Tom Peters Seminar2000 Distinct or … Extinct OLA San Diego 04Novem ber2000
Distinct or … Extinct Tom Peters Seminar2000 Sun Microsystems San Diego 10 August 2000.
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Transcript of Distinct or … Extinct Tom Peters Seminar2000 Sun Microsystems San Diego 10 August 2000.
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
John Roth’s Dogma [Nortel]
1. Our strategies must be tied to leading-edge customers on the attack.
2. Time cannot be sacrificed for better quality, lower cost, or even better decisions.
3. It doesn’t matter whether you develop or acquire leading technology. Our job is to provide the technology
and products our customers need.4. Success is achieved by leading change,
not waiting for it.5. We are paranoid about our leadership – willing to cannibalize our own products to maintain our edge.
Source: Abridged from The Wall Street Journal (07.25.00)
Headline: “Bank of America to Cut … 10,000 Jobs”
“Middle-level and senior managers are expected to be
the principal targets of the job cutbacks.”
Source: The New York Times (07.29.2000)
90 in 10: The Pincer 5
“Destructive” entrepreneurs
“White Collar Robots”
THE INTERNET! [E.g.: GM + Ford + DaimlerChrysler/Covisint]
Global Outsourcing [E.g.: India, Ireland]
Speed!!
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
Minimum New Work Survival SkillsKit2000
MasteryRolodex Obsession
Finishing SkillsEntrepreneurial Instinct
Mistress of ImprovSense of Humor
Internse Appetite for TechnologyGroveling Before the Young
Embracing “Marketing”Passion for Renewal
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
P.S.1: “In a Web First, Women Are in the Majority”*
Q12000: 50.4% to 49.6%;
“Women and men use the Web differently. Women are more pressed for
time. For them, the Internet is really a productivity tool. … Men tend to spend more time on line just playing around.”
*Headline, USAToday, 08.09, p.1A; Media Metrics/Jupiter Communications
P.S.2: 9/27.5/3.6 > Germany
“Hard to believe … Different criteria”
“Every research study we’ve done indicates that women really care about the relationship with their
vendor.”
Robin Sternbergh/ IBM
“When land was the scarce resource, nations battled
over it. The same is happening now for talented people.”
Stan Davis & Christopher Meyer, futureWEALTH
“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
Dudes With ’Tude“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
Recruit [a/a = 1] Friend [in the Boondocks]
Skip [Flip off] the Hierarchy!Recruit [A]nother Friend!Do Some Cool Shit! Fast!
Surround the Bastards [with WOW WINS/ results]!
Epitaph from Hell … Epitaph from Hell …
Joe T. Jones Joe T. Jones
1942 - 20001942 - 2000
HE WOULDA DONE SOME HE WOULDA DONE SOME
REALLY COOL STUFF REALLY COOL STUFF
BUT …BUT …
HIS BOSS WOULDN’T LET HIM! HIS BOSS WOULDN’T LET HIM!
Culture of Prototyping
“Effective prototyping may be
the most valuable core competence an innovative organization can
hope to have.”
Michael Schrage
“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
“We make over three new product announcements a
day. Can you remember them?
Our customers can’t!”Carly Fiorina
“Our strategies must be tied to leading edge
customers on the attack. If we focus on the defensive
customers, we will also become defensive.”
John Roth, CEO, Nortel
Lucent Tanks!
Cause(s): (1) Listening to BIGGEST, SLUGGISH
customers. (2) Failing to exploit the Web internally or externally
Source: Business Week (08.07.00)
“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
WebWorld = Everything
Web as a way to run your business’ innardsWeb as connector for your entire supply-demand chain Web as “spider’s web” which re-conceives the industry
Web/B2B as ultimate wake-up call to “commodity producers”
Web as the scourge of slack, inefficiency, sloth, bureaucracy, poor customer data
Web as an Encompassing Way of LifeWeb = Everything (P.D. to after-sales)
Web forces you to focus on what you do bestWeb as entrée, at any size, to World’s Best at Everything
as next door neighbor
“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
“This is the end of the pure product era. For instance, car
makers are beginning to understand that the car is a
platform for delivering services that drive the customer
experience.”Carly Fiorina, HP @ Comdex ’99
“Systems Integrators” Unite [And Conquer]
Cisco’s winning strategy
[USAToday 07.11]: “Become the ‘Go-to’ Systems
Provider”
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.”
Defense-Offense: Systems Integration/HVA
Delphi, DanaUnited Technologies
CorningGE
Etc. [Anybody in their right mind!]
E.g. …
GE: boxes [transformers, etc.] to “air traffic controllers of electrons”
UTC/Otis + Carrier: boxes to “integrated building systems”;
P&W, etc.: boxes to major aircraft subsystems
Hospitality World Translation:
You are responsible, in my mind,
for … THE TURNKEY TRAVEL EXPERIENCE … and I don’t discriminate among
who provides what.
Hotel in Las Vegas
MY STAY HAS BEEN LOUSY!
YOUR PROBLEM: A GROTESQUE START. To wit: 1 hour, 7 minutes in an airport cab line @ 10:30 P.M.
(1:30 A.M. EDT)
Brand It! Now, More Than Ever!
“The increasing difficulty in differentiating between products and
the speed with which competitors take
up innovations will assist in the rise and rise of the brand.”
Gillian Law and Nick Grant, Management [New Zealand]
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
Rules of “Radical Marketing”
Love + Respect Your Customers!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)
“Create a Cause, not a ‘business.’ ”
Gary Hamel, Fortune (06.00), on re-inventing a company (Exemplar #1:
Charles Schwab)