Tom Peters SeminarM3

Rollercoaster Days: Learning to … Rock & Roll!

IHRSASan Francisco/03.22.2001

“There will be more confusion in the the

business world in the next decade than in any decade in history. And the

current pace of change will only accelerate.”

Steve Case

Part I: Brand InsidePart II: Brand Outside

Part III: Brand Leadership

Brand Inside

Brand Talent: The Great War for Talent

“When land was the productive asset, nations

battled over it. The same is happening now for talented people.”

Stan Davis & Christopher Meyer, futureWEALTH

From “1, 2 or you’re out” [JW] to …

“Best talent in each industry segment to build

best proprietary intangibles” [EM]

Source: Ed Michaels, War for Talent (05.17.00)

“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)

“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)

“AS LEADERS, WOMEN RULE: New Studies find that female managers

outshine their male counterparts on almost

every measure”Title, Special Report, Business Week, 11.20.00

Women and new-economy

management …

The New Economy …

Shout goodbye to “command and control”!

Shout goodbye to hierarchy!

Shout goodbye to “knowing one’s place”!

Women’s Stuff = New Economy Match

Improv skillsRelationship-centric

Less “rank consciousness”Self determinedTrust sensitive

IntuitiveNatural “empowerment freaks” [less

threatened by strong people]Intrinsic [motivation] > Extrinsic

“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 day’s events? Who is

better at keeping in touch with others?”

Source: Selling Is a Woman’s Game: 15 Powerful Reasons Why Women Can Outsell Men, Nicki Joy &

Susan Kane-Benson

“Boys are trained in a way that will make

them irrelevant.”

Phil Slater

Okay, you think I’ve gone tooooo far.

How about this: DO ANY OF YOU SUFFER

FROM TOO MUCH TALENT?

MantraM3

Talent = Brand

What’s your company’s …

EVP?Employee Value Proposition, per Ed Michaels et al., The War for Talent

EVP = Challenge, professional growth, respect, satisfaction, opportunity, reward

[EVP = “The company’s fingerprint” = B.P.]

Source: Ed Michaels et al., The War for Talent

BIG MESSAGE

#1:

No excuses – except

stupidity & laziness - for “average”

talent!

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

“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)

BIG MESSAGE

#2:

Could you be

LEADERS in this “renewal

industry”?

Part I: Brand InsidePart II: Brand Outside

Part III: Brand Leadership

Forces @ Work The Commodity Trap

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 ‘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

Brand OutsideUse E-Commerce to

Re-invent Everything!

“There is no use trying,” said Alice. “One can’t believe impossible things.”

“I daresay you haven’t had much practice,” said the Queen. “When I was

your age, I always did it for half an hour a day. Why, sometimes I’ve

believed as many as six impossible things before breakfast.”

Lewis Carroll

I’net …

… allows you to dream dreams you could never have imagined before!

BIG MESSAGE

#3:

Answer #1 to your [pathetic]

retention rates: I’net-led Connection & Community!

Brand OutsideHealthcare et al.:

Embracing ane-Led Age of

Self-Determination

The control revolution. The potentially monumental shift in

control from institutions to individuals made possible by new technology such as the Internet.

Source: Introduction, The Control Revolution, Andrew Shapiro

“The Web enables total transparency. People with

access to relevant information are beginning to challenge any type of

authority. The stupid, loyal and humble customer, employee, patient

or citizen is dead.”

Kjell Nordstrom and Jonas Ridderstrale, Funky Business

Anne Busquet/ American Express

Not: “Age of the Internet”

Is: “Age of Customer Control”

“Under America’s present health care system, you had

better take charge of your own health, because no one

else is going to do it for you.”

C. Everrett Koop

“It may be the most far-reaching evolution of them all: the metamorphosis of passive patient into consumer – and well-informed,

assertive consumer at that. The defining axiom of traditional medicine – ‘doctor’s

orders’ - is being turned on its head. These days it’s the patients who are armed, the

doctors who must get wired to keep nimble.” “E-health is the new house call.”

Richard Firstman, “Heal Thyself,” On Magazine (04.01)

THE FUTURE: Patients Rule!

Control Over Aging! [M&F Cosmetic Surgery, Viagra] Targeted Therapies = High Expectations The Internet! [meds, expert consultation, info-

knowledge incl. outcome data & own recs, interaction with peers & docs, awareness that experts aren’t]

Alt Therapies! [more visits, some insurer recognition]Awareness [medicine as front-page news, ads]

Boomers! [#s, $$$, Ethos of self-control]Prevention/Wellness

HMO [no-choice] Revolt“Age of Talent” [Be nice, boss!]

