The Challenge: To Create More Value in All Negotiations

The Challenge: To Create More Value in All Negotiations

To appreciate this presentation [and NOTE: ensure that it is not a mess], you need Microsoft fonts: Showcard Gothic, Ravie, Chiller

and Verdana To appreciate this presentation, you need Microsoft fonts: Showcard Gothic, Ravie, Chiller and Verdana NOTE: Master* Excellence part seven (of 7) excellence.

summaries. Lists. 19 October 2007 THE MASTER PRESENTATION: There are about 3,500 slides in this 7-part Master Presentation. The first six chapters are indeed meant add up to a logical, linear argument. Part I is context. Part II is devoted entirely to innovationthe sine qua non, as perhaps never before, of survival. In earlier incarnations of the master, innovation stuff was scattered throughout the presentationnow it is front and center and a stand-alone. Part III is a variation on the innovation themebut it is organized to examine the imperative (for most everyone in the developed world) of an ultra high value-added strategy. A value-added ladder (the ladder configuration lifted with gratitude from Joe Pine and Jim Gilmores Experience Economy)

Economy) lays out a specific logic for necessarily leaving commodity-like goods and services in the dust. Part IV argues that in this age of micro-marketing there are two macro-markets macro-markets of astounding size that are dramatically under-attended by all but a few; namely women and boomers-geezers. Part V underpins the overall argument with the necessary bedrockTalent, with brief consideration of Education & Healthcare. Part VI examines Leadership for turbulent times from several angles. Despite the logical argument, I think youd be better off if you thought of all this as I doan ENCYCLOPEDIA OF IDEAS. IDEAS. Various riffs are attached throughout which, though not perfect fits, serve my purpose as meat from which I cobble together a finance presentation in Bahrain or a health-services lecture in Virginia. For example, the day I

wrote this I spoke to an association made up of independent middle-size companies. I led off with a new section on the place for and power of middle-sized firms in general, featuring the German Mittelstandwhich is the basis for that countrys surprise ranking as the worlds #1 exporter. These agile players, residing in the ultimate high-wage nation, tend to own a niche courtesy astoundingly high-value-added products. This Mittelstand opener does not fit in the Master in a tidy fashion, but I want it to be available for future use and it works pretty well in the overall innovation argument hence its landing in Part II. The placement is not bad, but the point is that this idea is now available to meand meand youin youin my encyclopedia. And there you have it! 19 October 2007

To appreciate this presentation, you need Microsoft fonts: Showcard Gothic, Ravie, Chiller and Verdana NOTE: Master Excellence. Always. part one (of 7) all you need to know (dwelling on the obvious)

not your fathers world introduction to excellence. To appreciate this presentation, you need Microsoft fonts: Showcard Gothic, Ravie, Chiller and Verdana NOTE: Master* Excellence

part two (of 7) innovate. Or. Die. To appreciate this presentation, you need Microsoft fonts: Showcard Gothic, Ravie, Chiller and Verdana NOTE: Master/

Excellence. Always./ part THREE (of 7) up up, up, the value added ladder up, (solutions-experiences-dreams-lovemarks) To appreciate this

presentation, you need Microsoft fonts: Showcard Gothic, Ravie, Chiller and Verdana NOTE: Master/ Excellence. Always./ part FOUR (of 7) new Markets (Stupendous Opportunity)

To appreciate this presentation, you need Microsoft fonts: Showcard Gothic, Ravie, Chiller and Verdana NOTE: Master Excellence. Always. part FIVE (of 7) people!

(Brand you. Talent. Health. Education.) To appreciate this presentation, you need Microsoft fonts: Showcard Gothic, Ravie, Chiller and Verdana NOTE: Master Excellence. Always. part six (of 7)

leadership! Tom Peters X25* EXCELLENC E. ALWAYS. MASTER/Part SEVEN *In Search of Excellence 1982-2007 NOTE: The gray slides (like this one) throughout are explanatory notes not found in my regular presentations.

part seven Slides at tompeters.com Welcome to Tom Peters PowerPoint World! Beyond the set of slides here, you will find at tompeters.com the last eight years of presentations, a basketful of Special Presentations, and, above all, Toms constantly updated Master Presentationfrom which most of the slides in this presentation are drawn. There are about 3,500 slides in

the 7-part Master Presentation. The first five chapters constitute the main argument: Part I is context. Part II is devoted entirely to innovationthe sine qua non, as perhaps never before, of survival. In earlier incarnations of the master, innovation stuff was scattered throughout the presentationnow it is front and center and a stand-alone. Part III is a variation on the innovation themebut it is organized to examine the imperative (for most everyone in the developed-emerging world) of an ultra high value-added strategy. A value-added ladder (the ladder configuration lifted with gratitude from Joe Pine and Jim Gilmores Experience Economy) lays out a specific logic for necessarily leaving commodity-like goods and services in the dust. Part IV argues that in this age of micro-marketing there are two macro-markets of

astounding size that are dramatically under-attended by all but a few; namely women and boomers-geezers. Part V underpins the overall argument with the necessary bedrockTalent, with brief consideration of Education & Healthcare. Part VI examines Leadership for turbulent times from several angles. Part VII is a collection of a dozen Lists such as Toms Irreducible 209, 209 things Ive learned along the way. Enjoy! Download! Stealthats the whole point! EXCELLENCE. ALWAYS. Lists. Irreducible209+

0513.2007 These lists are summaries of this, that, and the other, FYI The Irreducible209+ Them-Us One Word+ Top 41 Quotes The Cup Challenge Think-DO The Sales122

New C-levels Personal 60TIBs Tom-A-to, Tom-ah-to The Irreducible209 A frustrated participant at a seminar for investment bankers in Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, What, if anything, he

asked, do you believe for sure? hed had enough. I mumbled something, but his query started rumbling around in my mind. Three days later, wandering on a Sunday in London, the idea of the irreducibles occurred to meand I started jotting down notes on stuff I do indeed believe for sure. Before I knew it, a few days later, the list had grown to 209

items. Hence The Irreducible209 that follows. Tom Peters 1. 2. 3. 4. Hare 1, Tortoise 0. (Hare-y times.) Tempo. (O.O.D.A.) MBWA.

Appreciation. (Motivator #1.) (Cant be faked. Good.) 5. Decency. 6. Hurry. 7. Time out. 8. One matters. 9. Big change. Short time. (Alt not work.) 10. Excellence. Always. 11. Passion. Energy. Hustle. Enthusiasm. Exuberance. (Move mountains. No alt.) 12. You must care. 13. Emotion.

14. Hard is soft. (Soft is hard.) 15. 16. 17. 18. 19. 20. 21. 22. 23. Men. Women. Different. Contend. Connect.

Women. Buy. All. (RU listening?) Quality. (Mind-blowing. Beyond 6-Sigma.) Re-invent. Re-pot. (Required.) Jaywalk. Big change. Small # of people. (Always.) Experiment. Now. Failure. Normal. Most failures, most success. (Fail. Forward. Fast.) 24. Reward excellent failures. Punish mediocre successes. 25. Women leaders. (Altered times.) 26. Extremism. (Good business. Bad politics.)

27. Innovation source. Only. Extreme irritation. 28. Smile. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38.

You must care. Mentor. (Highest ROI.) Best roster wins. Wow. (Okay in biz.) We all have customers. (Biz. Personal.) All contacts = Experiences. Cirque du Soleil. (Peerless.) Leaders create space for growth. Quests. (Only.) High aspirations, high results. (Self-fulfilling prophecy.) 39. Attitude 1, Skills 0. (Mostly.)

(Attitude 1, Skill 0.3?) 40. Sometimes: Skill 1, Attitude 0.1. 41. Must love, not like. 42. Wegmans. (No excuses. Mere groceries.) 43. Less than your best. Cheating. 44. 45. 46. 47. 48. 49. 50.

51. 52. 53. 54. 55. Brand You. (No alt.) Self-sufficiency. (Biggest LT turn-on.) In the moment. The moment wins. Tomorrow = Never. Action 1, Plan 0.1. Execution can be a system.

Realism. Own up. Move on. Accountability. Work hard > Work smart. (Mostly.) Feedback. Necessary. Fast. (R.F.A. in RFA times.) 56. Customers. Listen. Lead. (Paradox.) 57. On stage. Always. (GW, FDR, RG = Supreme actors.) 58. 59. 60.

61. 62. 63. 64. 65. 66. Master statistical analysis. Excellence = Set the table. Legacy. (Will it have mattered?) Great. (Why not?) Radicals rule. (Think Olympics.) !!! = Good.

Red 1, Brown 0. (Red times.) Talk. Listen. (Big 2. Master.) Politics. (Normal-inevitable state of affairs. Master.) 67. Student. Forever. 68. Why? (Question #1.) 69. Dont belittle. 70. Respect. 71. All we have: this moment. (Moments matter most?) 72. Now. (Procrastination. Death.) 73.

74. 75. 76. Exercise. Paint. (Leader. Portraits of Excellence.) Best story wins. You must be the change you wish to see in the world. 77. Two big ones. Max. (Priorities.) 78. No I in Team. (I in Win.) 79. I in Win. (No I in Team.) 80. Different 1, Better 0. (Better = 0.1)

81. Imitation = Mistake. (Learn, from who?) 82. Choose/battle the right competitor. 83. Schools. Creativity. Entrepreneurship. (Not.) 84. MBAs. Creativity. Entrepreneurship. Leadership. (Not.) 85. Design. Under-rated. Wildly. (Still.) (Everything.) 86. 87. 88. 89.

You = Calendar. (Calendar. Never. Lies.) Laugh. Handshake. (Quantity. Quality.) Dont fold your hands in front of your chest. Ever. (Never.) 90. Grace. (Works in biz.) 91. Weird. Wins. (Weird times.) 92. Crazy times. Crazy orgs. 93. Internet. All. 94. Women. Boomers-Geezers. Market. All. 95. Passion. (Repeat. So what?)

96. Energy. (Repeat. So what?) 97. Hustle. (Repeat. So what?) 98. Enthusiasm. (Repeat. So what?) 99. Exuberance. (Repeat. So what?) 100. Smile. (Repeat. So what?) 101. Care. (Repeat. So what?) 102. Simplicity. Redundancy. Resilience. Bloodymindedness. Visible optimism. (Success.)

103. Act. (Repeat. So what?) 104. Appreciate. (Repeat. So what?) 105. Fun. (Biz. Why not?) 106. Joy. (Biz. Why not?) 107. Sales = Life. 108. Marketing = Life. 109. Long-term. Top line. c.r.o. 110. Great company = Creates the most individual success stories. (RE/MAX) 111. Talent first, performance byproduct. 112. Sustained Wow* 1, Shareholder value, 0.2 (*Product, People.) 113. Commitment. by invitation only.

114. Creativity. by invitation only. 115. HR = #1. (Ought to.) 116. Face-to-face. (5K miles, 5 minutes.) 117. Negotiation. Make all winners. (Save face.) 118. Grace makes enemies friends. 119. Network. 120. Invest in relationships. (Think ROIR. Return On Investment in Relationships.) 118. Relationship investment. Forethought. Calendar item. Intensity.

119. Innovation. Easy. (Hang out with weird.) 120. Weird = Win. (Weird times.) 121. The bottleneck is at the top of the bottle. 122. Good Board = Weird Board. (At least, surprising.) 123. No contention, no progress. R.O.I.R. * *Return On Investment In Relationships

124. Crucial conversations. Crucial confrontations. (Study. Learn. Do.) 125. Honest feedback. 126. Gaspworthy. Yes. 127. Insanely great. 128. Astonish me. 129. Make it immortal. 130. Will you remember it in 20 years? 131. No small opportunities. (Reframe.) 132. One playmate, one playpen = Enough. 133. End run. Sensible. 134. Allies are there for the finding. 135. Find successes. Build on successes.

(Pos > Neg. Encourage > Fix.) 136. Somebodys doing it today. Find em. 137. Someone is living 2016 in 2006. (Find em. Study em.) 138. Dont benchmark. futuremark. 139. PMA. It works. (Positive. Mental. Attitude.) 140. There are no experts. (You are the expert.) 141. Life is short. 142. Sustained success. Fat chance. Make today matter. (Sustained. Ha.) 143. Collaborate. (Networked world.)

144. Go solo. (Individual. Unit of Intellectual Capital.) 145. There are no perfect plans. (Do. Wins.) 146. Plans motivate. (Right or wrong. Sense of purpose.) 147. Never rest. 148. Get some sleep. 149. Winning = Embracing paradox. 150. Ambiguity = Opportunity. 151. 152. 153.

Resilience. Relentless-ness. None. Above. Comeuppance. No. ultimate. business model. (GM. Sears. U.S. Steel. DEC.) 154. Be yourself. Period. 155. Never work with jerks. Including customers. (Life. Too short.) 156. Under-promise, over-deliver. 157. Talent. (Powerful word.) 158. Customer = Anyone whose actions affect your results.

159. Competition stinks. (Seek the soft spots where you can dominate.) 160. K.I.S.S./Keep It Simple, Stupid. 161. Beauty. (Good biz word.) 162. See the beauty in a hamburger bun. (Go. Ray.) 163. 164. 165. 166. Own up. Quick. ( Denial. Cancer.)

Celebrate. Often. 78 people = 78 approaches. (Each. Unique.) Weed. Ceaselessly. (Prune. Stupid. Rules. Non-stop.) 167. Get out of the way. (You = The problem.) 168. Smile. Sunny. Optimism. (If it kills you.) 169. Flowers. (Cheery workplace.) 170. Enjoy. (Or get the hell.) 171. Be intolerant of sour. (1 = Major pollution) 172. No quick trigger on promotion. (Too important.) 173. Evaluation = Lots of study-time. 174. Evaluation = Life or death to evaluee.

175. 360 evaluation. No fad. 176. Exit when youre done. (Done. Sooner than you think.) 177. Today. Now. My Project. Am. Is. I. Period. 178. Beautiful systems. (Good biz phrase. Not oxymoron.) 179. Build on strengths > Fix weaknesses. 180. To dont = To do. (To dont > To do ?) 181. Leaders Do People. (Period.) 182. Leaders enjoy leading. 183. Serious leadership training = Serious.

184. Priorities. Obvious. (Or else.) 185. 5 Priorities = 0 Priorities. (3 Priorities = 0 Priorities?) 186. People. First. Last. Always. 187. It. Is. Always. The. People. 188. Handshake. (Quantity. Quality.) 189. Dont fold your hands in front of your chest. Ever. (Never.) 190. Simplicity. Redundancy. Resilience. Bloody-mindedness. Visible optimism. (Success.) (Repeat.) 191. Employee Entrance = Guest

Entrance. 192. Put the customer SECOND. (Thanks, Hal.) 193. Flowers. (Or did I say that before? No matter if I did.) 194. Big Mergers dont work. Small acquisitions can/do workif you dont screw with their energy. 195. Instinctively head for the front line. (In all contexts.) 196. Success = DDMMPR/"D-squared, M-squared, PR = DramDiff +

Money-Financial Acumen + Good Marketing Instincts + Stellar People + Resilience (The fab five: What. Every. Small. Biz. Needs.) (Big too.) 197. Core Mechanism (Game-changing Solutions): PSF (Professional Service Firm model) + Wow! Projects (Different vs Better) + Brand You (Distinct or Extinct) 198. 2011/2016 has already happened. Find it.

199. Kids know kids. Oldies know oldies. Women know women. (Staff accordingly.) 200. Everybody is my customer. 201. Cosset vendors. 202. I want to run a Housekeeping department. (And you?) 203. The military doesnt follow the military model. (Initiative = Excellence.) 204. No such thing as going to absurd lengths to serve the Customer. (HSM & Lefties.) 205. Forget the customer. All = Clients.

206. It takes decades to get over sleights. (So dont sleight.) 207. Dont dumb down. Ever. 208. 209. NO LESS THAN EXCELLENCE. EVER. EXCELLENCE. ALWAYS.

Work In Progress XXX. One size fits. One. Only. (Evaluations. Period.) XXX. Teaching. Individualized. Only. (6 billion people = 6 billion learning trajectories.) (Montessori.) XXX. First impression. Matters. Shapes all that comes. Hard to overcome. (Understatement.) XXX. Jerks. Dont work with. (Life = Too short.) XXX. Manage [the hell out of] first impressions. XXX. Last impression. Matters. Dominates memory. Hard to overcome. (Understatement.) XXX. Manage [the hell out of] last impressions. XXX. Plain English.

XXX. K.I.S.S. (450/8.) XXX. $798. $55,000,000,000. 3,000,000,000. 7AM-7PM. 6:15AM. XXX. Donnelly Weatherstrip rules. XXX. Managers do things right. Leaders do the right thing. NOT. EXCELLE ALWAYS. Them-Us Them

Strategy Planning Marketing Markets Customers Micro-segmentation Cost minimization Synergy/Efficiencies Strategic supplier Process Effectiveness Men Leadership

Standardization Big clients Prestigious Board Us EXECUTION Action Selling/Sales Customers Clients Big Stuff (Women, Boomers Revenue maximization

Decentralization Pioneering supplier Project Excellence Women Management + Leadership Exceptionalism (53 = 53) COOL clients INTERESTING Board Them Big Growth by merger

Buy market share Efficient, streamlined department Certainty-predictability Fearful of losing Plan Careful evaluation Revised plan People/Employees Effective HR department Benchmark against the Us

Mid-size Organic growth Create NEW markets Value-creating PSF Ambiguity-opportunity Aggressive pursuit of winning Prototype Another prototype Another prototype Talent Rockin Talent Development Center

of Excellence Benchmark against the Them Benchmark Orderly career progression Head IQ Professional Stoic, humble leaders Hire for Resume Measured-thoughtful approach

Teamwork comes first billing Listen to customers Customer involvement Us Futuremark Up or Out (PDQ) Heart EQ Passionate Noisy, emotional characters in charge

Hire for intangibles Relentless, pig-headed determination Teamwork and disruptive individuals equal Lead customers Intimate-Seamless customer inter-twining Them MBM (Management by memo) MBA

Shareholder Value comes first Work smart Built to last Reward successes Us MBWA MFA Great people-product rule Work hard Built to Rock the World Reward (EXCELLENT)

failures Design 1T Innovation 1T Jaw-dropping Experience Quality first! Quality first! High-quality transaction CVs demo consistent CVs feature Magic Moments performance Good grades

Cool stuff Operational excellence World-rocking Them Brand Best analysis wins Beyond politics Outsource Motivate Motivate Measured language Product-Service

Pastel Better Mission success Very good Us Lovemark Best STORY wins Politics-is-life, the rest is details Bestsource Send on QUESTS Invite

HOT language Gamechanging SOLUTION, Thrilling EXPERIENCE, DREAM come true, LOVEMARK Technicolor Different Mission EXCELLENCE EXCELLENCE. ALWAYS. Excellence can be obtained if you: ... care more than others think is wise; ... risk more than others think is safe;

... dream more than others think is practical; ... expect more than others think is possible. Source: Anon. (Posted @ tompeters.com by K.Sriram, November 27, 2006 1:17 AM) EXCELLE ALWAYS. ONE WORD+ ONE WORD+

Drill more wells R.F.A. Accountability Realism Decentralization Execution Action bias Most mistakes wins 6:15am Energy Enthusiasm Do>Plan Act>Think

Behavior>Attitude Passion ONE WORD+ 5 min/5,000 miles Women Decency Grace Innovate or Die Re-imagine Fight irrelevance Just Do It Care (You Must)

Flowers (Say It With) Im sorry Thank You Insanely Great Silence 2-cent candy ONE WORD+ Emotion Intuition Sell O.O.D.A. Integrity

Weird Appreciate Celebrate Respect Listen Wander Calendar rules Calendar doesnt lie To dont Max priorities = 3 ONE WORD+ Gasp-worthy

Insanely great Different>better Impact>longevity Dramatic Difference Only ones do what we do Smile $798 7-7-7 Design rules Beautiful Systems 450/8 VP S.O.U.B. Women buy all

Women lead better ONE WORD+ MBWA Why? PSF Wow! ! (red) Buy a Mirror Know thyself Invite Quest Adventure

Talent Brand You Lovemark Experience Dreamketing ONE WORD+ Boomers-geezers own all 2.6/21 25 25 3,000,000,000 (900,000,000)

26 minutes 43 hours Perception Is All There Is Enthusiasm: The Ultimate Virus EXCELLE ALWAYS. Toms Top41 Quotes Tom Peters/01.24.06

Do one thing every day that scares you. Eleanor Roosevelt Life is either a daring adventure, or nothing.Helen Keller Tell me, what is it you plan to do with your one wild and precious life? Mary Oliver Dream as if youll live forever. Live as if youll die today.James Dean The two most powerful things in existence: a kind word and a thoughtful gesture.Ken Langone, founder, Home Depot The deepest human need is the need to be appreciated.William James Dont belittle! OD Consultant, on the essence of a well-functioning human community

If you dont listen, you dont sell anything. Carolyn Marland/MD/Guardian Group It was much later that I realized Dads secret. He gained respect by giving it. He talked and listened to the fourth-grade kids in Spring Valley who shined shoes the same way he talked and listened to a bishop or a college president. He was seriously interested in who you were and what you had to say. Sara Lawrence-Lightfoot, Respect What creates trust, in the end, is the leaders manifest respect for the followers. Jim OToole, Leading Change If you cant state your position in eight words or less,

you dont have a position. Seth Godin Never doubt that a small group of committed people can change the world. Indeed it is the only thing that ever has. Margaret Mead Make your life itself a creative work of art. Mike Ray, The Highest Goal Have you invested as much this year in your career as in your car? A man approached JP Morgan, held up an envelope, and said, Sir, in my hand I hold a guaranteed formula for success, which I will gladly sell you for $25,000. Sir, JP Morgan replied, I do not know what is in the envelope,

however if you show me, and I like it, I give you my word as a gentleman that I will pay you what you ask. The man agreed to the terms, and handed over the envelope. JP Morgan opened it, and extracted a single sheet of paper. He gave it one look, a mere glance, then handed the piece of paper back to the gent. And paid him the agreed-upon $25,000. 1. Every morning, write a list of the things that need to be done

that day. 2. Do them. Source: Hugh MacLeod/tompeters.com/NPR James Yorke, mathematician, on chaos theory in The New Scientist Tom, what have you done this year?Jessica Sutherland, Director, Institute for International Research/Middle East (TP: Yikes!) To live is the rarest thing in the world. Most people exist, that is all.

Oscar Wilde People want to be part of something larger than themselves. They want to be part of something theyre really proud of, that theyll fight for, sacrifice for, that they trust.Howard Schultz, Starbucks It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change. Charles Darwin We may not be interested in chaos but chaos is interested in us. Robert Cooper, The Breaking of Nations: If you dont like change, youre going to like irrelevance even less.General Eric Shinseki, retired Chief of Staff, U. S. Army

You must be the change you wish to see in the world.Gandhi We eat change for breakfast! Harry Quadracci, founder, QuadGraphics If things seem under control, youre just not going fast enough. Mario Andretti You cant behave in a calm, rational manner. Youve got to be out there on the lunatic fringe. Jack Welch, retired CEO, GE We have a strategic plan. Its called doing things.Herb Kelleher, founder, Southwest Airlines I guess it comes down to a simple choice, really. Get busy living, or get busy dying. The Shawshank Redemption (Tim Robbins)

A man without a smiling face must not open a shop. There are people who prefer to say Yes, and there are people who prefer to say No. Those who say Yes are rewarded by the adventures they

have, and those who say No are rewarded by the safety they attain. Improv Wisdom: Dont Prepare, Just Show Up, Patricia Ryan Madson ( yes I said yes I will Yes. James Joyce, Stay Hungry. Stay Foolish.Steve Jobs, Apple Groups become great only when everyone in them, leaders and members alike, is free to do his or her absolute best.Warren Bennis and Patricia Ward Biederman, Organizing Genius The best thing a leader can do for a Great Group is to allow its members to discover their greatness.Warren Bennis and Patricia

Ward Biederman, Organizing Genius You are the storyteller of your own life, and you can create your own legend or not.Isabel Allende Nobody can prevent you from choosing to be exceptional. Mark Sanborn, The Fred Factor A leader is a dealer in hope.Napoleon Nothing is so contagious as enthusiasm. Samuel Taylor Coleridge The greatest danger for most of us is not that our aim is too high

and we miss it, but that it is too low and we reach it. Michelangelo If youre enthusiastic about the things youre working on, people will come ask you to do interesting things. James Woolsey, former CIA director Before you can inspire with emotion, you must be swamped with it yourself. Before you can move their tears, your own must flow. To convince them, you must yourself believe. Winston Churchill

If your actions inspire others to dream more, learn more, do more and become more, you are a leader."John Quincy Adams A year from now you may wish You had started today. Karen Lamb EXCELLE ALWAYS. For Starbucks

The Cup Challenge* Tom Peters/1107.2006 *Potential Quotes for Cups ! Enthusiasm! The Ultimate Virus! Re-imagine!

