excellence. always. american gem society/breaking barriers tom peters/28april2006/orlando
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EXCELLENCE.
ALWAYS.American Gem Society/Breaking Barriers
Tom Peters/28April2006/Orlando
Slides at …
tompeters.com
EXCELLENCE.
MANHOLE COVER
MADNESS.
Chicagoland’s
Mystery Disappearances …
EXCELLENCE. THE
MANDATE.
“If you don’t like change,
you’re going to like irrelevance even less.” —General Eric
Shinseki, Chief of Staff. U. S. Army
“It is not the strongest of the
species that survives, nor the most intelligent, but the one most
responsive to change.” —Charles Darwin
EXCELLENCE. THE WORD.
Synonyms
PurityTranscendence
VirtueEleganceMajesty
Antonyms
Mediocrity
EXCELLENCE.
GAMECHANGER.
Excellence1982: The Bedrock “Eight Basics”
1. A Bias for Action2. Close to the Customer3. Autonomy and Entrepreneurship4. Productivity Through People5. Hands On, Value-Driven6. Stick to the Knitting7. Simple Form, Lean Staff8. Simultaneous Loose-Tight Properties”
The World of In Search of Excellence:
People. Emotion. Engagement. Exuberance. Action-Execution. Empowerment. Independence. Initiative. Imagination. Great
Stories. Incredible Adventures. Trust. Caring. Fun. Joy.
Customer-centrism. Profit. Growth. “Brand You.” “Dramatic Differences.” Experiences that Make You “Gasp.” Excellence.
Always.
ExIn*: 1982-2002/Forbes.com
DJIA: $10,000 yields $85,000 EI: $10,000 yields $140,050
*Excellence Index /Basket of 32 publicly traded stocks
EXCELLENCE.
WANTING.
Radio City Music HallSeptember 2005
Franchise Lost!
TP: “How many of you [600] really
crave a new Chevy?”
NYC/IIR/061205
This is not a “mature
category.”
This is an “undistinguishe
d category.”
EXCELLENCE.
DOABLE.
Summary:
WallopWal*Mart16*
*Or: Why it’s 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 “mini-Wal*Mart.)
*Never attack the monsters head on! (Instead steal niche business and lukewarm customers.)
*“Dramatically Different” (La Difference ... within our
community, our industry regionally, etc … is as obvious as the end of one’s nose!) (THIS IS WHERE MOST MIDGETS COME UP SHORT.)
*Compete on value/experience/intimacy, not price. (You ain’t 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!!)
$798
$415/SqFt/Wal*Mart$798/SqFt/Whole
Foods
EXCELLENCE!
ALWAYS!
$798
7X. 730A-800P.
F12A.**’93-’03/10 yr annual return: CB: 29%; WM: 17%; HD: 16%. Mkt Cap: 48% p.a.
“It’s simple, really, Tom. Hire for s,
and, above all, promote for s.”
—Starbucks middle manager/field
#1/100
“Best Companies to
Work for”/2005
Wegmans
EXCELLENCE.
#1T.
Donnelly’s Weatherstrip
Service
Weymouth MA
Cirque du Soleil!
EXCELLENCE.
OPPORTUNITY.
“Women are the
majority market”
—Fara Warner/The Power of the Purse
The Perfect Answer
Jill and Jack buy slacks in black…
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. Women’s Market = Opportunity No. 1.8. Men are (STILL) in charge.9. MEN ARE … TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN.10. Women’s Market = Opportunity No. 1.
10. Women’s Market =
Opportunity No. 1.
“Women don’t buy
brands. They join them.”
EVEolution
2.6 vs. 21
EXCELLENCE.
AARGH.
6/44
P&G
EXCELLENCE.
FOUND.
“To be a leader in consumer
products, it’s critical to have
leaders who represent the population we
serve.” —Steve Reinemund/PepsiCo
EXCELLENCE.
OPPORTUNITY.
10.6
EXCELLENCE.
OPPORTUNITY.
