The Challenge: To Create More Value in All Negotiations

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The PSF Solution Tom Peters/19 February
2015 PSF/Professional Service Firm
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THE WORK
MATTERSThe Professional Service Firm50 Fifty
Ways to Transform Your Department into a
Professional Service Firm Whose Trademarks are
Passion and Innovation! The Project50 Fifty
Ways to Transform Every Task into a Project
That Matters! The Brand You50 Fifty Ways to
Transform Yourself from an Employee into a
Brand That Shouts Distinction, Commitment, and
Passion!
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After a recent presentation at the Auckland
Business School, I was asked a pointed
questionand flubbed the answer. I was asked if
my emphasis on people-development-first
amounted to keeping unnecessary workers on the
payroll. I said of course notand stopped there.
Whoops! That stopping point (no make work) has
in fact been my starting point since 1999, when I
published a 3-book series we called The Work
MattersThe Professional Service Firm50 Fifty
Ways to Transform Your Department into a
Professional Service Firm Whose Trademarks are
Passion and Innovation! The Project50 Fifty
Ways to Transform Every Task into a Project
That Matters! The Brand You50 Fifty Ways to
Transform Yourself from an Employee into a
Brand That Shouts Distinction, Commitment, and
Passion! At about the same time (actually Y2K),
I had outrageously written in a Time magazine
cover story, I believe that ninety percent of
white-collar jobs in the U.S. will be either
destroyed or altered beyond recognition in the
next 10 to 15 years. That doesnt look so
outrageous today. E.g., consider this headline
from the 11 NOV 2014 Telegraph (UK), Ten
Million Jobs at Risk from Advancing Technology
Up to 35 of Britains jobs will be eliminated by
new computing and robotics technology over the
next 20 years, say experts from Deloitte and
Oxford University.So the idea, then, in an
oversimplified nutshell, is to avoid professional
and organizational extinctionand in fact pursue
growthby vaulting up the value added chain.
Become a remarkable brand you performing 100
value-added wow projects in an organizational
unit transformed into an innovative professional
service firme.g., devoted to applying
intellectual capital to the organizations
products and services. (The overall home
organization, per my model, seeks differentiation
by becoming a collection of integrated
professional service firms.) As you will see
below, many are on this road. Consider this, for
example, from a recent Economist story
Rolls-Royce now earns more from tasks such as
managing clients overall procurement strategies
and maintaining aerospace engines it sells than
it does from making them.There is more than
one path to salvation in the face of exponential
technology changebut whatever the path, it will
require in some form or other adding new soft
services valueand transforming oneself into a
distinguishable (specialist/growth-obsessed/brand
you) professional.Or so I believe. (Wish Id
said all that in the first place.)
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Destruction
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The root of our problem is not that were in a
Great Recession or a Great Stagnation, but
rather that we are in the early throes of a
Great Restructuring. Our technologies are racing
ahead, but our skills and organizations are
lagging behind. Source Race AGAINST the
Machine, Erik Brynjolfsson and Andrew McAfee
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Ten Million Jobs at Risk from Advancing
Technology Up to 35 percent of Britain's jobs
will be eliminated by new computing and robotics
technology over the next 20 years, say experts
Deloitte/Oxford University.
Headline,Telegraph (UK), 11 November 2014
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I believe that ninety percent of white-collar
jobs in the U.S. will be either destroyed or
altered beyond recognition in the next 10 to 15
years. Tom Peters (22 May 2000/cover/Time
magazine)
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Jobsincluding high-pay white collar jobsare
evaporating and the evaporation rate will only
accelerate in the years ahead.
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-1/1/2
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SP 500 1/-1 Every 2 weeks! Source
Richard Foster (via Rita McGrath/HBR/12.26.13
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Mr. Foster and his McKinsey colleagues collected
detailed performance data stretching back 40
years for 1,000 U.S. companies. They found that
NONE of the long-term survivors managed to
outperform the market. Worse, the longer
companies had been in the database, the worse
they did. Financial Times
12
Big companies have never had, on average,
sustaining success. This, too, is an accelerating
phenomenon. And, anything like normal employment
growth is, as they say, history.
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The Magnificent Monsters of Motueka (et al.)
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The Future Is Small Why AIM Will Be the Worlds
Best Market Beyond the Credit BoomGervais
Williams, superstar fund manager (FT /1217.14
Research shows that new and small companies
create almost all the new private sector jobs and
are disproportionately innovative.)
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THE RED CARPET STORE (Joel Resnick/Flemington NJ)
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Emmys? Oscars? Name the big awards ceremonyand
these guys did the red carpetsthey own the
market. As do the next twodry basements, giant
sea anchors for the U.S. Navy and its ilk.I
LOVE THESE GUYS!
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BE THE BEST. ITS THE ONLY MARKET THATS NOT
CROWDED. From Retail Superstars Inside the 25
Best Independent Stores in America, George Whalin
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Basement Systems Inc. (Larry Janesky/Seymour
CT)Dry Basement Science (100,000
copies!)1990 0 2003 13M 2010
80,000,000
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The Magicians of Motueka (PLUS)! W.A. Coppins
Ltd. (Coppins Sea Anchors/ PSA/para sea
anchors) Textiles, 1898 thrive on wicked
problems e.g., U.S. Navy STLVAST (Small To
Large Vehicle At Sea Transfer) custom fabric
from W. Wiggins Ltd./Wellington (specialty
nylon, Dyneema, from DSM/Netherlands)
20
MITTELSTAND agile creatures darting
between the legs of the multinational monsters
(Bloomberg BusinessWeek)
21
German economic success comes courtesy its
mid-sized niche ownersthe Mittelstand.
22
I love Middle-sized Niche- Micro-niche
Dominators! Own a niche through
EXCELLENCE! (Writ large Germanys MITTELSTAND)
23
Specialized, agile providers of high value added
services and products are more and more becoming
an economys economic engine. The big guys need
to understand thisas do you and I.
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The (ENORMOUS) Services Added Opportunity
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You are headed for commodity hell if you dont
have services.)
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How do you hold onto jobsor increase them in the
face of these staggering forces of contraction?
How do you surviveor thrivein general? One way,
perhaps the best way, is to pursue a services
added growth strategywhich happens to also be
(more or less) people intensive.