Speed! [surgicenters, out-patient, self-admin regimens]

BIG MESSAGE

#4:

Will you lead this patient-centric,

wellness-centric REVOLUTION?

Opportunity: Fitness as Answer to Many Chronic Diseases

Hypertension: 50MArthritis: 37M

Overweight: 100M (58M Obese)LDL>200: 95M

Depression: 17MOsteoporosis: 26M

Lower Back Pain: 18M

Source: IHRSA

Opportunity: Unsaturated Market!

CDC: 03.08.01. 25.4% meet gov’t fitness minimum.

(No change in 90s.) 30%: No exercise at all. Causes: high-stress jobs, 100s of cable

channels, fast food.

Brand Outside

Women Rule!

?????????

Home Furnishings … 94%Vacations … 92%

Houses … 91%Consumer Electronics … 51%

Cars … 60% (90%)All consumer purchases … 83%

Bank Account … 89%Health Care … 80%

????

80+%

Riding Lawnmowers

$4.8T > Japan

9M/27.5M/$3.6T > Germany

New golfers … 37%Basketball … 13.5M

1 in 27 (’70) … 1 in 3 (’96)

1874?

1874 … Jock Strap1977 … Jogbra

1977 ... 25K

1996 … 42M

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

“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.”

Faith Popcorn

“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 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, America’s Competitive Secret

“Women don’t buy

brands. They join them.”

Faith Popcorn, 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 Altan … THIS IS EVEN BIGGER THAN THE

INTERNET!

Tom Peters

BIG MESSAGE

#5:

(1)SHE is

your client! (2) She is

NOT he!

Brand Outside

Welcome to “Old World”!

Subject: Marketers & Stupidity

It’s 18-44, stupid!*

*18-24: XFL

Subject: Marketers & Stupidity

Or is it: “18-44 is stupid,

stupid!”

2000-2010 Stats

18-44: -1%

55+: +21%(55-64: +47%)

Member Growth: 1987 – 1997

18 – 34: 26%35 – 49: 63%

50+: 118%Source: IHRSA

Aging/“Elderly”

$$$$$$$$$$$$“I’m in charge!”

50+

$7T wealth (70%)/$2T annual income50% all discretionary spending

79% own homes40M credit card users

41% new cars/48% luxury/5M auto loans$610B healthcare spending

74% prescription drugs

5% of advertising targets

Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old

Priorities: Aging/“Elderly”

Experiences … Convenience … Comfort

… Access … Respect!

BIG MESSAGE

#6:

(1) I [age 58, >165#, busy] am

your client. (2) I have [all the] $$$$$$$$.

“‘Age Power’ will rule the 21st century

“We are woefully unprepared.”

Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old

Mega-Opportunities: IHRSA

1. The Age Wave Opportunity (78M boomers)

2. The Special Populations Opportunity (chronic health problems)

6. The Health Care Integration Opportunity

Source: 50M-2010: The American Fitness Industry’s Plan for Growth

I don’t think you’re ignoring these three messages. I

think [most of you] are not

OBSESSED with them.

Brand Outside

BRAND POWER!

“WHO ARE YOU [these days] ?”

TP to Client

“Most companies tend to equate branding with the company’s marketing. Design a new marketing

campaign and, voila, 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

Message: REAL Branding is personal. REAL Branding is integrity. REAL

Branding is consistency & freshness. REAL Branding is the answer to WHO

ARE WE? WHY ARE WE HERE? REAL Branding is why I/you/we [all] get out of bed in the morning. REAL Branding can’t be faked. REAL Branding is a systemic, 24/7, all departments,

all hands affair.

“Create a Cause, not a ‘business.’

”Gary Hamel, Fortune (06.00)

“Brand Promise” Exercise: (1) Who Are WE? (1 page, then 25 words.) (2) List

three ways in which we are UNIQUE … to our Clients. (3) Who are THEY (competitors)? (ID, 25 words.)

(4) List 3 distinct “us”/“them” differences. (5) Try “results” on your teammates. (6) Try ’em on a friendly Client. (7) Big Enchilada:

Try ’em on a skeptical Client!

BIG MESSAGE

#7:

Who ARE you? What’s

your CAUSE?

“Let’s make a dent in the universe.”

Steve Jobs