The (Imperative) The (Imperative)

PSF++PSF++

Solution*Solution*Tom Peters/23 February 2015Tom Peters/23 February 2015

*PSF/Professional Service Firm*PSF/Professional Service Firm

THE WORK MATTERS

The Professional Service Firm50: Fifty Ways to The Professional Service Firm50: Fifty Ways to Transform Your “Department” into a Transform Your “Department” into a Professional Service Firm Whose Trademarks Professional Service Firm Whose Trademarks are Passion and Innovation! are Passion and Innovation!

The Project50: Fifty Ways to Transform Every The Project50: Fifty Ways to Transform Every “Task” into a Project That Matters! “Task” into a Project That Matters!

The Brand You50: Fifty Ways to Transform The Brand You50: Fifty Ways to Transform Yourself from an “Employee” into a Brand That Yourself from an “Employee” into a Brand That Shouts Distinction, Commitment, and Passion!Shouts Distinction, Commitment, and Passion!

After a recent presentation at the Auckland Business School, I was asked a pointed question—and flubbed the answer. I was asked if my emphasis on “people-development-first” amounted to keeping unnecessary workers on the payroll. I said of course not—and stopped there. Whoops! That stopping point (no “make work”) has in fact been my starting point since 1999, when I published a 3-book series we called “The Work Matters”:

The Professional Service Firm50: Fifty Ways to Transform Your “Department” into a Professional The Professional Service Firm50: Fifty Ways to Transform Your “Department” into a Professional Service Firm Whose Trademarks are Passion and Innovation! Service Firm Whose Trademarks are Passion and Innovation!

The Project50: Fifty Ways to Transform Every “Task” into a Project That Matters! The Project50: Fifty Ways to Transform Every “Task” into a Project That Matters!

The Brand You50: Fifty Ways to Transform Yourself from an “Employee” into a Brand That Shouts The Brand You50: Fifty Ways to Transform Yourself from an “Employee” into a Brand That Shouts Distinction, Commitment, and Passion!Distinction, Commitment, and Passion!

At about the same time (actually Y2K), I had outrageously written in a Time magazine cover story, “I believe that ninety percent of white-collar jobs in the U.S. will be either destroyed or altered beyond recognition in the next 10 to 15 years.”

That doesn’t look so outrageous today. E.g., consider this headline from the 11 NOV 2014 Telegraph (UK), “Ten Million Jobs at Risk from Advancing Technology: Up to 35% of Britain’s jobs will be eliminated by new computing and robotics technology over the next 20 years, say experts from Deloitte and Oxford University.”

So the idea, then, in an oversimplified nutshell, is to avoid professional and organizational extinction—and in fact pursue growth—by vaulting up the value added chain. Become a remarkable “brand you” performing 100% value-added “wow projects” in an organizational unit transformed into an innovative “professional service firm”—e.g., devoted to applying intellectual capital to the organization’s products and services. (The overall “home” organization, per my model, seeks differentiation by becoming a “collection of integrated professional service firms.”)

As you will see below, many are on this road. Consider this, for example, from a recent Economist story: “Rolls-Royce now earns more from tasks such as managing clients’ overall procurement strategies and maintaining aerospace engines it sells than it does from making them.”

There is more than one path to salvation in the face of exponential technology change—but whatever the path, it will require in some form or other adding new “soft services” value—and transforming oneself into a distinguishable (specialist/growth-obsessed/brand you) professional.

Or so I believe. (Wish I’d said all that in the first place.)

DestructionDestruction

““The root of our problem is The root of our problem is not that we’re in a Great Recessionthat we’re in a Great Recession

or a Great Stagnation, but ratheror a Great Stagnation, but rather that we are in the early that we are in the early

throes of a throes of a Great Restructuring. .

Our technologies are racing ahead,Our technologies are racing ahead, but our skills and organizationsbut our skills and organizations

are lagging behind.”are lagging behind.”

Source:Source: Race AGAINST the Machine, Race AGAINST the Machine, Erik Brynjolfsson and Andrew McAfeeErik Brynjolfsson and Andrew McAfee

“Ten Million Jobs at Risk from Advancing Technology: Up to 35 percent of Britain's

jobs will be eliminated by new computing and robotics technology over the next 20

years, say experts [Deloitte/Oxford

University].” —Headline, —Headline, TelegraphTelegraph (UK), (UK), 11 11 NovemberNovember 20142014

“Software is eating the world.” —Marc Andreessen

““I believe that ninety I believe that ninety percent of white-collarpercent of white-collar jobs in the U.S. will be jobs in the U.S. will be

either destroyed or altered either destroyed or altered beyond recognition in the beyond recognition in the

next 10 to 15 years.”next 10 to 15 years.”

——Tom PetersTom Peters (22 May 2000/cover/(22 May 2000/cover/TimeTime magazine) magazine)

Jobs—Including high-pay white collar jobs—are Jobs—Including high-pay white collar jobs—are evaporating; and the evaporation rate will only evaporating; and the evaporation rate will only accelerate in the years ahead.accelerate in the years ahead.

The The (ENORMOUS)(ENORMOUS) “Services “Services

Added” Added” OpportunityOpportunity

““You are headed You are headed for commodity for commodity

hell if you don’t hell if you don’t have services.”have services.”—Lou Gerstner, on IBM’s coming revolution (1997)—Lou Gerstner, on IBM’s coming revolution (1997)

How do you hold onto jobs—or increase them in How do you hold onto jobs—or increase them in the face of these staggering forces of the face of these staggering forces of contraction? How do you survive—or thrive—in contraction? How do you survive—or thrive—in general? One way, perhaps the best way, is to general? One way, perhaps the best way, is to pursue a “services added” growth strategy—pursue a “services added” growth strategy—which happens to also be (more or less) which happens to also be (more or less)

“people intensive”—“people intensive”—assumingassuming those those people embrace the 21people embrace the 21stst century rather than try century rather than try to hold on to the 20to hold on to the 20thth. .

““Rolls-RoyceRolls-Royce now earns now earns

moremore from tasks from tasks

such as managing clients’ such as managing clients’ overall procurement overall procurement

strategies and maintaining strategies and maintaining aerospace engines it sells aerospace engines it sells than it does from making than it does from making

them.” them.” —Economist—Economist

Engines—to engine Engines—to engine andand aircraft services. aircraft services.Or, perhaps, aircraft services and, uh, engines Or, perhaps, aircraft services and, uh, engines too? too?

(FYI: In my view, this, especially writ large, is (FYI: In my view, this, especially writ large, is

pretty damned extraordinarypretty damned extraordinary!!))

IBIBMMtoto

IIBBMM

$55B*$55B**IBM Global Services/*IBM Global Services/

“Systems integrator of choice”“Systems integrator of choice”

““Never mind computers Never mind computers and tech services. and tech services.

IBM’s radical new focus IBM’s radical new focus is on revamping is on revamping

customers’ operationscustomers’ operations—and running them.”—and running them.”

—Headline/ BW—Headline/ BW

PlanetarPlanetary y RainmakerRainmaker--inin--ChiefChief!!

“ “ [Former][Former] CEO Sam Palmisano’s CEO Sam Palmisano’s strategy is to expand tech’s strategy is to expand tech’s borders by pushing users—borders by pushing users—

and entire industries—and entire industries—towardtoward radicallradically y differentdifferent businessbusiness modelsmodels.. The payoff for IBM would be The payoff for IBM would be

access to an ocean of revenue—Palmisano access to an ocean of revenue—Palmisano

estimates it atestimates it at $$500500 billionbillion aa y yearear ——that technology companies have never that technology companies have never

been able to touch.”been able to touch.” ——FortuneFortune

IBM/ibM/iBmIBM/ibM/iBm … is the poster child of this … is the poster child of this “movement.” In the early ’90s, new CEO Lou Gerstner was “movement.” In the early ’90s, new CEO Lou Gerstner was ordered by the board to break up the company. Before ordered by the board to break up the company. Before complying, he made a round-the-world customer tour. He complying, he made a round-the-world customer tour. He discovered that his customers were not by and large discovered that his customers were not by and large dissatisfied with IBM’s products—dissatisfied with IBM’s products—thetheyy were u were uppset that set that their vast arratheir vast arrayy of IBM of IBM pproducts had not been interoducts had not been integgrated rated in a wain a wayy that allowed the client to achieve that allowed the client to achieve ppromised romised enterenterpprise-wide gains in business effectivenessrise-wide gains in business effectiveness. .

Gerstner found a small extant consulting unit—and recast Gerstner found a small extant consulting unit—and recast it as IBM Global Services; it’s goal was to use the new it as IBM Global Services; it’s goal was to use the new tools to enable no less than total enterprise tools to enable no less than total enterprise transformation. In surprisingly short order, Global transformation. In surprisingly short order, Global

Services became the dog that wags the tail— a Services became the dog that wags the tail— a $50 $50 billion++billion++ unit, essentially the world’s largest unit, essentially the world’s largest consultancy/“professional services firm,” that indeed consultancy/“professional services firm,” that indeed assists re-imagining/re-inventing/re-positioning their assists re-imagining/re-inventing/re-positioning their entire firm!entire firm!