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Rolls-Royce now earns more from tasks such as
managing clients overall procurement strategies
and maintaining aerospace engines it sells than
it does from making them. Economist
28
Enginesto engine and aircraft services.Or,
perhaps, aircraft services and, uh, engines too?
(FYI In my view, this, especially writ large,
is pretty damned extraordinary!)
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IBMtoIBM
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Rolls. And IBM Machines (M) to business
systems (B). And a 50 billion services
business is bornperhaps the biggest PSF
(Professional Service Firm) in history.Definitely
the driver of future growth.
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55BIBM Global Services/Systems integrator
of choice
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Planetary Rainmaker-in-Chief!Former CEO Sam
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
yearthat technology companies have never been
able to touch. Fortune
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Customer Satisfaction to Customer Success
Were getting better at Six Sigma quality
improvement every day. But we really need to
think about the customers profitability Are
customers bottom lines really benefiting from
what we provide them? Bob Nardelli, then
chief of GE Power Systems
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Huge Customer Satisfaction with
product/Service to CUSTOMER SUCCESS
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UPS to UPS
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Growth driver flips From packages (P) to
integrated logistics/supply chain services (S)
including physical delivery.
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UPS used to be a trucking company with
technology. Now its a technology company with
trucks. Forbes
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Big Browns New Bag UPS Aims to Be the Traffic
Manager for Corporate America Headline/BW
UPS wants to take over the sweet spot in the
endless loop of goods, information and capital
that all the packages it moves represent.
ecompany.com Its all about solutions. We
work with customers on creating and running
better, stronger, cheaper supply chains. Bob
Stoffel, UPS senior exec
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THE GIANT STALKING BIG OIL How Schlumberger Is
Rewriting the Rules of the Energy Game. IPM
Integrated Project Management strays from
Schlumbergers traditional role as a service
provider and moves deeper into areas once
dominated by the majors. Source BusinessWeek
cover story, January 2008
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IPMs Chief Well do just about anything an
oilfield owner would want, from drilling to
production.
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Medtronic An oceanic shift from sophisticated
medical devices (which are to some extent
becoming commoditized) to taking advantage of
in-hospital relationships to make incursions into
the hospital services management business.
42
I. LAN Installation Co. (3 local market
share)II. Geek Squad. (30 local market share
with name change.)III. Acquired by Best
Buy.IV. FLAGSHIP OF BEST BUY WHOLESALE
SOLUTIONS STRATEGY MAKEOVER.
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A small local service provider becomes the engine
of an enormous company.
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IDEOs ProgressionProduct Design to Product
Design Training to Corporate Innovation/ Culture
Training/Consulting
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A peerless professional service firm does not sit
on its box of design awardsit dramatically
expands its service offerings. The new stuff is
now the dog that wags the tail.
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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
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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. One of the key
differentiators of our position in the market is
our attention to managing change and making
change stick in our customers organization.Je
ff Thull, The Prime Solution Close the Value
Gap, Increase Margins, and Win the Complex Sale
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Nobody said it was easy!
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Universal Value Added The PSF Solution (or
bust)
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Yes, I pretty much believe PSF OR BUST.
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The Professional Service Firm50 Fifty Ways to
Transform Your Department into a Professional
Service Firm Whose Trademarks Are Passion and
Innovation!
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BFO 28 While on the topic of WOW White
collar work is by and large ticketed to fall prey
to artificial intelligence/eye-popping algorithms
as well as globalization. Stand there and take it
on the chin? NO. My answer/1999 book/The
Professional Service Firm 50 CONVERT EVERY
DEPARTMENT/ UNIT AND YOURSELF INTO A
FULL-FLEDGED PSF/PROFESSIONAL SERVICES FIRM
WHOLLY DEDICATED TO EXCELLENCE WOW ADDING
SKYSCRAPING VALUE TO THEIR/ YOUR CUSTOMERS
USUALLY INTERNAL CUSTOMERS ACTIVITIES. Why
not? There is no good reason not to proceed in
this direction within the fortnight!
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BFO/Blinding Flash of the Obvious. I wrote a
presentation on my 40 BFOs. This was among
them.
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Department Head/Cost center/Overhead to
Managing Partner, HR (IS, RD, etc.) Inc.
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Staff Departments per se are DOOMED. Either
gone or going. An (the?) answer Value Added
Services. WHAT ELSE?Saves jobs. Adds jobs!
Adds value per se. An (the?) engine of growth.
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WHITE-COLLAR SURVIVAL STRATEGY 1 Department as
Small-ish/Entrepreneurial BUSINESS E.g.
Training Inc., a 14-person unit in a 50-person
HR department in a 200M business unit in a 3B
corporationaiming for Excellence WOW! PSF/
Professional Service Firm (See my Professional
Service Firm 50 Fifty Ways to Transform Your
Department Into A Professional Service Firm
Whose Trademarks Are Passion and Innovation!)
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A sub-department of a department now becomes a
full-fledged PSF.(I see these folks as
Mittelstanders, Middle-sized Niche-
/Micro-niche Dominators! E.g., The Red Carpet
Store of a certain type of training. Remember
Be the best, its the only market thats not
crowded.)
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Date September 2013Location ChicagoClient
500 law-firm partners from a single
FirmComplaint Legal practice becoming
commoditized/ big clients cutting costs,
bringing the work inside, more and more
competitive bid situations
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Yup. Lawyers, too.
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PSF Transformation Credit
Department/TrekWas
IsCredit Dept
Financial
ServicesHammer on dealers until
Make dealers successful so they pay.
they CAN pay.AR
sold to 3rd party Trek
is the commercial financialcommercial co.
Company.23 employees
12
employeesOversee peak AR of 70M.
Oversee peak AR of 160M.Identify risky
dealers. Identify
opportunities.Cost Center
Profit CenterNo products
Products
Consulting, MC/Visa,
stored value of
gift cards, gift card
peripherals,
online paymentsSource John Burke/0330.06

