THE SIN OF

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THE SIN OF SEND
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The central element of good decision-making is a
persons ability to manage delay. Frank
Partnoy, Wait The Art and Science of Delay
3

• Do NOT push SEND. Pause. Five minutes. An
• hour. Overnight. (TWWNCTAE/The World Will
• Not Come To An End.) (SBOOSR/Stop Being One
• Of Skinners Rats)
• 2. Do NOT immediately respond to that IM
• (unless it is a car accident involving spouse
• or child). PAUSE. REFLECT. (TWWNCTAE/
• SBOOSR)
• 3. Responding to that email CAN wait an hour.
• Can wait a DAY. Pause. Think. Counsel with
• others. (TWWNCTAE/SBOOSR)
• AXIOM2015 The word Instant yes, even in
• 2015 and the words creative considered
• thoughtful excellence are NOT congruent.
• (TWWNCTAE/SBOOSR)

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Gratuitous Comments 1. Its always
the designers fault. 2. 9 of 10 infographics
suck. 3. 8 of 10 sets of signs and directions
(manuals) suck. 4. Any idiot can get the big
stuff right. 5. Men cannot design for women/
21-year-olds cannot design for
51-year-olds. 6. Speed kills. 7. WTTMSW/Whoever
Tries The Most Stuff Wins.
5
Infographic A tangled,
multicolored graphic representation that turns a
complex idea into an incomprehensible complex
idea. C.f., Economist, Wall Street Journal,
New York Times, etc.
6
Gratuitous Comments 1. Its always
the designers fault. 2. 9 of 10 infographics
suck. 3. 8 of 10 sets of signs and directions
(manuals) suck. 4. Any idiot can get the big
stuff right. 5. Men cannot design for women/
21-year-olds cannot design for
51-year-olds. 6. Speed kills. 7. WTTMSW/Whoever
Tries The Most Stuff Wins.
7
Tom Peters EXCELLENCE! HOW
DESIGN LIVE CHICAGO/05 May 2015 (presentation
slides at tompeters.com also see our fully
annotated 23-part Master Compendium at
excellencenow.com)
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• ORGANIZATIONS
• MARKETS
• LEADERSHIP

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ORGANIZATIONS THAT ARE AS GOOD/WELL- DESIGNED AS
AN APPLE DEVICE
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Management as conventionally perceived is a
dreary/ misleading/constrained word. E.g.,
mgt/standard usage Shouting orders in the slave
galley. Consider, please, a more
encompassing/more accurate definition
Management is the arrangement and animation
of human affairs in pursuit of desired
outcomes. Management is not about Theory X
vs. Theory Y/top down vs. bottom up.
Management is about the essence of human
behavior (Drucker called it a liberal art), how
we fundamentally arrange our collective efforts
in order to survive, adaptand, one hopes,
thrive. (E.g., Hall of Fame management document
Constitution of the United States of America.)
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Enterprise (at its best) An emotional,
vital, innovative, joyful, creative,
entrepreneurial endeavor that elicits maximum

