Source: Judy Rosener, America's Competitive Secret ' ..

1
A Passion for Passion The Motivational
SpeechTom Peters/12June04
2
Setting the Scene
3
Uncertainty is the only thing to be sure of.
Anthony Muh,head of investment in Asia,
Citigroup Asset Management If you dont like
change, youre going to like irrelevance even
less. General Eric Shinseki, Chief of Staff,
U. S. Army
4
ForgetgtLearnThe problem is never how to get
new, innovative thoughts into your mind, but how
to get the old ones out.Dee Hock
5
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
6
Im not comfortable unless Im
uncomfortable.Jay Chiat
7
If things seem under control, youre just not
going fast enough.Mario Andretti
8
A Bias for Action
9
The Kotler Doctrine1965-1980
R.A.F.(Ready.Aim.Fire.)1980-1995
R.F.A.(Ready.Fire!Aim.)1995-????
F.F.F.(Fire!Fire!Fire!)
10
We have a strategic plan. Its called doing
things. Herb Kelleher
11
When assessing candidates, the first thing I
looked for was energy and enthusiasm for
execution. Does she talk about the thrill of
getting things done, the obstacles overcome, the
role her people playedor does she keep wandering
back to strategy or philosophy? Larry Bossidy,
Honeywell/AlliedSignal, in Execution
12
Fail. Forward. Fast.
13
Sams Secret 1!
14
Fail faster. Succeed sooner.David Kelley/IDEO
15
Fail. Forward. Fast. High-tech Exec
16
Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec (and, de
facto, Jack)
17
Seek Out Weird!
18
Saviors-in-WaitingDisgruntled
CustomersOff-the-Scope CompetitorsRogue
EmployeesFringe SuppliersWayne Burkan, Wide
Angle Vision Beat the Competition by Focusing on
Fringe Competitors, Lost Customers, and Rogue
Employees
19
CUSTOMERS Future-defining customers may account
for only 2 to 3 of your total, but they
represent a crucial window on the
future.Adrian Slywotzky, Mercer Consultants
20
COMPETITORS The best swordsman in the world
doesnt need to fear the second best swordsman in
the world no, the person for him to be afraid of
is some ignorant antagonist who has never had a
sword in his hand before he doesnt do the thing
he ought to do, and so the expert isnt prepared
for him he does the thing he ought not to do and
often it catches the expert out and ends him on
the spot. Mark Twain
21
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
22
The short road to ruin is to emulate the methods
of your adversary. Winston Churchill
23
Employees Are there enough weird people in the
lab these days?V. Chmn., pharmaceutical house,
to a lab director (06.01)
24
We become who we hang out with!
25
Innovation Source No. 1 PPPs/Personally
Pissed-off PeopleBranson started Virgin
Atlantic because flying other airlines was so
dreadful. Fortune/05.13.2002And there is no
No. 2!
26
Innovation Index How many of your Top 5
Strategic Initiatives score 7 or higher (out of
10) on a Weirdness/Profundity Scale?
27
I Dont Know!
28
Ninety percent of what we call management
consists of making it difficult for people to get
things done. P.D.
29
I dont know.
30
Quests!
31

• Firms will not manage the careers of their
  employees. They will provide opportunities to
  enable the employee to develop identity and
  adaptability and
• thus be in charge of his or her own career.
• Tim Hall et al., The New Protean Career
  Contract

32
Organizing Genius / Warren Bennis and Patricia
Ward BiedermanGroups 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.
33
Leaders-Teachers Do Not Transform People!
Instead leaders-mentors-teachers (1) provide a
context which is marked by (2) access to a
luxuriant portfolio of meaningful opportunities
(projects) which (3) allow people to fully (and
safely, mostlycaveat they dont engage unless
theyre mad about something) express their
innate curiosity and (4) engage in a vigorous
discovery voyage (alone and in small teams,
assisted by an extensive self-constructed
network) by which those people (5) go to-create
places they (and their mentors-teachers-leaders)
had never dreamed existedand then the
leaders-mentors-teachers (6) applaud like hell,
stage photo-ops, and ring the church bells 100
times to commemorate the bravery of their
followers explorations!
34
I start with the premise that the function of
leadership is to produce more leaders, not more
followers.Ralph Nader
35
Brand You, Big Time!I AM AN ARMY OF ONE
36
Doing Leadership
37
Warren, I know you want to be president. But
do you want to do president?
38
33 Division Titles. 26 League Pennants. 14 World
Series Earl Weaver0. Tom Kelly0. Jim
Leyland0. Walter Alston1AB. Tony LaRussa132
games, 6 seasons. Tommy LasordaP, 26 games.
