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Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline,
Economist, April 15, Leader, page 14
4
Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline. Even
today in the modern, developed world, surveys
show that parents still prefer to have a boy
rather than a girl. One longstanding reason boys
have been seen as a greater blessing has been
that they are expected to become better economic
providers for their parents old age. Yet it is
time for parents to think again. Girls may now be
a better investment. Girls get better grades in
school than boys, and in most developed countries
more women than men go to university. Women will
thus be better equipped for the new jobs of the
21st century, in which brains count a lot more
than brawn. And women are more likely to
provide sound advice on investing their parents
nesteg surveys show that women consistently
achieve higher financial returns than men do.
Furthermore, the increase in female employment in
the rich world has been the main driving force of
growth in the last couple of decades. Those women
have contributed more to global GDP growth than
have either new technology or the new giants,
India and China. Economist, April 15
5
Continuing on page 73 A Guide to Womenomics
The Future of the World Economy Lies Increasingly
in Female Hands. (Headline.) More stats Around
the globe since 1980, women have filled two new
jobs for everyone taken by a man. Women are
becoming more important in the global marketplace
not just as workers, but also as consumers,
entrepreneurs, managers and investors. Re
consumption, Goldman Sachs in Tokyo has developed
an index of 115 companies poised to benefit from
womens increased purchasing power over the past
decade the value of shares in Goldmans basket
has risen by 96, against the Tokyo stockmarkets
rise of 13. A couple of final assertions (1)
It is now agreed that the single best investment
that can be made in the developing world is
educating girls. (2) Also, surprisingly, nations
with the highest female laborforce participation
rates, such as Sweden and the U.S., have the
highest fertility rates and those with the
lowest participation rates, such as Italy and
Germany, have the lowest fertility
rates. Source Economist, April 15, page 73
6
The Importance of Sex Forget China,
India, and the InternetEconomic Growth Is
Driven By WomenBetter gradesMore go to
university (21st century, brains count)Far
more training to be docs (UK)Better investment
decisions (greatest wealth transfer
ever)Growing female employment rate 1 driver
of growth (womengthigh tech, China, India)More
women in govt increase econ growth emphasis
(Invest health, ed, infrastructure,
poverty)Source Economist/0415
7
Goodnight and Good Luck.
8
This is a dangerous world and it is going to
become more dangerous.We may not be
interested in chaos but chaos is interested in
us.Source Robert Cooper, The Breaking of
Nations Order and Chaos in the Twenty-first
Century
9
Unparalled in Our Professional
LifetimeTerrorismMiddle East
instabilityH5N1China screwupsGlobalization
backlashEnergy dependenceEnvironmental
threatsLife sciencesCold War with
ChinaFraying American fabricU.S. impotence in
the face of Asias riseCurrent leaders were
not Cold War leaders
10
Not a single item in our trillion-dollar arsenal
can compare with the genius of the suicide
bomberthe breakthrough weapon of our time. Our
intelligence systems cannot locate him, our
arsenal cannot deter him, and, all too often, our
soldiers cannot stop him before its too late. A
man of invincible convictioncall it delusion, if
you willarmed with explosives stolen or
purchased for a handful of soiled bills can have
a strategic impact that staggers governments.
Abetted by the global media, the suicide bomber
is the wonder weapon of the age. The Weekly
Standard, 0206.06
11
Deutsche Bank Moves Half of Its Back-office Jobs
to India/ headline/FT/0327 500 of 900 Research
JPMorgan Chase30 back-office by 12.31.07
12
WalMart Home Depot Walt Disney Intel
Microsoft Pfizer FlatSource Blue Chip
Blues, Cover, BW, 04.17.06
13
Google, Craigslist Tackle Real Estate,
Headline, WSJ, 04.06.06
14
eBay/030650B1 new car/second700K make
living from eBaySource FT/03.25.06
15
HealthCentury21.Job 1(HC21.J1)Tom
Peters/04.28.2006
16
Quality!Prevention!Wellness! Chronic
care!Childhood obesity!H5N1!
17
Quality!Prevention!Wellness! Chronic
care!Childhood obesity!H5N1!
18
2m38s
19
Welcome to the Homer Simpson
Hospitala/k/a The Killing Fields
20
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 (1212.2005)
21
Quality!Prevention!Wellness! Chronic
care!Childhood obesity!H5N1!
22
Childhood Obesity gt Terrorism
23
Quality!Prevention!Wellness! Chronic
care!Childhood obesity!H5N1!
24
The Ultimate Culture ChangeHealthcare
vs. Health
25
Re-imagine Healthcare
Reportcard2006Evidence-based/Outcomes-based
....... DPay-for-performance
. DIS/IT (general)
..... C-Use of information
(for decisionmaking-measurement) . C-EMR
(Electronic Medical Records) ......
C-/DCPOE (Computerized Physician Order Entry)
.. C-/DQuality/100K unnecessary deaths
.. D-(kind)Acute care to chronic
care-home care shift ..... D/D-Acute-care
to Prevention/Wellness Obsession..
D/D-Patient-centric/Client-centric..
DDocs acceptance of evidence-based
............ D/D-Revolutionary-intensity
Incentives re evidence ... D- Childhood
obesity epidemic .. D- H5N1
preparedness ... DCorporate
focus on Prevention/Wellness.........