concerted human potential
in the wholehearted pursuit
of EXCELLENCE in service of others.Employee
s, Customers, Suppliers, Communities, Owners,
Temporary partners
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It may sound radical, unconventional, and
bordering on being a crazy business idea.
However as ridiculous as it soundsjoy is the
core belief of our workplace. Joy is the reason
my company, Menlo Innovations, a customer
software design and development firm in Ann
Arbor, exists. It defines what we do and how we
do it. It is the single shared belief of our
entire team. Richard Sheridan, Joy, Inc.
How We Built a Workplace People Love
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In Good Business, Mihaly Csikszentmihalyi argues
persuasively that business has become the center
of society. As such, an obligation to community
is front center. Business as societal bedrock,
per Csikszentmihalyi, has the RESPONSIBILITY to
increase the SUM OF HUMAN WELL-BEING.
Business is NOT part of the community. In terms
of how adults collectively spend their waking
hours Business IS the community. And should act
accordingly. The (REALLY) good news Community
mindedness is a great way (the BEST way?) to have
a spirited/committed/ customer-centric work
forceand, ultimately, increase (maximize?)
growth and profitability.
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Our MissionTO DEVELOP AND MANAGE TALENTTO
APPLY THAT TALENT,THROUGHOUT THE WORLD, FOR THE
BENEFIT OF CLIENTSTO DO SO IN PARTNERSHIP TO
DO SO WITH PROFIT.WPP
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The role of the Director is to create a space
where the actors and actresses can become more
than theyve ever been before, more than theyve
dreamed of being. Robert Altman, Oscar
acceptance speech
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3 Provide a pride- worthy job. 2 Help
people be successful at their current
job. 1 Help people grow/ prepare for
an uncertain future. Provide a
secure job.NOT POSSIBLE IN 2015. Success is
NOT enough, circa 2015. Societyand
profitabilitydemands this. (Or should!)
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The New Logic Scale w/o EmploymentKodak
1988/145,000 employees 2012/bankruptInstagram
30,000,000 customers/13 employees(WhatsApp
450,000,000 customers/ 55 employees/Valued _at_
19,000,000,000)Source Robert Reichs
Blog/0316.15
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Human level capability has not turned out to be
a special stopping point from an engineering
perspective. Illah Reza Nourbakhsh, Robot
Futures The intellectual talents of highly
trained professionals are no more protected from
automation than is the drivers left turn.
Nicholas Carr, The Glass Cage Software is
eating the world. Marc Andreessen
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Persado (vs. copywriter) emotion words, product
characteristics, call to action, position of
text, images Up To 250 To Spend On All Ships
In All Destinations. 2 Days Left (Copywriter/1.3)
vs. No kidding! You Qualify to Experience An
Incredible Vacation With Us -) (Algorithm/4.1)
A creative person is good but random. Weve
taken the randomness out by building an ontology
of language Lawrence Whittle, head of
sales Source Wall Street Journal/ 0825.14/Its
Finally Time to Take AI Seriously
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In his eloquent 2009 book, The Thinking Hand,
the distinguished Finnish architect Juhani
Pallasmaa argues that the growing reliance on
computers is making it harder for designers to
imagine the human qualities of their buildingsto
inhabit their works in progress in the way that
people will ultimately inhabit the finished
structures. Calculative power grows. Sensory
engagement fades. Source Nicholas Carr, The
Glass Cage Automation and Us
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MARKETS
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Women BUY (Everything) !
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Forget CHINA, INDIA and the INTERNET Economic
Growth Is Driven by WOMEN. Source Headline,
Economist
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• W gt 2X (C I)
• Women now drive the global economy. Globally,
  they control about 20 trillion in consumer
  spending, and that figure could climb as high as
  28 TRILLION in the next five years. Their 13
  trillion in total yearly earnings could reach 18
  trillion in the same period. In aggregate, women
  represent a growth market bigger than China and
  India combinedmore than twice as big in fact.
  Given those numbers, it would be foolish to
  ignore or underestimate the female consumer.
• And yet many companies do just thateven ones
  that are confidant that they have a winning
  strategy when
• it comes to women. Consider Dells
• Source Michael Silverstein and Kate Sayre, The
  Female Economy, HBR

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Women are THE majority market Fara
Warner/The Power of the Purse
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The MOST SIGNIFICANT VARIABLE in EVERY sales
situation is the GENDER of the buyer.
Jeffery Tobias Halter, Selling to Men, Selling
to Women
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The Perfect Answer
Jill and Jack buy slacks in black
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(No Transcript)
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Sales/After-sales Process 1.    Kick-off 
Women 2.    Research Women 3.    Purchase 
Men 4.    Ownership Women 5.    Word-of-mouth
Women Source Martha Barletta, Marketing to
Women How to Increase Your Share of the Worlds
Largest Market
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2.6 vs. 21
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Female users are the unsung heroines behind the
most engaging, fastest growing, and valuable
consumer internet and e-commerce companies.
Especially when it comes to social and shopping,
women rule the Internet. In e-commerce, female
purchasing power is clear.  Sites like Zappos
Groupon, Gilt Groupe, Etsy, and Diapers are all
driven by a majority of female customers.  Accordi
ng to Gilt Groupe, women are 70 of the customers
and 74 of revenue and 77 of Groupons
customers are female. But whats different now is
an exciting new crop of e-commerce companies. One
Kings Lane, Plum District, Stella Dot, Rent
the Runway, Modcloth, BirchBox, Shoedazzle,
Zazzle and Shopkickc are just a few examples of
companies leveraging girl power.  The majority
of these companies were also founded by women,
which is also an exciting trend. And take a look
at four of the new horsemen of the consumer
webFacebook, Zygna, Groupon and Twitter.  The
majority of all four properties users are
female.  Make that horsewomen. So, if youre at
a consumer web company, how can this insight help
you?  Would you like to lower your cost of
customer acquisition?  Or grow revenue faster? 
Maybe you would benefit from having a larger base
of female customers.  If so, what would you
change to make your product/service more
attractive to female customers?  Do you do enough
product and user interface testing with female
users?  Have you figured out how to truly unleash
the shopping and social power of women? You could
also take a look at your team.  Do you have women
in key positions? Aileen Lee, Kleiner Perkins
Caufield Byers (05.06.2011)
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Can you pass the Squint test ?
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Hypothesis Men cannot design for womens
needs!!??
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WOMEN RULE!
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AS LEADERS, WOMEN RULE New studies find that
female managers outshine their male counterparts
in almost every measure TITLE, Special
Report, BusinessWeek Research suggests that to
succeed, start by promoting women. Nicholas
Kristof, NYTimes, 1024.13 In my experience,
women make much better executives than men.
Kip Tindell, CEO, Container Store, from
UNCONTAINABLE
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Women are rated higher in fully 12 of the 16
competencies that go into outstanding leadership.
And two of the traits where women outscored men
to the highest degree taking initiative and
driving for results have long been thought of
as particularly male strengths. Harvard
Business Review/2014
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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, World Business, Say It Like a Woman Why
the 21st-century negotiator will need the female
touch
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For One (BIG) Thing McKinsey Company found
that the international companies with more women
on their corporate boards far outperformed the
average company in return on equity and other
measures. Operating profit was 56
higher. Source Nicholas Kristof, Twitter,
Women, and Power, NYTimes, 1024.13
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We (old farts like me) Have the
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USA 1 boomer will turn
65 Every 8 SECONDS For the next 20 YEARS

