Tom Peters

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Tom Peters Re-Imagine2006!Business
Excellence in a Disruptive AgeAetna
National Accounts 2006 Consultants Forum/Laguna
Niguel/01March2006
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Tom Peters Re-imagine!Toward
Health(care) Excellence!
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JanuaryFebruaryDukeApril...
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Tom Peters Re-imagine!Toward Health(care)
Excellence!Aetna National Accounts 2006
Consultants Forum/Laguna Niguel/01Duke2006/Part
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Re-imagine! Not Your Fathers World I.
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THREE BILLION NEW CAPITALISTS Clyde Prestowitz
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26m
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43h
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THE CUSTOMER IS GOD AND THE MARKET DECIDES
EVERYTHINGSource Banner, Hua Xin Dress Co,
Ltd., Rongcheng Industry Zone
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Re-imagine! Not Your Fathers World II.
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There is no job that is Americas God-given
right anymore. Carly Fiorina/HP/January2004
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Income Confers No Immunity as Jobs Migrate
Headline/USA Today/02.2004
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No Limits?Short on Priests, U.S. Catholics
Outsource Prayer to Indian Clergy Headline,
New York Times/06.13.04 (Special intentions,
.90 for Indians, 5.00 for Americans)
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In a global economy, the government cannot give
anybody a guaranteed success story, but you can
give people the tools to make the most of their
own lives. WJC, from Philip Bobbitt, The Shield
of Achilles War, Peace, and the Course of History
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The Generals Story. (And Harrys) (And Darwins)
(And James Yorkes) (And the Admirals.)
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If you dont like change, youre going to
like irrelevance even less. General Eric
Shinseki, Chief of Staff. U. S. Army
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It is not the strongest of the species that
survives, nor the most intelligent, but the one
most responsive to change. Charles Darwin
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Nelsons secret Other admirals more
frightened of losing than anxious to win
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My Story. (And Charles.)
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Point of View!/Point of Dramatic Difference!
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1. Re-imagine Permanence The Naked Emperor
Problem!
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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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I am often asked by would-be entrepreneurs
seeking escape from life within huge corporate
structures, How do I build a small firm for
myself? The answer seems obvious Buy a very
large one and just wait. Paul Ormerod, Why
Most Things Fail Evolution, Extinction and
Economics
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4/40
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De-cent-ral-iz-a-tion!
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Ex-e-cu-tion!
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Ac-count-a-bil-ity!
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615A.M.
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2. Re-imagine Innovate or Die!
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No Option!
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Innovateor Die!!
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Brilliant!
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A focus on cost-cutting and efficiency has
helped many organizations weather the downturn,
but this approach will ultimately render them
obsolete. Only the constant pursuit of innovation
can ensure long-term success. Daniel Muzyka,
Dean, Sauder School of Business, Univ of British
Columbia (FT/2004)
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Under his former boss, Jack Welch, the skills GE
prized above all others were cost-cutting,
efficiency and deal-making. What mattered was the
continual improvement of operations, and that
mindset helped the 152 billion industrial and
finance behemoth become a marvel of earnings
consistency. Immelt hasnt turned his back on the
old ways. But in his GE, the new imperatives are
risk-taking, sophisticated marketing and, above
all, innovation. BW/2005
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Different!Dramatic Difference (DH),
Remarkable Point of view (SG)
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Franchise Lost! TP How many of you 600
really crave a new Chevy?NYC/IIR/061205
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This is not a mature category.
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This is an undistinguished category.
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My (Less) Dinner with HenriJUSTWHATIZZITUMAKE?
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???????????Millionaires/Deci-millionaires talk
about shareholder value.Billionaires talk
about product.BigCo CEOsGates, Ellison,
Jobs, Smith, Branson, Buffett, Walton, Schultz,
Murthy
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To grow, companies need to break out of a
vicious cycle of competitive benchmarking and
imitation. W. Chan Kim Renée Mauborgne,
Think for Yourself Stop Copying a Rival,
Financial Times/2003
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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
Nordström and Jonas Ridderstråle, Funky Business
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Get better vs Get different
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SummaryWallopWalMart16Or Why its so
unbelievably easy to beat a GIANT Company
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The Small Guys Guide Wallop
WalMart16 Niche-aimed. (Never, ever all
things for all people, a mini-WalMart.) Never
attack the monsters head on! (Instead steal niche
business and lukewarm customers.) Dramatically
Different (La Difference ... within our
community, our industry regionally, etc is as
obvious as the end of ones nose!) (THIS IS WHERE
MOST MIDGETS COME UP SHORT.) Compete on
value/experience/intimacy, not price. (You aint
gonna beat the behemoths on cost-price in 9.99
out of 10 cases.) Emotional bond with Clients,
Vendors. (BEAT THE BIGGIES ON EMOTION/CONNECTION!!
)
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The Small Guys Guide Wallop
WalMart16 Hands-on, emotional leadership.
(We are a great cool intimate joyful
dramatically different team working to transform
our Clients lives via Consistently Incredible
Experiences!) A community star! (Sell
local-ness per se. Sell the hell out of it!) An
incredible experience, from the first to last
momentand then in the follow-up! (These guys
are cool! They get me! They love me!) DESIGN
DRIVEN! (Design is a premier weapon-in-pursuit-o
f-the sublime for small-ish enterprises,
including the professional services.)
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The Small Guys Guide Wallop
WalMart16 Employer of choice. (A very cool,
well-paid place to work/learning and growth
experience in at least the short term marked by
notably progressive policies.) (THIS IS EMINENTLY
DO-ABLE!!) Sophisticated use of information
technology. (Small-ish is no excuse for small
aims/execution in IS/IT!) Web-power! (The Web
can make very small very big if the
product-service is super-cool and one
purposefully masters buzz/viral
marketing.) Innovative! (Must keep renewing and
expanding and revising and re-imagining the
promise to employees, the customer, the
community.)