Re-do! Re-vise! Re-vo-lu-tion! Passion! Energy! Enthusiasm! Passion! Energy! Enthusiasm! "Enthusiasm! Enthusiasm! Enthusiasm!" "Enthusiasm Moves Mountains!" "Nothing Matches Enthusiasm as a 'Motivator'!"

Technicolor Times Demand Technicolor Actions Technicolor Times Demand Technicolor People Wow. Now. Re-imagine! Re-imagine! Re-do! Re-vise! Re-vo-lu-tion! Excellence. Always. No Less

Than Excellence. Ever. No Excellence. no excuse. "Respect!" Leaders Do People. Period. Credibility. Asset No. 1. Tell the Truth.

Truth Wins. Challenge. Challenge. Challenge. Two Big Goals. Tops. Focus. Your Calendar Never Lies Good Story. Good Leader. Best Story Wins. Live the Story. Change the World. Accept Nothing Less. "Dream!" Dream. The Only Worthwhile Reality. Beware Those Who Agree With You Seek Dissidents. Nurture Dissidents. Cherish Dissidents

Do. Do. Do. Do. Do. Do. Do. Do.

Do. Do y it. Try it. Try it. T t. Try it. Try it. Try it ry it. Try it. Try it. Tr t. Try it. Try it. Try it ry it. Try it. try it. Try Tr t. Try it. try it. Try it.

it ry it. Try it. Try it. Tr iMplementation The last 98% Do it. Now. start. Now.

Most. Relentless. wins. Excellence! Demand Excellence! Demand Excellence. The Greatest Gift. Excellence, Lifes Gold Standard Stop Talking! Start Doing! Execute. Execute. Execute. Good Execution Beats Good Strategy

Agility Trumps Size "Women make the best bosses!" Women Rule. Believe It. "You must care!" Listen. Ask. Why? distinct. Or Extinct.

2007. Self-reliance. No option. 2007. Excellence. No option. Excellence. Not optional. its a

brand you world. Me Too = Me Different beats Better. Distinct or Extinct. Innovate or Die Me Too = Me Dead

Talent Time! Best Talent Wins. Best Roster Wins. Moderation Fails in Immoderate Times Moderation Fails in Immoderate Times freaks win in freaky times.

Seek Dissidents. Nurture Dissidents. Cherish Dissidents. best talent wins. women = best leaders. Women = biggest market.

Women = control wealth. Women = rule. Roir/return on investment in relationships Respect = magic. thank you =

magic. thank you = magic EXCELLE ALWAYS. Think! vs. do!

We design intelligent strategies but they fall miles short of their for one reason. Poor organizational effectiveness which in turn leads to a gaping implementation deficit. Tom, I want you to get a handle on the best thinking and best practices from around the world. Ron Daniel (1977*) *TP/1977/first (?) Stanford Ph.D. thesis studying implementation per se.

Excellence1982: The Bedrock Eight Basics 1. 2. 3. 4. 5. 6. 7. 8. A Bias for Action Close to the Customer

Autonomy and Entrepreneurship Productivity Through People Hands On, Value-Driven Stick to the Knitting Simple Form, Lean Staff Simultaneous Loose-Tight Properties 1979-2006 Still missing after all these years

too much talk, too little do TP/BW on BigCo Sin #1: Think! vs. do! Never forget

implementation , boys. In our work, its what I call the last 98 percent of the client puzzle. Al McDonald, former Managing Director, McKinsey & Co, to a project team that included TP The (Strange) Case of Peter Drucker & Michael Porter vs. The Non-linearists HERBERT SIMON. (Administrative Behavior.)

JAMES MARCH. KARL WEICK. (The Social Psychology of Organizing.) EUGENE WEBB. Henry MINTZBERG. (The Rise and Fall of Strategic Planning.) JAMES UTTERBACK. THOMAS KUHN. (The Structure of Scientific Revolutions.) CHARLES LINDBLOM. Daniel goleman. INNOVATION BIOGRAPHERS.* (*Transcontinental Railroad, Electrification, Radio, Television, Containerization, DNA, MOST POLITICAL SCIENTISTS. SILICON Computers, Military History, Etc.)

think! Non-linearist: do! Linearist: Plan it! Non-linearist: Try it! Linearist: Linearist: hypothesize!

Non-linearist: experiment! failure = unnecessary Linearist: Non-linearist: failure = life

a>b* Non-linearist: b>a** Linearist: *Attitude shapes behavior **Behavior shapes attitude deliberate!* Non-linearist: relentless! ** Linearist: * Do it right the first time (Hero: Phil Crosby)

**Never retreat (Hero: U.S. Grant) Linearist: logical! Non-linearist: passionate! give me genius! Non-linearist: give

me luck! Linearist: spotless academic record! Non-linearist: a.d.d. Linearist: Linearist:

measured pace! Non-linearist: Tempo! Tempo! Tempo! think! Plan! (r.a.f.*) Non-linearist: Try it! Screw it up! Fix it! Try it again! (r.f.a.**) Linearist:

*Ready. Aim. Fire. **ready. Fire. Aim. (Or, circa 2006: fire. Fire. Fire.) Cheap Shot minimize cost. Non-linearist: maximize revenue. Linearist: marketing rules.

Non-linearist: sales rules. Linearist: Linearist Background: planning, marketing & finance. Non-linearist background:

sales & operations. Linearist likes: ideas. Non-linearist likes: people. Linearist likes: parts. Non-linearist

likes: wholes. Linearist office: walls. Non-linearist office: none. Linearist style: meetings.

Non-linearist style: m.b.w.a.* *Managing by wandering around Linearist reads: michael porter. Peter drucker.* Non-linearist reads: waterman & peters. Tom clancy.**

*Michael & peter **Bob & tom & tom Linearist reads: michael porter. Peter drucker. Non-linearist reads: doesnt Linearist

drives: lincoln town car. Ford explorer (weekends). Non-linearist drives: bmw. Harleydavidson (weekends). Linearist preferred baseball score: 1-0. Non-linearist

preferred baseball score: 11-9. Linearist preferred football score: 7-0. Non-linearist preferred football score: 41-38. Linearist

criminal record: none. Non-linearist criminal record: disorderly conduct. Chronic jaywalking. do! Addendu m!

The secret of getting ahead is getting started. Agatha Christie Action is the foundational key of all success. Picasso Translating Picasso

Doing something is the key to getting something done. TP (Co-author, In Search of Excellence, first Basic: A BIAS FOR ACTION) ACTION Intelligent people can always come up

with intelligent reasons to do nothing. Scott Simon EXCELLE ALWAYS. GE (more or less) :

The Sales122: 122 Ridiculously Obvious Thoughts About Selling Stuff Tom Peters/0402.2006 This list was first prepared for GE Energy sales & marketing people in January. It started with a half-dozen items, and grew like Topsy. Possibly, given its origins, its a little tilted toward complex, engineeringbased sales. In any event, it makes a perfect companion to The Irreducibles209. This,

too, is effectively a list of irreducibles. Tom Peters 1. Strategy overrated, simply doin stuff underrated. See Kelleher and Bossidy: We have a strategic plan, its called doing things.Herb Kelleher. Execution is a systematic process of rigorously discussing hows and whats, tenaciously following through, and ensuring accountability. Larry Bossidy & Ram Charan/ Execution: The Discipline of Getting Things Done. Action has its own logicask Genghis Khan, Rommel, COL John Boyd, U.S. Grant, Patton, W.T. Sherman. 2. What are you personally great at? (Key word: great.) Play

to strengths! Distinct or Extinct. You should aim to be outrageously good/B.I.W. at a niche area (or more). 3. Are you a personality, a de facto brand in the industry? The Dr Phil of ... 4. Opportunism (with a little forethought) mostly wins. (Successful people are the ones who are good at Plan B.) 5. Little starts can lead to big wins. Most true winnersthink search & Googlestart as something small. Many big deals Disney & Pixarcould have been done as little-er deals if youd had the guts to jump before the value became obvious. Everyone lives by selling

something. Robert Louis Stevenson 6. Non-obvious targets have great potential. Among many other things, everybody goes after the obvious ones. Also, the non-obvious are often good Partners for technology experiments. 7. The best relationships are often (usually?) not top to top! (Often the best: hungry division GMs eager to make a mark.) 8. ITS RELATIONSHIPS, STUPIDDEEP AND FROM MULTIPLE FUNCTIONS. 9. In any public-sector business, you must become an avid

student of the politics, the incentives and constraints, mostly non-economic, facing all of the players. Politicians are usually incredibly logicalif you (deeply!) understand the matrix in which they exist. 10. Relationships from within our firm are as important often more importantas those from outsideagain broad is as important as deep. Alliesavid supporters!within and from non-obvious places may be more important than relationships at the Client organization. Goal: an insanely unfair market share of insiders time devoted to your projects! C(I)>C(X

) 11. Interesting outsiders are essential to innovative proposal and sales teams. An exciting sales-proposal team is as important as a prestigious one. 12. Is the proposal-sales team weird enoughweirdos come up with the most interesting, game-changer ideas. Period. 13. Lunch with at least one weirdo per month. (Goal: always on the prowl for interesting new stuff.) 14. Gratuitous comment: Lunches with good friends are typically a waste of (professional) time. 15. Dont short-change (time, money, depth) the proposal process. Miss one tiny nuance, one potential incentive that

makes my day for a key Client playerand watch the whole gig be torpedoed. 16. Sticking with it sometimes pays, sometimes notit takes a lot of tries to forge the best path in. Sometimes you never do, after a literal lifetime. (Ah, life.) 17. WOMEN ARE SIMPLY BETTER AT RELATIONSHIPSdont get hung upparticularly in tech firmson what industriescountries women cant do. (Or some such bullshit.) 18. Work incessantly on your storymost economic value springs from a good story (think Perrier)! In sensitive public or quasi-public negotiations, a compelling story is of immense valuepolitics is about the tension among competing stories. (If you dont believe me, ask Karl Rove or

James Carville.) (Storytelling is the core of culture. Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld, James Twitchell) 19. Call this 18A, or 18 repeat: Become a first-rate Storyteller! (A key perhaps the key to leadership is the effective communication of a story.Howard Gardner, Leading Minds: An Anatomy of Leadership) 20. Risk Assessment & Risk Management is more about stories than advanced mathi.e., brilliant scenario construction. 21. Good listeners are good sales people. Period. 22. Lousy listeners are lousy sales people. Period. 23. GREAT LISTENERS ARE GREAT SALES PEOPLE. (Listening

skills are hard to learn and subject to immense effort in pursuit of Mastery. A virtuoso listener is as rare as a virtuoso cello player.) (If you dont listen, you dont sell anything.Carolyn Marland/MD/Guardian Group) 24. Things that are funny to me (American) are often-mostly not funny to those in other cultures. (Humor is as fine-edged as it gets, and rarely travels.) 25. You dont know Jack Squat about other peoples cultures especially if you are a typically myopic American. (Like me.) 26. Are you a great interviewer? Its a make or break skill. (Think Barbara Walters skill at extracting unwanted truths from pros in persona-protection ... in front of 10s of millions of

people. 27. Are you a great (not merely good) presenter? Mastering presentation skills is a lifes workwith stupendous payoff. 28. Work like hell on the Big 2: LISTENING/INTERVIEWING, PRESENTING. These are the essence of [sales] lifeand usually picked-up in an amateurish fashion. Mistake! (Become a professional student of these two areas, achieve Mastery.) 29. Are you good at flowers? Think: FLOWER POWER! (see Harvey Mackays Mackay 66what you should know about a Client; e.g., birthdays & anniversaries.) (My flowers budget is out of control. Hooray for me.) 30. You cant do it allbe clear at what you are good at, bad at, indifferent at. Hubris sucks.

FLOWER POWER 31. The point is not to prove yourself. (Thats ego-talk.) Let the best person present to the Clientperhaps a lower level geek. (Control freaks get their just desserts in the long haul or sooner.) 32. The numbers will more or less take care of themselves over the long haulif the relationship/s is/are solid gold. 33. The Gold Standard in selling: INDISPENSABLE to the Client. No other goal is worthy. 34. Never stop growing-broadening-deepening the relationship.

The key to indispensability is to get the Client more and more and more and then more imbedded in our web. Hence the so-called selling process is only the first step! 35. USE THE WORD WE CONSTANTLY & RELIGIOUSLY! (E.g.: Wethe Client & meare going to change the world with this service.) 36. Dont waste your time on jerksitll rarely work out in the mid- to long-term. 37. Genius is walking away from lousy scores (deals)and accepting the attendant heat. Big Business is the premier home to Big Egos overpaying by a factor of 2 to 22 with billion$$$$ at stake. (Think Jerry Levin and AOL Time Warner.)

If you dont listen, you dont sell anything. Carolyn Marland/ Managing Director/ 38. You havent a clue as to how this situation will actually play outbe prepared to move fast in a different direction. 39. Keep your word. 40. KEEP YOUR WORD. 41. Underpromise (i.e., dont over-promise; i.e., cut yourself a little slack) even if it costs you businesswinning is a long-term

affair. Over-promising is Sign #1 of a lack of integrity. You will pay the piper. 42. There is such a thing as a good lossif youve tested something new and developed good relationships. A half-dozen honorable, ingenious losses over a two-year period can pave the way for a Big Victory in a New Space in year 3. 43. Its a competitive world out there. New, innovative products are harder to sell than old stand-bys. Nonetheless, you will be a long-term star to the extent that you are willing to push the harder-to-sell-at-the-moment Innovative Products that cement long-term Client success (Indispensability!) even if it means a #s hit this quarter. PART OF YOUR JOB: TAKE CLIENTS ON AN ADVENTURE THAT PUTS THEM AHEAD OF THE GAME CALLED

(GAMECHANGINGhopefully) COMPETITIVE ADVANTAGE! You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you. Dale Carnegie 44. Think legacywhat the hell is all this really about for you

and the world? (Tell me, what is it you plan to do with your one wild and precious life? Mary Oliver) 45. THERE ARE NO MODERATES IN THE HISTORY BOOKS! 46. Keep it simple! (Damn it!) No matter how sophisticated the product. If you cant explain it in a phrase, a page, or to your 14-year-old ... you havent got it right yet. 47. Know more than the next guy. Homework pays. (of course its obviousbut in my work it is too often honored in the breach.) 48. Regardless of project size, winning or losing invariably hinges on a raft of little stuff. Little stuff is and always has been everything!!!!!!!!!!!!!!!!!!!!or, one mans little stuff is

another mans 7.6 Richter deal-breaker. 49. In public settings in particular, face saving is all. When something changes, allow the other guy to come out looking like a winner, especially if he has lost. (Even if you must accept the egg on your facehe will always remember you!) 50. Dont hold grudges. (It is the ultimate in small mindedness and incredibly wasteful and ineffective. Theres always tomorrow.) 51. ITS ALWAYS THE POLITICSwee private-sector deal or giant public sector deal. (Every player, small or large, is angling for something. Master the calculus of advantage.) 52. To beat the turnover problem in key Client posts amidst

long negotiations, invest outrageous amounts of time building a wide & deep set of relationships with mid-level (& lower!!) plodding careerists. The invisible careerists are the bedrock upon which repeated success is built! (My Capitol Hill Axiom: Its the 24-year-old LA who in the end briefs the Senator right before she goes to the Floor to vote.) 53. Speaking of she: Gender differences are Enormous dealing with a woman and dealing with a man are different kettles of fishyou must become an A+ student of gender differences. (E.g.: Men are typically more interested in the short-term score. Women are more interested in the longterm consequences.) 54. LITTLE PEOPLE OFTEN HAVE BIG FRIENDS. 55. This is not war, damn it. All parties can win (or not lose,

anyway). And losing bidders can walk away from a deal with increased respect for you and your team. 56. Never, ever dump on a competitorthe Tom Watson IBM glory-days mantra. 57. Never forget the Law of Cousins! In developing nations in particular, power brokers at all levels are at least cousins! Consideration for a second cousin can pay off big time. 58. Speaking of favors, jail sucks. 59. Work hard beats work smart. (Mostly.) 60. REPEAT: HE/SHE WHO HAS THE MOST-BEST RELATIONSHIPS WINS. RELATIONSHIPS ARE THE ESSENCE OF THE WORK OF THE SALESPERSON. THE HARD ... AND LONG ...

WORK OF THE SALESPERSON. 61. Mano v mano hardball is seldom the answerend runs based and patient multi-level relationship building via deeperwider networks win. 62. If the deal is wired from below, truly wired, than the socalled big negotiations are essentially irrelevant. 63. If every quarter is a little better than the prior quarter then you are not taking any serious risks. 64. Phones beat email. Nothing is so contagious as enthusiasm. Samuel Taylor Coleridge

65. A THREE-MINUTE CALL TODAY CAN AVOID A GAME-LOSER OF A FIASCO NEXT MONTH. There was always a time when a little thing could have been addressed that headed off a subsequent big thing. As to avoiding that call, didnt someone say, Pride goeth before the fall? 66. Be hyper-organized about relationship managementyou are in the anthropology business. Study the great pols! Brilliant NRM (network relationship management) is not accidental! It is not catch-as-catch can. (Football analogies are cutebut deep political understanding pays the private-school tuition.) 67. Obsess on ROIR (Return On Investment In Relationships). 68. THANK YOU NOTES: Worlds highest-return investment!!

69. The way to anyones heart: Doing a nice thing for their kid. (But, gawd, does this take a gentle touch.) 70. Scoring off other people is stupid. Winners are always in the business of creating the maximum # of winnersamong adversaries at least as much as among partners. 71. Your colleagues successes are your successes. Period. (Trust me, my greatest personal successfinancially as well as artisticallyhas been creating a bigger pond in which everyone wins, even if my market share is down.) 72. Lend a helping hand, especially when you dont have the time. E.g. share relationshipsthe more you give away the more you get in return (just like they say in church).

73. Listen up: It was much later that I realized Dads secret. He gained respect by giving it. He talked and listened to the fourth-grade kids in Spring Valley who shined shoes the same way he talked and listened to a bishop or a college president. He was seriously interested in who you were and what you had to say. Sara LawrenceLightfoot, Respect. (I.e., Respect is Cool.) 74. Mentoring is a thrilland the practical payoff is enormous. The best mentors have the whole world working its buns off for them! 75. Hire for enthusiasm. Promote for enthusiasm. Cherish enthusiasm. REMOVE NON-ENTHUSIASTSTHEY ARE CANCERS. (Nothing is so contagious as enthusiasm. Samuel Taylor Coleridge. A man without a smiling face

must not open a shop.Chinese Proverb.) 76. ITS ALWAYS YOUR PROBLEMyou sold it to them. 77. Its never over: While there may be an excellent service activity in your company, the relationship belongs to You! Hence the aftersales moments of truth are at least asif not more than*--important to the Continuing Relationship as the sale transaction itself. (*I vote for more than.) Youll get your biggest points with the Client for being an effective after-the-fact go-between with your company. 78. Dont get too hung up on systems integrationfirst & foremost, the individual bits have got to work. 79. For Gods sake dont over promise on systems

integrationits nigh on impossible to deliver. 80. On the other hand winners clamber Up the Value-added Ladder, and offer ever so much more than mere product. ALL SUCCESSFUL SALES PEOPLE ARE IN THE SOLUTIONS BUSINESSno matter how jargony that may sound. 81. Systems / Solutions selling means grappling directly with culture change in Client organizations. (The business of selling is not just about matching viable solutions to the customers that require them. Its equally about managing the change process the customer will need to go through to implement the solution and achieve the value promised by the solutionJeff Thull, The Prime Solution: Close the Value Gap,

Increase Margins, and Win the Complex Sale) 82. Shit happens. Thats what they pay you for. 83. This is not a GE or Ben & Jerrys saleit is a Joe Jones/Jane Jones sale. YOU ARE THE BRAND THE CLIENT BUYS especially over the long haul. 84. Duh: You make money, the company makes moneyon repeat business. 85. Masteryes, youthe PR Game. Word of Mouth is not accidental! You want Word of Mouth? Make it happen! 86. GOAL #1: MAKE YOUR CLIENT A HEROYOU ARE NOT THERE TO GET CREDIT. (Taking credit is for egomaniacs. And losers.) 87. Decent margins, over the mid- to long-term, are a product of better relationships, not better negotiating skill. (Mostly.)

You cant behave in a calm, rational manner. Youve got to be out there on the lunatic fringe. Jack Welch 88. In the immortal words of ex-GE Vice Chairman Larry Bossidy, more or less, Realism rocks. (Bullshit artist and great salesperson, contrary to conventional wisdom, are Diametric Opposites. Truthteller and Great Salesperson is more like it.)

89. Be the first to tell the Client bad news (e.g., slipped delivery); his intelligence sources will tell him fastyou want to be there first with your story and to enhance your rep as Truthteller! 90. Work like hell to get a reputation as a valued industry expert, to become an industry resource. 91. Work the Trade Association angle for all its worthit may take a decade to pay offe.g., when you become an officer or are on an important panel or testify Before Congress. 92. PAY YOUR DUES IN THE CLIENT ORG AND IN YOUR OWN ORG! 93. Its all bloody tactics. 94. You must ... LOVE .... the product! (Period.) 95. YOU MUST LOVE THE PRODUCT!

96. Dont over-schedule. Running late is inexcusable at any level of seniority; it is the ultimate mark of self-importance mixed with contempt. 97. Women are better salespeople. (See Addendum.) 98. Women alone understand Women. 99. Actually, Women by and large understand Men better than Men understand Men. 100.Women purchasers buy Stories and recommendations. 101. Women take longer to become Loyal purchasers, but then stay Loyal. 102. Men buy Stats. 103. Men decide fast, but are fickle.

104. Men & Women are VERY, VERY Different. 105. Women buy most things. Consumer. Increasingly, professional goods and services. 106. Womens Market is Opportunity #1. 107. Boomers. Many, many. Lots & lots & lots of $$$. 108. Boomers-Geezers are very different purchasers than those in other categories. Women Rock as Salespersons (From Item #97.) And the answers are? TAKE THIS QUICK QUIZ: Who manages more things at once? Who puts more effort into their appearance? Who usually takes care of the details? Who finds it

easier to meet new people? Who asks more questions in a conversation? Who is a better listener? Who has more interest in communication skills? Who is more inclined to get involved? Who encourages harmony and agreement? Who has better intuition? Who works with a longer to do list? Who enjoys a recap to the days events? Who is better at keeping in touch with others? Source: Selling Is a Womans Game: 15 Powerful Reasons Why Women Can Outsell Men, Nicki Joy & Susan Kane-Benson 109. It takes time to get to know people. (DUH.) 110. The very idea of efficiency in relationship

development is ... STUPID. 111. MBWA (still) rules. 112. Preparing the soil is the first 98 percent. (Or more.) 113. WORK THE PHONES! 114. Rule 5K-5M: 5K miles for a 5-Minute meeting often makes sense. (Yes, often.) (Even with constrained travel budgets.) (Thanks, super-agent Mark McCormack.) 115. Become a student! Study great salespeople! (Including Presidents.) (Natural is a little bit truebut then Naturals are always the ones who study hardest e.g., Jerry Rice.) 116. Become a student! Yes, you can study Relationship

Building. So, study 117. Beware complexifiers and complicators. (Truly smart people ... Simplify things.) 118. The smartest guy in the room rarely winsalas, he usually is aware hes the smartest guy. (And neednt waste his time on that soft relationship crap.) 119. Be kind. It works. 120. Be especially kind when there are screw-ups. (Theres plenty of time later to Play the Great Accountability Game.) 121. Presidents never tire of being treated like

Presidents. 122. Luck matters. Good luck! EXCELLE ALWAYS. EXCELLENCE. NEW VALUE EQUATION. NEW C-levels.

