We Are (ALL) in the

1
We Are (ALL) in the Experiences
Industry.Tom Peters/infoComm2002/ Las
Vegas/06.11.2002
2
Toms Technology SlideThe Web
rules!Meetings/face-to-face are doomed!
(Maybe.)Kids rule!Old farts dont get it!
(But they pay your bills.)09.11 mattersthe
accelerator factor.K.I.S.S. (Jakob
Nielsen/Designing Web Usability)Pete knows!
(See next slide.)
3
Knowledge becomes obsolete incredibly fast. The
continuing professional education of adults is
the No. 1 industry in the next 30 years mostly
on line.Peter Drucker/Business 2.0/22August2000
4
We Are (ALL) in the Experiences
Industry.Tom Peters/infoComm2002/ Las
Vegas/06.11.2002
5
TP The next slide is important.
6
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
7
All Slides Available at tompeters.comNote
Lavender text in this file is a link.
8
100 X 24 2,400
9
The Solutions Imperative.
10
The Big Day!
11
09.11.2000 HP bids 18,000,000,000for
PricewaterhouseCoopersconsulting business!
12
These days, building the best server isnt
enough. Thats the price of entry.Ann
Livermore, Hewlett-Packard
13
Gerstners IBM Systems Integrator of choice.
Global Services 35B. Pledge/99 Business
Partner Charter. 72 strategic partners, aim for
200. Drop many in-house programs/products.
(BW/12.01).
14
We want to be the air traffic controllers of
electrons.Bob Nardelli, GE Power Systems
15
Customer Satisfaction to Customer
SuccessWere getting better at Six Sigma
every day. But we really need to think about the
customers profitability. Are customers bottom
lines really benefiting from what we provide
them?Bob Nardelli, GE Power Systems
16
Keep In Mind Customer Satisfaction versus
Customer Success
17
UPS wants to take over the sweet spot in the
endless loop of goods, information and capital
that all the packages it moves
represent.ecompany.com/06.01 (E.g., UPS
Logistics manages the logistics of 4.5M Ford
vehicles, from 21 mfg. sites to 6,000 NA dealers)
18
Omnicom 57 (of 6B) from marketing services
19
Solutions Imperative A World of Experiences.
20
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
21
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
22
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
23
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
24
Guinness as a brand is all about community. Its
about bringing people together and sharing
stories.Ralph Ardill, Imagination, in re
Guinness Storehouse
25
The Experience LadderExperiences
ServicesGoods Raw Materials
26
1940 Cake from flour, sugar (raw materials
economy) 1.00 1955 Cake from Cake
mix (goods economy) 2.00 1970
Bakery-made cake (service economy) 10.001990
Party _at_ Chuck E. Cheese (experience economy)
100.00
27
Message Experience is the Last 80P.S.
Experience applies to all work!
28
1940 Cake from flour, sugar (raw materials
economy) 1.00 1955 Cake from Cake
mix (goods economy) 2.00 1970
Bakery-made cake (service economy) 10.001990
Party _at_ Chuck E. Cheese (experience economy)
100.00
29
Its All About EXPERIENCES Trapper to
Wildlife Damage-control ProfessionalTrapper
lt20 per beaver pelt.WDCP 150/problem
beaver 750-1,000 for flood-control piping
so that beavers can stay.Source
WSJ/05.21.2002
30
The Experience LadderExperiences
ServicesGoods Raw Materials
31
Ladder Position MeasureSolutions
Success(Experiences)Services
SatisfactionGoods Six-sigma
32
Experiences that WOW.
33
Reward excellent failures. Punish mediocre
successes.Phil Daniels, Sydney exec
34
Lets make a dent in the universe.
Steve Jobs
35
The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
36
WOW AddendaThe Sales25.
37
The Sales25 Great Salespeople 1.
Know the product. (Find cool mentors, and use
them.)2. Know the company.3. Know the customer.
(Including the customers consultants.) (And
especially the corporate culture.)4. Love
internal politics at home and abroad.5.
Religiously respect competitors. (No badmouthing,
no matter how provoked.)6. Wire the customers
org. (Relationships at all levels
functions.)7. Wire the home teams org. and
vendors orgs. (INVEST Big Time time in
relationships at all levels functions.) (Take
junior people in all functions to client
meetings.)