C-/DIndividual focus on Prevention/Wellness
.. DIndividuals health education/self-manageme
nt ..... C-Workforce acceptance of
self-responsibility ....... C-Workforce
transition to Brand You attitude......
C-/D 3 March 2006/Tom Peters
26
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
27
Tommy Thompson take your meds chronic illness
75 to 80 curative healthcare system to
prevention systemSource Advertising Age,
05.08.06
28
First-level Scientific SuccessBeyond
BrainsTom Peters/14April2006
29
First-level Scientific SuccessThe smartest guy
in the room winsOr
30
First-level Scientific SuccessFanaticismPersist
ence-Dogged TenacityPatience (long
haul/decades)-Impatience (in a hurry/do it
yesterday)PassionEnergyRelentlessness
(Grant-ian) EnthusiasmDriven (nuts!) (Brutal?)
CompetitivenessEntrepreneurialPragmatic
(R.F!A.)Scrounge (gets the logistics-infrastruc
ture bit)Master of Politics (internal-external)T
actical GeniusPursuit of (Oceanic)
Excellence!High EQ/Skillful in Attracting
Keeping Talent/MagneticProlific (ground up more
pig brains)EgocentricSense of
History-DestinyFuturistic-In the
MomentMono-dimensional (Work-life balance?
Ha!)Exceptionally IntelligentExceptionally
Clever (methodological shortcuts/methodological
genius)Luck
31
Scientific Success (Nobel-level) Genius
Execution Master of Soft Skills Enthusiasm
Magnetism Destiny (sense of) Energy
32
Happy 50!26April2006
33
Malcom McLean
34
Containerization
35
LessonsNeed-drivenA thousand
parentsMessyEvolutionaryTrivialExperimenta
tiontrial ERRORLoooong time for systemic
adaptation/s(many innovations) (bill of lading,
standard time)Not Plan-drivenThe product
of Strategic Thinking/PlanningThe product of
focus groups
36
Innovations Secrets Revealed Get mad. Do
something about it. Now.
37
The Work Matters On Self-reliance, Becoming a
Change Insurgent and the Power of
Peculiarities
38
Self-reliance never comes naturally to adults
because they have been so conditioned to think
non-authentically that it feels wrenching to do
otherwise. Self Reliance is a last resort to
which a person is driven in desperation only when
he or she realizes that imitation is suicide,
that he must take himself for better, for worse,
as his portion. Lawrence Buell, Emerson
39
For Marx, the path to social betterment was
through collective resistance of the proletariat
to the economic injustices of the capitalist
system that produced such misshapenness and
fragmentation. For Emerson, the key was to jolt
individuals into realizing the untapped power of
energy, knowledge and creativity of which all
people, at least in principle, are capable. He
too hated all systems of human oppression but
his central project, and the basis of his legacy,
was to unchain individual minds. Lawrence
Buell, Emerson
40
The Work Matters!What we do matters to us.
Work may not be the most important thing in our
lives or the only thing. We may work because we
must, but we still want to love, to feel pride
in, to respect ourselves for what we do and to
make a difference. Sara Ann Friedman, Work
Matters Women Talk About Their Jobs and Their
Lives
41
The key question isnt What fosters
creativity? But it is why in Gods name isnt
everyone creative? Where was the human potential
lost? How was it crippled? I think therefore a
good question might be not why do people create?
But why do people not create or innovate? We have
got to abandon that sense of amazement in the
face of creativity, as if it were a miracle if
anybody created anything. Abe Maslow
42
When was the last time you asked, What do I
want to be? Sara Ann Friedman, Work Matters
43
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
44
How Would You Play Today If You Knew You Could
Not Play TomorrowSource Slogan for Loyolas
lacrosse season, from coach Diane Geppi-Aikens
(Lucky Every Day The Wisdom of Diane
Geppi-Aikens, by Chip Silverman)
45
She made us close our eyes and hear the singers
she was passionate about Roberta Flack and
Aretha Franklin. Listen to the joy in their
voices, urged Diane. Its not the words or the
music. They sing with such great passion, such
heart and soul. You can feel how the singers love
what theyre doing. Its not just a job to them.
If you want to excel at anything, you must be
passionate. Otherwise, why waste your time?
Source Lucky Every Day The Wisdom of Diane
Geppi-Aikens, by Chip Silverman
46
Its no longer enough to be a change agent.
You must be a change insurgent provoking,
prodding, warning everyone in sight that
complacency is death. Bob Reich
47
Nobody gives you power. You just take it.
Roseanne
48
Characteristics of the Also ransMinimize
riskRespect the chain of commandSupport the
bossMake budgetFortune, on Most Admired
Global Corporations
49
In Italy for 30 years under the Borgias they had
warfare, terror, murder, bloodshedand produced
Michelangelo, da Vinci and the Renaissance. In
Switzerland they had brotherly love, 500 years
of democracy and peace, and what did they
produceSource Orson Welles, as Harry Lime, in
The Third Man
50
the cuckoo clock.
