ccusaf leadership conference las vegas day 58 of the new millennium
TRANSCRIPT
CCUSAFLeadership Conference
Las Vegas
Day 58 of the New Millennium
Hen scratches @ 37,000 feet …
Microsoft = R.O.W.
Microsoft > GM + Ford + Boeing + Lockheed Martin + Deere + Caterpillar + USX + Weyerhaeuser + Union Pacific + Kodak + Sears + Marriott + Safeway + KelloggSource: Business Week data through 5-99
Microsoft = R.O.W. (II)
Microsoft > GM + Ford Boeing + Lockheed
Martin + Deere + Caterpillar + USX + Weyerhaeuser + Union Pacific + Kodak + Sears + Marriott + Safeway + Kellogg
+ McDonald’s + Bank One + General Mills + American Airlines + United Airlines + + Delta Air Lines + US Airways + Quaker OatsSource: Yastrow Marketing (through 11-23-99)
No Wiggle Room!
“Incrementalism is innovation’s worst
enemy.” Nicholas Negroponte
Just Say No …
“I don’t intend to be known as the ‘King of the
Tinkerers.’ ”CEO, large financial services company
(New York, 5-99)
“It means nothing less than the total
reinvention of this company.”
Jacques’ New New Ford
Ford + MicrosoftFord + Yahoo!Ford + Oracle
Ford + HPEtc.Etc.
“There is probably going to be more confusion in
the business world in the next decade than there has been in any decade
in history.”Steve Case (2-00)
Tom Friedman on Bob Rubin*
No phone on his desk.
Why?
No one to call!
*NGA address/CSPAN/02-27-00
“We are in a
brawl with no rules.”
Paul Allaire
S.A.V.
Bill Parcells’ World:
BLAME NOBODY!EXPECT NOTHING!DO SOMETHING!
NY Post (9/99)
Seminar Y2K
Brand Everything:Distinct or Extinct!
Forget > Learn
“The problem is never how to get new, innovative thoughts into your mind, but how to get old ones out.”
Dee Hock
“It is generally much easier to kill an
organization than change it
substantially.” Kevin Kelly, Out of Control
C.E.O. to
C.D.O.
“Steve Ross had a wonderful philosophy: People get fired for
not making mistakes.”Bob Pittman
The Gales of Creative Destruction
+29M = -44M + 73M
+4M = +4M - 0M
Paradox Redux
Atlanta: +113,600 = #1 metro area
Layoffs [major]: BellSouth, Lockheed, Coca-Cola
Brand Inside
Brand Org!
Brand Outside=
Brand Inside
108 X 5vs.
8 X 1*
* 540 vs. 8
And Now the Equivalent …
White Collar Revolution!
Why are there no books on how to create
a “Cool, Rocking, WOW-producing
Finance Department”?
Department Head
to …
Managing Partner, HR [IS, etc.] Inc.
C.I.O. to
C.E.F.R.N.S.*
*Chief Evangelist For
Really Neat Stuff
[ Words to Live By …
“Hierarchy is an organization with its face
toward the CEO and its ass toward the customer.”
Kjell Nordstrom and Jonas Ridderstrale, Funky Business]
Brand Inside
Brand Work!
“Reward excellent failures. Punish
mediocre successes.”
Phil Daniels, Sydney exec
“You really got to me. So many of our information technology projects take on a life of their own, and I know they’ll never end up as more than ‘mediocre successes.’ ”
CEO, F100 financial services company (10-98)
E.g.: WOW Scale
1. … Dull as dishwater.
5. … Gets the job done.
7. … “Good work!”.
10. … A serious “Braggable”!
Kaiser: 4.15.29
Liberty Ship
2 years
240 days
9 hours
4 days, 15 hours, 29 minutes
Epitaph from Hell …
Joe T. Jones
1942 - 2000
HE WOULDA DONE SOME
REALLY COOL STUFF
BUT …
HIS BOSS WOULDN’T LET HIM!
The greatest dangerfor most of us
is not that our aim istoo high
and we miss it,but that it is
too lowand we reach it.
Michelangelo
Characteristics of the “Also Rans”
“minimize risk” “respect the chain of command” “support the boss” “make budget”
Source: Fortune on “most admired global corporations” (10/26/98)
Brand Inside
Brand You!
DISTINCT … OR EXTINCT!
“If there is nothing very special about your work, no matter how hard you apply yourself, you won’t get noticed and that increasingly means you won’t get paid much, either.”
Michael Goldhaber, Wired
“If one quarter can’t make the journey, that’s the way it
has to be.”
Carly Fiorina (1-00/Forbes)
Personal “Brand Equity” Evaluation
– I am known for [2 to 3 things]; next year at this time I’ll also be known for [1 more thing].
–My current Project is challenging me …– New things I’ve learned in the last 90 days include …–My public “recognition program”
consists of …– Additions to my Rolodex include …
–My resume is discernibly different from last year’s at this time …
R.D.A.
Rate: 15%?, 25%?
Therefore: Formal “Investment
Strategy”/R.I.P.
“When was the last time you asked, ‘What do I want to be?’ ” Sara Ann Friedman, Work Matters
“Everything can be taken from man but one thing: the last of human freedoms - to choose
one’s own attitude in any set of circumstances, to choose
one’s own way.”Victor Frankl, Auschwitz survivor
Brand Inside
Brand Talent!
Issue Y2K
The Great War for Talent!
