Tom Peters Re-Imagine! Business Excellence in a Disruptive Age MasterCard Advisors Leadership Meeting v16December2005.long Slides at
tompeters.com The Generals Story. (And Darwins.) If you dont like change, youre
going to like irrelevance even less. General Eric Shinseki, Chief of Staff. U. S. Army It is not the strongest of the species that survives, nor the most intelligent,
the one most responsive to change. but Charles Darwin My Story.
(And Charles.) Get better vs Get different Point of View!/ Point of
Dramatic Difference! 1. Re-imagine Permanence: The Emperor Has No Clothes! Forbes100 from 1917 to 1987: 39 members of the Class of 17 were alive
in 87; 18 in 87 F100; 18 F100 survivors underperformed 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 Are Built to Last Underperform the Market 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 Buy a very large one and just wait. answer seems obvious:
Paul Ormerod, Why Most Things Fail: Evolution, Extinction and Economics 2. Re-imagine: Innovate or Die! No Option! A focus on cost-cutting and efficiency has helped many organizations weather the
downturn, but this approach will ultimately Only the constant pursuit of innovation can ensure long-term success. Daniel render them obsolete. Muzyka, Dean, Sauder School of Business, Univ of British Columbia (FT/09.17.04)
Under his former boss, Jack Welch, the skills GE prized above all others were cost-cutting, efficiency and deal-making. What mattered was the continual improvement of operations, and that mindset helped the $152 billion industrial and finance behemoth become a marvel of earnings consistency. Immelt But in his GE, the new imperatives are
risk-taking, sophisticated marketing and, above all, innovation. BW/032805 hasnt turned his back on the old ways. Different!* *Dramatic Difference (DH), Remarkable Point of view (SG) To grow, companies need to break out of a
vicious cycle of competitive benchmarking and imitation. W. Chan Kim & Rene Mauborgne, Think for Yourself Stop Copying a Rival, Financial Times/08.11.03 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 & Rene Mauborgne (INSEAD), from Blue Ocean Strategy (The Times/London) Easy!
FLASH: Innovation is easy ! Innovations Saviors-in-Waiting Disgruntled Customers
Off-the-Scope Competitors Rogue Employees Fringe Suppliers Wayne Burkan, Wide Angle Vision: Beat the Competition by Focusing on Fringe Competitors, Lost Customers, and Rogue Employees Bold! No Wiggle Room!
Incrementalism is innovations worst enemy. Nicholas Negroponte Beware of the tyranny of making Small Changes to Small Things. Big
Changes to Big Rather, make Things. Roger Enrico, former Chairman, PepsiCo Reward excellent failures.
Punish mediocre successes. Phil Daniels, Sydney exec 3. Re-imagine Organizing I: IS/IT as Disruptive Tool!
We all live in Dell-Wal*MarteBay-Google World! THE POWER OF US: Mass Collaboration on THE INTERNET Is Shaking Up Business Cover/BusinessWeek/06.20.05
The nearly 1 billion people online worldwidealong with their shared knowledge, social contacts, online reputations, computing power, and moreare rapidly becoming a collective force of unprecedented power. For the first time in human history, mass cooperation across time and space is suddenly
economical. BW/06.20.05 Blogging made my year! TP Portal! Conversations! Collaboration! New value! Power Tools
for Power Solutions/ Strategies! TP 4. Re-imagine Organizing II: The White-Collar Tsunami and the Professional
Service Firm (PSF) Imperative. Disintermediation is overrated. Those who fear disintermediation should in fact be afraid of disintermediation is just another way of saying that youve become irrelevant to your
customers. irrelevance John Battelle/Point/Advertising Age/07.05 Answer: PSF! [Professional Service Firm] Department Head
to Managing Partner, HR [IS, R&D, etc.] Inc. Typically in a mortgage company or financial services company, risk management is an overhead, not a revenue center. Weve become more
We pay for ourselves, and we actually make money for the company. Frank than that. Eichorn, Director of Credit Risk Data Management Group, Wells Fargo Home Mortgage (Source: sas.com)
Mantra: Eichorn it! Big Idea: Corporation as Mega-PSF (Professional Service Firm*) * Virtual Collection of Entrepreneurially-minded
Professionals (Talent/Roster) Creating/Applying Intellectual Capital (Value added) to Develop Gamechanging Solutions (Gasp-worthy Projects) The PSF35: Thirty-Five Professional Service Firm Marks of Excellence The PSF35: The Work & The Legacy
1. CRYSTAL CLEAR POINT OF VIEW (Every Practice Group: If you cant explain your position in eight words or less, you dont have a positionSeth Godin) 2. DRAMATIC DIFFERENCE (We are the only ones who do what we doJerry Garcia) 3. Stretch Is Routine (Never bite off less than you can chewanon.) 4. Eye-Appetite for Game-changer Projects (Excellence at Assembling
Best TeamFast) 5. Playful Clients (Adventurous folks who unfailingly Aim to Change the World) 6. Small Uneconomic Clients with Big Aims 7. Life Is Too Short to Work with Jerks (Fire lousy clients) 8. OBSESSED WITH LEGACY (Practice Group and Individual: Dent the UniverseSteve Jobs) 9. Fire-on-the-spot Anyone Who Says, Law/Architecture/Consulting/ I-banking/ Accounting/PR/Etc. has become a commodity 10. Consistent with #9 above DO NOT SHY AWAY FROM THE
WORD (IDEA) RADICAL Point of View! R.POV8* *Remarkable Point Of View/8 Words or less/If you cant state your position in eight words or less you dont have a position.SG Gaspworthy!