R C *Chief Revenue O* Officer

X O* C Xperience *Chief e Officer F C

O* *Chief Festivals Officer D O* C *Chief

Design Officer DM* DM C ST C

O* *Chief Storytelling Officer PI* C *Chief Portal Impresario C C

O* *Chief Conversations Officer C Ww M* *Chief WikiWorld Maniac

L C O* *Chief Lovemark Officer S C

O* *Chief Seduction Officer ta C O* *Chief talent acquisition Officer FA

C O* *Chief freaks acquisition Officer FAP C O*

*Chief freaks acquisition & Protection Officer Q C O* *Chief quest-meister T C

O* *Chief Thrills Officer W C O* *Chief WOW Officer

! C *Chief O* ! Officer EXCELLE

ALWAYS. EXCELLENC E. PERSONAL. EXCELLENCE. ALL YOU NEED TO KNOW. (ABOUT ME.) A Few Biases You Should Know About *I am not a macro-economist. *I am wholly biased by 30 years (1970-2000) in Silicon

Valley. *I would rather work for eBay than BankAmerica. *I believe that the Giant Merger Game is the single greatest waste of energy in the world of business. *Economies of scale are wildly over-rated. *I find the entire notion of career to be disturbing and a little silly. *I find the notion of built to last hilarious. *Between 1965 and 1980 I turned 179.9 degrees from Mr Big Government to Mr Cool Entrepreneur. (Thank you, Frank Perdue.) *Joseph Schumpeter (gales of creative destruction) and F.A. Hayek are my economist gods; JK Galbraith is my bte noir. *Innovation is a wonderfully messy & chaotic processnot

amenable to strategic plans. *I believe in Luck. (Fooled by Randomnessbest book Ive ever read.) A Few Biases You Should Know About *I find most strategic plans (and strategic planners) to be amusing. *I am not Mike Porter. *I am not Peter Drucker. *I am not Jim Collins. *I believe that the resilience of Giant Companies is wildly-absurdly over-rated. *I believe that Americas productivity edge comes from car

dealers more than Giant Cos. *No business model is the last word. *I am a Great Believer in the basics: product, people, customers, execution. (Hence there is nothing very interesting, save one thing, in In Search of Excellence.) *I believe that EXCELLENCE is a legitimate aspiration for each of us; and that any lesser aspiration is unconscionable. Execution. Execution (Discipline.)

Accountability. Action, a Bias for. (S.A.V./R.F.A.) Relentless. Experimentation. (Innovate or Die. He who makes ) Adaptability. (Plan B; We eat ) In the moment. (Bertolucci.) Senility. Exuberance. Fun. Technicolor. Wow! (Extreme Language.) Quest-Adventure. By Invitation. Talent. Roster. ($21M.)

Weird. (Hangin Out + Bottlenecks.) D-squared/Dramatic Difference. Up-Up-Up the VA Ladder. Trifecta: Wow Projects-Brand You-PSF. (No Option.) Design. Women. 4-40/D.E.A.615. (60TIBs; IRR209.) 4-40 EXCELLENCE. EXCELLENCE. ALL YOU NEED TO KNOW.

STRATEGY. Paul Allaire: We are in a brawl with no rules. TP: Theres only one possible answerS.A.V.* *Screw Around Vigorously Excellence1982: The Bedrock Eight Basics 1. A Bias for Action 2. Close to the Customer 3. Autonomy and Entrepreneurship

4. Productivity Through People 5. Hands On, Value-Driven 6. Stick to the Knitting 7. Simple Form, Lean Staff 8. Simultaneous Loose-Tight Properties TPs 23Passions by date: 1942-2006 B>A* (R.F.A.) (*Behavior drives Attitude) 71-07

Implementation = #1 73-77 (07) Soft is Hard (Management Style) 77-79 (07) (Org) Structure>Strategy 77-83 (07) Strategy-Structure+/ McKinsey 7-S Model ... 77-81 Action>Planning 74-07 Mess = Reality ... 77-07 Skunkworks/Skunks (Offline Innovation/Innovators) 84-91 MBWA 80-85 (07) Excellence I 79-84 Mid-size biz is cool 84-89 (07) Customer service 84-88 Innovation 87-92 Free trade/Hayek 90-92

New Org Models 92-96 PSF 92-06 WOW! (WOW Projects) 93-06 Brand You 94-00 Design 94-06 Women (Markets-Leaders) 96-06 Boomers (insane $$$$$) 05-07 EXCELLENCE II 06-07 Healthcare (Quality-Wellness-PatientCentric) 06-07 Exuberance-Passion (Soft is Hard) 42-06 Worth. The.

hassle. Why I Work/Stuff I Care About *Hard is soft. Soft is hard. Social stuff, Emotional stuff = Good stuff = The Right Stuff! *Mess = Normal = Reality. Rationality = Delusional. Non-linearity = Life 101. (Embrace it! Design accordingly!) *Failure = Normal/Necessary/Good! Reward excellent failure. Punish mediocre success. Fail faster. Succeed sooner. Fail. Forward. Fast. Fail. Sam Walton Secret #1: Fail. Fast. *Do > Think. Act > Talk. Action bias! RELENTLESS EXPERIMENTATION! R.F.A./Ready. Fire. Aim. S.A.V./Screw Around Vigorously.

*Decentralization = Holy writ = More independent tries. *Success for Mortals: Indirection. SkunkWorks. End Runs. Parallel Universe. 4F/Find a Fellow Freak Faraway. Demos. Heroes. Stories. *The Missing 98%: Implementation-Execution. *Strategic planning, limits thereto. Severe. *Pitiful performance of Huge Companies. Needed: C.D.O./ Chief Destruction Officer. *Severe limits to scale advantage. Mega-mergers = Stupid. *Built to last. Why??? Instead: Built to change the world. *People First! People Power! Best Roster Wins. HR (should) rule! Leaders DO People! Respect-Appreciation Rules! *Freaks for Freaky Times!

*WOMENS WORLD!/WOMENOMICS! #1 MARKET! WEALTH/ALL! LEADERS/BETTER! (Also: Boomers/Geezers/Many/Money.) *Aesthetics! Beauty! Grace! (Design primacy.) *MBWA! (Managing By Wandering Around.) *Basics Rule: Dont over-complicate. (Product, People, Action ) *Educate for Risk-taking, Creativity, Independence. *B-schools suck. Teach all except whats important. D-School = Cool. *Healthcares Big Three: Quality. Prevention. Wellness. *R>C. (Adding Revenue > Cutting cost.) Help Wanted: C.R.O./ Chief Revenue Officer.

*S>M (Selling > Marketing.) SELL! SELL! SELL! SELL! *Free markets work! Free trade works! Rise of India-China = Good thing. Respond with Excellent Performance: Add insane amounts of value! Become a Lovemark!! *Brand You. Self-reliance!! Mastery !! Liberation!! *Survival = PSF/Professional Service Firm mindset. Goal #1: Enable clients to become successful beyond their dreams! *Fun! (Cool is Cool.) *Service-obsessed!/Experience-obsessed! (Object: Raving fans.) *PASSION-EXUBERANCE-ENTHUSIASM.

TOM PETERS. THE DAMN ITS. To The Mat: The 5 Damn Its Women. PSF. Brand you. R.f.a. EXCELLENCE.

ALWAYS. M.I.A. Action! * Implementation! ** The Work Itself! *** *R.F.A. **Execution ***WOW Projects! Never forget implementation

boys. In our work its what I call the missing 98 percent of the client puzzle. Al McDonald The first 90% of a project takes 90% of

the time. The last 10% takes the other 90% of the time. Richard Templar, The Rules of Management TOM PETERS. THE DEAL. Revolution-Transformation.

(No long runs on Broadway-Senility.) Soft>Hard. (Culture or Bust.) Execution-Action. (Do>Think.) Clean Sheet of Paper. (Web2.0, Transparency, New Org FormItinerant Potential Machines.) PSF-Brand You-Wow Projects.

Up-Up-Up the VA Ladder. (Gamechanging Solutions-Eyepopping Experiences-Dream Merchants-Lovemarks.) Weird. (Innovation Easy.) Energy-Enthusiasm-Relentlessness. Excellence. Always. EXCELLE ALWAYS.

Toms 60TIBs* *TIB = This I Believe Sixty for Sixty: Toms 60TIBs The architect Bill Caudill was a contrarian. He pioneered the idea of working intimately with clients to create spaces that met their needs; this flew in the face of conventional wisdom, which held that the architect was pure artist, barely deigning to make client contact. Caudills approach was wildly successfulso much so that today its become

conventional wisdom. Over the years Bill jotted notes on this and that, and began to organize them for his children. The title of his musings: This I Believe. After Caudills death, his colleagues collected the notes and published them. That is, The TIBs of Bill Caudill. A sixtieth birthday is a monumental occasion, and I chose, among other things, to give myself a present to mark the/my date in November 2002. I sat on a hill overlooking my farm in Vermont, and scribbled down 60 thoughts, one for each year, that seemed to capture my professional and, to some extent, my personal journey. Those thoughtsToms 60TIBsherewith.

1. TECHNICOLOR RULES! (Passion Moves Mountains!) 2. Audacity Matters! 3. Revolution Now! 4. Question Authority! (& Hire Disrespectful People.) 5. Disorganization Wins! (LOVE THE MESS!) 6. Think 3M: Markets Matter Most. ONLY EXTREME COMPETITION STAVES OFF STALENESS. (You can take the boy out of Silicon Valley, but you cant take Silicon Valley out of the boy!)

7. Three Hearty Cheers for Weirdos. (Bill Gates, Steve Jobs, Larry Ellison, Scott McNealy, Craig Venter et al.) 8. Message 2003: Technology Change (Info-sciences, Biosciences) Is in Its Infancy! (WE AINT SEEN NOTHIN YET!) 9. Everything Is Up For Grabs! Volatility Is Thy Name! (Forever & Ever. Amen.) RE-INVENT OR DIE! 10. Big Sucks. (Mostly.) (VERY Mostly.) 11. Permanence Is a Snare & a Delusion. (Forget Built to Last. Its Yesterdays Idea.)

12. Kaizen (Continuous Improvement) Is Dangerous. 13. DESTRUCTION RULES! 14. Forget It! (Learning = Easy. Forgetting = Nigh on Impossible.) 15. Innovation Is Easy: Hang Out with Freaks. (Employees, Board Members, Customers, Suppliers, Alliance Partners, Consultants.) 16. Boring Begets Boring. (Cool Begets Cool.) 17. Think Portfolio. (Were All V.C.s.) 18. Perception Is All There Is. (Insiders ALWAYS overestimate the Radicalism of

What Theyre Up To.) 19. Action ALWAYS Takes Precedence. Think: R.F!A./Ready. Fire! Aim. (REWARD SUCCESS. REWARD FAILURE. PUNISH INACTION.) 20. He Who Makes & Tests the Quickest & Coolest Prototypes Reigns! 21. Haste Makes Waste. (SO GO WASTE!) 22. Screw-ups are the Mark of Excellence. (Do It Right the First Time Is a Very Stupid Idea.) 23. Play Hard! Play Now! (Cherish Play!)

24. TALENT TIME! (He/She Who Has the Best Roster Rules!) 25. Re-do Education. Totally. (FOSTER CREATIVITY NOT UNIFORMITY.) (THE NOISIEST CLASSROOM WINS.) 26. Diversitys Hour Is Now! 27. SHE Is the Best Leader! 28. MARKETING MANTRA: Embrace the BIG THREE Demographics. (1) SHE is the Customer. (For everything.) (2) Rapidly Aging Boomers Have ALL THE MONEY. (3) Green Matters. (TRILLIONS OF $$$$$ Are at Stake.) (NOBODY

Gets It.) (Mere Programs Will Not Suffice.) 29. Re-boot Healthcare. (UNDERSTATEMENT.) 30. WHAT ARE WE SELLING? Experiences & Solutions > Quality & Satisfaction. (The Traditional Value-added Equation Is Being Set on Its Ear.) 31. DESIGN = New Seat of the Soul. 32. Branding Is for EVERYONE. He Who Has the BEST STORY Takes Home the Marbles. 33. DRAMATIC DIFFERENCE = Only Difference. 34. WORDS/Language Matters a Lot. (E.g.:

Three Hearty Cheers for Wow!) 35. WHAT MATTERS IS STUFF THAT MATTERS. (Query #1: Are You Proud of It?) 36. eALL. (IS/IT: Half-way = No Way.) 37. DREAM Big! DREAM Enormous. DREAM Gargantuan. (These Are XXXL Times.) 38. THINK MIKE! (Michelangelo: The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it.) 39. There Is Only ONE BIG ISSUE. Crossfunctional Communication.

40. Stop Doing Dumb Shit. (SYSTEMATIZE THE PROCESS OF UN-DUMBING.) 41. Beautiful Systems Are BEAUTIFUL. 42. The WHITE-COLLAR REVOLUTION Will Devour Everything in Its Path. 43. Take Charge of Your Destiny! BrandYou Moment! DISTINCT OR EXTINCT! 44. Powerlessness Is a State of Mind! Think: King. Gandhi. De Gaulle. 45. Pursue Adventure in Every Task. 46. EXCELLENCE Is a State of Mind.

(Excellence Takes a Minute.) (No Bull.) 47. SHOW UP! (If You Care, Youre There.) 48. YOUR CALENDAR KNOWS ALL. (You = Calendar.) (Mind Your TO DONT List.) 49. LIFE IS SALES. (The Rest Is Details.) 50. Boss Mantra #1: I DONT KNOW. (I Dont Know = Permission to Explore.) 51. Management Role 1: GET OUT OF THE WAY. (Clear the Way.) (Manager = Hurdle Removal Professional.) 52. Epitaph from Hell: He Woulda Done Some Truly Cool Stuff But His Boss Wouldnt

Let Him. 53. Change Takes However Long You Think It Takes. (Eschew Incrementalism.) 54. Respect! (Rule 1: Dont Belittle!) 55. Thank You Trumps All! 56. Integrity Matters! Integrity = Credibility. (Dennis K. Is a Jerk.) 57. SOFT IS HARD. HARD IS SOFT. (Numbers Are Soft. People Are Not.) 58. Try Sunny! (Sunny Begets Sunny. Gloomy Begets Gloomy.) 59. DISPENSE ENTHUSIASM!

60. FUN Is Not a 4-Letter Word. So, too JOY. (And GRACE.) EXCELLE ALWAYS. Tom Peters to-mA-to to-mah-to New Delhi. Thirteen September 2004. I awoke, jetlagged and sweaty, at 3A.M. Id had

a nightmare. Stark realism. I was, as usual, accused of overstatement and a few (or more) too many exclamation marks (!!!!!). Only this time Id acceded to They. The They who believe in The Plan and Built to Last and Continuous Improvement and Quiet, Humble Leaders. No! No! I had failed, in my dream, to live up to my Fervent Beliefs! This must not pass! In a sweat, fearful that the time would not come round again, I turned on the light, picked up a pad of paper, and began to scribble frantically. Herewith the result.

Toms Re-imagine Manifesto! They say my (Tom) language is extreme. I say the times are extreme. They say Im extreme. I say Im a realist. They say I demand too much. I say they accept mediocrity & continuous improvement too readily. They say We cant handle this much change. I say Your job and career are in jeopardy; what other options do you have? They say Brand You is not for everyone. I say the alternative is unemployment.

They say Whats wrong with a good product? I say Wal*Mart or China or both are about to eat your lunch. Why cant you provide instead a Fabulous Experience? Toms Re-imagine Manifesto! They say Take a deep breath. Be calm. I say Tell it to Wal*Mart. Tell it to China. Tell it to India. Tell it to Dell. Tell it to Microsoft. They say the Web is a useful tool. I say the Web changes everything. Now. They say We need an Initiative.

I say We need a Dream. And Dreamers. They say Great Design is nice. I say Great Design is necessary. They say I overplay the womens thing. I say the share of Women in Senior Leadership Positions is a Waste and a Disgrace and a Strategic Marketing Error. Toms Re-imagine Manifesto! They say the Womens Market Opportunity I harp on is doubtless important. I say 9 out of 10, make that 99 out of 100, companies arent within striking distance of accurately estimating the potential

of the Womens Market let alone exploiting it. They say the boomer-geezer market is also doubtless important. I say the boomer-geezer market amounts to a Redefining Moment. They say we need a project to exploit the women-boomer-geezer market. I say we need Total Strategic Realignment to exploit the Women-Boomer-Geezer Opportunity. They say Wow is typical Tom. I say WOW is a Minimum Survival Requirement. They say effective governance is important. I say bold-brash Boards that are representative of the market servedmore than a token woman or two and an empty seat for the forthcoming Hispanicare an Imperative. Now.

They say Better. I say Different! Toms Re-imagine Manifesto! They say Plan it. I say DO IT. They say We need more steady, loyal employees. I say WE NEED MORE FREAKS WHO ROUTINELY TELL THOSE IN CHARGE TO TAKE A FLYING LEAP BEFORE ITS TOO LATE.

They say We need Good People. I say We need Quirky Talent. They say We like people who, with steely determination, say, I can make it better. I say I love people who, with a certain maniacal gleam in their eye, perhaps even a giggle, say, I can turn the world upside down. Watch me! They say We must speed things up. I say We must Radically change the Corporate Metabolism until Insane Urgency becomes a Sacrament. Toms Re-imagine Manifesto!

They say, Sure, we need Change. I say we need REVOLUTION NOW. They say (acknowledge), Okay, we need revolution. I say, REVOLUTION. They say fast follower. I say battered and bruised leader. They say Conglomerate & Imitate! I say Create & Innovate! They say Market share.

I say Market CREATION. They say Improve & Maintain. I say DESTROY & RE-IMAGINE. Toms Re-imagine Manifesto! They say We like words such as calm certainty is. I say I like words/phrases such as turbulent opportunity might be. They vote for Republicans and Democrats. I vote for Independents and Libertarians. They say Normal. I say Weird. They say Happy balance.

I say Creative Tension. They say they favor a team that works & lives in harmony. I say give me a raucous brawl among the most creative people imaginable. They say Peace, brother. I say Bruise my feelings. Flatten my ego. SAVE MY JOB. Toms Re-imagine Manifesto! They say Vanilla. I say Cherry Garcia. They say Basic Black. I say TECHNICOLOR RULES!

They say Branding is for the likes of Nike. I say Branding is for Everyone & Anyone with the Passion & Tenacity to foist their Wonderful & Weird Point of View on the world and the New Worlds (read: Webs) power allows-encourages such silly (until recently) visions-of-ubiquity to become reality, perhaps overnight. They say we need happy customers. I say Give me pushy, needy, nasty, provocative customers who will drag me down Innovation Boulevard. They say they want to partner with best of breed. I say Give me Coolest of Breed.

Toms Re-imagine Manifesto! They say we need supply chain harmony. I say we need supply chain Innovation. They say We seek Harvard MBAs. I say I seek Certificate-free PhDs from the School of Hard Knocks. They say they want recruits with a spotless records. I say the Spots are what matter most. They say Integrity is important. I say Tell the Unvarnished Truth, All the Time or take a Long Hike. They read Jim Collins and grok on quiet, humble leaders.

I say Give me the Bold, the Brash, the Brassy, the Egocentric Dreamers who, like Steve Jobs, Dent the Universe. They say Improve. I say Re-imagine! Toms Re-imagine Manifesto! They say they need a vision born of McKinsey. I say we need a Grandiose Dream born of a Passionate & Intemperate Belief that the world can be a different,

better place. They say healthcare, our biggest industry, is a mess. I say our hospitals, which kill over 100,000 patients a year, are part of a system that is a disgrace. They say obesity is a problem lose some weight. I say Re-imagine the entire healthcare system NOW to focus on Prevention & Wellness. They say no child left behind. I say education is leaving ALL our children behind, as it is totally mis-aligned to deal with tomorrows (this afternoons) uncertain, ambiguous, creativitydriven economy. Toms Re-imagine Manifesto!

They say, Of course we believe in marketing. I say Is the CMO [Chief Marketing Officer] on the Board of Directors? They say Of course we believe in marketing. I say Has your customer data base won numerous major industry awards? They say Of course we believe in marketing. I say Is your Web site Sooooo Cool, Sooooo Fresh, Sooooo Friendly to Use that it gives you goose pimples just to e-visit, even though youve seen it 1000 times? They say Of course we believe in marketing. I say How many in-depth customer visits did the CEO make last month?

They say Yes, the Womens thing is important. I say Do women hold at least 1/3rd of your Board seats? They say Were coming around on the design bit. I say Is, as at Braun, your Chief Design Officer on the Board of Directors? Tom Re-imagine Manifesto! They say Of course we think the experiences thing is important. I say Is there an EVP Experiences? They say Of course innovation is important. I say Is your percentage of revenue devoted to R&D at least 1.5 (2.0? 2.5?) times the industry average?

They say Of course we believe in IS/IT. I say Is the CIO on the Board of Directors? (Only 5% of Fortune500 CIOs are on the Board. One example: Wal*Mart.) They say Of course we believe in IS/IT. I say How many members of your Board are under 35 years old? They say We believe in having a flat organization. I say Is your headquarters in a Tower? Toms Re-imagine Manifesto! They say we need to bring effectiveness to the supply chain. I say we need an IS/IT/Best Sourcing revolution based

on nothing less than an Entirely Original Vision of what organizations are and how they interact. They say Globalization is a bumpy road. I say India and China and Asia in general are within two decades of running the show: Get ready or get trounced. They say defense and consolidation are musts for a global game. I say encourage Offense, nurture a Generation (or 10) of Entrepreneurs, cherish Creativity & Risk-taking from primary school onwards and dont expect to be saved by a bunch of bulky, retro behemoth

commanded by a phalanx of Old White Guys who think 30 minutes a day on the corporate treadmill and 27 holes on the links are a fit defense against Revolution. Toms Re-imagine Manifesto! They say Get an MBA. I say Get an MFA. They say If it cant be precisely measured then it isnt real. (And I suppose if it can be measured it is real? Think Enron? Adelphia? WorldCom?) I say If it can be precisely measured it isnt real. (Think

Age of Intangibles & Relationships.) (Think: He knew the price of everything and the value of nothing.) They say Rationality is the Bedrock of Modern Society. I say Irrationality [irrational exuberance?] is the Mother of all True Entrepreneurial Pilgrimages. They say Order is the necessary precursor to measured, sustainable success. I say Dis-order is the precursor to Opportunistic Sorties, Market Creation, Quantum Leaps, and Entrepreneurial Adventure. Toms Re-imagine Manifesto! They say To get anywhere, you have to know exactly where the

hell youre headed. I say If you know precisely where youre headed and exactly how youre gonna get there, then you clearly suffer from Advanced Shrivelus Imaginationus. (This disease is fatal.) They say Employees need Well-defined Structure. I say Talent should be encouraged to embark on Quests to the Unknown. They say Im here to maximize shareholder value. I say Im here to inflame each & every member of my Awesome Staff to embark with Vigor & Determination & Passion & Enthusiasm on a Quest of Monumental Consequence. (And if I come even close to succeeding,

it will, in fact, dramatically up the odds of Thriving Amidst Todays Chaosand creating untold shareholder value in the process.) Toms Re-imagine Manifesto! They say men. I say WOMEN. They say Diversity is a good thing. I say Diversity is a Fresh Breath of Creative Air Absolutely Necessary for Economic Salvation in perilous times. They say Wait your turn, honor those who have marched these corridors before you. I say Get Off Your Butt & Go for the Gold TODAY or sign

the transfer papers willing your job in perpetuity to a Chinese or Indian who Gives a Shit and Gets Up (VERY) Early and works Saturdays & Sundays. They say offshoring is a blight. I say the Earth proved not to be the center of the Solar System and the USA is not the epicenter-in-perpetuity of the Earth and that we had best learn NOW to prosper and take pleasure in a dynamic, exciting, creative, multi-polar economic environment. (Damn it.) Toms Re-imagine Manifesto! They say Its a fright. I say Its a Helluva Ride.

They say its daunting. I say its a bronco-bustin day at the rodeo. They say Life is a marathon; husband your strength. I say Life is a sprint. Begin planning your World-beating Me Inc. start-up TODAY. They say lifetime employment was a boon. I say lifetime employment was Indentured Servitude, modern-day Slavery. They say safety net. I say I am my safety net; give me some version of the Ownership Society. They say zero defects. I say A day without a screw-up or two is a day pissed

away. Toms Re-imagine Manifesto! They say Think about it. I say Try it. They say Plan it. I say Test it. They say continuous improvement. I say Bold Leaps. They say Keep on Improvin. I say Keep on Leapin. They say Built to last. I say Built to Soar. Were all dead in the long run

live your Insane Fantasy. Devil take the hindmost. They (Jim Collins) say Walgreens is Cool. I say I love Larry Ellison. (Oracle rules at least for the next ten minutes.) Toms Re-imagine Manifesto! They say Play the odds. I say Reward excellent failures. Punish mediocre successes. (Thanks, Phil Daniels.) They say Eighty-hour weeks will kill you. I say Work 35-hour weeks, and the Chinese will kill you. They say Install cost controls with teeth.

I say Ha. Ha. Ha. Blow Up the existing enterprise and start with a Clean Sheet of Paper. They say Install cost controls with teeth. I say Grow the Top Line. They say Radical change takes a decade. I say Radical change takes a Minute. (See AA.) They say Times are changing. I say Everything has already changed. Tomorrow is the First Day of Your Revolution or youre Toast. Toms Re-imagine Manifesto! They say We cant all be Anita Roddick or Maxine Clark or Stan Shih or Les Wexner or Jerry Yang.