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Trek, the bike folks, adopt the PSF Model.
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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)
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Fleet ManagerRolling Stock Cost Minimization
Officervs/orChief of Fleet Lifetime Value
Maximization Strategic Supply-chain
Executive Customer Experience Director (via
drivers, etc.)
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Are you/your departmental gang the
Principal Engine of Value Added
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!
66
Big Idea Corporation as MEGA-PSF
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!
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PSF/Professional Service Firm/BeliefsPROFES
SION CALLING/PASSION TO MAKE ADIFFERENCE/EXCELLE
NCE (ALWAYS)POINT OF VIEW KNOW EXACTLY WHAT
WESTAND FOR/DRAMATIC DIFFERENCECLIENT
ENDURING, TEST-THE-LIMIT RELATIONSHIP/TRUSTED
ADVISORSOLUTION ROCK HIS-HER WORLD/
WOW/IMPLEMENTED CULTURE CHANGE/gtgtgt
SATISFACTION
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The PSF35 The Work The Legacy1.
CRYSTAL CLEAR POINT OF VIEW (Every
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
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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
Project.13. Client Team Members routinely
declare that working with us was the Peak
Experience of my Career.14. 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 CHANGE.16.
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?
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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
Retirement).24. Office/Practice Leaders
Evaluated Primarily on Mentoring-Team
Building Skills. 25. A PROPRIETARY TALENT
DEVELOPMENT PROCESS (GE). 26. Team
Leadership Skills Valued Early.27. Partner with
B.I.W. (Best In World) Outsiders as Needed
and to Infuse Different Views.
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Every PSF must have a formal formidable RD
budget. PERIOD.
73
!
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Universal Value Added The Wow Projects
Solution (or bust)
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The Project50 Fifty Ways to Transform Every
Task into a Project That Matters!
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The WOW Project 50YOU/PSF WOW PROJECT
PORTFOLIO
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The PSF is a collection of projects. The rockin
rollin value addin PSF is a collection of
WOW Projects!
78