The PSF35: The Client Experience 11. Always team with client: full partners in achieving memorable results (Wanted: Chimeras of Moonstruck Minds!) 12. We will seek assistance Anywhere to assemble the Best-inPlanet Team for the Project 13. Client Team Members routinely declare that working with us was the Peak Experience of my Career 14. The jobs not done until implementation is
100.00% complete (Those who dont get it must go) 15. IMPLEMENTATION IS NOT COMPLETE UNTIL THE CLIENT HAS EXPERIENCED CULTURE CHANGE 16. IMPLEMENTATION IS NOT COMPLETE UNTIL SIGNIFICANT TECHNOLOGY TRANSFER HAS TAKEN PLACE-ROOT (Teach a man to fish ) 17. The Final Exam: DID WE MAKE A DRAMATIC, LASTING, GAME-CHANGING DIFFERENCE? The business of selling is not just about matching
viable solutions to the customers that require them. Its equally about managing the change process the customer will need to go through to implement the solution and achieve the value promised by the solution. One of the key differentiators of our position in the market is our attention to managing change and making change stick in our customers organization.* (*E.g.: CRM failure
rate/Gartner: 70%) Jeff Thull, The Prime Solution: Close the Value Gap, Increase Margins, and Win the Complex Sale Era #1/Obvious Value: Our it works, is delivered on time (Close) Era #2/Augmented Value: How our it can add valuea useful it (Solve) Era #3/Complex Value Networks: How our system can change you and deliver business advantage
(Culture-Strategic change) Source: Jeff Thull, The Prime Solution: Close the Value Gap, Increase Margins, and Win the Complex Sale If I could have chosen not to tackle the IBM culture head-on, I probably wouldnt have. My bias coming in was toward strategy, analysis and measurement. In comparison, changing the attitude and behaviors of hundreds of thousands of people is very, very hard.
[Yet] I came to see in my time at IBM that culture isnt just one aspect of the gameit is the game. Lou Gerstner, Who Says Elephants Cant Dance The PSF35: The People & The Leadership 18. TALENT FANATICS (Best-Coolest place to work) (PERIOD) 19. EYE FOR THE PECULIAR (Hiring: Go beyond same old, same old)
20. Early Opportunities (vs. Wait your turn) 21. Up or Out (Based on Legacy/Mentoring as much as Billings/Rainmaking) 22. Slide the Old Aside/Make Room for Youth (Find oldsters new roles?) 23. TALENT IS OBSESSED WITH RENEWAL FROM DAY #1 TO DAY #R [R = Retirement] 24. Office/Practice Leaders Evaluated Primarily on Mentoring-Team Building Skills 25. A PROPRIETARY TALENT DEVELOPMENT PROCESS (GE)
26. Team Leadership Skills Valued Early 27. Partner with B.I.W. [Best In World] Outsiders as Needed and to Infuse Different Views The PSF35: The Firm & The Brand 28. EAT-SLEEP-BREATHE-OOZE INTEGRITY (My life is my messageGandhi) 29. Excellence+ in EXECUTION 100.00% of the Time (No such thing as a small sins/World Series Ring to the Batboy!)
30. Drop everything/Swarm to Support a Harried-On The Verge Team 31. SPEND AS AGGRESSIVELY ON R&D AS A TECH FIRM OR CIRQUE DU SOLEIL 32. A PROPRIETARY METHODOLOGY (FBR, McKinsey, Chiat Day, IDEO, old EDS) 33. Web (Technology) Obsession 34. BRAND/LOVEMARK MANIACS (Organize Around a Point of View Worth BROADCASTING: You must be the change you wish to see in the worldGandhi) 35. PASSION! ENTHUSIASM! (Passion & Enthusiasm have as
much a place at the Head Table in a PSF as in a widgets factory: You cant behave in a calm, rational manner. Youve got to be out there on the lunatic fringeJack Welch) Static/Imitative Integrity. Quality. Excellence. Continuous Improvement.
Superior Service (Exceeds Expectations.) Completely Satisfactory Transaction. Smooth Evolution. Market Share. Dynamic/Different Dramatic Difference! Disruptive! Insanely Great! (Quality++++) Life-(Industry-)changing Experience! Game-changing!
