Distinct or

1
Distinct or ExtinctTom Peters
Seminar2000WMA/ZILLIONAIRE.COM/DOTPLANET.COML
as Vegas 07.09.00
2
Defeated Before The Starters Gun!Track 4
Managing Organization Change (Helping Tired and
Overworked Professionals with Todays Workplace
Realities)
3
NAPM You are the Rock Stars of the B2B Age!
4
Message2000The point is the passion!Charles
Handy
5
Tom Peters Seminar2000 Brand EverythingDistinc
t or Extinct!
6
Forces _at_ Work The Destruction Imperative!
7
NOW THATS B-I-G!The period 2000-2002 will
bring the single greatest change in worldwide
economic and business conditions since we came
down from the trees.David Schneider Grady
Means, MetaCapitalism
8
No Wiggle Room! Incrementalism is innovations
worst enemy. Nicholas Negroponte
9
Just Say No I dont intend to be known as the
King of the Tinkerers. CEO, large financial
services company (New York, 5-99)
10
Forget gt LearnThe problem is never
how to get new, innovative thoughts into your
mind, but how to get old ones out.
Dee Hock
11
The New Ge WayDYB.com
12
Change the rules before somebody else
does.Ralph Seferian, VP, Oracle
13
Brand InsideBrand Org Lean, Linked,
Electronic Malleable
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108 X 5vs. 8 X 1 540 vs. 8
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And Now the Equivalent White Collar
Revolution!
16
The Pincer 5Destructive entrepreneurs/ Global
CompetitionWhite Collar RobotsTHE INTERNET!
E.g. GM Ford DaimlerChryslerGlobal
Outsourcing E.g. India, MexicoSpeed!!
17
RR on Assetless J.B. Sara LeeThe most
profitable businesses in the future will act as
knowledge brokers, linking insights into whats
available with insights into the customers
individual needs and preferences.
18
Cisco, Dell Brand-owning companies who sell
Customer SatisfactionSource David Schneider
Grady Means, MetaCapitalism
19
The -!! in the middleJim Clark on
Healtheon/WebMD twixt docs, patients,
insurers and providers 275B of 400B in waste
source Michael Lewis, The New New Thing
20
We want to be the air traffic controllers of
electrons.Bob Nardelli, GE Power Systems
21
Brand InsideBrand Work!
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New OrleansApril 2000Jazz Festival NAPM
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You are the Rock Stars of the B2B Age!
24
Message You are Re-invention Evangelists!
25
ChicagoNovember 1999SHRM
26
support function / cost center /
bureaucratic dragor Rock Stars of the
Age of Talent
27
The Nub The WOW Project!The Project50
28
Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
29
You really got to me. So many of our information
technology projects take on a life of their own,
and I know theyll never end up as more than
mediocre successes. CEO, F100 financial
services company (10-98)
30
Every project we take on starts with a question
How can we do whats never been done
before?Stuart Hornery, CEO, Lend Lease
31
The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
32
Epitaph from Hell Joe T. Jones 1942 -
2000HE WOULDA DONE SOME REALLY COOL STUFF BUT
HIS BOSS WOULDNT LET HIM!
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Death is only one of many ways to lose your
life.Alvah Simon, North to the Night
34
G Howd that herringbone pattern for the hearth
come out?T Great! But the tile guyd like to
get his hands on you it was a royal pain.G But
it looks good, right?T Fabulous.G Thats what
matters. I tell my guys, It may be a lot of
work, but think about it this way Would you
bring your kid back, 10 years from now, to see
the job?
35
1) Turn ignition key.2) Shift into drive.3)
Press foot firmly on the throat of
mediocrity.Source Mercedes ad
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Implementation 101
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Mark McCormack 5,000 miles for a 5 min. meeting.
38
ESP to TJP DONT FORGET YOUR THANK YOU NOTES!
39

• It was much later that I realized Dads secret.
  He gained respect by giving it. He talked and
  listened to the fourth-grade kids in Spring
  Valley who shined shoes the same way he talked
  and listened to a bishop or a college president.
