Astounding quality Fun to choose (Buy FAR more than intended) Genius merchandising Use of color Attitude Knowledgeable
Parking Checkout Reeks of distinction/DD Clean (Eat off the floor/the food) 7X. 730A800P.
F12A.* *93-03/10 yr annual return: CB: 29%; WM: 17%; HD: 16%. Mkt Cap: 48% p.a. Cirque du Soleil! Every time we come to a
comfort zone, we will find a way out. No Cloning. Reinvent the brand with each new show. A typical day at the office for me begins by asking, What is impossible that I am going
to do today? Daniel Lamarre, president, Cirque du Soleil Summary:
WallopWal*Mart1 6* *Or: Why its so unbelievably 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 niche business and lukewarm customers.) *Dramatically on! (Instead steal
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, BIGGIES ON EMOTION/CONNECTION!!)
Vendors. (BEAT THE PSF! Donnellys Weatherstri
p Service Weymouth MA You do not merely want to be the best of the best. You want
to be considered the only ones who do what you do. Jerry Garcia Doug Hall:
Dramatic difference This is an essay about what it takes to create and sell something remarkable. It is a plea for originality, passion, guts and daring. You cant be remarkable by following someone else whos remarkable. One way to figure out a theory is to look at whats working in the real world and
determine what the successes have in common. But what could the Four Seasons and Motel 6 possibly have in common? Or Neiman-Marcus and Wal*Mart? Or Nokia (bringing out new hardware every 30 days or so) and Nintendo (marketing the same Game Boy 14 years in a row)? Its like trying The thing that all these companies
have in common is that they have nothing in common. They to drive looking in the rearview mirror. are outliers. Theyre on the fringes. Superfast or superslow. Very exclusive or very cheap. Extremely big or extremely small. The reason its so hard to follow the leader is this: The leader is the leader precisely because he did
something remarkable. And that remarkable thing is now takenso its no longer remarkable when you decide to do it. Seth Godin, Fast Company/ 02.2003 Up, Up,
Up, Up the Value-added Ladder. Experience!
Experience: Rebel Lifestyle! What we sell is the ability for a 43-year-old accountant to dress in black leather, ride
through small towns and have people be afraid of him. Harley exec, quoted in Results-Based Leadership Q: Why did you buy Jordans Furniture?
A: Jordans is spectacular. Its all showmanship. Warren Buffet Source:
interview/ Boston Sunday Globe/12.05.2004 The Value-added Ladder/Memorable Connection Spellbinding Experiences
Services Goods Raw Materials One companys answer: CXO*
Dream! 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
The Value-added Ladder/Emotion Dreams Come True Spellbinding Experiences Services Goods
Raw Materials The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed
wishes and needs of our guests. from the Ritz-Carlton Credo C DM*
Design! We dont have a good language to talk about this kind of thing. In most peoples vocabularies, design means veneer. But to me, nothing
could be further from the meaning Design is the fundamental soul of a man-made creation.
of design. Steve Jobs Flower Power!
Love! Brands have run out
of juice. Theyre dead. Kevin Roberts/Saatchi & Saatchi
Kevin Roberts: Lovema rks! Tattoo Brand: What % of users would tattoo
the brand name on their body? Top 10 Tattoo Brands* Harley . 18.9% Disney .... 14.8 Coke . 7.7
*BRANDsense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, Martin Lindstrom Lovemark Dreams Come True Spellbinding Experiences Services
Goods Raw Materials C L
O* *Chief Lovemark Officer Up, Up,
Up, Up the Value-added Ladder. Women!
Women are the majority market
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. Womens Market = Opportunity No. 1. 8. Men are (STILL) in charge. 9. MEN ARE TOTALLY, HOPELESSLY
Acela Express. Operates in the Northeast Corridor between Washington and Boston (since 2000) Top speed of 150 mph on a portion of its route. Last year Acela Express carried over 3 million passengers. High speed rail today in the U.S....
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Empowered people means we have the freedom to act and think in ways that we feel will get the job done. ... NY USA. Factory and Bottling Plant. Storage Location Raw Materials . SL__ ... (Including Sam's club) 850 Cherry...
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