Tom Peters’

Excellence2006: The Relentless Pursuit of Dramatic Difference !

Huntington Beach/0328.2006

Slides @ tompeters.com* *Also see “Long”

1.

“It” Can Be Done

!

Tragic

!

Franchise Lost!

TP:

really

“

How many of you

crave

[600]

new Chevy?”

NYC/IIR/061205

a

Beyond the “Pension Problem” Sedan, Less Than $20,000. Sedan, $20,000-$30,000. Sedan, $30,000-$40,000. Luxury Sedan. SUV, Less Than $30,000. SUV, More Than $30,000. Pickup Truck. Minivan. Green Car. Fun To Drive.*

Stupid

!

This is

not

“mature category.” a

This is an

“

un

distinguished

category.”

But: “It” Can Be Done

!

$798

$415/SqFt/Wal*Mart $798/SqFt/Whole Foods

7X.

730A 800P.

F12A

.*

*

’93-’03/10 yr annual return: CB: 29%; WM: 17%; HD: 16%. Mkt Cap: 48% p.a.

Doug Hall:

“Dramatic difference”

2.

Innovate

o r

Die!

!

“A focus on cost-cutting and efficiency has helped many organizations weather the downturn, but this approach will ultimately render them obsolete.

Only the constant pursuit of innovation can ensure long-term success.” —Daniel Muzyka, Dean, Sauder School of Business, Univ of British Columbia (FT/2004)

“I don’t believe in economies of scale.

You don’t get better by being bigger. You get worse.”

—Dick Kovacevich/Wells Fargo/Forbes/08.04 (ROA: Wells, 1.7%; Citi, 1.5%; BofA, 1.3%; J.P. Morgan Chase, 0.9%)

“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

Different

!

*

*“Dramatic Difference” (DH), “Remarkable Point of view” (SG)

“The ‘surplus society’ has a surplus of

similar

companies, employing

similar

people, with

similar

educational backgrounds, coming up with

similar

things, with ideas, producing

similar

prices and

s

similar imilar

quality.” —Kjell Nordström and Jonas Ridderstråle,

Funky Business

“ Value innovation is about making the competition irrelevant by creating uncontested market space. We argue that beating the competition within the confines of the existing industry is not the way to create profitable growth.” —Chan Kim & Renée Mauborgne (INSEAD), from

Blue Ocean Strategy

(The Times/London)

Cirque du Soleil!

“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

“This is an essay about what it takes to create and sell something remarkable. It is a plea for originality, passion, guts and daring. You can’t be remarkable by following someone else who’s remarkable. One way to figure out a theory is to look at what’s working in the real world and determine what the successes have in common. But what could the Four Seasons and Motel 6 possibly have in common? Or Neiman-Marcus and Wal*Mart? Or Nokia (bringing out new hardware every 30 days or so) and Nintendo (marketing the same Game Boy 14 years in a row)? It’s like trying to drive looking in the rearview mirror.

The thing that all these companies have in common is that they have nothing in common .

They are outliers. They’re on the fringes. Superfast or superslow. Very exclusive or very cheap. Extremely big or extremely small. The reason it’s so hard to follow the leader is this: The leader is the leader precisely because he did something remarkable. And that remarkable thing is now taken —so it’s no longer remarkable when you decide to do it.” —Seth Godin, Fast

Company/02.2003

Easy ?!

FLASH !

Innovation is easy!

CUSTOMERS: defining customers may account for only “Future 2% to 3% of your total, but they represent a crucial window on the future.” Adrian Slywotzky, Mercer Consultants

“Don’t benchmark, futuremark!”

Impetus: “The future is already here; it’s just not evenly distributed.” —William Gibson

Employees: “Are there

enough weird people

in the lab these days?” V. Chmn., pharmaceutical house, to a lab director

Why Do I love Freaks? (1) Because when Anything Interesting happens … it was a

freak

who did it. (Period.) (2)

Freaks

are fun. (Freaks are also a pain.) (Freaks are never boring.) (3) We need

freaks

. Especially in freaky times. (Hint: These are freaky times, for you & me & the CIA & the Army & Avon.) (4) A critical mass of

freaks-in-our-midst

automatically make us-who-are-not-so-freaky at least somewhat more freaky. (Which is a Good Thing in freaky times —see immediately above.) (5)

Freaks

are the only (ONLY) ones who succeed —as in, make it into the history books. (6)

Freaks

keep us from falling into ruts. (If we listen to them.) (We seldom listen to them.) (Which is why most organizations are in ruts. Make that chasms.)

