This is

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This is Your Moment!Tom Peters/ARDA/Crystal
Ball Luncheon/04.14.2002
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All Slides Available at tompeters.comNote
Lavender text in this file is a link.
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10 Certainties.
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1. Its a WOMANs World. (Period.)
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?????????Home Furnishings 94Vacations 92
(Adventure Travel 70/ 55B travel
equipment)Houses 91Consumer Electronics
51 Cars 60 (90)All consumer purchases
83 Bank Account 89Health Care 80
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2/3rds working women/50 working wives gt
5080 checks61 bills53 stock (mutual fund
boom)43 gt 500K95 financial decisions/ 29
single handed
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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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Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
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EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
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Women dont buy brands. They join
them.EVEolution
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Stupid Amazing, now that I think about it. A
bunch of guys --developers, architects,
contractors--sitting around designing shopping
centers. And the end users will be
overwhelmingly women!
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2. Its BOOMER World. (Period.)
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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 Old
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NOT ACTING THEIR AGE As Baby Boomers Zoom into
Retirement, Will America Ever Be the
Same?USNWR Cover/06.01
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507T wealth (70)/2T annual income50 all
discretionary spending79 own homes/40M credit
card users41 new cars/48 luxury610B
healthcare spending/74 prescription drugs5 of
advertising targetsKen Dychtwald, Age Power
How the 21st Century Will Be Ruled by the New Old
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3. Its an EXPERIENCES World.
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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
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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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Westins Heavenly Bed
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4. Its a BRAND World.
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WHO ARE WE?
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WHATS OUR STORY?
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EXACTLY HOW ARE WE DRAMATICALLY DIFFERENT?
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1st Law Mktg Physics OVERT BENEFIT (Focus 1 or
2 gt 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 See the next
slide.)Source Jump Start Your Business Brain,
Doug Hall
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2 QuestionsHow 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 years Doug Hall, Jump Start Your Business
Brain
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DO THE HOUSEKEEPERS CLERKS BUY IT? ARE YOU
V-E-R-Y SURE?
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WHY DOES IT MATTER TO THE CLIENT?
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EXACTLY HOW DO I PASSIONATELY CONVEY THAT
DRAMATIC DIFFERENCE TO THE CLIENT ?
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5. Its an IS/IT World.
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Theres no use trying, said Alice. One cant
believe impossible things. I daresay you
havent had much practice, said the Queen. When
I was your age, I always did it for half an hour
a day. Why, sometimes Ive believed as many as
six impossible things before breakfast.Lewis
Carroll
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Inet allows you to dream dreams you could
never have dreamed before!
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6. Its a TALENT World.
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Message Some people are better than other
people. Some people are a helluva lot better than
other people.
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Model 25/8/53 Sports Franchise GM
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7. Its a CREATORs World.
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Customers will try low cost providers
because the Majors have not given them any clear
reason not to.Leading Insurance Industry
Analyst
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SWA gt American Continental Delta Northwest
United USAirways.Source Boston Globe
(12.22.2001)
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Getting Beyond Lip Service!No longer are we
only an insurance provider. Today, we also
offer our customers the products and services
that help them achieve their dreams, whether its
financial security, buying a car, paying for home
repairs, or even taking a dream vacation.Martin
Feinstein, CEO, Farmers Group
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Our mission is to go from being the worlds
premier timesharewhich is a large idea in a
small industryto being what we call the market
makers for global travel and leisure. We need
to enable developers to be involved in more
travel and leisure products, rather than just the
timeshare side.Ken May, RCI (Source
Developments)
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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 buildings 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)
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The Big Day!
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09.11.2000 HP bids 18,000,000,000for
PricewaterhouseCoopersconsulting business!
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These days, building the best server isnt
enough. Thats the price of entry.Ann
Livermore, Hewlett-Packard
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Gerstners IBM Systems Integrator of choice.
(BW/12.01). Global Services 35B. Pledge/99
Business Partner Charter. 72 strategic partners,
aim for 200. Drop many in-house programs/products.
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8. Its a FREAKs World.
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ForgetgtLearnThe problem is never how to get
new, innovative thoughts into your mind, but how
to get the old ones out.Dee Hock
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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Sams Secret 1!
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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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9. Its a JUGGLERs World.
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If things seem under control, youre just not
going fast enough.Mario Andretti
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10. Its an ENTHUSIASTs World.
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BZ I am a Dispenser of Enthusiasm!
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Thank You!