WOW! Surprise! Delight! Breathtaking! Punctuated Equilibrium! Market Creation! Never doubt that a small group of committed people
can change the world. Indeed it is the only thing that ever has. Margaret Mead 5. Re-imagine Businesss Fundamental Value Proposition: PSFs Unbound
Fighting Inevitable Commoditization via The Solutions Imperative. p, Up, Up,
Up,Up the Value-added Ladder. And the M Stands for ? Systems Integrator of choice./BW Gerstners IBM:
(Lou, help us turn all this into that long-promised revolution. ) IBM Global Services* (*Integrated Systems Services Corporation) :
$55B Planetary Rainmaker-in-Chief! Palmisanos strategy is to expand techs borders by pushing usersand entire industriestoward radically different business models. The payoff for IBM would be access to an ocean of revenuePalmisano
estimates it at $500 billion a yearthat technology companies have never been able to touch. Fortune [Closing/selling Boeings 8,000person facility in Wichita] was an important decision in moving forward with Boeings longterm strategy of becoming a large-scale integrator.
The Wichita Eagle/06.16.2005 Big Browns New Bag: UPS Traffic Manager for Corporate America Aims to Be the
Headline/BW/07.19.2004 SCS/Supply Chain Solutions: 750 locations; $2.5B; fastest growing division; 19 acquisitions, including a bank Source: Fast Company/02.04
Customer Satisfaction to Customer Success Were getting better at [Six Sigma] every day. But we really need to think about the Are customers bottom lines really benefiting from what we provide them? customers profitability.
Bob Nardelli, GE Power Systems Bear In Mind: Customer Satisfaction versus
Customer Success New York-Presbyterian: 7-year, $500M enterprisesystems consulting and equipment contract with GE Medical Systems Source: NYT/07.18.2004
Instant Infrastructure: GE Becomes a General Store for Developing Countries headline/ NYT/07.16.05 Consulting-added GE Commercial Finance ($233B assets). Gratis advisory service called
At the customer, for the Customer (E.g., GE disciplines such as Six Sigma, JIT, succession planning, leadership development); GE Mentor. Source: Michael Neal runs GEs biggest profit engine. His secret: free advice for the clientele, Forbes, 11.05 The Value-added Ladder/Stuff n Things Goods
Raw Materials The Value-added Ladder/Stuff & Transactions Services Goods Raw Materials The Value-added Ladder/Opportunity-seeking
Gamechanging Solutions Services Goods Raw Materials 6. Re-imagine Enterprise as Theater I: A World of Scintillating
Experiences. Experiences are as distinct from services as services are from goods. Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & 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 thats not work or Its the place our customers come for refuge.
home. Nancy Orsolini, District Manager The Experience Ladder Experiences Gamechanging Solutions Services
Goods Raw Materials Trapper: <$20 per beaver pelt. Source: WSJ WDCP*: $150 to remove problem beaver; $750-
$1,000 for flood-control piping so that beavers can stay. * Wildlife Damage-control Professional Source: WSJ 7. Re-imagine Enterprise as
Theater II: 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 Experience Ladder/TP Dreams Come True Awesome Experiences Gamechanging Solutions Services
Goods Raw Materials The Ritz-Carlton experience enlivens the senses, instills wellbeing, and fulfills even the unexpressed wishes and needs of our guests. from the Ritz-Carlton Credo
Six Market Profiles 1. Adventures for Sale 2. The Market for Togetherness, Friendship and Love 3. The Market for Care 4. The Who-Am-I Market 5. The Market for Peace of Mind 6. The Market for Convictions Rolf Jensen/The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business
Six Market Profiles 1. Adventures for Sale/IBM-UPS-GE 2. The Market for Togetherness, Friendship and Love/IBM-UPS-GE 3. The Market for Care/IBM-UPS-GE 4. The Who-Am-I Market/IBM-UPS-GE 5. The Market for Peace of Mind/IBM-UPS-GE 6. The Market for Convictions/IBM-UPS-GE Rolf Jensen/The Dream Society: How the Coming Shift from
Information to Imagination Will Transform Your Business IBM, UPS, GE Dream Merchants! PSFs (PSF33)
Dream Merchants! 8. Re-imagine the Customer I: Trends Worth Trillion$$$
Women Roar. Just Say No. Mal Women are the majority market
Fara Warner/ The Power of the Purse Business Purchasing Power Purchasing mgrs. & agents: 51% HR: >>50% Admin officers: >50% Source: Martha Barletta, Marketing to Women
The Perfect Answer Jill and Jack buy slacks in black 1. Men and women are different. 2. Very different. 3. VERY, VERY DIFFERENT. 4. Women & Men have a-b-s-o-l-u-t-e-l-y nothing in common.
