Tom Peters

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Tom PetersEXCELLENCE. ALWAYS.MassMutual/L
eaders Conference 2006Washington/29July
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Slides at tompeters.comalso long
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The Irreducible209/Sales122
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EXCELLENCE. STARTERS.
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Radio City Music HallSeptember 2005
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Franchise Lost! TP How many of you 600
really crave a new Chevy?NYC/IIR/061205
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2P.3E.
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People.Product.Execution.Enthusiasm.Excellence
.
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EXCELLENCE. THE WORD.
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SynonymsPurityTranscendenceVirtueEleganceMaj
estyAntonymsMediocrity
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EXCELLENCE. GAMECHANGER.
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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
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ExIn 1982-2002/Forbes.comDJIA 10,000 yields
85,000 EI 10,000 yields 140,050
Forbes/Excellence Index /Basket of 32
publicly traded stocks
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Them-UsTom Peters/0624.2006
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Them UsStrategy

EXECUTIONPlanning
ActionMarketing
Selling/SalesMarkets
CustomersCustomers
ClientsMicro-segmentation Big
Stuff (Women, Boomers)Cost minimization
Revenue maximizationSynergy/Efficiencies
DecentralizationStrategic supplier
Pioneering supplierProcess
ProjectEffectiveness
ExcellenceMen
WomenLeadership
Management
LeadershipStandardization
Exceptionalism (53 53)Big clients
COOL clientsPrestigious Board
INTERESTING Board
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good words.Bad words.
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Words that may NOT be used in my presence
Motivate Market
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Words that may NOT be used in my presence
Motivate
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In the end, management doesnt change culture.
Management invites the workforce itself to
change the culture. Lou Gerstner
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Words that may NOT be used in my presence
Market
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SellSellSell
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Words that MAY be used in my presence Invite
(v. Motivate) Sell (v. Market) People
(wed like to serve) (v. Market segment)
Client (v. Customer) OJT/MFA (v. MBA)
Act/ Execute (v. Plan) Talent (v.
Worker) Quest/Adventure-in-EXCELLENCE (v.
Job) Wow Project (v. Task) Rockin
(profit-makin) PSF (v. Department)
Theater (v. Office) Breathtaking
Experience (v. Transaction that Exceeds
expectations) Talent Fanatics Inc (v. HR)
Brand You adventure (v Career development)
Annual Report development session (v.
Employee evaluation) Woman (v. Man)
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EXCELLENCE. ALWAYS.
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Why in the world did you go to Siberia?
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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.
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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
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Business The Ultimate Creative Endeavor.
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Business The Ultimate Personal
Development-Growth Experience.
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Business The Ultimate Transcendent Service
Opportunity.
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EXCELLENCE. WANTING.
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This is not a mature category.
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This is an undistinguished category.
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EXCELLENCE. DRAMATIC.DIFFERENCE.DOABLE.
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798
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415/SqFt/WalMart798/SqFt/Whole Foods
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7X. 730A-800P. F12A.93-03/10 yr annual
return CB 29 WM 17 HD 16. Mkt Cap 48
p.a.
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EXCELLENCE. 1T.
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Cirque du Soleil!
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EXCELLENCE. 1T.
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Donnellys Weatherstrip Service Weymouth MA
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EXCELLENCE. NO EXCUSES.
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SummaryWallopWalMart16Or Why its so
absurdly 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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What Ive Learned about Small BusinessTom
Peters26June2006
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Passion for PRODUCT.OBSESSION With Product.LOVE
The Product.Aim To Be ONLY ONES WHO DO WHAT WE
DO.Keep ADDIN Stuff.Invest UNWISELY in
RD.Reside Permanently In The DISCOMFORT
Zone.Unhealthy PARANOIA Is A Good Thing.Add
Clients That PUSH-PULL.SELL. SELL. SELL.
SELL.Go For Broke CUSTOMER CONTACT
PEOPLE.PERFECTION Customer Contact People.Hire
for ATTITUDE.INVITE On An Adventure. GREAT
CFO/Biz Guy-Gal. NASTY CFO/Biz
Guy-Gal.QUADRANGULAR LEADERSHIP
Visionary-Talent Fanatic-Project Manager-I.P.M.
(I.P.M. Inspired Profit Mechanic)
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A man without a smiling face must not open a
shop. Chinese Proverb
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EXCELLENCE. PITIFUL.
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Idiot is too kind a word.
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Thats a very diverse team. Patrick Cescau,
CEO, Unilever 1 of 14 Board of Directors
members is a woman (not an exec) 2 of 7 Exec
Team members are Indians. (Source FT/24-25
June.) Approximately 85 of Unilevers
products are purchased by women.
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Thats a VERY diverse team. Patrick Cescau,
CEO, Unilever
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Thats a VERY sick man. Tom Peters
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EXCELLENCE. FOUND.
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To be a leader in consumer products, its
critical to have leaders who represent the
population we serve. Steve Reinemund/PepsiCo
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EXCELLENCE. OPPORTUNITY.
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Women are the majority market Fara
Warner/The Power of the Purse
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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
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The Perfect Answer
Jill and Jack buy slacks in black
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(No Transcript)
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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.
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Women dont buy brands. They join
them.EVEolution
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2.6 vs. 21
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10. Womens Market Opportunity No. 1.
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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
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Faith, Lys, Marti, Fara Targeting the New
Professional Woman How to Market and Sell to
Todays 57 Million Working Women. Gerry Myers
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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. Economist, April 15
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EXCELLENCE. OPPORTUNITY.
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10.6