We become who we hang out with!

Measure “Strangeness”/Portfolio Quality Staff Consultants Vendors Out-sourcing Partners Competitors Customers Product Portfolio IS/IT Projects HQ Location Lunch Mates Language (#, Quality) Innovation Alliance Partners (who we “benchmark” against) Strategic Initiatives (LineEx v. Leap) Board

BOLD

No Wiggle Room!

“Incrementalism is innovation’s worst enemy.”

Nicholas Negroponte

“ Beware of the tyranny of making Small Changes to Small Things. Rather, make Big Changes to Big Things.” —Roger Enrico, former Chairman, PepsiCo

“Reward

failures. excellent

Punish

mediocre successes.” Phil Daniels, Sydney exec

Measurable

!

Innovation Index: How many of your Top 5 Initiatives/Key Projects 8 or higher Strategic (out of 10) score on a “Weird”/ “Profound”/ “Wow”/“Game- changer” Scale?

3. The New Look

of “Organization”: The Age of “Best-sourcing.”

“Organizations will still be critically important in the world, but as ‘organizers,’ not ‘employers’!” — Charles Handy

Not “out sourcing” Not “off shoring” Not “near shoring” Not “in sourcing” but …

“Best Sourcing”

“global innovation networks”

vs “research in large monolithic companies” Source: George Colony/Forrester Research

4.

The New Look of “Organization”: The Power of “We.”

“There’s a fundamental shift in power happening. Everywhere, people are getting together and, using the Internet, disrupting whatever activities they’re involved in.” —Pierre Omidyar, founder, eBay

“The architecture of participation”

—Tim O’Reilly/Tech-book publisher

5. A World

of Scintillating “Experiences.”

Up,

Up,

Up, Up

the Value-added Ladder.

“

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

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

“

Club Med

is more than just a ‘resort’; it’s a means of rediscovering oneself, of inventing an entirely new ‘me.’ ” Source: Jean-Marie Dru, Disruption

The Value-added Ladder/ Memorable Connection

Spellbinding Experiences

Services Goods Raw Materials

6. Embracing

the “Dream Business.”

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

The Value-added Ladder/Emotion

Dreams Come True

Spellbinding Experiences Services Goods Raw Materials

Furniture vs. Dreams “We 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.

convert ‘needs’ into ‘dreams.’ Sales are the inevitable result.” — Judy George, Domain Home Fashions We

7.

Design Rules:

The “Soul” of New Value.

“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

8.

“It” all adds up to …

(THE BRAND.) (THE STORY.) (THE DREAM.)

The Love.

“Brands have run out of juice. They’re dead.”

—Kevin Roberts/Saatchi & Saatchi

Kevin Roberts:

Lovemarks

!

Brand ………………………………………………….

Lovemark

Recognized by consumers ……………….

Loved by People

Generic …………………………………………………

Personal

Presents a narrative …………………..

Creates a Love story

The promise of quality ………………

A touch of Sensuality

Symbolic …………………………………………………..

Iconic

Defined …………………………………………………..

Infused

Statement …………………………………………………..

Story

Defined attributes ……………………... Wrapped in Mystery Values ……………………………………………………….

Spirit

Professional …………………………...

Passionately Creative

Advertising agency …………………………..

Ideas company

Source: Kevin Roberts, Lovemarks

Up,

Up,

Up, Up

the Value-added Ladder.

Lovemark

Dreams Come True Awesome Experiences

Services Goods Raw Materials

9.

New “C-Levels”

C O * * Chief e X perience Officer

C O*

*Chief Festivals Officer

C O* *Chief

Conversations

Officer

C * *Chief Portal Impresario

C O*

*Chief

Seduction

Officer

C *Chief Dream Merchant

C O*

*Chief

Lovemar

k Officer

C O *

*Chief Storytelling Officer

C *Chief

WOW

Officer O*

10.

The “New” Individual: Welcome to a Brand You World

“There is no job that is America’s God-given right anymore.”

