Pizza_Honolulu_27March2003

1、Tom Peters The Leadership20Creating a Legacy of ExcellenceBoston Pizza/Honolulu/27March2003Slides at The Leadership Types.1. Great Leaders on Snorting Steeds Are Important but Great Talent Developers (Type I Leadership) are the Bedrock of Organizations that Perform Over the Long Haul.Whoops: Jack di

2、dnt have a vision!2. But Then Again, There Are Times When This “Cult of Personality” (Type II Leadership) Stuff Actually Works!“A leader is a dealer in hope.”Napoleon (+TPs writing room pics)3. Find the “Businesspeople”! (Type III Leadership)I.P.M. (Inspired Profit Mechanic)The Leadership Dance.4. L

3、eaders SHOW UP!Rudy!5. Leaders DO!The Kotler Doctrine:1965-1980: R.A.F.(Ready.Aim.Fire.)1980-1995: R.F.A.(Ready.Fire!Aim.)1995-?: F.F.F.(Fire!Fire!Fire!)6. Leaders FOCUS!“To Dont ” ListDanger: S.I.O. (Strategic Initiative Overload)Its Relationships, Stupid.7. Leaders Know Women Roar/ Women Rule.“AS

4、LEADERS, WOMEN RULE: New Studies find that female managers outshine their male counterparts in almost every measure”Title, Special Report, Business Week, 11.20.00Womens Strengths Match New Economy Imperatives: Link rather than rank workers; favor interactive-collaborative leadership style empowermen

5、t 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

6、; honor intuition as well as pure “rationality”; inherently flexible; appreciate cultural diversitySource: Judy B. Rosener, Americas Competitive SecretIf It Aint Broke Break It.8. Leaders FORGET!Forget“Learn”“The problem is never how to get new, innovative thoughts into your mind, but how to get the

7、 old ones out.”Dee Hock“When McDonalds first started exporting its formula of quality, cleanliness and service, it was something of a novelty. These days, quality, cleanliness and service are a givenand people are becoming more interested in what they are eating.” FT/12.21.2002“Nobody brags about go

8、ing to McDonalds”SF professional. Subway McDs (USA). “When we did it right it was still pretty ordinary.”Barry Gibbons on “Nightmare No. 1”9. Leaders HONOR THE FREAKS.The Cracked Ones Let in the Light“Our business needs a massive transfusion of talent, and talent, I believe, is most likely to be fou

9、nd among non-conformists, dissenters and rebels.”David Ogilvy10. Leaders Make Mistakes and MAKE NO BONES ABOUT IT!Sams Secret #1!“Reward excellent failures. Punish mediocre successes.”Phil Daniels, Sydney exec (and, de facto, Jack)Create.11. Leaders Make Their Mark / Leaders Do Stuff That Matters“I

10、never, ever thought of myself as a businessman. I was interested in creating things I would be proud of.” Richard BransonCEO Assignment2002 (Bermuda): “Please leap forward to 2007, 2012, or 2022, and write a business history of Bermuda. What will have been said about your company during your tenure?

11、”Ah, kids: “What is your vision for the future?” “What have you accomplished since your first book?” “Close your eyes and imagine me immediately doing something about what youve just said. What would it be?” “Do you feel you have an obligation to Make the world a better place?”Trends.12. Leaders “Ge

12、t” the Big2 TrendsTrend I: Women Roar.?Home Furnishings 94%Vacations 92% (Adventure Travel 70%/ $55B travel equipment)Houses 91%D.I.Y. (“home projects”) 80%Consumer Electronics 51% Cars 60% (90%)All consumer purchases 83% Bank Account 89%Health Care 80%Carol Gilligan/ In a Different VoiceMen: Get aw

13、ay from authority, familyWomen: ConnectMen: Self-orientedWomen: Other-orientedMen: RightsWomen: ResponsibilitiesFemaleThink/ Popcorn“Men and women dont think the same way, dont communicate the same way, dont buy for the same reasons.”“He simply wants the transaction to take place. Shes interested in

14、 creating a relationship. Every place women go, they make connections.”Read This Book EVEolution: The Eight Truths 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 sta

15、rts early. When asked, How was school today? a girl usually tells her mother every detail of what happened, while a boy might grunt, Fine. ”EVEolution“Women dont buy brands. They join them.”EVEolution“Customer is King”: 4,440“Customer is Queen”: 29Source: Steve Farber/Google search/04.2002 Trends II

16、: Boomer Bonanza/ Godzilla Geezer.Subject: Marketers & Stupidity“Its 18-44, stupid!”Subject: Marketers & StupidityOr is it: “18-44 is stupid, stupid!”2000-2010 Stats18-44: -1%55+: +21%(55-64: +47%)“Marketers attempts at reaching those over 50 have been miserably unsuccessful. No markets motivations

17、and needs are so poorly understood.” Peter Francese, founding publisher, American Demographics“ Age Power will rule the 21st century, and we are woefully unprepared.”Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old13. Leaders Know They Are Selling a TOTAL EXPERIENCE. “Expe

18、riences are as distinct from services as services are from goods.”Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage“Club Med is more than just a resort; its a means of rediscovering oneself, of inventing an entirely new me. ”Source: Jean-Marie Dru, Disrupt

19、ion “Guinness as a brand is all about community. Its about bringing people together and sharing stories.”Ralph Ardill, Imagination, in re Guinness StorehouseExperience: “Rebel Lifestyle!”“What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and

20、 have people be afraid of him.”Harley exec, quoted in Results-Based LeadershipThe “Experience Ladder”Experiences ServicesGoods Raw MaterialsThe marketing of Dreams (Dreamketing)Dreamketing: Touching the clients dreams.Dreamketing: The art of telling stories and entertaining.Dreamketing: Promote the

21、dream, not the product.Dreamketing: Build the brand around the main dream.Dreamketing: Build the “buzz,” the “hype,” the “cult.”Source: Gian Luigi Longinotti-BuitoniFirst Step: Hire a theater director ?Experience Cirque du SoleilDO YOU MEASURE UP?*If not, why not?14. Leaders Are Obsessed with BRAND

22、POWER.“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 pu

23、rchasing 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“You do not merely want to be the best of the

24、 best. You want to be considered the only ones who do what you do.”Jerry Garcia Branding: Is-Is Not “Table”TNT is not: TNT is: TNT is not:Juvenile Contemporary Old-fashionedMindless Meaningful ElitistPredictable Suspenseful DullFrivolous Exciting SlowSuperficial Powerful Self-important1st Law Mktg P

25、hysics: OVERT BENEFIT (Focus: 1 or 2 3 or 4/“One Great Thing.” Source #1: Personal Passion)2ND Law: REAL REASON TO BELIEVE (Stand & Deliver!)3RD Law: DRAMATIC DIFFERENCE (Execs Dont Get It.)Source: Jump Start Your Business Brain, Doug HallTalent.15. When It Comes to TALENT Leaders Always Swing for the Fences!Model 25/8/53 Sports Franchise GM*48 = $500M“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 GeniusPARCs Bob Taylor: “Connoisseur of Talent”Les: Sweaters to PeopleDD$21MPassion.16.