51
To Hell With Well Behaved Recently a young
mother asked for advice. What, she wanted to
know, was she to do with a 7-year-old who was
obstreperous, outspoken, and inconveniently
willful? Keep her, I replied. The
suffragettes refused to be polite in demanding
what they wanted or grateful for getting what
they deserved. Works for me. Anna
Quindlen/Newsweek
52
Back to the Future The PSF/ Brand You Idea
Circa 1900William James (What Makes a Life
Significant/1899) men with no trade must
sell to the highest bidder their mere muscular
strength for so many hours per day Brand
You/2005 Tradesman/1899
53
Well-behaved women rarely make history.Anita
Borg, Institute for Women and Technology
54
M/3 of 10 (Im ready rarin to go!)F/8 of
10 (Ive still got a ways to go.)
55
ADDENDUM Women Rock as Salespersons (From Item
98.) And the answers are? 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
56
A Few Lessons from the ArtsEach hired and
developed and evaluated in unique ways (23
contributors 23 unique contributions 23
pathways 23 personalities 23 sets of
motivators)Attitude/Enthusiasm/Energy
paramountRe-lent-less!Practice is cool (G
Leonard/Mastery)Team and individual Aspire to
EXCELLENCE ObviousEx-e-cu-tionTalent Brand
DuhThe Project rulesEmotional languageBit
players. No.B.I.W. (everything)Delta events
Delta rosters (incl leader/s)
57
Im looking for insane commitment. Twyla
Tharp, The Creative Habit
58
The role of the Director is to create a space
where the actor or actress can become more than
theyve ever been before, more than theyve
dreamed of being. Robert Altman, Oscar
acceptance
59
My only goal is to have no goals. The goal,
every time, is that film, that very moment.
Bernardo Bertolucci
60
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.
61
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!HTST/Hands That Shape
Humanity, Tom Peters contribution to a Bishop
Tutu exhibit
62
Only connect! E.M. Forster, Howards End
63
Only connect! That was the whole of her sermon.
Only connect the prose and the passion, and both
will be exalted, And human love will be seen at
its height. Live in fragments no longer. Only
connect ... E.M. Forster, Howards End
64
Radically Thrilling Language! Radically
Thrilling. BMW Z4 (ad)
65
Exercise Take a complex financial analysis you
are presentingand convert it into a number-less
story.Shells (et al.) scenario planning
66
One bank is currently claiming to leverage its
global footprint to provide effective financial
solutions for its customers by providing a
gateway to diverse markets. Charles Handy
67
I assume that it is just saying that it is there
to help its customers wherever they are.
Charles Handy
68
This is not about customer centrismintegrat
ed marketingetcetcetcIt is about
69
sellin a whole lotta stuff and having
customers go bananas with love to the point
that they tell every damn friend they have and
then start buttonholing strangers on trains and
planes and busses.
70
Sales.Emotion.Experience.Revenue.(Execution.)
(Excellence.)
71
M.I.A. Talk. (Present.) Listen. (Interview.)
Sell. (Life Sales.) Do. (Execution-Implementatio
n.) Talent. (Recruit-Develop-Retain.) Project
Management. (Create. Solicit support. Execution.
Adoption-Client Culture Change.) Product.
(It.) Innovation. (Design. Creativity.
Buzz-building. Politics.) Leadership. (USMA,
etc.) E.Q. (Connect.) Culture Change. (Lasting
impact.) Diversity. (Cross-cultural
Effectiveness.) Career Creation. (Brand You
life-lifestyle.) Wellness. (Life.) B.Schools
(M.I.A. or at most B.I.A.barely in action)
72
Noble BillThis is not to denigrate emphasis
on leadership, entrepreneurship, management and
global business WFSSource Brave New World,
Bold New B-School/Tim Westerbeck/BizEd/08.04
73
Analysts preferred cost cutting, as long as
they could see two or three years of EPS growth.
I preached revenue and the analysts eyes would
glaze over. Now revenue is in because so many
got caught, and earnings went to hell. They said,
Oh my gosh, you need revenues to grow earnings
over time. Well, Duh! Dick Kovacevich, Wells
Fargo
74
CROChief Revenue Officer
75
I dont believe in economies of scale. You dont
get better by being bigger. You get worse.
Dick Kovacevich/Wells Fargo/Forbes/08.04 (ROA
Wells, 1.7 Citi, 1.5 BofA, 1.3 J.P. Morgan
Chase, 0.9)
76
Scale?Microsofts Struggle With Scale
Headline, FT, 09.2005Troubling Exits at
Microsoft Cover Story, BW, 09.2005Too Big
to Move Fast? Headline, BW, 09.2005
77
More than 1 RD spending, last 25 years?
78
GM
79
While many people big oil finds with big
companies, over the years about 80 percent of the
oil found in the United States has been brought
in by wildcatters such as Mr Findley, says Larry
Nation, spokesman for the American Association of
Petroleum Geologists. WSJ, Wildcat Producer
Sparks Oil Boom in Montana, 04.05.2006
80
Line Extensions 86 percent of new products. 62
percent of revenues. 39 percent of
profit.Source Blue Ocean Strategy, Chan Kim
and Renée Mauborgne
81
Market Share, Anyone? 240
industries Market- share leader is ROA
leader 29 of the time Profit /ROA
leaders aggressively weed out
customers who generate low returns
Source Donald V. Potter, Wall Street
Journal
82
Bacteria. (Left tail limits.)Productivity of
small.Failure rate of Big Mergers.Failure rate
of Big Companies.Terrorists.Galbraith vs Hayek.
