GlobalShop2002_041802

1、 Tom Peters Seminar2002 We Are In A Brawl With No Rules!GlobalShop2002/04.18.02All Slides Available at Note: Lavender text in this file is a link.CONTEXTThe Destruction Imperative.Forbes100 from 1917 to 1987: 39 members of the Class of 17 were alive in 87; 18 in 87 F100; 18 F100 “survivors” underper

2、formed the market by 20%; just 2 (2%), GE & Kodak, outperformed the market 1917 to 1987.S&P 500 from 1957 to 1997: 74 members of the Class of 57 were alive in 97; 12 (2.4%) of 500 outperformed the market from 1957 to 1997.Source: Dick Foster & Sarah Kaplan, Creative Destruction: Why Companies That A

3、re Built to Last Underperform the Market“Good management was the most powerful reason leading firms failed to stay atop their industries. Precisely because these firms listened to their customers, invested aggressively in technologies that would provide their customers more and better products of th

4、e sort they wanted, and because they carefully studied market trends and systematically allocated investment capital to innovations that promised the best returns, they lost their positions of leadership.”Clayton Christensen, The Innovators DilemmaAxiom (Hypothesis): We have been screwed by Benchmar

5、king Best Practice C.I./Kaizen. Axiom (Hypothesis): We need Masters of Discontinuity/ Masters of Ambiguity in discontinuous/ambiguous times.20 of 267 of top 10 Primary Obstacles to “Marketing-driven Change”1. Fear of “cannibalism.”2. “Excessive cult of the consumer”/ “customer driven”/ “slavery to d

6、emographics, market research and focus groups.”3.Creating “sustainable advantage.” Source: John-Marie Dru, DisruptionRESPONSE The “PSF Solution”:The Professional Service Firm Model.Answer: PSF!Professional Service FirmDepartment Head to Managing Partner, HR IS, etc. Inc. Model PSF (1) Translate ALL

7、departmental activities into discrete W.W.P.F. “Products.”(2) 100% go on the Web.(3) Non-awesome are outsourced (75%?).(4) Remaining “Centers of Excellence” are retained & leveraged to the hilt!“Typically in a mortgage company or financial services company, risk management is an overhead, not a reve

8、nue center. Weve become more than that. We pay for ourselves, and we actually make money for the company.”Frank Eichorn, Director of Credit Risk Data Management Group, Wells Fargo Home Mortgage (Source: )BMWs Designworks/USA: 50% from outside workThe Heart of the Value Added Revolution: PSFs Unbound

9、/ The “Solutions Imperative.”“While everything may be better, it is also increasingly the same.”Paul Goldberger on retail, “The Sameness of Things,” The New York Times“The surplus society has a surplus of similar companies, employing similar people, with similar educational backgrounds, working in s

10、imilar jobs, coming up with similar ideas, producing similar things, with similar prices and similar quality.”Kjell Nordstrom and Jonas Ridderstrale, Funky BusinessThe Big Day!09.11.2000: HP bids $18,000,000,000for PricewaterhouseCoopersconsulting business!“These days, building the best server isnt

11、enough. Thats the price of entry.”Ann Livermore, Hewlett-Packard“We want to be the air traffic controllers of electrons.”Bob Nardelli, GE Power SystemsKeep In Mind: Customer Satisfaction versus Customer SuccessGerstners IBM: Systems Integrator of choice. Global Services: $35B. Pledge/99: Business Pa

12、rtner Charter. 72 strategic partners, aim for 200. Drop many in-house programs/products. (BW/12.01). “UPS wants to take over the sweet spot in the endless loop of goods, information and capital that all the packages it moves represent.” (E.g., UPS Logistics manages the logistics of 4.5M Ford vehicle

13、s, from 21 mfg. sites to 6,000 NA dealers)New Springs = TurnkeyFlexible sourcing.Collections.Packaging.Merchandising.Promotion.Systems & Site mgt. “VISIONS OF A BRAND-NAME OFFICE EMPIRE. Sam Zell is not a man plagued by self doubt. Mr. Zell controls public companies that own nearly 700 office buildi

14、ngs in the United States. Now Mr. Zell says he will transform the real estate market by turning those REITs into national brands. Mr. Zell believes clients will start to view those offices as something more than a commodity chosen chiefly by price and location.” New York Times (12.16.2001)Omnicom: 5

15、7% (of $6B) from marketing servicesWho was the number one employer of architecture school grads in the U.S. last year?PSF Unbound+: Its the EXPERIENCE.“Experiences are as distinct from services as services are from goods.”Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every B

16、usiness a StageExperience: “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“The Starbucks Fix” Is on “We have identified a third place. And