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The Small Guys Guide Wallop
WalMart16 Brand-Lovemark (Kevin Roberts)
Maniacs! (Branding is not just for big folks
with big budgets. And modest size is actually a
Big Advantage in becoming a local-regional-niche
lovemark.) Focus on women-as-clients. (Most
dont. How stupid.) Excellence! (A small player
per me has no right or reason to exist unless
they are in Relentless Pursuit of Excellence. One
earns the rightone damn day and client
experience at a time!to beat the Big Guys in
your chosen niche!)
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Easy!
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FLASH! Innovation is easy!
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Innovations 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
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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
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How do dominant companies lose their position?
Two-thirds of the time, they pick the wrong
competitor to worry about. Don Listwin, CEO,
Openwave Systems/WSJ/06.01.2004 (commenting on
Nokia)
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Dont benchmark, futuremark! Impetus The
future is already here its just not evenly
distributed William Gibson
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Employees Are there enough weird people in the
lab these days?V. Chmn., pharmaceutical house,
to a lab director
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We become who we hang out with!
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Measure Strangeness/Portfolio
QualityStaffConsultantsVendorsOut-sourcing
Partners (, Quality)Innovation Alliance
PartnersCustomersCompetitors (who we
benchmark against) Strategic Initiatives
Product Portfolio (LineEx v. Leap)IS/IT
ProjectsHQ LocationLunch MatesLanguageBoard
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Bold!
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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
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CI/6S/Etc ConcernsOlivesDeck ChairsCow Paths
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On a Scale of 1 to 10My main activity is a
Deck-Chair Shuffling, Cow-Path Paving, Olive-
Reducing Project (DCSP, CPPP, ORP) ____ 1 No
way! 10 Fraid so.
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Beware of the tyranny of making Small Changes
to Small Things. Rather, make Big Changes to Big
Things. Roger Enrico, former Chairman,
PepsiCo
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Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
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Action!
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Execution is the job of the business leader.
Larry Bossidy Ram Charan/ Execution The
Discipline of Getting Things Done
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Execution is a systematic process of
rigorously discussing hows and whats,
tenaciously following through, and ensuring
accountability. Larry Bossidy Ram Charan/
Execution The Discipline of Getting Things Done
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P M G
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Measurable!
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Innovation Index How many of your Top 5
Strategic Initiatives/Key Projects score 8 or
higher (out of 10) on a Weirdness/
Profundity/ Wow/ Gasp-worthy/
Game-changer Scale?
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Personal!
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Step 1 Buy a Mirror!
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The First step in a dramatic organizational
change program is obviousdramatic personal
change! RG
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3. Re-imagine Organizing I IS/IT as Disruptive
Tool!
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We all live in Dell-WalMart-eBay-Google World!
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UPS used to be a trucking company with
technology. Now its a technology company with
trucks. Forbes
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Our entire facility is digital. No paper, no
film, no medical records. Nothing. And its all
integratedfrom the lab to X-ray to records to
physician order entry. Patients dont have to
wait for anything. The information from the
physicians office is in registration and vice
versa. The referring physician is immediately
sent an email telling him his patient has shown
up. Its wireless in-house. We have 800
notebook computers that are wireless. Physicians
can walk around with a computer thats
pre-programmed. If the physician wants, well go
out and wire their house so they can sit on the
couch and connect to the network. They can review
a chart from 100 miles away. David Veillette,
CEO, Indiana Heart Hospital (HealthLeaders/12.2002
)
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Ebusiness is about rebuilding the organization
from the ground up. Most companies today are not
built to exploit the Internet. Their business
processes, their approvals, their hierarchies,
the number of people they employ all of that is
wrong for running an ebusiness. Ray Lane,
Kleiner Perkins
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Power Tools for Power Solutions/ Strategies!
TP
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Sysco!
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Go for the BoldBold/Aggressive/
Bold/GameChanger Bold/Creative
Destruction Bold/Cool Supplier Portfolio
Bold/Web Fanaticism
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5 F500 have CIO on Board While some of the
worlds most admired companiesTesco, WalMart
are transforming the business landscape by
including technology experts on their boards, the
vast majority are missing out on ways to boost
productivity, competitiveness and shareholder
value.Source Burson-Marsteller
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4. Re-imagine Organizing II What Organization?
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Organizations will still be critically important
in the world, but as organizers, not
employers! Charles Handy
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TP In Nagano Revenue 10BFTE 1Maybe
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Not out sourcingNot off shoringNot near
shoringNot in sourcingbut Best Sourcing
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global innovation networks vs research in
large monolithic companies Source George
Colony/Forrester Research
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In the 21st century well see a rise of
invention companies earning licensing fees.
Nathan Myhrvold, Forbes, 11.05
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5. Re-imagine Organizing III Welcome to a
Brand You World Distinct or Extinct
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One of the defining characteristics of the
change is that it will be less driven by
countries or corporations and more driven by real
people. It will unleash unprecedented creativity,
advancement of knowledge, and economic
development. But at the same time, it will tend
to undermine safety net systems and penalize the
unskilled. Clyde Prestowitz, Three Billion New
Capitalists
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R.D.A.Rate 15?, 25?Therefore Formal
Investment Strategy/R.I.P.Renewal
Investment Plan
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Have you invested as much this year in your
career as in your car?Source Molly Sargent
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New Work
SurvivalKit2006 1. Mastery!
(Best/Absurdly Good at Something!)2. Manage to
Legacy (All Work Memorable/Braggable
WOW Projects!) 3. A USP/Unique
Selling Proposition (R.POV8 Remarkable Point
of View captured in 8 or less words)
4. Rolodex Obsession (From vertical/hierarchy/su
ck up loyalty to horizontal/colleague
/mate loyalty)5. Entrepreneurial Instinct (A
sleepless Eye for Opportunity!