“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 boundaries for acceptable weirdness have
dramatically expanded.”
Michael Schrage]
Axiom: Never hire anyone without an aberration in their
background. (Find the One Ton Cookie Man!)
The NAESP …
Attributes of Those Who “Made” the 10th Grade History Book
–Committed!–Determined to make a difference!–Focused!–Passionate! –Irrational about their life’s project!–Ahead of their time / Paradigm
busters!–Impatient! / Action Obsessed
Attributes of Those Who “Made” the 10th Grade
History Book –Made lots of people mad!
–Flouted the chain of command!
–Creative / Quirky / Peculiar! / Rebels! / Irreverent!
–Masters of improv / Thrive on chaos / Exploit chaos!
Attributes of Those Who “Made” the 10th Grade History Book
–Forgiveness > Permission
–Bone honest!
–Flawed as the dickens!
– “In touch” with their followers’ aspirations
–Damn good at what they do!
“Conformity is the enemy of freedom
and the jailer of growth.”
J.F.K.
Talent = Brand
Brand Outside
Context:
No “Commodities”!
In the Beginning …
“The audit has become a commodity.”
Big 5 audit partner to TP
“The ‘surplus society’ has a surplus of similar companies, employing similar
people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.”
Kjell Nordstrom and Jonas Ridderstrale, Funky Business
Quality Not Enough!
“While everything may be better, it is also increasingly
the same.”
Paul Goldberger on retail, “The Sameness of Things,” The New York Times
“The numbers [declining market share] don’t lie. Detroit’s single
biggest failure has been its unwillingness to innovate. It is less
risky to simply develop a new version of an existing product than to pioneer
a new category.”
Alex Taylor (Fortune 1-2000)
Driver: In Search of Excellence (’82) to The Circle of Innovation (’97)
A proliferation of [good/niche] products and
[good/niche] competitors
Changing tastes and preferences challenge the leaders [from GM to P&G to Pfizer to Nations Bank to
IBM to HP to … Coca-Cola]
[ E.g. …
Rapidly aging population!Health fanaticism!
Environmental concerns!Freaky independence!
Women rule! ]
“leader of the beverage sector [300 to 2,000 products/
local ‘trend-setter’] as opposed to a soft drink company”
Douglas N. DaftBusiness Week, 28 February 2000
Brand Outside
Strategy 1:
Lead the Customer!
Amen!
“The Age of the Never Satisfied
Customer”Regis McKenna
“Wealth in this new regime flows directly from innovation, not
optimization. That is, wealth is not gained by perfecting the known,
but by imperfectly seizing the unknown.”
Kevin Kelly, New Rules for the New Economy
Good = Bad/ 1 of 30,000
“We are crazy. We should do something when people say it is
‘crazy.’ If people say something is ‘good’, it
means someone else is already doing it.”
Hajime Mitarai, Canon
Benchmarking, Perils of …
“The best swordsman in the world doesn’t need to fear the second best swordsman in the world; no, the person for him to be afraid of is some ignorant antagonist who has never had a sword in his hand before;
he doesn’t do the thing he ought to do, and so the expert isn’t prepared for him; he does the thing he ought not to do and often it catches the expert out and ends
him on the spot.”
Mark Twain
Brand Outside
Strategy 2:Master
E-Commerce!
Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age of Customer Control”
$35,000,000. = ???
Dell’s Web sales … daily
“Where does the Internet rank in priority?
It’s No. 1, 2, 3, and 4.” Jack Welch
Brand Outside
Strategy 3:
It’s the Experience!
“Experiences are as distinct from services as services are from
goods.”Joseph Pine & James Gilmore, The
Experience Economy: Work Is Theater & Every Business a Stage
“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
Safe, On Time and …
“We defined personality as a market niche. We seek to
amuse, to surprise, to entertain.”
Herb Kelleher, Main Man, LUV Airlines
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
Mantra: “Any good can be ing-ed”
the driving experiencethe pumping experience
the sitting experiencethe reading experiencethe washing experiencethe cooking experience
Joseph Pine & James Gilmore, The Experience Economy: Work Is Theater & Every Business a Stage
Rules of Radical Marketing
Love + Respect Your Customers!Just Say No … to Market Research!Hire only Passionate Missionaries!Create a Community of Customers!
Celebrate Craziness!Be insanely True to the Brand!
Sam Hill & Glenn Rifkin, Radical Marketing (e.g., Harley, Virgin, The Dead, HBS, NBA)
Brand Leadership
How Sweet It Is!
“There’s going to be a fundamental change in the
global economy unlike anything we have had since
the cavemen began bartering.”
Arnold Baker, Chief Economist, Sandia National Laboratories
ENTHUSIASM RULES!
“I am a dispenser of enthusiasm.”/ Ben
Zander
Ann Richards’ Dogma
Show up!
Know your message!
PUT YOURSELF AT RISK!
“I’d rather regret the things I have
done than the things I have not.”
Lucille Ball
The Cluetrain Manifesto
Relax!Have a sense of humor!
Find your voice and use it!Tell the truth!Don’t panic!
Enjoy yourself!Be Brave!
Be curious!Play more!
Dream always!Listen up!Rap on!
Paradox No. 1, Circa 2000
TRUST*
*Now … more than ever!
Bill Parcells’ World:
BLAME NOBODY!EXPECT NOTHING!DO SOMETHING!
NY Post (9/99)