83
American political life has been overwhelmed
by marketing professionals, consultants and
pollsters who, with the flaccid acquiescence of
the politicians, have robbed public life of much
of its romance and vigor. Joe Klein, Politics
Lost
84
Consultants have drained a good deal of the
life from our democracy. Specialists in
caution, they fear anything they havent
tested. Joe Klein, Politics Lost
85
Did one of em ever turn to the other and say
Wow, I wonder what unimaginable new tools,
otherwise not possible, will be brought forth for
my daughter Alice, age 17, because of this deal?
86
Did one of em ever turn to the other and say
Wow I wonder what unimaginable new tools,
otherwise not possible, will be quickly brought
forth for our customers because of this deal?
87
Read.
88
This.
89
Book.
90
Damn it.
91
Women are the majority market Fara
Warner/The Power of the Purse
92
USA/F.Stats Short n (Very) Sweetgt50 of stock
ownership, 13T total wealth (2X in 15
years)gt7T consumer biz spending (gt50 GDP gt
Japan GDP) gt80 consumer spdg (Consumer 70
all spdg) 57 BA degrees (2002) ed social
strata, no wage gap60 Internet users gt50
primary users of electronic equipmentgt50 biz
tripsWimBiz Employees gt F500 10M 33 all US
BizPay from 62 in 1980 to 80 today equal if
education, social status, etc are equal60
work 46M (divorced, widowed, never
married)Source Fara Warner, The Power of the
Purse
93
The left hand rocks the cradle, The right hand
rules the world. DeBeers (created new 4B
segment in 5 years)In those two simple
sentences I saw a view of women I had not seen
before in advertising. Here was a company that
had the guts to talk openly about what women were
still struggling to understand and embrace.
Fara Warner, The Power of the Purse
94
Cases!McDonalds (mom-centered to majority
consumer not via kids)Home Depot (Do it
everything! Herself)PG (more than house
cleaner) DeBeers (right-hand rings/4B)AXA
FinancialKodak (women emotional centers of
the household)Nike (gt jock endorsements new
def sports majority consumer)AvonBratz (young
girls want friends, not a blond
stereotype)Source Fara Warner/The Power of the
Purse
95
To help revive the companys sales and profits,
McDonalds shifted its strategy toward women from
one of minority consumers who served as a
conduit to the important childrens market to one
in which women are the majority consumers and the
main drivers behind menu and promotion
innovation. Fara Warner, The Power of the Purse
96
What women in focus groups told us was that
all moms were women, but not all women are
momsso why werent we trying to reach all women?
We realized we should be finding the woman inside
the mom. Kay Napier, SVP Marketing (from Fara
Warner, The Power of the Purse)
97
Faith, Lys, Marti, Fara Targeting the New
Professional Woman How to Market and Sell to
Todays 57 Million Working Women. Gerry Myers
98
Stupid Fring Idiot-Marketers!Critics
describe evening news in unflattering terms
Theyre old! Theyre set in their ways! They
wont buy iPods!Source Advertising Age,
05.08.06
99
Not!Leadership is doing the right things.
Management is doing things right. WB et al.
100
Leadership v. ManagementIn President
Bushs belief that America needed to respond
resolutely to the dangers of terrorism, tyranny
and proliferation, he was mainly right. His chief
failures stem from incompetent execution. The
Economist/05.13.2006
101
EXCELLENCE. ALWAYS.Tom Peters/XAlways/17May20
06/London
102
Manhole Cover Madness and More .
103
Chicagolands Mystery Disappearances
104
New Economy?!Sergey Larry gt Harvard/370
105
New Economy?!Genentech09, Amgen09 gt Merck09
(70K-3/394B-5)
106
EXCELLENCE. THE MANDATE.
107
It is not the strongest of the species that
survives, nor the most intelligent, but the one
most responsive to change. Charles Darwin
108
If you dont like change, youre going to
like irrelevance even less. General Eric
Shinseki, Chief of Staff. U. S. Army
109
We are in a brawl with no rules. Paul Allaire
110
S.A.V.
111
Sams Secret 1!
112
Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
113
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
114
EXCELLENCE. THE MANDATE.
115
The Generals Story. (And Harrys) (And Darwins)
(And James Yorkes) (And the Admirals.)
116
If you dont like change, youre going to
like irrelevance even less. General Eric
Shinseki, Chief of Staff. U. S. Army
117
It is not the strongest of the species that
survives, nor the most intelligent, but the one
most responsive to change. Charles Darwin
118
The most successful people are those who are
good at plan B. James Yorke, mathematician,
on chaos theory in The New Scientist
119
Nelsons secret Other admirals more
frightened of losing than anxious to win
120
EXCELLENCE. ALWAYS.Tom Peters/XAlways/17May20
06/London
121
Slides at tompeters.com
122
The Irreducible209
123
A frustrated participant at a seminar for
investment bankers in Mauritius listened
impatiently to my explanation of differences of
opinion among me, Mike Porter, Gary Hamel, Jim
Collins, etc. Finally, hed had enough. What, if
anything, he asked, do you believe for sure?