E.g. Small Opp for Independent Action beats
faceless part of Monster Project)6.
CEO/Leader/Businessperson/Closer (CEO, Me Inc.
Period! 24/7!)7. Mistress of Improv (Play a
dozen parts simultaneously, from Chief
Strategist to Chief Toilet Scrubber)8. Sense of
Humor (A willingness to Screw Up Move On)
9. Comfortable with Your Skin (Bring
interesting you to work!) 10. Intense
Appetite for Technology (E.g. How Cool-Active is
your Web site? Do you Blog?)
11. Embrace Marketing (Your own CSO/Chief
Storytelling Officer) 12. Passion for
Renewal (Your own CLO/Chief Learning Officer)
13. Execution Excellence! (Show up on time!
Leave last!)
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Distinct or Extinct
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Its always showtime. David DAlessandro,
Career Warfare
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100 WAYS TO SUCCEED 35 Lovemark or Bust! (1)
Enjoy your the Holiday Season! (2) Between now
and 1JAN2005, invent 10 actions, solo or with
pals, to Launch Your Lovemark Journey2005. (3)
Focus directlyArchitect or Lawyer or Realtoron
the following KRWs/Kevin Roberts Words Mystery
Magic Sensuality Enchantment Intimacy
Exploration. (3A) The words in 3 above Do Apply
to You! (4) Develop a No Bull Action Schedule
that includes 2 Hard First Steps by 10JAN05, 5
Hard First Steps by 01FEB05. (5) Report back to
this Website, tompeters.com. Pronunciamento I
HEREBY DESIGNATE, IN ACCORDANCE WITH THE POWERS
GRANTED TO ME (the Inalienable Right To Blog)
THAT 2005 IS PROCLAIMED AS THE YEAR OF THE
PROFESSIONAL SERVICE LOVEMARK. Welcome
aboard! Source TPBlog/12.17.2004
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6. Re-imagine Organizing IV The Talent Obsession.
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The Creative Age is a wide-open game.
Richard Florida, The Rise of the Creative Class
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Brand Talent.
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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
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Our MissionTo develop and manage talentto
apply that talent,throughout the world, for the
benefit of clientsto do so in partnership to
do so with profit.WPP
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7. Re-imagine Organizing V The Power of We
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THE POWER OF US Mass Collaboration on THE
INTERNET Is Shaking Up Business
Cover/BusinessWeek/06.20.05
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The fluidity of information will bring about a
radically democratized society where consumers
enjoy unprecedented power. Fast Company/10th
anniversary issue/March2006
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Globalization1.0 Countries globalizing
(1492-1800)Globalization2.0 Companies
globalizing (1800-2000)Globalization3.0 (2000)
Individuals collaborating competing
globallySource Tom Friedman/The World Is Flat
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The nearly 1 billion people online
worldwidealong with their shared knowledge,
social contacts, online reputations, computing
power, and moreare rapidly becoming a collective
force of unprecedented power. For the first time
in human history, mass cooperation across time
and space is suddenly economical. BW/06.20.05
107
Theres a fundamental shift in power happening.
Everywhere, people are getting together and,
using the Internet, disrupting whatever
activities theyre involved in. Pierre
Omidyar, founder, eBay
108
The architecture of participationTim
OReilly/Tech-book publisher
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Blogging made my year! TPPortal!Conversatio
ns!Collaboration!New value!
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8. Re-imagine Organizing VI The White-Collar
Tsunami and the Professional Service Firm (PSF)
Imperative.
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Re-imagineUp, Up, Up, Up the Value-added
Ladder.
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Disintermediation is overrated. Those who
fear disintermediation should in fact be afraid
of irrelevancedisintermediation is just another
way of saying that youve become irrelevant to
your customers. John Battelle/Point/Advertisin
g Age/07.05
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AnswerPSF
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The PSF35 Thirty-Five Professional Service
Firm Marks of Excellence
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The PSF35 The Work The
Legacy1. CRYSTAL CLEAR POINT OF VIEW (Every
Practice Group If you cant explain your
position in eight words or less, you dont
have a positionSeth Godin)2. DRAMATIC
DIFFERENCE (We are the only ones who do what
we doJerry Garcia)3. Stretch Is Routine
(Never bite off less than you can
chewanon.)4. Eye-Appetite for Game-changer
Projects (Excellence at Assembling Best
TeamFast) 5. Playful Clients (Adventurous
folks who unfailingly Aim to Change the
World)6. Small Uneconomic Clients with Big
Aims 7. Life Is Too Short to Work with Jerks
(Fire lousy clients)8. OBSESSED WITH LEGACY
(Practice Group and Individual Dent the
UniverseSteve Jobs)9. Fire-on-the-spot Anyone
Who Says, Law/Architecture/Consulting/
I-banking/ Accounting/PR/Etc. has become a
commodity 10. Consistent with 9 above DO
NOT SHY AWAY FROM THE WORD (IDEA)
RADICAL
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Best is not good enough!
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?????Do good (excellent?!) workMake a lot of
money
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Point of View!
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Gasp-worthy!
120
The PSF35 The Client
Experience11. Always team with client full
partners in achieving memorable results
(Wanted Chimeras of Moonstruck
Minds!)12. We will seek assistance Anywhere to
assemble the Best-in- Planet Team for the
Project13. Client Team Members routinely declare
that working with us was the Peak
Experience of my Career14. The jobs not done
until implementation is 100.00 complete
(Those who dont get it must go)15.
IMPLEMENTATION IS NOT COMPLETE UNTIL THE CLIENT
HAS EXPERIENCED CULTURE CHANGE16.