—Carly Fiorina/ HP/ 01.07.2004

“ If there is nothing very special about your work, no matter how hard you apply yourself you won’t get noticed, and that increasingly means you won’t get paid much either.” —Michael Goldhaber, Wired

Distinct

… or …

Extinct

11.

“Education”: Pathetic from the Start

!

“My wife and I went to a [kindergarten] parent-teacher conference and were informed that our budding refrigerator artist, Christopher, would be receiving a grade of Unsatisfactory in art. We were shocked. How could any child—let alone our child—receive a poor grade in art at such a young age?

His teacher informed us that he had refused to color within the lines, which was a state requirement for demonstrating ‘grade-level motor skills.’ ” —Jordan Ayan, AHA!

12.

Leading: The Passion Imperative.

Create a Cause!

“People want to be part of something larger than themselves. They want to be part of something they’re really proud of, that they’ll fight for, sacrifice for , trust.” —Howard Schultz, Starbucks (IBD/09.05)

Make It a Grand Adventure

!

Organizing Genius / Warren Bennis and Patricia Ward Biederman “Groups become great only when everyone in them, leaders and members alike,

is free to do his or her absolute best .”

“The best thing a leader can do for a Great Group is to

allow its members to discover their greatness .”

Yes!!!!!!!!!!!!!!!!!

“free to do his or her absolute best” … “allow its members to discover their greatness.”

“The role of the Director is to create a space where the actor or actress can become more than they’ve ever been before, more than they’ve dreamed of being.” —Robert Altman, Oscar acceptance

Put Women in Charge

!

“AS LEADERS, WOMEN RULE:

New Studies find that female managers outshine their male counterparts in almost every measure” Title , Special Report/BusinessWeek

Women’s Strengths Match New Economy Imperatives: Link [rather than rank] workers; favor interactive-collaborative leadership

style [empowerment beats top-down decision

making]; sustain fruitful collaborations; comfortable with sharing information; see redistribution of power as victory, not surrender; favor multi-dimensional feedback; value technical & interpersonal skills, individual & group contributions equally; readily accept ambiguity; honor intuition as well as pure “rationality”; inherently flexible; appreciate

cultural diversity.

—Judy B. Rosener,

America’s Competitive Secret: Women Managers

Keep It Simple!

Sir Richard’s Rules: Follow your passions.

Keep it simple.

Get the best people to help you.

Re-create yourself.

Play.

Source: Fortune on Branson

Avoid … Moderation!

Kevin Roberts’ Credo 1 . Ready. Fire! Aim.

2. If it ain’t broke ... Break it!

3. Hire crazies.

4. Ask dumb questions.

5. Pursue failure.

6. Lead, follow ... or get out of the way!

7. Spread confusion.

8. Ditch your office.

9. Read odd stuff.

10. Avoid moderation!

No Less Than Excellence. Ever.

Gaspworthy!

13. Prejudices

& Biases: Your World

1.

Issue #1: “Healthy American kid, circa2006” = Rare species. (Health Obesity-Exercise.) 2.

3.

School-is-cool.

is Cool—boys!) (School Social responsibility!

(Mon-u-men-tal.)

4.

What are “psychographics”?

APA, since 1977.) (Member, (Women “get” women.

Different varieties of women “get” different varieties of women. Kids get kids. Different flavors of kids get different flavors of kids. Only parents “get” parents.) 5.

All great marketing campaigns come from in-tu-it-ion.

(Apple, Nike, BMW, Nokia) (Great ad = No Clio) (Ain’t many great ads-marketing campaigns.)

6.

Radical rules.

Boomers?) Far out = Good. Far-ther out = Better.

Focus on creativity. C&D/ 2016 in 2006. Don’t dumb down.) (“Kid stuff” for

7.

Innovation X10!

(Separate! Isolate! Double-dramatic decentralization: Kids.

Decentralization within kids so you poison cash cows—more frequent than in adult world.

Speed! Small is beautiful … here more than ever/other. Like big pharma, alliances.)

8.

Hire “kids.” (Hire for kid like attitude. Eat the dog food. Hire people who like kids. Diversity, way beyond lip service. Howard/25/ More important here.)

9.

Internet-centric/ NewTech-centric.

(Obvious.)

Everything you do …

Every damn thing you do:

School is cool. Obesity > Terrorism.