Tom Peters

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Tom Peters We Are in a Brawl with No
RulesPhoenix Technologies/10.13.2002
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TPs 7 Phoenix Technologies
Biases1. Great institution.2. Great
product.3. (Potentially) great story.4.
Hopelessly under-branded.5. Awesome
opportunitiesproduct branding.6. Scope ought
to be expanded (dramatically)the Cisco of
my computers innards.7. Engineering is
coolbut theres more to life.8. Success a
marketer-to-marketer sale, not an
engineer-to-engineer sale.
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I. Confusion Reigns.
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We are in a brawl with no rules.Paul Allaire
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II. Destruction Rules.
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Theres going to be a fundamental change in
the global economy unlike anything we have had
since the cavemen began bartering.Arnold
Baker, Chief Economist, Sandia National
Laboratories
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In 25 years, youll probably be able to get the
sum total of all human knowledge on a personal
device.Greg Blonder, VC was Chief Technical
Adviser for Corporate Strategy _at_ ATT Barrons
11.13.2000
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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.SP 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
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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 the
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 Dilemma
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No Wiggle Room! Incrementalism is innovations
worst enemy. Nicholas Negroponte
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IT MAY SOMEDAY BE SAID THAT THE 21ST CENTURY
BEGAN ON SEPTEMBER 11, 2001. Al-Qaeda
represents a new and profoundly dangerous kind of
organizationone that might be called a virtual
state. On September a virtual state proved that
modern societies are vulnerable as never
before.Time/09.09.2002
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Dawn Meyerreicks, CTO of the Defense
Intelligence Systems Agency, made one of the most
fateful military calls of the 21st century. After
9/11 her office quickly leased all the
available transponders covering Central Asia. The
implications should change everything about U.S.
military thinking in the years ahead. The U.S.
Air Force had kicked off its fight against the
Taliban with an ineffective bombing campaign, and
Washington was anguishing over whether to send in
a few Army divisions. Donald Rumsfeld told Gen.
Tommy Franks to give the initiative to 250
Special Forces already on the ground. They used
satellite phones, Predator surveillance drones,
and GPS- and laser-based targeting systems to
make the air strikes brutally effective.In
effect, they Napsterized the battlefield by
cutting out the middlemen (much of the militarys
command and control) and working directly with
the real players. The data came in so fast that
HQ revised operating procedures to allow
intelligence analysts and attack planners to work
directly together. Their favorite tool,
incidentally, was instant messaging over a secure
network.Ned Desmond/Broadbands New Killer
App/Business 2.0/ OCT2002
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III. B-I-G Value Added Wins.
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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.
Global Services 35B. Pledge/99 Business
Partner Charter. 72 strategic partners, aim for
200. Drop many in-house programs/products.
(BW/12.01).
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We want to be the air traffic controllers of
electrons.Bob Nardelli, GE Power Systems
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Customer Satisfaction to Customer
SuccessWere getting better at Six Sigma
every day. But we really need to think about the
customers profitability. Are customers bottom
lines really benefiting from what we provide
them?Bob Nardelli, GE Power Systems
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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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IV. Value Added Scintillating Customer
Experiences.
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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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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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Club Med is more than just a resort its a
means of rediscovering oneself, of inventing an
entirely new me. Source Jean-Marie Dru,
Disruption
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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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WHAT CAN BROWN DO FOR YOU?
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The Experience LadderExperiences
ServicesGoods Raw Materials
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Bob Lutz I see us as being in the art business.
Art, entertainment and mobile sculpture, which,
coincidentally, also happens to provide
transportation. Source NYT 10.19.01
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Lexus sells its cars as containers for our sound
systems. Its marvelous.Sidney Harman/ Harman
International
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Ladder Position MeasureSolutions
Success(Experiences)Services
SatisfactionGoods Six-sigma
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Its All About EXPERIENCES Trapper to
Wildlife Damage-control ProfessionalTrapper
lt20 per beaver pelt.WDCP 150/problem
beaver 750-1,000 for flood-control piping
so that beavers can stay.Source
WSJ/05.21.2002
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V. Experiences Plus The Dream Fulfillment
Business.
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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
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Common Products Dream ProductsMaxwell
House StarbucksBVD
Victorias SecretPayless
FerragamoHyundai
FerrariSuzuki
Harley DavidsonAtlantic City
AcapulcoNew Jersey
CaliforniaCarter
KennedyConners
PeleSource Gian Luigi Longinotti-Buitoni
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The marketing of Dreams (Dreamketing)Dreamketing
Touching the clients dreams.Dreamketing The
art of telling stories and entertaining.Dreamketi
ng Promote the dream, not the product.Dreamketin
g Build the brand around the main
dream.Dreamketing Build the buzz, the hype,
the cult.Source Gian Luigi Longinotti-Buitoni
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VI. Brands Rule!
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Salt is salt is salt. Right? Not when it comes
in a blue box with a picture of a little girl
carrying an umbrella. Morton International
continues to dominate the U.S. salt market even
though it charges more for a product that is
demonstrably the same as many other products on
the shelf.Tom Asaker, Humanfactor Marketing
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What Can Cant Be Branded?Branding is not a
problem if you have the right mentality. You go
to your team and you pin up a 200 Swiss Army
Watch. Competing in the ridiculously crowded
sub-200 watch market, they made it into a brand
name, named after the most irrelevant and useless
thing in history the Swiss Army. And you say,
Gang, if they can do it, we can do it. Barry
Gibbons
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The Heart of Branding
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WHATS OUR STORY?
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Most companies tend to equate branding with the
companys marketing. Design a new marketing
campaign and, voilà, 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 SURE 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,
Unique Now ... or Never
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TPs plea No jargon!
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EXACTLY HOW ARE WE DRAMATICALLY DIFFERENT?
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You do not merely want to be the best of the
best. You want to be considered the only ones who
do what you do.Jerry Garcia
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Can Be Done in Tech Dont Leave Home Without
Us.IBMIntelMicrosoftNortonCiscoClearl
y did not have the best technology
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VII. Leadership GO FOR IT!
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Bill Parcells World/ Brand You World!BLAME
NOBODY!EXPECT NOTHING!DO SOMETHING!NY Post
(9/99)
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If things seem under control, youre just not
going fast enough.Mario Andretti
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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TPs 7 Phoenix Technologies
Biases1. Great institution.2. Great
product.3. (Potentially) great story.4.
Hopelessly under-branded.5. Awesome
opportunitiesproduct branding.6. Scope ought
to be expanded (dramatically)the Cisco of
my computers innards.7. Engineering is
coolbut theres more to life.8. Success a
marketer-to-marketer sale, not an
engineer-to-engineer sale.
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Lets make a dent in the universe.
Steve Jobs
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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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Thank You!