IMPLEMENTATION IS NOT COMPLETE UNTIL SIGNIFICANT
TECHNOLOGY TRANSFER HAS TAKEN PLACE-ROOT
(Teach a man to fish )17. The Final
Exam DID WE MAKE A DRAMATIC, LASTING,
GAME-CHANGING DIFFERENCE?
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The business of selling is not just about
matching viable solutions to the customers that
require them. Its equally about managing the
change process the customer will need to go
through to implement the solution and achieve the
value promised by the solution. (E.g. CRM
failure rate/Gartner 70) Jeff Thull, The
Prime Solution Close the Value Gap, Increase
Margins, and Win the Complex Sale
122
The PSF35 The People The
Leadership18. TALENT FANATICS (Best-Coolest
place to work) (PERIOD)19. EYE FOR THE PECULIAR
(Hiring Go beyond same old, same old)
20. Early Opportunities (vs. Wait your turn)
21. Up or Out (Based on Legacy/Mentoring as
much as Billings/Rainmaking)22. Slide
the Old Aside/Make Room for Youth (Find oldsters
new roles?)23. TALENT IS OBSESSED WITH
RENEWAL FROM DAY 1 TO DAY R R
Retirement24. Office/Practice Leaders Evaluated
Primarily on Mentoring-Team Building
Skills 25. A PROPRIETARY TALENT DEVELOPMENT
PROCESS (GE) 26. Team Leadership Skills Valued
Early27. Partner with B.I.W. Best In World
Outsiders as Needed and to Infuse Different
Views
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The PSF35 The Firm The
Brand28. EAT-SLEEP-BREATHE-OOZE INTEGRITY (My
life is my messageGandhi) 29. Excellence
in EXECUTION 100.00 of the Time (No such
thing as a small sins/World Series Ring to
the Batboy!) 30. Drop everything/Swarm to
Support a Harried-On The Verge Team31.
SPEND AS AGGRESSIVELY ON RD AS A TECH FIRM OR
CIRQUE DU SOLEIL 32. A PROPRIETARY
METHODOLOGY (FBR, McKinsey, Chiat Day, IDEO, old
EDS)33. Web (Technology) Obsession 34.
BRAND/LOVEMARK MANIACS (Organize Around a
Point of View Worth BROADCASTING You must
be the change you wish to see in the
worldGandhi) 35. PASSION! ENTHUSIASM! (Passion
Enthusiasm have as much a place at the
Head Table in a PSF as in a widgets
factory You cant behave in a calm, rational
manner. Youve got to be out there on the
lunatic fringeJack Welch)
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Static/ImitativeIntegrity.Quality.Excellence.
Continuous Improvement.Superior Service (Exceeds
Expectations.)Completely Satisfactory
Transaction.Smooth Evolution.Market
Share.Dynamic/DifferentDramatic
Difference!Disruptive!Insanely Great!
(Quality)Life-(Industry-)changing
Experience!Game-changing!WOW!Surprise!Delight!
Breathtaking!Punctuated Equilibrium!Market
Creation!
125
Big Idea Corporation as Mega-PSF
Virtual Collection of Entrepreneurially-minded
Professionals (Talent/Roster) Creating/
Applying Intellectual Capital (Work Product)
126
Game-changing Solutions Core MechanismPSF
(Professional Service Firm model)Wow
Projects (Different vs Better)Brand
You(Distinct or Extinct)
127
The WOW! Project.
128
Your Current Project?1.
Another days work/Pays the rent.4. Of
value.7. Pretty Damn Cool/Definitely
subversive.10. WE AIM TO CHANGE THE WORLD.
129
Insanely Great
130
9. Re-imagine Businesss Fundamental Value
Proposition PSFs Unbound, or Fighting
Inevitable Commoditization via The
Gamechanging Solutions Imperative.
131
Re-imagineUp, Up, Up, Up the Value-added
Ladder.
132
55B
133
And the M Stands for ?Gerstners IBM
Systems Integrator of choice./BW (Lou, help
us turn all this into that long-promised
revolution. ) IBM Global Services
(Integrated Systems Services Corp.) 55B
134
Planetary Rainmaker-in-Chief!Palmisanos
strategy is to expand techs borders by pushing
usersand entire industriestoward radically
different business models. The payoff for IBM
would be access to an ocean of revenuePalmisano
estimates it at 500 billion a yearthat
technology companies have never been able to
touch. Fortune
135
By making the Global Delivery Model both
legitimate and mainstream, we have brought the
battle to our territory. That is, after all, the
purpose of strategy. We have become the leaders,
and incumbents IBM, Accenture are followers,
forever playing catch-up. However, creating a
new business innovation is not enough for rules
to be changed. The innovation must impact
clients, competitors, investors, and society. We
have seen all this in spades. Clients have
embraced the model and are demanding it in even
greater measure. The acuteness of their
circumstance, coupled with the capability and
value of our solution, has made the choice not a
choice. Competitors have been dragged kicking and
screaming to replicate what we do. They face
trauma and disruption, but the game has changed
forever. Investors have grasped that this is not
a passing fancy, but a potential restructuring of
the way the world operates and how value will be
created in the future. Narayana Murthy,
chairmans letter, Infosys Annual Report
136
Big Browns New Bag UPS Aims to Be the Traffic
Manager for Corporate America Headline/BW/2004
137
And MasterCard Advisors
138
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
139
Bear In Mind Customer Satisfaction versus
Customer Success
140
The Value-added Ladder/Stuff n ThingsGoods
Raw Materials
141
The Value-added Ladder/Stuff TransactionsServ
icesGoods Raw Materials
142
The Value-added Ladder/Opportunity-seeking
Gamechanging Solutions/Business
AdvantageServicesGoods Raw Materials
143
55B
144
Game-changing Solutions Core MechanismPSF
(Professional Service Firm model)Wow
Projects (Different vs Better)Brand
You(Distinct or Extinct)
145
Era 1/Obvious ValueOur it works, is
delivered on time (Close)Era 2/Augmented
Value How our it can add valuea useful it
(Solve)Era 3/Complex Value Networks How
our system can change you and deliver business
advantage (Culture-Strategic
change)Source Jeff Thull, The Prime Solution
Close the Value Gap, Increase Margins, and Win
the Complex Sale
146
10. Re-imagine Enterprise as Theater I A World
of Scintillating Experiences.