5. Women buy lotsa stuff. 6. WOMEN BUY A-L-L THE STUFF. 7. Womens Market = Opportunity No. 1. 8. Men are (STILL) in charge. 9. MEN ARE TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN. 10. Womens Market = Opportunity No. 1. Good Thinking, Guys! Kodak Sharpens Digital
Focus On Its Best Customers: Women Page 1 Headline/WSJ/0705 9. Re-imagine the Customer II: Trends Worth Trillion$$$ Boomer Bonanza/
Godzilla Geezer. Just Say No. 18- 44 2000-2010 Stats
18-44: -1% 55+: +21% (55-64: +47%) 44-65: New Customer Majority * *45% larger than 18-43; 60% larger by 2010 Source: Ageless Marketing, David Wolfe & Robert Snyder
The New Customer Majority is the only adult market with realistic prospects for significant sales growth in dozens of product lines for thousands of companies. David Wolfe & Robert Snyder, Ageless Marketing 10. Re-imagine the
Individual: Welcome to a Brand You World Distinct or Extinct If there is nothing very special about your work, no matter how hard you apply yourself you wont get noticed, and that increasingly means you wont
get paid much either. Michael Goldhaber, Wired You are the storyteller of your own life, and you can create your own legend or not. Isabel Allende
New Work SurvivalKit2005 1. Mastery! (Best/Absurdly Good at Something!) 2. Manage to Legacy (All Work = Memorable/Braggable WOW Projects!) 3. A USP/Unique Selling Proposition (R.POV8: Remarkable Point of View captured in 8 or less words) 4. Rolodex Obsession (From vertical/hierarchy/suck up loyalty to horizontal/colleague/mate loyalty) 5. Entrepreneurial Instinct (A sleepless Eye for Opportunity! E.g.: Small Opp for Independent Action beats faceless part of
Monster Project) 6. CEO/Leader/Businessperson/Closer (CEO, Me Inc. Period! 24/7!) 7. Mistress of Improv (Play a dozen parts simultaneously, from Chief Strategist to Chief Toilet Scrubber) 8. Sense of Humor (A willingness to Screw Up & Move On) 9. Comfortable with Your Skin (Bring interesting you to work!) 10. Intense Appetite for Technology (E.g.: How Cool-Active is your Web site? Do you Blog?) 11. Embrace Marketing (Your own CSO/Chief Storytelling Officer) 12. Passion for Renewal (Your own CLO/Chief Learning Officer)
13. Execution Excellence! (Show up on time! Leave last!) Distinct or Extinct Getting to WOW Through Mastery of The Sales 25.
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. Religiously 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 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 will 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 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 customer 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 rampant 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 customerswholl drag you into Tomorrowland. If you dont listen, you dont sell
anything. Carolyn Marland/MD/Guardian Group Great Salespeople 21. Use the word partnership obsessively, even though it is way overused. (Partnership includes folks at all levels throughout the supply chain.) 22. Send thank you notes by the truckload. (NOT ENOTES.) (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 table 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!
Getting Things Done: The Power & Implementation34. *Send Thank You notes! Its (always) all
about relationships. And at the Heart of Effective Relationships is APPRECIATION. (Oh yeah: Never, ever forget a birthday of a co-worker.) *Bring donuts! Small gestures of appreciation (on a rainy day, after a long days work the day before) are VBDs Very Big Deals. *Make the call! One short, hard-to-make call today can avert a relationship crisis that could bring you down six months from now. *Remember: There are no little gestures of kindness. As boss, stopping by someones cube for 30 seconds to inquire about their sick parent will be remembered for 10 years. (Trust me.) *Make eye contact! No big deal? Wrong! It is all about Connection! Paying
attention! Being there in the Moment Present. So, work on your eye contact, your Intent to Connect. *Smile! Or, rather: SMILE. Rule: Smiles beget smiles. Frowns beget frowns. Rule: WORK ON THIS. *Smile! (If it kills you.) Energy & enthusiasm & passion engender energyenthusiasm-passion in those we work with. *Its all RELATIONSHIPS. Remember: Business is a relationships business. (Period.) Were all in sales! (Period.) Connecting! Making our case! Following up! Networking! Relationships are what we do. *You = Your Calendar. Your true priorities are given away by your calendar. YOUR
CALENDAR NEVER LIES. What are you truly spending your time on? Are you distracted? Focused? *Whats in a number? EVERYTHING! While we all do a hundred things, we may not/should not/cannot have more than 2 (or 3) true strategic priorities at any point in time. BELIEVE IT. *She (he) who is best prepared wins! Out study, out-read, out-research the competition. Know more (lots more!) than the person on the other side of the table. *Excellence is the Ultimate Cool Idea. The very idea of pursuing excellence is a turn onfor you and me as well as those we work with. (And, I find to my dismay, its surprisingly rare.)
*Think WOW! language! Language matters! Hot words generate a Hot Team. Watch your *Take a break! We need all the creativity we can muster these days. So close your office door and do 5 (FIVE) minutes of breathing or yoga; get a bag lunch today and eat it in the park. *You are the boss! Old ideas of lifetime employment at one company (maybe
where Dad/Mom worked) are gone. No matter what your current status, think of your self as CEO of Brand Me, Inc. We are all Small Business Owners of our own careers. *Do something in the next half hour! Dont let yourself get stuck! There is ALWAYS something little you can start/do in the next thirty minutes to make a wee, concrete step forward with a problem-opportunity. *Test it! NOW! We call this the Quick Prototype Attitude. One of lifes, especially business lifes, biggest problems is: Too much talk, too little do. If youve got a Cool Idea, dont sit on it or research it to death. Grab a pal, an empty conference, and start laying out a little model. That is, begin the process of transforming the Idea to
Action ASAP. Incidentally, testing something quarter-baked in an approximation of the real world is the quickest way to learn. *Expand your horizons. Routinely reach out beyond your comfort zone. TAKE A FREAK TO LUNCH TOMORROW! Call somebody interesting youve been meaning to get in touch with; invite them to lunch tomorrow. (Lunch with the same ole gang means nothing new learned. And thats a guarantee.) (Remember: Discomfort = Growth.) *Build a Web site. The Web is ubiquitous. Play with it! Be a presence! Start You.com ASAP!