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EXCELLENCE. OPPORTUNITY.
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2000-2010 Stats18-44 -155 21(55-64
47 )
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44-65 New Customer Majority 45 larger
than 18-43 60 larger by 2010Source Ageless
Marketing, David Wolfe Robert Snyder
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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
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Baby-boomer Women The Sweetest of Sweet Spots
for Marketers David Wolfe and Robert Snyder,
Ageless Marketing
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EXCELLENCE. OPPORTUNITY.
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Women.Women business owners.Boomers-Geezers.S
ingle-adults (Urban)
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Fastest growing demographic Single-person
Households (gt50 in London, Stockholm,
etc)Source Richard Scase
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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
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EXCELLENCE. VALUE ADDED.
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55B
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EXCELLENCE. EXPERIENCE IT.
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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
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The Starbucks Fix Is on We have
identified a third place. And I really
believe that sets us apart. The third place is
that place thats not work or home. Its the
place our customers come for refuge.Nancy
Orsolini, District Manager
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Experience Rebel Lifestyle!What we sell is
the ability for a 43-year-old accountant to dress
in black leather, ride through small towns and
have people be afraid of him.Harley exec,
quoted in Results-Based Leadership
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CXOChief eXperience Officer
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EXCELLENCE. DREAM IT.
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Furniture vs. DreamsWe do not sell furniture
at Domain. We sell dreams. This is accomplished
by addressing the half-formed needs in our
customers heads. By uncovering these needs, we,
in essence, fill in the blanks. We convert
needs into dreams. Sales are the inevitable
result. Judy George, Domain Home Fashions
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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
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CDMChief Dream Merchant
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EXCELLENCE. LOVE IT.
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Kevin Roberts Lovemarks!
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CL OChief Lovemark Officer
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EXCELLENCE. THE STORY.
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Storytelling is the core of culture.
Branded Nation The Marketing of Megachurch,
College Inc., and Museumworld, James Twitchell
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Market Power Story Power
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CSTOChief Storytelling Officer
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EXCELLENCE. BEDROCK.
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Brand Talent.
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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.
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Leaderships Mt Everest/Mt Excellencefree to
do his or her absolute best allow its
members to discover their greatness.
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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
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CQOChief quest-meister
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EXCELLENCE. WOMEN.RULE.
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AS LEADERS, WOMEN RULE New Studies find that
female managers outshine their male counterparts
in almost every measureTitle, Special
Report/BusinessWeek
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Womens Negotiating
StrengthsAbility to put themselves in their
counterparties shoesComprehensive, attentive
and detailed communication styleEmpathy that
facilitates trust-buildingCurious and attentive
listeningLess competitive attitudeStrong
sense of fairness and ability to
persuadeProactive risk managerCollaborative
decision-makingSource Horacio Falcao, Cover
story/May 2006, World Business, Say It Like a
Woman Why the 21st-century negotiator will need
the female touch
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Women Dominate Economic Growth.
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Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline,
Economist, April 15, 2006, Leader, page 14
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Impact! Add It Up!Primary
markets/Everything (Men buy things that other
men will buy for women. I buy things that women
want.successful jeweler/F. Women are the
majority market Fara Warner/The Power of the
Purse. Women as Purchasing Officers, CIOs,
etc.)Greater global workforce participation rate
(bigger contributor to GDP growth than
technology, China, IndiaEconomist)Higher wages
(more seniority, promotionseven if not to CEO
greater pay equityeven if not equal)Business
decision makers (more seniority,
promotionseven if not to CEO)Women-owned
businesses (answer to the Glass Ceiling10.6M in
USA recipients of micro-lendingdeveloping
world)
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EXCELLENCE. WOMEN.SELL.
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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
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Health
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Childhood Obesity gt Terrorism
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Bust fat docs!
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Wash your hands.Apply 50 sunscreen.Banish
trans fatBanish high fructose corn
syrup.Exercise 30-7.Breathe.Stockpile for
H5N1. (not Tamiflu!)Avoid hospitalization.Take
charge of your health.
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EXCELLENCE. BEDROCK.
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X.Step 1Buy a Mirror!
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The First step in a dramatic organizational
change program is obviousdramatic personal
change! RG
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Work on me first. Kerry Patterson, Joseph
Grenny, Ron McMillan and Al Switzler/Crucial
Conversations
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You must be the change you wish to see in the
world.Gandhi
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Its always showtime. David DAlessandro,
Career Warfare
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motivational stuff
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Do one thing every day that scares you.
Eleanor Roosevelt
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Stop Doing It!
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The one thing you need to know about sustained
individual success Discover what you dont like
doing and stop doing it. Marcus Buckingham,
The One Thing You Need to Know
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Paul Arden, Whatever You Think Think the Opposite
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ARE YOU BEING REASONABLE? Most people are
reasonable thats why they only do reasonably
well. Source Paul Arden, Whatever You Think
Think the Opposite
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BONUSStating the Obvious THE PROBLEM IS
RARELY THE PROBLEM.
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THE PROBLEM IS RARELY/NEVER THE PROBLEM. THE
RESPONSE TO THE PROBLEM INVARIABLY ENDS UP BEING
THE REAL PROBLEM. Watergate, M Stewart,
BR And PERCEPTION IS ALL THERE IS!

