Delphi e.Business Summit2000 San Diego 9 May 2000

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Delphie.Business Summit2000San Diego9 May 2000
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Defeated Before The Starters Gun!Track 4
Managing Organization Change (Helping Tired and
Overworked Professionals with Todays Workplace
Realities)
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You are the Rock Stars of the B2B Age!
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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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It means nothing less than the total reinvention
of this company.
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Jacques New New FordFord MSN CarPointFord
Yahoo!Ford OracleFord HP/MCIWorldcomEtc.Et
c.
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We are in a brawl with no rules.Paul Allaire
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S.A.V.
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Forces _at_ WorkThe Destruction Imperative!
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Forget gt LearnThe problem is never
how to get new, innovative thoughts into your
mind, but how to get old ones out.
Dee Hock
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Acquisitions are about buying market share. Our
challenge is to create markets. There is a big
difference. Peter Job, CEO, Reuters
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Our ideal acquisition is a small startup that
has a great technology product on the drawing
board that is going to come out in six to twelve
months. We buy the engineers and the next
generation product.
John Chambers, Cisco
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R DIntels venture fund 275 investments,
3.5BSource Fast Company (12-99)
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Net World!Act now. Analyze later.Avram
Miller
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With the arrival of the Internet, corporate
control has completely disappeared. Business
today is about all kinds of companies
participating to make something happen. Nobody
knows any more what the products will do and what
the markets will be. Markets define themselves.
You have to be able to react to them
organically.Control is an illusion. I dont
think that it ever existed, but now even the
illusion is gone.Avram Miller
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Steve Ross had a wonderful philosophy People
get fired for not making mistakes.Bob Pittman
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Brand InsideBrand Org!
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108 X 5vs. 8 X 1 540 vs. 8
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And Now the Equivalent White Collar
Revolution!
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The Pincer 5Destructive entrepreneurs/ Global
CompetitionWhite Collar RobotsTHE INTERNET!
E.g. GM Ford DaimlerChryslerGlobal
Outsourcing E.g. India, MexicoSpeed!!
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Assetless CompanyJ.B.
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RR on Sara LeeThe most profitable businesses
in the future will act as knowledge brokers,
linking insights into whats available with
insights into the customers individual needs and
preferences.
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The -!! in the middleJim Clark on
Healtheon/WebMD twixt docs, patients,
insurers and providers 275B of 400B in waste
source Michael Lewis, The New New Thing
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We want to be the air traffic controllers of
electrons.Bob Nardelli, GE Power Systems
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So does Enron!et al.
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Buzzsaw.comBuilders, Owners, Architects,
Contractors, Suppliers3T industry5,300
commercial bldg. projects specs on-line 70 per
day
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And e-Builder et al.
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These are L.A.D.T.I.R.S.Life-and-death-to
tal-industry-reinvention-struggles
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Brand InsideBrand Work!
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Why are there no books on how to create a Cool,
Rocking, WOW-producing Finance Department?
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PSF 1.0 Department Head to Managing
Partner, HR IS, etc. Inc.
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support function / cost center /
bureaucratic dragor Rock Stars of the
Age of Talent
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I.e. Welcome to the Y2K New Orleans Jazz and
Real Cool Purchasing Dudes Festival!
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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But Does It Matter ????On time, on budget
who cares? anon. seminar participant (4/99)
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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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Measures

• WOW!
• Beauty!
• Raving Fans!
• Impact!

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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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Brand InsideBrand 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 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

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Bill Parcels World/ Brand You World!BLAME
NOBODY!EXPECT NOTHING!DO SOMETHING!NY Post
(9/99)
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Brand InsideBrand Talent!
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Issue Y2KThe Great War for Talent!
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There is no talent shortage if you are
a GPTWGreat Place To Work
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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 NAESP
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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 gt Permission
• Bone honest!
• Flawed as the dickens!
• In touch with their followers aspirations
• Damn good at what they do!