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!!!!!!!!!!!!!!!!! PEOPLE TURNING 50 TODAY HAVE
MORE THAN HALF OF THEIR ADULT LIFE AHEAD OF
THEM. BILL NOVELLI, 50 IGNITING A REVOLUTION
TO REINVENT AMERICA
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Average of cars purchased per (USA) household,
lifetime 13Average of cars bought per
household after the head of household reaches
age 50 7Source Marti Barletta, PrimeTime Women
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In 2009, households headed by adults ages 65 and
older ... had 47 times as much net wealth as the
typical household headed by someone under 35
years of age. In 1984, this had been a less
lopsided 10-to-1 ratio. Source Pew
Research/10.11
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55 gt 55- Forrester Research age 55-plus are
more active in online finance, shopping, and
entertainment than those under 55
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44-65 NEW CUSTOMER MAJORITY Source Ageless
Marketing, David Wolfe Robert Snyder
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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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Marketers attempts at reaching those over 50
have been miserably unsuccessful. No markets
motivations and needs are so poorly understood.
Peter Francese, founding publisher, American
Demographics
48
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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LEADERSHIP
50
25
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Im always stopping by our storesat least 25
a week. Im also in other places Home Depot,
Whole Foods, Crate Barrel. I try to be a sponge
to pick up as much as I can. Howard
SchultzSource Fortune, Secrets of Greatness
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MBWA Managing By Wandering Around
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I DO PEOPLE
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Les Wexner FROM FASHION TRENDS GURU TO KICKS
FROM PICKING/ DEVELOPING PEOPLE! Limited
Brands founder Les Wexner queried on astounding
longterm growth profitability It happened, he
said, because I got as excited about developing
people as he had been about predicting fashion
trends in his early years.
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1 CEO Failing?
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If I had to pick one failing of CEOs, its
that Co-founder of one of the largest
investment services firms in the USA/world
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If I had to pick one failing of CEOs, its that
they dont read enough.
58
Question Your Judgment(Understatement)
59
For a definitive list of 159 cognitive biases,
see http//en.wikipedia.org/wiki/List_of_cognit
ive_biases (And see Thinking, Fast and Slow, by
Daniel Kahneman)
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Cognitive Biases Behavioral, Social, and Memory

• Conservatism (Bayesian)
• Conservatism or Regressive Bias
• Consistency Bias
• Context Effect
• Contrast Effect
• Cross-race Effect
• Cryptomnesia
• Curse of Knowledge
• Decoy Effect
• Defensive Attribution Hypothesis
• Denomination Effect
• Distinction Bias
• Dunning-Kruger Effect
• Duration Neglect
• Egocentric Bias
• Egocentric Memory Bias
• Empathy Gap
• Endowment Effect
• Essentialism

• Actor-observer Bias
• Ambiguity Effect
• Anchoring or Focalism
• Attentional Bias
• Availability Cascade
• Availability Heuristic
• Backfire Effect
• Bandwagon Effect
• Base Rate Fallacy or Base Rate Neglect
• Belief Bias
• Bias Blind Spot
• Bizarreness Effect
• Change Bias
• Cheerleader Effect
• Childhood Amnesia
• Choice-supportive Bias
• Clustering Illusion
• Confirmation Bias
• Congruence Bias