(As to the IB(As to the IBMM on the slide—the on the slide—the “M”“M” /machine is now more or /machine is now more or

less secondary—and the less secondary—and the “B”“B” as in “the business of as in “the business of business transformation” is primary.)business transformation” is primary.)

Huge:Huge: “Customer “Customer

SatisfactionSatisfaction with with product/Service” product/Service”

to to

“CUSTOMER “CUSTOMER SUCCESSSUCCESS””

“ ‘“ ‘Results’ are Results’ are measured by the measured by the

successsuccess of all those of all those who have purchased who have purchased

your product or your product or service”service” —Jan Gunnarsson & Olle —Jan Gunnarsson & Olle

Blohm, Blohm, The Welcoming LeaderThe Welcoming Leader

““Customer Satisfaction” to “Customer Customer Satisfaction” to “Customer

Success”:Success”: “We’re getting better “We’re getting better at at [Six Sigma quality improvement][Six Sigma quality improvement] every day. every day.

But we really need to think But we really need to think about the customer’s about the customer’s

profitability: profitability: Are Are customers’ bottom customers’ bottom

lines really benefiting lines really benefiting from what we from what we

provide themprovide them?” ?” —Bob Nardelli, —Bob Nardelli,

then chief of then chief of GE Power SystemsGE Power Systems

The (Revised/Extended) Value-added LadderThe (Revised/Extended) Value-added Ladder

Game-changing SolutionsGame-changing Solutions//Business AdvantageBusiness Advantage

Great Customer ExperiencesGreat Customer ExperiencesService EmphasisService Emphasis

Manufactured GoodsManufactured Goods Raw Materials Raw Materials

Nothing wrong with “satisfied customers.”Nothing wrong with “satisfied customers.”

But as competition heats up we must simply do But as competition heats up we must simply do more (and more and more) for our customers—more (and more and more) for our customers—go go the next powerful step and declare ourselves the next powerful step and declare ourselves unhappy until the customer becomes unhappy until the customer becomes successfulsuccessful as a as a result of having associated with us. result of having associated with us.

This is the new strategic battlefield—as This is the new strategic battlefield—as demonstrated not only for an IBM, which was simply demonstrated not only for an IBM, which was simply expanding its conventional charter, but for Rolls expanding its conventional charter, but for Rolls Royce aircraft engines where extended services Royce aircraft engines where extended services marks a radical departure from the past.marks a radical departure from the past.

Core Mechanism:Core Mechanism: “Game-changing Solutions”“Game-changing Solutions”

PSFPSF (Professional Service Firm “model”/The Organizing Principle)(Professional Service Firm “model”/The Organizing Principle)

++

Brand YouBrand You(“Distinct” or “Extinct”/The Talent) (“Distinct” or “Extinct”/The Talent)

++

Wow! ProjectsWow! Projects (“Good work” vs. “Wow”/The Work) (“Good work” vs. “Wow”/The Work)

Reminder: The model championed by this Reminder: The model championed by this presentation.presentation.

UUPPSS toto

UPUPSS

What Can What Can Brown DoBrown Do for You? for You?

Source: ubiquitous UPS ad campaignSource: ubiquitous UPS ad campaign

““UPS used to be a trucking UPS used to be a trucking

company with technology.company with technology. Now Now it’s it’s

a technoloa technologygy comcomppananyy with with

truckstrucks.”.” —Forbes—Forbes

““It’s all about It’s all about

solutionssolutions. We talk with . We talk with customers about how to run customers about how to run

better, stronger, cheaper better, stronger, cheaper supply chains. We have supply chains. We have

1,000 engineers who work 1,000 engineers who work with customers …”with customers …”

—Bob Stoffel, UPS senior exec—Bob Stoffel, UPS senior exec

““Big Brown’s New Bag: UPS Big Brown’s New Bag: UPS Aims to Be the Traffic Manager Aims to Be the Traffic Manager for Corporate America”for Corporate America” —Headline/—Headline/BWBW

“UPS wants to take over the “UPS wants to take over the sweet spot in the endless loop sweet spot in the endless loop

of goods, information and of goods, information and capital that all the packages capital that all the packages [it [it

moves]moves] represent.” represent.” —ecompany.com —ecompany.com

Growth driver flips: From packages (“P”) to Growth driver flips: From packages (“P”) to integrated logistics/supply chain services (“S”) integrated logistics/supply chain services (“S”) including physical delivery.including physical delivery.

““THE GIANT STALKING BIG OIL: THE GIANT STALKING BIG OIL:

How How SchlumberSchlumberggerer Is Rewriting the Rules of the Is Rewriting the Rules of the

Energy Game.”:Energy Game.”: “IPM [Integrated “IPM [Integrated Project Management] strays from Project Management] strays from [Schlumberger’s] traditional role [Schlumberger’s] traditional role as a service provider and moves as a service provider and moves

deeper into areas once dominated deeper into areas once dominated by the majors.”by the majors.”

Source: Source: BusinessWeekBusinessWeek cover story, January 2008 cover story, January 2008

IPM’s Chief:IPM’s Chief: “We’ll do “We’ll do just about anything just about anything

an oilfield owner an oilfield owner would want, from would want, from

drilling to drilling to production.”production.”

MasterCard MasterCard AdvisorsAdvisors

Master Card’s consultancy wants to run Master Card’s consultancy wants to run substantial portions of, say, bankers’ back substantial portions of, say, bankers’ back office activity—and in the process abet no office activity—and in the process abet no less than operational transformation. Not less than operational transformation. Not unlike IBM, top MasterCard execs can unlike IBM, top MasterCard execs can imagine “Advisors” becoming no less than imagine “Advisors” becoming no less than that new dog that wags yesterday’s tail.that new dog that wags yesterday’s tail.

Medtronic:Medtronic: An oceanic An oceanic shift from sophisticated shift from sophisticated medical devices medical devices (which are to (which are to

some extent becoming commoditized)some extent becoming commoditized) to to taking advantage of in-taking advantage of in-hospital relationships to hospital relationships to make incursions into the make incursions into the

hospital services hospital services management business.management business.

UTC/Otis + UTC/Carrier:UTC/Otis + UTC/Carrier: boxes* boxes* to “integrated to “integrated

building building systems”systems”

*elevators, air conditioners*elevators, air conditioners

I. LAN Installation Co. (3% local market share)

II. Geek Squad. (30% local market share with name change.)

III. Acquired by Best Buy.

IV. FLAGSHIP OF BEST BUYFLAGSHIP OF BEST BUY WHOLESALE “SOLUTIONS” WHOLESALE “SOLUTIONS”

STRATEGY MAKEOVER. STRATEGY MAKEOVER.

The local (Greater Minneapolis) LAN The local (Greater Minneapolis) LAN Installation Co. had a 3% market share in Installation Co. had a 3% market share in its area of business. Helped by the its area of business. Helped by the “experience marketing” gurus, Pine and “experience marketing” gurus, Pine and Gilmour, LAN changed its name to “The Gilmour, LAN changed its name to “The Geek Squad”—and watched market share Geek Squad”—and watched market share soar to 30%. It also began to do some work soar to 30%. It also began to do some work for Minneapolis-based electronics retailer for Minneapolis-based electronics retailer Best Buy. Best Buy.

Eventually giant Best Buy bought the Geek Eventually giant Best Buy bought the Geek Squad—and made the GS’s Squad—and made the GS’s

“customer success”“customer success” philosophy the epicenter of Best Buy’s philosophy the epicenter of Best Buy’s overall market positioning.overall market positioning.

California Closets: California Closets: “a “a whole-life upgrade, not whole-life upgrade, not just a tidy bedroom.”just a tidy bedroom.”

Source: Source: WSJ, “Why the Container-WSJ, “Why the Container-Store Guy Wants to Be Your Therapist”Store Guy Wants to Be Your Therapist”

“ ‘“ ‘Architecture’ is becomingArchitecture’ is becoming a commodity. Winners a commodity. Winners

will be will be ‘‘Turnkey Turnkey Facilities Facilities

Management’ Management’ providers.”providers.”

—Exec/SMPS/Society for the Management of Professional Services Exec—Exec/SMPS/Society for the Management of Professional Services Exec

IDEO’s ProgressionIDEO’s ProgressionProduct Design Product Design toto

Product Design Training Product Design Training toto

Corporate Innovation/Corporate Innovation/Culture Training/ConsultingCulture Training/Consulting

IDEO is a lot smaller than IBM. But the progression IDEO is a lot smaller than IBM. But the progression has been about the same—at the same time. Twenty has been about the same—at the same time. Twenty years ago IDEO sat atop or near the top of product years ago IDEO sat atop or near the top of product design firms. Their issue was not a business design firms. Their issue was not a business problem—but responding to continued requests by problem—but responding to continued requests by clients to teach them “The IDEO Way” of design. clients to teach them “The IDEO Way” of design. IDEO did just that. But as their clients viewed IDEO’s IDEO did just that. But as their clients viewed IDEO’s string of successes, they became interested in yet a string of successes, they became interested in yet a higher order issue—IDEO’s approach to innovating higher order issue—IDEO’s approach to innovating per se.per se.

