Annotated master (“the works”) presentation/ Tom Peters’ Re-Imagine excellence!

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CDO* *Chief Design Officer

  • A … Chief Design Officer … is a clear need in a sizeable organization.
  • And some form of CDO assignment is/can be of abiding importance in the smallest of firms.
  • Again: Regardless of industry.

“Businesspeople don’t need to ‘understand designers better.’ Businesspeople need to be designers.” —Roger Martin/Dean/Rotman Management School/University of Toronto

Design is … * The reception area * The loo!! * Dialogues at the call center * Every electronic (or paper) form * Every business process “map” * Every email * Every meeting agenda/setting/etc. * Every square meter of every facility * Every new product proposal * Every manual * Every customer contact * A consideration in every promotion decision * The presence and ubiquity of an “Aesthetic sensibility”/ “Design mindfulness” * An encompassing “design review” process * Etc. * Etc.

Hypothesis: Men CANNOT design for women’s needs!!??

  • Sooooo …..
  • Women BUY (Everything)!
  • “Forget CHINA, INDIA and the INTERNET: Economic Growth Is Driven by WOMEN.”
  • Source: Headline, Economist
  • Not an iota of exaggeration.
  • (But many a missed opportunity.)
  • “Since 1970, women have held two out of three new jobs. According to the Economist, which compiled studies from a number of research firms, the arrival of this new workforce has done more to encourage global growth than increases in capital investment and improvements in productivity. ‘Over the last 10 years the increase in women [in the workplace] in developed countries has made more of a contribution to global growth than China has,’ concludes the British weekly.”
  • Source: “Women Are Drivers of Global Growth,” Aude Zieseniss de Thuin,
  • founder and president of the Women’s Forum for the Economy and Society (FT)
  • W > 2X (C + I)*
  • *“Women now drive the global economy. Globally, they control about $20 trillion in consumer spending, and that figure could climb as high as $28 trillion in the next five years. Their $13 trillion in total yearly earnings could reach $18 trillion in the same period. In aggregate, women represent a growth market bigger than China and India combined—more than twice as big in fact. Given those numbers, it would be foolish to ignore or underestimate the female consumer. And yet many companies do just that—even ones that are confidant that they have a winning strategy when it comes to women. Consider Dell’s …”
  • Source: Michael Silverstein and Kate Sayre, “The Female Economy,” HBR, 09.09
  • $28,000,000,000,000.
  • (Lots of ZEROS.)

“Women are THE majority market” —Fara Warner/The Power of the Purse

Women as Decision Makers/Various sources Home Furnishings … 94% Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment) Houses … 91% D.I.Y. (major “home projects”) … 80% Consumer Electronics … 51% (66% home computers) Cars … 68% (influence 90%) All consumer purchases … 83% * Bank Account … 89% Household investment decisions … 67% Small business loans/biz starts … 70% Health Care … 80% *In the USA women hold >50% managerial positions including >50% purchasing officer positions; hence women also make the majority of commercial purchasing decisions.

  • Women as …
  • Purchasing agents: 55%
  • Purchasing managers: 42%
  • Wholesale/retail buyers: 52%
  • Employee health-benefit
  • plans: 60%
  • Source: Martha Barletta/TrendSight Group/0517.11
  • With stats like these, one can see that women are driving the purchase of the bulk of commercial goods, not just consumer goods.

“The MOST SIGNIFICANT VARIABLE in EVERY sales situation is the GENDER of the buyer, and more importantly, how the salesperson communicates to the buyer’s gender.” —Jeffery Tobias Halter, Selling to Men, Selling to Women

  • The Perfect Answer
  • Jill and Jack buy slacks in black…
  • Gets a belly laugh in my speeches—and [almost] all agree it’s true. And while it may be amusing—the consequences, as previously stated, run to trillions of dollars.
  • (Source: Martha Barletta, The TrendSight Group.)
  • Sales/After-sales Process
  • 1.    Kick-off  – Women
  • 2.    Research – Women
  • 3.    Purchase  – Men
  • 4.    Ownership – Women
  • 5.    Word-of-mouth – Women
  • Source: Martha Barletta, Marketing to Women: How to Increase Your Share of the World’s Largest Market
  • She still allows him to preserve his ego by signing the check—though women are now the primary breadwinner in a large share of families.
  • Great read.

We (old farts like me) Got the $$$$$$


  • USA:
  • 1 boomer will turn 65
  • Every 8 SECONDS
  • For the next 20 YEARS.
  • (And the boomers have the money—and the time to spend it.)
  • !!!!!!!!!!!!!!!!!
  • This one really put things in perspective for me.
  • Profound CONSEQUENCES.
  • “In 2009, households headed by adults ages 65 and older ... had 47 times as much net wealth as the typical household headed by someone under 35 years of age. In 1984, this had been a less lopsided
  • 10-to-1 ratio.”
  • Source: Pew Research/10.11
  • 1/8/20 (One USA boomer will turn 65 every 8 seconds for the next 20 years.)
  • 10/1/22 (USA adult population will have grown by 23 million between 2006 and 2016. Ages 18-49 will have grown by a million, age 50+ will have grown by 22 million.)
  • >50@50 (At age 50, we have more than 50% of our adult life ahead of us.)
  • 7/13 (An American will buy 13 cars in the course of a lifetime—7 after the age of 50.)
  • 10-25 (Boomers inherit $10-25 trillion in the next 20 years.)
  • 47X (Net wealth of households headed by 65+ is 47X greater than net wealth of households headed by someone <35.)
  • 55+ > 55- (55-plus are more active in online finance, shopping and entertainment than those under 55)

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