Tom Peters

1
Tom PetersEXCELLENCE. ALWAYS.X.Always.MAS
TER.SHORT.902.19 September 2006
2
X.AL.EXCELLENCE. ALWAYS.
3
Slides at tompeters.comalso long
4
The Irreducible209/Sales122/60TIBs
5
A frustrated participant at a seminar for
investment bankers in Mauritius listened
impatiently to my explanation of differences of
opinion among me, Mike Porter, Gary Hamel, Jim
Collins, etc. Finally, hed had enough. What, if
anything, he asked, do you believe for sure?
I mumbled something, but his query started
rumbling around in my mind. Three days later,
wandering on a Sunday in London, the idea of the
irreducibles occurred to meand I started
jotting down notes on stuff I do indeed believe
for sure. Before I knew it, a few days later,
the list had grown to 209 items. Hence The
Irreducible209 that follows.Tom Peters
6
1. Hare 1, Tortoise 0. (Hare-y times.) 2. Tempo.
(O.O.D.A.) 3. MBWA. 4. Appreciation. (Motivator
1.) (Cant be faked. Good.) 5. Decency. 6.
Hurry. 7. Time out. 8. One matters. 9. Big
change. Short time. (Alt not work.) 10.
Excellence. Always. 11. Passion. Energy. Hustle.
Enthusiasm. Exuberance. (Move mountains. No
alt.) 12. You must care. 13. Emotion. 14. Hard is
soft. (Soft is hard.)
7
EXCELLENCE. ALL YOU NEED TO KNOW.
8
TOM PETERS. ALL YOU NEED TO KNOW.
9
25
10
. Everyone lives by selling something.
Robert Louis Stevenson
11
A Few Biases You Should
Know AboutI am not a macro-economist.I am
wholly biased by 30 years (1970-2000) in Silicon
Valley.I would rather work for eBay than
BankAmerica.I believe that the Giant Merger
Game is the single greatest waste of energy
in the world of business.Economies of scale are
wildly over-rated.I find the entire notion of
career to be disturbing and a little silly.I
find the notion of built to last
hilarious.Between 1965 and 1980 I turned 179.9
degrees from Mr Big Government to Mr Cool
Entrepreneur. (Thank you, Frank
Perdue.)Joseph Schumpeter (gales of creative
destruction) and F.A. Hayek are my
economist gods JK Galbraith is my bête
noir.Innovation is a wonderfully messy
chaotic processnot amenable to strategic
plans.I believe in Luck. (Fooled by
Randomnessbest book Ive ever read.)
12
A Few Biases You Should
Know AboutI find most strategic plans (and
strategic planners) to be amusing.I am not
Mike Porter.I am not Peter Drucker.I am
not Jim Collins.I believe that the
resilience of Giant Companies is
wildly-absurdly over-rated.I believe that
Americas productivity edge comes from car
dealers more than Giant Cos.No business
model is the last word.I am a Great Believer
in the basics product, people,
customers, execution. (Hence there is nothing
very interesting, save one thing, in In
Search of Excellence.)I believe that EXCELLENCE
is a legitimate aspiration for each of us
and that any lesser aspiration is unconscionable.
13
Execution. (Discipline.)Accountability.Action,
a Bias for. (S.A.V./R.F.A.)Relentless.Experiment
ation. (Innovate or Die. He who makes
)Adaptability. (Plan B We eat )In the
moment. (Bertolucci.)Senility.Exuberance.Fun.
Technicolor. Wow! (Extreme Language.)Quest-Advent
ure.By Invitation.Talent. Roster.
(21M.)Weird. (Hangin Out Bottlenecks.)D-squa
red/Dramatic Difference.Up-Up-Up the VA
Ladder. Trifecta Wow Projects-Brand You-PSF.
(No Option.)Design.Women.4-40/D.E.A.615.
(60TIBs IRR209.)EXCELLENCE.
14
Thats a Big Number .
15
THREE BILLION NEW CAPITALISTS Clyde Prestowitz
16
There is no job that is Americas God-given
right anymore. Carly Fiorina/HP/January2004
17
There is no job that is _____s God-given right
anymore.
18
Income Confers No Immunity as Jobs Migrate
Headline/USA Today/02.2004
19
Deutsche Bank Moves Half of Its Back-office Jobs
to India/ headline/FT/0327 (500 of 900 Research)
20
Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline,
Economist, April 15, 2006, Leader, page 14
21
Thats a small Number .
22
26m
23
43h
24
Those are Big Numbers .
25
1 Houston/Month/15
26
Savings, internal investment, external
investment gt 50 GDP
27
EXCELLENCE. EVERYWHERE.ASPIRATION.NECESSITY.

28
One Singaporean worker costs as much as
3 in Malaysia 8 in
Thailand 13 in China 18 in
India. Source The Straits Times/2003
29
Thaksinomics (after Thaksin Shinawatra)
Bangkok Fashion City managed asset reflation
(add to brand value of Thai textiles by
demonstrating flair and design excellence)Sourc
e The Straits Times/2004
30
SpainPortugalItalyIrelandSingapore
TaiwanThailandMalaysiaSingapore
PhilippinesUAEOmanChileRomania New Zealand
31
Better By Design A National StrategyNZ
Design Excellence
32
THE FUTURE BELONGS TO SMALL POPULATIONS
WHO BUILD EMPIRES OF THE MIND AND WHO IGNORE
THE TEMPTATION OFOR DO NOT HAVE THE OPTION
OFEXPLOITING NATURAL RESOURCES.Source Juan
Enriquez/As the Future Catches You
33
SpainPortugalItalyIrelandSingapore
ThailandMalaysiaSingapore PhilippinesUAEOman
ChileRomania New ZealandTaiwan
34
MADE IN TAIWAN From Cheap Manufacturing to
Chic Branding Headline/Advertising Age/06.05
35
Taiwan, Your Partner in InnoValuePoster/Buchares
t/03.06
36
SpainPortugalItalyIrelandSingapore
ThailandMalaysiaPhilippinesDubaiOmanChileRom
ania AustraliaNew ZealandTaiwan
37
EXCELLENCE. EVERYWHERE.NECESSITY.ROOTS.
38
Age of AgricultureIndustrial AgeAge of
Information IntensificationAge of Creation
IntensificationSource Murikami Teruyasu,
Nomura Research Institute
39
Agriculture Age (farmers)Industrial Age (factory
workers)Information Age (knowledge
workers)Conceptual Age (creators and
empathizers)Source Dan Pink, A Whole New Mind
40
(No Transcript)
41
Human creativity is the ultimate economic
resource. Richard Florida, The Rise of the
Creative Class
42
The Creative Age is a wide-open game.