147
798
148
415/SqFt/WalMart798/SqFt/Whole Foods
149
7X. 730A-800P. F12A.93-03/10 yr annual
return CB 29 WM 17 HD 16. Mkt Cap 48
p.a.
150
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
151
?
152
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
153
Experiences are as distinct from services as
services are from goods. Joe Pine Jim
Gilmore, The Experience Economy Work Is Theatre
Every Business a Stage
154
The Value-added Ladder/Memorable
ConnectionScintillating Experiences
Gamechanging Solutions/Business
AdvantageServicesGoods Raw Materials
155
11. Re-imagine Enterprise as Theater II
Embracing the Dream Business.
156
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
157
The Value-added Ladder/EmotionDreams Come
TrueScintillating Experiences Gamechanging
Solutions/Business AdvantageServicesGoods Raw
Materials
158
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
159
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
160
Six Market Profiles1.
Adventures for Sale/IBM-UPS-GE2. The Market for
Togetherness, Friendship and
Love/IBM-UPS-GE3. The Market for
Care/IBM-UPS-GE4. The Who-Am-I
Market/IBM-UPS-GE5. The Market for Peace of
Mind/IBM-UPS-GE6. The Market for
Convictions/IBM-UPS-GE Rolf Jensen/The Dream
Society How the Coming Shift from
Information to Imagination Will Transform Your
Business
161
IBM, UPS, GE Dream Merchants!
162
The Power Is the Story
163
Story gt Brand
164
Storytelling is the core of culture.
Branded Nation The Marketing of Megachurch,
College Inc., and Museumworld, James Twitchell
165
The branding of cultural capital may be the next
step in the evolution of community. When All
Business Is Show Business, Whats Next, Branded
Nation The Marketing of Megachurch, College
Inc., and Museumworld, James Twitchell
166
Market Power Story Power Dream Power
167
12. Re-imagine the Customer A Trend Worth
Trillion Women Roar.
168
Women are the majority market Fara
Warner/The Power of the Purse
169
?????????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
170
Editorial/Men Tables, rankings.Editorial/Women
Narratives that cohere.Redwood (UK)
171
Initiate PurchaseMen Study facts
features.Women Ask lots of people for
input.Source Martha Barletta, Marketing to
Women
172
Thanks, Marti Barletta!
173
The Perfect Answer
Jill and Jack buy slacks in black
174
(No Transcript)
175
Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
176
EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
177
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
178
Women dont buy brands. They join
them.EVEolution
179
2.6 vs. 21
180
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.
181
10. Womens Market Opportunity No. 1.
182
Why?
183
Good Thinking, Guys!Kodak Sharpens Digital
Focus On Its Best Customers Women Page 1
Headline/WSJ/0705
184
2005
185
Duh!More Hotels Try to Offer What Women Want
Headline, USA Today, 11.08.05
186
Fastest growing demographic Single-person
Households (gt50 in the likes of London,
Stockholm)Source Richard Scase
187
If I could have chosen not to tackle the IBM
culture head-on, I probably wouldnt have. My
bias coming in was toward strategy, analysis and
measurement. In comparison, changing the attitude
and behaviors of hundreds of thousands of people
is very, very hard. Yet I came to see in my
time at IBM that culture isnt just one aspect of
the gameit is the game. Lou Gerstner, Who
Says Elephants Cant Dance
188
12. Re-imagine Leadership for Totally Screwed-Up
Times The Passion Imperative.
189
Lead It Loud!
190
Create a Cause!
191
G.H. Create a cause, not a business.
192
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
193
the wildest chimera of a moonstruck mind The
Federalist on TJs Louisiana Purchase
194
Make It a Grand Adventure!
195
Quests!
196
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.
197
Yes!!!!!!!!!!!!!!!!!free to do his or her
absolute best allow its members to discover
their greatness.
198
In the end, management doesnt change culture.
Management invites the workforce itself to change
the culture. Lou Gerstner
199
Trumpet an Exhilarating Story!
200
Leaders dont just make products and make
decisions. Leaders make meaning. John Seely
Brown
201
A key perhaps the key to leadership is
the effective communication of a
story.Howard Gardner/Leading Minds An
Anatomy of Leadership
202
Wow!
203
Live Your Story!
204
To change minds effectively, leaders make
particular use of two tools the stories that
they tell and the lives that they lead.
Howard Gardner, Changing Minds
205
It is necessary for the President to be the
nations No. 1 actor.FDR
206
You must be the change you wish to see in the
world.Gandhi
207
Try It!
208
Sams Secret 1!
209
Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
210
Insist on Speed!
211
If things seem under control, youre just not
going fast enough. Mario Andretti
212
Eat Change!
213
We eat change for breakfast! Harry
Quadracci, QuadGraphics
214
Dispense Enthusiasm!
215
BZ I am a Dispenser of Enthusiasm!
216
Nothing is so contagious as enthusiasm.
Samuel Taylor Coleridge
217
Most important, he upped the energy level at
Motorola. Fortune on Ed Zander/08.05
218
A man without a smiling face must not open a
shop. Chinese ProverbCourtesy Tom Morris,
The Art of Achievement
219
Excellence. Always.
220
Leader Job No.1Paint Portraits of Excellence!
221
Avoid Moderation!
222
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!
223
Stay Hungry. Stay Foolish. Steve Jobs
224
Free the Lunatic Within!
225
The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
226
You cant behave in a calm, rational manner.