  He was seriously interested in who you were and
  what you had to say.
• Sara Lawrence-Lightfoot, Respect

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The deepest human need is the ... NEED TO BE
APPRECIATED. William James
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Brand InsideBrand You Distinct or Extinct
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The fundamental unit of the new economy is not
the corporation, but the individual. Tasks arent
assigned and controlled through a stable chain of
command but are carried out autonomously by
independent contractors - e-lancers - who join
together in fluid and temporary networks to sell
goods and services. When the job is done, the
network dissolves and its members become
independent again, circulating through the
economy, seeking the next assignment.
Thomas Malone and Robert Laubacher

43
DISTINCT OR EXTINCT!If there is
nothing very special about your work, no matter
how hard you apply yourself, you wont get
noticed and that increasingly means you wont get
paid much, either. Michael Goldhaber,
Wired
44
You are the storyteller of your own life, and
you can create your own legend or not.Isabel
Allende
45
When was the last time you asked, What do I
want to be? Sara Ann Friedman,
Work Matters
46
I am an American, Chicago born, and go at things
as I have taught myself, free-style, and will
make the record in my own way. Saul
Bellow, The Adventures of Augie March
47
Americans The Beautiful Re-inventorsBen
F.Ralph W.E.Dale C.N.V.P. Werner E.Tony
R.Stephen C.
48
Seminar Y2K/Brand InsideMessage Distinct or
Extinct!
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When you love what you do, youre alive.jobs.com
50
Bill Parcells World/ Brand You World!BLAME
NOBODY!EXPECT NOTHING!DO SOMETHING!NY Post
(9/99)
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Brand InsideBrand Talent The Great War for
Talent
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Issue Y2KThe Great War for Talent!
53
When land was the scarce resource, nations
battled over it. The same is happening now for
talented people.Stan Davis Christopher
Meyer, futureWEALTH
54
Winner Take All!From 1, 2 or 3 JW to
Best talent in each industry segment to build
best proprietary intangibles EMSource Ed
Michaels, War for Talent (05.17.00)
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The leaders of Great Groups love talent and know
where to find it. They revel in the talent of
others. Warren Bennis Patricia Ward
Biederman
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Alan Kay on PARCs Bob Taylor He was a
connoisseur of talent.
57
Dudes With TudeOur business needs a
massive transfusion of talent. And talent, I
believe, is most likely to be found among
non-conformists, dissenters and rebels.
David Ogilvy
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Talent Brand
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Forces _at_ Work IIThe Commodity Trap
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Quality Not Enough!While everything may be
better, it is also increasingly the same.Paul
Goldberger on retail, The Sameness of Things,
The New York Times
61
Whats Special?Customers will try low cost
providers because the Majors have not given them
any clear reason not to.Leading Insurance
Industry Analyst (10-98)
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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 Nordstrom and
Jonas Ridderstrale, Funky Business
63
The 10X/10X Phenomenon10 Times Better/10
Times Less Different
64
When we did it right it was still pretty
ordinary.Barry Gibbons on Nightmare No. 1
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Brand OutsideStrategy 1Lead the Customer!
66
These days, you cant succeed as a company if
youre consumer led because in a world so full
of so much constant change, consumers cant
anticipate the next big thing. Companies should
be idea-led and consumer-informed.Doug Atkin,
partner,Merkley Newman Harty
67
Amen!The Age of the Never Satisfied
CustomerRegis McKenna
68
Brand OutsideStrategy 2Use E-Commerce to
Re-invent the Business!
69
?????35,000,000.
70
Dells Web sales daily
71
2X 100 days (Internet traffic)2X 9 months
(network capacity)Source Red Herring (1-00)
72
Web World as of 05.001B pages7B hotlinks1M
per dayThe New Yorker/05.29.00
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Tomorrow Today Cisco!90 of 14.4B(Cisco
Connection ONLINE)Save 500M(service and tech
support)C.Sat e gtgt C.Sat HCustomer Engineer
Chat Rooms/Collaborative Design (1B free
consulting)
74
B2B1999 2004 50X2004 7.4Source
GartnerGroup (per Reuters 1-26-00)
T
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GM/Ford/DaimlerChrysler (02-27)Covisint240B
(500B)I.P.O.