Sparky Anderson1 season.
39
Leaders dont want to win. Leaders need to
win.49
40
It is no use saying We are doing our best. You
have got to succeed in doing what is necessary.
WSC
41
To Dont List
42
Best Talent Wins!
43
14 MILLION service jobs are in danger of being
shipped overseas The Dobbs Report/USNWR/11.03/r
e new UCB study
44
WHAT ARE PEOPLE GOING TO DO WITH THEMSELVES?
Headline/ Fortune/ 11.03 (We should finally
admit that we do not and cannot know, and regard
that fact with serenity rather than anxiety.)
45
Over the last decade the biggest employment
gains came in occupations that rely on people
skills and emotional intelligence and among jobs
that require imagination and creativity. Trying
to preserve existing jobs will prove futiletrade
and technology will transform the economy whether
we like it or not. Americans will be better off
if they strive to move up the hierarchy of human
talents. Thats where our future lies. Michael
Cox, Richard Alm and Nigel Holmes/Where the Jobs
Are/NYT/05.13.2004
46
Age of AgricultureIndustrial AgeAge of
Information IntensificationAge of Creation
IntensificationSource Murikami Teruyasu,
Nomura Research Institute
47
When land was the scarce resource, nations
battled over it. The same is happening now for
talented people.Stan Davis Christopher
Meyer, futureWEALTH
48
Talent!Tina Brown The first thing to do is to
hire enough talent that a critical mass of
excitement starts to grow.Source
Business2.0/12.2002-01.2003
49
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 Genius
50
PARCs Bob Taylor Connoisseur of Talent
51
Les Wexner From sweaters to people!
52
From 1, 2 or youre out JW to Best
Talent in each industry segment to build best
proprietary intangibles EMSource Ed
Michaels, War for Talent
53
We believe companies can increase their market
cap 50 percent in 3 years. Steve Macadam at
Georgia-Pacific changed 20 of his 40 box plant
managers to put more talented, higher paid
managers in charge. He increased profitability
from 25 million to 80 million in 2 years.Ed
Michaels, War for Talent
54
Message Some people are better than other
people. Some people are a helluva lot better than
other people.
55
Talent Department
56
People DepartmentCenter for Talent
ExcellenceSeriously Cool People Who Recruit
Develop Seriously Cool PeopleEtc.
57
Diversity Pays!
58
The Creative Class derives its identity from its
members roles as purveyors of creativity.
Because creativity is the driving force of
economic growth, in terms of influence the
Creative Class has become the dominant class in
society. Richard Florida, The Rise of the
Creative Class (38M, 30)
59
Where do good new ideas come from? Thats
simple! From differences. Creativity comes from
unlikely juxtapositions. The best way to maximize
differences is to mix ages, cultures and
disciplines.Nicholas Negroponte
60
Diversity defines the health and wealth of
nations in a new century. Mighty is the mongrel.
The hybrid is hip. The impure, the mélange, the
adulterated, the blemished, the rough, the
black-and-blue, the mix-and-match these people
are inheriting the earth. Mixing is the new norm.
Mixing trumps isolation. It spawns creativity,
nourishes the human spirit, spurs economic growth
and empowers nations.G. Pascal Zachary, The
Global Me New Cosmopolitans and the Competitive
Edge
61
CM Prof Richard Florida on Creative Capital
You cannot get a technologically innovative
place unless its open to weirdness, eccentricity
and difference.Source New York
Times/06.01.2002
62
The Cracked Ones Let in the LightOur 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
63
AS LEADERS, WOMEN RULE New Studies find that
female managers outshine their male counterparts
in almost every measureTitle, Special Report,
BusinessWeek, 11.20.00
64
Women Rule!
65
AS LEADERS, WOMEN RULE New Studies find that
female managers outshine their male counterparts
in almost every measureTitle, Special Report,
BusinessWeek, 11.20.00
66
Womens Strengths Match New Economy Imperatives
Link rather than rank workers favor
interactive-collaborative leadership style
empowerment 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
honor intuition as well as pure rationality
inherently flexible appreciate cultural
diversity.Source Judy B. Rosener, Americas
Competitive Secret Women Managers
67
TAKE THIS QUICK QUIZ Who manages more things
at once? Who puts more effort into their
appearance? Who usually takes care of the
details? Who finds it easier to meet new
people? Who asks more questions in a
conversation? Who is a better listener? Who
has more interest in communication skills? Who
is more inclined to get involved? Who
encourages harmony and agreement? Who has
better intuition? Who works with a longer to
do list? Who enjoys a recap to the days
events? Who is better at keeping in touch
with others?Source Selling Is a Womans Game
15 Powerful Reasons Why Women Can Outsell Men,
Nicki Joy Susan Kane-Benson
68
Investors are looking more and more for a
relationship with their financial advisers. They
want someone they can trust, someone who listens.
