Fidelity Boston 021600

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FidelityBoston02-16-00
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Hen scratches _at_ 37,000 feet
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Microsoft R.O.W.Microsoft GM
Ford Boeing Lockheed Martin Deere
Caterpillar USX Weyerhaeuser Union Pacific
Kodak Sears Marriott Safeway
KelloggSource Business Week data through 5-99
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Microsoft R.O.W. (II) Microsoft GM
Ford Boeing Lockheed Martin Deere
Caterpillar USX Weyerhaeuser Union Pacific
Kodak Sears Marriott Safeway Kellogg
McDonalds Bank One General Mills
American Airlines United Airlines Delta Air
Lines US Airways Quaker OatsSource
Yastrow Marketing (through 11-23-99)
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There is probably going to be more confusion in
the business world in the next decade than there
has been in any decade in history.Steve Case
(2-00)
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No Wiggle Room! Incrementalism is innovations
worst enemy. Nicholas Negroponte
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Just Say No I dont intend to be known as the
King of the Tinkerers. CEO, large financial
services company (New York, 5-99)
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Brand InsidePSF 1Brand Org!
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108 X 5vs. 8 X 1 540 vs. 8
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ERP, ECM, Web, Etc.ITS THE GIANT SUCKING SOUND
OF SLACK BEING EXTRACTED FROM THE GLOBAL
ECONOMY!
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PSF 1.0Professional Service Firm Conversion Kit
/ Release 1.0
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support function / cost center /
bureaucratic dragor Rock Stars of the
Age of Talent
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Why are there no books on how to create a Cool,
Rocking, WOW-producing Finance Department?
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Brand InsidePSF 2Brand Work!
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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You really got to me. So many of our information
technology projects take on a life of their own,
and I know theyll never end up as more than
mediocre successes. CEO, F100 financial
services company (10-98)
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E.g. WOW Scale1. Dull as dishwater.5.
Gets the job done.7. Good work!.10. A
serious Braggable!
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Kaiser 4.15.29
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Liberty Ship2 years240 days9 hours4 days,
15 hours, 29 minutes
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WOW Project Acid TestCan you explain it -
with zest - to your 14-year-old?
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Every project we take on starts with a question
How can we do whats never been done
before?Stuart Hornery, CEO, Lend Lease
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The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
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Epitaph from Hell Joe T. Jones 1942 - 2000
HE WOULDA DONE SOME REALLY COOL STUFF BUT
HIS BOSS WOULDNT LET HIM!
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• T.T.D./ Secret No. 1 Go horizontal Find a
  (one!) line ally in the Boonies
• Secret No. 2 Powerless allies are Cool!
• Secret No. 3 Passion Rules!
• Secret No. 4 Become a Prototyping Maniac!
• Secret No. 5 Embrace Politics / Community
  Organizing!

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Notes Page

• Main Idea YOU ARE NOT POWERLESS. Seek out
  allies in strange places and get going! DO NOT
  WASTE TIME SELLING UP.
• Attitude You are the Gandhi/King of your
  mission.
• So IDENTIFY THE FOLKS YOU WANT TO PLAY WITH RE
  THAT INCREDIBLY COOL IDEA YOU HAVE!

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Culture of PrototypingEffective prototyping
may be the most valuable core competence an
innovative organization can hope to
have.Michael Schrage

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T.T.D./ Prototypers LawsDefine a small,
practical test of something on a page or less of
text. Now.Gather found materials on the
very cheap.Find a/one partner-customer
wholl provide a test site.Set a very tight
deadline of about 5 days for the next concrete
step.Conduct the test! Debrief A.S.A.P.Set
the next test date. Now. No more than 5 days
hence.
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Notes Page

• The idea is to establish a rhythm of
  prototyping that defines every project.

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K2K
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ReferenceRules for Radicals, Saul Alinsky
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• It was much later that I realized Dads secret.
  He gained respect by giving it. He talked and
  listened to the fourth-grade kids in Spring
  Valley who shined shoes the same way he talked
  and listened to a bishop or a college president.
  He was seriously interested in who you were and
  what you had to say.
• Sara Lawrence-Lightfoot, Respect

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Brand InsidePSF 3Brand You!
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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
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Personal Brand Equity Eval

• I am known for 2 to 3 things
• My current Project is challenging me
• New things Ive learned in the last 90 days
  include
• My public recognition program consists of
• Additions to my Rolodex include
• My resume is discernibly different from last
  years at this time

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R.D.A.Rate 15?, 25?Therefore Formal
Investment Strategy/R.I.P.
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Brand InsidePSF 4Brand Talent!
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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
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The boundaries for acceptable weirdness have
dramatically expanded.Michael Schrage
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Axiom Never hire anyone without an aberration
in their background. (Find the One Ton Cookie
Man!)
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Attributes of Those Who Made the 10th Grade
History Book

• Committed!
• Determined to make a difference!
• Focused!
• Passionate!
• Irrational about their lifes project!
• Ahead of their time / Paradigm busters!
• Impatient! / Action Obsessed

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Attributes of Those Who Made the 10th Grade
History Book

• Made lots of people mad!
• Flouted the chain of command!
• Creative / Quirky / Peculiar! / Rebels! /
  Irreverent!
• Masters of improv / Thrive on chaos / Exploit
  chaos!

