Tom Peters’ Lessons in Leadership Grand Rapids 02-23-00

Marketing to Women: Help Them Save Time! 80% … work 86% … cook 58% … run errands with kids 38% … take child to school 21% … go to the gym 21% … take outside classes

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Marketing to Women: Help Them Save Time! 80% … work 86% … cook 58% … run errands with kids 38% … take child to school 21% … go to the gym 21% … take outside classes

How Many Gigs You Got, Man? “Hard to believe … Different criteria” “Every research study we’ve done indicates that women really care about the relationship with their vendor.” Robin Sternbergh/ IBM

T.T.D. Do you [clearly] understand the difference between men’s and women’s purchasing habits?

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  • Again: STUDY! [It took me years to get a handle on “this stuff.”]

Not!! “Year of the Woman”

Enterprise Reinvention! Recruiting Hiring/Rewarding/ Promoting Structure Processes Measurement Strategy Culture Vision Leadership THE BRAND ITSELF!

“What kind of car does Mommy want?”

“I didn’t know [company] were giving company cars to secretaries.” Source: UK financial services CEO, 12/99

Not a Morality Play! “It is critical that we all understand that IBM is not marketing to women entrepreneurs because it is the thing to do, or even the right thing to do. We are marketing to women entrepreneurs because it is a huge opportunity.” Cherie Piebes


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  • Discuss … AT LENGTH!

T.T.D. What would it take to get you & yours to “Go For It”? First steps?

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  • What could you do – in the next 30 days – to begin to test these ideas? Define 10 actions!

Speaking of Enormous [Missed] [Huge] Opportunities ...

74/55 “At 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 generation’s life-span migration, you can see the future.” Ken Dychtwald, Age Wave

Aging/“Elderly” 2X growth rate $$$$$$$$$$$$ “I’m in charge!” “Experiences” vs. Products Design revolution! Good source: Ken Dychtwald, Age Wave

Priorities: Aging/“Elderly” Experiences … Convenience … Comfort … Access … Respect!

“Any student who combines an expertise in gerontology with, say, an M.B.A. or law degree will have a license to print money.” Newsweek


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  • Listen up: THIS IS ANOTHER BIGGIE! Think about it. Discuss it. Collect data. [Become a “student.”] Experiment.

Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Master E-Commerce! S3: Women Rule! (and the elderly) S4: Design Rules! (too) S5: It’s the Experience! Bottom Line: Glorious Age of the BRAND!

Brand Outside Strategy 4: Design Rules!

And Tomorrow … “Fifteen years ago companies competed on price. Now It’s quality. Tomorrow it’s design.” Robert Hayes

All Equal Except“At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the marketplace.” Norio Ohga

“Design is treated like a religion at BMW.” Fortune (10/98)

Drop-dead Charm! “The new Beetle fails at most categories. The only thing it doesn’t fail in is drop-dead charm.” Jerry Hirshberg, Nissan Design International

Object of Desire! “Every now and then, a design comes along that radically changes the way we think about a particular object. Case in point: the iMac. Suddenly, a computer is no longer an anonymous box. It is a sculpture, an object of desire, something that you look at.” Katherine McCoy, Michael McCoy, Illinois Institute of Technology

Design as Soul “We don’t have a good language to talk about this kind of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.” Steve Jobs

Check Out the Language: “Tomorrow it’s design …” “Design is the only thing …” “Design is … religion ...” “Drop-dead charm …” “Object of desire …” “Fundamental soul …”

T.T.D. Where do you stand on design? [1 = Who, me? 10 = Preoccupation.] Where do you stand on design-as-soul?

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  • I’m at a bit of a loss here. I DON’T KNOW HOW TO “MAKE YOU” “GET” THIS. I think it is of the Utmost Importance. I want you – at least – to become “aware” of the Power of Great Design. And … I do [fervently] believe that Great-Design-Is-Soul.

The I.D. [International Design] Forty* Airstream … Alfred A. Knopf … Apple Computer … … Bloomberg … Caterpillar … CNN … Disney … FedEx … Gillette … IBM … Martha Stewart … New Balance … Nickelodeon … Patagonia … The New York Yankees … 3M … Etc. * List No. 1, 1999

Unconventional [Design] Messages Not about ... “Lumpy Objects”! Not about ... $79,000 objects

One-sixth Second per Item! “During the 30 minutes you spend on an average trip to the supermarket, about 30,000 products vie to win your attention and ultimately to make you believe in their promise.” Thomas Hine, The Total Package

[ Design Moments! Shopping cart = 2X heavy items Source: Wall Street Journal (11-24-99) ]

T.T.D./Message: Services are Not Intangible! You “give off” hundreds of design cues … daily! YOU ARE A DESIGNER!

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  • List 100 [!] “design cues” that you give off! [Okay, start with 25.]

Graceful language!