In my experience, in general, women may be better
at these relationship-building skills than are
men.Hardwick Simmons, CEO, Prudential
Securities
69
Internationally, the United States ranked
sixtieth in womens political leadership, behind
Sierra Leone and tied with Andorra. Marie
Wilson, Closing the Leadership Gap
70
Opportunity!

• U.S.
  G.B. E.U. Ja.
• M.Mgt. 41 29 18
  6
• T.Mgt. 4 3 2 lt1
• Peak Partic. Age 45 22 27
  19
• Coll. Stud. 52 50 48 26
• Source Judy Rosener, Americas Competitive
  Secret

71
Are men obsolete? Headline, USNWR/06.03.03
72
Brand You Distinct or Extinct!
73
Income Confers No Immunity as Jobs Migrate
Headline/USA Today/02.04
74
There is no job that is Americas God-given
right anymore. Carly Fiorina/ HP/ 01.08.2004
75
One Singaporean worker costs as much
as 3 in Malaysia 8
in Thailand 13 in China
18 in India. Source The Straits
Times/08.18.03
76
JUST GOT LAID OFF? HIRE YOURSELF!Cover story,
Forbes, 12 May 2003
77
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
78
Minimum New Work SurvivalSkillsKit2003MasteryRo
lodex Obsession (vert. to horiz.
loyalty)Entrepreneurial InstinctCEO/Leader/Bus
inessperson/CloserMistress of ImprovSense of
HumorIntense Appetite for TechnologyGroveling
Before the YoungEmbracing MarketingPassion
for Renewal
79
My ancestors were printers in Amsterdam from
1510 or so until 1750, and during that entire
time they didnt have to learn anything
new.Peter Drucker, Business 2.0 (08.22.00)
80
Knowledge becomes obsolete incredibly fast. The
continuing professional education of adults is
the No. 1 industry in the next 30 years mostly
on line.Peter Drucker,Business 2.0
(22August2000)
81
R.D.A.Rate 15?, 25?Therefore Formal
Investment Strategy/R.I.P.
82
Personal Brand Equity Evaluation

• I am known for 2 to 3 things next year at this
  time Ill also be known for 1 more thing.
• 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 in the last 90 days
  include
• My resume is discernibly different from last
  years at this time

83
T.T.D./AssignmentConstruct a 1/8-page or
1/4-page ad for Brand You for the Yellow Pages
84
The Rule of PositioningIf you cant describe
your position in eight words or less, you dont
have a position. Jay Levinson and Seth
Godin, Get What You Deserve!
85
Thriving in 24/7 (Sally Helgesen)START AT THE
CORE. Nimbleness only possible if we locate
our inner voice, take regular inventory of where
we are. LEARN TO ZIGZAG. Think gigs. Think
lifelong learning. Forget old loyalty. Work on
optimism.CREATE OUR OWN WORK. Articulate your
value. Integrate your passions. I.D. your market.
Run your own business.WEAVE A STRONG WEB OF
INCLUSION. Build your own support network.
Master the art of looking people up.
86
Nobody gives you power. You just take
it.Roseanne
87
You are the storyteller of your own life, and
you can create your own legend or not.Isabel
Allende
88
The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
89
Its in Your Hands!
90
Bill Parcells World/ Brand You World!BLAME
NOBODY!EXPECT NOTHING!DO SOMETHING!NY Post
(9/99)
91
THE IDEA Model F4 Find a Fellow Freak Faraway
92
F2F!/K2K!/1_at_T/R.F!A.Freak to
Freak/ Kook to Kook/ One at a Time/
Ready.Fire!Aim.
93
Joe J. Jones 1942 2003 HE WOULDA DONE
SOME REALLY COOL STUFF BUT HIS BOSS
WOULDNT LET HIM!
94
Educate for a Creative Society
95
My education was a prolonged and concerted
attack on my individuality. Neil Crofts,
Authentic
96
He wasnt one who went along with his peers
SPC Joe Darbys history teacher
97
My wife and I went to a kindergarten
parent-teacher conference and were informed that
our budding refrigerator artist, Christopher,
would be receiving a grade of Unsatisfactory in
art. We were shocked. How could any childlet
alone our childreceive a poor grade in art at
such a young age? His teacher informed us that he
had refused to color within the lines, which was
a state requirement for demonstrating
grade-level motor skills. Jordan Ayan, AHA!