I say Why not? They say We cant all be Revolutionaries. I say Why not? They say We cant all be a Brand. I say Why not? They say Beware the Hype. I say Been to China lately? Visited Infosys in Bangalore lately? They say this is just a Rant. I say this is just Reality. They say The man is not nice. I say The times are not forgiving.

! EXCELLE ALWAYS. EXCELLE ALWAYS. End. PART TWO. Generic Lists

Tom Peters X25* EXCELLENC E. ALWAYS. MASTER/0618.2007/Part ONE *In Search of Excellence 1982-2007 Excellence can be obtained if you: ... care more than others think is wise; ... risk more than others think is safe; ... dream more than others think

is practical; ... expect more than others think is possible. Source: Anon. (Posted @ tompeters.com by K.Sriram, November 27, 2006 1:17 AM) Strive for Excellence. Ignore success. Bill Young, race

car driver (courtesy Andrew Sullivan) profits, people or people, profits? tom peters excellence. Always. 1. Excellence! Always! 2. context. 3,000,000,000 new capitalists! 3. Innovate or die!

4. Revenue Matters Most! 5. Up+Up+Up+up the Value-added Ladder! (commodity to gamechanging solution to breathtaking experience to lovemark) 6. Make . Much. Money. Damn it! (women-Boomers-geezers) 7. Action!/Try It!/Execution! 8. Best roster wins! 9. Emotional Leadership!/ Leading for excellence!

10. Excellence! Always! Our Story Line Not your fathers world Big = Pitiful. Excellence. Always./only-ones -who-do-what-we-do. (what else?) Innovate. Or. Die. Up. Up. Up. Up. Up, Up, Up the Value Added Chain.

(Raw materials. Goods. Services. Implemented-gamechanging Solutions. Scintillating experiences. Dreams come true. Lovemark.) Stupendous-underserved New Markets (Women, Boomers & geezers) Talent = Brand. /You = Brand You. / educate-for-creativity Leading with passion & relentlessness (21st Century Leadership. Ha.) The Story

Not your fathers world Big = Pitiful. Excellence. Always. (what else?) Innovate. Or. Die. Up, Up, Up the Value Added Chain. New Markets (Women, Boomers) Talent = Brand. Leading with passion *Context/5/42/500/900.

*Weeks of Whoops! *Built to Flop: Pitiful Performance! *Innovate. Or. die. *Value-added Ladder/ raw materials to lovemarks. *BEDROCK: MODEL PSF. *New Markets/ women. Boomers-geezers. * aside: Eternal Basics. *Talent. BRAND YOU. Education.

Re-imagine! Speech: Story Line in 100 Words or Less 1. Wildly altered context (technology, China-India, global terrorism, etc) 2. Only answer: adaptive skills and bold-breathtaking innovation (top-line focus rather than cost-cutting focus) 3. Race way, way up the value-added curve (implemented gamealtering solutions rather than services, experiences rather than transactions, and much more) 4. As part of value-added exercise, pursue Ripe & Enormous new marketsWomen, Boomers & Geezers 5. Radical (!!!) use of IS-IT 6. A Roster of Weird & Wondrous & Entrepreneurial Talent engaged in Wow Projects

7. Metabolic Leadership (Passionate-Radical Leaders who instill a Discipline of Execution, a Quick Tempo-Adaptive Culture and an appetite to Eat Radical Change for Breakfast) (96 words by my count) Game plan: The unvarnished Basics Hire Great People (Resilient, Passionate)

Try a Lot of Stuff (S.A.V./R.F.A.) Enjoy It While It Lasts Toms Change Rules Cause. (pissed off.) Try it. (S.A.V.) Fail. Forward. Fast.

Quests. Demos. Heroes. Stories. Boonies. (Parallel universe.) <12. Just Say No: Normal. Attitude>Ability. Wow. Insanely great. Sell! Sell! Sell! Master politics! Excellence! Always! Soft is hard. Hard is soft. (People, customers hard, #s soft) 25 (Blinding flash of the obvious)

Wow! (Passion! Enthusiasm! Hot language! Insanely greatSteve Jobs) Wow EVERYWHERE (Jims Group, Basement Systems Inc) Innovate. Or die. Top line obsession!!! (CR (CRO/Chief Revenue Officer; Sales>Marketing; cost cutting = death spiralVH) Innovation = Mess (What makes God laugh? People making plans.) 1/100 (Big over-rated/Mega-mergers destroy value/Built to last chimera Built to last v Built to rock the world (TPs love affair with Netscape) Last word = There is no last word! 0/800 (We are who we hang out with/Weird for weird times) Lead the customer! Whacky Wild WikiWorld! (Electronic planetary scrum.) Try stuff!!!!!!!!! (R.F.A., S.A.V.) (Ready. Fire. Aim. Screw Around Vigorously.)

Fail. Forward. Fast. (Reward excellent failures. Punish mediocre successes.) Try MORE stuff!!! (You miss 100% of the shots you dont take.) Parallel Universe (Jill Ker Conway, Starbucks 1%, Intel V.C. fund, China!) 4/40 (4 learnings in 40 years: Decentralization, Execution, Accountability, 6:15AM) Lord Nelson (Other admirals more afraid of losing ) Up, Up, Up the VA Ladder (Solutions/PSF, Experience; Dreamketing; Lovemark) Women rule! (Buy all ! Control all wealth! Better leaders!) $15,000,000,000,000/7 of 13 (Boomers. Geezers. Wealth. Half of life still to go) Brand You (Or else!) PSF!!! (All) Talent = Brand (Leaders do people, connoisseur of talent, Send em on bold Quests, HR rules! PeopleX$$$ ) (Think: Wegmans) Wegmans)

195,000 (Healthcare: Quality-Safety/EMR/DSS, Prevention-Wellness, Public Health #1!) Teach to test = Evil! (The . Richard Florida) (The Creative Age is a widewide-open game game. Leadership/12Ps (Purpose. Passion. Potential. Presence. Personal. Pissed off. Playful. Persistence. People. Peculiar. Potent. Positive.) Do one thing every day that scares you. (Eleanor Roosevelt) Basics! (Decency. Flowers. Grace. Respect. Servant. Host. Etc.) This I Believe: Toms Super-TIB25 1. TECHNICOLOR Times. 2. Passion! Enthusiasm! Energy!

3. Action/R.F.A./O.O.D.A. Speed. 4. Screw-ups. BIG SCREW-Ups! 5. Mess! Improv! 6. Revolution! Re-imagine! 7. INNOVATE OR DIE! 8. Decentralize! 9. Bulk is BULL! (Mergers dont work. FOCUS Does!) 10 Different > Better 11. eALL/Power Tools for Power Strategies! 12. Forgetting/Destruction. 13. Hot Language Matters! 14. WOW!/WOW Projects. 15. VA Bedrock: The PSF. (Professional Service Firm.)

16. Daring. 17. Talent Time! Leaders Do People! 18. Talent+/Diversity. 19. Talent++/Women Rule! 20. Brand You Universe. 21. Design! 22. Gasp-worthy Experiences/Lovemarks. 23. New Market Demographics/Women/Boomers & Geezers/Green/Wellness. 24. Grace. 25. EXCELLENCE! Sir Richards Rules

Follow your passions. Keep it simple. Get the best people to help you. Re-create yourself. Play. Source: Fortune/10.03 Cause Space (worthy of commitment)

(room for/encouragement for initiative) Decency humane) (respect, Respect. Decency. Wee Gestures.

Success Consult everyone on everything Thank you note carpet bombing Source: Roger Rosenblatt, Rules for Aging All you need to know

Excellence can be obtained if you: ... care more than others think is wise; ... risk more than others think is safe; ... dream more than others think is practical; ... expect more than others think is possible. Source: Anon. (Posted @ tompeters.com by K.Sriram, November 27, 2006 1:17 AM)

Life 101: A 40-year Reflection Go on offense. Give everybody a shot. Decentralize. Try a bunch of stuff. Make it up as you go along. Get some stuff wrong. Laugh a lot. Get some stuff right. Become a success. Extract lessons learned or best practices. Thicken the Book of Rules for Success. Become evermore serious.

Enforce the rules to increasingly tight tolerances. Go on defense. Install walls. Protect-at-all-costs todays franchise. Centralize. Calcify. Install taller walls. Write more rules. Become irrelevant and-or die. EXCELLENCE. CIRCA 1982.

Excellence1982: The Bedrock Eight Basics 1. A Bias for Action 2. Close to the Customer 3. Autonomy and Entrepreneurship 4. Productivity Through People 5. Hands On, Value-Driven 6. Stick to the Knitting 7. Simple Form, Lean Staff 8. Simultaneous Loose-Tight Properties Excellence1982: The Bedrock Eight Basics

1. A Bias for Action 2. Close to the Customer 3. Autonomy and Entrepreneurship 4. Productivity Through People 5. Hands On, Value-Driven 6. Stick to the Knitting 7. Simple Form, Lean Staff 8. Simultaneous Loose-Tight Properties The older I get the less

boring the basics become! ExIn*: 1982-2002/Forbes.com $85,000 EI: $10,000 yields $140,050 DJIA: $10,000 yields *Forbes/Excellence Index /Basket of 32 publicly traded stocks

drop the the companies in in search of excellence failedutter rubbish. Theyve waaaay outperformed the market. NOTE.: Importance of Success Factors by Various Gurus/(Unreliable) Estimates by Tom Peters Strategy Systems

People Passion 20 20 10 Porter

50% Drucker 25% 35 25 15 Bennis

25% 20 30 25 Peters 15%

20 35 30 EXCELLENCE. TOM. 2005. Excellence2005: The Bedrock Bakers Dozen 1. A Bias For Action Is Job One! (Construct a Discipline/Culture of EXECUTION!) 2. DECENTRALIZATION! ACCOUNTABILITY! (Toms Top Two, 1965-2005.) 3. Fail. Forward. Fast. (Reward Excellent Failures, Punish Mediocre Successes.)

4. Metabolic Management Matters! (Hustle! Adapt! EAT CHANGE! Win the O.O.D.A. O.O.D.A. Loop WarConfuse Your Competitors!) 5. INNOVATE or Die. (Game-changers or Bust! Lead the Customer! Just Shout NO to Imitation!) 6. A Damn Good Product. (Pursue Dramatic Difference.) 7. A Damn Cool Product. (Design Rules!) 8. Ride the Value Added Curve to the Sky! (Sell GamechangerSolutions; Provide Scintillating Experiences; Become a Dream Merchant; Strive to Be a Lovemark.) 9. Relentlessly Pursue the Big Two Markets. (WOMEN Buy Everything BOOMERS & GEEZERS Have All the Money!)

10. Best Talent/Roster Wins! (HR Rules! Everyone a Leader! Women Lead Best! Weird Weird Matters Most! A Workplace to Brag About! Educate for Creativity!) 11. Wanted/Demanded: Radical Technology Strategies! (Incrementalism Is for Wimps!) 12. Hard Is Soft! Soft Is Hard! (People! Passion! Enthusiasm! Wow! INTEGRITY! TRUST! Good Citizenship.) 13. Accept No Less Than EXCELLENCE! (Excellence, Pursuit thereof, Is the #1 Thing That Vaults Us Out of Bed in the Morning)

Successful Businesses Dozen Truths: TPs 30-Year Perspective 1. Insanely Great & Quirky Talent. 2. Disrespect for Tradition. 3. Totally Passionate (to the Point of Irrationality) Belief in What We Are Here to Do. 4. Utter Disbelief at the BS that Marks Normal Industry Behavior. 5. A Maniacal Bias for Execution and Utter Contempt for Those Who Dont Get It. 6. Speed Demons. 7. Up or Out. (Meritocracy Is Thy Name. Sycophancy Is Thy Scourge.) 8. Passionate Hatred of Bureaucracy. 9. Willingness to Lead the Customer and Take the Heat Associated Therewith. (Mantra: Satan Invented Focus Groups to Derail True

Believers.) 10. Reward Excellent Failures. Punish Mediocre Successes. 11. Courage to Stand Alone on Ones Record of Accomplishment Against All the Forces of Conventional Wisdom. 12. A Crystal Clear Understanding of the power of a Good Story (Brand Power). Everything You Need to Know about Strategy 1. Do you have awesome Talent everywhere? (We are the Yankees of home improvement here in Omaha.) Do you push that Talent to pursue Audacious Quests? 2. Is your Talent Pool loaded with wonderfully peculiar people who others would call problems? And what about your Extended Community of customers, vendors et al? 3. Is your Board of Directors as cool as your product offerings and does it have

50 percent (or at least one-third) Women Members? 4. Long-term, its a Top-line World: Is creating a culture that cherishes above all things Innovation and Entrepreneurship your primary aim? Remember: Innovation not Imitation! 5. Are the Ultimate Rewards heaped upon those who exhibit an unswerving Bias for Action, to quote the co-authors of In Search of Excellence? Excellence? Are your O.O.D.A. loops shorter than the next guys? 6. Do you routinely use hot, aspirational words-terms like Excellence and B.H.A.G. (Big Hairy Audacious Goal, per Jim Collins) and Lets make a dent in the Universe (the Word according to Steve Jobs)? Is Reward excellent failures, punish mediocre successes your de facto or de jure motto? 7. Do you subscribe to Jerry Garcias dictum: We do not merely want to be the best of the best, we want to be the only ones who do what we do? 8. Do you elaborate on and enhance Jerry Gs dictum by adding, We subscribe to Best Sourcingand only want to associate with the best of the best.

9. Do you embrace the new technologies with child-like enthusiasm and a revolutionarys zeal? 10. Do you serve and satisfy customers or go berserk attempting to provide every customer with an awesome experience that does nothing less than transform the way she or he sees the world? 11. Do you understand to your very marrow that the two biggest under-served markets are Women and Boomers-Geezers? And that to take advantage of these two Monster Trends (FACTS OF LIFE) requires fundamental re-alignment of the enterprise? 12. Are your leaders accessible? Do they wear their passion on their sleeves? Does integrity ooze out of every pore of the enterprise? Is We care your implicit motto? 13. Do you understand business mantra #1 of the 00s: DONT TRY TO COMPETE WITH WAL*MART ON PRICE OR CHINA ON COST? (And if you get this last idea, then see the 12 above!) Ten Good Reasons to Get Up in the Morning 1. Empower one and all to vigorously seek WOW! in their work/projects. (Or else.) Foster

the Brand You Spirit and the Entrepreneurial Urge at every turn. (Or else.) 2. Blow up education as we know it today! Re-tool education to emphasize the arts, creativity, entrepreneurial behavior. (Or else.) 3. Seek out the bold, the strange, the misfits, the dreamersand welcome their presence in our midst. 4. Drag enthusiasm, passion, Technicolor and bold commitment out of the closet! Make Passion your Passion! (Hint: Passion makes the world go round.) 5. Be a champion for: Women Roar! Women Rule! 6. Underscore the importance of/stupendous opportunities associated with the cool new markets: Women, Boomers and Geezers, Hispanics, Greenies, Wellness. 7. Dramatically re-orient healthcare from after-the-fact fixes to before-the-fact attention to prevention-Wellness. (And kindly suggest that the acute-care industry give some passing thought to Quality.)

8. Ensure that the historically neglected intangibles are the prime basis for individual and enterprise success. 9. Support Globalization as the bestif indeed messypath to maximum human freedom, security and welfare. 10. Swear by the motto: Reward excellent failures; punish mediocre successes. This I Believe: Toms Super-TIB25 1. TECHNICOLOR Times. 2. Passion! Enthusiasm! Energy! 3. Action/R.F.A./O.O.D.A. Speed. 4. Screw-ups. BIG SCREW-Ups! 5. Mess! Improv! 6. Revolution! Re-imagine!

7. INNOVATE OR DIE! 8. Decentralize! 9. Bulk is BULL! (Mergers dont work. FOCUS Does!) 10 Different > Better 11. eALL/Power Tools for Power Strategies! 12. Forgetting/Destruction. 13. Hot Language Matters! 14. WOW!/WOW Projects. 15. VA Bedrock: The PSF. (Professional Service Firm.) 16. Daring. 17. Talent Time! Leaders Do People! 18. Talent+/Diversity. 19. Talent++/Women Rule!

20. Brand You Universe. 21. Design! 22. Gasp-worthy Experiences/Lovemarks. 23. New Market Demographics/Women/Boomers & Geezers/Green/Wellness. 24. Grace. 25. EXCELLENCE! EXCELLENCE. TOM. 2007. Hire Great People (Resilient, Passionate)

Try a Lot of Stuff (S.A.V./R.F.A.) aCCEPT NO LESS THAN EXCELLENCE/PURSUE Wow! enjoy It While It Lasts pursue a mission that rocks the world (Pharmaceuticals, Moldy basements) Hire awesome/weird People for 100% of jobs

(Wegmans) (Resilient, Passionate) give em lots of room to experiment, fail, grow make respect decency integrity our watchwords Leaders Serve. (Servant/Host Leadership) try a Lot of Stuff, fast tempo R.F.A./Ready. Fire. Aim.) Emphasize revenue (S.A.V./Screw Around Vigorously,

(Organic growth, Sales/Top line rules) have fun/exude joy demand excellence/Make accountability instinctive (Insane standards for our mates and communitys sake) Its all about Women! (Market, Leadership, Wealth, Womenomics) never, never forget the it (Its the PRODUCT, Stupid.) 25! (Go, Howard!) (Conrad says, Dont forget the shower curtain.) be of [gaspworthy] service (Cirque du Soleil is our standardeven in finance.) (My customer is my partner.) (Remember She; remember Me the latter = Old & $$$. ) Create effective/imaginative/minimalist infrastructure (K.I.S.S./Keep It Simple, Stupid; RED BUTTON on the terminal)

re-imagine as routine (Forget > Remember) enjoy It While It Lasts EXCELLENCE. CAUSES. ADVERSARIES. Causes/1966-2006 Women/Market opportunity Women/Leaders (right for the times) Design/Design-as-soul Wow! (Hot language) Weird!

Passion!/Enthusiasm!/Exuberance! (as Leader Lever #1) Brand You (or else) PSF = Bedrock (add value or bustevery group must demonstrate economic viability) PSF + Brand You + WOW Projects = New Biz Logic Sales/+R > -C (increasing revenue more important than cutting cost) HealthCare/Wellness-Safety-H5N1 Brand = Talent (best roster wins) New VA Ladder/Products-Services-SOLUTIONSEXPERIENCES-DREAMKETING (Dream Marketing)LOVEMARK Different > > Better Boomers & Geezers/marketing to new megasegment

Adversaries B-schools (crappy at soft skills, implementation, leadership) Strategy-is-all By-the-numbers management Dis-passionate management Focus groups Intuition discounted Leading as an intellectual task Leading without passion Cool language in Hot times Dilbert (accepting cubicle slavery) Bigness per se (severe scale limitationseven at Microsoft) White guys! (not really, but enough already)

18-44 emphasis in marketing (geezers > youth for foreseeable future) -Cost > +Revenue (cost cutting more important than organic revenue growth) CI (continuous improvement in an age of discontinuous world) LESS THAN THE NO-HOLDS-BARRED PURSUIT OF EXCELLENCE Them-Us Them Strategy Planning

Marketing Markets Customers Micro-segmentation Cost minimization Synergy/Efficiencies Strategic supplier Process Effectiveness Men Leadership Standardization Big clients

Prestigious Board Us EXECUTION Action Selling/Sales Customers Clients Big Stuff (Women, Boomers Revenue maximization Decentralization Pioneering supplier

Project Excellence Women Management + Leadership Exceptionalism (53 = 53) COOL clients INTERESTING Board Them Big Growth by merger Buy market share Efficient, streamlined

department Certainty-predictability Fearful of losing Plan Careful evaluation Revised plan People/Employees Effective HR department Benchmark against the Us Mid-size Organic growth

Create NEW markets Value-creating PSF Ambiguity-opportunity Aggressive pursuit of winning Prototype Another prototype Another prototype Talent Rockin Talent Development Center of Excellence Benchmark against the

Them Benchmark Orderly career progression Head IQ Professional Stoic, humble leaders Hire for Resume Measured-thoughtful approach Teamwork comes first billing

Listen to customers Customer involvement Us Futuremark Up or Out (PDQ) Heart EQ Passionate Noisy, emotional characters in charge Hire for intangibles Relentless, pig-headed

determination Teamwork and disruptive individuals equal Lead customers Intimate-Seamless customer inter-twining Them MBM (Management by memo) MBA Shareholder Value comes first

Work smart Built to last Reward successes Us MBWA MFA Great people-product rule Work hard Built to Rock the World Reward (EXCELLENT) failures Design 1T

Innovation 1T Jaw-dropping Experience Quality first! Quality first High-quality transaction CVs demo consistent CVs feature Magic Moments performance Good grades Cool stuff Operational excellence World-rocking

Them Brand Best analysis wins Beyond politics Outsource Motivate Motivate Measured language Product-Service Pastel Better

Mission success Very good Us Lovemark Best STORY wins Politics-is-life, the rest is details Bestsource Send on QUESTS Invite HOT language Gamechanging SOLUTION,

Thrilling EXPERIENCE, DREAM come true, LOVEMARK Technicolor Different Mission EXCELLENCE EXCELLENCE. ALWAYS. TPs 23Passions by date: 1942-2006

Toms Passions B>A* (R.F.A.) (*Behavior drives Attitude) 71-06 Implementation = #1 73-77 (06) Soft is Hard (Management Style) 77-79 (06) (Org) Structure>Strategy 77-83 (06) Strategy-Structure+/ McKinsey 7-S Model ... 77-81 Action>Planning 74-06 Mess = Reality ... 77-06 Skunkworks/Skunks (Offline Innovation/Innovators) 84-91 MBWA 80-85 (06) Excellence I 79-84 Mid-size biz is cool 84-89 (06) Customer service 84-88

Innovation 87-92 Free trade/Hayek 90-92 New Org Models 92-96 PSF 92-06 WOW! (WOW Projects) 93-06 Brand You 94-00 Design 94-06 Women (Markets-Leaders) 96-06 EXCELLENCE II 06-?? Healthcare (Quality-Wellness-PatientCentric) 06-?? Exuberance-Passion (Soft is Hard) 42-06 Worth.

The. hassle. Why I Work/Stuff I Care About *Hard is soft. Soft is hard. Social stuff, Emotional stuff = Good stuff = The Right Stuff! *Mess = Normal = Reality. Rationality = Delusional. Non-linearity = Life 101. (Embrace it! Design accordingly!) *Failure = Normal/Necessary/Good! Reward excellent failure. Punish mediocre success. Fail faster. Succeed sooner. Fail. Forward. Fast. Fail. Sam Walton Secret #1: Fail. Fast. *Do > Think. Act > Talk. Action bias! RELENTLESS EXPERIMENTATION! R.F.A./Ready. Fire. Aim.

S.A.V./Screw Around Vigorously. *Decentralization = Holy writ = More independent tries. *Success for Mortals: Indirection. SkunkWorks. End Runs. Parallel Universe. 4F/Find a Fellow Freak Faraway. Demos. Heroes. Stories. *The Missing 98%: Implementation-Execution. *Strategic planning, limits thereto. Severe. *Pitiful performance of Huge Companies. Needed: C.D.O./ Chief Destruction Officer. *Severe limits to scale advantage. Mega-mergers = Stupid. *Built to last. Why??? Instead: Built to change the world. *People First! People Power! Best Roster Wins. HR (should) rule! Leaders DO People! Respect-Appreciation Rules!

*Freaks for Freaky Times! *WOMENS WORLD!/WOMENOMICS! #1 MARKET! WEALTH/ALL! LEADERS/BETTER! (Also: Boomers/Geezers/Many/Money.) *Aesthetics! Beauty! Grace! (Design primacy.) *MBWA! (Managing By Wandering Around.) *Basics Rule: Dont over-complicate. (Product, People, Action ) *Educate for Risk-taking, Creativity, Independence. *B-schools suck. Teach all except whats important. D-School = Cool. *Healthcares Big Three: Quality. Prevention. Wellness. *R>C. (Adding Revenue > Cutting cost.) Help Wanted: C.R.O./

Chief Revenue Officer. *S>M (Selling > Marketing.) SELL! SELL! SELL! SELL! *Free markets work! Free trade works! Rise of India-China = Good thing. Respond with Excellent Performance: Add insane amounts of value! Become a Lovemark!! *Brand You. Self-reliance!! Mastery !! Liberation!! *Survival = PSF/Professional Service Firm mindset. Goal #1: Enable clients to become successful beyond their dreams! *Fun! (Cool is Cool.) *Service-obsessed!/Experience-obsessed! (Object: Raving fans.)