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OFTEN AS NOT/MORE OFTEN THAN NOT THE UNDERLYING
PROBLEM IS NOT MUCH OF A PROBLEM.

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PERCEPTION IS ALL THERE IS. PERIOD. From Whole
Foods to IBM to the corner deli

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Relationships (of all varieties) THERE ONCE WAS
A TIME WHEN A THREE-MINUTE PHONE CALL WOULD HAVE
AVOIDED SETTING OFF THE DOWNWARD SPIRAL THAT
RESULTED IN A COMPLETE RUPTURE.

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POWER WORDS!Im sorry.
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Stating the Obvious MORE POWER WORDS/IDEAS
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Thank You!
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Say it with FLOWERS
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POWER IDEAS!You must care.General Melvin Zais
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EXCELLENCE. EXECUTION.
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We have a strategic plan. Its called doing
things. Herb Kelleher
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This is so simple it sounds stupid, but it is
amazing how few oil people really understand that
you only find oil if you drill wells. You may
think youre finding it when youre drawing maps
and studying logs, but you have to drill.
Source The Hunters, by John Masters, Canadian
O G wildcatter
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You only find oil if you drill wells.
Source The Hunters, by John Masters, Canadian
O G wildcatter
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615A.M.
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????????Work Hard gt Work Smart
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EXCELLENCE. DETERMINATION.
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BLOOD-Y-MIND-ED-NESS
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Bloodyminded Unreasonably stubborn Source The
Random House Dictionary of the English Language
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This adolescent incident of getting from
point A to point B is notable not only because
it underlines Grants fearless horsemanship and
his determination, but also it is the first known
example of a very important peculiarity of his
character Grant had an extreme, almost phobic
dislike of turning back and retracing his steps.
If he set out for somewhere, he would get there
somehow, whatever the difficulties that lay in
his way. This idiosyncrasy would turn out to be
one the factors that made him such a formidable
general. Grant would always, always press
onturning back was not an option for him.
Michael Korda, Ulysses Grant
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Whenever anything is being accomplished, I have
learned, it is being done by a monomaniac with a
mission. Peter Drucker
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"The reasonable man adapts himself to the world.
The unreasonable one persists in trying to adapt
the world to himself. Therefore, all progress
depends upon the unreasonable man. GB Shaw,
Man and Superman The Revolutionists'
Handbook.
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Im looking for insane commitment. Twyla
Tharp, The Creative Habit
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You want checklists. I instead offer you a
guaranteed formula Passion. Enthusiasm.
Bloody-mindedness as contrasted with mere
determination. Relentlessness. A demonic need
to make it happen. TP
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A year from now you may wish You had
started today. Karen Lamb
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Geronimo!
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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.
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"Life is not a journey to the grave with the
intention of arriving safely in one pretty and
well preserved piece, but to skid across the line
broadside, thoroughly used up, worn out, leaking
oil, shouting GERONIMO! Bill McKenna,
professional motorcycle racer (Cycle magazine
02.1982)
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EXCELLENCE. STRETCH.
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The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
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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!
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EXCELLENCE. THRILLS.
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Radically Thrilling Language! Radically
Thrilling. BMW Z4 (ad)
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CTOChief Thrills Officer
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EXCELLENCE. WOW. NOW.
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CWOChief WOW Officer
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Its always showtime. David DAlessandro,
Career Warfare
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EXCELLE ALWAYS.