Youve got to be out there on the lunatic
fringe. Jack Welch
227
!
228
Tom Peters Toward Health(care)
Excellence!Aetna/Laguna Niguel/Part 2
229
Tom Peters Re-Imagine!Toward
Client-driven, CustomerExperience-animated,
QUALITY-OBSESSED, OutcomeAccountability-focused,
InformationMeasurement-intensive, EMR-determined,
Science-aware, PreventionWellness-centric,
Healing-aimed, ChronicCare-oriented,
HomeCare-based, Boomer-sensitive,
WomensHealth-directed, Revolution-insistent
HEALTH(CARE) EXCELLENCE Aetna/Laguna
Niguel/Part 2
230
Health(care) Seven Main Messages1.
Quality (Error reduction/ Evidence-based
Medicine)2. Healthcare vs. Health (Wellness
Prevention)3. Models of Excellence
available4. Life sciences (Singularity)5.
Avian flu
231
HealthCentury21.Job 1(HC21.J1)Tom
Peters/0206.2006
232
!!!!!!!!!!!!!Healthcare vs Health
233
Quality!Prevention!Wellness!
234
Go Bubba! WASHINGTON (Feb.
28) - Former President Clinton, a reformed
overeater, urged state governors on Tuesday to
embrace a long-term effort to change the nation's
culture of too much food and too little exercise.
(AOL.0301.0338am, re NGA)
235
When I climb Mount Rainier I face less risk of
death than Ill face on the operating table.
Don Berwick, Six Keys to Safer Hospitals A Set
of Simple Precautions Could Prevent 100,000
Needless Deaths Every Year, Newsweek (12.12.2005)
236
Quality (100K deaths)Evidence/Outcomes-based
medicineIS/IT-in-health(care) revolutionWellness
/PreventionHealthcare to Health
transformationWash your hands!Home-care (as the
population rapidly ages)Med-school
re-orientation Public health emphasis
Mind-boggling (15 years?) social-moral-technologi
cal impact of life sciences (the
Singularity?)H5N1/WMDs/Environmental
degradationRisk assessment (private,
public)Market opportunityPublic vs/ Private
responsibilities partnerships Africa!
(Unconscionable failure to attend to/staggering
Health consequences for all)
237
If God spoke to me by saying, Mark, youre down
to your last three words What would you want to
say to your fellow humans that would make the
most positive impact? It would be a close call
between Love Thy Neighbor and Wash Your Hands. A
close third would be Move, Move, Move. Mark
Pettus, M.D.,The Savvy PatientThe most
important thing you can do to keep from getting
sick is to wash your hands. CDC/National
Center for Infectious Diseases
238
Manifesto(s)
239
!!!!!!!!!!!!!Healthcare vs Health
240
TPs Healing Wellness
Manifesto2006(1) Acute-care facilities are
killing fields. (WE KNOW WHAT TO DO.)(2)
Shift the community focus 90 degrees (not
180, but not 25) from fix it to prevent
it. (WE KNOW WHAT TO DO.)(3) There are three
primary aims for all this
Wellness-Healing-Health. (WE KNOW WHAT TO
DO.)(4) Im mad as hell and Im not going to
take it anymore. (I KNOW WHAT TO DO.)
241

• 
  Toms Rant2006
• Hospital quality control, at least in the
  U.S.A., is a bad, bad joke Depending on whose
  stats you believe, hospitals kill 100,000 or so
  of us a yearand wound many times that number.
  Finally, they are getting around to dealing
  with the issue. Well, thanks. And what is it
  weve been buying for our Trillion or so bucks a
  year? The fix is eminently do-able which makes
  the condition even more intolerable. (Disgrace
  is far too kind a label for the condition.
  Whos to blame? Just about everybody, starting
  with the docs who consider oversight from anyone
  other than fellow clan members to be
  unacceptable.)
• 2. The systemtraining, docs, insurance
  incentives, culture, patients themselvesis
  hopelessly-mindlessly-insanely (as I see it)
  skewed toward fixing things (e.g. me) that are
  brokennot preventing the problem in the first
  place and providing the Maintenance Tools
  necessary for a healthy lifestyle. Sure,
  bio-medicine will soon allow us to understand and
  deal with individual genetic pre-dispositions.
  (And hooray!) But take it from this 63-year old,
  decades of physical and psychological self-abuse
  can literally be reversed in relatively short
  order by an encompassing approach to life that
  can only be described as a Passion for Wellness
  (and Well-being). Patientslike meare catching
  on in record numbers but the system is highly
  resistant. (Again, the doctors are among the
  biggest sinnersno surprise, following years of
  acculturation as the man-with-the-white-coat-who-
  will-now-miraculously-dispense-fix
  it-pills-and-surgical-incisions-for-you-the-unwash
  ed. (Come to think of it, maybe Ill start
  wearing a White Coat to my doctors officeafter
  all, I am the Professional-in-Charge when it
  comes to my Body Soul. Right?)

242
BIGGEST DEAL OF ALL
243
!!!!!!!!!!!!!Healthcare vs Health
244
Quality COULD IT TRULY BE THIS AWFUL?
245
Thomas PetersHe Went To The Hospital
246
CDC 1998 90,000 killed and 2,000,000 injured
from hospital-caused drug errors infections
247
HealthGrades/Denver195,000 hospital deaths per
year in the U.S., 2000-2002 390 full
jumbos/747s in the drink per year.Comments
This should give you pause when you go to the
hospital. Dr. Kenneth Kizer, National Quality
Forum. There is little evidence that patient
safety has improved in the last five years. Dr.
Samantha CollierSource Boston Globe/07.27.04
248
This should give you pause when you go to the
hospital. There is little evidence that
patient safety has improved in the last five
years.