• The WOW
  Project 50
• CREATE
• 1. REFRAME NEVER ... EVER! ... ACCEPT A
  PROJECT/ASSIGNMENT AS GIVEN!
• 2. TRANSLATE YOUR DAILY EXPERIENCES INTO COOL
  STUFF TO DO.
• 2A. Become a Benchmarking Fanatic LOOK at
  every-small-thing-that-happens-to-you as a Golden
  Learning Opportunity.
• 3. Improve your vocabulary! Learn to love WOW!
  Use the word. WOW!
• 4. There are no small projects IN EVERY
  LITTLE FORM OR PROCEDURE, IN EVERY LITTLE
  PROBLEM THERE USUALLY LURKS A B-I-G PROJECT!
• 4A. CONVERT today's annoying chore into a WOW!
  Project. THE B-I-G IDEA THERE'S NO SUCH THING AS
  A GIVEN.
• 5. Put on the brakes! DONT BETRAY WOW!
• 6. LOVE MAKES THE WORLD GO ROUND!
• 7. Will itthe project, our babybe beautiful?
  Yes ... BEAUTIFUL!
• Design-Is-It. I.e. One of the single most
  powerful forces in the whole bloody universe.
• 9. IS THE PROJECT REVOLUTIONARY? (ARE YOU SURE?)
• Source The Project50 Fifty Ways to Transform
  Every Task into a Project That Matters!