38
Its politics, stupid! (Play or sit on the
sidelines.)
39
The Sales25 Great Salespeople 1.
Know the product. (Find cool mentors, and use
them.)2. Know the company.3. Know the customer.
(Including the customers consultants.) (And
especially the corporate culture.)4. Love
internal politics at home and abroad.5.
Religiously respect competitors. (No badmouthing,
no matter how provoked.)6. Wire the customers
org. (Relationships at all levels
functions.)7. Wire the home teams org. and
vendors orgs. (INVEST Big Time time in
relationships at all levels functions.) (Take
junior people in all functions to client
meetings.)
40
Great Salespeople 8.
Never overpromise. (Even if it costs you your
job.) 9. Sell only by solving problems-creating
profitable opportunities. (Our product solves
these problems, creates these unimagined
INCREDIBLE opportunities, and will make you a ton
of moneyheres exactly how.) (IS THIS A
PRODUCT SALE OR A WOW-ORIGINAL SOLUTION YOULL
BE DINING OFF 5 YEARS FROM NOW? THAT WILL BE
WRITTEN UP IN THE TRADE PRESS?)10. Will involve
anybodyincluding mortal enemiesif it enhances
the scope of the problem we can solve and
increases the scope of the opportunity we can
encompass.11. Know the Brand Story cold live
the Brand Story. (If not, leave.)
41
Great Salespeople 12.
Think Turnkey. (Its always your problem!)13.
Act as orchestra conductor You are responsible
for making the whole-damn-network respond.
(PERIOD.)14. Help the customer get to know the
vendors organization build up their
Rolodex.15. Walk away from bad business. (Even
if it gets you fired.)16. Understand the idea of
a good loss. (A bold effort thats sometimes
better than a lousy win.)17. Think those who
regularly say Its all a price issue suffer
from rampant immaturity shrunken
imagination.18. Will not give away the store to
get a foot in the door. 19. Are wary
respectful of upstartsthe real enemy.20. Seek
several cool customerswholl drag you into
Tomorrow land.
42
Great Salespeople
21. Use the word partnership obsessively,
even though it is way overused. (Partnership
includes folks at all levels throughout the
supply chain.)22. Send thank you notes by the
truckload. (NOT E-NOTES.) (Most are for little
things.) (50 of those notes are sent to those
in our company!) Remember birthdays. Use the word
we. 23. When you look across the table at the
customer, think religiously to yourself HOW CAN
I MAKE THIS DUDE RICH FAMOUS GET HIM-HER
PROMOTED? 24. Great salespeople can
affirmatively respond to the query in an HP
banner ad HAVE YOU CHANGED CIVILIZATION
TODAY?25. Keep your bloody PowerPoint slides
simple!
43
The deepest human need is the need to be
appreciated.William James
44
The two most powerful things in existence a
kind word and a thoughtful gesture.Ken
Langone, CEO, Invemed Associates from Ronna
Lichtenberg, Its Not Business, Its Personal
45
Thank you17 Men 84 Women 19
46
Great Salespeople
21. Use the word partnership obsessively,
even though it is way overused. (Partnership
includes folks at all levels throughout the
supply chain.)22. Send thank you notes by the
truckload. (NOT E-NOTES.) (Most are for little
things.) (50 of those notes are sent to those
in our company!) Remember birthdays. Use the word
we. 23. When you look across the table at the
customer, think religiously to yourself HOW CAN
I MAKE THIS DUDE RICH FAMOUS GET HIM-HER
PROMOTED? 24. Great salespeople can
affirmatively respond to the query in an HP
banner ad HAVE YOU CHANGED CIVILIZATION
TODAY?25. Keep your bloody PowerPoint slides
simple!
47
Politics.Sales.Thank you.
48
The Soul of Experiences Design Rules!
49
Designs place in the universe.
50
All Equal Except At Sony we assume that all
products of our competitors have basically the
same technology, price, performance and features.
Design is the only thing that differentiates one
product from another in the marketplace.Norio
Ohga
51
Design is treated like a religion at
BMW.Fortune
52
We dont have a good language to talk about
this kind of thing. In most peoples
vocabularies, design means veneer. But to me,
nothing could be further from the meaning of
design. Design is the fundamental soul of a
man-made creation.Steve Jobs
53
Bottom Line.