17、 I really believe that sets us apart. The third place is that place thats not work or home. Its the place our customers come for refuge.”Nancy Orsolini, District Manager“Club Med is more than just a resort; its a means of rediscovering oneself, of inventing an entirely new me. ”Source: Jean-Marie Dr

18、u, Disruption The “Experience Ladder”Experiences ServicesGoods Raw Materials 1940: Cake from flour, sugar (raw materials economy): $1.00 1955: Cake from Cake mix (goods economy): $2.00 1970: Bakery-made cake (service economy): $10.001990: Party Chuck E. Cheese (experience economy) $100.00 Message: “

19、Experience” is the “Last 80%”P.S.: “Experience” applies to all work!The “Soul” of “Experiences”: Design Mindfulness.Designs place in the universe.All Equal Except “At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is th

20、e only thing that differentiates one product from another in the marketplace.”Norio Ohga “We dont have a good language to talk about this kind of thing. In most peoples vocabularies, design means veneer. But to me, nothing could be further from the meaning of design. Design is the fundamental soul o

21、f a man-made creation.”Steve JobsBottom Line.Design “is” WHAT & WHY I LOVE. LOVE.Westins Heavenly BedDesign “is” WHY I GET MAD. MAD.Design is never neutral.Hypothesis: DESIGN is the principal difference between love and hate! THE BASE CASE: I am a design fanatic. Though not “artistic,” I love “cool

22、stuff.” But it goes much further, far beyond the personal. Design has become a professional obsession. I SIMPLY BELIEVE THAT DESIGN PER SE IS THE PRINCIPAL REASON FOR EMOTIONAL ATTACHMENT or detachment RELATIVE TO A PRODUCT OR SERVICE OR EXPERIENCE. Design, as I see it, is arguably the #1 DETERMINAN

23、T of whether a product-service-experience stands out or doesnt. Furthermore, its another “one of those things” that damn few companies put consistently on the front burner.Message: Design is the wellspring of branding. Great design takes guts and is “soul deep.”“We dont have a good language to talk

24、about this kind of thing. In most peoples 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 It all adds up to THE BRAND.The Heart of Branding “WHO ARE WE?”“Most companies tend to equate

25、 branding with the companys marketing. Design a new marketing campaign and, voil, youre on course. They are wrong. The task is much bigger. It is about fulfilling our potential not about a new logo, no matter how clever. WHAT IS MY MISSION IN LIFE? WHAT DO I WANT TO CONVEY TO PEOPLE? HOW DO I MAKE S

26、URE THAT WHAT I HAVE TO OFFER THE WORLD IS ACTUALLY UNIQUE? The brand has to give of itself, the company has to give of itself, the management has to give of itself. To put it bluntly, it is a matter of whether or not you want to be UNIQUE NOW.”Jesper Kunde, A Unique Moment“WHATS OUR STORY?”“We are

27、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 decis

28、ions 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“Apple opposes, IBM solves, Nike exhorts, Virgin enlightens

29、, Sony dreams, Benetton protests. Brands are not nouns but verbs.”Source: Jean-Marie Dru, Disruption“EXACTLY HOW ARE WE DRAMATICALLY DIFFERENT?”1st Law Mktg Physics: OVERT BENEFIT (Focus: 1 or 2 3 or 4/“One Great Thing.” Source #1: Personal Passion)2ND Law: REAL REASON TO BELIEVE (Stand & Deliver!)3

30、RD Law: DRAMATIC DIFFERENCE (Execs Dont Get It: See the next slide.)Source: Jump Start Your Business Brain, Doug Hall2 Questions:“How likely are you to purchase this new product or service?” (95% to 100% weighting by execs)“How unique is this new product or service?” (0% to 5%*)*No exceptions in 20

31、years Doug Hall, Jump Start Your Business Brain“EXACTLY HOW DO I PASSIONATELY CONVEY THAT DRAMATIC DIFFERENCE TO THE CLIENT ?”THE WORKRedefining the Work Itself I: The WOW Project.Language matters!“Reward excellent failures. Punish mediocre successes.”Phil Daniels, Sydney execRe-defining the Work It

32、self II: WOW Projects for the “Powerless.”Worlds Biggest Waste Selling “Up”THE IDEA: Model F4 Find a Fellow Freak FarawayF2F!/K2K!/1T/R.F!A.*Freak to Freak/ Kook to Kook/ One at a Time/ Ready.Fire!Aim.The greatest dangerfor most of usis not that our aim istoo highand we miss it,but that it istoo low