Next thing you knew, IDEO was “doing an IBM”—Next thing you knew, IDEO was “doing an IBM”—systemic work with giant enterprises on the overall systemic work with giant enterprises on the overall process of innovation.process of innovation.

Q.E.D.Q.E.D.

Era #1/Obvious ValueEra #1/Obvious Value: “Our ‘it’ works, : “Our ‘it’ works, is delivered on time” (“Close”)is delivered on time” (“Close”)

Era #2/Augmented ValueEra #2/Augmented Value: : “How our “How our ‘it’ can add value—a ‘useful it’ ” ‘it’ can add value—a ‘useful it’ ”

(“Solve”)(“Solve”)

Era #3/Complex Value NetworksEra #3/Complex Value Networks: : “How “How our ‘system’ can change you and our ‘system’ can change you and

deliver deliver ‘BUSINESS ADVANTAGE’‘BUSINESS ADVANTAGE’” ” (“Culture-Strategic change”)(“Culture-Strategic change”)

Source: Jeff Thull, Source: Jeff Thull, The Prime Solution: Close the Value Gap,The Prime Solution: Close the Value Gap, Increase Margins, and Win the Complex Sale Increase Margins, and Win the Complex Sale

““The business of selling is not just about The business of selling is not just about matching viable solutions to the customers matching viable solutions to the customers

that require them.that require them. It’s equally It’s equally about managing the change about managing the change process the customer will process the customer will

need to go through to need to go through to implement the solution and implement the solution and achieve the value promised achieve the value promised by the solution.by the solution. One of the key One of the key

differentiators of our position in the market differentiators of our position in the market is our attention to managing change and is our attention to managing change and making change stick in our customers’ making change stick in our customers’

organization.”organization.” —Jeff Thull, —Jeff Thull, The Prime Solution: Close the Value Gap, Increase The Prime Solution: Close the Value Gap, Increase

Margins,Margins, and Win the Complex Sale and Win the Complex Sale

Nobody said it was easy! High-level strategic Nobody said it was easy! High-level strategic re-orientation to the delivery of high-level re-orientation to the delivery of high-level professional services is a “new world order” professional services is a “new world order”

for most firms—for most firms—10X10X harder than they harder than they

imagined. (Just ask McKinsey.)imagined. (Just ask McKinsey.)

Universal Value Added:Universal Value Added:

The The PSFPSF Solution Solution

(or bust)(or bust)

Core Mechanism:Core Mechanism: “Game-changing Solutions”“Game-changing Solutions”

PSFPSF (Professional Service Firm “model”/The Bedrock Organizing Principle)(Professional Service Firm “model”/The Bedrock Organizing Principle)

++

Brand YouBrand You(“Distinct” or “Extinct”/The Talent) (“Distinct” or “Extinct”/The Talent)

++

Wow! ProjectsWow! Projects (“Good work” vs. “Wow”/The Work)(“Good work” vs. “Wow”/The Work)

The Professional Service Firm50: Fifty The Professional Service Firm50: Fifty Ways to Transform Your “Department” Ways to Transform Your “Department” into a Professional Service Firm Whose into a Professional Service Firm Whose

Trademarks are Passion and Innovation! Trademarks are Passion and Innovation!

“ ‘Disintermediation’ is overrated. Those who fear disintermediation should in fact be afraid of

irrelevance—disintermediation is just another way

of saying that … you’ve become

irrelevant to your customers.”

—John Battelle/Point/Advertising Age/07.05

““A bureaucrat is A bureaucrat is an expensive an expensive microchip.”microchip.”

——Dan Sullivan, consultant and executive coachDan Sullivan, consultant and executive coach

BFO 28:BFO 28: While on the topic of … WOW: While on the topic of … WOW: White collar work is by and large ticketed to fall prey to White collar work is by and large ticketed to fall prey to artificial intelligence/eye-popping algorithms as well as artificial intelligence/eye-popping algorithms as well as globalization. Stand there and take it on the chin?globalization. Stand there and take it on the chin?NO.NO.My answer/1999 book/My answer/1999 book/The Professional Service Firm 50The Professional Service Firm 50::

CONVERT EVERY “DEPARTMENT”/ “UNIT” CONVERT EVERY “DEPARTMENT”/ “UNIT” (AND YOURSELF) INTO A FULL-FLEDGED … (AND YOURSELF) INTO A FULL-FLEDGED … “PSF”/PROFESSIONAL SERVICES FIRM … “PSF”/PROFESSIONAL SERVICES FIRM …

WHOLLY DEDICATED TO … WHOLLY DEDICATED TO … EXCELLENCEEXCELLENCE & & WOWWOW & & ADDINGADDING SKYSCRAPINGSKYSCRAPING VALUEVALUE TO THEIR/ YOUR CUSTOMERS’ TO THEIR/ YOUR CUSTOMERS’ (USUALLY INTERNAL CUSTOMERS) ACTIVITIES.(USUALLY INTERNAL CUSTOMERS) ACTIVITIES.Why not?Why not?There is no good reason not to proceed in this direction There is no good reason not to proceed in this direction within the fortnight!within the fortnight!

““Staff Departments” per se are … DOOMED. Staff Departments” per se are … DOOMED. Either gone or going. Either gone or going.

FAST. FAST.

An (An (the?the? ) answer: Value Added Services.* ) answer: Value Added Services.* (*Saves jobs. Adds jobs! Adds value per se. An [the?] engine of growth.)(*Saves jobs. Adds jobs! Adds value per se. An [the?] engine of growth.)

WHAT ELSE?WHAT ELSE?

Format: A de facto/de jure/profit-making … Format: A de facto/de jure/profit-making …

PSF/Professional Services FirmPSF/Professional Services Firm

Sarah:Sarah: “ Mom, what “ Mom, what do you do?” do you do?”

Sarah:Sarah: “ Mom, what do you do?”

MomMom:: ““I’m ‘overhead’—the ‘bureaucrat’ who runs the ‘cost center’ called ‘Human Resources.”

Yup, hard-working hyper-professional thrice-Yup, hard-working hyper-professional thrice-promoted Mom is referred to as a promoted Mom is referred to as a “cost center”“cost center” or or “overhead”“overhead” … or worse. … or worse.

She is, thence, a CDC/Certified Drag on the She is, thence, a CDC/Certified Drag on the Corporation Corporation andand corporate earnings. corporate earnings.

What the hell, let’s outsource her. At least the “cost What the hell, let’s outsource her. At least the “cost center” will cost a little less.center” will cost a little less.

Or …Or …

Department Head/“Cost center”/“Overhead” to …

MANAGINMANAGING G

PARTNERPARTNER, , HRHR (IS, R&D, etc.) INCINC..

Mom:Mom: “Anne, my human “Anne, my human resources team/PSF are resources team/PSF are the ‘the ‘Rock Stars of the Age Rock Stars of the Age

of Talent.’ We drive our of Talent.’ We drive our division’s strategic success. division’s strategic success.

And also sell some of our And also sell some of our services to our customers’ services to our customers’

organizations.”organizations.”

But mom and her group—But mom and her group—properly properly conceivedconceived—ought to be, in an Age of —ought to be, in an Age of Intellectual Capital (and it is just that), the Intellectual Capital (and it is just that), the primary engine of value added. primary engine of value added.

WHITE-COLLAR SURVIVAL STRATEGY #1: WHITE-COLLAR SURVIVAL STRATEGY #1: Department as Smallish/Entrepreneurial Department as Smallish/Entrepreneurial

BUSINESSBUSINESS

E.g.:E.g.: Training Inc. Training Inc., a 14-, a 14-person unit* in a 50-person person unit* in a 50-person HR department in a $200M HR department in a $200M

business unit in a $3B business unit in a $3B corporation—aiming for corporation—aiming for

Excellence & WOW!Excellence & WOW!

**PSFPSF// Professional Service Firm (See my …Professional Service Firm (See my …

Professional Service Firm 50: Fifty Ways to Transform Your “Department” Professional Service Firm 50: Fifty Ways to Transform Your “Department” Into A Professional Service Firm Whose Trademarks Are Passion and Into A Professional Service Firm Whose Trademarks Are Passion and

Innovation.Innovation.))

And on it goes. One of CEO HR Inc./Mom’s And on it goes. One of CEO HR Inc./Mom’s team leaders heads up training. And his team leaders heads up training. And his “training department” turned “training “training department” turned “training company” is de facto or de jure a PSF company” is de facto or de jure a PSF within a PSF. within a PSF.

