Distinct or … Extinct Tom Peters Seminar2000 2000 ASTA World Travel Congress Las Vegas...
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Transcript of Distinct or … Extinct Tom Peters Seminar2000 2000 ASTA World Travel Congress Las Vegas...
Distinct or … ExtinctTom Peters Seminar2000
2000 ASTA World Travel Congress
Las Vegas26September
N.W.O./Auto Mirror per Gentex: Portal for Wireless, Internet, Navigation, Etc.
Cell phones, Voice mail, email, Internet access
Mike Charles. Stanford history
prof. Whirlpool fridge. Out
of 2% milk. Tap keypad on door. Webvan delivers in hours. Next, he sends his
washer an email …Source: Business Week (09.00)
NOW THAT’S 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
The Organization:
Lean, Linked & Electronic
And Now the Equivalent …
White Collar Revolution!
RR on “Assetless” [J.B.] Sara Lee
“The most profitable businesses in the future will act as knowledge brokers, linking insights into what’s available
with insights into the customer’s individual needs
and preferences.”
Advance Paradigm
Data on 165,000,000 prescriptions per year; docs and insurers have access to
records
Reduces med errors; saves $2.88 per scrip [prescribing errors]; docs save
$14,000 per year in review time
Rev in ’99: $2B; $477M in ’98Source: Business Week (09.00)
The Individual:
Distinct … or
Extinct
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
The Problem:
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
Funky Business: “To succeed we must stop being so **!#*+%!
normal. In a winner-takes-all world,
normal = nothing.”
Fighting Back:
Use E-Commerce to Re-invent Everything!
www.cyveillance.com
08.30.2000/1221AM:
2,461,940,629
www.cyveillance.com
09.26.2000/0438AM:
2,661,492,286
27 days, 4 hours, 17 minutes …
+199,551,657
Tomorrow Today: Cisco!
90% of $20B (=$50M/day)
Savings in service and support from customer self-
management: $550M
COMMUNITY SERVICES!/CUSTOMER CONTROL!
Tomorrow Today: Cisco!
90% of $20B; save $550M
C.Sat e >> C.Sat H
Customer Engineer Chat Rooms/Collaborative
Design ($1B “free” consulting) (45,000 customer problems a week solved via
customer collaboration)
Welcome to
D.I.Y. Nation!“Changes in business processes will emphasize self service. Your costs as
a business go down and
perceived service goes up because customers are conducting it
themselves.” Ray Lane, Oracle
Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age of Customer Control”
I Can Immediately …
Shop for $1,000,000 homes or $1.95 office supplies, at best price and with best advisors
Manage all my financial dealingsWork with my doc, or world’s best medical experts, or
humble support groups, on any health issueRecruit talent to help me with any project
Develop professional docs collaboratively, with anyoneShare my ideas with the worldChat with anyone, anywhere
Research anythingTake a course on any topic, from cooking to software
Stay in touch with my 90 year old momPlay a gajillion games to while away the time
Message: One can do [very] sophisticated
stuff on the Web!
“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
“The moral is that in an imperfect world of customer
service, most customers prefer to cut to the chase
and help themselves.”
Adrian Slywotzky & David Morrison, Mercer Consulting
SWA
Simple!!!!!!!!!!!! (customers call because the process is so easy they can’t
believe they’re done)
30% of revenues directly from site (vs. 6% for others)
Source: Business Week (09.00)
Amen!
“The Age of the Never Satisfied
Customer”Regis McKenna
Progressive
“We don’t sell insurance anymore.
We sell speed.” – Peter Lewis
Digital cameras, wireless Net links,
etc.: SOME CLAIMS PAID WITHIN 20 MINUTES!
Source: Business Week (09.00)
Shop in your Underwear
Source: SM’d logo for www.ae.comae = American Eagle Outfitters
“Banking is
necessary. Banks are not.”
Dick Kovacevich, Wells Fargo
“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 ain’t cheap. They are young!)
Don’t cut corners on infrastructure!
Rem: “Age of the Never Satisfied Customer”!
We ain’t seen nothin’ yet!
Fighting Back:
Providing Value-added Services!
B2B
1999 – 2004: 50X
2004: $7.4 TrillionSource: GartnerGroup (per Reuters 1-26-00)
“Net Nips Real Estate Sales Fees”
Headline, p.1B, USAToday 07.05.00*
*Homebytes.com, eHomes.com, YourHomeDirect.com, etc.
Message: “BOX” SELLERS LOSE!
Message: Racing up the V.A. Ladder. Doing More & More … & More & More & More … for/with the Customer and the Supply-Demand Chain!
09.11.2000: HP bids $18,000,000,000
for PricewaterhouseCoopers
Consulting bus! (31,000 bods)
“We want to be the air traffic
controllers of electrons.”
Bob Nardelli, GE Power Systems
Can you ignore, dismiss, and mainly
grouse about air travel & hotels for
the likes of me????
Fighting Back:
It’s the 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
“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
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
“Car designers need to create a story. Every car provides an
opportunity to create an adventure. …“The Prowler makes you smile. Why? Because it’s focused. It has a plot, a
reason for being, a passion.”
Freeman Thomas, co-designer VW Beetle; designer Audi TT
Hmmmm(?): “Only” Words …
StoryAdventure
Smile Focus
PlotPassion
WHAT’S THE [your] PLOT?
PlotWilliams Sonoma = 6 [was 10]
Crate & Barrel = 8Sharper Image = 9+
Smith & Hawken = 8+Vermont Country Store = 8+
Garnet Hill = 9L.L. Bean = 5 [was 9+]
Land’s End = 7+Colonial Williamsburg = ?
Fighting Back:
Women Rule!
$4.8T > Japan
9/27.5/3.6T > Germany
?????????
Home Furnishings … 94%Vacations … 92%
Houses … 91%Bank Account … 89%
Health Care … 75%Etc.
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
Yeow!
1970 … 1%
2002 … 50%
OPPORTUNITY
NO. 1!
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
Weight Watchers International “Model”
“What 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 today’s
skills?”
EVEolution
Speaking of Enormous
[Missed] [Huge] Opportunities ...
Subject: Marketers & Stupidity
It’s 18-44, stupid!
Subject: Marketers & Stupidity
Or is it: 18-44 is stupid, stupid!
2000-2010 Stats
18-44: -1%55+: +21%
(55-64: +47%)
Aging/“Elderly”
$$$$$$$$$$$$“I’m in charge!”
Priorities: Aging/“Elderly”
Experiences … Convenience … Comfort
… Access … Respect!
Fighting Back:
BRAND POWER!
Brand = You Must Care!
“Success means never letting the competition define you. Instead you have to define
yourself based on a point of view you care deeply about.”
Tom Chappell, Tom’s of Maine
“In the funky village, real competition no longer revolves
around marketshare. We are competing for attention –
mindshare and heartshare.”Kjell Nordstrom and Jonas Ridderstrale,
Funky Business
Leadership:
Passion Rules!
“Create a Cause, not a ‘business.’ ”
Gary Hamel, Fortune (06.00), on re-inventing a company (Exemplar #1:
Charles Schwab)
Brand Leadership:ENTHUSIASM RULES!
“I am a dispenser of enthusiasm.”/ Ben
Zander