*Spread the credit! Dont build monuments to yourself, build them to others those whose contributions we wholeheartedly acknowledge will literally follow us into machine gun fire! *Follow Toms patented VFCJ strategy! VFCJ = Volunteer For Crappy Jobs. That is, volunteer for the crummy little assignment nobody else wants, but will give you a chance to (1) be on your own, (2) express your creativity, and (3) make a noticeable mark when it turns out Wow. *VOLUNTEER! Lifes a maze, and you never know whats connected to what. (Six degrees of separation, and all that.) So volunteer for that Community Center fund raising drive, even though youre busy as all get out.
You might end up working side-by-side with the president of a big company whos looking for an enthusiast like you, or someone wealthy who might be interested in investing in the small business you dream of starting. *Join Toastmasters! You dont need to try and match Ronald Reagans speaking skills, but you do need to be able to speak your piece with comfort, confidence and authority. Organizations like Toastmasters can help enormously. *Dress for success! This one is old as the hills and I hate it!! But its true. FIRST IMPRESSIONS DO MATTER. (A lot!!!)
*Follow the Gospel of Experience Marketing in all you do. The shrewdest marketers today tell us that selling a product or service is not enough in a crowded marketplace for everything. Every interaction must be reframed as a Seriously Cool Experience. That includes the little 15-minute presentation you are giving to your 4 peers tomorrow. *Think of your resume as an Annual Report on Brand Me Inc. Its not about keeping your resume updated. It is about having a Super-cool Annual Report. (Tom Peters Inc 2004.) What are your stunning accomplishments that you can add to that Report each 6 months, or at the most annually? *Build a Great Team even if you are not boss. Best roster wins, right? So,
work on your roster. Meet someone new at Church or your kids birthday party? Add them to your team (Team Tom); you never know when they might be able to assist you or give you ideas or support for something you are working on. *She or he who has the Fattest & and Best-managed Rolodex wins. Your Rolodex is your most cherished possession! Have you added 3 names to it in the last 2 weeks? Have you renewed acquaintance (email, lunch, gym date) with 3 people in your Rolodex in the last month? MANAGE YOUR ROLODEX!
*Start your own business! Sure thats radical. But people are doing it especially womenby the millions. Let the idea percolate. Chat about it, perhaps, with pals. Start a file folder or three on things you Truly Care About that just might be the basis for Cool Self-employment. *Theres nothing cooler than an Angry Customer! The most loyal customers are ones who had a problem with us and then marveled when we went the Extra Ten Miles to fix it! Business opportunity No. 1 = Irate customers converted into fans. So are you on the prowl for customer problems to fix? *All marketing is Relationship Marketing. In business, profit is a
byproduct of bringing em back. Thus, systematic and intense and repeated Follow-up and After-sales Service and Scintillating New Hooks are of the utmost importance. *BRANDING aint just for Big Dudes. This may well be Business Mistake No. 1 the idea that branding is only for the likes of Coke and Sony and Nike. Baloney! Branding applies as much for the one-person accountancy run out of a spare bedroom as it does for Procter & Gamble. *Credibility! In the end Character Matters Most. Does he/
she give their word, and then stick to it come hell & high water? Can you rely on Her/Him in a pinch? Does she/he CARE? *Grace. Is it a pleasure to do business with you? Is it a pleasure to be a member of your team? Presentation Excellence: The PresX56
The problem with communication ...is the ILLUSION that it has been accomplished George Bernard Shaw Presentation Excellence 1. Total commitment to the Problem/Project/Outcome 2. A compelling Story line/Plot
3. Enough data to sink a tanker (98% in reserve) 4. Know the data from memory; ability to manipulate the data in your head 5. Great Stories/Illustrations/Vignettes 6. Superb political antennae (you must play the room like a Virtuoso and be hyper-attentive to the likes of Body Language) 7. By hook or by crook CONNECT 7A. CONNECT! CONNECT! CONNECT! 8. Punch line/Plot Outline/WOW/Surprise in first
one to two minutes Presentation Excellence 9. Once youve won stop pushing (dont rub it in) 10. Be in command but dont show off (if youre brilliant theyll figure it out for themselves) 11. Pay attention to the Senior Person present, but not too much (dont look like/act like/be a suck up) 12. Brief the hell out of your champions before the presentation; insist that they make changes/fine tune ... they
must own the outcome before the fact! 13. Dont try to score off your detractors be especially courteous to them (even if/especially if theyre jerks) 14. Adjust as you go: LET THE GROUP ARRIVE AT YOUR CONCLUSION! THEY MUST OWN IT (I knew that) IN THE END! Presentation Excellence 15. No more than THREE key points! Come at them in several different ways. 16. No more than ONE point per slide!
