architects, the aia and the 5 changes tom peters aia/charlotte/05.09.2002
TRANSCRIPT
Architects, the AIA and the 5 Changes
Tom Peters
AIA/Charlotte/05.09.2002
All Slides Available at …
tompeters.comNote: Lavender text in this file is a link.
Prepping for Charlotte:
A week at … 47 Park
Street (With a view
of Grosvenor Square)
THE 5 CHANGES
The world changes.The work changes.The firm changes.
The talent changes.The client changes.
THE WORLD CHANGES.
“There will be more
confusion in the business world in the next decade than in any decade in history. And the current pace of
change will only accelerate.”Steve Case
THE WORK CHANGES.
A White Collar Revolution.
E.g. …
Jeff Immelt: 75% of “admin, back room, finance” “digitalized” in
3 years.
Source: BW (01.28.02)
2010 “Demographics”:
By 2010, full-time workers will be in the
minoritySource: MIT study (28August2000)
New World of Work
< 1 in 10 F500#1: Manpower Inc.
Freelancers/I.C.: 16M-25MTemps: 3M (incl. CEOs & lawyers)
Microbusinesses: 12M-27M
Total: 31M-55MSource: Daniel Pink, Free Agent Nation
“The fundamental unit of the new economy is not the corporation, but the individual. Tasks aren’t assigned and controlled through a stable chain of command but are carried out autonomously by
independent contractors - e-lancers - who join together in fluid and temporary networks to sell goods and services. When the job is done, the network dissolves and its members become independent again, circulating through the economy, seeking the next assignment.”
Thomas Malone and Robert Laubacher
“Ebusiness is about rebuilding the organization from the
ground up. Most companies today are not built to exploit the Internet.
Their business processes, their approvals, their hierarchies, the
number of people they employ … all of that is wrong for running an
ebusiness.”
Ray Lane, Kleiner Perkins
“Suppose – just suppose – that the Web is a new world we’re just beginning to inhabit. We’re like the earlier European settlers in the United States, living on the
edge of the forest. We don’t know what’s there and we don’t know exactly what we need to do to find out: Do we pack mountain climbing gear, desert wear, canoes, or all three? Of course while the settlers may not have
known what the geography of the New World was going to be, they at least knew that there was a geography. The Web, on the other hand, has no
geography, no landscape. It has no distance. It has nothing natural in it. It has few rules of behavior and fewer lines of authority. Common sense doesn’t hold
here, and uncommon sense hasn’t yet emerged.” David Weinberger, Small Pieces Loosely Joined
Consequences for the built
environment: Richter 8.4 Time frame: 10 -
20 years.
E. g.: A low-rise world instead of a high-rise
world (9-11 plays to this as well)? Silicon Valley—or Redmond, RTP—as visual model?
Manhattan? Home offices & virtual collaboration rather than work offices &
physical collaboration? (Gilder vs. Peters/Forbes ASAP.)
“Talk to kids. Watch how they use such
tools as instant messaging, and you can
learn it all. Kids hold the clue to the future of
technology.” John Patrick, ebusiness guru, IBM
THE FIRM CHANGES.
Re-imagining the Professional
Service Firm Model.
The Big Day!
09.11.2000: HP bids
$18,000,000,000for
PricewaterhouseCoopersconsulting business!
“These days, building the best server isn’t enough. That’s the
price of entry.”Ann Livermore, Hewlett-Packard
“We want to be the air traffic
controllers of electrons.”
Bob Nardelli, GE Power Systems
Was: Bunch of Guys Who Make Circuit Breakers Division.
Is: GE Industrial Systems.
Gerstner’s 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).
“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)
“No longer are we only an insurance provider. Today,
we also offer our customers the products and services that help them
achieve their dreams, whether it’s financial security, buying a car, paying
for home repairs, or even taking a dream vacation.”—Martin Feinstein, CEO,
Farmers Group
“VISIONS OF A BRAND-NAME OFFICE EMPIRE. Sam Zell is not a man plagued by self doubt. Mr. Zell controls public
companies that own nearly 700 office buildings in the United States. … Now Mr. Zell says he will
transform the real estate market by turning those REITs into national brands. … Mr. Zell
believes [clients] will start to view those offices as something more than a commodity chosen chiefly by price and location.”—New York Times
(12.16.2001)
Omnicom: 57%
(of $6B) from marketing services
HP. Sun. IBM. GE/PS. GE/IS. (GE/AE. GE/MD.)