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B2B No.1CarStation (auto-body shops),
ChemConnect (chemicals), Collabria (commercial
printing), DigitalThink (corporate training),
E-Steel (steel), Medibuy (medical supplies),
Portera (knowledge workers), Etc., Etc., Etc.,
Etc.
77
And THE WORLD Alibaba.com200,000 members
in 194 countriesChina
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Goal?Drive profits to zero!Remember AMR
and dynamic pricing.
79
Net Nips Real Estate Sales FeesHeadline,
p.1B, USAToday 07.05.00Homebytes.com,
eHomes.com, YourHomeDirect.com, etc.
80
Message The distributor is dead. Long live the
value-added, knowledge-intensive business
partner.
81
Defense-Offense Systems Integration/HVADelphi,
DanaUnited TechnologiesCorningGEEtc.
Anybody in their right mind!
82
Welcome to D.I.Y. Nation!Changes in business
processes will emphasize self service. Your costs
as a business go down and perceived service goes
up because customers are conducting it
themselves. Ray Lane, Oracle
83
Shop in your UnderwearSource SMd logo for
www.ae.comae American Eagle Outfitters
84
Banking is necessary. Banks are not.Dick
Kovacevich, Norwest/ Wells
85
Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
86
Psych 101 Strongest Force on Earth?My need to
be in perceived control of my universe!
87
The Supply Side The Age of the ChoiceboardThe
War of the ChoiceboardsSource Adrian
Slywotzky, HBR 1-2/2000 lt1
88
The Web enables total transparency. People with
access to relevant information are beginning to
challenge any type of authority. The stupid,
loyal and humble customer, employee, patient or
citizen is dead.Kjell Nordstrom and Jonas
Ridderstrale, Funky Business
89
In the network economy, the Website becomes the
companys primary interface to the customer. The
user interface becomes the marketing materials,
store front, store interior, sales staff and
post-sales support all rolled into one.Jakob
Nielsen, Designing Web Usability
90
Where does the Internet rank in priority? Its
No. 1, 2, 3, and 4. Jack Welch

91
One cannot be tentative about this. Excuses like
channel conflict or marketing and sales arent
ready cannot be allowed. Delay and you risk
being cut out of your own market, perhaps not by
traditional competitors but by companies you
never heard of 24v months ago.Jack Welch
07.00/Forbes.com
92
Brand OutsideStrategy 3Women Rule!
93
?????????Home Furnishings 94Vacations
92Houses 91Bank Account 89Health Care
75Etc.
94
3.3T 1.5T 4.8T Larger than Japan!
95
Most Under-reported story!9M/28M(1 of 4)/3.6T
gt Germany 400K in 72 132 since
92Sources NFWBO, Cognetics, Business Wire
(030600)
96
48 working wives gt 5080 checks61 bills53
stock (mutual fund boom)43 gt 500K95
financial decisions/ 29 single handed
97
Women 49 of Web users 6 of 10 new users 83
of wired women are primary decision makers for
family healthcare, finances, education.Source
Business Week (11-99)
98
Yeow!1970 12002 50
99
OPPORTUNITY NO. 1!
100
Carol Gilligan/ In a Different VoiceMen Get
away from authority, familyWomen ConnectMen
Self-orientedWomen Other-orientedMen
RightsWomen Responsibilities
101
FemaleThink/ PopcornMen and women dont think
the same way, dont communicate the same way,
dont buy for the same reasons.He simply wants
the transaction to take place. Shes interested
in creating a relationship. Every place women go,
they make connections.