249
2m38s
250
Silence surrounds this issue.Source To Err
Is Human Building a Safer Health System, by the
Institute of Medicine (Subject 44,000 to 98,000
preventable hospital deaths per year in the U.S.)
251
Welcome to the Homer Simpson
Hospitala/k/a The Killing Fields
252
1,000,000 serious medication errors per year
illegible handwriting, misplaced decimal points,
and missed drug interactions and
allergies.Source Wall Street
Journal/Institute of Medicine
253
Mistakes 100,000 deathsminor fraction of the
total deaths caused by modern medicine. Hopkins
225,000 iatrogenic deaths (people killed by
docs) (Institute for Medicine higher) Source
Tom Farley Deborah Cohen, Prescription for a
Healthy Nation
254
YE GADS! New England Journal of Medicine/
Harvard Medical Practice Study 4 error rate (1
of 4 negligence). Subsequent investigations
around the country have confirmed the ubiquity of
error. In one small study of how clinicians
perform when patients have a sudden cardiac
arrest, 27 of 30 clinicians made an error in
using the defibrillator. Mistakes in
administering drugs (1995 study) average once
every hospital admission. Lucian Leape,
medicines leading expert on error, points out
that many other industrieswhether the task is
manufacturing semiconductors or serving customers
at the Ritz Carltonsimply wouldnt countenance
error rates like those in hospitals.
Complications, Atul Gawande
255
RAND (1998) 50, appropriate preventive care.
60, recommended treatment, per medical studies,
for chronic conditions. 20 chronic care
treatment that is wrong. 30 acute care treatment
that is wrong.
256
Various studies 1 in 3, 1 in 5, 1 in 7, 1 in 20
patients harmed by treatment Demanding
Medical Excellence Doctors and Accountability
in the Information Age, Michael Millenson
257
In a disturbing 1991 study, 110 nurses of
varying experience levels took a written test of
their ability to calculate medication doses.
Eight out of 10 made calculation mistakes at
least 10 of the time, while four out of 10
made mistakes 30 of the time.Demanding
Medical Excellence Doctors and Accountability
in the Information Age, Michael Millenson
258
20 not get prescriptions filled50
use meds inconsistentlySource Tom
Farley Deborah Cohen,
Prescription for a Healthy Nation
259
In health care, geography is destiny.Source
Dartmouth Medical School
260
Geography Is DestinyOften all one must do to
acquire a disease is to enter a country where a
disease is recognizedleaving the country will
either cure the malady or turn it into something
else. Blood pressure considered treatably high
in the United States might be considered normal
in England and the low blood pressure treated
with 85 drugs as well as hydrotherapy and spa
treatments in Germany would entitle its sufferer
to lower life insurance rates in the United
States. Lynn Payer, Medicine Culture
261
Geography Is DestinyE.g. Ft. Myers 4X
Manhattanback surgery. Newark 2X New
Havenprostatectomy. Rapid City SD 34X Elyria
OHbreast-conserving surgery. VT, ME, IA 3X
differences in hysterectomy by age 70 8X
tonsillectomy 4X prostatectomy Breast cancer
screening 4X NE, FL, MI vs. SE, SW. (Source
various)
262
A healthcare delivery system characterized by
idiosyncratic and often ill-informed judgments
mustbe restructured according to evidence-based
medical practice.Demanding Medical Excellence
Doctors and Accountability in the Information
Age, Michael Millenson
263
Practice variation is not caused by bad or
ignorant doctors. Rather, it is a natural
consequence of a system that systematically
tracks neither its processes nor its outcomes,
preferring to presume that good facilities, good
intentions and good training lead automatically
to good results. Providers remain more
comfortable with the habits of a guild, where
each craftsman trusts his fellows, than with the
demands of the information age.Michael
Millenson, Demanding Medical Excellence
264
As unsettling as the prevalence of inappropriate
care is the enormous amount of what can only be
called ignorant care. A surprising 85 of
everyday medical treatments have never been
scientifically validated. For instance, when
family practitioners in Washington State were
queried about treating a simple urinary tract
infection, 82 physicians came up with an
extraordinary 137 strategies.Demanding Medical
Excellence Doctors and Accountability in the
Information Age, Michael Millenson
265
Most physicians believe that diagnosis cant be
reduced to a set of generalizationsto a
cookbook. How often does my intuition lead
me astray? The radical implication of the Swedish
study is that the individualized, intuitive
approach that lies at the center of modern
medicine is flawedit causes more mistakes than
it prevents. Atul Gawande, Complications
266
Deep Blue Redux 2,240 EKGs 1,120 heart
attacks. Hans Ohlin (50 yr old chief of coronary
care, Univ of Lund/SW) 620. Lars Edenbrandts
software 738.Only this time it matters!
267
Dr Larry Weed/POMR (problem-oriented medical
record)/Etc Its impossible to keep up with
the avalanche of knowledge. Therefore its
essential to use a valid diagnostic-decision aid
like Larrys Neil de Crescenzo, VP Global
Healthcare/IBM Consulting There is no other
profession that tries to operate in the fashion
we do. We go on hallucinating about what we can
do. Dr Charles Burger (using Weeds software
for 20 years)
268
Probable parole violations Simple model (age,
of previous offenses, type of crime) beats M.D.
shrinks. 100 studies Statistical formulas gt
Human judgment. In virtually all cases,
statistical thinking equaled or surpassed human
judgment. Atul Gawande, Complications
269
PARADOX Many, many formal case reviews failure
to systematically/ systemically/ statistically
look at and act on evidence.Source
Complications, Atul Gawande
270
Genius Required?
271
Leapfrog Group
CPOE/Computerized Physician Order
EntryICU staffing by trained
intensivistsEHR/Evidence-based Hospital
Referral
Source HealthLeaders
272
The Benefits of FOCUSED EXCELLENCE
Shouldice/Hernia Repair 30-45 min, 1
recurrence. Avg 90 min, 10-15
recurrence.Source Complications, Atul Gawande
273
About Time!100,000 Lives CampaignDon
Berwick/Institute for Healthcare Improvement
274
Whats your name? Whens your birthday?
