Merrill Lynch Group Employee Services 2000 National Client Conference Scottsdale Princess 04.11.00

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Merrill LynchGroup Employee Services
2000National Client ConferenceScottsdale
Princess04.11.00
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It means nothing less than the total reinvention
of this company.
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Jacques New New FordFord MSN CarPointFord
Yahoo!Ford OracleFord HP/MCIWorldcomEtc.Et
c.
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Brand InsideBrand Org!
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And Now the Equivalent White Collar
Revolution!
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The Pincer 5Destructive entrepreneurs/ Global
CompetitionWhite Collar RobotsTHE INTERNET!
E.g. GM Ford DaimlerChryslerGlobal
Outsourcing E.g. India, MexicoSpeed!!
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PSF 1.0Professional Service Firm Conversion Kit
/ Release 1.0
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Why are there no books on how to create a Cool,
Rocking, WOW-producing Finance Department?
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PSF 1.0 Department Head to Managing
Partner, HR IS, etc. Inc.
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C.I.O. to C.E.F.R.N.S.
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Chief Evangelist For Really Neat Stuff
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Women and new-economy management
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Net Result Say goodbye to command and
control.Say goodbye to hierarchy.Say goodbye
to knowing ones place.
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Womens Stuff Ideal new Economy
MatchImprov skillsRelationship-centricLess
rank consciousnessSelf-determinedTrust
sensitive IntuitiveNatural empowerment freaks
less threatened by strong peopleIntrinsic
motivation gt Extrinsic
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and women are Market Opportunity 1
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Brand InsideBrand Work!
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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But Does It Matter ????On time, on budget
who cares? anon. seminar participant (4/99)
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You really got to me. So many of our information
technology projects take on a life of their own,
and I know theyll never end up as more than
mediocre successes. CEO, F100 financial
services company (10-98)
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Every project we take on starts with a question
How can we do whats never been done
before?Stuart Hornery, CEO, Lend Lease
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Measures

• WOW!
• Beauty!
• Raving Fans!
• Impact!

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• Implementation Secret No. 1 Go horizontal Find
  a (one!) line ally in the Boonies
• Secret No. 2 Powerless allies are Cool!
• Secret No. 3 Passion Rules!
• Secret No. 4 Become a Prototyping Maniac!
• Secret No. 5 Embrace Politics / Community
  Organizing!

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Epitaph from Hell Joe T. Jones 1942 - 2000
HE WOULDA DONE SOME REALLY COOL STUFF BUT
HIS BOSS WOULDNT LET HIM!
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Characteristics of the Also Rans

• minimize risk
• respect the chain of command
• support the boss
• make budget

Source Fortune on most admired
global corporations (10/26/98)
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Brand InsideBrand You!
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DISTINCT OR EXTINCT!If there is
nothing very special about your work, no matter
how hard you apply yourself, you wont get
noticed and that increasingly means you wont get
paid much, either. Michael Goldhaber,
Wired
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Personal Brand Equity Evaluation

• I am known for 2 to 3 things next year at this
  time Ill also be known for 1 more thing.
• My current Project is challenging me
• New things Ive learned in the last 90 days
  include
• My public recognition program consists of
• Additions to my Rolodex in the last 90 days
  include
• My resume is discernibly different from last
  years at this time

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You are the storyteller of your own life, and
you can create your own legend or not.Isabel
Allende
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Ikes World Book Page

• And Yours?

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Icon Woman

• Totally turned on by her work!
• It matters / a WOW Project!
• It is COOL!
• It is BEAUTIFUL!
• She is in your face!
• She is an adventurer!
• She is CEO of her own life!

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Icon Woman

• - She is at least a little funky!
• Her curiosity is insatiable!
• She thinks screwups are as normal as
  breathing!
• She hangs out with some seriously rad Dudes!
• She is not God. She is not Bionic Woman. She is
  determined to make a damned difference!

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Well-behaved women rarely make history.Anita
Borg, Institute for Women and Technology
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Icon Woman Meets the Web

• submits resume on the Web
• recruited on the Web
• hired on the Web
• trained on the Web
• creates and conducts projects with virtual teams
  on the Web
• manages project and client follow-up on the Web
• manages career/reputation-building on the Web

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• Firms will not manage the careers of their
  employees. They will provide opportunities to
  enable the employee to develop identity and
  adaptability and
• thus be in charge of his or her own career.
• Tim Hall et al., The New Protean Career
  Contract

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H.R. to H.E.D. ???HumanEnablement
Department
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Seminar Y2K/Brand InsideMessage Distinct or
Extinct!
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Brand InsideBrand Talent!
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People are born with talent and everywhere it is
in chains. Talent is 21st century wealth.
Tony Blair, architect of Cool Britannia
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Issue Y2KThe Great War for Talent!
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There is no talent shortage if you are
a GPTW Great Place To Work
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Today for me is a PEAK EXPERIENCE!Why
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Who Are You Not Benefits Managers
(Whatever)Are FRONT-LINE PLAYERS IN THE
GREAT WAR FOR TALENT!
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Alan Kay on PARCs Bob Taylor He was a
connoisseur of talent.
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A Connoisseur of Talent

• Spends time on Talent!
• Becomes a student of Talent!
• Uses Plain English! (If you want sunny ask
  for sunny!)
• Recruits from oddball places! / Recruits
  Oddballs!