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The
WOW Project 50 10. Is the Web factored into the
project? In a b-i-g way? 11. Impact. Henry James
asked this, as his ultimate question, of an
artist's work Was it worth doing? 11A. Made
Anybody(s) Angry Lately? 12. RAVING FANS! 12A.
Women-as-Raving Fans. Women take to
products/servicesand, thence, project
deliverablesfor (very) different reasons than
men. 13. Pirates-on-the-high-seas. We are on a
Mission/Crusade. We plan to upset the applecart
(conventional wisdom) Big Time ... and Make a
Damn Difference. 14. If you can (hint you
can!), create a place. That Is ... Pirates Need
Ships at Sea and Caves on Land. (Safe Houses in
Spy-speak.) 15. Put it in your resume. NOW!
PICTURE YOURSELF CROSSING THE FINISH LINE. 16.
THINK RAINBOW! 17. THINK ... OR RETHINK ... OR
REFRAME ... YOUR CONCEPT ... INTO A BUSINESS
PLAN. 18. Think/obsess ... D-E-A-D-L-I-N-E. Be
ridiculously/absurdly/insanely demanding of
yourself/your little band of renegades.
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The
WOW Project 50 19. Find a Wise Friend. WOW
Projects Aint Easy! They Stretch You, Stress
You, and Often Vex You. And the Organization. 20.
FINDAND THEN NURTUREA FEW (VERY FEW)
CO-CONSPIRATORS. 20A. Find at least one
user/co-conspirator. NOW. Think user from the
start. 21. Consider carrying around a little
card that reads

WOW!
BEAUTIFUL!

REVOLUTIONARY!
IMPACT!

RAVING FANS!

EXCELLENCE! SELL 22. Be S-U-C-C-I-N-C-T.
Describe your project (its benefits and its WOW!)
in T-H-R-E-E minutes. 22A. METAPHOR TIME! The
pitchand every aspect of the projectworks
best if there is a compelling theme/image/hook
that makes the whole thing cohere, resonate, and
vibrate with life. 23. SALES MEANS SELLING ...
EVERYONE! 24. Hey WOW Project Life Sales.
Right? So ... WORK CONSCIOUSLY ON BUZZ. GET
VISIBLE AND STAY VISIBLE. 25. Do your Community
Work. Start to Expand the Network! ASAP.
81

• The
  WOW Project 50
• 26. Last is as good as first. If they support
  you ... they are your friends.
• 27. Preach to the choir! Never forget your
  friends!
• 28. Don't try to convert your enemies. Dont
  waste time on them.
• 29. CREATE AN A-TEAM ADVISORY BOARD.
• 30. Become a Master Bootstrapper. You heard it
  here first Too much initial money ... kills!
• Think B-E-T-A! As in ... Beta Site(s). You need
  customer-partners ... as safe-haven testing
  grounds for rough prototypes.
• IMPLEMENT
• 32. CHUNK! CHUNK! CHUNK! Weve gotta break
  itour project, now on the movedown into
  tidbit/do-it-today/do-it-in-the-next-four-hours
  pieces.
• 33. Live ... Eat ... Sleep ... Breathe
  Prototype! I.e. BECOME AN UNABASHED PROTOTYPING
  FANATIC.
• 33A. Teach prototyping. Prototyping is a
  corporate culture issue. I.e. Work to create a
  Culture of Prototyping.
• 34. PLAY! FIND PLAYMATES!
• 35. Scrunch the Feedback Loops!
• 36. BLOW IT UP! PLAY ... AND DESTRUCTION ... ARE
  HANDMAIDENS.