I mumbled something, but his query started
rumbling around in my mind. Three days later,
wandering on a Sunday in London, the idea of the
irreducibles occurred to meand I started
jotting down notes on stuff I do indeed believe
for sure. Before I knew it, a few days later,
the list had grown to 209 items. Hence The
Irreducible209 that follows.Tom Peters
124
EXCELLENCE. THOUGHTS.
125
Radio City Music HallSeptember 2005
126
Franchise Lost! TP How many of you 600
really crave a new Chevy?NYC/IIR/061205
127
P.P.E.E.R.R.E.
128
People.Product.Execution.Enthusiasm.Relentless
.Re-invent.Excellence.
129
EXCELLENCE. THE WORD.
130
SynonymsPurityTranscendenceVirtueEleganceMaj
estyAntonymsMediocrity
131
EXCELLENCE. GAMECHANGER.
132
Excellence1982 The Bedrock Eight Basics 1. A
Bias for Action 2. Close to the Customer 3.
Autonomy and Entrepreneurship 4. Productivity
Through People 5. Hands On, Value-Driven 6. Stick
to the Knitting 7. Simple Form, Lean Staff 8.
Simultaneous Loose-Tight Properties
133
What is In Search of Excellence all
aboutPeople. Emotion. Engagement.
Exuberance. Action-Execution. Empowerment.
Independence. Initiative. Imagination. Great
Stories. Incredible Adventures. Trust. Caring.
Fun. Joy. Customer-centrism. Profit. Growth.
Brand You. Dramatic Differences.
Experiences that Make You Gasp. Excellence.
Always.
134
ExIn 1982-2002/Forbes.comDJIA 10,000 yields
85,000 EI 10,000 yields 140,050
Excellence Index /Basket of 32 publicly
traded stocks
135
Progress? Excellence1982 The Bedrock Eight
Basics 1. A Bias for Action 2. Close to
the Customer 3. Autonomy and Entrepreneurship
4. Productivity Through People 5. Hands On,
Value-Driven 6. Stick to the Knitting 7.
Simple Form, Lean Staff 8. Simultaneous
Loose-Tight Properties
136
Hardball Are You Playing to Play or Playing to
Win? by George Stalk Rob Lachenauer/HBS
PressThe winners in business have always
played hardball. Unleash massive and
overwhelming force. Exploit anomalies.
Threaten your competitors profit sanctuaries.
Entice your competitor into retreat.Approximat
ely 640 Index entries Customer/s (service,
retention, loyalty), 4. People (employees,
motivation, morale, worker/s), 0. Innovation
(product development, research development, new
products), 0.
137
My (Less) Dinner with HenriJUSTWHATIZZITUMAKE?
138
My (Less) Dinner with HenriJUST WHAT IS IT
YOU MAKE?
139

• X06/Excellence2006 The Bedrock
  Bakers Dozen
• 1. A Bias For Action/Culture of Execution Job
  One!
• 2. DECENTRALIZATION! ACCOUNTABILITY!
• 3. Fail. Forward. Fast.
• 4. Velocity! Tempo! Metabolic Management
  Matters!
• 5. INNOVATE or Die.
• 6. A Damn Good Product. A Damn Cool Product.
• 7. Ride the Value Added Curve to the Sky Insure
  
• Gamechanging Solutions Provide
  Spellbinding
• Experiences Become a Dream Merchant
  Strive to Be
• a Lovemark Seek Tattoo Brand status.
• 8. Relentlessly Pursue the Big Two Markets
  Women,
• Boomers Geezers.
• 9. Best Talent Wins! Women Rule! HR at the Head
  Table!
• 10. Educate for Creativity, Entrepreneurship
  Brand You

140

• X06/Excellence2006 The Bedrock
  Bakers Dozen
• 1. A Bias For Action/A Culture of Execution
  Job One!
• (Must be a Systematic Discipline.)
• 2. DECENTRALIZATION! ACCOUNTABILITY! (Toms Top
  Two, 1965-2005.)
• 3. Fail. Forward. Fast. (Reward Excellent
  Failures, Punish Mediocre Successes. Most tries
  wins.)
• 4. Velocity! Tempo! Metabolic Management
  Matters! (Hustle! Adapt!
• Win the O.O.D.A. Loop WarConfuse Your
  Competitors!)
• 5. INNOVATE or Die. (Game-changers or Bust!
  Lead the Customer! Shout NO to Imitation!)
• 6. A Damn Good Product. A Damn Cool Product.
  (Pursue Dramatic Difference.
• Design Rules!)
• 7. Ride the Value Added Curve to the Sky Insure
  
• Gamechanging Solutions Provide
  Spellbinding
• Experiences Become a Dream Merchant
  Strive to Be
• a Lovemark Seek Tattoo Brand status.
• 8. Relentlessly Pursue the Big Two Markets
  Women,

141
EXCELLENCE. CAUSES.ADVERSARIES.