Richard Florida, The Rise of the Creative Class
43
London circa 1976 You cant build a real
economy on services, finance, advertising,
etc.London circa 2006 deliberately aims to be
the capital of the 21st century
44
CI/Top10 Metro Austin, SF, Seattle, Boston,
Raleigh-Durham, Portland, Minneapolis,
Washington-Baltimore, Sacramento,
DenverCI/Bottom10 Detroit, Norfolk,
Cleveland, Milwaukee, Grand Rapids, Memphis,
Jacksonville, Greensboro, New Orleans, Buffalo,
Louisville gt 1M/49 totalSource Richard
Florida, The Rise of the Creative Class
45
EXCELLENCE. THE MANDATE.
46
If you dont like change, youre going to
like irrelevance even less. General Eric
Shinseki, Chief of Staff. U. S. Army
47
It is not the strongest of the species that
survives, nor the most intelligent, but the one
most responsive to change. Charles Darwin
48
The most successful people are those who are
good at plan B. James Yorke,
mathematician, on chaos theory in The New
Scientist
49
Forbes100 from 1917 to 1987 39 members of the
Class of 17 were alive in 87 18 in 87 F100
18 F100 survivors significantly underperformed
the market just 2 (2), GE Kodak,
outperformed the market from 1917 to 1987.SP
500 from 1957 to 1997 74 members of the Class of
57 were alive in 97 12 (2.4) of 500
outperformed the market from 1957 to
1997.Source Dick Foster Sarah Kaplan,
Creative Destruction Why Companies That Are
Built to Last Underperform the Market
50
I am often asked by would-be entrepreneurs
seeking escape from life within huge corporate
structures, How do I build a small firm for
myself? The answer seems obvious Buy a very
large one and just wait. Paul Ormerod, Why
Most Things Fail Evolution, Extinction and
Economics
51
Welcome to the Club of Shattered Dreams Of
Koreas Top 100 companies in 1955, only 7 were
still on the list in 2004. The 1997 crisis
destroyed half of Koreas 30 largest
conglomerates.Source KET Issue Report, Kim
Jong Nyun (14.05.2005)
52
It is generally much easier to kill an
organization than change it substantially.
Kevin Kelly, Out of Control
53
C.E.O. to C.D.O.
54
DYB.com
55
(Practical) Implication?Go for it! (Why
notalternative is slow death, at best)
56
Axiom We are in a brawl with no rules.
(PA)Implication The world will not be kind to
those who play by the rules. (TP)Strategy
S.A.V./R.F.A. (RP/TP)Axiom The
microprocessor plays by the rules.
57
Keep Austin Weird
58
Active mutators in placid times tend to die off.
They are selected against. Reluctant
mutators in quickly changing times are also
selected against. Carl Sagan Ann Druyan,
Shadows of Forgotten Ancestors
59
Natural selection is death. ... Without huge
amounts of death, organisms do not change over
time. ... Death is the mother of structure. ...
It took four billion years of death ... to invent
the human mind ... The Cobra Event
60
The secret of fast progress is inefficiency,
fast and furious and numerous failures. Kevin
Kelly
61
Uncertainty is the only thing to be sure of.
Anthony Muh,head of investment in Asia,
Citigroup Asset Management
62
The Silicon Valley of today is built less atop
the spires of earlier triumphs than upon the
rubble of earlier debacles. Newsweek/Paul Saffo
63
TP1 Netscape!Where would you rather have
worked for those 5 years, Netscape or
IBM-HP-Microsoft-Oracle? (Where, 25 years from
now, would you rather to be able to tell
someonee.g., grandchildthat you worked?)
64
RMcK A lot of companies in the Valley
fail.RN Maybe not enough fail.RMcK What
do you mean by that?RN Whenever you
fail, it means youre trying new
things.Source Fast Company
65
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
66
New Economy?!Sergey Larry gt Harvard/370
67
Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
68
Joe J. Jones 1942 2006 HE WOULDA DONE
SOME REALLY COOL STUFF BUT HIS BOSS
WOULDNT LET HIM!
69
It is the foremost taskand responsibilityof
our generation to re-imagine enterprises and
institutions, public and private.from the
back cover of Re-imagine!
70
EXCELLENCE. STARTERS.HORRORS.
71
Radio City Music HallSeptember 2005
72
Franchise Lost! TP How many of you 600
really crave a new Chevy?
73
Ford, GM and Chrysler do not just make cars
expensively they make bad cars expensively.
Investec analyst, International Herald, 0805.06
74
Sluggish Obese Unimaginative More Sluggish
More Obese More Unimaginative Even More
Sluggish Even More Obese Even More
Unimaginative NISSAN RENAULT GM
Innovative Challenger for Toyota????
75
Oh, Great Ford Airplane guy.GM CFO.
76
Small cars HQ LA. Big cars HQ Dallas.
Corporate HQ Atlanta. CEO Roger Enrico or Lou
Gerstner or Meg Whitman. COO Bob Nardelli.
Chairman George Steinbrenner or Jack Welch or
Ross Perot. Vice-chairman CFO Warren
Buffett. Chief Marketing Officer Brenda
Barnes. Chief Branding Officer Phil Knight
(or Howard Schultz). Chief Innovation Officer
Steve Jobs or Jeff Immelt. Chief/Supply Chain
Raid WalMart or CostCo or Dell. Chief/Dealer
Relations Carl Sewell.
77
Not long ago, I heard one studio chief utter the
unthinkable What would happen if I made a movie
I actually looked forward to seeing? Peter
Bart, Editor in Chief, Variety former Paramount
exec, Hollywoods Model Doesnt Produce Art, or
Much Profit (NYT/0721.06)
78
Did one of em ever turn to the other and say
Wow, I wonder what unimaginable new tools,
otherwise not possible, will be brought forth for
my daughter Alice, age 17, because of this deal?
79
VALUE ADDED 1
80
EXCELLENCE. STARTERS.BASICS.
81
P.P.C.E.E.E.
82
People.Product.Clients.Execution.Enthusiasm.E
xcellence.
83
People.Product.Clients.Execution.Enthusiasm.E
xcellence.Relentlessness.