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The WOW
Project 50 37. Keep recruiting! Iron Law WOW
Projects Call for WOW! People. Never stop
recruiting! 37A. WANTED COURT JESTER. 38. Make
a B-I-G binder! This is the Project Bible. It's
the Master Document ... the macro-map. 39. List
mania. Ye shall make lists ... and the lists
shall make ye omniscient. (No joke.) 40. Think
(live/sleep/eat/breathe) Timeline/
Milestones. 40A. WANTED MS. LAST TWO
PERCENT! 41. Master the 15-Minute Meeting. You
can change (or at least organize) the world in 15
minutes! 42. C-E-L-E-B-R-A-T-E! 42A. CELEBRATE
FAILURES! 43. Station break! The keynote here is
action. Exactly right! But Don't allow the
action fanaticism to steer you off course re
WOW!/Beauty/Revolution/Impact!/Raving Fans. 44.
A Project Has an Identity. Its Alive. PROJECT
LIFE ... SPIRIT ... PERSONALITY.
83

• The
  WOW Project 50
• 45. Cast the Net a Little/Lot Farther Afield.
• 46. It's the U-S-E-R, stupid! Never lose sight
  of the user community.
• Concoct a B.M.P./Buzz-Management Program.
  Marketing is
• Implementation.
• EXIT
• 48. SELL OUT! It's been us against them ...
  and one heck of a ride. But now the time has come
  to dance with the suits ... if we really want
  full impact.
• 48A. Recruit a Mr. Follow-up ... Who Is as
  Passionate as You Are! (And L-O-V-E-S
  Administration.)
• 49. SEED YOUR FREAKS INTO THE MAINSTREAM ...
  WHERE THEY CAN BECOME MUTANT VIRUSES FOR YOUR
  (QUIRKY) POINT OF VIEW!
• 50. Write up the project history. Throw a Grand
  Celebratory Bash!

84
Creative Destruction
85
We are in no danger of running out of new
combinations try. Even if technology froze
today, we have more possible ways of configuring
the different applications, machines, tasks, and
distribution channels to create new processes and
products than we could ever exhaust. Erik
Brynjolfsson and Andrew McAfee, Race Against the
Machine How the Digital Revolution Is
Accelerating Innovation, Driving Productivity and
Irreversibly Transforming Employment and the
Economy
86
I believe it. Plenty of stuff to do.(For the
imaginative.)
87
Universal Value Added The Brand
YouSolution (or bust)
88
Success.2015 Mega-value adding PSF Brand Yous
(100 entrepreneurs) executing WOW Projects.I
believe it. Fact There is plenty of stuff to
do.
89
Muhammad Yunus All human beings are
entrepreneurs. When we were in the caves we were
all self-employed . . . finding our food, feeding
ourselves. Thats where human history began . . .
As civilization came we suppressed it. We became
labor because they stamped us, You are labor.
We forgot that we are entrepreneurs.
Muhammad Yunus, Nobel Laureate/The News
Hour/PBS/1122.2006
90
For Marx, the path to social betterment was
through collective resistance of the proletariat
to the economic injustices of the capitalist
system that produced such misshapenness and
fragmentation. For Emerson, the key was to jolt
individuals into realizing the untapped power of
energy, knowledge and creativity of which all
people, at least in principle, are capable. He
too hated all systems of human oppression but
his central project, and the basis of his legacy,
was to unchain individual minds. Lawrence
Buell, Emerson
91
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
92
HAROLD H. HESITANTB.A. M.S. Ph.D.1965-2015
HE WANTED TO DO SOME REALLY COOL STUFF BUT
HIS BOSS WOULDNT LET HIM!
93
Distinct or Extinct.
94
The Brand You50 Fifty Ways to Transform Yourself
from an Employee into a Brand That Shouts
Distinction, Commitment, and Passion!
95
Final Exam Questions Re
Your Job/Talent/Qualifications1. Can someone
overseas do it cheaper?2. Can a computer do
it faster?3. Is what youre selling in
demand in an age of abundance?Source Dan
Pink
96
New Work Survival Kit
2012 1. Mastery! (Best/Absurdly Good at
Something!)2. Manage to Legacy. (All Work
Memorable/Braggable WOW Projects!) 3.
USP/Unique Selling Proposition (R.POV8
Remarkable Point of View captured in 8 or
less words). 4. Networking Obsession (from
vertical/hierarchy/suck up loyalty to
horizontal/colleague/mate loyalty).5.
Entrepreneurial Instinct (A sleepless Eye for
Opportunity! E.g. Small Opportunity for
Independent Action beats faceless part of
Monster Project).6. CEO/Leader/Businessperson/Clo
ser. (CEO, Me Inc. Period! 24/7!)7. Mistress of
Improv (Play a dozen parts simultaneously, from
Chief Strategist to Chief Toilet Scrubber).8.
Sense of Humor (A willingness to Screw Up, Shrug
Move On). 9. Comfortable with Your Skin. (Bring
interesting you to work!)10. Intense Appetite
for Technology. (E.g. Are you a leading edge
user of Social Media?)11. Embrace
Marketing (Your own CSO/Chief Storytelling
Officer).12. Obsessed with Renewal (Your own
CLO/Chief Learning Officer). 13. Execution
Excellence! (Show up early! Leave late! Sweat the
details!) 14. EXCELLENCE. PERIOD. (What else?)
97
A professional ability to work
unsupervisedability to certify the
completion of a jobability to behave with
integrity at all timesSource Subroto Bagchi,
The Professional Defining the New Standard of
Excellence at Work
98
Personal Brand Equity Evaluation