98
How many artists are there in the room? Would
you please raise your hands. FIRST GRADE En
masse the children leapt from their seats, arms
waving. Every child was an artist. SECOND GRADE
About half the kids raised their hands, shoulder
high, no higher. The hands were still. THIRD
GRADE At best, 10 kids out of 30 would raise a
hand, tentatively, self-consciously. By the time
I reached SIXTH GRADE, no more than one or two
kids raised their hands, and then ever so
slightly, betraying a fear of being identified by
the group as a closet artist. The point is
Every school I visited was participating in the
suppression of creative genius.Gordon
MacKenzie, Orbiting the Giant Hairball A
Corporate Fools Guide to Surviving with Grace
99
Education3MStability is dead education must
therefore educate for an unknowable, ambiguous,
changing future thence, learning to learn
change is far more important than mastery of a
static body of facts. Education must
develop in youth the capabilities for engaging
in intense concentrated involvement in an
activity. James Coleman, 1974. Hint It
doesnt. Hint Understatement.
100
Ye gads Thomas Stanley has not only found no
correlation between success in school and an
ability to accumulate wealth, hes actually found
a negative correlation. It seems that
school-related evaluations are poor predictors of
economic success, Stanley concluded. What did
predict success was a willingness to take risks.
Yet the success-failure standards of most schools
penalized risk takers. Most educational systems
reward those who play it safe. As a result, those
who do well in school find it hard to take risks
later on.Richard Farson Ralph Keyes, Whoever
Makes the Most Mistakes Wins
101
Make Dreams Come True!
102
A Sea of Sameness
103
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 Nordström
and Jonas Ridderstråle, Funky Business
104
While everything may be better, it is also
increasingly the same.Paul Goldberger on
retail, The Sameness of Things, The New York
Times
105
Companies have defined so much best practice
that they are now more or less identical.Jesper
Kunde, Unique Now ... or Never
106
This is an essay about what it takes to create
and sell something remarkable. It is a plea for
originality, passion, guts and daring. You cant
be remarkable by following someone else whos
remarkable. One way to figure out a theory is to
look at whats working in the real world and
determine what the successes have in common. But
what could the Four Seasons and Motel 6 possibly
have in common? Or Neiman-Marcus and WalMart? Or
Nokia (bringing out new hardware every 30 days or
so) and Nintendo (marketing the same Game Boy 14
years in a row)? Its like trying to drive
looking in the rearview mirror. The thing that
all these companies have in common is that they
have nothing in common. They are outliers.
Theyre on the fringes. Superfast or superslow.
Very exclusive or very cheap. Extremely big or
extremely small. The reason its so hard to follow
the leader is this The leader is the leader
precisely because he did something remarkable.
And that remarkable thing is now takenso its no
longer remarkable when you decide to do it.
Seth Godin, Fast Company/02.2003
107
From Products and Services to Scintillating
Experiences
108
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
109
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
110
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
111
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
112
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
113
WHAT CAN BROWN DO FOR YOU?
114
The Experience LadderExperiences
ServicesGoods Raw Materials
115
Duet Whirlpool washing machine to fabric
care system white goods a sea of
undifferentiated boxes 400 to 1,300 the
Ferrari of washing machines consumer They
are our little mechanical buddies. They have
personality. When they are running efficiently,
our lives are running efficiently. They are part
of my family. machine as aesthetic showpiece
laundry room to family studio / designer
laundry room (complements Sub-Zero refrigerator
and home-theater center)Source New York Times
Magazine/01.11.2004
116
1997-2001gt600 10 to 18400-600 49 to
32lt400 41 to 50Source Trading Up,
Michael Silverstein Neil Fiske
117
Clients want either the best or the least
expensive there is no in between. John
Dijulius, Secret Service
118
Most executives have no idea how to add value to
a market in the metaphysical world. But that is
what the market will cry out for in the future.
There is no lack of physical products to choose
between.Jesper Kunde, Unique Now ... or Never
on the excellence of Nokia, Nike, Lego, Virgin
et al.
119
Extraction Goods Male dominanceServices
Experiences Female dominance
120
Dream Marketing
121
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
122
The Marketing of Dreams (Dreamketing)Dreamketing
Touching the clients dreams.Dreamketing The
art of telling stories and
entertaining.Dreamketing Promote the dream,
not the product.Dreamketing Build the brand
around the main dream.Dreamketing
Build the buzz, the hype,
the cult.Source Gian Luigi Longinotti-Buitoni
123
(Revised) Experience LadderDreams Come True
Awesome ExperiencesSolutionsServicesGoodsRaw
Materials
124
Safe, On-time and ... We defined personality
as a market niche. We seek to amaze, surprise,
entertain. Herb Kelleher, SWA / LUV
125
Furniture vs. DreamsWe do not sell furniture
at Domain. We sell dreams. This is accomplished
by addressing the half-formed needs in our
customers heads. By uncovering these needs, we,
in essence, fill in the blanks. We convert
needs into dreams. Sales are the inevitable
result. Judy George, Domain Home Fashions
126
The Ritz-Carlton experience enlivens the
senses, instills well-being, and fulfills even
the unexpressed wishes and needs of our guests.