84
One of my superstitions had always been when I
started to go anywhere or to do anything, not to
turn back, or stop, until the thing intended was
accomplished. Grant
85
"The reasonable man adapts himself to the world.
The unreasonable one persists in trying to adapt
the world to himself. Therefore, all progress
depends upon the unreasonable man. GB Shaw,
Man and Superman The Revolutionists' Handbook.
86
People.Product.Clients.Execution.Enthusiasm.E
xcellence.Relentlessness. Senility.
87
ForgetgtLearnThe problem is never how to get
new, innovative thoughts into your mind, but how
to get the old ones out. Dee Hock
88
Wanted Corporate Senility! Desperately!
The problem is never how to get new,
innovative thoughts into your mind, but how to
get the old ones out. Dee Hock
89
MBA-On-A-Single-SlideP R - C
90
One bank is currently claiming to leverage
its global footprint to provide effective
financial solutions for its customers by
providing a gateway to diverse markets. Charles
Handy
91
I assume that it is just saying that it is there
to help its customers wherever they are.
Charles Handy
92
EXCELLENCE. THE WORD.
93
SynonymsPurityTranscendenceVirtueEleganceMaj
estyAntonymsMediocrity
94
EXCELLENCE. GAMECHANGER.
95
Excellence1982 The Bedrock Eight Basics 1. A
Bias for Action 2. Close to the Customer 3.
Autonomy and Entrepreneurship 4. Productivity
Through People 5. Hands On, Value-Driven 6. Stick
to the Knitting 7. Simple Form, Lean Staff 8.
Simultaneous Loose-Tight Properties
96
ExIn 1982-2002/Forbes.comDJIA 10,000 yields
85,000 EI 10,000 yields 140,050
Forbes/Excellence Index /Basket of 32
publicly traded stocks
97
EXCELLENCE. GAMECHANGER.(MAYBE.)
98
Hardball Are You Playing to Play or Playing to
Win? by George Stalk Rob Lachenauer/HBS
PressThe winners in business have always
played hardball. Unleash massive and
overwhelming force. Exploit anomalies.
Threaten your competitors profit sanctuaries.
Entice your competitor into retreat.Approximat
ely 640 Index entries Customer/s (service,
retention, loyalty), 4. People (employees,
motivation, morale, worker/s), 0. Innovation
(product development, research development, new
products), 0.
99
Them-Us
100
Them UsStrategy

EXECUTIONPlanning
ActionMarketing
Selling/SalesMarkets
CustomersCustomers
ClientsMicro-segmentation Big
Stuff (Women, Boomers)Cost minimization
Revenue maximizationSynergy/Efficiencies
DecentralizationStrategic supplier
Pioneering supplierProcess
ProjectEffectiveness
ExcellenceMen
WomenLeadership
Management
LeadershipStandardization
Exceptionalism (53 53)Big clients
COOL clientsPrestigious Board
INTERESTING Board
101
Them UsBig

Mid-sizeGrowth by merger
Organic growthBuy market share
Create NEW marketsEfficient, streamlined
Value-creating PSF
department Certainty-predictability
Ambiguity-opportunityFearful of losing
Aggressive pursuit
of winningPlan
PrototypeCareful
evaluation Another
prototypeRevised plan
Another prototypePeople/Employees
TalentEffective HR department Rockin
Talent
Development Center
of ExcellenceBenchmark
against the Benchmark against the
best-industry leader coolest
102
Them
UsBenchmark
FuturemarkOrderly career progression Up
or Out (PDQ)Head
HeartIQ
EQProfessional
PassionateStoic, humble leaders
Noisy, emotional
characters in chargeHire for
Resume Hire for
intangiblesMeasured-thoughtful
Relentless, pig-headed approach
determinationTeamwork comes first
Teamwork and disruptive
individuals equal
billingListen to customers Lead
customersCustomer involvement
Intimate-Seamless
customer inter-twining
103
Them UsMBM (Management
MBWA by memo)MBA
MFAShareholder Value Great
people-product rule comes first
Work smart Work
hardBuilt to last Built to
Rock the WorldReward successes Reward
(EXCELLENT)
failuresQuality first! Design
1TQuality first Innovation
1THigh-quality Jaw-dropping
Experience transactionCVs demo consistent
CVs feature Magic Moments performanceGood
grades Cool stuff Operational
excellence World-rocking INNOVATION

104
Them UsBrand
LovemarkBest analysis wins
Best STORY winsBeyond politics
Politics-is-life, the
rest is detailsOutsource
BestsourceMotivate
Send on QUESTSMotivate
InviteMeasured language HOT
languageProduct-Service Gamechanging
SOLUTION,
Thrilling EXPERIENCE,
DREAM come true,
LOVEMARKPastel
Technicolor Better
DifferentMission success Mission
EXCELLENCEVery good
EXCELLENCE. ALWAYS.
105
good words.Bad words.
106
Words that may NOT be used in my presence
Motivate
107
In the end, management doesnt change culture.
Management invites the workforce itself to
change the culture. Lou Gerstner
108
Words that may NOT be used in my presence
Marketing
109
SellSellSell
110
EXCELLENCE. ALWAYS.
111
Why in the world did you go to Siberia?
112
The Peters Principles Enthusiasm. Emotion.
Excellence. Energy. Excitement. Service. Growth.
Creativity. Imagination. Vitality. Joy.
Surprise. Independence. Spirit. Community.
Limitless human potential. Diversity. Profit.
Innovation. Design. Quality. Entrepreneurialism.
Wow.
113
Business (at its best) An emotional, vital,
innovative, joyful, creative, entrepreneurial
endeavor that elicits maximum concerted human
potential in the wholehearted service of
others.Excellence. Always.Employees,
Customers, Suppliers, Communities, Owners,
Temporary partners
114
EXCELLENCE. DEFINED.
115
Great Companies SET THE AGENDA. (PERIOD.)
disturb the sleep of
116
AGENDA SETTERS Set the Table/ Pioneers/
Questors/ AdventurersUS Steel Ford Toyota
Sears GM ITT The Gap Limited WalMart
Tesco PG 3M Intel IBM Apple Nokia
Cisco Dell MCI Sun Microsoft Google
Enron Schwab GE Laker Southwest People
Express Ogilvy Virgin eBay Amazon Sony
Amgen BMW CNN Nike
117
Built to Last vs Built for ImpactBut what if
former head of strategic planning at Royal Dutch
Shell Arie De Geus is wrong in suggesting, in
The Living Company, that firms should aspire to
live forever? Greatness is fleeting and, for
corporations, it will become ever more fleeting.