102
Women and HealthcareWomen are more
dissatisfied, frustrated by the way they are
treated and spoken down to by physicians, seek
more information, are more pressed for time and
make 75 of health care decisions and control
2/3 of health care and constitute 2/3 of
health care employees.Source Patricia Braus,
Marketing Healthcare to Women
103
Women and Financial AdvisorsWomen want a
plan, to be listened to, to be taken seriously,
to read about it, to think about it.Women do
not want an in-your-face sales pitchSource
Kathleen Boyle, Wheat Boyle Butcher Singer
104
E.g. Quicken.com gender-neutralTheStreet.com
male-ish (aggressive, we-tell-you-what-to-think)
MotleyFool.com female-ish (inquisitive, open,
supportive)WFN and MsMoney.com female (e.g.
emphasize parenting and divorce issues)Source
Red Herring, Kathleen Morris of WFN
105
Marketing to Women Help Them Save Time!80
work86 cook58 run errands with kids38
take child to school21 go to the gym21
take outside classes
106
Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
107
EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
108
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
109
Weight Watchers International ModelWhat if
ExxonMobil or Shell dipped into their credit card
database to help commuting women interview and
make a choice of car pool partners?What if
American Express made a concerted effort to
connect up female empty-nesters through on-line
and off-line programs, geared to help women
re-enter the workforce with todays
skills?EVEolution
110
27 March 2000 email to TP from Shelley Rae
Norbeck I make 1/3rd more money than my
husband does. I have as much financial pull in
the relationship as he does. Id say this is also
true of most of my women friends. Someone should
wake up, smell the coffee and kiss our asses long
enough to sell us something! We have money to
spend and nobody wants it!
111
THIS JUST MIGHT BE THE BIGGEST THING IN THIS
SEMINAR. PLEASE THINK ABOUT IT!
112
Speaking of Enormous Missed Huge
Opportunities ...
113
74/55At each stage of their lives, the needs
and desires of the baby boomers have become the
dominant concerns of American business and
popular culture. If you can anticipate the
movement of the baby-boom generations life-span
migration, you can see the future.Ken
Dychtwald, Age Wave
114
Aging/Elderly2X growth rateIm
in charge!Good source Ken Dychtwald, Age
Wave
115
Priorities Aging/ElderlyExperiences
Convenience Comfort Access Respect!
116
Reprise Dawn of an Age of Self-Determination?B
rand You end of corporate paternalismD.I.Y.
the InternetBoomers Im in charge
here!Health Im in charge here!
117
Brand OutsideBRAND POWER!
118
Brand It! Now, More Than Ever!The increasing
difficulty in differentiating between products
and the speed with which competitors take up
innovations will assist in the rise and rise of
the brand.Gillian Law and Nick Grant,
Management New Zealand
119
Corporate Religion is a completely new way of
thinking about companies. Today, the product is
still the main communication highway in the
company. When companies make the shift to selling
solutions, brands and attitudes communicating
the companys attitudes and values becomes the
decisive parameter for success. It demands that
you find out who you are as a company.Jesper
Kunde, Corporate Religion
120
In the funky village, real competition no longer
revolves around marketshare. We are competing for
attention mindshare and heartshare.Kjell
Nordstrom and Jonas Ridderstrale, Funky Business
121
Brand You Must Care!Success means never
letting the competition define you. Instead you
have to define yourself based on a point of view
you care deeply about. Tom Chappell, Toms of
Maine
122
Rules of Radical MarketingLove Respect Your
Customers!Hire only Passionate
Missionaries!Create a Community of Customers!Be
insanely True to the Brand!Sam Hill Glenn
Rifkin, Radical Marketing (e.g., Harley, Virgin,
The Dead, HBS, NBA)
123
Brand LeadershipPassion Rules!
124
Brand LeadershipENTHUSIASM RULES!I am a
dispenser of enthusiasm/ Ben Zander
125
I dont care how old you are. I focus on energy
level.David Beirne, VC/Headhunter, on Dotcom
recruiting
126
Create a Cause, not a business. Gary Hamel,
Fortune (06.00), on re-inventing a company
(Exemplar 1 Charles Schwab)
127
BE ASHAMED TO DIE UNTIL YOU HAVE WON SOME VICTORY
FOR HUMANITY!Horace Mann, founder, Antioch
College
128
If things seem under control, youre just not
going fast enough.Mario Andretti