from the Ritz-Carlton Credo
127
The sun is setting on the Information
Societyeven before we have fully adjusted to its
demands as individuals and as companies. We have
lived as hunters and as farmers, we have worked
in factories and now we live in an
information-based society whose icon is the
computer. We stand facing the fifth kind of
society the Dream Society. The Dream Society
is emerging this very instantthe shape of the
future is visible today. Right now is the time
for decisionsbefore the major portion of
consumer purchases are made for emotional,
nonmaterialistic reasons. Future products will
have to appeal to our hearts, not to our heads.
Now is the time to add emotional value to
products and services. Rolf Jensen/The Dream
SocietyHow the Coming Shift from Information to
Imagination Will Transform Your Business
128
In Denmark, eggs from free-range hens have
conquered over 50 percent of the market.
Consumers do not want hens to live their lives in
small, confining cages. They are willing to pay
15 percent to 20 percent more for the story about
animal ethics. This is classic Dream Society
logic. Both kind of eggs are similar in quality,
but consumers prefer eggs with the better story.
After we debated the issue and stockpiled 50
other examples, the conclusion became evident
Stories and tales speak directly to the heart
rather than the brain. After a century where
society was marked by science and rationalism,
the stories and values are returning to the
scene. Rolf Jensen/The Dream Society How the
Coming Shift from Information to Imagination Will
Transform Your Business
129
Six Market Profiles1.
Adventures for Sale2. The Market for
Togetherness, Friendship and Love3. The
Market for Care4. The Who-Am-I Market5. The
Market for Peace of Mind6. The Market for
Convictions Rolf Jensen/The Dream Society
How the Coming Shift from Information to
Imagination Will Transform Your Business
130
The Bedrock Great Design!
131
And Tomorrow Fifteen years ago companies
competed on price. Now its quality. Tomorrow
its design.Robert Hayes
132
All Equal Except At Sony we assume that all
products of our competitors have basically the
same technology, price, performance and features.
Design is the only thing that differentiates one
product from another in the marketplace.Norio
Ohga
133
Design is treated like a religion at
BMW.Fortune
134
We dont have a good language to talk about
this kind of thing. In most peoples
vocabularies, design means veneer. But to me,
nothing could be further from the meaning of
design. Design is the fundamental soul of a
man-made creation.Steve Jobs
135
Design is WHAT WHY I LOVE. LOVE.
136
Design is WHY I GET MAD. MAD.
137
Design is never neutral.
138
Hypothesis DESIGN is the principal difference
between love and hate!
139
THE BASE CASE I am a design fanatic. Though
not artistic, I love cool stuff. But it
goes much further, far beyond the personal.
Design has become a professional obsession. I
SIMPLY BELIEVE THAT DESIGN PER SE IS THE
PRINCIPAL REASON FOR EMOTIONAL ATTACHMENT or
detachment RELATIVE TO A PRODUCT OR SERVICE OR
EXPERIENCE. Design, as I see it, is arguably
the 1 DETERMINANT of whether a
product-service-experience stands out or
doesnt. Furthermore, its another one of those
things that damn few companies put
consistently on the front burner.
140
Message (?????) Men cannot design for womens
needs.
141
Trends Worth Trillion Pursue the BIG 2
Underserved Markets
142
Women!
143
?????????Home Furnishings 94Vacations 92
(Adventure Travel 70/ 55B travel
equipment)Houses 91D.I.Y. (major home
projects) 80Consumer Electronics 51 (66
home computers) Cars 68 (90)All consumer
purchases 83 Bank Account 89Household
investment decisions 67Small business
loans/biz starts 70Health Care 80
144
2/3rds working women/50 working wives gt
5080 checks61 bills53 stock (mutual fund
boom)43 gt 500K95 financial decisions/ 29
single handed
145
5T gt Japan10M/28M/3.6T gt Germany
146
91 women ADVERTISERS DONT UNDERSTAND US.
(58 ANNOYED.)Source Greenfield Online for
Arnolds Womens Insight Team (Martha Barletta,
Marketing to Women)
147
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.