The ultimate aim of a business organization, an
artist, an athlete or a stockbroker may be to
explode in a dramatic frenzy of value creation
during a short space of time, rather than to live
forever. Kjell Nordström and Jonas
Ridderstråle, Funky Business
118
EXCELLENCE. YOU ME.
119
The First step in a dramatic organizational
change program is obviousdramatic personal
change! RG
120
Work on me first. Kerry Patterson, Joseph
Grenny, Ron McMillan and Al Switzler/Crucial
Conversations
121
VALUE ADDED 2
122
EXCELLENCE. REVENUE.MATTERS.MOST.
123
Analysts preferred cost cutting, as long as
they could see two or three years of EPS growth.
I preached revenue and the analysts eyes would
glaze over. Now revenue is in because so many
got caught, and earnings went to hell. They said,
Oh my gosh, you need revenues to grow earnings
over time. Well, Duh! Dick Kovacevich, Wells
Fargo
124
EXCELLENCE. SELL. SELL.SELL.
125
. Everyone lives by selling something.
Robert Louis Stevenson
126
SellSellSell
127
CROChief Revenue Officer
128
MBA-On-A-Single-SlideP R - C
129
Incidentally
130
TAKE THIS QUICK QUIZ Who manages more things
at once? Who puts more effort into their
appearance? Who usually takes care of the
details? Who finds it easier to meet new
people? Who asks more questions in a
conversation? Who is a better listener? Who
has more interest in communication skills? Who
is more inclined to get involved? Who
encourages harmony and agreement? Who has
better intuition? Who works with a longer to
do list? Who enjoys a recap to the days
events? Who is better at keeping in touch with
others?Source Selling Is a Womans Game 15
Powerful Reasons Why Women Can Outsell Men, Nicki
Joy Susan Kane-Benson
131
VALUE ADDED 3
132
EXCELLENCE. VALUE ADDED.UP THE LADDER.
133
EXCELLENCE I. SOLVE IT.
134
55B
135
And the M Stands for ?Gerstners IBM
Systems Integrator of choice./BW (Lou, help
us turn all this into that long-promised
revolution. ) IBM Global Services
(Integrated Systems Services Corp.) 55B
136
Planetary Rainmaker-in-Chief!Palmisanos
strategy is to expand techs borders by pushing
usersand entire industriestoward radically
different business models. The payoff for IBM
would be access to an ocean of revenuePalmisano
estimates it at 500 billion a year that
technology companies have never been able to
touch. Fortune
137
Big Browns New Bag UPS Aims to Be the Traffic
Manager for Corporate America Headline/BW/2004
138
MasterCard Advisors
139
Security devices to Turnkey security
solutions (A/C, elevators, DIY, photo shops,
etc, etc)
140
Gamechanging Solutions Bet-the-CompanyIBMUPS
XeroxMasterCardGEBestBuy
141
I. LAN Installation Co. (3)II. Geek
Squad. (30.)III. Acquired by BestBuy.IV.
Flagship of BestBuy Wholesale Solutions
Strategy Makeover.
142
Huge Customer Satisfaction versus Customer
Success
143
Up, Up, Up, Up the Value-added Ladder.
144
The Value-added Ladder/ STUFF N THINGSGoods
Raw Materials
145
The Value-added Ladder/Stuff TRANSACTIONSServ
icesGoods Raw Materials
146
The Value-added Ladder/ OPPORTUNITY-SEEKING
Gamechanging SolutionsServicesGoods Raw
Materials
147
Era 1/Obvious Value Our it works, is
delivered on time (Close)Era 2/Augmented
Value How our it can add valuea useful it
(Solve)Era 3/Complex Value Networks How
our system can change you and deliver business
advantage (Culture-Strategic
change)Source Jeff Thull, The Prime Solution
Close the Value Gap, Increase Margins, and Win
the Complex Sale
148
VALUE ADDED 3A
149
EXCELLENCE.NECESSITY.OPPORTUNITY.
150
Disintermediation is overrated. Those who
fear disintermediation-outsourcing should in fact
be afraid of irrelevance outsourcing is just
another way of saying that youve become
irrelevant to your customers. John
Battelle/Point/Advertising Age/07.05
151
Sarah Mom, what do you do?Mom
Im overhead.
152
support function / cost center/ overhead
or
153
Are you Rock Stars of the Age of Talent
154
ChicagoHRMAC
155
EXCELLENCE.SOLVE IT. NO OPTION.PSF. (PSF)
156
Department Head to Managing Partner, IS
HR, RD, etc. Inc.
157
Typically in a mortgage company or financial
services company, risk management is an
overhead, not a revenue center. Weve become more
than that. We pay for ourselves, and we actually
make money for the company. Frank Eichorn,
Director of Credit Risk Data Management Group,
Wells Fargo Home Mortgage (Source sas.com)
158
Mantra Eichorn it!
159
AnswerPSF
160
Core MechanismGame-changing Solutions PSF
(Professional Service Firm model/The
Organizing Principle) Brand You(Distinct or
Extinct/The Talent) Wow! Projects
(Different vs Better/The Work)
161
The WOW! Mega-PSF
162
Big Idea Corporation as Mega-PSF
(Professional Service Firm) Virtual
Collection of Entrepreneurially-minded
Professionals (Talent/Roster)
Creating/Applying Intellectual Capital (Work
Product)
163
The PSF35 Thirty-Five Professional Service
Firm Marks of Excellence
164
The PSF35 The Work The Legacy1.
CRYSTAL CLEAR POINT OF VIEW (E very
Practice Group If you cant explain your
position in eight words or less, you dont
have a positionSeth Godin)2. DRAMATIC
DIFFERENCE (We are the only ones who do what
we doJerry Garcia)3. Stretch Is Routine
(Never bite off less than you can
chewanon.)4. Eye-Appetite for Game-changer
Projects (Excellence at Assembling Best
TeamFast) 5. Playful Clients (Adventurous
folks who unfailingly Aim to Change the
World)6. Small Uneconomic Clients with Big
Aims 7. Life Is Too Short to Work with Jerks
(Fire lousy clients)8. OBSESSED WITH LEGACY
(Practice Group and Individual Dent the
UniverseSteve Jobs)9. Fire-on-the-spot Anyone
Who Says, Law/Architecture/Consulting/
I-banking/ Accounting/PR/Etc. has become a
commodity 10. Consistent with 9 above DO
NOT SHY AWAY FROM THE WORD (IDEA)
RADICAL
165
Pointed Point of View!