Iron Innovation Equality Law:Iron Innovation Equality Law: The The Quality and Quantity and Quality and Quantity and

ImaginativenessImaginativeness of Innovation (and “R & D” of Innovation (and “R & D” per se) … per se) … shall be the same shall be the same in all functionsin all functions —e.g., in HR and —e.g., in HR and purchasing as much as in marketing or purchasing as much as in marketing or

product development.*product development.*

FYI: These “departments” turned “PSFs” are FYI: These “departments” turned “PSFs” are the real deal. Their innovation “score” should the real deal. Their innovation “score” should be as high as that of the folks in New Product be as high as that of the folks in New Product Development. Hence, these “PSFs” should have Development. Hence, these “PSFs” should have

… … FORMALFORMAL … R&D budgets and … R&D budgets and programs.programs.

Date: Date: September 2013September 2013Location:Location: Chicago ChicagoClient:Client: 500 law-firm partners from 500 law-firm partners from a single Firma single Firm

Complaint:Complaint: “Legal practice becoming commoditized”// “big “big clients clients cuttincutting g costscosts, bringing the , bringing the work work insideinside,” “more and more ,” “more and more comcomppetitive bidetitive bid situations” situations”

Yup. Yup. Lawyers, too.Lawyers, too.

PSF Transformation: Credit Department/Trek

Was Is

Credit Dept Financial ServicesFinancial Services

Hammer on dealers until Make dealers successful so Make dealers successful so they pay. thetheyy CAN pa CAN pay.y.

AR sold to 3rd party Trek is the commercial financialTrek is the commercial financialcommercial co. CompanyCompany

23 employees 12 employees12 employees

Oversee peak AR of $70M Oversee peak AR of $160MOversee peak AR of $160M

Identify risky dealers Identify opportunitiesIdentify opportunities

Cost Center Profit CenterProfit Center

No products Products: Consulting, MC/Visa,Products: Consulting, MC/Visa, Stored value of gift cards, Gift cardStored value of gift cards, Gift card peripherals, Online paymentsperipherals, Online payments

Source: John Burke/0330.06

Trek, the bike folks, adopt the “PSF Model.”Trek, the bike folks, adopt the “PSF Model.”

“Typically in a mortgage company or financial services company, ‘risk

management’ is an overhead, not a revenue center. We’ve become more

than that. We pay for ourselves, and we

actually make money for the company.”

—Frank Eichorn, Director of Credit Risk Data Management Group, Wells Fargo Home Mortgage (Source: sas.com)

HCare CIOHCare CIO: : “Technology Executive” (workin’ in a hospital)(workin’ in a hospital)

Or/to:Or/to: Full-scale, Full-scale, AccountableAccountable (life or death)(life or death)

Member-Partner of XYZ Member-Partner of XYZ Hospital’s Hospital’s Senior Senior

HealinHealingg-Services Team-Services Team (who happens to be a techie)(who happens to be a techie)

I pitched this hard at a hospital CIOs I pitched this hard at a hospital CIOs conference a few years ago.conference a few years ago.

I said, among other things, that CIOs should I said, among other things, that CIOs should be given full bore Patient Safety Evaluationsbe given full bore Patient Safety Evaluations—e.g.:—e.g.:

Did buggy software cause or Did buggy software cause or contribute to deleterious contribute to deleterious effects on patients from effects on patients from medications errors? medications errors?

Fleet ManaFleet Managgerer

Rolling Stock CostRolling Stock Cost Minimization Officer Officer

vs/orvs/or

Chief of Fleet LifetimeChief of Fleet Lifetime Value Value Maximization

Strategic Supply-chain Executive Supply-chain Executive

Customer Customer Experience Director Director (via drivers, etc.)(via drivers, etc.)

Photographer: Louise Roach

No limits: PSFs come in every flavor. Wouldn’t you No limits: PSFs come in every flavor. Wouldn’t you call a solo trucker adding innovative services for his call a solo trucker adding innovative services for his clients and operating out of a magnificent self-clients and operating out of a magnificent self-designed Big Rig a PSF?designed Big Rig a PSF?

I would and do.I would and do.

Are you/your (formerly) “departmental” gang (turned

PSF) the, say, division’s …

““PrinciPrincippal al EnEnggineine of of (hardnosed) (hardnosed)

ValueValue AddedAdded”?”?

Big Idea:Big Idea: “Corporation” “Corporation” as de facto as de facto

MEGA-“PSF”MEGA-“PSF”

!!

Iron “Innovation Equality Law”:Iron “Innovation Equality Law”: The Quality and Quantity The Quality and Quantity

and Imaginativenessand Imaginativeness of Innovation (and “R & D” of Innovation (and “R & D” per se) … per se) … shall be the same shall be the same in all functionsin all functions —e.g., in HR and —e.g., in HR and purchasing as much as in marketing or purchasing as much as in marketing or

product development.product development.

I’m repeating myself, main idea here is “PSFs” I’m repeating myself, main idea here is “PSFs” as the primary engine of intellectual capital as the primary engine of intellectual capital

accumulation. Hence: accumulation. Hence: The “innovation The “innovation game” must played equally game” must played equally fiercely in every corner of the fiercely in every corner of the organization. In particular, in an organization. In particular, in an Age of Intellectual Capital, said Age of Intellectual Capital, said capital at it’s most imaginative capital at it’s most imaginative must be exhibited … must be exhibited … EVERYWHEREEVERYWHERE … … ININ EQUAL EQUAL MEASUREMEASURE. .

PSFPSF/Professional Service Firm/Beliefs/Professional Service Firm/Beliefs

PROFESSIONPROFESSION: : CALLING/PASSION TO MAKE ACALLING/PASSION TO MAKE ADIFFERENCE/EXCELLENCE (ALWAYS)DIFFERENCE/EXCELLENCE (ALWAYS)

POINT OF VIEWPOINT OF VIEW: : KNOW EXACTLY WHAT WEKNOW EXACTLY WHAT WESTAND FOR/“DRAMATIC DIFFERENCE”STAND FOR/“DRAMATIC DIFFERENCE”

CLIENTCLIENT: : ENDURING, TEST-THE-LIMIT ENDURING, TEST-THE-LIMIT RELATIONSHIP/“TRUSTED ADVISOR”RELATIONSHIP/“TRUSTED ADVISOR”

SOLUTIONSOLUTION: : ROCK CLIENT’S WORLD/ “WOW”/ ROCK CLIENT’S WORLD/ “WOW”/ IMPLEMENTED “CULTURE CHANGE”/IMPLEMENTED “CULTURE CHANGE”/>>> “SATISFACTION”>>> “SATISFACTION”

What follows is an audacious list. What follows is an audacious list.

But … But … WHY NOT?WHY NOT?

Attributes of Attributes of

Professional Service Professional Service Firms in Pursuit of Firms in Pursuit of

Excellence:Excellence:The PSF35The PSF35

The PSF35: The Work & The LeThe PSF35: The Work & The Leggacyacy

1.1. CRYSTAL CLEAR POINT OF VIEWCRYSTAL CLEAR POINT OF VIEW (Every Practice Group: “If you can’t explain your position in eight(Every Practice Group: “If you can’t explain your position in eight words or less, you don’t have a position”—Seth Godin)words or less, you don’t have a position”—Seth Godin)2. 2. DRAMATIC DIFFERENCEDRAMATIC DIFFERENCE (“We are the only ones who do what (“We are the only ones who do what we do”—Jerry Garcia)we do”—Jerry Garcia)3. Stretch Is Routine (“Never bite off less than you can chew”—anon.)3. Stretch Is Routine (“Never bite off less than you can chew”—anon.)4. Appetite for Game-changer Projects (Excellence at Assembling4. Appetite for Game-changer Projects (Excellence at Assembling “ “Best Team”—Fast) Best Team”—Fast) 5. “Playful” Clients (Adventurous folks who unfailingly Aim to Change5. “Playful” Clients (Adventurous folks who unfailingly Aim to Change the World)the World)6. Small “Uneconomic” Clients with Big Aims6. Small “Uneconomic” Clients with Big Aims7. Life Is Too Short to Work with Jerks (Fire lousy clients)7. Life Is Too Short to Work with Jerks (Fire lousy clients)8. 8. OBSESSED WITH LEGACYOBSESSED WITH LEGACY (Practice Group and Individual: (Practice Group and Individual: “ “Dent the Universe”—Steve Jobs)Dent the Universe”—Steve Jobs)9. Fire-on-the-spot Anyone Who Claims, “Law/Architecture/Consulting/9. Fire-on-the-spot Anyone Who Claims, “Law/Architecture/Consulting/ I-banking/ Accounting/PR/Etc. has become a ‘commodity’ ”I-banking/ Accounting/PR/Etc. has become a ‘commodity’ ”10. Consistent with #9 above … 10. Consistent with #9 above … DO NOT SHY AWAY FROM THEDO NOT SHY AWAY FROM THE WORD (IDEA) “RADICAL”WORD (IDEA) “RADICAL”