17. Slides: NO CLUTTER!!!!!!!!!!!!!!!!!!!!! (no wee print/ charts/graphs) 18. Slides: Good quotes from the field. (Remember youre telling a story) 19. Be aware of differing cognitive styles, especially M-F 20. There must be surprise some key facts that are not commonly known/are counter-intuitive (no reason to do the presentation in the first place if there are no Surprises) 21. Summarize the argument/story from time to time 22. Include an Action Agenda that involves some small items
that will be started/accomplished in the next 72 HOURS (this ices commitment/practicality) Presentation Excellence 23. If you dont know something ADMIT IT! (this is actually a good thingas opposed to appearing as a know it all) 24. ASK FOR THE SALE! (Remember to be a closer) 25. This is War (a war for Hearts & Mind), but never forget that you are the Supplicant! 26. Data are imperative, but also play to Emotion.
27. Consider bringing along a customer (internal or perhaps external) for support 28. Be precisely clear where/when you intend to prototype and that the prototype guinea pig is lined up (better yet, do the first, at least partial, prototype before the presentation) 29. Compromise but dont yield! (Lost battles are normal, no matter how agonizing) 30. Assume that you may be cut off at any moment, and be prepared to give on the spot a compelling 30-second to oneminute (no longer!) Brilliant Summary including Sales Pitch
Presentation Excellence 31. Follow the Law of Recency: Make sure that you have been in the field with the key operating players more recently than anyone in the room 32. Make it clear that youve done a Staggering Amount of Homework, even though you are exhibiting but a tiny fraction allude to the tons of research that are available if desired by participants; offer deeper one-on-one briefings if desired 33. SMILE! RELAX (to a point) (fake it if necessary) (up tight is disastrous) (remember you are doing them a favor by sharing
this Compelling Opportunity!) 34. EYE CONTACT!!!!!!! 35. Be shrewd: Override some interruptions; be attentive to others (distraction is okay and normal within limits!) 36. Becoming an Excellent Presenter is as tough as becoming a great baseball pitcher. THIS IS IMPORTANT and Presentation Excellence is never accidental! (Work your buns off!) Presentation Excellence 37. Practice but dont leave your game in the locker room.
38. Seek tips on how various participants play the [presentation] game 39. A Presentation is an Act (FDR: The President must be the nations number one actor) 40. Remember, the presentation is about Change RESISTANCE IS NORMAL (in fact if theres little resistance then your Project is hardly a game changer) 41. Dress well. Dont over-dress. 42. Be early (obvious, but worth saying) 43. GET THE A/V RIGHT/PERFECT.
44. Dont bring a supporting horde a couple of back-ups is okay/enough 45. No matter how good you are youll have crappy days WEEP AND THEN GET BACK ON THE HORSE Presentation Excellence 46. Speak in Plain English keep the jargon to a minimum 47. Make your Personal Commitment clear as a bell! 48. Emphasize competitive advantage and timeliness (act now), without stooping to ridiculous war-like language (tear the
heart out of the competition) (in audiences with heavy female component, if you are male, avoid repetitive football analogues) 49. Underscore the USP/Unique Selling Proposition 50. Emphasize the Positive 51. Sell Novelty yet fit with core values 52. Remember JFKs immortal words: The only reason to give a speech is to change the world Presentation Excellence
53. Say what you have to say Clearly and then Say It Again & Again from slightly different angles 54. Make it clear that you are a Man/Woman of Action and Execution Excellence is your First, Middle, and Last Name! 55. Energy! Enthusiasm! (dont know the answer to, If you aint got it how do you get it?) 56. Enjoy it! This is a Hoot! THE ULTIMATE TURN ON! Remember your Goal: Change the world!
The only reason to give a speech is to change the world. JFK In classical times when
Cicero had finished speaking, the people said, How well he spoke, but when Demosthenes had finished speaking, they said, Let us march. Adlai Stevenson
Let us march. The Interviewing Excellence: The IntX31 Interviewing Excellence 1. INTERVIEWING IS AN ART WORTH MASTERING! (Think Christiane
Amanpour, Mike Wallace) 2. Dont overschedule2 or 3 in depth interviews are a solid days work. (More than that is lunacy and will lead to shallow results.) 3. Save, if possible, the Big Guy/Gal until lastthat is, until you know what the hell youre doing! 4. Find a comfy/safe/neutral setting. THIS IS ALL IMPORTANT! (Worst case: You on the other side of his/her desk.) 5. Start with a little bit (LITTLE) of local small talk. But get some tips on the interviewee ahead of time; he may be one of the brusque ones who considers any small talk a waste of his Imperial Time.