*PASSION-EXUBERANCE-ENTHUSIASM. TPs 23Passions by date: 1942-2006 Toms 23 Passions B>A* (R.F.A.) (*Behavior drives Attitude) 71-06 Implementation = #1 73-77 (06) Soft is Hard (Management Style) 77-79 (06) (Org) Structure>Strategy 77-83 (06) Strategy-Structure+/ McKinsey 7-S Model ... 77-81

Action>Planning 74-06 Mess = Reality ... 77-06 Skunkworks/Skunks (Offline Innovation/Innovators) 84-91 MBWA 80-85 (06) Excellence I 79-84 Mid-size biz is cool 84-89 (06) Customer service 84-88 Innovation 87-92 Free trade/Hayek 90-92 New Org Models 92-96 PSF 92-06 WOW! (WOW Projects) 93-06 Brand You 94-00

Design 94-06 Women (Markets-Leaders) 96-06 EXCELLENCE II 06-?? Healthcare (Quality-Wellness-PatientCentric) 06-?? Exuberance-Passion (Soft is Hard) 42-06 Worth. The. hassle. Why I Work/Stuff I Care About *Hard is soft. Soft is hard. Social stuff, Emotional stuff = Good stuff = The Right Stuff!

*Mess = Normal = Reality. Rationality = Delusional. Non-linearity = Life 101. (Embrace it! Design accordingly!) *Failure = Normal/Necessary/Good! Reward excellent failure. Punish mediocre success. Fail faster. Succeed sooner. Fail. Forward. Fast. Fail. Sam Walton Secret #1: Fail. Fast. *Do > Think. Act > Talk. Action bias! RELENTLESS EXPERIMENTATION! R.F.A./Ready. Fire. Aim. S.A.V./Screw Around Vigorously. *Decentralization = Holy writ = More independent tries. *Success for Mortals: Indirection. SkunkWorks. End Runs. Parallel Universe. 4F/Find a Fellow Freak Faraway. Demos. Heroes. Stories. *The Missing 98%: Implementation-Execution.

*Strategic planning, limits thereto. Severe. *Pitiful performance of Huge Companies. Needed: C.D.O./ Chief Destruction Officer. *Severe limits to scale advantage. Mega-mergers = Stupid. *Built to last. Why??? Instead: Built to change the world. *People First! People Power! Best Roster Wins. HR (should) rule! Leaders DO People! Respect-Appreciation Rules! *Freaks for Freaky Times! *WOMENS WORLD!/WOMENOMICS! #1 MARKET! WEALTH/ALL! LEADERS/BETTER! (Also: Boomers/Geezers/Many/Money.) *Aesthetics! Beauty! Grace! (Design primacy.) *MBWA! (Managing By Wandering Around.)

*Basics Rule: Dont over-complicate. (Product, People, Action ) *Educate for Risk-taking, Creativity, Independence. *B-schools suck. Teach all except whats important. D-School = Cool. *Healthcares Big Three: Quality. Prevention. Wellness. *R>C. (Adding Revenue > Cutting cost.) Help Wanted: C.R.O./ Chief Revenue Officer. *S>M (Selling > Marketing.) SELL! SELL! SELL! SELL! *Free markets work! Free trade works! Rise of India-China = Good thing. Respond with Excellent Performance: Add insane

amounts of value! Become a Lovemark!! *Brand You. Self-reliance!! Mastery !! Liberation!! *Survival = PSF/Professional Service Firm mindset. Goal #1: Enable clients to become successful beyond their dreams! *Fun! (Cool is Cool.) *Service-obsessed!/Experience-obsessed! (Object: Raving fans.) *PASSION-EXUBERANCE-ENTHUSIASM. TOM PETERS. THE DAMN ITS. To The Mat:

The 5 Damn Its Women. PSF. Brand you. R.f.a. EXCELLENCE. ALWAYS. M.I.A. Action! * Implementation! **

The Work Itself! *** *R.F.A. **Execution ***WOW Projects! TOM PETERS. THE DEAL. Revolution-Transformation. (No long runs on Broadway-Senility.) Soft>Hard. (Culture or Bust.)

Execution-Action. (Do>Think.) Clean Sheet of Paper. (Web2.0, Transparency, New Org FormItinerant Potential Machines.) PSF-Brand You-Wow Projects. Up-Up-Up the VA Ladder. (Gamechanging Solutions-Eyepopping Experiences-Dream Merchants-Lovemarks.)

Weird. (Innovation Easy.) Energy-Enthusiasm-Relentlessness. Excellence. Always. good words. Bad words. words Words that may NOT be used in my presence: Motivate

Market MBA Plan (mostly) Worker Job Task Exceeds expectations HR Employee evaluation Man (mostly) Shareholder Value Words that MAY be used in my presence: Invite (v. Motivate) Sell (v. Market) People

(wed like to serve) (v. Market segment) Client (v. Customer) OJT/MFA (v. MBA) Act/ Execute (v. Plan) Talent (v. Worker) Quest/Adventure-in-EXCELLENCE (v. Job) Wow Project (v. Task) Rockin (profit-makin) PSF (v. Department) Theater (v. Office) Breathtaking Experience (v. Transaction that Exceeds expectations) Talent Fanatics Inc (v. HR) Brand You adventure (v Career development) Annual Report development session (v. Employee evaluation) Woman (v. Man) Words that MAY be used in my

presence: Wow! (v. Nice) Bloody- minded (v. Committed) Thank you! (v. ____) Attack/Innovate (v. defend/Entrench) Great stuff. Great people. Do it fanatics. (v. shareholder value) EXCELLENCE. ALWAYS. (v. Good work) (v. shareholder value)

Why in the World did Synonyms Purity Transcendence Virtue Elegance Majesty Antonyms

Mediocrity The Peters Principles: Enthusiasm. Emotion. Excellence. Energy. Excitement. Service. Growth. Creativity. Imagination. Vitality. Joy. Surprise. Independence. Spirit. Community. Limitless human

potential. Diversity. Profit. Innovation. Design. Quality. Entrepreneurialism. Wow! An emotional, vital, innovative, joyful, creative, entrepreneurial endeavor that elicits maximum Enterprise* ** (*at its best): concerted human

potential in the wholehearted service of others.** others **Employees, Customers, Suppliers, Communities, Owners, Temporary partners An emotional, vital, innovative, joyful, creative, entrepreneurial endeavor that elicits maximum concerted human potential in the wholehearted service of others.

others *** **Excellence. Always. Enterprise* ** (*at its best): ***Employees, Customers, Suppliers, Communities, Owners, Temporary partners The Ultimate Creative Endeavor. Business:

The Ultimate Personal DevelopmentGrowth Experience. Business: The Ultimate Transcendent Service Opportunity. Business:

BUSINESS IS ABOUT POWER. Joanne Lipman, editor, on Portfolio TP: BUSINESS

IS ABOUT ... Make sure your executive team includes top talent in design, engineering and manufacturing, because thats your only! to build! Cars! People! Want! to

buy!. Hot styling sells them and quality priority keeps them sold. Lee Iacocca, Where Have All the Leaders Gone? enterprises that Matter & change the game offer solutions & experiences that surprise , amaze, and transform perceptions of whats possible and stick like super-glue in customers

minds.* such offerings are brilliantly conceived and flawlessly delivered by unconventional, creative, hypercommitted, energetic talent from within & outside the organization. Tom Peters E.g.: Apple, Whole Foods, Cirque du Soleil, Starbucks, Wegmans, London Drugs, Griffin Hospital/Planetree Alliance, John Laing Homes, RE/MAX, Sewell Autos, Jims Group, The Met/Big Picture, Virgin, Commerce Bank, Google, Basement Systems Inc., Ford (circa 1917), IBM (circa 1970), Wanamakers (circa 1880) To me business isnt about wearing suits or pleasing stockholders. Its about being true to

yourself, your ideas and focusing on the essentials. Richard Branson Strive for Excellence. Ignore success. Bill Young, PR driver (courtesy Andrew Sullivan)

EXCELLENCE . 1982. Hard is soft. Soft is hard. Hard Is Soft Soft Is Hard Hard Is Soft (#s) Soft Is Hard (people)

Hard Is Soft (Plans, # s) Soft Is Hard (people, customers, values, relationships)) The 7-S Model Strategy Structure Systems Style Skills Staff

Super-ordinate goal The 7-S Model Hard Ss (Strategy, Structure, Systems) Soft SS (Style, Skills, Staff, Super-ordinate goal) The 7-S Model

Strategy Structure Systems Style (Corporate Culture, The way we do things around here) Skills (Distinctive Competence/s) Staff (People-Talent) Super-ordinate goal (Vision, Core Values) EXCELLENCE . the rules.

Cause Space (worthy of commitment) (room for/encouragement for initiative) Decency humane)

(respect, Cause Space (worthy of commitment) (room for/encouragement for initiative-adventures) Decency

(respect, grace, integrity, humane) service (worthy of our clients & extended familys continuing custom) excellence

(period) Cause Space (worthy of commitment) (room for/encouragement for initiative- adventures) Decency

service (respect, grace, integrity, humane) (worthy of our clients & extended familys continuing custom) excellence servant leadership (period)

Cause Space Decency service excellence servant leadership Hire Great People (Resilient, Passionate) Try a Lot of Stuff (S.A.V./R.F.A.)

all wow all the time Enjoy It While It Lasts Toms Change Rules Cause. (pissed off.) Try it. (S.A.V.) Fail. Forward. Fast. Quests. Demos. Heroes. Stories. Boonies. (Parallel universe.)

<12. Just Say No: Normal. Attitude>Ability. Wow. Insanely great. Sell! Sell! Sell! Master politics! pursue a mission that rocks the world (Pharmaceuticals, Moldy basements)

Hire awesome/weird People for 100% of jobs (Resilient, Passionate) (Wegmans) (Women RULE!) give em lots of room to experiment, fail, grow make respect decency integrity our watchwords try a Lot of Stuff, fast tempo (S.A.V./Screw Around Vigorously, R.F.A./Ready. Fire. Aim.)

Emphasize revenue (Organic growth, Sales/Top line rules) have fun/exude joy demand excellence/Make accountability instinctive (Insane standards for our mates and communitys sake) never, never forget the it (Its the PRODUCT, Stupid.) (25!)

be of [gaspworthy] service (Cirque du Soleil is our standard even in finance.) (My customer is my partner.) (Remember She; remember Me.) (Servant/Host Leadership) Have effective/imaginative/minimalist infrastructure (K.I.S.S./Keep It Simple, Stupid) (Systems/No bull: beauty, grace, elegance) re-imagine as routine enjoy It While It Lasts

Sir Richards Rules Follow your passions. Keep it simple. Get the best people to help you. Re-create yourself. Play. Source: Fortune/10.03 Excellence defined

EG: An amazing performance A sunrise, a bloom, a smile Thank you (a gesture, an act of Grace) Extraordinary performance in an odd place (by an unlikely personEWR) (unlikely marketJims Group) X small (Small Giants) X med (Mittelstand) X large Sets the agenda One at bat (Bobby Thompson, Kurt Gibson) A career (Roger Clemens) A novel, a short story, a sentence

An Olympian (any) Loser with a great story (Rutgers, George Mason) Stuff (any sort) that makes you go wow / insanely great/gaspworthy (The lives of others) The 7Es Exuberance! Energy! Empathy! Engagement! Empowerment!

Execution! Excellence! The Sales 27: Out-prepare!! (huge time commitment!) Learn the culture Practice! Care-Empathy Listen-Empathetic listening (SC) Listen-Body language K.I.S.S. (1-page summary. 1 = 1.) Enthusiasm-ENERGY-Authenticity!! OBVIOUS belief in product Selling: Solution-Success-Experience-Dream come true-Love-Dramatic Difference

Selling: Better STORY! (Best story wins) Selling: Yourself! (Brand you) Obvious Wow! No exaggeration! Spell out commitments! SIMPLE timeline Sell inside-First! Thorough! Relationships-Way down!! Time!!!! (E.g., build trust) Ooze integrity Introduce to rest of team, esp. mechanics SBWA (5K for 5M) Remember: Close!

Gotta-make-a-profit (be ready to walk away!) Good loss Dont dis competitors!! Make her-him-target SUCCESSFUL (in a personal way) What We Know For Sure About Innovation Big mergers [by & large] dont work Scale is over-rated Strategic planning is the last refuge of scoundrels Focus groups are counter-productive Built to last is a chimera (stupid) Success kills Forgetting is impossible

Re-imagine is a charming idea Orderly innovation process is an oxymoronic phrase (= Believed only by morons with ox-like brains) Tipping points are easy to identify long after they will do you any good Facts arent All information making it to the top is filtered to the point of danger and hilarity Success stories are the illusions of egomaniacs (and gurus) If you believe the memoirs of CEOs you should be institutionalized Herd behavior (XYZ is hot) is ubiquitous and amusing Top teams are Dittoheads

CEOs have little effect on performance Expert prediction is rarely better than rolling the dice Toms source code: The eight iconic books which are the Wellsprings of my operating values and core assumptions 05.22.07 Fooled by Randomness: The Hidden Role of Chance in

Life and the Markets, Nassim Nicholas Taleb The Black Swan: The Impact of the Highly Improbable , Nassim Nicholas Taleb Expert Political Judgment: How Good Is It? How Can We know? Philip Tetlock The Difference: How the Power of Diversity Creates Better Groups, Firms, Schools, and Societies, Scott Page The Wisdom of Crowds, James Surowiecki Full House: The Spread of Excellence from Plato to

Darwin, Stephen Jay Gould Judgment under Uncertainty: Heuristics and Biases, Daniel Kahneman, Paul Slovic, and Amos Tversky A Mind of Its Own: How Your Brain Distorts and Deceives, Cordelia Fine This book is about luck disguised and perceived as non-luck (that is, skills) and more generally randomness disguised and perceived as non-randomness. It manifests itself in the shape of the lucky fool, defined as a person who benefited from a disproportionate share of luck but attributed his success to some other, generally precise reason.

Fooled by Randomness: The Hidden Role of Chance in Life and the Markets, Nassim Nicholas Taleb The Black Swan: The Impact of the Highly Improbable, Improbable, Nassim Nicholas Taleb A fox, the thinker who knows many little things, draws from an eclectic array of disciplines, and is better able to improvise in response to changing events, is more successful in predicting the future than the hedgehog, who knows one big thing, toils devotedly within one tradition, and imposes formulaic solutions on ill defined problems. Expert Political Judgment: How Good Is It? How Can We know? know? Philip Tetlock

The Difference: How the Power of Diversity Creates Better Groups, Firms, Schools, and Societies, Societies, Scott Page Diverse groups of problem solversgroups of people with diverse tools consistently outperformed groups of the best and the brightest. If I formed two groups, one random (and therefore diverse) and one consisting of the best individual performers, the first group almost always did better. Diversity trumped ability. The Wisdom of Crowds, Crowds, James Surowiecki Full House: The Spread of Excellence from Plato to Darwin, Darwin, Stephen Jay Gould Judgment under Uncertainty: Heuristics and Biases,

Biases, Daniel Kahneman, Paul Slovic, and Amos Tversky Your brain has some shifty habits that leave the truth distorted and disguised. Your brain is vainglorious. Its emotional and immoral. It deludes you. It is pigheaded, secretive and weak willed. Oh, and its also a bigot. A Mind of Its Own: How Your Brain Distorts and Deceives, Deceives, Cordelia Fine TP on Acquisitions 1. Big + Big = Disaster. (Statistically.) 2. Big (GE, Cisco, Omnicom) acquires small/specialist

= Good if you can retain Top Talent. 3. Odds on achieving projected synergies among Mixed Big cultures: 10%. 4. Max Scale Advantages are achieved at a smaller size than imagined. 5. Attacked by Big, Mediocre Medium marries Mediocre Medium to bulk up. Result: Big Mediocrity or worse. 6. Increasingly, Alliances deliver more value than mergersand clearly abet flexibility. InnoTacs

revenue matters most Creativity vs. Innovation We become who we hang out with 1

Measure Strangeness/Portfolio Quality Staff Consultants Vendors Out-sourcing Partners (#, Quality) Innovation Alliance Partners Customers Competitors (who we benchmark against) Strategic Initiatives Product Portfolio (LineEx v. Leap) IS/IT Projects HQ Location Lunch Mates

Language Board The Fury factor. futuremark blog. Planners vs

Searchers Find em! invite em! send em on a quest! Women as innovation force!

Concoct a Parallel universe! Multipliers: Broken Windows Multipliers, science of/butterflies/Rat Psych 101: Broken Windows/safe city

Small plates/empty shelves/remote parking lot/ distant food court/slow elevator Geologists/geophysicists Contiguous offices/Office layout-location power casual gathering places renegade buildings Hang out factor/inno #1 hero galleries/great art welcoming reception area (Insta-smell culture) b.P.d. decals on glasses/12.31.06 beyond escape: Bike at the door/ Running shoes next to the bed etc.

etc. Speed/ Tempo/ is-it Speed/ Tempo/ o.o.d.a. loops/ Metabolic Management Try it. Try it. Try it.

ry it. Try it. Screw up. Try it. Try it. Try . Try it. Try it. Try i ry it. Screw it up. i Try it. Try it. try it. do things. things do them.

drill. try things. things SERIOUS PLAY Screw. things. Up.

try. Miss. try. Life 101: A 40-year Reflection Go on offense. Give everybody a shot. Decentralize. Try a bunch of stuff. Make it up as you go along. Get some stuff wrong. Laugh a lot. Get some stuff right.

Become a success. Extract lessons learned or best practices. Thicken the Book of Rules for Success. Become evermore serious. Enforce the rules to increasingly tight tolerances. Go on defense. Install walls. Protect-at-all-costs todays franchise. Centralize. Calcify. Install taller walls. Write more rules. Become irrelevant and-or die.

No try. No deal. deal Try. Try. Try. Try. try. Try. Try.

Try. Try. try. Try. Try. Try. Try. try. Try. Try. Try. Try. try.

Try. Try. Try. Try. Focus. Conscious measurement personal Inno64:

Innovation Strategies & Tactics Parallel universe /Exec Ed v res MBA End run regnant powers/JKC Find done deals-practicing mavericks/Stone-ReGo Bell curves2016 in 2006 Non-industry benchmarking Everything = Portfolio V.C.s all! Hot language/Wow-Astonish me-Insanely great-immortal-Make something great

Lead customers/PW-Embraer Lead suppliers /Top decile R&D Weird alliances Mottos/Paul Arden (Whatever You Think Think the Opposite) Hire freaks/Enough weird people? Weird Boards!!! CEO track record of Innovation (nobody starts at 45! Or 35!) System/GE-Immelt Strategic thrust overlay Calendar

Big Delta easier than Small MBWA with freaks-weirdos/JKC MBWA/Boonies labs V.C.-formal/Intel Acquire weird Childrens crusade Old farts crusade Go Global at any size Stop listening to customers Talent!/Unusual sources-Hire innovators-V.C.s Eschew giant mergers Remember: scale economies max out early

Assisted suicide! (Built to last = Chimerasnare-delusion) Burn your press clippings Forgetting strategy Fire all strategic planners Tempo! Final product bears little relation to starting notion Design! Design! Design! (culture, not program) All innovation: Pissed-off people Gut feel rules! Focus groups suck Weird focus groups okay

Be-Do philosophy Celebrations Culture-little as well as big Inno (everyonean-innovator) Life = Wow Projects Acknowledge messiness-pursue serendipity (Blitzkrieg-Containers-Science-Jim Utterback) R.F.A. Culture of execution 4/40: decentralization, execution, accountability, 615AM EVP (S.O.U.B.)/Systems-process un-design Diversity for diversitys sake

Women-Women-Women/customers (they are the market, not a segment)-leaders Boomers-Geezers (all the money) CRO (Chief Revenue Officer) culture/topline obsessed CIO (Chief INNOVATION Officer) Laughter Facility-space configuration Experiments-prototypes Reward excellent failures. Punish mediocre successes. Bizarrely high incentives (& penalties) We are what we eat/We are who we hang out

with (E.g.: Staff-Consultants-Vendors-Out-sourcing Partners/#, Quality-Innovation Alliance PartnersCustomers-Competitors/who we benchmark against Strategic Initiatives -Product Portfolio/LineEx v. LeapIS/IT Projects-HQ Location-Lunch Mates-LanguageBoard) Driven by anger!! (not focus groups) Great vision, no strategic plan Whoops: conflicting vision/s Execution (& vision) (Dreamers with deadlines) Opportunistic Insane optimism Failure after failure; disappointment after disappointment (secret to staying power: Stay pissed off!!) Plan B rules

Changing cadres Opportunistic alliances (here today, gone tomorrow) The enemy of my enemy is my friend Creating events and groups to serve a momentary need Warring leaders (Freud-Jung) Petulance (human frailty amidst a Great Struggle) Agile re goal w/o sacrificing Vision Go underground for long stretches Patience (72 years) & impatience Relentless!!!!!!!!!!!!!!! (WSC: Success stems from the ability to go from failure without losing your enthusiasm)

Hustle (Seneca Falls, 48: 5 days) Fits & starts Traitors-deserters Radicals (goodMLKjr) Radicals (disruptiveStokely) Moderates Mentors Schisms Setbacks (again & again & againincl lost ground) (2-9 = Great record) Get off on the politics (TP: Life is politics the rest is details.) Managing the goal down to get to the doable (but not losing

sight of the main game in the process) Small wins Externalities (Civil War) Small Band of Sisters (<10; Seneca Falls 1848) Coherent, factual, emotional story Story altered at the margin to attract specific adherents Story tellers (superb, relentless public communicators) Agility (Plan B) Relentless Resilient Optimistic (Unreasonably so) Pissed Off

Visionary Try It. Try it. Try it. Action > Plans Virus Small Wins Demos-Heroes-Stories Wee Gestures of Decency-Thoughtfulness Politics >> Science (Get over it!) Think: R.O.I.R. (Networker) Sales Rules! Passion (incl. speaking skills) Women (Lead Local Change Agents) Women Leaders (Woman to Woman)

What We Know For Sure About Innovation Big mergers [by & large] dont work Scale is over-rated Strategic planning is the last refuge of scoundrels Focus groups are counter-productive Built to last is a chimera (stupid) Success kills Forgetting is impossible Re-imagine is a charming idea Orderly innovation process is an oxymoronic phrase (= Believed only by morons with ox-like brains) Tipping points are easy to identify

long after they will do you any good Facts arent All information making it to the top is filtered to the point of danger and hilarity Success stories are the illusions of egomaniacs (and gurus) If you believe the memoirs of CEOs you should be institutionalized Herd behavior (XYZ is hot) is ubiquitous and amusing Top teams are Dittoheads CEOs have little effect on performance Expert prediction is rarely better than rolling the dice Toms Change Rules

Cause. (pissed off.) Try it. (S.A.V.) Fail. Forward. Fast. Quests. Demos. Heroes. Stories. Boonies. (Parallel universe.) <12. Just Say No: Normal. Attitude>Ability. Wow. Insanely great. Sell! Sell! Sell!

Master politics! Toms Change Rules Cause. (Pissed off.) RELENTLESS!!!!!!!!!!!!!!!!!!!!!!!!!!!! Try it. (S.A.V.) (r.f.a.) (hustle.) project. Project. Project. Wow! (hot language.) fun. (growth opportunities.) Sky-high aspirations. Fail. Forward. Fast. SMALL WINS. MOMENTUM. INEVITABILITY. Quests. Demos. Heroes. Stories.

STATISTICAL INDEPENDENCE. (DIVERSITY.) Boonies. (Parallel universe. Test stuff. Buy WeeCo) V.C.: Roster = portfolio. everything = portfolio. Roster = brand yous. PARTNER WITH WIERDOS. (everywhere.) Diversity @ top. Buy a mirror. FRUSTRATED GODFATHER. <12. ALREADY IN PLACE/find em. JUST Say No: NORMAL. wikiWorld. Attitude > Ability.

Wow. Insanely great. Sell! Sell! Sell! (master-appreciate politics) (r.o.i.r.) 4/40 (Decentralization/Execution/Accountability/6:15A.M.) DECENTRALIZATION . EXECUTION. ACCOUTABILITY. 6:15A.M. De-central-iza-tion!

Ex-ecution! Ac-counta-bil-ity! 6:15A.M . DECENTRALIZATION . EXECUTION. ACCOUTABILITY.

2a.m. *Planetree! Commerce! Cirque! (Pianos! Dog biscuits!) *Jerry Garcia or bust (only ones who do what we do, insanely great, radically thrilling, gaspworthy.) *Think/Obsess Wegmans! (Staff: #1; the Managers Handbook of Decencies; Kindness is free.) *Leaders serve. (Leader as host.) *Wow is free, too.