166
R.POV8Remarkable Point Of View/8 Words or
less/If you cant state your position in eight
words or less you dont have a position.SG
167
If you cant write your movie idea on the back
of a business card, you aint got a movie.
Samuel Goldwyn
168
The PSF35 The Client
Experience11. Always team with client full
partners in achieving memorable results
(Wanted Chimeras of Moonstruck
Minds!)12. We will seek assistance Anywhere to
assemble the Best-in- Planet Team for the
Project13. Client Team Members routinely declare
that working with us was the Peak
Experience of my Career14. The jobs not done
until implementation is 100.00 complete
(Those who dont get it must go)15.
IMPLEMENTATION IS NOT COMPLETE UNTIL THE
CLIENT HAS EXPERIENCED CULTURE CHANGE16.
IMPLEMENTATION IS NOT COMPLETE UNTIL
SIGNIFICANT TECHNOLOGY TRANSFER HAS TAKEN
PLACE-ROOT (Teach a man to fish )17. The
Final Exam DID WE MAKE A DRAMATIC,
LASTING, GAME-CHANGING DIFFERENCE?
169
The business of selling is not just about
matching viable solutions to the customers that
require them. Its equally about managing the
change process the customer will need to go
through to implement the solution and achieve the
value promised by the solution. (E.g. CRM
failure rate/Gartner 70) Jeff Thull, The
Prime Solution Close the Value Gap, Increase
Margins, and Win the Complex Sale
170
The PSF35 The People The
Leadership18. TALENT FANATICS (Best-Coolest
place to work) (PERIOD)19. EYE FOR THE PECULIAR
(Hiring Go beyond same old, same old)
20. Early Opportunities (vs. Wait your turn)
21. Up or Out (Based on Legacy/Mentoring as
much as Billings/Rainmaking)22. Slide
the Old Aside/Make Room for Youth (Find oldsters
new roles?)23. TALENT IS OBSESSED WITH
RENEWAL FROM DAY 1 TO DAY R R
Retirement24. Office/Practice Leaders Evaluated
Primarily on Mentoring-Team Building
Skills 25. A PROPRIETARY TALENT DEVELOPMENT
PROCESS (GE) 26. Team Leadership Skills Valued
Early27. Partner with B.I.W. Best In World
Outsiders as Needed and to Infuse Different
Views
171
The PSF35 The Firm The
Brand28. EAT-SLEEP-BREATHE-OOZE INTEGRITY (My
life is my messageGandhi) 29. Excellence
in EXECUTION 100.00 of the Time (No such
thing as a small sins/World Series Ring to
the Batboy!) 30. Drop everything/Swarm to
Support a Harried-On The Verge Team31.
SPEND AS AGGRESSIVELY ON RD AS A TECH FIRM OR
CIRQUE DU SOLEIL 32. A PROPRIETARY
METHODOLOGY (FBR, McKinsey, Chiat Day, IDEO, old
EDS)33. Web (Technology) Obsession 34.
BRAND/LOVEMARK MANIACS (Organize Around a
Point of View Worth BROADCASTING You must
be the change you wish to see in the
worldGandhi) 35. PASSION! ENTHUSIASM! (Passion
Enthusiasm have as much a place at the
Head Table in a PSF as in a widgets
factory You cant behave in a calm, rational
manner. Youve got to be out there on the
lunatic fringeJack Welch)
172
The PSF35 The Firm The
Brand28. EAT-SLEEP-BREATHE-OOZE INTEGRITY (My
life is my messageGandhi) 29. Excellence
in EXECUTION 100.00 of the Time30. Drop
everything/Swarm to Support a Harried-On
The Verge Team31. SPEND ON RD LIKE A TECH
FIRM. 32. A PROPRIETARY METHODOLOGY (FBR,
McKinsey, Chiat Day, IDEO, old EDS) 33.
BRAND MANIACS (Organize Around a Point of View
Worth BROADCASTING) 34. PASSION!
ENTHUSIASM! 35. EXCELLENCE. ALWAYS.
173
PSF Nirvana CounselorTrusted Advisor
174
AnswerPSF
175
(No Transcript)
176
The New Enterprise Value-Added Equation/Mark2006
(1) 100 WOW PROJECTS (New Org DNA/The
Work) (2) Incredible TALENT Transformed
into (3) Entrepreneurial BRAND YOUs and (4)
Launched on Awesome QUESTS FOR EXCELLENCE
(5) Internal Rockin PSFs (Staff Depts. Morphed
into Wildly Innovative Professional Service
Firms) (6) Which Coalesce to Transform the
FEVP/Fundamental Enterprise Value Proposition
from Superior Products Services to
ENCOMPASSING SOLUTIONS GAME-CHANGING CLIENT
SUCCESS
177
Big Idea/Meta-Idea/Premier Engine of Value
Added(1) The Talent Best Roster of
Entrepreneurial-minded Brand Yous.(2) The
(Virtual) Organization Internal or External
PSF/Professional Service Firm working with
Best Anywhere Engine of Value Added through
the Application of Creative Intellectual
Capital(3) The Work Product Game Changer/
Gaspworthy WOW Projects
178
Static/ImitativeIntegrity.Quality.Continuous
Improvement.Superior Service (Exceeds
Expectations.)Completely Satisfactory
Transaction.Smooth Evolution.Market
Share.Dynamic/DifferentDramatic
Difference!Disruptive!Insanely Great!
(Quality)Life-(Industry-)changing
Experience!Game-changing!WOW!Surprise!Delight!
Breathtaking!Punctuated Equilibrium!Market
Creation!
179
EXCELLENCE Flawless EXECUTION Continuous
IMPROVEMENT Brilliantly Trained
PEOPLEGamechanging QUESTS WEIRD Rosters
GASPWORTHY Results
180
EXCELLENCE. ATTITUDE.TRANSFORMATION.PSF.
181
Are you the Principal Engine of Value
AddedE.g. Your RD budget as robust as the
New Products team?