The PSF35: The Client ExThe PSF35: The Client Expperienceerience11. Always team with client: “full partners in achieving memorable 11. Always team with client: “full partners in achieving memorable results”results” 12. We will seek assistance Anywhere to assemble the Best-in-12. We will seek assistance Anywhere to assemble the Best-in-PlanetPlanet Team for the Project Team for the Project13. Client Team Members routinely declare that working with us13. Client Team Members routinely declare that working with us was “the Peak Experience of my Career” was “the Peak Experience of my Career”14. The job’s not done until implementation is14. The job’s not done until implementation is “100.00% complete” (Those who don’t “get it” must go) “100.00% complete” (Those who don’t “get it” must go)

15.15. IMPLEMENTATION IS NOT COMPLETEIMPLEMENTATION IS NOT COMPLETE UNTIL THE CLIENT HAS EXPERIENCED UNTIL THE CLIENT HAS EXPERIENCED NECESSARY “CULTURE CHANGE” NECESSARY “CULTURE CHANGE”16.16. IMPLEMENTATION IS NOT COMPLETEIMPLEMENTATION IS NOT COMPLETE UNTIL SIGNIFICANT “TECHNOLOGY UNTIL SIGNIFICANT “TECHNOLOGY TRANSFER” HAS TAKEN PLACE-ROOT TRANSFER” HAS TAKEN PLACE-ROOT (“Teach a man to fish …”)(“Teach a man to fish …”)

17.17. The Final Exam: The Final Exam: DID WE MAKE A DRAMATIC,DID WE MAKE A DRAMATIC, LASTING, GAME-CHANGING DIFFERENCE? LASTING, GAME-CHANGING DIFFERENCE?

The PSF35: The PeoThe PSF35: The Peopple & The Leadershiple & The Leadership

18. 18. TALENT FANATICSTALENT FANATICS (“Best-Coolest place to work”) (PERIOD) (“Best-Coolest place to work”) (PERIOD)19. 19. EYE FOR THE PECULIAREYE FOR THE PECULIAR (Hiring: Go beyond “same old, (Hiring: Go beyond “same old, same old”) same old”) 20. Early Opportunities (vs. “Wait your turn”) 20. Early Opportunities (vs. “Wait your turn”) 21. Up or Out (Based on “Legacy”/Mentoring COUNTS as much 21. Up or Out (Based on “Legacy”/Mentoring COUNTS as much asas “ “Billings”/“Rainmaking”)Billings”/“Rainmaking”)22. Slide the Old Aside/Make Room for Youth (Find oldsters22. Slide the Old Aside/Make Room for Youth (Find oldsters new roles?)new roles?)23. 23. TALENT IS OBSESSED WITH RENEWAL FROM DAY #1 TO TALENT IS OBSESSED WITH RENEWAL FROM DAY #1 TO DAY #“R” DAY #“R” (R = Retirement)(R = Retirement)24. Office/Practice Leaders Evaluated Primarily on 24. Office/Practice Leaders Evaluated Primarily on Mentoring-Team Building SkillsMentoring-Team Building Skills25. 25. A “PROPRIETARY” TALENT DEVELOPMENT A “PROPRIETARY” TALENT DEVELOPMENT PROCESS (GE)PROCESS (GE)26. Team Leadership Skills Valued Early26. Team Leadership Skills Valued Early27. Partner with B.I.W. (Best In World) Outsiders as Needed27. Partner with B.I.W. (Best In World) Outsiders as Needed and to Infuse Different Viewsand to Infuse Different Views

NOTHING NOTHING NEW!NEW!

I am not writing science fiction here. Sure, in 2015 one I am not writing science fiction here. Sure, in 2015 one must grow every day. must grow every day.

FOREVER. FOREVER. OR ELSE.OR ELSE.

But … the basic PSF idea/model is hardly new. E.g., my But … the basic PSF idea/model is hardly new. E.g., my

former employer, former employer, McKinsey & Co.McKinsey & Co., has been , has been around 89 years—since 1926. (Read the McK saga in the around 89 years—since 1926. (Read the McK saga in the recent book, The Firm.) Hence, role models abound—see recent book, The Firm.) Hence, role models abound—see the IDEO story above. Wheels need not be re-invented.the IDEO story above. Wheels need not be re-invented.

Universal Value Added:Universal Value Added:

The The Wow Wow ProjectsProjects

SolutionSolution (or bust)(or bust)

The Project50: Fifty Ways toThe Project50: Fifty Ways to Transform Every “Task” intoTransform Every “Task” into

a Project That Matters! a Project That Matters!

The WOW Project 50The WOW Project 50

YOU/PSF = YOU/PSF = WOW PROJECT WOW PROJECT

PORTFOLIOPORTFOLIO

Your Current Primary Project (Scale of 1-10)?Your Current Primary Project (Scale of 1-10)?

1. Another day’s work/Pays the1. Another day’s work/Pays the rent. rent.4. Of value.4. Of value.7. Pretty Damn Cool/Definitely7. Pretty Damn Cool/Definitely subversive. subversive.10.10. WE AIM TO CHANGE THEWE AIM TO CHANGE THE WORLD. WORLD.

The PSF is a collection of projects. No more. No The PSF is a collection of projects. No more. No less. less.

The … The … rockin’ rollin’ value addin’ rockin’ rollin’ value addin’ PSFPSF is a collection of … is a collection of …

WOWWOW Projects Projects!!

Innovation IndexInnovation Index:: How many of your How many of your “Top Five Projects” score eight or “Top Five Projects” score eight or higher (out of 10) on a higher (out of 10) on a “Weird” /“Profound”/ “WOW”/“Game-“Weird” /“Profound”/ “WOW”/“Game-changer” Scale? changer” Scale?

WOW-ification IndexWOW-ification Index:: Move every Move every project (definition) that scores sixproject (definition) that scores six or less two notches up on the or less two notches up on the ““WOW-ification Scale” within the next WOW-ification Scale” within the next two weeks. If your principal two weeks. If your principal currentcurrent project scores six or less, bring it up project scores six or less, bring it up one (or two!) notches by noon on one (or two!) notches by noon on Monday.* Monday.* (*This was from a tweet written on a Sunday.)(*This was from a tweet written on a Sunday.)

Measure it. Measure it. DAMN IT.DAMN IT.

The WOW Project50The WOW Project50

The WOW Project 50 The WOW Project 50

CREATECREATE

1. 1. REFRAME: NEVER ... EVER! ... ACCEPT A PROJECT/ASSIGNMENT REFRAME: NEVER ... EVER! ... ACCEPT A PROJECT/ASSIGNMENT AS GIVEN!AS GIVEN!

2.2. TRANSLATE YOUR DAILY EXPERIENCES INTO COOL STUFF TO DO. TRANSLATE YOUR DAILY EXPERIENCES INTO COOL STUFF TO DO.2A. Become a Benchmarking Fanatic: 2A. Become a Benchmarking Fanatic: LOOK at every-small-thing-that-LOOK at every-small-thing-that-

happens-to-you as a Golden Learning Opportunityhappens-to-you as a Golden Learning Opportunity..3. Improve your vocabulary! 3. Improve your vocabulary! Learn to love “WOW!”Learn to love “WOW!” Use “the word.” Use “the word.”

WOW!WOW!4. There are no “small” projects: 4. There are no “small” projects: IN EVERY “LITTLE” FORM OR IN EVERY “LITTLE” FORM OR

PROCEDURE, IN EVERY “LITTLE” PROBLEM THERE USUALLY PROCEDURE, IN EVERY “LITTLE” PROBLEM THERE USUALLY LURKS A B-I-G PROJECT!LURKS A B-I-G PROJECT!

4A. CONVERT today's annoying “chore” into a WOW! Project. THE B-I-G 4A. CONVERT today's annoying “chore” into a WOW! Project. THE B-I-G IDEA: THERE'S NO SUCH THING AS A “GIVEN.”IDEA: THERE'S NO SUCH THING AS A “GIVEN.”

5. Put on the brakes! DON’T BETRAY WOW!5. Put on the brakes! DON’T BETRAY WOW!6. LOVE MAKES THE WORLD GO ’ROUND!6. LOVE MAKES THE WORLD GO ’ROUND!7. 7. Will it—the project, our baby—be beautiful?Will it—the project, our baby—be beautiful? Yes ... BEAUTIFUL! Yes ... BEAUTIFUL!8.8. Design-Is-It. I.e.: One of the single most powerful forces in the whole Design-Is-It. I.e.: One of the single most powerful forces in the whole

bloody universe.bloody universe.9. IS THE PROJECT REVOLUTIONARY? (ARE YOU SURE?)9. IS THE PROJECT REVOLUTIONARY? (ARE YOU SURE?)

Source:Source: The Project50: Fifty Ways to Transform Every “Task” into a Project That Matters! The Project50: Fifty Ways to Transform Every “Task” into a Project That Matters!