148
Men seem like loose cannons. Men always move
faster through a stores aisles. Men spend less
time looking. They usually dont like asking
where things are. Youll see a man move
impatiently through a store to the section he
wants, pick something up, and then, almost
abruptly hes ready to buy. For a man, ignoring
the price tag is almost a sign of
virility.Paco Underhill, Why We Buy (Buy
this book!)
149
Read This Barbara Allan Peases Why Men Dont
Listen Women Cant Read Maps
150
Resting State 30, 90 A woman knows her
childrens friends, hopes, dreams, romances,
secret fears, what they are thinking, how they
are feeling. Men are vaguely aware of some short
people also living in the house.Barbara
Allan Pease, Why Men Dont Listen Women Cant
Read Maps
151
As a hunter, a man needed vision that would
allow him to zero in on targets in the distance
whereas a woman needed eyes to allow a wide arc
of vision so that she could monitor any predators
sneaking up on the nest. This is why modern men
can find their way effortlessly to a distant pub,
but can never find things in fridges, cupboards
or drawers.Barbara Allan Pease, Why Men
Dont Listen Women Cant Read Maps
152
Female hearing advantage contributes
significantly to what is called womens
intuition and is one of the reasons why a woman
can read between the lines of what people say.
Men, however, shouldnt despair. They are
excellent at imitating animal sounds.Barbara
Allan Pease, Why Men Dont Listen Women Cant
Read Maps
153
SensesVision Men, focused Women,
peripheral.Hearing Womens discomfort level I/2
mens.Smell Women gtgt Men.Touch Most sensitive
man lt Least sensitive women.Source Martha
Barletta, Marketing to Women
154
Editorial/Men Tables, rankings.Editorial/Women
Narratives that cohere.Redwood (UK)
155
Initiate PurchaseMen Study facts
features.Women Ask lots of people for
input.Source Martha Barletta, Marketing to
Women
156
Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
157
EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
158
The Connection Proclivity in women starts
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
159
Women dont buy brands. They join
them.EVEolution
160
Purchasing PatternsWomen Harder to convince
more loyal once convinced.Men Snap decision
fickle.Source Martha Barletta, Marketing to
Women
161
2.6 vs. 21
162
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.
163
Customer is King 4,440Customer is Queen
29Source Steve Farber/Google search/04.2002
164
Ad from Furniture /Today (04.01)MEET WITH THE
EXPERTS! How Retailings Most Successful Stay
that WayPresenting Experts M 16F ??
(94 272)
165
0
166
And even if they manage to get the age thing
right, Marti Barletta says companies still tend
to screw up in fairly predictable ways when they
add women to the equation. Too often, their first
impulse is to paint the brand pink, lavishing
their ads with flowers and bows, or, conversely,
pandering with images of women warriors and other
cheesy clichés. In other cases they use language
intended to be empathetic that come across
instead as borderline offensive. One bank took
out an ad saying, We recognize womens special
needs, says Barletta. No offense, but doesnt
that sound like the Special Olympics? Fast
Company/03.04
167
Boomers Geezers
168
Subject Marketers StupidityIts 18-44,
stupid!
169
Subject Marketers StupidityOr is it 18-44
is stupid, stupid!
170
2000-2010 Stats18-44 -155 21(55-64
47)
171
44-65 New Consumer Majority 45 larger
than 18-43 60 larger by 2010Source Ageless
Marketing, David Wolfe Robert Snyder
172
The New Consumer 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
173
Baby-boomer Women The Sweetest of Sweet Spots
for Marketers David Wolfe and Robert Snyder,
Ageless Marketing
174
Sixty Is the New Thirty Cover/AARP/11.03
175
507T wealth (70)/2T annual income50 all
discretionary spending79 own homes/40M credit
card users41 new cars/48 luxury cars610B
healthcare spending/74 prescription drugs5
of advertising targetsKen Dychtwald, Age
Power How the 21st Century Will Be Ruled by the
New Old
176
Households headed by someone 40 or older enjoy
91 (9.7T) of our populations net worth. The
mature market is the dominant market in the U.S.
economy, making the majority of expenditures in
virtually every category. Carol Morgan Doran
Levy, Marketing to the Mindset of Boomers and
Their Elders
177
Focused on assessing the marketplace based on
lifetime value (LTV), marketers may dismiss the
mature market as headed to its grave. The reality
is that at 60 a person in the U.S. may enjoy 20
or 30 years of life. Carol Morgan Doran Levy,
Marketing to the Mindset of Boomers and Their
Elders
178
Women 65 and older spent 14.7 billion on
apparel in 1999, almost as much as that spent by
25- to 34-year-olds. While spending by the older
women increased by 12 from the previous year,
that of the younger group increased by only 0.1.