142

Causes/1966-2006 Implementation/Small Wins
(Stanford GSB/PhD thesis 1st on implementation
per se) EXCELLENCE (as a worthy business
pursuit) Management Style/Corporate Culture Soft
Ss/7-S (Waterman-Peters complete business
model waaaaay beyond Strategy
Structure) Structure gt Strategy (We shape our
structures, then they shape us Churchillian
paraphrase) Soft Change Levers (gt structure
symbols, patterns settings) Close to the
Customer (novel idea, circa 1982) MBWA (Managing
By Wandering Aroundcourtesy a much more
intimate than today HP) Productivity through
People (novel idea, circa 1982) Chaos/Crazy Times
Call for Crazy Organizations Middle-sized
companies are cool Re-imagine!/Innovate or
Die! Small-ish/Scale Synergy limits-delusions/an
ti-Big Mergers
143
Causes/1966-2006 Wome
n/Market opportunity Women/Leaders (right for the
times) Design/Design-as-soul Wow! (Hot
language) Weird Passion/Enthusiasm/Exuberance (as
Leader Lever 1) Brand You (or else) PSF
Bedrock (add value or bustevery group must
demonstrate economic viability) Sales/R gt -C
(increasing revenue more important than cutting
cost) HealthCare/Wellness-Safety-H5N1 Brand
Talent (best roster wins) New VA
Ladder/Products-Services-SOLUTIONS-EXPERIENCES-DRE
AMKETING (Dream Marketing)-LOVEMARK Different gt gt
Better Boomers Geezers/marketing to new
mega-segment
144

Adversaries B-schools (crappy at soft skills,
implementation, leadership) Strategy-is-all By-the
-numbers management Dis-passionate
management Focus groups Intuition
discounted Leading as an intellectual
task Leading without passion Cool language in Hot
times Dilbert (accepting cubicle slavery) Bigness
per se (severe scale limitationseven at
Microsoft) White guys! (not really, but enough
already) 18-44 emphasis in marketing (geezers gt
youth for foreseeable future) -Cost gt Revenue
(cost cutting more important than organic revenue
growth) CI (continuous improvement in an age of
discontinuous world) LESS THAN THE
NO-HOLDS-BARRED PURSUIT OF EXCELLENCE
145
EXCELLENCE. ALWAYS.
146
Why in the world did you go to Siberia?
147
The Peters Principles Enthusiasm. Emotion.
Excellence. Energy. Excitement. Service. Growth.
Creativity. Imagination. Vitality. Joy.
Surprise. Independence. Spirit. Community.
Limitless human potential. Diversity. Profit.
Innovation. Design. Quality. Entrepreneurialism.
Wow.
148
Business (at its best) An emotional, vital,
innovative, joyful, creative, entrepreneurial
endeavor that elicits maximum concerted human
potential in the wholehearted service of
others.Excellence. Always.Employees,
Customers, Suppliers, Communities, Owners,
Temporary partners
149
Business The Ultimate Creative Endeavor.
150
Business The Ultimate Personal
Development-Growth Experience.
151
Business The Ultimate Transcendent Service
Opportunity.
152
EXCELLENCE. ALWAYS.
153
SynonymsPurityTranscendenceVirtueEleganceMaj
estyAntonymsMediocrity
154
EXCELLENCE. ALWAYS.
155
This is the true joy of Life, the being used for
a purpose recognized by yourself as a mighty one
the being a force of Nature instead of a
feverish, selfish little clod of ailments and
grievances complaining that the world will not
devote itself to making you happy. GB
Shaw/Man and Superman
156
Tell me, what is it you plan to do with your one
wild and precious life? Mary Oliver
157
Happy 50!26April2006
158
Malcom McLean
159
Containerization
160
LessonsNeed-drivenA thousand
parentsMessyEvolutionaryTrivialExperimenta
tiontrial ERRORLoooong time for systemic
adaptation/s(many innovations) (bill of lading,
standard time)Not Plan-drivenThe product
of Strategic Thinking/PlanningThe product of
focus groups
161
Consultants have drained a good deal of the
life from our democracy. Specialists in
caution, they fear anything they havent
tested. Joe Klein, Politics Lost
162
Get mad. Do something about it. Now.
163
Howard, Don and I Days of rage!
164
No day passednot one without medication
errors.Don Berwick, on his wifes hospital
stay
165
First-level Scientific SuccessBeyond Brains
166
First-level Scientific SuccessThe smartest guy
in the room winsOr
167
First-level Scientific SuccessFanaticismPersist
ence-Dogged TenacityPatience (long
haul/decades)-Impatience (in a hurry/do it
yesterday)PassionEnergyRelentlessness
(Grant-ian) EnthusiasmDriven (nuts!) (Brutal?)
CompetitivenessEntrepreneurialPragmatic
(R.F!A.)Scrounge (gets the logistics-infrastruc
ture bit)Master of Politics (internal-external)T
actical GeniusPursuit of (Oceanic)
Excellence!High EQ/Skillful in Attracting
Keeping Talent/MagneticProlific (ground up more
pig brains)EgocentricSense of
History-DestinyFuturistic-In the
MomentMono-dimensional (Work-life balance?
Ha!)Exceptionally IntelligentExceptionally
Clever (methodological shortcuts/methodological
genius)Luck
168
First-level Scientific Success/Short
FormScientific Success (Nobel-level) Genius
Execution Master of Soft Skills Enthusiasm
Magnetism Destiny (sense of) Energy
169
Biz Bonanza Success DDMMSTERL/ "D-squared,
M-squared, STERL DramaticDifference
Business Acumen/Money Good Marketing
Instinct/Ice-to-Eskimos Sales Skills Stellar
Talent Aim for Excellence Resilience/Tenacity/
Adaptability Luck (The Necessary Nine What
Every Small Biz Requires to Excel.) (Big, too.)