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Our business needs a massive transfusion of
talent. And talent, I believe, is most likely to
be found among non-conformists, dissenters and
rebels. David Ogilvy
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Axiom Never hire anyone without an aberration
in their background. (Find the One Ton Cookie
Man!)
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A Connoisseur of Talent

• Recruits M.I. (Gardner Logical-mathematical,
  linguistic, artistic, musical, bodily-kinesthetic,
  intrapersonal-self, interpersonal-others)
• Recruits arts!
• Becomes de facto C.D.O. (Chief Diversity Officer)
• Turns the pay scale upside down! / Pays Talent!

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Where do good new ideas come from? ...Thats
simple! From differences. Creativity comes from
unlikely juxtapositions. The best way to maximize
differences is to mix ages, cultures and
disciplines.Nicholas Negroponte
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The NAESP
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Attributes of Those Who Made the 10th Grade
History Book

• Committed!
• Determined to make a difference!
• Focused!
• Passionate!
• Irrational about their lifes project!
• Ahead of their time / Paradigm busters!
• Impatient! / Action Obsessed

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Attributes of Those Who Made the 10th Grade
History Book

• Made lots of people mad!
• Flouted the chain of command!
• Creative / Quirky / Peculiar! / Rebels! /
  Irreverent!
• Masters of improv / Thrive on chaos / Exploit
  chaos!

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Attributes of Those Who Made the 10th Grade
History Book

• Forgiveness gt Permission
• Bone honest!
• Flawed as the dickens!
• In touch with their followers aspirations
• Damn good at what they do!

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Just Say No to Grout! Participant Dont
you need grout between the tiles?TP No!
med staff, NFL Special Teams,waiters, PFCs,
cymbals player, bit parts, waiters
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TPs Ideal JobHead of Housekeeping!
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Talent War Y2K!

• All out!/ Time consuming!
• Never ending!/ Unwinnable!
• Expensive!
• Cool!/ WOW!/ Fun!/ Creative!
• Strategic!/ (THE) Core competence!

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Talent Brand
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Brand OutsideBrand Inside
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Consumers dont simply buy products, they buy
attitudes as well. When confronted with
proliferation and diversity, choices become
increasingly informed by belief. Consumers want
to know who is behind the products that they buy.
They want to know the company. They want to know
what you think.Jesper Kunde, Corporate
Religion
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T.T.D. 1Construct a formal Great War for
Talent Strategy for your unit!
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Brand Outside The Marketplace RevolutionConfron
ting the Sameness Malady!
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The surplus society has a surplus of similar
companies, employing similar people, with similar
educational backgrounds, working in similar jobs,
coming up with similar ideas, producing similar
things, with similar prices and similar
quality.Kjell Nordstrom and Jonas
Ridderstrale, Funky Business
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Wealth in this new regime flows directly from
innovation, not optimization. That is, wealth is
not gained by perfecting the known, but by
imperfectly seizing the unknown.Kevin Kelly,
New Rules for the New Economy
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Dells Web sales daily ?
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35,000,000.
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Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
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Where does the Internet rank in priority? Its
No. 1, 2, 3, and 4. Jack Welch

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Women 49 of Web users 6 of 10 new users 83
of wired women are primary decision makers for
family healthcare, finances, education.Source
Business Week (11-99)
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3.3T 1.5T 4.8T9M/27.5M/3.6T
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OPPORTUNITY NO. 1!
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Not!!Year of the Woman
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Enterprise Reinvention!RecruitingHiring/Rewardi
ng/ PromotingStructure ProcessesMeasurementStr
ategyCulture VisionLeadershipTHE BRAND ITSELF!
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Wanna see my dirty pics collection?
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27 March 2000 email to TP from Shelley Rae
Norbeck I make 1/3rd more money than my
husband does. I have as much financial pull in
the relationship as he does. Id say this is also
true of most of my women friends. Someone should
wake up, smell the coffee and kiss our asses long
enough to sell us something! We have money to
spend and nobody wants it!
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e-Response esponce? to ACE Presentation
04.07.00 contract home builders! When is
this industry going to wake up and realize that
women not only decide which house to buy, but
also buy and pay for the house ourselves?B.Bosc
h/Toronto
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Brand OutsideBRAND POWER!
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Corporate Religion is a completely new way of
thinking about companies. Today, the product is
still the main communication highway in the
company. When companies make the shift to selling
solutions, brands and attitudes communicating
the companys attitudes and values becomes the
decisive parameter for success. It demands that
you find out who you are as a company.Jesper
Kunde, Corporate Religion
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In the funky village, real competition no longer
revolves around marketshare. We are competing for
attention mindshare and heartshare.Kjell
Nordstrom and Jonas Ridderstrale, Funky Business
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Brand LeadershipThe Y2KLeadership
ImperativePutting Ourselves at Risk!
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Ann Richards DogmaShow up!Know your
message!PUT YOURSELF AT RISK EVERY DAY!