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Attributes of Those Who Made the 10th Grade
History Book

• Forgiveness Permission
• Bone honest!
• Flawed as the dickens!
• In touch with their followers aspirations
• Damn good at what they do!

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Conformity is the enemy of freedom and the
jailer of growth.J.F.K.
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Brand OutsideContextNo Commodities!
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In the Beginning The audit has become a
commodity.Big 5 audit partner to TP
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Whats Special?Customers will try low cost
providers because the Majors have not given them
any clear reason not to.Leading Insurance
Industry Analyst (10-98)
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We make over three new product announcements a
day. Can you remember them? Our customers
cant!Carly Fiorina
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The surplus society has a surplus of similar
companies, employing similar people, with similar
educational backgrounds, coming up with similar
ideas, producing similar things, with similar
prices and similar quality.Kjell Nordstrom and
Jonas Ridderstrale, Funky Business
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Brand OutsideStrategy 1Lead the Customer!
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The customer is a rear view mirror, not a guide
to the future.George Colony, Forrester
ResearchIf you worship at the throne of the
voice of the customer, youll get only
incremental advances.Joseph Morone, President,
Bentley College
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Good Bad/ 1 of 30,000We are crazy. We
should do something when people say it is
crazy. If people say something is good, it
means someone else is already doing it.Hajime
Mitarai, Canon
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Wealth in this new regime flows directly from
innovation, not optimization. That is, wealth is
not gained by perfecting the known, but by
imperfectly seizing the unknown.Kevin Kelly,
New Rules for the New Economy
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Amen!The Age of the Never Satisfied
CustomerRegis McKenna
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Brand OutsideStrategy 2Master E-Commerce!
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30,000,000. ???
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Dells Web sales daily
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Welcome to D.I.Y. Nation!Changes in business
processes will emphasize self service. Your costs
as a business go down and perceived service goes
up because customers are conducting it
themselves. Ray Lane, Oracle
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Psych 101 Strongest Force on Earth?My need to
be in perceived control of my universe!
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Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
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The Net hasnt lived up to its hype. Its a
distant, cold, alien, threatening world called
cyberspace. The challenge is to make the Net
into something intimate, warm, friendly, useful,
personal.Carly Fiorina, CEO, HP _at_ Comdex 99
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Where does the Internet rank in priority? Its
No. 1, 2, 3, and 4. Jack Welch

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Brand OutsideStrategy 3Women Rule!
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?????????Home Furnishings 94Vacations
92Houses 91Bank Account 89Health Care
75New Investment Clubs 101
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48 working wives 5080 checks61 bills43
500K95 financial decisions/ 29 single
handed
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Women 49 of Web users 6 of 10 new users 83
of wired women are primary decision makers for
family healthcare, finances, education.Source
Business Week (11-99)
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OPPORTUNITY NO. 1!
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Carol Gilligan/ In a Different VoiceMen Get
away from authority, familyWomen ConnectMen
Self-orientedWomen Other-orientedMen
RightsWomen Responsibilities
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FemaleThink/ PopcornMen 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 creating a relationship. Every place women go,
they make connections.
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Women and Financial AdvisorsWomen want a
plan, to be listened to, to be taken seriously,
to read about it, to think about it.Women do
not want an in-your-face sales pitchSource
Kathleen Boyle, Wheat Boyle Butcher Singer
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Marketing to Women Help Them Save Time!80
work86 cook58 run errands with kids38
take child to school21 go to the gym21
take outside classes
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Speaking of Enormous Opportunities ...
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74/55At each stage of their lives, the needs
and desires of the baby boomers have become the
dominant concerns of American business and
popular culture. If you can anticipate the
movement of the baby-boom generations life-span
migration, you can see the future.Ken
Dychtwald, Age Wave
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Aging/Elderly2X growth rateIm
in charge!Experiences vs. ProductsGood
source Ken Dychtwald, Age Wave
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Brand OutsideStrategy 4Its the Experience!
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Experiences are as distinct from services as
services are from goods.Joseph Pine James
Gilmore, The Experience Economy Work Is Theater
Every Business a Stage
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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 home. Its the place our
customers come for refuge.Nancy Orsolini,
District Manager
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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
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Mantra Any good can be ing-edthe driving
experiencethe pumping experiencethe sitting
experiencethe reading experiencethe washing
experiencethe cooking experienceJoseph Pine
James Gilmore, The Experience Economy Work Is
Theater Every Business a Stage
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Brand LeadershipLead Out Loud!
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ENTHUSIASM RULES!I am a dispenser of
enthusiasm./ Ben Zander
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If you ask me what I have come to do in this
world, I who am an artist, I will reply, I am
here to live my life out loud.Emile Zola
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If things seem under control, youre just not
going fast enough.Mario Andretti