But who in the fashion industry is currently
pursuing this market? Carol Morgan Doran
Levy, Marketing to the Mindset of Boomers and
Their Elders
179
Marketers attempts at reaching those over 50
have been miserably unsuccessful. No markets
motivations and needs are so poorly
understood.Peter Francese, founding publisher,
American Demographics
180
Possession Experiences /Desires for
things/Young adulthood/to 38Catered
Experiences/ Desires to be served by
others/Middle adulthoodBeing
Experiences/Desires for trancending
experiences/Late adulthoodSource David Wolfe
and Robert Snyder/Ageless Marketing
181
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
182
No Target MarketingYes Target Innovation
Target Delivery Systems
183
The baby-boom generation is the first wellness
generation. Paul Zane Pilzer/The Wellness
Revolution The Next Trillion Dollar Industry
184
Wellness Currently 200B, 1T by 2013
(Source Paul Zane Pilzer, The Wellness
Revolution The Next Trillion Dollar Industry)
185
Brand It!
186
The Heart of Branding
187
WHO ARE WE?
188
WHATS OUR STORY?
189
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 purchasing 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
190
Apple opposes, IBM solves, Nike exhorts, Virgin
enlightens, Sony dreams, Benetton protests.
Brands are not nouns but verbs.Source
Jean-Marie Dru, Disruption
191
EXACTLY HOW ARE WE DRAMATICALLY DIFFERENT?
192
If you are not one of the major players, you
have to take a position that is contrary to the
global trend.We have to ask ourselves How
can we be different? We have to find out what we
can be best in the world at.Source IBM
Business Consulting Services/The Global CEO
Study 2004
193
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
194
A great company is defined by the fact that it
is not compared to its peers.Phil Purcell,
Morgan Stanley
195
Brand You Must Care!Success means never
letting the competition define you. Instead you
have to define yourself based on a point of view
you care deeply about. Tom Chappell, Toms of
Maine
196
Rules of Radical MarketingLove Respect Your
Customers!Hire only Passionate
Missionaries!Create a Community of
Customers!Celebrate Craziness!Be insanely True
to the Brand!Sam Hill Glenn Rifkin, Radical
Marketing (e.g., Harley, Virgin, The Dead, HBS,
NBA)
197
Message Is Not gtgt Is
198
Branding Is-Is Not TableTNT is not
TNT is TNT is notJuvenile
Contemporary Old-fashionedMindless
Meaningful ElitistPredictable
Suspenseful DullFrivolous
Exciting SlowSuperficial
Powerful Self-important
199
The Vision Thing
200
G.H. Create a cause, not a business.
201
I never, ever thought of myself as a
businessman. I was interested in creating things
I would be proud of. Richard Branson
202
Vision is a love affair with an idea.Boyd
Clarke Ron Crossland, The Leaders Voice
203
Management has a lot to do with answers.
Leadership is a function of questions. And the
first question for a leader always is Who do we
intend to be? Not What are we going to do? but
Who do we intend to be? Max De Pree, Herman
Miller
204
A key perhaps the key to leadership is
the effective communication of a story.Howard
Gardner Leading Minds An Anatomy of Leadership
205
Leaders dont just make products and make
decisions. Leaders make meaning. John Seely
Brown
206
Leadership is the PROCESS of ENGAGING PEOPLE in
CREATING a LEGACY of EXCELLENCE.
207
Leaders Are Dealers in Hope
208
A leader is a dealer in hope.Napoleon
(TPs writing room pics)
209
USNWR/What traits do successful activists
share?Studs Terkel, age 91 They have hope,
and they imbue others with hope.
210
BZ I am a Dispenser of Enthusiasm!
211
Hackneyed but none the less true LEADERS SEE
CUPS AS HALF FULL.
212
Half-full Cups Ronald Reagan radiated an
almost transcendent happiness.Lou Cannon,
George (08.2000)
213
Im not sure about his politics, but thats not
what made him great. He inspired people. He made
us all feel better about ourselves. bystander,
California, during RR funeral
214
You Must Care!
215

• 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

216
Amen!What creates trust, in the end, is the
leaders manifest respect for the followers.
Jim OToole, Leading Change
217
I didnt have a mission statement at Burger
King. I had a dream. Very simple. It was
something like, Burger King is 250,000 people,
every one of whom gives a shit. Every one.
Accounting. Systems. Not just the drive through.
Everyone is in the brand. Thats what were
talking about, nothing less. Barry Gibbons
218
The deepest human need is the need to be
appreciated.William James
219
The two most powerful things in existence a
kind word and a thoughtful gesture.Ken
Langone, CEO, Invemed Associates from Ronna
Lichtenberg, Its Not Business, Its Personal
220
We look for ...... listening, caring,
smiling, saying Thank you, being warm.