UTC. Farmers. Delphi. UPS/ FedEx/ Ryder.
Springs. Omnicom. IDEO. Accenture. Equity Office
Properties. RCI. Etc. Etc.
Message AIA: Eat Or Be Eaten.
PSF’s New “Product”/Bottom Line: The …
ENCOMPASSING EXPERIENCE.
“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
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
“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 that’s not work or home. It’s the place our
customers come for refuge.”Nancy Orsolini, District Manager
“Club Med is more than just a ‘resort’; it’s a means of rediscovering oneself, of inventing an
entirely new ‘me.’ ”
Source: Jean-Marie Dru, Disruption
The “Experience Ladder”
Experiences Services
Goods Raw Materials
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): $10.00
1990: Party @ Chuck E. Cheese (experience economy) $100.00
Message:
“Experience” is the
“Last 80%”
P.S.: “Experience” applies to all work!
Consequences for the built
environment: Richter 8.4 Time frame: 0 - 10
years.
E.g.: Welcome to the Age of Turnkey Lifetime Facilities
Management Service Package [EXPERIENCE!]
Provision? Only Question: Who’s in charge? The Architects? The mega-CAEs?
Accenture et al.? EOP?
“But, Tom, we’re already doing ‘it.’ ”
TP conclusion/question: You offer lots of services
(“hodgepodge” comes to mind”), but do you have a
“coherent experience message” ?????
“They [consumer goods company] have acquired a bunch of products,
which is what everyone is doing. But what’s the point,
the message, the story line, the Big Idea that
makes ‘it’ all hang together?” —Exec, major
consumer goods company
Bonus Rant: “Experience”
and … Architecture
“Experience” = 98% Interior &
Landscaping.
Duh: We “Live”
in interiors.
Enemy No. 1:
Sterile, inhuman
Influences: Jane Jacobs
… Christopher Alexander … Don Norman
“In this book, ‘It won a prize’ is the ultimate insult.” —Don Norman, The Design
of Everyday Things (DN: Prize-worthiness is inversely proportional to live-ability)
It all adds up to …
THE BRAND.
“WHO ARE WE?”
“Most companies tend to equate branding with the company’s marketing. Design a new marketing
campaign and, voilà, you’re 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
“WHAT’S OUR
STORY?”
“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
“Apple opposes, IBM solves, Nike exhorts,
Virgin enlightens, Sony dreams, Benetton
protests. … Brands are not nouns but verbs.”
Source: Jean-Marie Dru, Disruption
“EXACTLY HOW ARE WE
DRAMATICALLY DIFFERENT?”
1st Law Mktg Physics: OVERT BENEFIT (Focus: 1 or 2 > 3 or 4/“One Great Thing.” Source #1: Personal Passion)
2ND Law: REAL REASON TO BELIEVE (Stand & Deliver!)
3RD Law: DRAMATIC DIFFERENCE
Source: Jump Start Your Business Brain, Doug Hall
“WHY DOES MY DD MATTER
TO THE CLIENT?”
“EXACTLY HOW DO I PASSIONATELY CONVEY THAT
DRAMATIC DIFFERENCE TO THE
CLIENT ?”
Arch. Firms (of all sizes):
Woefully Under-
branded.
THE TALENT CHANGES.
Brand = Talent.
“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
“AS LEADERS, WOMEN RULE: New Studies find that female managers
outshine their male counterparts in almost
every measure”Title, Special Report, Business Week, 11.20.00
Women’s 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, America’s Competitive Secret
Pathetic!
63 of 2,500 top earners in F500
8% Big 5 partners
14% partners at top 250 law firms
43% new med students; 26% med
faculty; 7% deans
Source: Susan Estrich, Sex and Power
AIA Firm Survey: Lic. Architects @ Firms: 13%.