The WOW Project 50The WOW Project 50

10. 10. Is the Web factored into the project? In a b-i-g way?Is the Web factored into the project? In a b-i-g way?11. 11. Impact.Impact. Henry James asked this, as his ultimate question, of an Henry James asked this, as his ultimate question, of an artist's work: artist's work: “Was it worth doing?”“Was it worth doing?”11A. Made Anybody(s) Angry Lately?11A. Made Anybody(s) Angry Lately?12. RAVING FANS!12. RAVING FANS!12A. Women-as-Raving Fans. 12A. Women-as-Raving Fans. Women take to products/services—and, Women take to products/services—and,

thence, “project deliverables”—for (very) different reasons than men.thence, “project deliverables”—for (very) different reasons than men.13. Pirates-on-the-high-seas. “We” are on a Mission/Crusade. We plan to 13. Pirates-on-the-high-seas. “We” are on a Mission/Crusade. We plan to

upset the applecart (conventional wisdom) Big Time ... and Make a upset the applecart (conventional wisdom) Big Time ... and Make a Damn Difference.Damn Difference.

14. If you can (hint: you can!), create a “place.” 14. If you can (hint: you can!), create a “place.” That Is ... Pirates Need That Is ... Pirates Need Ships at Sea and Caves on Land. Ships at Sea and Caves on Land. (“Safe Houses” in Spy-speak.)(“Safe Houses” in Spy-speak.)

15. Put it in your resume. NOW! PICTURE YOURSELF CROSSING THE 15. Put it in your resume. NOW! PICTURE YOURSELF CROSSING THE FINISH LINE.FINISH LINE.

16. 16. THINK RAINBOW!THINK RAINBOW!17. THINK ... OR RETHINK ... OR REFRAME ... YOUR CONCEPT ... INTO A 17. THINK ... OR RETHINK ... OR REFRAME ... YOUR CONCEPT ... INTO A

“BUSINESS PLAN.”“BUSINESS PLAN.”18. 18. Think/obsess ... D-E-A-D-L-I-N-E. Be ridiculously/absurdly/insanely Think/obsess ... D-E-A-D-L-I-N-E. Be ridiculously/absurdly/insanely

demanding of yourself/your little band of renegadesdemanding of yourself/your little band of renegades..

The WOW Project 50The WOW Project 50

19. Find a Wise Friend. WOW Projects Ain’t Easy! They Stretch You, Stress 19. Find a Wise Friend. WOW Projects Ain’t Easy! They Stretch You, Stress You, and Often Vex You. And the Organization.You, and Often Vex You. And the Organization.20. FIND—AND THEN NURTURE—A FEW (VERY FEW) CO-20. FIND—AND THEN NURTURE—A FEW (VERY FEW) CO-CONSPIRATORS.CONSPIRATORS.20A. Find at least one 20A. Find at least one useruser/co-conspirator. NOW. /co-conspirator. NOW. Think user from the start.Think user from the start.21. Consider carrying around a little card that reads:21. Consider carrying around a little card that reads:

WOW!WOW! BEAUTIFUL!BEAUTIFUL!

REVOLUTIONARY!REVOLUTIONARY! IMPACT!IMPACT! AVING FANS!AVING FANS!

EXCELLENCE!EXCELLENCE!

SELLSELL

22. 22. Be S-U-C-C-I-N-C-TBe S-U-C-C-I-N-C-T. Describe your project (its benefits and its WOW!) . Describe your project (its benefits and its WOW!) in T-H-R-E-E minutes.in T-H-R-E-E minutes.22A. METAPHOR TIME! The “pitch”—and every aspect of the project—22A. METAPHOR TIME! The “pitch”—and every aspect of the project—works best if there is a compelling theme/image/hook that makes the whole works best if there is a compelling theme/image/hook that makes the whole thing cohere, resonate, and vibrate with life.thing cohere, resonate, and vibrate with life.23. SALES MEANS SELLING ... EVERYONE!23. SALES MEANS SELLING ... EVERYONE!24. Hey: WOW Project Life = Sales. Right? So ... WORK CONSCIOUSLY ON 24. Hey: WOW Project Life = Sales. Right? So ... WORK CONSCIOUSLY ON BUZZ. GET VISIBLE AND STAY VISIBLE.BUZZ. GET VISIBLE AND STAY VISIBLE.25. Do your “Community Work.” Start to Expand the Network! ASAP.25. Do your “Community Work.” Start to Expand the Network! ASAP.

The WOW Project 50The WOW Project 50

26. Last is as good as first. If they support you ... they are your friends.26. Last is as good as first. If they support you ... they are your friends.27. Preach to the choir! Never forget your friends!27. Preach to the choir! Never forget your friends!28. Don't try to convert your enemies. Don’t waste time on them.28. Don't try to convert your enemies. Don’t waste time on them.29. CREATE AN A-TEAM ADVISORY BOARD.29. CREATE AN A-TEAM ADVISORY BOARD.30. Become a Master Bootstrapper. You heard it here first: Too much 30. Become a Master Bootstrapper. You heard it here first: Too much

initial money ... kills!initial money ... kills!31.31. Think B-E-T-A! As in ... Beta Site(s). You need customer-partners ... Think B-E-T-A! As in ... Beta Site(s). You need customer-partners ...

as safe-haven testing grounds for rough prototypes.as safe-haven testing grounds for rough prototypes.

IMPLEMENTIMPLEMENT

32. CHUNK! CHUNK! CHUNK! We’ve gotta break “it”—our project, now 32. CHUNK! CHUNK! CHUNK! We’ve gotta break “it”—our project, now on the move—down into tidbit/do-it-today/do-it-in-the-next-four-on the move—down into tidbit/do-it-today/do-it-in-the-next-four-hours pieces.hours pieces.

33. Live ... Eat ... Sleep ... Breathe: Prototype! I.e.: BECOME AN 33. Live ... Eat ... Sleep ... Breathe: Prototype! I.e.: BECOME AN UNABASHED PROTOTYPING FANATIC.UNABASHED PROTOTYPING FANATIC.

33A. Teach prototyping. Prototyping is a “corporate culture” issue. I.e.: 33A. Teach prototyping. Prototyping is a “corporate culture” issue. I.e.: Work to create a Culture of Prototyping.Work to create a Culture of Prototyping.

34. PLAY! FIND PLAYMATES!34. PLAY! FIND PLAYMATES!35. Scrunch the Feedback Loops!35. Scrunch the Feedback Loops!36. BLOW IT UP! PLAY ... AND DESTRUCTION ... ARE HANDMAIDENS.36. BLOW IT UP! PLAY ... AND DESTRUCTION ... ARE HANDMAIDENS.

The WOW Project 50The WOW Project 50

37. Keep recruiting! Iron Law: WOW Projects Call for WOW! People. 37. Keep recruiting! Iron Law: WOW Projects Call for WOW! People. Never stop recruiting!Never stop recruiting!

37A. WANTED: COURT JESTER.37A. WANTED: COURT JESTER.38. Make a B-I-G binder! This is the Project Bible. It's the Master 38. Make a B-I-G binder! This is the Project Bible. It's the Master

Document ... the macro-map.Document ... the macro-map.39. List mania. Ye shall make lists ... and the lists shall make ye 39. List mania. Ye shall make lists ... and the lists shall make ye

omniscient. (No joke.)omniscient. (No joke.)40. Think (live/sleep/eat/breathe) Timeline/ Milestones.40. Think (live/sleep/eat/breathe) Timeline/ Milestones.40A. WANTED: MS. LAST TWO PERCENT!40A. WANTED: MS. LAST TWO PERCENT!41. Master the 15-Minute Meeting. You can change (or at least 41. Master the 15-Minute Meeting. You can change (or at least

organize) the world in 15 minutes!organize) the world in 15 minutes!42. C-E-L-E-B-R-A-T-E!42. C-E-L-E-B-R-A-T-E!42A. CELEBRATE FAILURES!42A. CELEBRATE FAILURES!43. Station break! The keynote here is action. Exactly right! But: Don't 43. Station break! The keynote here is action. Exactly right! But: Don't

allow the action fanaticism to steer you off course re allow the action fanaticism to steer you off course re WOW!/Beauty/Revolution/Impact!/Raving Fans.WOW!/Beauty/Revolution/Impact!/Raving Fans.

44. A Project Has an Identity. It’s Alive. PROJECT = LIFE ... SPIRIT ... 44. A Project Has an Identity. It’s Alive. PROJECT = LIFE ... SPIRIT ... PERSONALITY.PERSONALITY.

The WOW Project 50The WOW Project 50

45. Cast the Net a Little/Lot Farther Afield.45. Cast the Net a Little/Lot Farther Afield.46. 46. It's the U-S-E-R, stupid! Never lose sight of the user community.It's the U-S-E-R, stupid! Never lose sight of the user community.47.47. Concoct a B.M.P./Buzz-Management Program. Concoct a B.M.P./Buzz-Management Program. Marketing Marketing isis Implementation.Implementation.

EXITEXIT

48. SELL OUT! It's been “us” against “them” ... and one heck of a 48. SELL OUT! It's been “us” against “them” ... and one heck of a ride. But now the time has come to dance with the suits ... if we ride. But now the time has come to dance with the suits ... if we really want full impact. really want full impact.