6. DO YOUR DAMN HOME WORK! (On the interviewee, the subject matter.) 7. Concoct a LONG LIST of questions. (Youll only use 10% of it, but thats okay.) Interviewing Excellence 8. Prepare a SHORT LIST of questions you must get answered. 9. Begin by briefly reviewing your assignmentwhy youre here. 10. ALWAYS ASK FOR EXAMPLES! (When she says Customer Service is in good shape, you ask for specificshard data, recent Customer Service successes (and failures). And: PRECISELY WHO YOU CAN FOLLOW UP
WITH TO GET MORE DETAIL. 11. STORIES! STORIES! STORIES! (You are in the Story Collection Business.) 12. Dress well. DONT OVERDRESS. (Look like they look, more or less; perhaps a touch more formalthis is a Serious Affair you are engaging in.) 13. Assume youll never get another chance to talk to this person. 14. Be personable, but more or less match the interviewees style. (THIS IS HARD WORK!) 15. THINK SMALL! Please walk me in great detail through the [complaint resolution] process. Here, lets diagram it.
Interviewing Excellence 16. For Gods sake, get to the Front Line! (The devil is in the details, and the details are to be found on the loading dock at 3a.m.) (YES 3A.M.) 17. Dont quit until you understand. THE INTERVIEWEE ALWAYS TALKS IN SHORTHANDusing the jargon of the Corporate Culture. Youve got to crack the code. (THIS IS ABOUT THE HARDEST THING TO DO, ESPECIALLY IF YOU ARE YOUNG AND UNCERTAIN: Tell yourself you are here to ask Dumb Questionsthis is not a job interview. Again, think Mike Wallace: So did you in fact murder Mrs. Smith?)
18. Ignore generalizations! YOU ARE HERE IN SEARCH OF SPECIFICS!!! 19. CONTEXT! Get the corporate culturee.g. Shell is not ExxonMobil! Find out (from a set of interviewees) Core Values (in theory and in practice). Interviewing Excellence 20. Engage the Interviewee! GET HER TO DO SOME OF THE WORK! E.g., write out her view of the Ten Key Operative Core Valuesor some such. 20A. ENGAGE! ENGAGE! ENGAGE! 21. You must come across as trustworthy. YOU ARE A DUMBO HERE TO
LEARNNOT AN FBI AGENT IN DISGUISE. 22. Take me through yesterday. Get past the theoretical crap. Give me in excruciating detail an average day: YESTERDAY! (One hour/meeting at a time.) 23. If youre comfortable, lets go over your Calendar for the last month, so I can understand the flow of things. (Remember TPs Rule #1: YOU = YOUR CALENDAR.) 24. DONT LET YOUR NOTES AGE!! Immediately after the interview set aside some time to do a stream of consciousness recap. And to clean up the obscure scrawl on your notes.
Interviewing Excellence 25. Ask the interview if you can get back to her by phone tomorrow to fill in holes that your tin ear missed. NO MORE THAN TEN MINUTES. 26. LEARNING! Tag along with great interviewers in your organization. (I made three PBS films with a Director who had been Mike Wallaces director at 60 Minutesoh my God, how much I learnedor, rather, how little I learned: He could drag stuff out of people that you couldnt believe. (Secret: Im just a dumb old fart trying to figure out what goes on here. HELP ME. PLEASE.) 27. Work on your Level of Dis-satisfaction: BE MAD AS HELL WHEN YOU
SPENT 1.5 HOURS ON AN INTERVIEW WITHOUT REVALATIONS! 28. No, youre not FBIBUT YOU ARE HERE TO FERRET OUT THE NON-OBVIOUS. So: Keep Digging! (Think Woodward & Bernstein.) Interviewing Excellence 29. Repeat: INTERVIEWING IS A CRUCIALLY IMPORTANT ART. Study it! Work on it! Its no different than golf or underwater basket-weaving. The more & harder you work, the better you get. 30. Yes, we need facts (e.g., stories), but remember alWays: INTERVIEWS ARE PURE & SIMPLE ABOUT EMOTIONAL INTERACTION!
31. Tom Wrap-up Note: FEW THINGS IN LIFE PISS ME OFF MORE THAN GOING THROUGH SOMEONES INTERVIEW NOTES AND FINDING A DEARTH OF SOLID EVIDENCEexamples., stories, detailed process maps, etc. (I BLOODY HATE Generalizations!) (Think doctors office: Come hell & high water they start with weight, blood pressure, pulse.) 11. Re-imagine Excellence: The Talent
Obsession. Human creativity is the ultimate economic resource. Richard Florida, The Rise of the Creative Class
Brand = PARCs Bob Taylor: Connoisseur of Talent From 1, 2 or youre out [JW] to
Best Talent in each industry segment to build best proprietary intangibles [EM] Source: Ed Michaels, War for Talent We believe companies can increase their market cap 50 percent in 3 years. Steve Macadam at Georgia-
changed 20 of his 40 box plant managers to put more talented, higher paid managers in charge. He increased Pacific profitability from $25 million to $80 million in 2 years. Ed Michaels, War for Talent Did We Say Talent Matters?