275
Hospitals Pay Appropriate
Attention To Medical ErrorsYes .
1Aware and Trying Hard ... 8Aware But
Tepid Response 22No ... 25An
Inexcusable Tragedy .. 44Source 12.2005
Poll/tompeters.com
276
Attention/ Being There Job One!
277
You Your Calendar
278
You must be the change you wish to see in the
world.Gandhi
279
The Necessary IS/Web REVOLUTION
280
We all live in Dell-WalMart-eBay-Google World!
281
We almost all live in Dell -WalMart-eBay-Goog
le World!
282
Some grocery stores have better technology than
our hospitals and clinics. Tommy Thompson, HHS
SecretarySource Special Report on technology
in healthcare, U.S. News World Report (07.04)
283
Computerized Physician Order Entry/CPOE 5 of
U.S. hospitalssource HealthLeaders/06.02
284
Henry Lowe, U. of Pitt. School of Medicine
Broadband, Internet-based, multimedia
electronic medical records
285
Telemedicine E.g. HANC Home Assisted
Nursing CareBP, ECG, pulse, temp, etc
286
Telemedicine Reduces days/1000 patients and
physician visits for the chronically
illDecreases costs of managing chronic
diseaseExpands service areas for
providersReduces travel costs to and from
medical ed seminarsSource Douglas Goldstein,
e-Healthcare
287
Our entire facility is digital. No paper, no
film, no medical records. Nothing. And its all
integratedfrom the lab to X-ray to records to
physician order entry. Patients dont have to
wait for anything. The information from the
physicians office is in registration and vice
versa. The referring physician is immediately
sent an email telling him his patient has shown
up. Its wireless in-house. We have 800
notebook computers that are wireless. Physicians
can walk around with a computer thats
pre-programmed. If the physician wants, well go
out and wire their house so they can sit on the
couch and connect to the network. They can review
a chart from 100 miles away. David Veillette,
CEO, Indiana Heart Hospital (HealthLeaders/12.2002
)
288
Information therapy is the prescription of
specific, evidenced-based medical information to
a specific patient, caregiver or consumer at just
the right time to help him or her make a specific
health decision or behavior change. As we
try to refocus our medical resources from acute
care to chronic care we must gain full value from
what the patient and the family can do for
themselves. Without integrating the
self-management of the family no system of
chronic care can be either economically or
medically successful. Information
Therapy not about healthcare essential
part of healthcareSource Donald Kemper, CEO,
Healthwise
289
Healthvs Healthcare
290
Healthvs Healthcare
291
Healthvs Healthcare
292
Healthvs Healthcare
293
Sanitary revolution mortality in major cities
down 55 between 1850 and 1915Source Tom
Farley Deborah Cohen, Prescription for a
Healthy Nation
294
Gwen former healthcare exec has wonderful
health insurance and an abundance of healthcare.
What Gwen does not have is health. And there is
nothing our health system can do to give it to
her. The battle cry is always health, but in
fact the struggle has always been over
healthcare. For all its inspiring, high-tech
cures, medicine is just not very effective at
curing our eras major killers. Medicine
doesnt do much chronic disease. When the
most common killers of our era are mostly
incurable and our preventive treatments pretty
feeble, you have to wonder about medical care as
a whole. There is a widely held view that
medical care contributes little to health. (John
Bunker/ Journal of the Royal College of
Physicians) Source Tom Farley Deborah Cohen,
Prescription for a Healthy Nation
295
Smoking, excess drinking, lack of exercise,
shitty diet 40 of deathsSource Tom Farley
Deborah Cohen, Prescription for a Healthy Nation
296
Our mistake is not that we value medical
carebut that we have misunderstood what it can
and cannot do.Source Tom Farley Deborah
Cohen, Prescription for a Healthy Nation
297
Curve ShiftingSource Tom Farley Deborah
Cohen, Prescription for a Healthy Nation
298
Bump into factor Extra-size portions, eat
more. Higher shelf space snacks, more
obesity. More liquor stores, more crime. High
vs low fat Japanese who emigrate to U.S. suffer
3X increase in heart disease.Source Tom Farley
Deborah Cohen, Prescription for a Healthy Nation
299
Context Change The Most Powerful Force (??)
Wastebaskets Japan v U.S. Christchurch NZ v
Sydney AUSBroken windows
300
10 Sardinians, Adventists, OkinawansDont
smoke. Put family first. Be active every day.
Keep socially engaged. Eat fruits, vegetables,
whole grains. Other nuts, red wine, pecorino
cheese, small portions.Source National
Geographic (National Institute on Aging),
November 2005
301
An estimated 60 to 90 percent of doctor visits
involve stress-related complaints.
Newsweek/09.27.2004
302
Our focus can no longer be on cost containment.
Rather, we must emphasize education, disease
management programs, and wellness and prevention
far more strongly than we have in the past.
Chad Holliday/DuPont
303
Wellness
304
The curative model narrowly focuses on the
goal of cure. From many quarters comes evidence
that the view of health should be expanded to
encompass mental, social and spiritual
well-being. Institute for the Future
305
Ontario To Split Health Ministry
Headline/Globe And Mail /06.05 (New ministry
will focus on Prevention/ Wellness/Eldercare)
306
Savior for the Sickvs. Partner for Good
Health Source NPR
307
Companies Step Up Wellness Efforts Rising
health costs provide incentive to promote
healthier employee lifestyles headline/USA
Today/08.05
308
Prevention Program At Dow Chemical Aims To Save
Money IBD/08.05
309
Sprint/Overland Park KS Slow elevators, distant
parking lots with infrequent buses, fo