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Me! (The All Important Development of
Self)
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Being aware of yourself and how you affect
everyone around you is what distinguishes a
superior leader. Edie Seashore
63
The biggest problem I shall ever face the
management of Dale Carnegie. Dale Carnegie,
diary of
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Acknowledgement!
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The deepest principle in human nature is the
craving to be appreciated. William JamesThe
deepest urge in human nature is the desire to
be important. John Dewey
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Employees who don't feel significant rarely make
significant contributions. Mark Sanborn
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2!
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THANK YOU

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Little gtgt Big
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Practicing We-ism
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Observed closely The use of I or We during
a job interview. Source Leonard Berry Kent
Seltman, chapter 6, Hiring for Values,
Management Lessons From Mayo Clinic
72
I am hundreds of times better here than in
my prior hospital assignment because of the
support system. Its like you were working in an
organism you are not a single cell when you are
out there practicing. quote from Dr. Nina
Schwenk, in Chapter 3, Practicing Team
Medicine, from Leonard Berry Kent Seltman,
from Management Lessons From Mayo Clinic
73
R.O.I.R.gtgtR.O.I.
74
RETURN ON INVESTMENT IN RELATIONSHIPS
75
Track Manage your investments in
relationships/your relationships portfolio as
closely as you would track manage budget
numbers.
76
80
77
Spend 80 of your time on alliesfinding and
developing and nurturing allies of every size
and shape is the name of the winning game.
78
POLITICS
79
75 of effective project management is political
mastery! Believe it!
80
XFX 1
81
NEVER WASTE A LUNCH!
82
L XFFRA1 Lunch Cross-Functional
Friction Reduction Agent 1
83
DOWN gtgt UP
84
Loser Hes such a suck-up!Winner
Hes such a suck-down.
85
SUCK DOWN FOR SUCCESS!
86
SUCK DOWN FOR SUCCESS!
87
Body Language
88
Research indicates the pitch, volume, and pace
of your voice affect what people think you said
about five times as much as the actual words you
used. Stanford Business/Spring 2012/on the
work of Prof. Deborah Gruenfeld
89
3
90
I regard apologizing as the most magical,
healing, restorative gesture human beings can
make. It is the centerpiece of my work with
executives who want to get better. Marshall
Goldsmith, What Got You Here Wont Get You
There How Successful People Become Even More
Successful.
91
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. Divorce, loss
of a BILLION aircraft sale, etc., etc.

92
THE PROBLEM IS RARELY/NEVER THE PROBLEM. THE
RESPONSE TO THE PROBLEM INVARIABLY ENDS UP BEING
THE REAL PROBLEM. PERCEPTION IS ALL THERE IS!

93
Comeback (big, quick response) gtgt Perfection
94
With a new and forthcoming policy on apologies
Toro, the lawn mower folks, reduced the average
cost of settling a claim from 115,000 in 1991 to
35,000 in 2008 and the company hasnt been to
trial in the last 15 years!
95
K R P
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Kindness Repeat Business Profit.
97
"Let's not forget that small emotions are the
great captains of our lives." Van Gogh
98
Meetings ROCK! (Make that SHOULD Rock)
99
Complain all you want, but meetings are what
you (boss/leader) do!
100
Meetings are 1 thing bosses do. Therefore, 100
of those meetings EXCELLENCE. ENTHUSIASM.
ENGAGEMENT. LEARNING. TEMPO. WORK-OF-ART. DAMN
IT.
101
Prepare for a meeting/every meeting as if your
professional life depended on it. It does.
102
1 Mouth,2 Ears
103
The doctor interrupts after Source
Jerome Groopman, How Doctors Think
104
18
105
18 seconds!
106
8 of 10 sales presentations fail50 failed
sales presentations talking at before
listening!Susan Scott, Let Silence Do the
Heavy Lifting, chapter title, Fierce
Conversations Achieving Success at Work and in
Life,One Conversation at a Time
107
Suggested Core Value 1 We are Effective
Listenerswe treat Listening EXCELLENCE as the
Centerpiece of our Commitment to Respect and
Engagement and Community and Growth.
108
I always write LISTEN on the back of my hand
before a meeting. Source Tweet viewed
_at_tom_peters
109
100
110
Leaders Communications failure
111
100Your fault!
112
14 14
113
Hiltons Law
114
CONRAD HILTON, at a gala celebrating his career,
was called to the podium and asked, What were
the most important lessons you learned in your
long and distinguished career? His answer
115
Remember to tuck the shower curtain inside the
bathtub.