48A. Recruit a Mr. Follow-up ... Who Is as Passionate as You Are! 48A. Recruit a Mr. Follow-up ... Who Is as Passionate as You Are! (And L-O-V-E-S Administration.)(And L-O-V-E-S Administration.)

49. 49. SEED YOUR FREAKS INTO THE MAINSTREAM ... WHERE THEY SEED YOUR FREAKS INTO THE MAINSTREAM ... WHERE THEY CAN BECOME MUTANT VIRUSES FOR YOUR (QUIRKY) POINT OF CAN BECOME MUTANT VIRUSES FOR YOUR (QUIRKY) POINT OF VIEW!VIEW!

50. 50. Write up the project history. Throw a Grand Celebratory BashWrite up the project history. Throw a Grand Celebratory Bash!

Creative Creative DestructionDestruction

““We are in no danger We are in no danger of running out of new of running out of new combinations try.combinations try. Even Even if technology froze today, we have if technology froze today, we have

more possible ways of configuring the more possible ways of configuring the different applications, machines, tasks, different applications, machines, tasks,

and distribution channels to create and distribution channels to create new processes and products than we new processes and products than we could ever exhaust.”could ever exhaust.” ——Erik Brynjolfsson and Andrew Erik Brynjolfsson and Andrew

McAfeeMcAfee, Race Against the Machine: How the Digital Revolution Is Accelerating , Race Against the Machine: How the Digital Revolution Is Accelerating Innovation, Driving Productivity and Irreversibly Transforming Employment Innovation, Driving Productivity and Irreversibly Transforming Employment

and the Economy and the Economy

I believe it. Plenty of stuff to do.I believe it. Plenty of stuff to do.

(For the imaginative.)(For the imaginative.)

Muhammad Yunus: Muhammad Yunus: ““All human All human beinbeinggs are s are

entreentreppreneursreneurs.. When we When we

were in the caves we were all self-were in the caves we were all self-employed . . . finding our food, feeding employed . . . finding our food, feeding ourselves. That’s where human history ourselves. That’s where human history

began . . . As civilization came we began . . . As civilization came we suppressed it. We became labor because suppressed it. We became labor because

they stamped us, ‘You are labor.’ they stamped us, ‘You are labor.’ We forgot that we are entrepreneurs.”We forgot that we are entrepreneurs.”

——Muhammad Yunus,Muhammad Yunus,

Nobel Laureate/The News Hour/PBS/1122.2006Nobel Laureate/The News Hour/PBS/1122.2006

Plenty “left” to do.Plenty “left” to do.

And … And … YOUYOU (ALL OF YOU)(ALL OF YOU) CAN DO IT CAN DO IT!!

THE THE ELECTRICIAN ELECTRICIAN

(NEXT DOOR)(NEXT DOOR) KNOWS! KNOWS!

Following World War II, the share of us (USA) who obtained Following World War II, the share of us (USA) who obtained university degrees soared. At the same time, the share of us university degrees soared. At the same time, the share of us working for monster organizations soared as well.working for monster organizations soared as well.

In the process, something approaching an “entitlement In the process, something approaching an “entitlement mentality” took root. If one had a degree and worked for a mentality” took root. If one had a degree and worked for a giant corporation and humbly behaved as that renowned giant corporation and humbly behaved as that renowned “organization man,” circa 1955, a stable few decades of work “organization man,” circa 1955, a stable few decades of work were virtually assured.were virtually assured.

And then it all began to disappear. And the “organization men” And then it all began to disappear. And the “organization men” increasingly were forced to fend for themselves.increasingly were forced to fend for themselves.

So how are these (woefully unprepared) folks going to find an So how are these (woefully unprepared) folks going to find an entrepreneurial spark? entrepreneurial spark?

Answer: Look next door!Answer: Look next door!

“Next door” lives the “Next door” lives the carpenter carpenter or or plumberplumber or or electricianelectrician. He . He (or she) wouldn’t touch the term “brand you” with a 10-foot-(or she) wouldn’t touch the term “brand you” with a 10-foot-pole. Yet that’s precisely what each one is. A “business unit of pole. Yet that’s precisely what each one is. A “business unit of one,” independent beyond measure. Which is to say, “it”/Brand one,” independent beyond measure. Which is to say, “it”/Brand You is not some rare creature—we already have ’em by the You is not some rare creature—we already have ’em by the millions. They’re the guy or gal next door—and their approach millions. They’re the guy or gal next door—and their approach to life is a heartening/doable model for virtually all of us.to life is a heartening/doable model for virtually all of us.

Universal Value Added:Universal Value Added:

The The Brand Brand YouYouSolutionSolution

(or bust)(or bust)

Globalization1.0: Globalization1.0: Countries Countries globalizing globalizing (1492-1800)(1492-1800)

Globalization2.0: Globalization2.0: Companies Companies globalizing globalizing (1800-2000)(1800-2000)

Globalization3.0 Globalization3.0 (2000+) (2000+) : : IndividualsIndividuals collaboratingcollaborating & competing globally & competing globally

Source: Tom Friedman/Source: Tom Friedman/The World Is FlatThe World Is Flat

““ONE OF THE DEFINING ONE OF THE DEFINING CHARACTERISTICS [OF THE CHARACTERISTICS [OF THE

CHANGE] IS THAT IT WILL BE CHANGE] IS THAT IT WILL BE LESSLESS DRIVEN BY COUNTRIES OR DRIVEN BY COUNTRIES OR

CORPORATIONS AND CORPORATIONS AND MOREMORE DRIVEN BY REAL PEOPLE.DRIVEN BY REAL PEOPLE. It will It will

unleash unprecedented creativity, unleash unprecedented creativity, advancement of knowledge, and economic advancement of knowledge, and economic development. development. But at the same time, it will But at the same time, it will tend to undermine safettend to undermine safetyy net s net syystems and stems and

ppenalize the unskilledenalize the unskilled.”.” —Clyde Prestowitz, —Clyde Prestowitz, Three Billion Three Billion

New CapitalistsNew Capitalists

Success.2015 = Mega-value adding PSF =Success.2015 = Mega-value adding PSF =

Brand YousBrand Yous

(100% entrepreneurs) executing WOW Projects (100% entrepreneurs) executing WOW Projects = = Not Optional.Not Optional.

I believe it. I believe it.

““If there is nothing If there is nothing very special about very special about

your work your work …… no matter no matter how hard you apply yourself how hard you apply yourself you won’t get noticed, and you won’t get noticed, and

that increasingly means you that increasingly means you

won’t get paid much either.”won’t get paid much either.” —Michael Goldhaber, —Michael Goldhaber, WiredWired

DistinctDistinct or …or …

Extinct.Extinct.

HAROLD H. HESITANTHAROLD H. HESITANT

B.A. M.S. Ph.D.B.A. M.S. Ph.D.1965-2015 1965-2015

HE WANTED TO DO SOME HE WANTED TO DO SOME

REALLY COOL STUFF REALLY COOL STUFF

BUT …BUT …

HIS BOSS WOULDN’T HIS BOSS WOULDN’T

LET HIM! LET HIM!

““This is the true joy of Life, the This is the true joy of Life, the being used for a purpose being used for a purpose

recognized by yourself as a recognized by yourself as a mighty one … the being a force mighty one … the being a force of Nature instead of a feverish, of Nature instead of a feverish,

selfish little clod of ailmentsselfish little clod of ailments and grievances complaining and grievances complaining that the world will not devote that the world will not devote

itself to making you happy.”itself to making you happy.” —G.B. Shaw, —G.B. Shaw, Man and SupermanMan and Superman

““For Marx, the path to social betterment was For Marx, the path to social betterment was through collective resistance of the proletariat to through collective resistance of the proletariat to the economic injustices of the capitalist system the economic injustices of the capitalist system

that produced such misshapenness and that produced such misshapenness and fragmentationfragmentation.. For Emerson, the keFor Emerson, the keyy was to was to jjolt individuals into realizinolt individuals into realizingg the unta the untapppped ed ppower of enerower of energygy, knowled, knowledgge and creativite and creativityy

of which all people, at least in princiof which all people, at least in principple, le, are caare cappable. He too hated all sable. He too hated all syystems of stems of

human ohuman oppppression; but his central ression; but his central pprorojject, ect, and the basis of his leand the basis of his leggacacyy, was to unchain , was to unchain

individual mindsindividual minds.”.”

—Lawrence Buell, —Lawrence Buell, EmersonEmerson

““You are the You are the storyteller of your storyteller of your own life, and you own life, and you

can create your own can create your own

legend or not.”legend or not.” —Isabel

Allende

““Creating your own myth” isCreating your own myth” is not not a selfish act of a selfish act of ego-centrism. It’s about … ego-centrism. It’s about … survivalsurvival … in a New … in a New World Order. World Order.

(Among other things, countering the idea of (Among other things, countering the idea of selfishness, to establish your “market value” … selfishness, to establish your “market value” …

you must become partners you must become partners with and indispensable to a with and indispensable to a rich network of others. That rich network of others. That is, indispensability is is, indispensability is necessarily a necessarily a teamteam sspportort.).)