• My current Project is challenging me in these
  ways
• New things Ive learned in the last 90 days
  include
• I am known for (2 to 3 things) next year at this
  time Ill also be known for (1 more thing).
• My public recognition program consists of
• Substantial additions to my Network in the last
  90 days include
• MY RESUME IS DISCERNIBLY DIFFERENT FROM LAST
  YEARS
• AT THIS TIME AS FOLLOWS

99
"The illiterate of the 21st Century will not be
those who cannot read or write, but those who
cannot learn, unlearn and relearn." Alvin Toffler
100
My ancestors were printers in Amsterdam from
1510 or so until 1750, and during that entire
time they didnt have to learn anything
new.Peter Drucker, Business 2.0
101
You must realize that how you invest your human
capital matters as much as how you invest your
financial capital. Its rate of return determines
your future options. Take a job for what it
teaches you, not for what it pays. Instead of a
potential employer asking, Where do you see
yourself in 5 years? youll ask, If I invest my
mental assets with you for 5 years, how much will
they appreciate? How much will my portfolio of
career options grow? Stan Davis Christopher
Meyer, futureWEALTH
102
Brand Equity DEPRECIATIONRate 15?,
25?Therefore Formal Investment
Strategy/F.R.I.P.FORMAL Renewal Investment
Plan
103
Addenda A tour of duty in finance!
104
Gotta learn the numbers. Gotta have pals in the
finance department.
105
This is the true joy of Life, the being used for
a purpose recognized by yourself as a mighty one
the being a force of Nature instead of a
feverish, selfish little clod of ailments and
grievances complaining that the world will not
devote itself to making you happy. G.B. Shaw,
Man and Superman
106
Bingo!
107
THE WORK
MATTERSThe Professional Service Firm50 Fifty
Ways to Transform Your Department into a
Professional Service Firm Whose Trademarks are
Passion and Innovation! The Project50 Fifty
Ways to Transform Every Task into a Project
That Matters! The Brand You50 Fifty Ways to
Transform Yourself from an Employee into a
Brand That Shouts Distinction, Commitment, and
Passion!
108
BE THE BEST. ITS THE ONLY MARKET THATS NOT
CROWDED. From Retail Superstars Inside the 25
Best Independent Stores in America, George Whalin