170
EXCELLENCE. DEFINED.
171
Great Companies SET THE AGENDA. (Period.)
disturb the sleep of
172
AGENDA SETTERS Set the Table/ Pioneers/
Questors/ AdventurersUS Steel Ford Toyota
Sears GM ITT The Gap Limited WalMart
Tesco PG 3M Intel IBM Apple Nokia
Cisco Dell MCI Sun Microsoft Google
Enron Schwab GE Laker Southwest People
Express Ogilvy Virgin eBay Amazon Sony
Amgen BMW CNN Nike
173
Built to Last vs Built for ImpactBut what if
former head of strategic planning at Royal Dutch
Shell Arie De Geus is wrong in suggesting, in
The Living Company, that firms should aspire to
live forever? Greatness is fleeting and, for
corporations, it will become ever more fleeting.
The ultimate aim of a business organization, an
artist, an athlete or a stockbroker may be to
explode in a dramatic frenzy of value creation
during a short space of time, rather than to live
forever. Kjell Nordström and Jonas
Ridderstråle, Funky Business
174
EXCELLENCE. NO EXCUSES.
175
SummaryWallopWalMart16Or Why its so
absurdly easy to beat a GIANT Company
176
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!!
)
177
798
178
415/SqFt/WalMart798/SqFt/Whole Foods
179
EXCELLENCE. WANTING.
180
This is not a mature category.
181
This is an undistinguished category.
182
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
183
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!!
)
184
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
185
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.)
186
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.)
187
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!)
188
SynonymsPurityTranscendenceVirtueEleganceMaj
estyAntonymsMediocrity
189
EXCELLENCE! ALWAYS!
190
798
191
7X. 730A-800P. F12A.93-03/10 yr annual
return CB 29 WM 17 HD 16. Mkt Cap 48
p.a.
192
?
193
Its simple, really, Tom. Hire for ?s, and,
above all, promote for ?s. Starbucks middle
manager/field
194
Gambling our entire net worth!
195
1/100 Best Companies to Work for/2005
196
Wegmans
197
EXCELLENCE. 1T.
198
Donnellys Weatherstrip Service Weymouth MA
199
EXCELLENCE. 1T.
200
Cirque du Soleil!
201
And the Winner is 1.
Audacity of Vision2. Innovation/RD/Design3.
Talent Acquisition Development4. Resultant
Experience5. Strategic Alliances6.
Operations7. Financial Management8.
Overall/Sustaining Excellence9. Wow!10.
Lovemark!
202
Tattoo Brand What of users would tattoo the
brand name on their body?
203
Top 10 Tattoo BrandsHarley . 18.9Disney
.... 14.8Coke . 7.7Google .... 6.6Pepsi ....
6.1Rolex . 5.6Nike . 4.6Adidas .
3.1Absolut . 2.6Nintendo . 1.5BRANDsense
Build Powerful Brands through Touch, Taste,
Smell, Sight, and Sound, Martin Lindstrom
204
SynonymsPurityTranscendenceVirtueEleganceMaj
estyAntonymsMediocrity
205
EXCELLENCE. AARGH.
206
????????Weenie of the year, 2006
207
????????6/44
208
PG
209
EXCELLENCE. FOUND.
210
To be a leader in consumer products, its
critical to have leaders who represent the
population we serve. Steve Reinemund/PepsiCo
211
EXCELLENCE. AARGH.
212
2005
213
Good Thinking, Guys!Kodak Sharpens Digital
Focus On Its Best Customers Women Page 1
Headline/WSJ/0705
214
EXCELLENCE. OPPORTUNITY.
215
Women are the majority market Fara
Warner/The Power of the Purse
216
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.
217
The Perfect Answer
Jill and Jack buy slacks in black
218
(No Transcript)
219
Women dont buy brands. They join
them.EVEolution
220
2.6 vs. 21
221
10. Womens Market Opportunity No. 1.
222
SynonymsPurityTranscendenceVirtueEleganceMaj
estyAntonymsMediocrity
223
EXCELLENCE. OPPORTUNITY.
224
10.6
225
EXCELLENCE. OPPORTUNITY.
226
Add It Up!Doing it right
(Men buy things that other men will buy for
women. I buy things that women want.successful
jeweler/F)Greater workforce/global participation
rate (bigger contributor to GDP growth than
technology, China, India)Higher wages (more
seniority, promotionseven if not to
CEO)Women-owned businesses (answer to the Glass
Ceiling)
227
EXCELLENCE. OPPORTUNITY.
228
Just Say No. 18-44
229
2000-2010 Stats18-44 -155 21(55-64
47 )
230
44-65 New Customer Majority 45 larger
than 18-43 60 larger by 2010Source Ageless
Marketing, David Wolfe Robert Snyder
231
The New Customer 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
232
Baby-boomer Women The Sweetest of Sweet Spots
for Marketers David Wolfe and Robert Snyder,
Ageless Marketing
233
WOMAN of the Year Shes the most powerful
consumer in America. And as she starts to turn
sixty this month, the affluent baby boomer is
doing what shes always doneredefining herself.