The Brand You50: Fifty Ways to The Brand You50: Fifty Ways to Transform Yourself from an “Employee” Transform Yourself from an “Employee”

into a Brand That Shouts Distinction, into a Brand That Shouts Distinction, Commitment, and PassionCommitment, and Passion!

Final Exam Questions Final Exam Questions Re Your Job/Talent/Qualifications Re Your Job/Talent/Qualifications

1. Can someone overseas do1. Can someone overseas do it cheaper? it cheaper?2. Can a computer do it2. Can a computer do it faster? faster?3. Is what you’re selling in3. Is what you’re selling in demand in an age of demand in an age of abundance? abundance?Source: Dan PinkSource: Dan Pink

New Work Survival Kit 2012+++++New Work Survival Kit 2012+++++

1. 1. Mastery!Mastery! (Best/Absurdly Good at (Best/Absurdly Good at Something!Something!))2. 2. “Manage” to Legacy“Manage” to Legacy (All Work = “Memorable”/“Braggable” (All Work = “Memorable”/“Braggable” WOWWOW Projects!Projects!))3. 3. “USP”/Unique Selling Proposition“USP”/Unique Selling Proposition (R.POV8: Remarkable Point of (R.POV8: Remarkable Point of View … captured in 8 or less words) View … captured in 8 or less words) 4. 4. Networking ObsessionNetworking Obsession (From vertical/hierarchy/“suck up” loyalty (From vertical/hierarchy/“suck up” loyalty to horizontal/“colleague”/“mate” loyalty)to horizontal/“colleague”/“mate” loyalty)5. 5. Entrepreneurial InstinctEntrepreneurial Instinct (A sleepless … Eye for Opportunity! (A sleepless … Eye for Opportunity! E.g.: Small Opportunity for Independent Action beats faceless part ofE.g.: Small Opportunity for Independent Action beats faceless part of Monster Project)Monster Project)6. 6. CEO/Leader/Businessperson/CloserCEO/Leader/Businessperson/Closer (CEO, Me Inc. Period! 24/7!)(CEO, Me Inc. Period! 24/7!)7. 7. Mistress of ImprovMistress of Improv (Play a dozen parts simultaneously, from (Play a dozen parts simultaneously, from Chief Strategist to Chief Toilet Scrubber)Chief Strategist to Chief Toilet Scrubber)8. 8. Sense of HumorSense of Humor (A willingness to Screw Up, Shrug & Move On) (A willingness to Screw Up, Shrug & Move On)9. 9. Comfortable with Your SkinComfortable with Your Skin (Bring “interesting you” to work!) (Bring “interesting you” to work!)10. 10. Intense Appetite for TechnologyIntense Appetite for Technology (E.g.: Are you a “leading edge (E.g.: Are you a “leading edge user” of Social Media?)user” of Social Media?)11. 11. Embrace “Marketing”Embrace “Marketing” (Your own CSO/Chief Storytelling Officer) (Your own CSO/Chief Storytelling Officer)12. 12. Obsessed with RenewalObsessed with Renewal (Your own CLO/Chief Learning Officer) (Your own CLO/Chief Learning Officer) 13. 13. Execution Excellence!Execution Excellence! (Show up early! Leave late! Sweat the details!) (Show up early! Leave late! Sweat the details!)14. 14. EXCELLENCE. PERIOD. EXCELLENCE. PERIOD. (What else?)(What else?)

A professional …A professional …

**ability to work**ability to work unsupervised unsupervised**ability to certify the**ability to certify the completion of a job completion of a job**ability to behave with**ability to behave with integrity at all times integrity at all times

Source: Subroto Bagchi, Source: Subroto Bagchi, The Professional: Defining the New Standard of Excellence at WorkThe Professional: Defining the New Standard of Excellence at Work

A fabulous definition!A fabulous definition!

We will all …We will all …100%100% … be/must … be/must

become/become/must behave as “professionals.” must behave as “professionals.”

No option.No option.

Personal Personal “Brand Equity” Evaluation“Brand Equity” Evaluation

– My current Project is challenging me in these My current Project is challenging me in these ways …ways …

– New things I’ve learned in the last 90 days New things I’ve learned in the last 90 days include …include …

– I am known for (2 to 3 things); next year at I am known for (2 to 3 things); next year at this time I’ll also be known for (1 more thing).this time I’ll also be known for (1 more thing).

– My public “recognition program” My public “recognition program” consists of …consists of …

– Substantial additions to my Network in the last Substantial additions to my Network in the last 90 days include …90 days include …

– MY RESUME IS MY RESUME IS DISCERNIBLYDISCERNIBLY DIFFERENTDIFFERENT FROM LAST YEAR’S FROM LAST YEAR’S

AT THIS TIME AS FOLLOWS …AT THIS TIME AS FOLLOWS …

““Brand Equity”Brand Equity” applies to you or me in the same applies to you or me in the same way it applies to PepsiCo. And the increase way it applies to PepsiCo. And the increase thereof emanates, in part, from the likes of the thereof emanates, in part, from the likes of the items on this list.items on this list.

Thriving in 24/7Thriving in 24/7 (Sally Helgesen) (Sally Helgesen)

*START AT THE CORE.*START AT THE CORE. Nimbleness only possible if Nimbleness only possible if we “locate our inner voice,” take regular inventory of where we we “locate our inner voice,” take regular inventory of where we are.are.

*LEARN TO ZIGZAG.*LEARN TO ZIGZAG. Think “gigs.” Think lifelong Think “gigs.” Think lifelong learning. Forget “old loyalty.” Work on optimism.learning. Forget “old loyalty.” Work on optimism.

*CREATE OUR OWN WORK.*CREATE OUR OWN WORK. Articulate your value. Articulate your value. Integrate your passions. I.D. your market. Run your own Integrate your passions. I.D. your market. Run your own business.business.

*WEAVE A STRONG WEB OF INCLUSION.*WEAVE A STRONG WEB OF INCLUSION. Build your own support network. Master the art of “hooking Build your own support network. Master the art of “hooking people up.”people up.”

"The illiterate of the "The illiterate of the 21st Century will not 21st Century will not be those who cannot be those who cannot

read or write, read or write, but but those who cannot those who cannot learn, unlearn and learn, unlearn and

relearnrelearn."." —Alvin Toffler—Alvin Toffler

““You must realize that how you invest your human You must realize that how you invest your human capital matters as much as how you invest your capital matters as much as how you invest your

financial capital. Its rate of return determines your financial capital. Its rate of return determines your

future options. future options. Take a Take a jjob for what it ob for what it teaches teaches yyou, not for what it ou, not for what it ppaayyss. . Instead of a potential employer Instead of a potential employer

asking, ‘Where do you see yourself in asking, ‘Where do you see yourself in 5 years?’ you’ll ask, ‘If I invest my 5 years?’ you’ll ask, ‘If I invest my mental assets with you for 5 years, mental assets with you for 5 years,

how much will they appreciate? How how much will they appreciate? How much will my portfolio of career much will my portfolio of career

options grow?’ ”options grow?’ ”

—Stan Davis & Christopher Meyer, —Stan Davis & Christopher Meyer, futureWEALTHfutureWEALTH

Brand Equity DEPRECIATION:Brand Equity DEPRECIATION:

Rate: 15%?, 25%?Rate: 15%?, 25%?

Therefore:Therefore: FormalFormal “Investment “Investment

Strategy”/Strategy”/F.R.I.P.*F.R.I.P.***FFORMAL ORMAL RRenewal enewal IInvestment nvestment PPlanlan

Grow or dieGrow or die (professionally)(professionally)!!

Addenda:Addenda: A tour of A tour of duty in duty in finance!finance!

Gotta learn the numbers. Gotta have pals in Gotta learn the numbers. Gotta have pals in the finance department.the finance department.

PSF + BY + PSF + BY + WP + E = WP + E =

UVAUVA

THE WORK MATTERS

The Professional Service Firm50: Fifty Ways to The Professional Service Firm50: Fifty Ways to Transform Your “Department” into a Transform Your “Department” into a Professional Service Firm Whose Trademarks Professional Service Firm Whose Trademarks are Passion and Innovation! are Passion and Innovation!

The Project50: Fifty Ways to Transform Every The Project50: Fifty Ways to Transform Every “Task” into a Project That Matters! “Task” into a Project That Matters!

The Brand You50: Fifty Ways to Transform The Brand You50: Fifty Ways to Transform Yourself from an “Employee” into a Brand That Yourself from an “Employee” into a Brand That Shouts Distinction, Commitment, and Passion!Shouts Distinction, Commitment, and Passion!

PSF + BY PSF + BY + WP + E + WP + E

= UVA= UVA

PSF (Professional Service Firm) + BY (Brand You) + WP (WOW Projects) + + E (Excellence) = UVA (Unassailable

Value-Added)

Q.E.D.Q.E.D.**

*More or less.*More or less. Nothing Nothing is “for certain” circa 2015. is “for certain” circa 2015.