Susan Sargent Designs: PLEASE COMPLAIN! Thanks for your order! We dearly want everything to go p-e-r-f-e-c-t-l-y! If the order was late. Or wrong. Or if any of the goods are damaged in the slightest. Or if you’re just having a lousy day and want to unload on someone … Call our Customer Care Hotline!

T.T.D./“Beauty Contest!” 1. Pick one form/ document: invoice, airbill, sick leave policy, returns claim form. 2. Rate it on a 1 to 10 scale (1 = Awful; 10 = Scintillating) on three dimensions: Beauty, Grace, Clarity. 3. Repeat … every 15 days.

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  • DO THIS! USE MY TERMS! [Beauty … Grace … Clarity.] Be quantitative. [PLEASE.]


“When you click on Yahoo! today you get the same simple, nearly graphics-free home page you would have seen had you clicked three years ago.” Fortune, on Zod Nazem, Yahoo! CTO

No Clutter! developed an increasingly common problem. In the midst of adding material, its design went bad. CNNSI became so packed with links, new sections and graphics that it actually became hard to find something as basic as the score of last night’s ballgame. Then it got worse. The team tried to make new graphic elements eye-catching enough to stand out from the site’s clutter. But the surfers ignored them, thinking they were ads.” Business Week [9-99]

T.T.D.: Campaign Y2K! Plain, energetic, sparkling English!

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T.T.D./Design “Awareness”! STEP No. 1: NOTEBOOK! [Start recording the awesome and the awful.]

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  • THIS IS MY “SECRET.” I am not “artistic.” But … I did teach myself to be … CONSTANTLY AWARE. The Key: My [simple] notebook! [I’VE NOW BEEN “RECORDING” FOR ALMOST TEN YEARS!]

Huge Opportunities [That Damn Few Are Pursuing!] Women! The rapidly aging population! Design!

Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Master E-Commerce! S3: Women Rule! (and the elderly) S4: Design Rules! (too) S5: It’s the Experience! Bottom Line: Glorious Age of the BRAND!

Brand Outside Strategy 5: It’s the Experience!

“Experiences are as distinct from services as services are from goods.” Joseph Pine & James Gilmore, The Experience Economy: Work Is Theater & Every Business a Stage

“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 that’s not work or home. It’s the place our customers come for refuge.” Nancy Orsolini, District Manager

Safe, On Time and … “We defined personality as a market niche. We seek to amuse, to surprise, to entertain.” Herb Kelleher, Main Man, LUV Airlines

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

Mantra: “Any good can be ing-ed” the driving experience the pumping experience the sitting experience the reading experience the washing experience the cooking experience Joseph Pine & James Gilmore, The Experience Economy: Work Is Theater & Every Business a Stage

“What’s the plot?” Freeman Thomas, designer

T.T.D. WHAT’S THE [your] PLOT?

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  • WHAT IS YOUR STORY? [Be specific!] Message: This applies to every [Finance] project!

“Cars are not simply to get you from place to place. They ought to be entertainment. We are sort of in the entertainment business.” J Mays, Ford

“This is the end of the pure product era. For instance, car makers are beginning to understand that the car is a platform for delivering services that drive the customer experience.” Carly Fiorina, HP @ Comdex ’99

T.T.D. Carefully examine/think through every aspect of “the experience of us.”* *This holds for the Finance Dept. as well as the corporation’s “products”

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  • This demands a lot of care! THINK OF YOURSELF AS A DRAMATIST, A DIRECTOR. THINK ABOUT “THE WAY WE COME ACROSS.” Be … ridiculously … specific! [God is in the Details.]

Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Master E-Commerce! S3: Women Rule! (and the elderly) S4: Design Rules! (too) S5: It’s the Experience! Bottom Line: Glorious Age of the BRAND!

[ “Take Home Value” Road Warriors: Cast Off Your Blands/ Free Your Taste Buds Tabasco Sauce Dijon Mustard Balsamic Vinegar ]

Brand Outside BRAND POWER!

T.T.D. How do you [& yours] define “brand”?

Notes Page

  • It sounds Elementary. It’s not! DISCUSS: WHAT IS A BRAND [THAT MATTERS]?

Brand Defined Distinction Excellence Emotional “Signature” Trustworthiness Consistency Shorthand

Brand 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]

“What Matters to Online Buyers”* #1: Product brand #2: Retailer brand *Source: Business 2.0

No Room for Brands? Nike Saturn CNN America Online Charles Schwab Starbucks The Gap Intel Etc.


