Tom Peters’ Re-Imagine excellence!

Systems: Must have. Must hate. / Must design. Must … un-design

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Systems: Must have. Must hate. / Must design. Must … un-design.

Architect Rem Koolhaas on his drive for clarity-simplicity: “Often my job is to undo things.” Source: New Yorker

DESIGN: The “Little Stuff”


“If you can’t write your movie idea on the back of a business card, you ain’t got a movie.” —Samuel Goldwyn

“I make all the launch teams tell me what the magazine’s about in five words or less. You can’t run alongside millions of consumers and explain what you mean. It forces some discipline on you.” —Ann Moore, CEO, Time Inc., on new mags

  • DESIGN: Your next email …
  • "The difference between the right word and the almost right word is the difference between lightning and the lightning bug.”
  • Mark Twain


  • “Design is everything.
  • Everything is design.”
  • “We are all designers.”
  • Inspiration: The Power of Design: A Force for Transforming Everything, Richard Farson

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.

  • Ann Landers as management guru/
  • Three criteria for products, projects, a communication etc:
  • Good.
  • True. Helpful.

”Hard” Products. Services. Big Businesses. Small businesses. All equal when it comes to the … STAGGERING POWER OF DESIGN. Period.

  • Initiate a …
  • “Design Review”
  • Today (Of Everything)

“Only one company can be the cheapest. All others must use design.” —Rodney Fitch, Fitch & Co. Source: Insights, definitions of design, the Design Council [UK]


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

HOT Language


  • Zappos 10 Corporate Values
  • Deliver “WOW!” through service. Embrace and drive change. Create fun and a little weirdness. Be adventurous, creative and open-minded. Pursue growth and learning. Build open and honest relationships with
  • communication. Build a positive team and family spirit. Do more with less. Be passionate and determined. Be humble.
  • Source: Delivering Happiness, Tony Hsieh, CEO,
  • !
  • “… this will be the woman’s century …”
  • “I speak to you with a feminine voice.
  • It’s the voice of democracy, of equality.
  • I am certain, ladies and gentlemen, that this will be
  • the woman’s century. In the Portuguese language, words such as life, soul, and hope are of the feminine gender, as are other words like courage and sincerity.”
  • —President Dilma Rousseff of Brazil, 1st woman to
  • keynote the United Nations General Assembly (2011)

“One thing is certain: Women’s rise to power, which is linked to the increase in wealth per capita, is happening in all domains and at all levels of society. Women are no longer content to provide efficient labor or to be consumers with rising budgets and more autonomy to spend. … This is just the beginning. The phenomenon will only grow as girls prove to be more successful than boys in the school system. For a number of observers, we have already entered the age of womenomics,’ the economy as thought out and practiced by a woman.” —Aude Zieseniss de Thuin, Women’s Forum for the Economy and Society

  • “Research suggests that to succeed, start by promoting women.” —Nicholas Kristof, “Twitter, Women, and Power,” NYTimes, 1024.13
  • Women BUY*
  • “Forget CHINA, INDIA and the INTERNET: Economic Growth Is Driven by WOMEN.”
  • Source: Headline, Economist
  • “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

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