*Hire nut cases (the O for 800 rule holds for DDB) Excellence: The SE22: ORIGINS OF SUSTAINABLE ENTREPRENEURSHI P SE22/Origins of Sustainable Entrepreneurship 1. Genetically disposed to Innovations that upset apple carts (3M, Apple, FedEx, Virgin, BMW, Sony, Nike, Schwab, Starbucks, Oracle, Sun,

Fox, Stanford University, MIT) 2. Perpetually determined to outdo oneself, even to the detriment of todays $$$ winners (Apple, Cirque du Soleil, Nokia, FedEx) 3. Treat History as the Enemy (GE) 4. Love the Great Leap/Enjoy the Hunt (Apple, Oracle, Intel, Nokia, Sony) 5. Use Strategic Thrust Overlays to Attack Monster Problems (Sysco, GSK, GE, Microsoft) 6. Establish a Be on the COOL Team Ethos. (Most PSFs, Microsoft) 7. Encourage Vigorous Dissent/Genetically Noisy (Intel, Apple, Microsoft, CitiGroup, PepsiCo)

8. Culturally as well as organizationally Decentralized (GE, J&J, Omnicom) 9. Multi-entrepreneurship/Many Independent-minded Stars (GE, PepsiCo) SE22/Origins of Sustainable Entrepreneurship 10. Keep decentralizingtireless in pursuit of wiping out Centralizing Tendencies (J&J, Virgin)

11. Scour the world for Ingenious Alliance Partners especially exciting start-ups (Pfizer) 12. Acquire for Innovation, not Market Share (Cisco, GE) 13. Dont overdo pursuit of synergy (GE, J&J, Time Warner) 14. Execution/Action Bias: Just do it dont obsess on how it fits the business model. (3M, J & J) 15. Find and Encourage and Promote Strong-willed/ Hyper-smart/Independent people (GE, PepsiCo, Microsoft) 16. Support Internal Entrepreneurs (3M, Microsoft) 17. Ferret out Talent anywhere/No limits approach to retaining top talent (Virgin, GE, PepsiCo) SE22/Origins of Sustainable

Entrepreneurship 18. Unmistakable Results & Accountability focus from the get-go to the grave (GE, New York Yankees, PepsiCo) 19. Up 20. or Out (GE, McKinsey, big consultancies and law firms and ad agencies and movie studios in general) Competitive to a fault! (GE, New York Yankees, News Corp/Fox, PepsiCo) 21. Bi-polar Top Team, with Unglued Innovator #1,

powerful Control Freak #2 (Oracle, Virgin) (Watch out when #2 is missing: Enron) 22. Masters of Loose-Tight/Hard-nosed about a very few Core Values, Open-minded about everything else (Virgin) The Value-added Ladder/ STUFF N THINGS Goods Raw Materials The Value-added Ladder/Stuff & TRANSACTIONS

Services Goods Raw Materials The Value-added Ladder/ OPPORTUNITY-SEEKING Customer Success/ Gamechanging Solutions Services Goods

Raw Materials The Value-added Ladder/ OPPORTUNITY-SEEKING Implemented Gamechanging Solutions Services Goods Raw Materials Core Mechanism: Game-changing Solutions

PSF (Professional Service Firm model/The Organizing Principle) + Brand You (Distinct or Extinct/The Talent) + Wow! Projects

(Different vs Better/The Work) The PSF35: Thirty-Five Professional Service Firm Marks of Excellence The PSF35: The Work & The Legacy 1.

CRYSTAL CLEAR POINT OF VIEW (E very Practice Group: If you cant explain your position in eight words or less, you dont have a positionSeth Godin) 2. DRAMATIC DIFFERENCE (We are the only ones who do what we doJerry Garcia) 3. Stretch Is Routine (Never bite off less than you can chewanon.) 4. Eye-Appetite for Game-changer Projects (Excellence at Assembling Best TeamFast) 5. Playful Clients (Adventurous folks who unfailingly Aim to Change the World) 6. Small Uneconomic Clients with Big Aims 7. Life Is Too Short to Work with Jerks (Fire lousy clients)

8. OBSESSED WITH LEGACY (Practice Group and Individual: Dent the UniverseSteve Jobs) 9. Fire-on-the-spot Anyone Who Says, Law/Architecture/Consulting/ I-banking/ Accounting/PR/Etc. has become a commodity 10. Consistent with #9 above DO NOT SHY AWAY FROM THE WORD (IDEA) RADICAL The PSF35: The Client Experience 11. Always team with client: full partners in achieving memorable results (Wanted: Chimeras of Moonstruck Minds!) 12. We will seek assistance Anywhere to assemble the Best-inPlanet Team for the Project

13. Client Team Members routinely declare that working with us was the Peak Experience of my Career 14. The jobs not done until implementation is 100.00% complete (Those who dont get it must go) 15. IMPLEMENTATION IS NOT COMPLETE UNTIL THE CLIENT HAS EXPERIENCED CULTURE CHANGE 16. IMPLEMENTATION IS NOT COMPLETE UNTIL SIGNIFICANT TECHNOLOGY TRANSFER HAS TAKEN PLACE-ROOT (Teach a man to fish )

17. The Final Exam: DID WE MAKE A DRAMATIC, LASTING, GAME-CHANGING DIFFERENCE? The PSF35: The People & The Leadership 18. TALENT FANATICS (Best-Coolest place to work) (PERIOD) 19. EYE FOR THE PECULIAR (Hiring: Go beyond same old, same old) 20. Early Opportunities (vs. Wait your turn) 21. Up or Out (Based on Legacy/Mentoring as much as Billings/Rainmaking) 22. Slide the Old Aside/Make Room for Youth (Find oldsters new roles?) 23. TALENT IS OBSESSED WITH RENEWAL FROM DAY #1 TO

DAY #R [R = Retirement] 24. Office/Practice Leaders Evaluated Primarily on Mentoring-Team Building Skills 25. A PROPRIETARY TALENT DEVELOPMENT PROCESS (GE) 26. Team Leadership Skills Valued Early 27. Partner with B.I.W. [Best In World] Outsiders as Needed and to Infuse Different Views The PSF35: The Firm & The Brand 28. EAT-SLEEP-BREATHE-OOZE is my messageGandhi) INTEGRITY (My life

29. Excellence+ in EXECUTION 100.00% of the Time 30. Drop everything/Swarm to Support a Harried-On The Verge Team 31. SPEND ON R&D LIKE A TECH FIRM. 32. A PROPRIETARY METHODOLOGY (FBR, McKinsey, Chiat Day, IDEO, old EDS) 33. BRAND MANIACS (Organize Around a Point of View Worth

BROADCASTING) 34. PASSION! 35. ENTHUSIASM! EXCELLENCE. ALWAYS. (1) Translate ALL departmental activities into discrete W.W.P.F. Products. (2) 100% go on the Web.

(3) Non-awesome are outsourced (75%??). (4) Remaining Centers of Excellence are retained & leveraged to the hilt! Static/Imitative Integrity. Quality. Continuous Improvement. Superior Service (Exceeds Expectations.) Completely Satisfactory Transaction. Smooth Evolution.

Market Share. Dynamic/Different Dramatic Difference! Disruptive! Insanely Great! (Quality++++) Life-(Industry-)changing Experience! Game-changing! WOW! Surprise! Delight! Breathtaking! Punctuated Equilibrium! Market Creation!

EXCELLENCE = Flawless EXECUTION + Continuous IMPROVEMENT + Brilliantly Trained PEOPLE + Gamechanging QUESTS + WEIRD Rosters + GASPWORTHY Results EXCELLENCE = Flawless EXECUTION

+ Continuous IMPROVEMENT + Brilliantly Trained PEOPLE + Gamechanging QUESTS + WEIRD Rosters + GASPWORTHY Results Psf. Bedrock. PSF/Professional Service Firm/Beliefs Profession: Calling/Passion to make a

difference/Excellence (always) point of view: know exactly what we stand for/ Dramatic Difference Client: enduring, test-the-limits relationship/Trusted advisor Solution: Rock His-her World/ wow/ implemented Culture change/ >>>>>> satisfaction

Big Idea: Corporation as Mega-PSF (Professional Service Firm*) * Virtual Collection of Entrepreneurially-minded Professionals (Talent/Roster) Creating/Applying Intellectual Capital (Work Core Mechanism:

Game-changing Solutions Brand You(S) (Distinct or Extinct/The Talent) + Wow! Project(s) (Different vs Better/The Work) = PSF(S)

(Professional Service Firm model/The Organizing Principle) = Corporation as Mega-PSF The FEVP/Fundamental Enterprise Value-Added Proposition-Equation/Mark2007 (1) 100% WOW PROJECTS (New Org DNA/The Work)

+ (2) Incredible TALENT Transformed into (3) Entrepreneurial BRAND YOUs and (4) Given Room-to-Roam & Launched on Awesome QUESTS = (5) Internal Rockin PSFs (Staff Depts. Morphed into Wildly Innovative Professional Service Firms) (6) Which Coalesce to Transform the FEVP/Fundamental Enterprise Value Proposition from Superior Products & Services to

ENCOMPASSING SOLUTIONS & GAME-CHANGING CLIENT SUCCESS Big Idea/Meta-Idea/Premier Engine of Value Added (1) The Talent: Best Roster of Entrepreneurialminded Brand Yous. (2) The (Virtual) Organization: Internal or External PSF/Professional Service Firm working with Best Anywhere = Engine of Value Added through the Application of Creative Intellectual Capital (3) The Work Product: Game Changer/ Gaspworthy WOW Projects

Your Current Project? 1. Another days work/Pays the rent. 4. Of value. 7. Pretty Damn Cool/Definitely subversive. 10. WE AIM TO CHANGE THE WORLD. (Insane!/Insanely Great!/WOW!) Subversive Change

Be(very)ware genetic constraints (historys looong arm) You must do Gandhi Hire weird (fulltime or temp) Find the extant crazies (troll for them via offers to join weird project teams) Create a (quiet) Crazies Club/Keep extendin the Web Create boondocks projects by the truckload (with partners of every flavor) Understand: Yours is a protection racket Sky High Standards!! (Theres a deadly serious reason for all thislife or death) TP Heroes: Allan Puckett; Bob Stone; Jill Ker Conway;

Kelly Johnson; John Boyd The Value-added Ladder/ MEMORABLE CONNECTION Spellbinding Experiences Gamechanging Solutions Services Goods Raw Materials Words!

Magician of Magical Moments

Maestro of Moments of Truth Recruiter of Raving Fans Impresario of First Impressions Wizard of WOW Captain of Brilliant Comebacks Director of Electronic Customer Experiences Conductor of Customer Intimacy King of Customer Community Queen of Customer Retention CEO of Ownership Experience Managing Director of After-sales Experience WallopWal*Mart16*

*Or: Why its so ABSURDLY EASY to BEAT a GIANT Company The Small Guys Guide: Wallop Wal*Mart16 *Niche-aimed. (Never, ever all things for all people, a miniWal*Mart.) *Never attack the monsters head business and lukewarm customers.) on! (Instead steal niche *Dramatically Different

(La Difference ... within our community, our industry regionally, etc is as obvious as the end of ones nose!) (THIS IS WHERE MOST MIDGETS COME UP SHORT.) *Compete on value/experience/intimacy, not price. (You aint gonna beat the behemoths on cost-price in 9.99 out of 10 cases.) *Emotional bond with Clients, Vendors. (BEAT THE BIGGIES ON EMOTION/CONNECTION!!) The Small Guys Guide: Wallop Wal*Mart16 *Hands-on, emotional leadership. (We are a great & cool & intimate & joyful & dramatically different team working to transform our Clients lives via Consistently Incredible

Experiences!) *A community out of it!) star! (Sell local-ness per se. Sell the hell *An incredible experience, from the first to last momentand then in the follow-up! (These guys are cool! They get me! They love me!) *DESIGN DRIVEN! (Design is a premier weapon-inpursuit-of-the sublime for small-ish enterprises, including the professional services.)

The Small Guys Guide: Wallop Wal*Mart16 *Employer of choice. (A very cool, well-paid place to work/learning and growth experience in at least the short term marked by notably progressive policies.) (THIS IS EMINENTLY DO-ABLE!!) *Sophisticated use of information technology. (Small-ish is no excuse for small aims/execution in IS/IT!) *Web-power! (The Web can make very small very big if the product-service is super-cool and one purposefully masters buzz/viral marketing.)

*Innovative! (Must keep renewing and expanding and revising and re-imagining the promise to employees, the customer, the community.) The Small Guys Guide: Wallop Wal*Mart16 *Brand-Lovemark* (*Kevin Roberts) Maniacs! (Branding is not just for big folks with big budgets. And modest size is actually a Big Advantage in becoming a local-regionalniche lovemark.) *Focus on women-as-clients. (Most dont. How stupid.) Excellence!

* (A small player per me has no right or reason to exist unless they are in Relentless Pursuit of Excellence. One earns the rightone damn day and client experience at a time!to beat the Big Guys in your chosen niche!) what Ive Learned about Small Business

tom peters: Passion for PRODUCT. OBSESSION With Product. LOVE The Product. Aim To Be ONLY ONES WHO DO WHAT WE DO. Keep ADDIN Stuff. Invest UNWISELY in R&D. Reside Permanently In The DISCOMFORT Zone. Unhealthy PARANOIA Is A Good Thing. Add Clients That PUSH-PULL. SELL. SELL. SELL. SELL. Go For Broke: CUSTOMER CONTACT PEOPLE.

PERFECTION: Customer Contact People. Hire for ATTITUDE. INVITE On An Adventure. GREAT CFO/Biz Guy-Gal. NASTY CFO/Biz Guy-Gal. QUADRANGULAR LEADERSHIP: Visionary-Talent FanaticProject Manager-I.P.M. (I.P.M. = Inspired Profit Mechanic) GREAT Logo. DESIGN! OVERDO Marketing Materials. WOMEN Roar. WOMEN Rule. WOMEN Buy. Diversity = $$$$$$ Be RELENTLESS. Cut And RUN.

Product Includes-Features the PACKAGING. Define Your DRAMATIC DIFFERENCE (R.P.O.V.8) Best STORY Wins. DRESS For Success. First Goal: AMUSE Yourself. Know YOURSELF. DONT Do Stuff You Hate. Over-invest In RELATIONSHIPS. (R.O.I.R.: Return On Investment in Relationships) SYSTEMATICALLY Manage Relationships. Work The SUPPORT PEOPLE In Client Orgs.

BLOG As If Your Life Depended On It. SOPHISTICATED Use Of Infotech. RESPONSE To Problems. Make Em PAY. CLOSE The Sale. Invest BIGTIME In PR. Media FRIENDLY. Live-To-SCHMOOZE. Fun/Laughter = $$$$ MBWA: Stay In Touch. You Must Be The Change You Wish To See In The World/GANDHI 5K For 5M.

Your CALENDAR Never Lies. OUT: Pastels. IN: Technicolor JUST SAY NO TO C.E.O.: CIO/Chief Innovation Officer. CSO/Chief Sales Officer. CWO/ Chief Wow Officer EXCELLENCE Is Very Cool. MICRO-MANAGE Your Reputation. Wear Your Integrity On Your SLEEVE. KEEP Your Promises. EXECUTION!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! A Man Without A Smiling Face

MUST NOT Open His Shop. RECOGNITION! Work HARD, Not Smart. Insanely Great. THE STANDARD. R.O.I.R Measure #1: R.O.I.R.* R.O.I.R. *Return On

Investment In Relationships Sell Sell Small Giants: Companies That Choose To Be Great Instead Of Big by Bo Burlingham

Small Giants/Bo Burlingham "First, I could see that, unlike most entrepreneurs, their founders and leaders had recognized the full range of choices they had about the type of company they would create." "Second, the leaders had overcome the enormous pressures on successful companies to take paths they had not chosen and did not necessarily want to follow." "Third, each company had an extraordinarily intimate relationship with the local city, town, or county in which it did business -- a relationship that went well beyond the usual concept of `giving back.'"

"Fourth, they cultivated exceptionally intimate relationships with customers and suppliers, based on personal contact, one-on-one interaction, and mutual commitment to delivering on promises." Small Giants/Bo Burlingham "Fifth, the companies also had what struck me as unusually intimate workplaces." "Sixth, I was impressed by the variety of corporate structures and modes of governance that these companies had come up with." "Finally, I noticed the passion that the leaders brought to what the company did. They loved the

subject matter, whether it be music, safety lighting, food, special effects, constant torque hinges, beer, records storage, construction, dining, or fashion." Planetree: A Radical Model for New Healthcare/Healing/ Wellness Excellence The 9 Planetree Practices 1. The Importance of Human Interaction 2. Informing and Empowering Diverse Populations: Consumer

Health Libraries and Patient Information 3. Healing Partnerships: The importance of Including Friends and Family 4. Nutrition: The Nurturing Aspect of Food 5. Spirituality: Inner Resources for Healing 6. Human Touch: The Essentials of Communicating Caring Through Massage 7. Healing Arts: Nutrition for the Soul 8. Integrating Complementary and Alternative Practices into Conventional Care 9. Healing Environments: Architecture and Design Conducive to Health Source: Putting Patients First, Susan Frampton, Laura Gilpin, Patrick Charmel

The Value-added Ladder/ MEMORABLE CONNECTION Spellbinding Experiences Gamechanging Solutions Services Goods Raw Materials Better By Design The

Design49 Tom Peters/Auckland/30March2005 Better By Design: Toms Design49 1. There are only 2 rules. 2. Rule #1: You cant beat Wal*Mart on price or China on cost. 3. Rule #2: See Rule #1. 4. Econ Survival = Innovate and Sprint Up the Value-added Chain OR DIE! 5. DESIGN (WRIT LARGE) (DESIGN MINDFULNESS) IS THE SOUL/ENGINE OF THE NEW VALUE-ADDED IMPERATIVE. 6. Design as Soul-Core Competence #1 is a cultural imperative, not

a programmatic or process or throw $$$ at it issue! 7. CDEs (Culturally Design-driven Enterprises) use DesignExperiences-Dream Merchantry-Lovemarks as the Lead Dog(s) in the OlympianInnovation-Strategy-Value Proposition Struggle. 8. Dream Merchant makes as much sense for IBM or GE or UPS as for Starbucks! Better By Design: Toms Design49 9. At CDEs, Design is the Heart of the Emotional Branding Process. 10. CDEs wholeheartedly embrace ideas such as mystery, surprise, sensuality.

11. CDEs love WOW! and B.H.A.G. and Insanely Great and Gasp-worthy and Passion and Love! (Axiom: Extreme language breeds extreme products and services.) 12. Staff at CDEs laugh and cry a lot! (Axiom: Calm enterprise = Crappy enterprise.) 13. CDEs love strange and weird. 14. CDEs scour the earth for strange and weird people. (CDEs know: FREAKS RULE!) 15. CDEs are extremists. (KR: Avoid moderation.) 16. CDEs know that EXCELLENCE IS NOT GOOD ENOUGH! (We must use non-linear measures!) Better By Design: Toms Design49

17. CDEs seek Discontinuities. (JG: We dont want to be the best of the best, we want to be the only ones who do what we do.) 18. CDEs are respectful of their customers, but not slaves to their customers! CDEs LEAD THEIR CUSTOMERS! (Axioms: Listening to customers is over-rated! Focus groups suck!) 19. But: Lead customers are an entirely different matter! 20: Yet: CDEs turn customers into Raving Fans. (Think: Tattoo Brand!) 21. CDEs abide by Phil Daniels Credo: REWARD EXCELLENT FAILURES. PUNISH MEDIOCRE SUCCESSES. 22. At CDEs the Design Director is at least an Exec Vice President, a Member of the Senior Executive Team, perhaps on the Board, and has an office within 10 meters of the CEO (unless she is the CEO).

23. Design Directors at large companies not worth $5,000,000 per year arent worth hiring! (DD$21M.) Better By Design: Toms Design49 24. Great Designers are 10,000X better than good designers. 25. At CDEs CFOs are never former CFOs! The CEO always doubles as the Chief Innovation Officer. 26. CDEs are Top-line Obsessed. 27. CDE execs know there is a chasm between excellent design and game-changer design. 28. Gasp-worthy design is a moving target! 29. No Broadway shows last forever. So too, great designers! (Hire them! Pay them! Cherish them! Nurture them! Fire them!)

30. Great design wrestles incessantly with the issue of cool and/versus usability.! 31. Designers get the stunning principles of Wabi Sabi. (Great designers side with Chris Alexander against the A.I.A.) 32. CDEs get the feminine side of life. Better By Design: Toms Design49 33. CDEs Know I: WOMEN BUY EVERYTHING! 34. CDEs Know II: MEN ARE INCAPABLE OF DESIGNING PRODUCTS FOR WOMEN. 35. CDEs understand that Were getting olderand vigorously embrace the Boomer-Geezer market. 36. CDEs understand: Boomers-Geezers have ALL THE MONEY

are by and large healthy and have 20 or so years left! 37. CDEs wonder: Can 28-year-olds design experiences for 68year-olds? 38. CDEs seek the sweetest sweet spot: Woman-Boomer-GreenieWellness. 39. Design-mindfulness is as apparent in the CDEs facilities as in its products-services! Better By Design: Toms Design49 40. Design mindfulness is as apparent in HR and Engineering and Logistics and IS/IT as in NPD. 41. CDEs will settle for nothing less then beautiful, gaspworthy Business Processes/Infrastructure! 42. CDEs obsess on K.I.S.S. (Beware creeping feature-itis!) (450/8.) 43. Design-mindfulness/aesthetic sensibility is a requisite

for Every Hireincluding waiters and waitresses in Fast Food outlets and Housekeepers in hotels. 44. Gasp-worthy Design is as essential to service companies as to manufacturers. 45. Gasp-worthy design can transform any commodity, including ag! Better By Design: Toms Design49 46. DESIGN MANIA IS A NATIONAL ECONOMIC ISSUE OF THE FIRST ORDER. 47. Small is no disadvantage in an Age of Creativity! 48. There is no such thing as a National Design Advantage unless the current school system is Destroyed

& Re-imaginedto emphasize creativity and risk-taking and acceptance of failure. (Design Mindfulness the suppression thereof typically begins at Age 4.) How sweet it is! 49. (If your head is screwed on right.) First Steps: Beauty Contest! 1. Select one form/document: invoice, airbill, sick leave policy, customer returns claim form.

2. Rate the selected doc on a scale of 1 to 10 [1 = Bureaucratica Obscuranta/Sucks; 10 = Work of Art] on four dimensions: Beauty. Grace. Clarity. Simplicity. 3. Re-invent! 4. Repeat, with a new selection, every 15 working days. The Value-added Ladder/ EMOTION

Dreams Come True Spellbinding Experiences Gamechanging Solutions Services Goods Raw Materials The Marketing of Dreams (Dreamketing) Dreamketing: Touching the clients dreams. Dreamketing: The art of telling stories

and entertaining. Dreamketing: Promote the dream, not the product. Dreamketing: Build the brand around the main dream. Dreamketing: Build the buzz, the hype, the cult. Source: Gian Luigi Longinotti-Buitoni Six Market Profiles 1. Adventures for Sale 2. The Market for Togetherness,

Friendship and Love 3. The Market for Care 4. The Who-Am-I Market 5. The Market for Peace of Mind 6. The Market for Convictions Rolf Jensen/The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business Six Market Profiles 1. Adventures for Sale/ IBM-UPS 2. The Market for Togetherness, Friendship and Love/ IBM-UPS

3. The Market for Care/ IBM-UPS 4. The Who-Am-I Market/ IBM-UPS 5. The Market for Peace of Mind/ IBM-UPS 6. The Market for Convictions/ IBM-UPS Rolf Jensen/The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business The Value-added Ladder/ ECSTASY Lovemark Dreams Come True Spellbinding Experiences

Services Goods Raw Materials Brand . Lovemark Recognized by consumers . Loved by People Generic Personal Presents a narrative .. Creates a Love story The promise of quality A touch of Sensuality Symbolic .. Iconic Defined .. Infused Statement .. Story Defined attributes ... Wrapped in Mystery

Values . Spirit Professional ... Passionately Creative Advertising agency .. Ideas company Source: Kevin Roberts, Lovemarks Top 10 Tattoo Brands* Harley . 18.9% Disney .... 14.8 Coke . 7.7 Google .... 6.6 Pepsi .... 6.1 Rolex . 5.6

Nike . 4.6 Adidas . 3.1 Absolut . 2.6 Nintendo . 1.5 *BRANDsense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, Martin Lindstrom Ladder.2007: 4 of 7! Lovemark Dreams Come True Spellbinding Experiences Gamechanging Solutions

Services Goods Raw Materials New (4 of 7) Value-added Ladder: Plays to Womens Inherent Strengths! Lovemark/F Dreams Come True/F Spellbinding Experiences/F Gamechanging Solutions/F Services/F Goods/M

Raw Materials/M BOOMER BOOME S. ????????? Home Furnishings 94% Vacations 92% (Adventure Travel 70%/ $55B travel equipment) Houses 91% D.I.Y. (major home projects) 80% Consumer Electronics 51% (66% home computers)

Cars 68% (90%) All consumer purchases 83% Bank Account 89% Household investment decisions 67% Small business loans/biz starts 70% Health Care 80% USA/F.Stats: Short n (Very) Sweet >50% of stock ownership, $13T total wealth (2X in 15 years) >$7T consumer & biz spending (>50% GDP; > Japan GDP); >80% consumer spdg (Consumer = 70% all spdg) 57% BA degrees (2002); = ed & social strata, no wage gap 60% Internet users; >50% primary users of

electronic equipment >50% biz trips WimBiz: Employees > F500; 10M+: 33% all US Biz Pay from 62% in 1980 to 80% today; equal if education, social status, etc are equal 60% work; 46M (divorced, widowed, never married) Source: Fara Warner, The Power of the Purse Women > 50% of Household Income in >50% of households. In 48% of the 55% of households/married couples, women provide >50% of income. 27% of

households are headed by a single female. 75% of married female execs with the rank of VP or above out earn their spouse. Women control 51% of private wealth in the U.S.; head 40% of households with >$600K assets; 47% of market investors are women. Major Credit Union: pre Y2K, modal customer was 53-yearold family man; today, 46-year-old single working woman. Commercial: 51% purchasing managers are women. Women make >80% consumer purchases; businesswomen make >90% of household purchasing decisions. Women: 70% of travel decisions; purchase 57% of consumer electronics; write 80% of personal checks; purchase >50% of cars (primary influence >80%). Source: Dont Think Pink: What Really Makes Women Buyand How to

Increase Your Share of This Crucial Market, Lisa Johnson & Andrea Learned Purchasing Patterns Harder to convince; more loyal once convinced. Women: Men: Snap decision; fickle.