54
Design is WHAT WHY I LOVE. LOVE.
55
All Time No.1 (TP)Ziplocs
56
Westins Heavenly Bed
57
Design is WHY I GET MAD. MAD.
58
Hotel shampoo bottles on which I cant read
Shampoo.
59
Design is never neutral.
60
Hypothesis DESIGN is the principal difference
between love and hate!
61
Message (?????) Men cannot design for womens
needs.
62
Perhaps the macho look can be interesting if
you want to fight dinosaurs. But now to survive
you need intelligence, not power and aggression.
Modern intelligence means intuitionits female.
Source Philippe Starck, Harvard Design
Magazine (Summer 1998)
63
She is your customer.
64
She heads TRAINING. She is the MEETING
PLANNER. She is the PURCHASING OFFICER. She
is the CMO. (She is the CEO.) She is 50
of your ultimate enduser base. (She is not thee
boys!)
65
?????????Home Furnishings 94Vacations 92
(Adventure Travel 70/ 55B travel
equipment)Houses 91D.I.Y. (home projects)
80Consumer Electronics 51 Cars 60
(90)All consumer purchases 83 Bank Account
89Health Care 80
66
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.
67
Read This Barbara Allan Peases Why Men Dont
Listen Women Cant Read Maps
68
It is obvious to a woman when another woman is
upset, while a man generally has to physically
witness tears or a temper tantrum or be slapped
in the face before he even has a clue that
anything is going on. Like most female mammals,
women are equipped with far more finely tuned
sensory skills than men. Barbara Allan
Pease, Why Men Dont Listen Women Cant Read
Maps
69
Resting State 30, 90 A woman knows her
childrens friends, hopes, dreams, romances,
secret fears, what they are thinking, how they
are feeling. Men are vaguely aware of some short
people also living in the house.Barbara
Allan Pease, Why Men Dont Listen Women Cant
Read Maps
70
As a hunter, a man needed vision that would
allow him to zero in on targets in the distance
whereas a woman needed eyes to allow a wide arc
of vision so that she could monitor any predators
sneaking up on the nest. This is why modern men
can find their way effortlessly to a distant pub,
but can never find things in fridges, cupboards
or drawers.Barbara Allan Pease, Why Men
Dont Listen Women Cant Read Maps
71
Female hearing advantage contributes
significantly to what is called womens
intuition and is one of the reasons why a woman
can read between the lines of what people say.
Men, however, shouldnt despair. They are
excellent at imitating animal sounds.Barbara
Allan Pease, Why Men Dont Listen Women Cant
Read Maps
72
Barbara Allan Pease, Why Men Dont Listen
Women Cant Read Maps Women love to talk. Men
talk silently to themselves. Women think aloud.
Women talk, men feel nagged. Women multitask.
Women are indirect. Men are direct. Women talk
emotively, men are literal. Men listen like
statues. Boys like things, girls like people.
Boys compete, girls cooperate. Men hate to be
wrong. Men hide their emotions.
73
Women speak and hear a language of connection
and intimacy, and men speak and hear a language
of status and independence. Men communicate to
obtain information, establish their status, and
show independence. Women communicate to create
relationships, encourage interaction, and
exchange feelings.Judy Rosener, Americas
Competitive Secret
74
When a woman is upset, she talks emotionally to
her friends but an upset man rebuilds a motor or
fixes a leaking tap.Barbara Allan Pease, Why
Men Dont Listen Women Cant Read Maps
75
Editorial/Men Tables, rankings.Editorial/Women
Narratives that cohere.TP/Furniture Tech
Specs vs. Soul. Redwood (UK)High Point
furniture mart (04.2002)
76
Men Women on Thelma Louise MEN Like
Sundance Kid. Women who get angry, swear, go to
bars, leave their mate. WOMEN Women
controlled by the men in their lives, who would
rather be dead than oppressed.Source Judy
Rosener, Americas Competitive Secret
77
The Hollywood scripts that men write tend to be
direct and linear, while womens compositions
have many conflicts, many climaxes, and many
endings.Helen Fisher, The First Sex The
Natural Talents of Women and How They Are
Changing the World
78
How Many Gigs You Got, Man?Hard to believe
Different criteria Every research study weve
done indicates that women really care about the
relationship with their vendor. Robin
Sternbergh/ IBM
79
Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
80
EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
81
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
82
What If What 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
83
The New New Jiffy LubeIn the male mold, Jiffy
Lube was going all out to deliver quick,
efficient service. But, in the female mold, women
were being turned off by the lets get it fixed
fast, no conversation required experience.New
JL Control over her environment. Comfort in the
service setting. Trust that her car is being
serviced properly. Respect for her intelligence
and ability.EVEolution
84
Extraction Goods Male dominanceServices
Experiences Female dominance
85
The Talent Imperative.