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Brand = Trust! “Most buyers do not have a clue whether anybody else makes a better microprocessor, but ‘Intel Inside’ has become a ‘trust mark’ - a trademark that consumers put their faith in.” The Economist

“Branding is not a problem if you have the right mentality. You go to your team and you pin up a $200 Swiss Army Watch. Competing in the ridiculously crowded sub-$200 watch market, they made it into a brand name, named after the most irrelevant and useless thing in history [the Swiss Army]. And you say, ‘Gang, if they can do it, we can do it.’ ” Barry Gibbons

“Salt is salt is salt. Right? Not when it comes in a blue box with a picture of a little girl carrying an umbrella. Morton International continues to dominate the U.S. salt market even though it charges more for a product that is demonstrably the same as many other products on the shelf.” Tom Asaker, Humanfactor Marketing

T.T.D./Calling the Corporate Shrink! “Organizational Psychotherapy”/ WHO WE ARE!

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  • This is The Big Enchilada: SPEND – lotsa – TIME ON IT!

“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 company’s 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

“Consumers don’t 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

Scott Bedbury/ Nike, Starbucks “A Great Brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an emotional connecting point that transcends the product. “A Great Brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep - a fundamental appreciation of mythology. Stories create the emotional context people need to locate themselves in a larger experience.”

Brand = Special = Passion = Connection = Caring* * (Way) beyond “market research”

“We are in the twilight of a society based on data. As information and intelligence become the domain of computers, society will place more value on the one human ability that cannot be automated: emotion. Imagination, myth, ritual - the language of emotion - will affect everything from our purchasing decisions to how we work with others. Companies will thrive on the basis of their stories and myths. Companies will need to understand that their products are less important than their stories.” Rolf Jensen, Copenhagen Institute for Future Studies

“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

T.T.D./Assignment Y2K Write an essay on “Who we are.”* * Jesper Kunde, Corporate Religion

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  • DO IT! 500 words. [And then: 10 words.]

“How can I know what I think till I see what I say”* Exercise : Write copy for a bookmark! (Etc.) *Graham Wallas, The Art of Thought

The Ten Rules of Radical Marketing CEO must “own” the marketing function! Hyper-lean Mktg. Dept. (No filters!) CEO hangs out with customers! Love + Respect your customers! Just Say No … to market research! Hire only passionate missionaries! Create a Community of users-customers! Emphasize one-to-one marketing tools! Celebrate craziness! Be insanely True to the Brand! Sam Hill & Glenn Rifkin, Radical Marketing (e.g., Harley, Virgin, The Dead, HBS, NBA)

T.T.D./Message Bran[d]son: Live the Brand!* *How? [Be specific! As of … NOW!]

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  • YOU ARE THE BRAND! How – exactly – has that been expressed by your actions … TODAY? [IN THE LAST 45 MINUTES?]

Brand Leadership Lead Out Loud!

ENTHUSIASM RULES! “I am a dispenser of enthusiasm.”/ Ben Zander

“If you want to be persuasive, you have to generate a high level of energy. It’s energy that makes you visible, that gives you presence. I call it ‘performance energy,’ and it’s the basis of dynamic leadership. There is nothing artificial about it. Performance energy is an authentic part of who you are. You just have to access it.” Martha Burgess, Theater Techniques for Business People

“Leadership is a performance. You have to be conscious of your behavior, because everybody else is.” Carly Fiorina

T.T.D. Evaluate yourself [unsparingly] as an [enthusiastic] “performing artist”!* *In today’s dealings. [Use outside assistance?]

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  • You don’t have to be Bill Cosby. You do have to understand that … ALL LEADERS ARE ON-STAGE … ALL THE TIME! [And: “Leader” does NOT mean “boss.” It means anyone trying to “Get Cool Stuff Done.”]

T.T.D./Follow Ann Richards’ Dogma Show up! Know your message! PUT YOURSELF AT RISK!

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  • Sooooooo …… ???

“If you ask me what I have come to do in this world, I who am an artist, I will reply, I am here to live my life out loud.” Emile Zola

“I’d rather regret the things I have done than the things I have not.” Lucille Ball

How sweet it is!

“If things seem under control, you’re just not going fast enough.” Mario Andretti

Directory: slides -> 2000
slides -> Tom Peters Seminar2004 new slides 12. 15. 04
slides -> V. A. Moment … 1Y/2N: Commerce Bank 2 Pizzas: jb plastic Bulldozer: md
slides -> Excellence. Case. Epsilon. This is not about … “customer centrism” “integrated marketing” etc etc etc It is about …
slides -> Re-imagine! Not Your Father’s World I. 26m 43h
slides -> Prep … dralion/ Cirque du Soleil Re-imagine Permanence: The Emperor Has No Clothes!
slides -> Tom Peters’ Re-Imagine! Business Excellence in a Disruptive Age 11. 27. 2003
slides -> Ine! Business Excellence in a Disru
2000 -> Tom peters’ lessons in leadership san Antonio 28 March 2000
2000 -> Tom Peters’ Y2k lessons in Leadership Baltimore 02-25-00
2000 -> Distinct or … Extinct Tom Peters Seminar2000 Manchester nh 14 June 2000

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