2000-2010 Stats
18-44: -1%
55+: +21%(55-64: +47%)
44-65: “New Customer Majority” *
*45% larger than 18-43; 60% larger by 2010Source: Ageless Marketing, David Wolfe & Robert Snyder
“Baby-boomer Women: The Sweetest of
Sweet Spots for Marketers” —David Wolfe and
Robert Snyder, Ageless Marketing
EXCELLENCE.
OPPORTUNITY.
Fastest growing demographic:
Single-person Households (>50% in London, Stockholm, etc)
Source: Richard Scase
EXCELLENCE.
OPPORTUNITY.
Women.Women business owners.
Boomers-Geezers.Single-adults (Urban)
EXCELLENCE.
VALUE ADDED.
$55B
EXCELLENCE.
UP THE LADDER.
Huge: Customer Satisfaction versus
Customer
Success
The Value-added Ladder/Opportunity-seeking
Gamechanging Solutions
ServicesGoods
Raw Materials
EXCELLENCE.
EXPERIENCE IT.
“Experiences are as distinct
from services as services are from
goods.” —Joe Pine & Jim Gilmore, The Experience Economy:
Work Is Theatre & Every Business a Stage
“Club Med is more than just a ‘resort’; it’s a means of rediscovering oneself, of inventing an
entirely new ‘me.’ ”
Source: Jean-Marie Dru, Disruption
“The [Starbucks] Fix” Is on …
“We have identified a
‘third place.’ And I
really believe that sets us apart. The third place is that place that’s not work or home. It’s the place our customers
come for refuge.”
Nancy Orsolini, District Manager
Warren Goes Shopping …
Q: “Why did you buy Jordan’s Furniture?”A: “Jordan’s is spectacular. It’s all showmanship.”
Source: Warren Buffet /interview/Boston Sunday Globe
EXCELLENCE.
UP THE LADDER.
The Value-added Ladder/Memorable Connection
Spellbinding Experiences
Gamechanging SolutionsServicesGoods
Raw Materials
CXO**Chief eXperience Officer
EXCELLENCE.
BONUS.
Flower Power!
EXCELLENCE.
DREAM IT.
DREAM: “A dream is a complete moment in the life
of a client. Important experiences that tempt the client to commit substantial resources. The essence of
the desires of the consumer. The opportunity to help
clients become what they want to be.”
—Gian Luigi Longinotti-Buitoni
EXCELLENCE.
UP THE LADDER.
The Value-added Ladder/Emotion
Dreams Come True
Spellbinding Experiences Gamechanging Solutions
ServicesGoods
Raw Materials
CDM*
*Chief Dream Merchant
EXCELLENCE. THE STORY.
“Storytelling
is the core of culture.”
—Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld, James Twitchell
Market Power = Story Power
= Dream Power
CSTO*
*Chief Storytelling Officer
EXCELLENCE.
ALWAYS.
. “Everyone lives by selling
something.”
– Robert Louis Stevenson
SellSellSell
CRO*
*Chief Revenue Officer
EXCELLENCE.
BEDROCK.
Brand =
Talent.
“We are a ‘Life
Success’ Company’
Dave Liniger, founder, RE/MAX
Health:Century21.Job # 1
Quality!Prevention!Wellness!
Chronic Care!
Childhood Obesity!H5N1!
Childhood Obesity > Terrorism
Source: Mike Levitt
EXCELLENCE.
BEDROCK.
“You must
be the
change you wish to see in the
world.”Gandhi
25
EXCELLENCE.
STRETCH.
The greatest dangerfor most of us
is not that our aim istoo high
and we miss it,but that it is
too lowand we reach it.
Michelangelo
“Beware of the tyranny of making
Small Changes to Small
Things. Rather,
make Big Changes
to Big Things.”
—Roger Enrico, former Chairman, PepsiCo
“Reward excellent failures.
Punish mediocre
successes.”Phil Daniels, Sydney exec
EXCELLENCE.
WOW.
Synonyms
PurityTranscendence
VirtueEleganceMajesty
Antonyms
Mediocrity
Radically Thrilling Language!
“Radically Thrilling.”
—BMW Z4 (ad)
CWO*
*Chief WOW Officer
EXCELLENCE. WOW. NOW.
“It’s always
showtime.”
—David D’Alessandro, Career Warfare
EXCELLE ALWAYS.
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