86
Brand Talent.Duh.
87
Model 25/8/53 Sports Franchise GM
88
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, Organizing Genius
89
From 1, 2 or youre out JW to Best
Talent in each industry segment to build best
proprietary intangibles EMSource Ed
Michaels, War for Talent
90
We believe companies can increase their market
cap 50 percent in 3 years. Steve Macadam at
Georgia-Pacific changed 20 of his 40 box plant
managers to put more talented, higher paid
managers in charge. He increased profitability
from 25 million to 80 million in 2 years.Ed
Michaels, War for Talent
91
Message Some people are better than other
people. Some people are a helluva lot better than
other people.
92
Top performing companies are two to four times
more likely than the rest to pay what it takes to
prevent losing top performers.Ed Michaels,
War for Talent (05.17.00)
93
AS LEADERS, WOMEN RULE New Studies find that
female managers outshine their male counterparts
in almost every measureTitle, Special Report,
Business Week, 11.20.00
94
Womens Strengths Match New Economy Imperatives
Link rather than rank workers favor
interactive-collaborative leadership style
empowerment beats top-down decision making
sustain fruitful collaborations comfortable with
sharing information see redistribution of power
as victory, not surrender favor
multi-dimensional feedback value technical
interpersonal skills, individual group
contributions equally readily accept ambiguity
honor intuition as well as pure rationality
inherently flexible appreciate cultural
diversity.Source Judy B. Rosener, Americas
Competitive Secret
95
It all adds up to THE BRAND.
96
The Heart of Branding
97
WHO ARE WE?
98
Most companies tend to equate branding with the
companys marketing. Design a new marketing
campaign and, voilà, youre on course. They are
wrong. The task is much bigger. It is about
fulfilling our potential not about a new logo,
no matter how clever. WHAT IS MY MISSION IN
LIFE? WHAT DO I WANT TO CONVEY TO PEOPLE? HOW
DO I MAKE SURE THAT WHAT I HAVE TO OFFER THE
WORLD IS ACTUALLY UNIQUE? The brand has to give
of itself, the company has to give of itself, the
management has to give of itself. To put it
bluntly, it is a matter of whether or not you
want to be UNIQUE NOW.Jesper Kunde, A
Unique Moment
99
WHATS OUR STORY?
100
We are in the twilight of a society based on
data. As information and intelligence become the
domain of computers, society will place more
value on the one human ability that cannot be
automated emotion. Imagination, myth, ritual -
the language of emotion - will affect everything
from our purchasing decisions to how we work with
others. Companies will thrive on the basis of
their stories and myths. Companies will need to
understand that their products are less important
than their stories.Rolf Jensen, Copenhagen
Institute for Future Studies
101
Apple opposes, IBM solves, Nike exhorts, Virgin
enlightens, Sony dreams, Benetton protests.
Brands are not nouns but verbs.Source
Jean-Marie Dru, Disruption
102
EXACTLY HOW ARE WE DRAMATICALLY DIFFERENT?
103
1st Law Mktg Physics OVERT BENEFIT (Focus 1 or
2 gt 3 or 4/One Great Thing. Source 1
Personal Passion)2ND Law REAL REASON TO
BELIEVE (Stand Deliver!)3RD Law DRAMATIC
DIFFERENCE (Execs Dont Get It See the next
slide.)Source Jump Start Your Business Brain,
Doug Hall
104
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
105
WHY DOES IT MATTER TO THE CLIENT?
106
EXACTLY HOW DO I PASSIONATELY CONVEY THAT
DRAMATIC DIFFERENCE TO THE CLIENT ?
107
Branding Is-Is Not TableTNT is not
TNT is TNT is notJuvenile
Contemporary Old-fashionedMindless
Meaningful ElitistPredictable
Suspenseful DullFrivolous
Exciting SlowSuperficial
Powerful Self-important
108
Leading in screwed-up times.