The top software developers are more productive than average software developers not by a factor of 10X or 100X, or even 1,000X, but 10,000X. Nathan Myhrvold, former Chief Scientist, Microsoft
The Cracked Ones Let in the Light Our business needs a massive transfusion of talent, and talent, I believe, is most nonconformists, dissenters and rebels. likely to be found among
David Ogilvy AS LEADERS, WOMEN RULE: New Studies find that female managers outshine their male counterparts in almost every measure Title, Special Report/BusinessWeek
HR doesnt tend to hire a lot of independent thinkers or people who stand up as moral compasses. Garold Markle, Shell Offshore HR Exec (FC/08.05) DD$21M
Our Mission To develop and manage talent; to apply that talent, throughout the world, for the benefit of clients; to do so in partnership; to do so with profit. WPP
12. Re-imagine Leadership: Lead It Loud. Create a Cause! People want to be part of something larger than
themselves. They want to be part of something theyre really proud of, that theyll fight for, sacrifice for , trust. Howard Schultz, Starbucks (IBD/ 09.05) Management has a lot to do with answers. Leadership is a function of questions. And the first question
Who do we intend to be? Not What are we going to for a leader always is: do? but Who do we intend to be? Max De Pree, Herman Miller Find em!
Jack didnt have a vision! The Secret: Les Wexner: From sweaters to people!
Leaders do people. Anon. Make It a Grand Adventure!
Quests! 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. Trumpet an Exhilarating Story! A key perhaps the
key to leadership is the effective communication of a story. Howard Gardner/Leading Minds: An Anatomy of Leadership Live Your Story!
MBWA be You must the change you wish to see in the world. Gandhi
You = Your Calendar* ** *Period. **Calendars never lie. Try It! Sams Secret #1!
Fail faster. Succeed sooner. David Kelley/IDEO Demand Action! We have a
strategic plan. Its called doing things. Herb Kelleher Dispense Enthusiasm! Nothing is so contagious as
enthusiasm. Samuel Taylor Coleridge Most important, upped the energy level at he Motorola.
Fortune on Ed Zander/08.05 Pursue Excellence! Leader Job 1 Paint Portraits of
Excellence! Tell me, what is it you plan to do with your one wild and precious life? Mary Oliver Become a
Top Line Fanatic! C R *Chief Revenue
O* Officer [Other] admirals more frightened of losing than anxious to win
Nelsons secret: Radiate Passion! Charles Handy on the Alchemists: Passion was what drove
these people, passion for their product or their cause. If you care enough, you will find out what you need to know. Or you will experiment and not worry if the experiment goes wrong. Passion as the secret to learning is an odd secret to propose, but I believe that it works at all levels and at all ages. Sadly, passion is not a word often heard in the elephant organizations, nor in schools, where it can seem disruptive.
Avoid Moderation! Kevin Roberts Credo 1. Ready. Fire! Aim. 2. 3. 4. 5. 6.
7. 8. 9. If it aint broke ... Break it! Hire crazies. Ask dumb questions. Pursue failure. Lead, follow ... or get out of the way! Spread confusion.
Ditch your office. Read odd stuff. 10. Avoid moderation! The greatest danger for most of us is not that our aim is too high and we miss it,
but that it is too low and we reach it. Michelangelo Free the Lunatic Within! You cant behave
in a calm, rational manner. Youve got to be out there on the lunatic fringe. Jack Welch Bonus
Excellence! The Basics/1982-2005 Excellence1982: The Bedrock Eight Basics 1. A Bias for Action 2. Close to the Customer 3. Autonomy and Entrepreneurship 4. Productivity Through People
5. Hands On, Value-Driven 6. Stick to the Knitting 7. Simple Form, Lean Staff 8. Simultaneous Loose-Tight Properties Excellence2005: The Bedrock Bakers Dozen 1. A Bias For Action Is Job One! (Construct a Discipline/Culture of EXECUTION!) 2. DECENTRALIZATION! ACCOUNTABILITY! (Toms Top Two, 1965-2005.) 3. Fail. Forward. Fast. (Reward Excellent Failures, Punish Mediocre Successes.) 4. Metabolic Management Matters! (Hustle! Adapt! EAT CHANGE! Win the
O.O.D.A. Loop WarConfuse Your Competitors!) 5. INNOVATE or Die. (Game-changers or Bust! Lead the Customer! Just Shout NO to Immitation!) 6. A Damn Good Product. (Pursue Dramatic Difference.) 7. A Damn Cool Product. (Design Rules!) 8. Ride the Value Added Curve to the Sky! (Sell GamechangerSolutions; Provide Scintillating Experiences; Become a Dream Merchant; Strive to Be a Lovemark.) 9. Relentlessly Pursue the Big Two Markets.
(WOMEN Buy Everything BOOMERS & GEEZERS Have All the Money!) 10. Best Talent/Roster Wins! (HR Rules! Everyone a Leader! Women Lead Best! Weird Matters Most! A Workplace to Brag About! Educate for Creativity!) 11. Wanted/Demanded: Radical Technology Strategies! (Incrementalism Is for Wimps!)
12. Hard Is Soft! Soft Is Hard! (People! Passion! Enthusiasm! Wow! INTEGRITY! TRUST! Good Citizenship.) 13. Accept No Less Than EXCELLENCE! Vaults Us Out of Bed in the Morning) (Excellence, Pursuit thereof, Is the #1 Thing That