Tom Peters Seminar2000 Distinct or

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Tom Peters Seminar2000 Distinct or
ExtinctIIAAOrlandoHaloween2000
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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
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The corporation as we know it, which is now 120
years old, is not likely to survive the next 25
years. Legally and financially, yes, but not
structurally and economically.Peter Drucker,
Business 2.0 (08.00)
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It used to be that the big ate the small. Now
the fast eat the slow.Geoff Yang, IVP/
(Institutional Venture Partners)
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ProgressiveWe dont sell insurance anymore. We
sell speed. Peter LewisSource Business Week
(09.00)
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Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
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Brand InsideBrand Org Lean, Linked,
Electronic Malleable
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White Collar Revolution!
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The 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.Robert Reich
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Advance ParadigmData on 165,000,000
prescriptions per year docs and insurers have
access to recordsReduces med errors saves
2.88 per scrip prescribing errors docs save
14,000 per year in review timeRev in 99 2B
477M in 98Source Business Week (09.00)
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Brand InsideBrand Talent The Great War for
Talent
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When land was the scarce resource, nations
battled over it. The same is happening now for
talented people.Stan Davis Christopher
Meyer, futureWEALTH
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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 (05.17.00)
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Diversity defines the health and wealth of
nations in a new century. Mighty is the mongrel.
The hybrid is hip. The impure, the mélange, the
adulterated, the blemished, the rough, the
black-and-blue, the mix-and-match these people
are inheriting the earth. Mixing is the new norm.
Mixing trumps isolation. It spawns creativity,
nourishes the human spirit, spurs economic
growth and empowers nations.G. Pascal
Zachary, The Global Me New Cosmopolitans and the
Competitive Edge
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Women and new-economy management
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The New Economy Shout goodbye to command and
control!Shout goodbye to hierarchy!Shout
goodbye to knowing ones place!
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Womens Stuff New Economy MatchImprov
skillsRelationship-centricLess rank
consciousnessSelf determinedTrust sensitive
IntuitiveNatural empowerment freaks less
threatened by strong peopleIntrinsic
motivation gt Extrinsic
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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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Boys are trained in a way that will make them
irrelevant.Phil Slater
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Mantra2000Talent Brand
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New Economy Was-Is

• Pine-paneled Office
• Address 1 Big Man Plaza
• Secretary
• Suit
• Formal
• Rank conscious
• Pretense (Failures are
• for fools.)
• I love Yes men
• Self-contained

• Seat 9B, UA233
• Address Rick_at_Corp.com
• Typing 60 WPM
• Casual M-F
• Approachable
• We are a HOT Team
• Screwing up is as normal as breathing
• I love Misfits!
• I love partners

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Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
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Forces _at_ Work IIThe Commodity Trap
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The surplus society has a surplus of similar
companies, employing similar people, with similar
educational backgrounds, working in similar jobs,
coming up with similar ideas, producing similar
things, with similar prices and similar
quality.Kjell Nordstrom and Jonas
Ridderstrale, Funky Business
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Brand OutsideStrategy 1Use E-Commerce to
Re-invent Everything!
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OVERVIEW
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www.cyveillance.com08.30.2000/1221AM2,461,9
40,629
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www.cyveillance.com10.31.2000/0422AM2,913,7
13,408
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62 days, 4 hours, 1 minute 451,772,779
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Tomorrow Today Cisco!90 of 20B
(50M/day)75 mfg. outsourced 50 of orders
routed to supplier who ships directGross
margin 65 Net margin 28Savings in service
and support from customer self-management 500M
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Enron 400B in annual on-line trading
transactions. 50 total bus. Much stimulated by
the Web per se.Schwab 25B per week in asset
transactions 80 of trades Transition to
e.Schwab Rev. fell, then quickly doubled
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COMMUNITY SERVICES!/ CUSTOMER CONTROL!
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Tomorrow Today Cisco!90 of 20B save
550MC.Sat e gtgt C.Sat HCustomer Engineer
Chat Rooms/Collaborative Design (1B free
consulting) (45,000 customer problems a week
solved via customer collaboration)
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Anne Busquet/ American ExpressNot Age of the
InternetIs Age of Customer Control
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SUMMARY REINVENT EVERYTHING
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WebWorld Everything Web as a way to run your
business innardsWeb as connector for your
entire supply-demand chain Web as spiders web
which re-conceives the industryWeb/B2B as
ultimate wake-up call to commodity
producersWeb as the scourge of slack,
inefficiency, sloth, bureaucracy, poor customer
dataWeb as an Encompassing Way of LifeWeb
Everything (P.D. to after-sales)Web forces you
to focus on what you do bestWeb as entrée, at
any size, to Worlds Best at Everything as next
door neighbor
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It is real! It is Life and Death!Dream
BIG!Start Now! Study Hard! Play Hard! Play Fast!
Go on Offense!Hire great folks! (They aint
cheap. They are young!)Dont cut corners on
infrastructure!Rem Age of the Never Satisfied
Customer!We aint seen nothin yet!
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Banking is necessary. Banks are not.Dick
Kovacevich, Wells Fargo
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Brand OutsideStrategy 2Women Rule!
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?????????Home Furnishings 94Vacations
92Houses 91Bank Account 89Health Care
80Consumer Electronics 51 Cars
50/80Etc.
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48 working wives gt 5080 checks61 bills53
stock (mutual fund boom)43 gt 500K95
financial decisions/ 29 single handed
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Women 50(!!!) of Web users 6 of 10 new
users 83 of wired women are primary decision
makers for family healthcare, finances,
education.Source Business Week Jupiter
Communications
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4.8T gt Japan9M/27.5M/3.6T gt Germany
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Yeow!1970 12002 50
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OPPORTUNITY NO. 1!
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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.
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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
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Women Beat Men at Art of InvestingSource
Miami Herald, reporting on a study by Profs.
Terrance Odean and Brad Barber, UC Davis (Cause
Guys are in and out of stocks more often women
choose carefully and hold on for the long term)
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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
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Read This Book EVEolution The Eight Truths
of Marketing to WomenFaith Popcorn Lys
Marigold
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EVEolution Truth No. 1Connecting Your Female
Consumers to Each Other Connects Them to Your
Brand
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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
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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
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Women dont buy brands. They join them.Faith
Popcorn, EVEolution
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What kind of car does Mommy want?
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Honey, are you sure you have the kind of money
it takes to be looking at a car like this?
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THIS JUST MIGHT BE THE BIGGEST THING IN THIS
SEMINAR. PLEASE THINK ABOUT IT!
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STATEMENT OF PHILOSOPHY I am a businessperson.
An analyst. A pragmatist. The enormous social
good of increased womens power is clear to me
but it is not my bailiwick. My game is
haranguing business leaders about my fact-based
conviction that womens increasing power
leadership skills and purchasing power is the
strongest and most dynamic force at work in the
American economy today. Dare I say it as a
long-time Palo Altan THIS IS EVEN BIGGER THAN
THE INTERNET!Tom Peters
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Brand OutsideStrategy 3BRAND POWER!
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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
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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
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Part I Brand InsidePart II Brand OutsidePart
III Brand Leadership
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Brand LeadershipPassion Rules!
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Create a Cause, not a business. Gary Hamel,
Fortune (06.00), on re-inventing a company
(Exemplar 1 Charles Schwab)
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Brand Leadership!A key perhaps the key to
leadership is the effective communication of a
story.Howard Gardner Leading Minds An
Anatomy of Leadership