Principals & Partners: 12%.
(TP comment: Pathetic Redux!) (Hey, you’re better than plastic surgeons.)
The Cracked Ones Let in the Light
“Our business needs a massive transfusion of talent, and talent, I believe, is most likely to be found
among non-conformists, dissenters and rebels.”
David Ogilvy
“The A students work
for the B students. The
C students run the
business. The D students dedicate the buildings.” —Assertion to Kinko’s founder
Paul Orfalea from his Mom (Fortune/05.13.02)
THE CLIENT CHANGES.
Women
Roar!
?????????
Home Furnishings … 94%Vacations … 92% (Adventure Travel … 70%/ $55B
travel equipment)
Houses … 91%Consumer Electronics … 51%
Cars … 60% (90%)All consumer purchases … 83%
Bank Account … 89%Health Care … 80%
2/3rds working women/50+% working wives > 50%
80% checks61% bills
53% stock (mutual fund boom)
43% > $500K95% financial decisions/
29% single handed
$4.8T > Japan
9M/27.5M/$3.6T > Germany
Women*: (1) Dominate the res. market. (2) Dominate education decision-making. (3) Dominate
health-care decision-making. (4) Dominate the Talent/HR office environment. (5) Own 9M bus.
*Guys still control the factory & mining environment.
Carol Gilligan/ In a Different Voice
Men: Get away from authority, familyWomen: Connect
Men: Self-orientedWomen: Other-oriented
Men: RightsWomen: Responsibilities
FemaleThink/ Popcorn
“Men and women don’t think the same way, don’t communicate the same
way, don’t buy for the same reasons.”
“He simply wants the transaction to take place. She’s interested in
creating a relationship. Every place women go, they make
connections.”
Read This Book …
EVEolution: The Eight Truths of Marketing to Women
Faith Popcorn & Lys Marigold
EVEolution: Truth No. 1
Connecting Your Female Consumers to Each
Other Connects Them to Your Brand
“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
“Women don’t buy
brands. They join them.”
EVEolution
STATEMENT OF PHILOSOPHY: I am a businessperson. An analyst. A pragmatist. The enormous social good of increased women’s
power is clear to me; but it is not my bailiwick. My “game” is haranguing business leaders
about my fact-based conviction that women’s 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 Alto resident … THIS IS EVEN BIGGER THAN
THE INTERNET!
Tom Peters
Ad from Furniture /Today (04.01):“MEET WITH THE EXPERTS!: How
Retailing’s Most Successful Stay that Way”
Presenting Experts: M = 16;
F = ?? (94% = 272)
0
Stupid: “Amazing, now that I think about it. A bunch of
guys --developers, architects, contractors,
engineers, bankers--sitting around designing shopping centers. And the ‘end users’
will be overwhelmingly women!”
Atonement 101: 1. Purchase ticket to symphony … 7:30p.m.
show. 2. Drink three large bottles of water between 3p.m.
and 7p.m. 3. X-dress. 4. Wait in queue at Ladies at
Intermission. 5. Realize what total jerks you are. 6. Seize a
microphone and apologize publicly to every woman in the
hall.
Architecture.
Implication: Women may (TP: Do!?) have a very different concept of the
most important attributes of a facility/ campus/
workspace.
“Today, 80 per cent of objects are
unnecessarily macho. Yet it is plain: The intelligence of a truly
modern society must be feminine. … Apart from a machine pistol, I can’t think of many objects
which actually need to be extravagantly masculine.”
Philippe Starck
“We are culturally groomed … to associate certain
qualities with males and others with females: soft/hard, cool/warm, tough/delicate,
exterior/interior. And these qualities come in and out of favor in design. But in Western
architecture, the association of civilization in general with masculinity and the male body has
been strong and persistent. Modernism, neo-modernism, and minimalism have reinforced this
habit of thought.”—Harvard Design Magazine (Winter/Spring 2002)
Message (?????): Men
cannot design
for women’s needs.
THE 5 CHANGES
The world changes.The work changes. The firm changes.
The talent changes.The client changes.
Thank You!