109
The Leadership50(Whoops The Leadership17)
110
1. Leadership Is a Mutual Discovery Process.
111
I dont know.
112
2. The Leader Is Rarely/Never the Best Performer.
113
33 Division Titles. 26 League Pennants. 14 World
Series Earl Weaver0. Tom Kelly0. Jim
Leyland0. Walter Alston1AB. Tony LaRussa132
games, 6 seasons. Tommy LasordaP, 26 games.
Sparky Anderson1 season.
114
3. Leaders LOVE the MESS!
115
Im not comfortable unless Im
uncomfortable.Jay Chiat
116
4. Leaders DO!
117
The Kotler Doctrine1965-1980
R.A.F.(Ready.Aim.Fire.)1980-1995
R.F.A.(Ready.Fire!Aim.)1995-????
F.F.F.(Fire!Fire!Fire!)
118
If it works, its obsolete. Marshall McLuhan
119
5. Leaders Make Lotsa Mistakes and MAKE NO
BONES ABOUT IT!
120
Fail faster. Succeed sooner.David Kelley/IDEO
121
6. Leaders Pursue DRAMATIC DIFFERENCE!
122
1st Law Mktg Physics OVERT BENEFIT (Focus 1 or
2 gt 3 or 4/One Great Thing. Source 1
Personal Passion)2ND Law REAL REASON TO
BELIEVE (Stand Deliver!)3RD Law DRAMATIC
DIFFERENCE (Execs Dont Get It intent to
purchase 100 unique 0 to 5)Source
Jump Start Your Business Brain, Doug Hall
123
7. Leaders Have to Deliver, So They Worry About
Throwing the Baby Out with the Bathwater.
124
Damned If You Do, Damned If You Dont, Just
Plain Damned.Subtitle in the chapter, Own Up
to the Great Paradox Success Is the Product of
Deep Grooves/ Deep Grooves Destroy Adaptivity,
Liberation Management (1992)
125
Organize for performance customer
satisfaction.Disorganize for renewal
innovation.
126
8. Leaders HONOR THE USURPERS.
127
Saviors-in-WaitingDisgruntled
CustomersUpstart CompetitorsRogue
EmployeesFringe SuppliersWayne Burkan, Wide
Angle Vision
128
Deviants, Inc. Deviance tells the story of
every mass market ever created. What starts out
weird and dangerous becomes Americas next big
corporate payday. So are you looking for the next
mass market idea? Its out there way out
there.Source Ryan Matthews Watts Wacker,
Fast Company (03.02)
129
9. Leaders FOCUS!
130
To Dont List
131
10. Leaders Know ENTHUSIASM BEGETS ENTHUSIASM!
132
G.H. Create a cause, not a business.
133
I never, ever thought of myself as a
businessman. I was interested in creating things
I would be proud of. Richard Branson
134
BZ I am a Dispenser of Enthusiasm!
135
11. Leaders Focus on the SOFT STUFF!
136
Soft Is Hard- ISOE
137
Message Leadership is all about love! Passion,
Enthusiasms, Appetite for Life, Engagement,
Commitment, Great Causes Determination to Make
a Damn Difference, Shared Adventures, Bizarre
Failures, Growth, Insatiable Appetite for
Change. Otherwise, why bother? Just read
Dilbert. TPs final words CYNICISM SUCKS.
138
12. Leaders Know Its ALL SALES ALL THE TIME.
139
TP If you dont LOVE SALES find another life.
(Dont pretend youre a leader.) (See TPs
The Project50.)
140
13. Leaders LOVE POLITICS.
141
TP If you dont LOVE POLITICS find another
life. (Dont pretend youre a leader.)
142
14. But Leaders Also Break a Lot of China
143
If youre not pissing people off, youre not
making a difference!
144
15. Leadership Is a Performance.
145
It is necessary for the President to be the
nations No. 1 actor.FDR
146
16. Leaders Enjoy Leading.
147
Warren, I know you want to be president. But
do you want to do president?
148
17. Leaders Know WHEN TO LEAVE!
149
We Are (ALL) in the Experiences
Industry.Tom Peters/infoComm2002/ Las
Vegas/06.11.2002
150
Oh yeah
151
Thank You!