Source: Martha Barletta, Marketing to Women 1. Men and women are different. 2. Very different. 3. VERY, VERY DIFFERENT. 4. Women & Men have a-b-s-o-l-u-t-e-l-y nothing in common. 5. Women buy lotsa stuff. 6. WOMEN BUY A-L-L THE STUFF.

7. Womens Market = Opportunity No. 1. 8. Men are (STILL) in charge. 9. MEN ARE TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN. 10. Womens Market = Opportunity Cases! Cases! Cases! McDonalds (mom-centered to majority consumer; not via kids)

Home Depot (Do it [everything!] Herself) P&G (more than house cleaner) DeBeers (right-hand rings/$4B) AXA Financial Kodak (women = emotional centers of the household) Nike (> jock endorsements; new def sports; majority consumer) Avon Bratz (young girls want friends, not a blond stereotype) Source: Fara Warner/The Power of the Purse

EXCELLENCE. OPPORTUNITY. WOMEN. BUSINESS. OWNERS. U.S. firms owned or controlled by Women: 10.6 million (48% of all firms) Growth rate of Women-owned firms vs all firms: 3X Rate of jobs created by Women-owned firms vs all firms: 2X Ratio of total payroll of Women-owned firms vs total

for Fortune500 firms: >1.0 Ratio of likelihood of Women-owned firms staying in business vs all firms: >1.0 Growth rate of Women-owned companies with revenues of >$1,000,000 and >100 employees vs all firms: 2X Source: Margaret Heffernan, How She Does It WOMEN. DOMINATE. ECONOMIC. GROWTH.

Forget China, India and the Internet: Economic Growth Is Driven by Women. [Headline.] Even today in the modern, developed world, surveys show that parents still prefer to have a boy rather than a girl. One longstanding reason boys have been seen as a greater blessing has been that they are expected to become better economic providers for their parents old age. Yet it is time for parents to think again. Girls may now be a better investment. Girls get better grades in school than boys, and in most developed countries more women than men go to university. Women will thus be better equipped for the new jobs of the 21st century, in which brains count a lot

more than brawn. And women are more likely to provide sound advice on investing their parents neste.g.: surveys show that women consistently achieve higher financial returns than men do. Furthermore, the increase in female employment in the rich world has been the main driving force of growth in the last couple of decades. Those women have contributed more to global GDP growth than have either new technology or the new giants, India and China. Source: Economist, Economist April 15, Leader, page 14 A Guide to Womenomics: The Future of the World Economy Lies

Increasingly in Female Hands. (Headline.) More Continuing on page 73: stats: Around the globe since 1980, women have filled two new jobs for everyone taken by a man. Women are becoming more important in the global marketplace not just as workers, but also as consumers, entrepreneurs, managers and investors. Re consumption, Goldman Sachs in Tokyo has developed an index of 115 companies poised to benefit from womens increased purchasing power; over the past decade the value of shares in Goldmans basket has risen by 96%, against the Tokyo stockmarkets rise of 13%. A couple of final assertions: (1) It

is now agreed that the single best investment that can be made in the developing world is educating girls. (2) Also, surprisingly, nations with the highest female laborforce participation rates, such as Sweden and the U.S., have the highest fertility rates; and those with the lowest participation rates, such as Italy and Germany, have the lowest fertility rates. Source: Economist, April 15, page 73 10 UNASSAILABLE REASONS WOMEN RULE Women make [all] the financial decisions. Women control [all] the wealth. Women [substantially] outlive men.

Women start most of the new businesses. Womens work force participation rates have soared worldwide. Women are closing in on same pay for same job. Women are penetrating senior ranks rapidly [even if the pace is slow for the corner office per se]. Womens leadership strengths are exceptionally well aligned with new organizational effectiveness & value-added imperatives. Women are better salespersons than men. Women buy [almost] everythingcommercial

as well as consumer goods. So what exactly is the point of men? COROLLARY. EXCELLENCE. WOMEN. RULE. Lawrence A. Pfaff & Assoc. 2 Years, 941 mgrs (672M, 269F); 360 feedback

Women: 20 of 20; 15 of 20 with statistical significance, incl. decisiveness, planning, setting stds.) Men are not rated significantly higher by any of the raters in any of the areas measured. (LP) Womens Strengths Match New Economy Imperatives: Link [rather than rank] workers; favor interactive-collaborative leadership style [empowerment beats top-down decision making]; sustain fruitful collaborations; comfortable with sharing information; see redistribution of power

as victory, not surrender; favor multi-dimensional feedback; value technical & interpersonal skills, individual & group contributions equally; readily accept ambiguity; honor intuition as well as pure rationality; inherently flexible; appreciate cultural diversity. Judy B. Rosener, Americas Competitive Secret: Women Managers Womens Negotiating Strengths *Ability to put themselves in their counterparties shoes *Comprehensive, attentive and detailed communication style

*Empathy that facilitates trust-building *Curious and attentive listening *Less competitive attitude *Strong sense of fairness and ability to persuade *Proactive risk manager *Collaborative decision-making Source: Horacio Falcao, Cover story/May 2006, World Business, Say It Like a Woman: Why the 21st-century negotiator will need the female touch The Core Argument: Women [Ought to] Rule! 1. We are in a War for Talent.

2. The war will intensify. 3. There is a severe shortage of effective leaders at all levels. 4. Women are under-represented in our leadership ranks at or near the top. 5. Women and men are different; new science reinforces this view. 6. Womens strengths match the New Economys leadership needsto a striking degree. 7. Women are also the principal purchasers of goods and servicesretail and commercial. 8. Ergo, women are a large part of the answer to the War for Talent/leadership shortage

issue/opportunity. BOOMER BOOME S. GEEZER 2000-2010 Stats 18-44: -1% 55+: +21% (55-64:

+47%) See me. Watch me. respect me. Suck up to me. Serve me. Love me. Love my longevity. Love my m-o-n-e-y. See her. Watch her.

respect her. Be obsequious to her. Serve her. Love her. Love her long longevity. Love her m-o-n-e-y. (which is damn near a-l-l the mon-$$$$$$.) Boomers-Geezers-Womens Trifecta+ *Buy/all *Wealth/all

*time left/ lots *Eclipse of males/retire-die Median Household Net Worth <35: $7K 35-44: $44K 45-54: $83K 55-64: $112K 65-69: $114K 70-74: $120K >74: $100K

Source: U.S. Census BoomerBucks! Boomer turns 50: every 7 seconds. 2009: majority of U.S. households headed by someone over 50. 20062016: U.S. population up 22.9 million; 22.1 million in over-50 group. 2006: 1 in 5 adults is F, over 50. Women between 50-70 who are single: 35%. Age 4554: highest average income, $59, 021 (national average is $42,209). FASTEST GROWING INCOME CATEGORY: WOMEN, 55-64 (4X men in same category). Women, age 60-64: 50% still in workforce. Highest net worth: families, 55-64 ($182,000). People over 50: 70% to 79% of all financial assets; 80% of all

savings accounts; 62% of all large Wall Street asset accounts; 66% of $$ invested in the stock market. Age 50+: 29% of population, 40% of total consumer spending, 50% of discretionary spending. Next 2 decades: BOOMERS WILL INHERIT $14 TRILLION-$25 TRILLION (largest intergenerational transfer of wealth in history). Marti Barletta, PrimeTime Women 55-64 vs 25-34 E.g.: New cars & trucks: 20% more spending. Meals at full-service restaurants: +29%. Airfare: +38%. Sports equipment:

+58%. Motorized recreational vehicles: +103%. Wine: 113%. Maintenance, repairs and home insurance: +127%. Vacation homes: +258%. Housekeeping & yard services: +250% to +500%. Source: Marti Barletta, PrimeTime Women 50+ $7T wealth (70%)/ $2T annual income 50% all discretionary spending 79% own homes 40M credit card users 41% new cars/48% luxury cars

$610B healthcare spending/ 74% prescription drugs 5% of advertising targets Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old Possession Experiences /Desires for things/ Young adulthood/to 38 Catered Experiences/ Desires to be served by others/Middle adulthood

Being Experiences/Desires for transcending experiences/Late adulthood Source: David Wolfe and Robert Ageless Marketing 2006/Top 10% of U.S. Earners* Luxury goods for the home . -5.7% Fashion & jewelry ... -8.7% Luxury cars .. -0.9% Experiential luxury** .. +10.7% * The wealthy are increasingly spending more on doing things than owning things /Unity Marketing

**Travel, dining, entertainment, spa & beauty Source: European Business (04.2007) Brand Loyalty: Stable or Unstable/Fickle? Serial Monogamy: A Personal Odyssey Beer: National Boh to Bud to Anchor Steam to Zilch Car: Chevrolet (1942-1962) to misc to Subaru Biz Clothes: Various warehouses to Brooks to Nordstrom to Milan Biz: Big (U.S. Navy, McKinsey) to Small (de facto self-employed)

Sports clothes: Misc-cheap to Northface Spouse: Sexy broad (wife #1) to Best friend/Brainy (+sexy) School: Cornell to Stanford to RISD (Go Nads!) Pens: Cross to Bic Food: Safeway to Whole Foods Music: Beatles to Queen Home Furnishings: With it to Comfortable Home: SF Bay Area to West Tinmouth VT Favorite sport: Lacrosse-Crew to Speed Walking-Trekking-Rowing Favorite MLB, NFL: Orioles-Baltimore Colts to As-Raiders (Warriors!) Favorite magazine: Life to Wired Favorite media: Print-Radio to Web-Radio Favorite airline: TWA to American to Lufthansa

Home: East to West Vacations: USA to New Zealand Price: Cheap to Varied (Wal*Mart to Milan) Hotel: Ramada/Holiday Inns to Four Seasons/Leading Hotels Restaurants: McDonalds to Hole in the wall Stores: Misc/Big to Little shops Loyalty: Serial monogamy (just as loyal now as then; love em, then leave em) People EXCELLENCE. INDIVIDUAL.

BRAND YOU. 1. Can someone overseas do it cheaper? 2. Can a computer do it faster? 3. Is what youre selling in demand in an age of abundance? Source: Dan Pink Core Mechanism: Game-changing Solutions

PSF (Professional Service Firm model/The Organizing Principle) + Brand You (Distinct or Extinct/The Talent) + Wow! Projects

(Different vs Better/The Work) New Work SurvivalKit.2007 1. MASTERY! (Best/Absurdly Good at Something!) 2. Manage to Legacy (All Work = Memorable/Braggable WOW Projects!) 3. A USP/UNIQUE SELLING PROPOSITION 4. Rolodex Obsession (From vertical/hierarchy/suck up loyalty to horizontal/colleague/mate loyalty) 5. ENTREPRENEURIAL INSTINCT (A sleepless Eye for Opportunity! 6.CEO/LEADER/BUSINESSPERSON/CLOSER (CEO, Me Inc. 24/7!)

7. Master of Improv (Play a dozen parts simultaneously, from Chief Strategist to Chief Toilet Scrubber) 8. Sense of Humor (A willingness to Screw Up & Move On) 9. Comfortable with Your Skin (Bring interesting you to work!) 10. Intense Appetite for Technology (E.g.: How Cool-Active is your Web site? Do you Blog?) 11. EMBRACE MARKETING (Your own CSO/Chief Storytelling Officer) 12. PASSION FOR RENEWAL (Your own CLO/Chief Learning Officer) 13. EXECUTION EXCELLENCE! (Show up on time! Leave last!) Thriving in 24/7 (Sally Helgesen) *START AT THE CORE.

Nimbleness only possible if we locate our inner voice, take regular inventory of where we are. *LEARN TO ZIGZAG. Think gigs. Think lifelong learning. Forget old loyalty. Work on optimism. *CREATE OUR OWN WORK. Articulate your value. Integrate your passions. I.D.

your market. Run your own business. *WEAVE A STRONG WEB OF INCLUSION. Build your own support network. Master the art of looking people up. Personal Brand Equity Evaluation My current Project is challenging me New things Ive learned in the last 90 days include I am known for [2 to 3 things]; next year at this time Ill also be known for [1 more thing]. My public recognition program consists of

Additions to my Rolodex in the last 90 days include My resume is discernibly different from last years at this time Advice to techie mid-career Brand Yous: Smith college (06.05) TPs Top Dozen Commandments

1. Enthusiasm, Optimism and Energy carry the day. 2. She who delivers the Best Projects wins. (Be-Do.) (Your inherent advantages enhance the odds of delivering ladle dropper projects. USE THEM.) 3. There are sympathizers. FIND THEM. (Make your own McKinsey.) 4. Indirection rules; frontal attacks are for boneheads. (My mission is that of a molemy existence only to be known by upheavals. John Fisher) 5. Accept a Lateral Move to get X-functional

experience. (!!!!!!!!!!!!!!!!!!!!) 6. Take a crappy line job whenever its offered! (Theres no such thing as a crappy line job!) TPs Top Dozen Commandments 7. Understand the Soft New Value-added Equation and Master/Exploit it. 8. DO GREAT THINGS FOR CUSTOMERS! (Its the best form of protection from idiots!) 9. Always Champion Change and find a Protector! 10. Life (SUCCESS) = Mastery of Sales & Politics.

(Believe it!) 11. Get involved in Recruiting and Development Activities! (Were all in HR.) (Find Radical Young Women and become their Champion.) 12. If it aint working, get the hell out. (What about joining the Mighty Eleven Million and starting your own business?) My Kinda Folks! Tom Peters/0720.2005 *Do vs Be** (The task, not the title, is important)

(**Military strategist extraordinaire Col John Boyd: 2 kinds of people. Do focus obsessively on the work itselfand damn the torpedoes. Be obsess on the politics, the rank, the next promotion or assignment.) My Kinda Folks! *Cases no one else wants (hot potatoes, dead ends, political nightmares, unimportant victims) *Constant thorns in the side of bureaucracy!!!!!!!!!!!!!!!! *Repeatedly exiled to professional Siberia (so

annoyingly good and so annoying per se that others try to do him terminal professional harm) *Little in the way of career prospects *Have a Godfather (need internal protectionthough even protectors lose patience) *Work mostly solo (Secretive) *Work old pals network to get info-leads beyond their charter

My Kinda Folks! *Master of the End Run! *Mentor (often to an incredibly talented young woman fighting the sexist culture) *Curmudgeonly *Often their own worst enemies *Drink too much *Dont work out enough *Sneak fast food *Excessive work has estranged from family *More or less shabbily dressed

*Drive shabby cars *Not money/security oriented (cant help themselves, just gotta get involved) My Kinda Folks! *Not money/security oriented (cant help themselves, just gotta get involved) *Carry a secret/hidden motivator in their kit (e.g. someone close he feels he let down, leading to their death)

*GET THE DAMN JOB DONE! much appreciation) (and dont expect/get Brand you tool #1: Mastering Sales The Sales25. Great Salespeople

1. Know the product. (Find cool mentors, and use them.) 2. Know the company. 3. Know the customer. (Including the customers consultants.) (And especially the corporate culture.) 4. Love internal politics at home and abroad. 5. Religiously respect competitors. (No badmouthing, no matter how provoked.) 6. Wire the customers org. (Relationships at all levels & functions.) 7. Wire the home teams org. and vendors orgs. (INVEST

Big Time time in relationships at all levels & functions.) (Take junior people in all functions to client meetings.) Great Salespeople 8. Never overpromise. (Even if it costs you your job.) 9. Sell only by solving problems-creating profitable opportunities. (Our product solves these problems, creates these unimagined INCREDIBLE opportunities, and will make you a ton of moneyheres exactly how.) (IS THIS A PRODUCT SALE OR A WOW-ORIGINAL SOLUTION YOULL BE DINING OFF 5 YEARS FROM NOW? THAT WILL BE WRITTEN UP IN THE TRADE PRESS?) 10. Will involve anybodyincluding mortal enemiesif it

enhances the scope of the problem we can solve and increases the scope of the opportunity we can encompass. 11. Know the Brand Story cold; live the Brand Story. (If not, leave.) Great Salespeople 12. Think Turnkey. (Its always your problem!) 13. Act as orchestra conductor: You are responsible for making the whole-damn-network respond. (PERIOD.) 14. Help the customer get to know the vendors organization & build up their Rolodex. 15. Walk away from bad business. (Even if it gets you fired.)

16. Understand the idea of a good loss. (A bold effort thats sometimes better than a lousy win.) 17. Think those who regularly say Its all a price issue suffer from rampant immaturity & shrunken imagination. 18. Will not give away the store to get a foot in the door. 19. Are wary & respectful of upstartsthe real enemy. 20. Seek several cool customerswholl drag you into Tomorrowland. Great Salespeople 21. Use the word partnership obsessively, even though it is way overused. (Partnership includes folks at all levels

throughout the supply chain.) 22. Send thank you notes by the truckload. (NOT E-NOTES.) (Most are for little things.) (50% of those notes are sent to those in our company!) Remember birthdays. Use the word we. 23. When you look across the table at the customer, think religiously to yourself: HOW CAN I MAKE THIS DUDE RICH & FAMOUS & GET HIM-HER PROMOTED? 24. Great salespeople can affirmatively respond to the query in an HP banner ad: HAVE YOU CHANGED CIVILIZATION TODAY? 25. Keep your bloody PowerPoint slides simple!

Brand you tool #2: Getting Things Done The Power & Implementation34. *Send Thank You notes! Its (always) all about relationships. And at the Heart of Effective Relationships is APPRECIATION. (Oh yeah: Never, ever forget a birthday of a co-worker.) *Bring donuts! Small gestures of appreciation (on a rainy day, after a long days work the day before) are VBDs Very Big Deals.

*Make the call! One short, hard-to-make call today can avert a relationship crisis that could bring you down six months from now. *Remember: There are no little gestures of kindness. As boss, stopping by someones cube for 30 seconds to inquire about their sick parent will be remembered for 10 years. (Trust me.) *Make eye contact! No big deal? Wrong! It is all about Connection! Paying attention! Being there in the Moment Present. So, work on your eye contact, your Intent to Connect. *Smile! Or, rather: SMILE. Rule: Smiles beget smiles. Frowns beget frowns. Rule: WORK ON THIS. *Smile! (If it kills you.) Energy & enthusiasm & passion engender energyenthusiasm-passion in those we work with. *Its all RELATIONSHIPS. Remember: Business is a relationships business.

(Period.) Were all in sales! (Period.) Connecting! Making our case! Following up! Networking! Relationships are what we do. *You = Your Calendar. Your true priorities are given away by your calendar. YOUR CALENDAR NEVER LIES. What are you truly spending your time on? Are you distracted? Focused? *Whats in a number? EVERYTHING! While we all do a hundred things, we may not/should not/cannot have more than 2 (or 3) true strategic priorities at any point in time. BELIEVE IT. *She (he) who is best prepared wins! Out study, out-read, out-research the competition. Know more (lots more!) than the person on the other side of the table. *Excellence is the Ultimate Cool Idea. The very idea of pursuing excellence is a turn onfor you and me as well as those we work with. (And, I find to my dismay, its surprisingly rare.)

*Think WOW! language! Language matters! Hot words generate a Hot Team. Watch your *Take a break! We need all the creativity we can muster these days. So close your office door and do 5 (FIVE) minutes of breathing or yoga; get a bag lunch today and eat it in the park. *You are the boss! Old ideas of lifetime employment at one company (maybe where Dad/Mom worked) are gone. No matter what your current status, think of your self as CEO of Brand Me, Inc. We are all Small Business Owners of our own careers.

*Do something in the next half hour! Dont let yourself get stuck! There is ALWAYS something little you can start/do in the next thirty minutes to make a wee, concrete step forward with a problem-opportunity. *Test it! NOW! We call this the Quick Prototype Attitude. One of lifes, especially business lifes, biggest problems is: Too much talk, too little do. If youve got a Cool Idea, dont sit on it or research it to death. Grab a pal, an empty conference, and start laying out a little model. That is, begin the process of transforming the Idea to Action ASAP. Incidentally, testing something quarter-baked in an approximation of the real world is the quickest way to learn. *Expand your horizons. Routinely reach out beyond your comfort zone. TAKE A FREAK TO LUNCH TOMORROW! Call somebody interesting youve been meaning to get in touch with; invite them to lunch tomorrow. (Lunch with the same ole gang means nothing new learned. And thats a guarantee.) (Remember: Discomfort =

Growth.) *Build a Web site. The Web is ubiquitous. Play with it! Be a presence! Start You.com ASAP! *Spread the credit! Dont build monuments to yourself, build them to othersthose whose contributions we wholeheartedly acknowledge will literally follow us into machine gun fire! *Follow Toms patented VFCJ strategy! VFCJ = Volunteer For Crappy Jobs. That is, volunteer for the crummy little assignment nobody else wants, but will give you a chance to (1) be on your own, (2) express your creativity, and (3) make a noticeable mark when it turns out Wow. *VOLUNTEER! Lifes a maze, and you never know whats connected to what. (Six degrees of separation, and all that.) So volunteer for that

Community Center fund raising drive, even though youre busy as all get out. You might end up working side-by-side with the president of a big company whos looking for an enthusiast like you, or someone wealthy who might be interested in investing in the small business you dream of starting. *Join Toastmasters! You dont need to try and match Ronald Reagans speaking skills, but you do need to be able to speak your piece with comfort, confidence and authority. Organizations like Toastmasters can help enormously. *Dress for success! This one is old as the hills and I hate it!! But its true. FIRST IMPRESSIONS DO MATTER. (A lot!!!) *Follow the Gospel of Experience Marketing in all you do. The shrewdest

marketers today tell us that selling a product or service is not enough in a crowded marketplace for everything. Every interaction must be reframed as a Seriously Cool Experience. That includes the little 15-minute presentation you are giving to your 4 peers tomorrow. *Think of your resume as an Annual Report on Brand Me Inc. Its not about keeping your resume updated. It is about having a Super-cool Annual Report. (Tom Peters Inc 2004.) What are your stunning accomplishments that you can add to that Report each 6 months, or at the most annually? *Build a Great Team even if you are not boss. Best roster wins, right? So, work on your roster. Meet someone new at Church or your kids birthday party? Add them to your team (Team Tom); you never know when they might be able to assist you or give you ideas or support for something you are working on.