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He grew his hair long, played guitar in a rock
band, chased girls, got into trouble. At age 17
he was flogged by his house master, who described
him as the most difficult boy Ive ever had to
deal with.
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Solution?Ritalin a chemical virtually
identical to cocaine/Reason magazineOr
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Elect Him Prime MinisterTony Blairtalk/May
2000
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Brand OutsideContextNo Commodities!
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The surplus society has a surplus of similar
companies, employing similar people, with similar
educational backgrounds, working in similar jobs,
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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We make over three new product announcements a
day. Can you remember them? Our customers
cant!Carly Fiorina
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The 10X/10X Phenomenon10 Times Better/10
Times Less Different
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When we did it right it was still pretty
ordinary.Barry Gibbons on Nightmare No. 1
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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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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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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 2Use E-Commerce to
Re-invent the Business!
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In the network economy, the Website becomes the
companys primary interface to the customer. The
user interface becomes the marketing materials,
store front, store interior, sales staff and
post-sales support all rolled into one.Jakob
Nielsen, Designing Web Usability
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Tomorrow Today Cisco!7B of 10BSave 500M
(service and tech support)C.Sat e gtgt C.Sat
HCustomer Engineer Chat Rooms (1B?)
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Cherry PickingVertical MarketsPlasticsnet.com
370B sellers pay 5K to 8K for storefront
5 to 10 cut Hook community services
(database, catalogs, forums, industry job bank,
etc.)
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The Motley Fool Secret?Strangers helping
strangersFools Logic, IW
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Message COMMUNITY!/ COMMUNITY SERVICES!
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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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Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
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B2B the enormity emerges!
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GM/Ford/DaimlerChrysler (02-27)Auto parts
supply Co.240B (500B)I.P.O.
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Goal?Drive profits to zero!Remember AMR
and dynamic pricing.
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Paradox!?Community Services/V.A.Waste
Extraction
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Where does the Internet rank in priority? Its
No. 1, 2, 3, and 4. Jack Welch

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• if they set up a completely independent
  organization and let that organization attack the
  parent.
• Clayton Christensen, The
  Innovators Dilemma

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Even if executives of established businesses
grasp the impact of new technologies they still
face a massive competitive disadvantage precisely
because they are incumbents. They do complex
financial calculations and get bogged down in
internal political debates. Insurgents have no
such inhibitions. Philip Evans Thomas
Wurster, Blown to Bits
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There are 2 Kinds of Defensevs.Offense
Fend off upstarts.Reinvent our marketspace!
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Web Strategy GE Power SystemsLaunch and
Learn(4 sites in 30 days)
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He who has the quickest O.O.D.A. Loops
wins!Observe. Orient. Decide. Act. / Col.
John Boyd
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Jargon Bath!Bureaucracy free Systemically
integrated Internet intense Knowledge based
Time and location free Instantly responsive
Customer centric Mass customization enabled.
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Translation Bureaucracy free Flat org, no
B.S.Systemically integrated Whole supply chain
tightly wired/ friction freeInternet intense
Do it all via the WebKnowledge based Open
accessTime and location free Whenever,
whereverInstantly responsive Speed
demonsCustomer centric Customer calls the
shotsMass customization enabled Every product
and service rapidly tailored to client
requirements
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Encompassing albeit fluid Vision
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The e-conomy is one of re-intermediation, where
new technologies make it possible to radically
increase complexity and efficiency with the
introduction of new marketplaces. In these
markets, value chains constantly reorganize as
the demands of the consumer and business
change.Thomas Koulopoulos, Delphi Group
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Brand OutsideStrategy 3Design Rules!
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Design as SoulWe 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
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Aesthetic sensibility.
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Grace.
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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 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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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
Theatre Every Business a Stage
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Think B2B-ing
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Brand OutsideBRAND POWER!
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Brand It! Now, More Than Ever!The increasing
difficulty in differentiating between products
and the speed with which competitors take up
innovations will assist in the rise and rise of
the brand.Gillian Law and Nick Grant,
Management New Zealand
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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
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The Network is the Brand!You are in the
Brand Building business!
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Brand LeadershipPassion Rules!
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Brand Leadership!A key perhaps the key to
leadership is the effective communication of a
story.Howard Gardner Leading Minds An
Anatomy of Leadership
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Brand LeadershipENTHUSIASM RULES!I am a
dispenser of enthusiasm./ Ben Zander
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Message You are Re-invention Evangelists!
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Ann Richards DogmaShow up!Know your
message!PUT YOURSELF AT RISK EVERY DAY!
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Id rather regret the things I have done than
the things I have not.Lucille Ball