Tom Peters

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Tom Peters Excellence The Relentless
Pursuit of Dramatic Difference!NAPA/Atlant
a/09FEB2006
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Slides at tompeters.com
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New world.
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THREE BILLION NEW CAPITALISTS Clyde Prestowitz
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Business Mantra 1 of the 00s DONT TRY TO
COMPETE WITH WALMART ON PRICE OR CHINA ON
COST! Mantra 2 See Mantra 1
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No option.
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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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No option.
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Best is not good enough!Non-linearTiger/Lan
ce/Mike Leach/Dell/WalMart/etc
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Program06Study moreRenew moreTailor
moreOffer moreListen moreMarket morePractice
moreChallenge moreSocialize moreSmile
moreFollow-up morePlan execution moreCost
control moreThanks, Mr President
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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
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Tragic.
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Franchise Lost! TP How many of you 600
really crave a new Chevy?NYC/IIR/061205
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Sad.
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This is not a mature category.
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This is an undistinguished category.
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A B C D
E AvgToilets
0 1 6 5 5 D


Genl Cleanliness 1
2 8 5 1 C-
Speed
4 6 5 2 0 B
Attitude 1
3 8 4 1 C Overall
Experience 0 3 9 5 0
C-TOTAL 6 15
36 21 7
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When we did it right it was still pretty
ordinary.Barry Gibbons on Nightmare No. 1
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Fight til Death!I thought, What a dreadful
mission I have in life. Id love to get
six-thousand restaurants up to spec, but when I
do its Ho-hum. Its bugged me ever since. Its
one of the great paradoxes of modern business.
We all know distinction is key, and yet in the
last twenty years we have created a plethora of
ho-hum products and services. We swim in an ocean
of ho-hum, and Im going to fight it. Im going
to die fighting it. Barry Gibbons
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But.
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It can be done.
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798
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798
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798
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798
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415/SqFt/WalMart798/SqFt/Whole Foods
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4X At London Drugs, everyone cares about
everything. Wynne Powell
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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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?
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A Life Success Company1000-4/372
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No Excuses 184 Grocery stores are all
alike46 additional spend if customers have an
emotional connection to a grocery store rather
than are satisfied (Gallup)Going to Wegmans
is not just shopping, its an event.
Christopher Hoyt, grocery consultantYou
cannot separate their strategy as a retailer from
their strategy as an employer. Darrell Rigby,
Bain Co. 100 Best Companies to Work
for/Fortune/2005
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Only One Answer.
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Get better vs Get different
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You do not merely want to be the best of the
best. You want to be considered the only ones who
do what you do.Jerry Garcia
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Winning.
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Up, Up, Up, Up,Up the Value-added Ladder.
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The (Old) Value-added Ladder StuffGoods Raw
Materials
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The Value-added Ladder Stuff plus
TransactionsServicesGoods Raw Materials
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Rock their world.
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And the M Stands for ?Gerstners IBM
Systems Integrator of choice. (BW) IBM Global
Services 55B
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Big Browns New Bag UPS Aims to Be the Traffic
Manager for Corporate America Headline/BW/07.19.
2004
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The Value-added Ladder Gamechanging Solutions
ServicesGoods Raw Materials
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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!Market Creation!
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The only reason to give a speech is to change
the world. JFK
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Experience it.
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Experiences are as distinct from services as
services are from goods.Joseph Pine James
Gilmore, The Experience Economy Work Is Theatre
Every Business a Stage
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2/50
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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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2/50
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The Value-added LadderAwesome Experiences
Gamechanging SolutionsServicesGoods Raw
Materials
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Club Med is more than just a resort its a
means of rediscovering oneself, of inventing an
entirely new me. Source Jean-Marie Dru,
Disruption
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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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Beyond the Transaction MentalityGood hotel/
Happy guest vs. Great Vacation/ Great
Conference/ Operation Personal RenewalGood
to Be Home
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Dream it.
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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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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
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Experience LadderDreams Come True Awesome
ExperiencesGamechanging SolutionsServicesGoods
Raw Materials
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IBM, UPS Dream Merchants!
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Love it.
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Brands have run out of juice. Theyre dead.
Kevin Roberts/Saatchi Saatchi
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Kevin Roberts Lovemarks!
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Tattoo Brand What of users would tattoo the
brand name on their body?
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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
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LovemarksDreams Come True Awesome
ExperiencesGamechanging SolutionsServicesGoods
Raw Materials
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What Isnt Matter Is What Matters section
title, Branded Nation The Marketing of
Megachurch, College Inc., and Museumworld, James
Twitchell
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Gas 1.75 per gallonLipton Iced Tea ..
9.52 per gallonOcean Spray ... 10.00Gatorade
.. 10.17Diet Snapple ... 10.32Milk
12.72Evian water . 21.19STP brake fluid ..
33.60Pepto-Bismol .. 123.20Vicks NyQuil ...
178.13MESSAGE IN A BOTTLE Our thirst for
bottled water has created a US46 billion global
marketand New Zealand is infiltrating the once
European-dominated industry with our own clean,
green offeringsarticle title, Air New Zealand
magazineSource Branded Nation The Marketing
of Megachurch, College Inc., and Museumworld,
James Twitchell (2004)
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Bonus.
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?????????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
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2000-2010 Stats18-44 -155 21(55-64
47)
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The Perfect Answer
Jill and Jack buy slacks in black
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Lead as if your life depended on it.
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Make a Difference!
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G.H. Create a cause, not a business.
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Go for the Gold!
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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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You do not merely want to be the best of the
best. You want to be considered the only ones who
do what you do.Jerry Garcia
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Dispense Enthusiasm!
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Nothing is so contagious as enthusiasm.
Samuel Taylor Coleridge
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Pursue Excellence!
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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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Insanely Great
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PSF!Donnellys Weatherstrip Service Weymouth
MA
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The ancient Greek definition of happiness was
the full use of your powers along lines of
excellence. JFK
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Dream!
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the wildest hallucinations of a moonstruck mind
The Federalist on TJs Louisiana Purchase
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Avoid Moderation!
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You cant behave in a calm, rational manner.
Youve got to be out there on the lunatic
fringe. Jack Welch
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!