Orthodontics 2001The Next Odyssey

Tom Peters

Distinct … or Extinct!

5 May 2001/Toronto

“In 25 years, you’ll probably be able to get the

sum total of all human knowledge on a personal

device.”Greg Blonder, VC [was Chief Technical

Adviser for Corporate Strategy @ AT&T] [Barron’s 11.13.2000]

<1000A.D.: paradigm shift: 1000s of years1000: 100 years for paradigm shift

1800s: > prior 900 years1900s: 1st 20 years > 1800s

2000: 10 years for paradigm shift 21st century: 1000X tech change than 20th

century (“the ‘Singularity,’ a merger between humans and computers that is so rapid and profound it represents a rupture

in the fabric of human history”)

Ray Kurzweil, talk april2001

I Believe …

1. Change will accelerate. DRAMATICALLY.2. We will RE-INVENT THE WORLD IN THE NEXT TWO GENERATIONS. (Business … Health Care … Politics … Fundamentals of Human Interaction.)

3. OPPORTUNITIES are matchless. 4. You are either … ON THE BUS … or … OFF THE BUS.5. THIS IS ALL GREAT FUN! I WANT TO PLAY “REVOLUTION”! (And you?)

Organizations Redefined!

White Collar Revolution!

“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

Message: People taking charge of their lives,

taking their lives back from

corporations. (Message: Brand You! CEO, Me Inc.)

The Work Redefined!

The Survivor’s Raw Material …

The WOW Project!

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

What would the “Perfect (Way Cool) Practice,”

circa 2005, look like?

?????“Come up with three

‘Crazy Ideas,’ one of which might

work.”

Fr Timothy Radcliffe, Master of the Dominicans,

to his friars, circa 2001

Talent Rules!

“When land was the productive asset, nations

battled over it. The same is happening now for

talented people.”Stan Davis & Christopher Meyer, futureWEALTH

“Diversity defines the health and wealth of nations in a new century.

Mighty is the mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the

blemished, the rough, the black-and-blue, the mix-and-match – these people are inheriting

the earth. Mixing is the new norm. Mixing trumps isolation. It spawns creativity,

nourishes the human spirit, spurs economic growth

and empowers nations.”

G. Pascal Zachary, The Global Me: New Cosmopolitans and the Competitive Edge

“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

Diversity: TALENT Opportunity.LEADERSHIP Opportunity.

MARKET Opportunity.

The New Marketplace (for Everything):

“Same-Same” Kills!

“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

Stand Out … or … Stand

Down

Standing Out: The Internet Opportunity!

“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”

???????

Impact #1:

Healthcare

“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.”

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

“We’re in the Internet age, and the average

patient can’t email their doctor.”

Donald Berwick, Harvard Med School

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

“The Age of the …

Never Satisfied Customer”

Regis McKenna

“Savior for the Sick”

vs.

“Partner for Good Health”

Source: NPR/VPR 08.15.00

“Health Care” (problem, fix) to

“Health Management” (opportunity, manage,

proactive, Brand You)???

TP’s Empowered Patient (Health Manager) Manifesto:

Brilliant (not “competent”)Partner

On time (to the minute) Fit my insane schedule

(nights, weekends)

Standing Out: We Are Gettin’ Old!

“ ‘Age Power’ will rule the 21st

century.”

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

2000-2010 Stats

18-44: -1%

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

50+

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

79% own homes41% new cars/48% luxury

$610B healthcare spending74% prescription drugs

5% of advertising targetsKen Dychtwald, Age Power: How the 21st

Century Will Be Ruled by the New Old

Message:

OPPORTUNITY!

60>20**Italy, first time in human history

Source: Ken Dychtwald, Age Power

Standing Out: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

Message: Minutely dissect and reconstruct every aspect of the “patient

experience.” (E.g., quit sending cards aimed at 8-year-olds to 28-year-olds)

Standing Out:Brands Matter!

“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

“WHO ARE WE?”

WHAT’S OUR

STORY?

“EXACTLY HOW IS OUR

STORY DIFFERENT?”

“EXACTLY HOW DO I CONVEY THAT STORY/

DIFFERENCE TO THE CLIENT ”

Leadership:

Passion Rules!

Ben Zander: “I am a dispenser of

enthusiasm.”

“It is impossible to claim that all good teachers use similar techniques: some lecture nonstop

and others speak very little; some stay close to their material and others loose the imagination; some teach with the carrot and others with the stick. But in every instance, good teachers share one trait: a strong sense of personal identity infuses their work. ‘Dr. A is really there when he teaches.’ ‘Mr. B has such enthusiasm for his subject.’ You can tell

that this is really Prof. C’s life.’ ”

Parker Palmer, The Courage to Teach

“Let’s make a dent in the universe.”

Steve Jobs