182
Fleet ManagerRolling Stock Cost Minimization
Officervs/orChief of Fleet Lifetime Value
Maximization Strategic Supply-chain
Executive Customer Experience Director (via
drivers)
183
Purchasing Officer Thrust 1 Cost (at All
Costs) Minimization Professional? Or/to Full
Partner-Leader in Lifetime Value-added
Maximization?(Lopez Arguably Villain 1 in
GM tragedy/Anon VSE-Spain)
184
HCare CIO Technology Executive (workin in a
hospital) Or/to Full-scale, Accountable (life
or death) Member-Partner of XYZ Hospitals
Senior Healing-Services Team (who happens to be a
techie)
185
PSF Transformation Credit
Department/TrekWas
IsCredit Dept
Financial
ServicesHammer on dealers until
Make dealers successful so theythey pay
CAN payAR
sold to 3rd party Trek is
the commercial financialcommercial co.
Company23 employees
12 employeesOversee
peak AR of 70M Oversee peak AR of
160MIdentify risky dealers
Identify opportunitiesCost Center
Profit CenterNo
products
Products Consulting, MC/Visa,
Stored
value of gift cards, Gift card

peripherals, Online paymentsSource John
Burke/0330.06
186
Trapper lt20 per beaver pelt.Source WSJ
187
WDCP 150 to remove problem beaver
750-1,000 for flood-control piping so that
beavers can stay. Wildlife Damage-control
Professional Source WSJ
188
VALUE ADDED 3B
189
The WOW! Project.
190
Your Current Project?1. Another
days work/Pays the rent.4. Of value.7.
Pretty Damn Cool/Definitely subversive.10.
WE AIM TO CHANGE THE WORLD.
(Insane!/Insanely Great!/WOW!)
191
Astonish me! (S.D).Build something great!
(H.Y.).Make it immortal! (D.O.)
192
If you are not prepared to be fired over your
beliefs you are working on the wrong project.
TP
193
Will you actually remember it as worthwhile 10
years from now? S.H.
194
You! Your Project Portfolio!
195
A position is not an accomplishment. TP
196
WOW! Projects Nuts Bolts (a few)
197
Playmate!Playpen!Can be Client, supplier
as well as Insider
198
Where to look for Playmates F.F.F.F. (Find
a Fellow Freak Faraway)
199
Forward, march The Sri Lanka Stratagem
200
Where NOT to look for Playmates BIG Division,
BIG Customer, BIG Vendor, UP
201
Culture of PrototypingEffective prototyping
may be the most valuable core competence an
innovative organization can hope to have.
Michael Schrage

202
Prototype mania/maniac!
203
THE PROJECT 50
204
Starting a WOW! Projects Epidemic Demos, Heroes,
Stories!
205
Premise Ordering Systemic Change is a Waste of
Time!
206
Somewhere in your organization, groups of people
are already doing things differently and better.
To create lasting change, find these areas of
positive deviance and fan the flames. Richard
Tanner Pascale Jerry Sternin, Your Companys
Secret Change Agents, HBR
207
Some people look for things that went wrong and
try to fix them. I look for things that went
right, and try to build off them. Bob Stone (Mr
ReGo)
208
Demos! Heroes! Stories!
209
Demo StoryA key perhaps the key to
leadership is the effective communication of a
story.Howard Gardner, Leading Minds An
Anatomy of Leadership
210
Best story wins!
211
REAL Org Change Demos Models (Model
Installations, ReGo Labs)/ Heroes (mostly
extant burned to reinvent govt)/ Stories
Storytellers (Props!)/ Chroniclers (Writers,
Videographers, Pamphleteers, Etc.)/ Cheerleaders
Recognition (PosgtgtNeg, Volume)/ New Language
(Hot/Emotional/WOW)/ Seekers (networking mania)/
Protectors/ Support Groups/ End RunsPull
Strategy (weird alliances, weird customers,
weird suppliers, weird alumnae-JKC)/ Field Real
People Focus (3 COs) (long way away)/ Speed
(O.O.D.A. Loopsact before the bad guys can
react)C.f., Bob Stone, Lessons from an Uncivil
Servant
212
JKC1. Scour for renegades
wine dine.2. Go outside for funds.
213
JKC
214
Make your own McKinsey (AP)
215
Build a School on top of a school/Continuing-Exe
c Ed (The Parallel Universe Strategy)
216
Stories Paint me a picture Story
infrastructure Demos Quick prototypes
Experiments Heroes Renegades Skunkworks
Demo Funds V.C. G.M. Roster Portfolio
Stones Rules JKCs Rules
217
Tempo He who has the quickest O.O.D.A. Loops
wins!Observe. Orient. Decide. Act. / Col.
John Boyd
218
Subversive ChangeBe(very)ware genetic
constraints (historys looong arm)You must
do GandhiHire weird (fulltime or temp)Find
the extant crazies (troll for them via offers to
join weird project teams)Create a (quiet)
Crazies Club/Keep extendin the WebCreate
boondocks projects by the truckload (with
partners of every flavor)Understand Yours is a
protection racketSky High Standards!! (Theres
a deadly serious reason for all thislife or
death)TP Heroes Allan Puckett Bob Stone Jill
Ker Conway Kelly Johnson John Boyd
219
Never doubt that a small group of committed
people can change the world. Indeed it is the
only thing that ever has. Margaret Mead
220
SP But can you turn a defensive player into
an offensive player?TP Yes! Work with
him/her to re-frame their principal project to
the point that their ego is fully engaged and it
becomes something of a life compulsion.
If you and I had 150K in the bank and on
the line and the day before the opening the Fire
Inspector
221
VALUE ADDED 3C
222
EXCELLENCE II. EXPERIENCE IT.
223
Experiences are as distinct from services as
services are from goods. Joe Pine Jim
Gilmore, The Experience Economy Work Is Theatre
Every Business a Stage
224
The 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
225
Experience 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
226
Club Med is more than just a resort its a
means of rediscovering oneself, of inventing an
entirely new me. Source Jean-Marie Dru,
Disruption
227
WHAT CAN BROWN DO FOR YOU?
228
Up, Up, Up, Up the Value-added Ladder.
229
The Value-added Ladder/ MEMORABLE
CONNECTIONSpellbinding Experiences
Gamechanging SolutionsServicesGoods Raw
Materials
230
Beyond the Transaction/ Satisfaction
MentalityGood hotel/ Happy guest/ Exceeded
Expectationsvs. Great Vacation/ Great
Conference/ Operation Personal Renewal
231
Warren Goes Shopping
232
Q Why did you buy Jordans Furniture?A
Jordans is spectacular. Its all
showmanship.Source Warren Buffet
interview/Boston Sunday Globe/12.05.2004
233
CXOChief eXperience Officer
234
Most executives have no idea how to add value to
a market in the metaphysical world. But that is
what the market will cry out for in the future.
