Title: Ace Hardware Georgia World Congress Center 7 April 2000
1Ace HardwareGeorgia World Congress Center7
April 2000
2It means nothing less than the total reinvention
of this company.
3Jacques New New FordFord MSN CarPointFord
Yahoo!Ford OracleFord HP/MCIWorldcomEtc.Et
c.
4Brand InsideBrand Org!
5RR on Sara LeeThe most profitable businesses
in the future will act as knowledge brokers,
linking insights into whats available with
insights into the customers individual needs and
preferences.
6We want to be the air traffic controllers of
electrons.Bob Nardelli, GE Power Systems
7UPS used to be a trucking company with
technology. Now its a technology company with
trucks.Forbes (1-00), on UPSs 11B spent on
IS in the 90s UPS was Forbes Company of the
Year
8Brand InsideBrand Work!
9Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
10Every project we take on starts with a question
How can we do whats never been done
before?Stuart Hornery, CEO, Lend Lease
11You 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)
12The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
13Brand InsideBrand Talent!
14Issue Y2KThe Great War for Talent!
15There is no talent shortage if you are
a GPTWGreat Place To Work
16Self-control Engagement Effectiveness
How Pilots Fly the Plane Varies a Lot from
Airline to Airline (WSJ/031400) PD on mbo
17H.R. to H.E.D. ???HumanEnablement
Department
18Brand OutsideContextNo Commodities!
19Quality Not Enough!While everything may be
better, it is also increasingly the same.Paul
Goldberger on retail, The Sameness of Things,
The New York Times
20The 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
21The 10X/10X Phenomenon10 Times Better/10
Times Less Different
22When we did it right it was still pretty
ordinary.Barry Gibbons on Nightmare No. 1
23Brand OutsideStrategy 1Use E-Commerce to
Re-invent the Business!
24Dells Web sales daily ?
2535,000,000.
26I-24 to 1-28 BizRate.com Online Shopping Index
Consumer Goods52 Weeks 622Source The
Industry Standard/02-00
27In the network economy, the Website becomes the
companys primary interface to the customer. The
user interface becomes the marketing materials,
store front, store interior, sales staff and
post-sales support all rolled into one.Jakob
Nielsen, Designing Web Usability
28Welcome to D.I.Y. Nation!Changes in business
processes will emphasize self service. Your costs
as a business go down and perceived service goes
up because customers are conducting it
themselves. Ray Lane, Oracle
29Shop in your UnderwearSource SMd logo for
www.ae.comae American Eagle Outfitters
30Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
31B2B1999 2004 50X2004 7.4Source
GartnerGroup (per Reuters 1-26-00)
T
32GM/Ford/DaimlerChrysler (02-27)Auto parts
supply Co.240B (500B)I.P.O.
33W.W. Grainger2X phone/fax220B MRO
market (per Business 2.0/02-00)
34Where does the Internet rank in priority? Its
No. 1, 2, 3, and 4. Jack Welch
35There are 2 Kinds of Defensevs.Offense
Fend off upstarts.Reinvent our marketspace!
36Getting Right Down to Brass Tacks Bricks
Mortar?Clicks Mortar?All Clicks All the
time?
371 ANY IDIOT WHO THINKS CONSUMERS ARE GOING TO
GIVE UP THE IN-STORE SHOPPING EXPERIENCE FOR THE
INTERNET IS JUST THAT. AN IDIOT.
382 ANY IDIOT WHO THINKS WE ARE STILL GOING TO BE
HANGING OUT IN STORES 15 YEARS FROM NOW IS JUST
THAT. AN IDIOT.
39TP ANY IDIOT WHO THINKS THEY KNOW WHICH ONE OF
THE ABOVE TWO STATEMENTS IS TRUE IS THE BIGGEST
IDIOT OF ALL.
40No Room for Competent SortsBeer
WholesalersPersonal Trainers FitLinxxFinancial
PlannersCar Dealers LVA, MVA vs.
HVA Web-enhanced
41Brand OutsideStrategy 2Women Rule!
42?????????Home Furnishings 94Vacations
92Houses 91Bank Account 89Health Care
75Etc.
4348 working wives gt 5080 checks61 bills53
stock (mutual fund boom)43 gt 500K95
financial decisions/ 29 single handed
44Women 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)
453.3T 1.5T 4.8T9M/27.5M/3.6T
46Yeow!1970 12000 50
47OPPORTUNITY NO. 1!
48Carol Gilligan/ In a Different VoiceMen Get
away from authority, familyWomen ConnectMen
Self-orientedWomen Other-orientedMen
RightsWomen Responsibilities
49FemaleThink/ PopcornMen and women dont think
the same way, dont communicate the same way,
dont buy for the same reasons.He simply wants
the transaction to take place. Shes interested
in creating a relationship. Every place women go,
they make connections.
50How Many Gigs You Got, Man?Hard to believe
Different criteria Every research study weve
done indicates that women really care about the
relationship with their vendor. Robin
Sternbergh/ IBM
51Marketing to Women Help Them Save Time!80
work86 cook58 run errands with kids38
take child to school21 go to the gym21
take outside classes
5227 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!
53Speaking of Enormous Missed Huge
Opportunities ...
5474/55At each stage of their lives, the needs
and desires of the baby boomers have become the
dominant concerns of American business and
popular culture. If you can anticipate the
movement of the baby-boom generations life-span
migration, you can see the future.Ken
Dychtwald, Age Wave
55Aging/Elderly2X growth rateIm
in charge!Good source Ken Dychtwald, Age
Wave
56Priorities Aging/ElderlyExperiences
Convenience Comfort Access Respect!
57Brand OutsideStrategy 3Its the Experience!
58Experiences are as distinct from services as
services are from goods.Joseph Pine James
Gilmore, The Experience Economy Work Is Theatre
Every Business a Stage
59The Starbucks Fix Is on We have
identified a third place. And I really believe
that sets us apart. The third place is that place
thats not work or home. Its the place our
customers come for refuge.Nancy Orsolini,
District Manager
60Experience Rebel Lifestyle!What we sell is
the ability for a 43-year-old accountant to dress
in black leather, ride through small towns and
have people be afraid of him.Harley exec,
quoted in Results-based Leadership
61Marketing Aestheticsmanaging aesthetics
experiences aesthetics strategy marketing
of sensory experiences that contribute to the
organizations or brands identity mapping
strategic vision to sensory stimuliSource
Marketing Aesthetics, Bernd Schmitt Alexander
Simonson
62Look Feel Taste Touch Sound Smell
Texture Color Typeface Etc. EXPERIENCE
Bernd Schmitt Alexander Simonson,
Marketing Aesthetics
63Experience/ Marketing Aesthetics/Design
P.O.V., not P.O.P.
64Brand OutsideBRAND POWER!
65Brand It! Now, More Than Ever!The increasing
difficulty in differentiating between products
and the speed with which competitors take up
innovations will assist in the rise and rise of
the brand.Gillian Law and Nick Grant,
Management New Zealand
66Brand You Must Care!Success means never
letting the competition define you. Instead you
have to define yourself based on a point of view
you care deeply about. Tom Chappell, Toms of
Maine
67In 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
68Brand LeadershipLead Out Loud!
69Brand Leadership!A key perhaps the key to
leadership is the effective communication of a
story.Howard Gardner Leading Minds An
Anatomy of Leadership
70Ann Richards DogmaShow up!Know your
message!PUT YOURSELF AT RISK EVERY DAY!
71Brand LeadershipENTHUSIASM RULES!I am a
dispenser of enthusiasm./ Ben Zander