Joan Hamilton, Town Country, JAN06
234
Sixty Is the New Thirty Cover/AARP/11.03
235
EXCELLENCE. OPPORTUNITY.
236
Women.Women business owners.Boomers-Geezers.S
ingle-adults (Urban)
237
Fastest growing demographic Single-person
Households (gt50 in London, Stockholm,
etc)Source Richard Scase
238
of homes purchased by single women 1981, 10
2005, 20 of homes purchased by single men
1981, 10 2005, 9Source USA Today/02.15.06
239
EXCELLENCE. OPPORTUNITY.
240
Women.Women business owners.Boomers-Geezers.S
ingle-adults (Urban)
241
The Irreducible209
242
73. Exercise. 74. Paint. (Leader. Portraits of
Excellence.) 75. Best story wins. 76. You must
be the change you wish to see in the
world. 77. Two big ones. Max.
(Priorities.) 78. No I in Team. (I in
Win.) 79. I in Win. (No I in Team.) 80.
Different 1, Better 0. (Better 0.1) 81.
Imitation Mistake. (Learn, from who?) 82.
Choose/battle the right competitor. 83.
Schools. Creativity. Entrepreneurship.
(Not.) 84. MBAs. Creativity. Entrepreneurship.
Leadership. (Not.) 85. Design. Under-rated.
Wildly. (Still.) (Everything.)
243
EXCELLENCE. VALUE ADDED.
244
55B
245
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
246
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
247
Big Browns New Bag UPS Aims to Be the Traffic
Manager for Corporate America Headline/BW/2004
248
SCS/Supply Chain Solutions 750 locations
2.5B fastest growing division 19 acquisitions,
including a bankSource Fast Company
249
MasterCard Advisors
250
Huge Customer Satisfaction versus Customer
Success
251
SynonymsPurityTranscendenceVirtueEleganceMaj
estyAntonymsMediocrity
252
EXCELLENCE.NECESSITY.OPPORTUNITY.
253
There is no job that is Americas God-given
right anymore. Carly Fiorina/HP/January2004
254
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
255
ChicagoHRMAC
256
support function / cost center/ overhead
or
257
Are you Rock Stars of the Age of Talent
258
DD21M
259
A review of Jack and Suzy Welchs Winning claims
there are but two key differentiators that set GE
culture apart from the herd First Separating
financial forecasting and performance
measurement. Performance measurement based, as it
usually is, on budgeting leads to an epidemic of
gaming the system. GEs performance measurement
is divorced from budgetingand instead reflects
how you do relative to your past performance and
relative to competitors performance ie its
about how you actually do in the context of what
happened in the real world, not as compared to a
gamed-abstract plan developed last year.
Second Putting HR on a par with finance and
marketing.
260
Are you the Principal Engine of Value
AddedEg Your RD budget as robust as the New
Products team?
261
The Irreducible209
262
117. Negotiation. Make all winners. (Save
face.) 118. Grace makes enemies friends. 119.
Network. 120. Invest in relationships. (Think
ROIR. Return On Investment in
Relationships.) 118. Relationship investment.
Forethought. Calendar item.
Intensity. 119. Innovation. Easy. (Hang out
with weird.) 120. Weird Win. (Weird
times.) 121. The bottleneck is at the top
of the bottle. 122. Good Board Weird Board.
(At least, surprising.) 123. No
contention, no progress.
263
EXCELLENCE. NO OPTION.
264
support function / cost center/ overhead
or
265
AnswerPSF
266
Core MechanismGame-changing Solutions PSF
(Professional Service Firm model/The
Organizing Principle) Brand You(Distinct or
Extinct/The Talent) Wow! Projects
(Different vs Better/The Work)
267
The PSF35 Thirty-Five Professional Service
Firm Marks of Excellence
268
Department Head to Managing Partner, IS
HR, RD, etc. Inc.
269
The PSF35 The Work The Legacy1.
CRYSTAL CLEAR POINT OF VIEW (E very
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
270
?????Do good (excellent?!) workMake a lot of
money
271
Point of View!
272
R.POV8Remarkable Point Of View/8 Words or
less/If you cant state your position in eight
words or less, you dont have a position.SG
273
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
274
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)
275
The PSF35 The Firm The
Brand28. EAT-SLEEP-BREATHE-OOZE INTEGRITY (My
life is my messageGandhi) 29. Excellence
in EXECUTION 100.00 of the Time30. Drop
everything/Swarm to Support a Harried-On
The Verge Team31. SPEND ON RD LIKE A TECH
FIRM. 32. A PROPRIETARY METHODOLOGY (FBR,
McKinsey, Chiat Day, IDEO, old EDS) 33.
BRAND MANIACS (Organize Around a Point of View
Worth BROADCASTING) 34. PASSION!
ENTHUSIASM! 35. EXCELLENCE. ALWAYS.
276
PSF Nirvana CounselorTrusted Advisor
277
DD21M
278
PSF BY WP DD E UVA
279
PSF (Professional Service Firm) BY (Brand You)
WP (WOW Projects) DD (Dramatic Difference)
E (Excellence) UVA (Unassailable
Value-Added)
280
Static/ImitativeIntegrity.Quality.Excellence.
Continuous Improvement.Superior Service (Exceeds
Expectations.)Completely Satisfactory
Transaction.