There is no lack of physical products to choose
between.Jesper Kunde, Unique Now ... or Never
on the excellence of Nokia, Nike, Lego, Virgin
et al.
235
Extraction Goods Male dominanceServices
Experiences Female dominance
236
VALUE ADDED 3D
237
EXCELLENCE. DRAMATIC.DIFFERENCE.DOABLE.
238
The surplus society has a surplus of similar
companies, employing similar people, with
similar educational backgrounds, coming up with
similar ideas, producing similar things, with
similar prices and similar quality. Kjell
Nordström and Jonas Ridderstråle, Funky Business
239
This is not a mature category.
240
This is an undistinguished category.
241
When we did it right it was still pretty
ordinary. Barry Gibbons on Nightmare No. 1
242
798
243
415/SqFt/WalMart798/SqFt/Whole Foods
244
1/100 Best Companies to Work for/2005
245
Wegmans
246
7X. 730A-800P. F12A.93-03/10 yr annual
return CB 29 WM 17 HD 16. Mkt Cap 48
p.a.
247
?
248
Its simple, really, Tom. Hire for ?s, and,
above all, promote for ?s. Starbucks middle
manager/field
249
A man without a smiling face must not open a
shop. Chinese Proverb
250
EXCELLENCE. 1T.
251
Donnellys Weatherstrip Service Weymouth MA
252
EXCELLENCE. 1T.
253
Jims Group Jim Penman/Empire Builders/MT
/Jan/Feb 2006/Australia
254
The Missing 900M Will the Boat Sink the Water
The Life of Chinas Peasants Chen Guidi and Wu
Chuntao
255
EXCELLENCE. 1T.
256
Cirque du Soleil!
257
Every time we come to a comfort zone, we will
find a way out. No Cloning. Reinvent the
brand with each new show. A typical day at the
office for me begins by asking, What is
impossible that I am going to do today?
Daniel Lamarre, president, Cirque du Soleil
258
EXCELLENCE. NO EXCUSES.
259
WallopWalMart16Or Why its so ABSURDLY
EASY to BEAT a GIANT Company
260
The Small Guys Guide Wallop
WalMart16 Niche-aimed. (Never, ever all
things for all people, a mini-WalMart.) Never
attack the monsters head on! (Instead steal niche
business and lukewarm customers.) Dramatically
Different (La Difference ... within our
community, our industry regionally, etc is as
obvious as the end of ones nose!) (THIS IS WHERE
MOST MIDGETS COME UP SHORT.) Compete on
value/experience/intimacy, not price. (You aint
gonna beat the behemoths on cost-price in 9.99
out of 10 cases.) Emotional bond with Clients,
Vendors. (BEAT THE BIGGIES ON EMOTION/CONNECTION!!
)
261
The Small Guys Guide Wallop WalMart16
Hands-on, emotional leadership. (We are a
great cool intimate joyful dramatically
different team working to transform our Clients
lives via Consistently Incredible
Experiences!) A community star! (Sell
local-ness per se. Sell the hell out of it!) An
incredible experience, from the first to last
momentand then in the follow-up! (These guys
are cool! They get me! They love me!) DESIGN
DRIVEN! (Design is a premier weapon-in-pursuit-o
f-the sublime for small-ish enterprises,
including the professional services.)
262
The Small Guys Guide Wallop WalMart16
Employer of choice. (A very cool, well-paid
place to work/learning and growth experience in
at least the short term marked by notably
progressive policies.) (THIS IS EMINENTLY
DO-ABLE!!) Sophisticated use of information
technology. (Small-ish is no excuse for small
aims/execution in IS/IT!) Web-power! (The Web
can make very small very big if the
product-service is super-cool and one
purposefully masters buzz/viral
marketing.) Innovative! (Must keep renewing and
expanding and revising and re-imagining the
promise to employees, the customer, the
community.)
263
The Small Guys Guide Wallop WalMart16
Brand-Lovemark (Kevin Roberts) Maniacs!
(Branding is not just for big folks with big
budgets. And modest size is actually a Big
Advantage in becoming a local-regional-niche
lovemark.) Focus on women-as-clients. (Most
dont. How stupid.) Excellence! (A small player
per me has no right or reason to exist unless
they are in Relentless Pursuit of Excellence. One
earns the rightone damn day and client
experience at a time!to beat the Big Guys in
your chosen niche!)
264
What Ive Learned about Small BusinessTom
Peters
265
Passion for PRODUCT.OBSESSION With Product.LOVE
The Product.Aim To Be ONLY ONES WHO DO WHAT WE
DO.Keep ADDIN Stuff.Invest UNWISELY in
RD.Reside Permanently In The DISCOMFORT
Zone.Unhealthy PARANOIA Is A Good Thing.Add
Clients That PUSH-PULL.SELL. SELL. SELL.
SELL.Go For Broke CUSTOMER CONTACT
PEOPLE.PERFECTION Customer Contact People.Hire
for ATTITUDE.INVITE On An Adventure. GREAT
CFO/Biz Guy-Gal. NASTY CFO/Biz
Guy-Gal.QUADRANGULAR LEADERSHIP
Visionary-Talent Fanatic-Project Manager-I.P.M.
(I.P.M. Inspired Profit Mechanic)
266
Seminars Travel 65Research Writing
40-50Admin/Stuff 15Greater than 100
considerable research-writing is performed on the
road
267
GREAT Logo.DESIGN! OVERDO Marketing
Materials.WOMEN Roar. WOMEN Rule. WOMEN
Buy.Diversity Be RELENTLESS. Cut And
RUN.Product Includes-Features the
PACKAGING.Define Your DRAMATIC DIFFERENCE
(R.P.O.V.8)Best STORY Wins.DRESS For
Success.First Goal AMUSE Yourself.Know
YOURSELF. DONT Do Stuff You Hate.
Over-invest In RELATIONSHIPS. (R.O.I.R.
Return On Investment in Relationships)SYSTEMATICA
LLY Manage Relationships.Work The SUPPORT
PEOPLE In Client Orgs.