*She or he who has the Fattest & and Best-managed Rolodex wins. Your Rolodex is your most cherished possession! Have you added 3 names to it in the last 2 weeks? Have you renewed acquaintance (email, lunch, gym date) with 3 people in your Rolodex in the last month? MANAGE YOUR ROLODEX! *Start your own business! Sure thats radical. But people are doing itespecially womenby the millions. Let the idea percolate. Chat about it, perhaps, with pals. Start a file folder or three on things you Truly Care About that just might be the basis for Cool Self-employment. *Theres nothing cooler than an Angry Customer! The most loyal customers are ones who had a problem with us and then

marveled when we went the Extra Ten Miles to fix it! Business opportunity No. 1 = Irate customers converted into fans. So are you on the prowl for customer problems to fix? *All marketing is Relationship Marketing. In business, profit is a byproduct of bringing em back. Thus, systematic and intense and repeated Follow-up and After-sales Service and Scintillating New Hooks are of the utmost importance. *BRANDING aint just for Big Dudes. This may well be Business Mistake No. 1 the idea that branding is only for the likes of Coke and Sony and Nike. Baloney! Branding applies as much for the one-person accountancy run out of a spare bedroom as it does for

Procter & Gamble. *Credibility! In the end Character Matters Most. Does he/she give their word, and then stick to it come hell & high water? Can you rely on Her/Him in a pinch? Does she/he CARE? *Grace. Is it a pleasure to do business with you? Is it a pleasure to be a member of your team? Brand You Tool #3: Presentation Excellence The PresX56

Presentation Excellence 1. Total commitment to the Problem/Project/Outcome 2. A compelling Story line/Plot 3. Enough data to sink a tanker (98% in reserve) 4. Know the data from memory; ability to manipulate the data in your head 5. Great Stories/Illustrations/Vignettes 6. Superb political antennae (you must play the room like a Virtuoso and be hyper-attentive to the likes of Body Language) 7. By hook or by crook CONNECT 7A. CONNECT! CONNECT! CONNECT! 8. Punch line/Plot Outline/WOW/Surprise in first

one to two minutes Presentation Excellence 9. Once youve won stop pushing (dont rub it in) 10. Be in command but dont show off (if youre brilliant theyll figure it out for themselves) 11. Pay attention to the Senior Person present, but not too much (dont look like/act like/be a suck up) 12. Brief the hell out of your champions before the presentation; insist that they make changes/fine tune ... they must own the outcome before the fact! 13. Dont try to score off your detractors be

especially courteous to them (even if/especially if theyre jerks) 14. Adjust as you go: LET THE GROUP ARRIVE AT YOUR CONCLUSION! THEY MUST OWN IT (I knew that) IN THE END! Presentation Excellence 15. No more than THREE key points! Come at them in several different ways. 16. No more than ONE point per slide! 17. Slides: NO CLUTTER!!!!!!!!!!!!!!!!!!!!! (no wee print/ charts/graphs) 18. Slides: Good quotes from the field. (Remember youre telling a story)

19. Be aware of differing cognitive styles, especially M-F 20. There must be surprise some key facts that are not commonly known/are counter-intuitive (no reason to do the presentation in the first place if there are no Surprises) 21. Summarize the argument/story from time to time 22. Include an Action Agenda that involves some small items that will be started/accomplished in the next 72 HOURS (this ices commitment/practicality) Presentation Excellence 23. If you dont know something ADMIT IT! (this is actually a good thingas opposed to appearing as a know it all) 24. ASK FOR THE SALE! (Remember to be a closer)

25. This is War (a war for Hearts & Mind), but never forget that you are the Supplicant! 26. Data are imperative, but also play to Emotion. 27. Consider bringing along a customer (internal or perhaps external) for support 28. Be precisely clear where/when you intend to prototype and that the prototype guinea pig is lined up (better yet, do the first, at least partial, prototype before the presentation) 29. Compromise but dont yield! (Lost battles are normal, no matter how agonizing) 30. Assume that you may be cut off at any moment, and be prepared to give on the spot a compelling 30-second to one- minute (no longer!) Brilliant Summary including Sales Pitch

Presentation Excellence 31. Follow the Law of Recency: Make sure that you have been in the field with the key operating players more recently than anyone in the room 32. Make it clear that youve done a Staggering Amount of Homework, even though you are exhibiting but a tiny fraction allude to the tons of research that are available if desired by participants; offer deeper one-on-one briefings if desired 33. SMILE! RELAX (to a point) (fake it if necessary) (up tight is disastrous) (remember you are doing them a favor by sharing this Compelling Opportunity!) 34. EYE CONTACT!!!!!!!

35. Be shrewd: Override some interruptions; be attentive to others (distraction is okay and normal within limits!) 36. Becoming an Excellent Presenter is as tough as becoming a great baseball pitcher. THIS IS IMPORTANT and Presentation Excellence is never accidental! (Work your buns off!) Presentation Excellence 37. Practice but dont leave your game in the locker room. 38. Seek tips on how various participants play the [presentation] game 39. A Presentation is an Act (FDR: The President must be the nations number one actor) 40. Remember, the presentation is about Change RESISTANCE IS

NORMAL (in fact if theres little resistance then your Project is hardly a game changer) 41. Dress well. Dont over-dress. 42. Be early (obvious, but worth saying) 43. GET THE A/V RIGHT/PERFECT. 44. Dont bring a supporting horde a couple of back-ups is okay/enough 45. No matter how good you are youll have crappy days WEEP AND THEN GET BACK ON THE HORSE Presentation Excellence 46. Speak in Plain English keep the jargon to a minimum

47. Make your Personal Commitment clear as a bell! 48. Emphasize competitive advantage and timeliness (act now), without stooping to ridiculous war-like language (tear the heart out of the competition) (in audiences with heavy female component, if you are male, avoid repetitive football analogues) 49. Underscore the USP/Unique Selling Proposition 50. Emphasize the Positive 51. Sell Novelty yet fit with core values 52. Remember JFKs immortal words: The only reason to give a speech is to change the world Presentation Excellence

53. Say what you have to say Clearly and then Say It Again & Again from slightly different angles 54. Make it clear that you are a Man/Woman of Action and Execution Excellence is your First, Middle, and Last Name! 55. Energy! Enthusiasm! (dont know the answer to, If you aint got it how do you get it?) 56. Enjoy it! This is a Hoot! THE ULTIMATE TURN ON! Remember your Goal: Change the world! Brand You Tool #4:

Interviewing Excellence The IntX31 Interviewing Excellence 1. INTERVIEWING IS AN ART WORTH MASTERING! (Think Christiane Amanpour, Mike Wallace) 2. Dont overschedule2 or 3 in-depth interviews are a solid days work. (More than that is lunacy and will lead to shallow results.) 3. Save, if possible, the Big Guy/Gal until lastthat is, until you know what the hell youre doing! 4. Find a comfy/safe/neutral setting. THIS IS ALL IMPORTANT! (Worst case: You on the other side of his/her desk.)

5. Start with a little bit (LITTLE) of local small talk. But get some tips on the interviewee ahead of time; he may be one of the brusque ones who considers any small talk a waste of his Imperial Time. 6. DO YOUR DAMN HOME WORK! (On the interviewee, the subject matter.) 7. Concoct a LONG LIST of questions. (Youll only use 10% of it, but thats okay.) Interviewing Excellence 8. Prepare a SHORT LIST of questions you must get answered. 9. Begin by briefly reviewing your assignmentwhy youre here. 10. ALWAYS ASK FOR EXAMPLES! (When she says Customer Service is in good shape, you ask for specificshard data, recent

Customer Service successes (and failures). And: PRECISELY WHO YOU CAN FOLLOW UP WITH TO GET MORE DETAIL. 11. STORIES! STORIES! STORIES! (You are in the Story Collection Business.) 12. Dress well. DONT OVERDRESS. (Look like they look, more or less; perhaps a touch more formalthis is a Serious Affair you are engaging in.) 13. Assume youll never get another chance to talk to this person. 14. Be personable, but more or less match the interviewees style. (THIS IS HARD WORK!) 15. THINK SMALL! Please walk me in great detail through the [complaint resolution] process. Here, lets diagram it.

Interviewing Excellence 16. For Gods sake, get to the Front Line! (The devil is in the details, and the details are to be found on the loading dock at 3a.m.) (YES 3A.M.) 17. Dont quit until you understand. THE INTERVIEWEE ALWAYS TALKS IN SHORTHANDusing the jargon of the Corporate Culture. Youve got to crack the code. (THIS IS ABOUT THE HARDEST THING TO DO, ESPECIALLY IF YOU ARE YOUNG AND UNCERTAIN: Tell yourself you are here to ask Dumb Questionsthis is not a job interview. Again, think Mike Wallace: So did you in fact murder Mrs. Smith?) 18. Ignore generalizations! YOU ARE HERE IN SEARCH OF SPECIFICS!!!

19. CONTEXT! Get the corporate culturee.g. Shell is not ExxonMobil! Find out (from a set of interviewees) Core Values (in theory and in practice). Interviewing Excellence 20. Engage the Interviewee! GET HER TO DO SOME OF THE WORK! E.g., write out her view of the Ten Key Operative Core Valuesor some such. 20A. ENGAGE! ENGAGE! ENGAGE! 21. You must come across as trustworthy. YOU ARE A DUMBO HERE TO LEARNNOT AN FBI AGENT IN DISGUISE. 22. Take me through yesterday. Get past the theoretical crap. Give me in excruciating detail an average day: YESTERDAY! (One

hour/meeting at a time.) 23. If youre comfortable, lets go over your Calendar for the last month, so I can understand the flow of things. (Remember TPs Rule #1: YOU = YOUR CALENDAR.) 24. DONT LET YOUR NOTES AGE!! Immediately after the interview set aside some time to do a stream of consciousness recap. And to clean up the obscure scrawl on your notes. Interviewing Excellence 25. Ask the interview if you can get back to her by phone tomorrow to fill in holes that your tin ear missed. NO MORE THAN TEN MINUTES. 26. LEARNING! Tag along with great interviewers in your organization. (I made three PBS films with a Director who had been

Mike Wallaces director at 60 Minutesoh my God, how much I learnedor, rather, how little I learned: He could drag stuff out of people that you couldnt believe. (Secret: Im just a dumb old fart trying to figure out what goes on here. HELP ME. PLEASE.) 27. Work on your Level of Dis-satisfaction: BE MAD AS HELL WHEN YOU SPENT 1.5 HOURS ON AN INTERVIEW WITHOUT REVALATIONS! 28. No, youre not FBIBUT YOU ARE HERE TO FERRET OUT THE NON-OBVIOUS. So: Keep Digging! (Think Woodward & Bernstein.) Interviewing Excellence 29. Repeat: INTERVIEWING IS A CRUCIALLY IMPORTANT ART. Study it! Work on it! Its no different than golf or underwater basketweaving. The more & harder you work, the better you get.

30. Yes, we need facts (e.g., stories), but remember always: INTERVIEWS ARE PURE & SIMPLE ABOUT EMOTIONAL INTERACTION! 31. Tom Wrap-up Note: FEW THINGS IN LIFE PISS ME OFF MORE THAN GOING THROUGH SOMEONES INTERVIEW NOTES AND FINDING A DEARTH OF SOLID EVIDENCEexamples, stories, detailed process maps, etc. (I BLOODY HATE Generalizations!) (Think doctors office: Come hell & high water they start with weight, blood pressure, pulse.) EXCELLENCE. BEDROCK. TALENT.

Hire very good people! INVITE THEM TO JOIN US IN A JOURNEY TO EXCELLENCE! EMPHASIZ E THE SOFT

SKILLS. A Few Lessons from the Arts Each hired and developed and evaluated in unique ways (23 contributors = 23 unique contributions = 23 pathways = 23 personalities = 23 sets of motivators) Attitude/Enthusiasm/Energy paramount Re-lent-less! Practice is cool (G Leonard/Mastery) Team and individual Aspire to EXCELLENCE = Obvious Ex-e-cu-tion

Talent = Brand = Duh The Project rules Emotional language Bit players. No. B.I.W. B.I.W (everything) Delta events = Delta rosters (incl leader/s) Diversity = profit Build on strengths

SO YOURE A PEOPLE PERSON? PROVE IT. Do TALENT! LIVE FOR TALENT! Internal

brand promise! Words Matter. Brand = Talent. Re-imagine People Power:

The Talent50 The Talent50 1. 2. 3. People first! Soft is Hard. FUNDAMENTAL PREMISE: We are in an Age of Talent/ Creativity/Intellectualcapital Added. 4. Talent excellence in every part of the

organization. 5. P.O.T./Pursuit Of Talent = Obsession. 6. HR sits at The Head Table. 7. HR is cool. The Talent50 8. Re-name HR. (Talent Department, Center of Talent Excellence) 9. Theres an HR Strategy 10. There is a FORMAL Recruitment Strategy. 11. There is a FORMAL Leadership Development Strategy.

12. There is a world class Leadership Development Center. 13. There is a FORMAL-STRATEGIC HR Review Process. 14. The Top100, and every units Top10, are consciously managed. The Talent50 15. People/Talent Reviews are the FIRST reviews. 16. HR Strategy = Business Strategy. 17. Make it a Cause Worth Signing Up For..

18. Set Sky High Standards. 19. Enlist everyone in Challenge Century21. 20. Pursue the Best! 21. Up or Out. 22. Ensure that the Review Process has INTEGRITY. 23. Pay! The Talent50 24. Training I: Train! Train! Train! 25. TII: 100% business people.

26. TIII: 100% Leaders. 27. TIV: Boss as Trainer-in-Chief. 28. Open Communication I: NO BARRIERS. 29. Open Communication II: Share Information. (ALL!) 30. Respect! 31. INTEGRITY! 32. Treat the Whole Individual. The Talent50 33.

34. 35. 36. Places of grace. MBWA: The Rudy Rule. Thank You! Promote for people skills. (ALL ELSE IS SECONDARY.) 37. Honor youth. 38. Early leadership assignments. 39. Fast Tracking is the norm. 40. Create a System of Mentoring.

The Talent50 41. Diversity! 42. Diversity starts on the Board of Directors. 43. WOMEN RULE. 44. Weird Wins. 45. We are all unique. 46. Bosses win people over. 47. GOAL: Adventures of Mutual Discovery. 48. Foster Independence.

49. Enthusiasm! Talent = Brand. 50. EXCELLENCE. AWOL. THE SCHOOLS FIASCO. MBA.

15 Leading Biz Schools Design/Core: 0 Design Design/Elective: 1 Creativity/Core: 0 Creativity/Elective: 4 Innovation/Core: 0 Innovation

Innovation/Elective: 6 Source: DMI/Summer 2002/Research by Thomas Lockwood M.I.A.*: Talk. (Present.) Listen. (Interview.) Sell. (Life = Sales.) Do. (ExecutionImplementation.) Talent. (Recruit-Develop-Retain.) Project Management. (Create. Solicit support. Execution. Adoption-Client Culture Change.) Product. (It.) Innovation. (Design. Creativity. Buzz-building. Politics.) Leadership. (USMA, etc.) E.Q. (Connect.) Culture Change. (Lasting impact.) Diversity. (Crosscultural Effectiveness.) Career Creation.

(Brand You life-lifestyle.) Wellness. (Life.) *B.Schools (M.I.A. or at most B.I.A.barely in action) TPS EDUCATION MANIFESTO RD FOR THE 3 MILLENEUM Education3M Learning is a normal state. Children are learnavores.

Prodigious feats of learning are common as dirt. [Watch an H.S. QB studying game film.] We learn at different rates. We learn in different ways. Boys and girls learn [very] differently. In a class of 25, there are 25 different trajectories. Learning in 40-minutes blocks is bullshit. Learning for tests is utterly insane. There are numerous rigorous evaluation schemes, of which testing is but oneand abnormal, by real world standards.

Education3M We learn most/fastest/most completely when we are passionate about what we are learning and it matters to us. [Salience rules!] Think EBI/LBI: Education by Interest/Learning by Internship. Classrooms are abnormal places. We need changes of pace. [e.g., Japanese recesses after each class.] International test scores are not correlated with hours-per-year in class. Big classes are slightly problematic. Big

schools suck. Period. Education3M All thisthe right stufffits the NWW/New World of Work hand-in-glove. [NWW = Age of Creativity.] U.S. schools circa 2001 are a vestige of the Prussian-Fordist model, more interested in shaping behavior than stoking the fires of lifelong learning. Cutting art-music budgets is truly dumb. Learning is a matter of Intensity of Engagement, not elapsed time. [Aargh: 11 minutes on the Battle of Gettysburg.]

Teachers need enough space-time-flexibility to get to know kids as individuals. Scientific discovery processes and the teaching of science are utterly at odds. [Exploration vs. spoonfeeding.] Education3M Our toughest learning achievement mastering our native languagedoes not require schools, or even competent parents. [It does require a desperate need-to-know.] Great teachers are great learners, not imparters-of-knowledge.

Great teachers ask great questions that launch kids on lifelong quests. The world is not about right & wrong answers; it is about the pursuit of increasingly sophisticated questions just ask a ski instructor or neurosurgeon. Education3M Most schools spend most of their time setting up contexts in which kids learn not to like particular subjects. [Evidence shows that such anti-learning sticks!]

Vigorous exploration is normal until you are incarcerated in a school. Bite size education-learning is neither education nor learning. Learning takes place rapidly on the cheerleading squad, the football team, the school newspaper, the drama club, at the after-class job--just not in the hyper-structured classroom. Education3M The school reform movement is a giant step

backwards embracing the Prussian-Fordist paradigm with renewed vigorat exactly the wrong time. There are large numbers of superb schools, superb principals, superb teachers; sadly, they not only fail to infect the [largely timid] rest, but are ordinarily supplanted by wusses & wimps. Alas, the teaching profession does not ordinarily attract cool dudes & dudettes. Schools of education should by and large have their charters revoked. Education3M

Education must develop in youth the capabilities for engaging in intense concentrated involvement in an activity. [James Coleman, 1974.] [Hint: It doesnt.] [Hint: Understatement.] Stability is dead; education must therefore educate for an unknowable, ambiguous, changing future; thence, learning to learn & change is far more important than mastery of a static body of facts. [Was the War of the Roses really over roses? (1) I dont remember. (2) Not

remembering has not been a handicap.] Education3M I never took a speech course. Hemmingway couldnt spell. Etc. Etc. Etc. To the NAESP* *National Association of Elementary School Principals

Attributes of Those Who Made the 10th Grade History Book Committed! Determined to make a difference! Focused! Passionate! Irrational about their lifes project! Ahead of their time / Paradigm busters! Impatient! / Action Obsessed Attributes of Those Who Made the 10th Grade History Book

Made lots of people mad! Flouted the chain of command! Creative / Quirky / Peculiar! / Rebels! / Irreverent! Masters of improv / Thrive on chaos / Exploit chaos! Attributes of Those Who Made the 10th Grade History Book

Bone honest! Flawed as the dickens! In touch with their followers aspirations Damn good at what they do! Attributes of Those Who Made the 10th Grade History Book Forgiveness > Permission Bone honest! Flawed as the dickens! In touch with their

followers aspirations Damn good at what they do! Attributes of Those Who Made the 10th Grade History Book Forgiveness > Permission Bone honest! Flawed as the dickens! In touch with their followers aspirations Damn good at what they do!

EXCELLENCE. BEDROCK. TALENT PLUS. HEALTH. Attributes of Those Who Made the 10th Grade History Book Forgiveness > Permission Bone honest! Flawed as the dickens! In touch with their followers aspirations

Damn good at what they do! Quality! DSS! Prevention! Wellness! Chronic care! Elder care! Convenient care! Childhood obesity! H5N1! Attributes of Those Who Made the 10th Grade

History Book Forgiveness > Permission Bone honest! Flawed as the dickens! In touch with their followers aspirations Damn good at what they do! Sexy Cures vs Quality/Safety Surgeons vs Family Practice Physicians/CIOs Fixing vs Preventing

Healthcare vs Health Tom/$53K vs 1,000 Africans [Stanford?] vs Griffin/Planetree SF Internist vs Tom/Canyon Ranch Attributes of Those Who Made the 10th Grade History Book Forgiveness > Permission Bone honest! Flawed as the dickens! In touch with their

followers aspirations Damn good at what they do! PLANETREE/ PLANETREE ALLIANCE: A DIFFERENT MODEL Attributes of Those Who Made the 10th Grade History Book Forgiveness > Permission

Bone honest! Flawed as the dickens! In touch with their followers aspirations Damn good at what they do! The 9 Planetree Practices 1. The Importance of Human Interaction 2. Informing and Empowering Diverse Populations: Consumer Health Libraries and Patient Information 3. Healing Partnerships: The importance of Including Friends and Family 4. Nutrition: The Nurturing Aspect of Food

5. Spirituality: Inner Resources for Healing 6. Human Touch: The Essentials of Communicating Caring Through Massage 7. Healing Arts: Nutrition for the Soul 8. Integrating Complementary and Alternative Practices into Conventional Care 9. Healing Environments: Architecture and Design Conducive to Health Source: Putting Patients First, Susan Frampton, Laura Gilpin, Patrick Charmel Attributes of Those Who Made the 10th Grade History Book

Forgiveness > Permission Bone honest! Flawed as the dickens! In touch with their followers aspirations Damn good at what they do! EXCELLENCE. BEDROCK. LEADERSHIP. L23. 7Es. 9Ps. 12Ps.

EXCELLENCE. THE LEADERSHIP23. Leadership23/ML 1. 2. 3. 4. 5. 6. 7. 8.

Enthusiasm. Energy. Exuberance. Action. Execution. Tempo. Metabolism. Relentless. Master of Plan B. Accountability. Meritocracy. Leaders do people. Mentor. (Success creation business.) 9. Women. Diversity. 10. Integrity. Credibility. Humanity. Grace. 11. Realism. 12. Cause. Adventures. Quests.

Attributes of Those Who Made the 10th Grade History Book Forgiveness > Permission Bone honest! Flawed as the dickens! In touch with their followers aspirations Damn good at what they do! Leadership23/ML 13.

14. 15. Legacy. Best story wins. On the edge. (Wildest chimera of a moonstruck mind.) 16. Reward excellent failures. Punish mediocre successes. 17. Different > Better. (Only ones who do what we do.) 18. MBWA. Customer MBWA. 19. Laughs.

20. Repot. Curiosity. Why? 21. You = Calendar. To Dont. Two. 22. Excellence. Always. 23. Nelsonian! (Other admirals more afraid of losing than anxious to win.) The 7Es Exuberance! Energy! Empathy! Engagement!

Empowerment! Execution! Excellence! Attributes of Those Who Made the 10th Grade History Book Forgiveness > Permission Bone honest! Flawed as the dickens! In touch with their followers aspirations Damn good at what they do!

EXCELLENCE. BEDROCK. LEADERSHIP. 9 Ps. PURPOSE. PASSION. Potential. Presence. Personal. PERSISTENCE. PEOPLE.

Potent. Positive. Attributes of Those Who Made the 10th Grade History Book Forgiveness > Permission Bone honest! Flawed as the dickens! In touch with their followers aspirations Damn good at what they do!

EXCELLENCE. BEDROCK. LEADERSHIP. 12 Ps. Tom Peters/04.18.2007 PURPOSE. PASSION. Potential. Presence. Personal. pissed off. Playful.

PERSISTENCE. PEOPLE. Peculiar. Potent. Positive. Attributes of Those Who Made the 10th Grade History Book Forgiveness > Permission Bone honest! Flawed as the dickens! In touch with their

followers aspirations Damn good at what they do! PURPOSE. PASSION. Potential. Presence. Personal. pissed off. Playful. PERSISTENCE. PEOPLE. Peculiar.

Potent. Positive. The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it. Michelangelo

Kevin Roberts Credo 1. Ready. Fire! Aim. 2. 3. 4. 5. 6. 7. 8. 9. If it aint broke ... Break it!

Hire crazies. Ask dumb questions. Pursue failure. Lead, follow ... or get out of the way! Spread confusion. Ditch your office. Read odd stuff. 10. Avoid moderation! Attributes of Those Who Made the 10th Grade

History Book Forgiveness > Permission Bone honest! Flawed as the dickens! In touch with their followers aspirations Damn good at what they do! The Re-imagineers Credo or, Pity the Poor Brown* Technicolor Times

demand Technicolor Leaders and Boards who recruit Technicolor People who are then sent on Technicolor Quests to execute Technicolor (WOW!) Projects in partnership with Technicolor Customers and Technicolor Suppliers all in pursuit of Technicolor Goals and Aspirations fit for Technicolor Times. *WSC Attributes of Those Who Made the 10th Grade

History Book Forgiveness > Permission Bone honest! Flawed as the dickens! In touch with their followers aspirations Damn good at what they do! PURPOSE. PASSION. Potential. Presence.

Personal. pissed off. Playful. PERSISTENCE. PEOPLE. Peculiar. Potent. Positive. Leaderships 13 P: th

Promotion PURPOSE. PASSION. Potential. Presence. Personal. pissed off. Playful. PERSISTENCE. PEOPLE. Peculiar. Potent.

Positive. Excellence can be obtained if you: ... care more than others think is wise; ... risk more than others think is safe; ... dream more than others think is practical; ... expect more than others think is possible. Source: Anon. (Posted @ tompeters.com by K.Sriram, November 27, 2006 1:17 AM) Hire Great People

(Resilient, Passionate) Try a Lot of Stuff (S.A.V./R.F.A.) aCCEPT NO LESS THAN EXCELLENCE/PURSUE Wow! enjoy It While It Lasts EXCELLE ALWAYS. End.

PART ONE.

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