33、and we reach it.MichelangeloThe Sales25. The Sales25: Great Salespeople 1. Know the product. (Find cool mentors, and use them.)2. Know the company.3. Know the customer. (Including the customers consultants.) (And especially the “corporate culture.”)4. Love internal politics at home and abroad.5. Rel

34、igiously respect competitors. (No badmouthing, no matter how provoked.)6. Wire the customers org. (Relationships at all levels & functions.)7. Wire the home teams org. and vendors orgs. (INVEST Big Time time in relationships at all levels & functions.) (Take junior people in all functions to client

35、meetings.)Its politics, stupid! (Play or sit on the sidelines.) Great Salespeople 8. Never overpromise. (Even if it costs you your job.) 9. Sell only by solving problems-creating profitable opportunities. (“Our product solves these problems, creates these unimagined INCREDIBLE opportunities, and wil

36、l make you a ton of moneyheres exactly how.”) (IS THIS A “PRODUCT SALE” OR A WOW-ORIGINAL SOLUTION YOULL BE DINING OFF 5 YEARS FROM NOW? THAT WILL BE WRITTEN UP IN THE TRADE PRESS?)10. Will involve anybodyincluding mortal enemiesif it enhances the scope of the problem we can solve and increases the

37、scope of the opportunity we can encompass.11. Know the Brand Story cold; live the Brand Story. (If not, leave.) Great Salespeople 12. Think “Turnkey.” (Its always your problem!)13. Act as “orchestra conductor”: You are responsible for making the whole-damn-network respond. (PERIOD.)14. Help the cust

38、omer get to know the vendors organization & build up their Rolodex.15. Walk away from bad business. (Even if it gets you fired.)16. Understand the idea of a “good loss.” (A bold effort thats sometimes better than a lousy win.)17. Think those who regularly say “Its all a price issue” suffer from ramp

39、ant immaturity & shrunken imagination.18. Will not give away the store to get a foot in the door. 19. Are wary & respectful of upstartsthe real enemy.20. Seek several “cool customers”wholl drag you into Tomorrowland. Great Salespeople 21. Use the word “partnership” obsessively, even though it is way

40、 overused. (“Partnership” includes folks at all levels throughout the supply chain.)22. Send thank you notes by the truckload. (NOT E-NOTES.) (Most are for “little things.”) (50% of those notes are sent to those in our company!) Remember birthdays. Use the word “we.” 23. When you look across the tab

41、le at the customer, think religiously to yourself: “HOW CAN I MAKE THIS DUDE RICH & FAMOUS & GET HIM-HER PROMOTED?” 24. Great salespeople can affirmatively respond to the query in an HP banner ad: HAVE YOU CHANGED CIVILIZATION TODAY?25. Keep your bloody PowerPoint slides simple!THE TALENT Brand = Ta

42、lent.*Duh.“The leaders of Great Groups love talent and know where to find it. They revel in the talent of others.”Warren Bennis & Patricia Ward Biederman, Organizing Genius“AS LEADERS, WOMEN RULE: New Studies find that female managers outshine their male counterparts in almost every measure”Title, S

43、pecial Report, Business Week, 11.20.00Womens 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

44、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.Source: Judy B. Rosener,

45、 Americas Competitive SecretThe Cracked Ones Let in the Light“Our business needs a massive transfusion of talent, and talent, I believe, is most likely to be found among non-conformists, dissenters and rebels.”David Ogilvy“Are there enough weird people in the lab these days?”V. Chmn., pharmaceutical

46、 house, to a lab director (06.01)Deviants, Inc. “Deviance tells the story of every mass market ever created. What starts out weird and dangerous becomes Americas next big corporate payday. So are you looking for the next mass market idea? Its out there way out there.”Source: Ryan Matthews & Watts Wa

47、cker, Fast Company (03.02)TRENDS WORTH TRILLIONSTrends I: Women Roar.?Home Furnishings 94%Vacations 92% (Adventure Travel 70%/ $55B travel equipment)Houses 91%Consumer Electronics 51% Cars 60% (90%)All consumer purchases 83% Bank Account 89%Health Care 80%Read This Book EVEolution: The Eight Truths

48、of Marketing to WomenFaith Popcorn & Lys MarigoldEVEolution: Truth No. 1Connecting Your Female Consumers to Each Other Connects Them to Your Brand“The Connection Proclivity in women starts early. When asked, How was school today? a girl usually tells her mother every detail of what happened, while a

49、 boy might grunt, Fine. ”EVEolution“Women dont buy brands. They join them.”EVEolutionSTATEMENT OF PHILOSOPHY: I am a businessperson. An analyst. A pragmatist. The enormous social good of increased womens power is clear to me; but it is not my bailiwick. My “game” is haranguing business leaders about my fac