Colleen Barrett, President, Southwest Airlines
221
Soft Is Hard- ISOE
222
Message Leadership is all about love! Passion,
Enthusiasms, Appetite for Life, Engagement,
Commitment, Great Causes Determination to Make
a Damn Difference, Shared Adventures, Bizarre
Failures, Growth, Insatiable Appetite for
Change. Otherwise, why bother? Just read
Dilbert. TPs final words CYNICISM SUCKS.
223
Ph.D. in leadership. Short course Make a short
list of all things done to you that you abhorred.
Dont do them to others. Ever. Make another list
of things done to you that you loved. Do them to
others. Always. Dee Hock
224
Technicolor
225
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
226
No Wiggle Room! Incrementalism is innovations
worst enemy. Nicholas Negroponte
227
Its no longer enough to be a change agent.
You must be a change insurgentprovoking,
prodding, warning everyone in sight that
complacency is death. Bob Reich
228
You cant behave in a calm, rational manner.
Youve got to be out there on the lunatic
fringe. Jack Welch
229
In Toms world, its always better to try a
swan dive and deliver a colossal belly flop than
to step timidly off the board while holding your
nose. Fast Company /October2003
230
The Re-imagineers Credo or, Pity the Poor
BrownTechnicolor Times demand Technicolor
Leaders and Boards who recruit Technicolor
People who are sent on Technicolor Quests to
execute Technicolor (WOW!) Projects in
partnership with Technicolor Customers and
Technicolor Suppliers all of whom are in
pursuit of Technicolor Goals and Aspirations
fit for Technicolor Times.WSC
231
T. J. Peters 1942 2--- HE WOULDA DONE
SOME REALLY COOL STUFF BUT HIS BOSS
WOULDNT LET HIM!
232
T. J. Peters 1942 2--- HE WAS A PLAYER!
233
Successful Businesses Dozen Truths TPs
30-Year Perspective1. Insanely Great Quirky
Talent.2. Disrespect for Tradition.3. Totally
Passionate (to the Point of Irrationality) Belief
in What We Are Here to Do.4. Utter
Disbelief at the Bullshit that Marks Normal
Industry Behavior.5. A Maniacal Bias for
Execution and Utter Contempt for Those Who
Dont Get It.6. Speed Demons.7. Up or Out.
(Meritocracy Is Thy Name. Sycophancy Is Thy
Scourge.)8. Passionate Hatred of Bureaucracy.9.
Willingness to Lead the Customer and Take the
Heat Associated Therewith. (Mantra Satan
Invented Focus Groups to Derail True
Believers.)10. Reward Excellent Failures.
Punish Mediocre Successes. 11. Courage to Stand
Alone on Ones Record of Accomplishment
Against All the Forces of Conventional
Wisdom.12. A Crystal Clear Understanding of
Brand Power.
234
Sir Richards RulesFollow your
passions.Keep it simple.Get the best people
to help you.Re-create yourself.Play.Source
Fortune/10.03
235
Kevin Roberts Credo1. Ready. Fire! Aim.2. If
it aint broke ... Break it!3. Hire crazies.4.
Ask dumb questions.5. Pursue failure.6. Lead,
follow ... or get out of the way!7. Spread
confusion.8. Ditch your office.9. Read odd
stuff.10. Avoid moderation!
236
Have you changed civilization today?Source HP
banner ad
237
the wildest chimera of a moonstruck mind The
Federalist on Jeffersons Louisiana Purchase
238
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. Émile Zola
239
HTSH
240
HTSH Engage!Commit! Engage! Try! Fail! Get up!
Try again! Fail again! Try again! But never, ever
stop moving on! Progress for humanity is
engendered by those who join and savor the fray
by giving one hundred percent of themselves to
their dreams! Not by those timid souls who remain
glued to the sidelines, stifled by tradition, and
fearful of losing face or giving offense to the
reigning authorities.Key words Commit! Engage!
Try! Fail! Persist!
241
HTSH You Must CareMake the time each day to
offer an expression of appreciation to just one
of your fellow human beings. It is the
accumulation of such small kindnesses and acts
of recognition that add up to a life worth
having been lived. In short you must care. You
must wear your passion and compassion on your
sleeve, and attend assiduously to the moment. It
will not come round again.Key word Care
242
You must be the change you wish to see in the
world.Gandhi
243
Life is not a journey to the grave with the
intention of arriving safely in a pretty and
well-preserved bodybut rather a skid in
broadside, thoroughly used up, totally worn out,
and loudly proclaiming, Wow, what a ride!
anon.