268
BLOG As If Your Life Depended On
It.SOPHISTICATED Use Of Infotech.RESPONSE To
Problems.Make Em PAY.CLOSE The Sale. Invest
BIGTIME In PR.Media FRIENDLY.Live-To-SCHMOOZE.F
un/Laughter MBWA Stay In Touch.You
Must Be The Change You Wish To See In The
World/GANDHI5K For 5M.Your CALENDAR Never
Lies.OUT Pastels. IN Technicolor
269
JUST SAY NO TO C.E.O. CIO/Chief Innovation
Officer. CSO/Chief Sales Officer. CWO/Chief Wow
OfficerEXCELLENCE Is Very Cool.
MICRO-MANAGE Your Reputation.Wear Your
Integrity On Your SLEEVE.KEEP Your
Promises.EXECUTION!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!A Man Without A Smiling Face MUST NOT
Open His Shop.RECOGNITION! Work HARD, Not
Smart.Insanely Great. THE STANDARD.
270
Small Giants Companies That Choose To Be Great
Instead Of Big by Bo Burlingham
271
The SmallMart Revolution How Local Businesses
Are Beating Local Competition Michael Shuman
272
I Bacteria Man HEREBY PLEDGEWhen asked,
What are some examples of companies stepping up
to todays challenges? I will NEVER AGAIN
offer an example of a Giant Company instead Ill
refer to Cirque du Soleil, Donnellys
Weatherstrip Service, 3K tanning salons, 10.6M
women-owned businesses (or the typically/95
female recipients of micro-lending) There
is more to Biz Life than Giant Cos LOTS MORE
that hidden 99
273
VALUE ADDED 3E
274
EXCELLENCE III. DREAM IT.
275
DREAM A dream is a complete moment in the life
of a client. Important experiences that tempt the
client to commit substantial resources. The
essence of the desires of the consumer. The
opportunity to help clients become what they want
to be. Gian Luigi Longinotti-Buitoni
276
Furniture vs. DreamsWe do not sell furniture
at Domain. We sell dreams. This is accomplished
by addressing the half-formed needs in our
customers heads. By uncovering these needs, we,
in essence, fill in the blanks. We convert
needs into dreams. Sales are the inevitable
result. Judy George, Domain Home Fashions
277
No longer are we only an insurance provider.
Today, we also offer our customers the products
and services that help them achieve their dreams
whether its financial security, buying a car,
paying for home repairs, or even taking a dream
vacation. Martin Feinstein, CEO, Farmers Group
278
Six Market Profiles1.
Adventures for Sale2. The Market for
Togetherness, Friendship and Love3. The
Market for Care4. The Who-Am-I Market5. The
Market for Peace of Mind6. The Market for
Convictions Rolf Jensen/The Dream Society
How the Coming Shift from Information
to Imagination Will Transform Your Business
279
Six Market Profiles1.
Adventures for Sale/ IBM-UPS2. The Market for
Togetherness, Friendship and Love/ IBM-UPS3.
The Market for Care/ IBM-UPS4. The Who-Am-I
Market/ IBM-UPS5. The Market for Peace of Mind/
IBM-UPS6. The Market for Convictions/ IBM-UPS
Rolf Jensen/The Dream Society How the Coming
Shift from Information to Imagination
Will Transform Your Business
280
Up, Up, Up, Up the Value-added Ladder.
281
The Value-added Ladder/ EMOTIONDreams Come
TrueSpellbinding Experiences Gamechanging
SolutionsServicesGoods Raw Materials
282
CDMChief Dream Merchant
283
Big Blue
284
The sun is setting on the Information
Societyeven before we have fully adjusted to its
demands as individuals and as companies. We have
lived as hunters and as farmers, we have worked
in factories and now we live in an
information-based society whose icon is the
computer. We stand facing the fifth kind of
society the Dream Society. Future products
will have to appeal to our hearts, not to our
heads. Now is the time to add emotional value to
products and services. Rolf Jensen/The Dream
SocietyHow the Coming Shift from Information to
Imagination Will Transform Your Business
285
EXCELLENCE IV. LOVE IT.
286
Brands have run out of juice. Theyre dead.
Kevin Roberts/Saatchi Saatchi
287
Kevin Roberts Lovemarks!
288
Brand . LovemarkRecognized by
consumers . Loved by PeopleGeneric
PersonalPresents a narrative
.. Creates a Love storyThe promise of
quality A touch of SensualitySymbolic
.. IconicDefined
.. InfusedStatement
.. StoryDefined attributes
... Wrapped in MysteryValues
. SpiritProfessional
... Passionately CreativeAdvertising
agency .. Ideas companySource Kevin
Roberts, Lovemarks
289
When we were working through the essentials of a
Lovemark, Mystery was always at the top of the
list. Lovemarks The Future Beyond Brands,
Kevin Roberts
290
Lovemarks are owned by the people who love
them. Lovemarks The Future Beyond Brands,
Kevin Roberts
291
(No Transcript)
292
(No Transcript)
293
(No Transcript)
294
(No Transcript)
295
Tattoo Brand What of users would tattoo the
brand name on their body?
296
Top 10 Tattoo BrandsHarley . 18.9Disney
.... 14.8Coke . 7.7Google .... 6.6Pepsi ....
6.1Rolex . 5.6Nike . 4.6Adidas .
3.1Absolut . 2.6Nintendo . 1.5BRANDsense
Build Powerful Brands through Touch, Taste,
Smell, Sight, and Sound, Martin Lindstrom
297
Top 10 Tattoo BrandsHarley . 18.9Disney
.... 14.8Coke . 7.7Google .... 6.6Pepsi ....
6.1Rolex . 5.6Your name here ??Nike .
4.6Adidas . 3.1Absolut . 2.6Nintendo .
1.5BRANDsense Build Powerful Brands through
Touch, Taste, Smell, Sight, and Sound, Martin
Lindstrom
298
Up, Up, Up, Up the Value-added Ladder.
299
The Value-added Ladder/ ECSTASY Lovemark
Dreams Come True Spellbinding
ExperiencesGamechanging SolutionsServicesGoods
Raw Materials
300
CL OChief Lovemark Officer
301
Damn it
302
Lovemark?! IBMUPSPSFLogistics
DepartmentHR Department
303
Up, Up, Up, Up the Value-added Ladder.
304
Ladder.2006 4 of 7! Lovemark Dreams Come
True Spellbinding ExperiencesGamechanging
SolutionsServicesGoodsRaw Materials
305
EXCELLENCE.SOUL I.THE STORY.
306
Storytelling is the core of culture.
Branded Nation The Marketing of Megachurch,
College Inc., and Museumworld, James Twitchell
307
Best story wins!
308
Market Power Story Power
Sl