The Challenge: To Create More Value in All Negotiations

The Challenge: To Create More Value in All Negotiations

Tom Peters Excellence2006: The Relentless Pursuit of Dramatic Difference! Las Vegas/30 March 2006

Slides* at tompeters.com *Also, Long The Generals

Story. (And Darwins) If you dont like change, youre 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

My Story. In Toms world, its always better to try a swan dive and deliver a

colossal belly flop than to step timidly off the board while holding your nose. Fast Company /October2003 Point

of Whadda World! New Economy?! Sergey +

Larry > Harvard Path etic! I am often asked by would-be

entrepreneurs seeking escape from life within huge corporate structures, How do I build a small firm for myself? The Buy a very large one and just wait.

answer seems obvious: Paul Ormerod, Why Most Things Fail: Evolution, Extinction and Economics Tragic

! Franchise Lost! TP: How many of

you [600] really crave

a new Chevy? All too Commo n!

This is not a mature category. undist

inguish ed When we did it right it was still pretty ordinary.

Barry Gibbons on Nightmare No. 1 Different or Die!!

$798 $415/SqFt/Wal*Mart $798/SqFt/Whole Foods Whole Foods Astounding selection

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

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 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

CLUELESS ABOUT WOMEN. 10. Womens Market = Opportunity No. 1. 10. Womens Market = Opportunity

Boomers & Geezers! 2000-2010 Stats 18-44: -1%

55+: +21% (55-64: +47%) 44-65: New Customer Majority * *45% larger than 18-43; 60% larger by 2010

Source: Ageless Marketing, David Wolfe & Robert Snyder Talent! Brand = Talent.

Leaders do people. Period.

Anon. Hire very good people! We believe companies can increase their market cap

50 percent in 3 years. Steve Macadam at Georgia- changed 20 of his 40 box plant managers to put more talented, higher paid managers in charge. He increased profitability from $25 million to $80

million in 2 years. Ed Michaels, War for Talent Pacific No Excuses! Wegmans:

#1 100 Best Companies to Work for 84%: Grocery stores are all alike 46%: additional spend if customers have an emotional connection to a grocery store rather than are satisfied (Gallup)

Going to Wegmans is not just shopping, its an event. Christopher Hoyt, grocery consultant You cannot separate their strategy as a retailer from their strategy as an employer. Darrell Rigby, Bain & Co.

Leadership! Create a Cause! 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 , trust. Howard Schultz, Starbucks (IBD/09.05)

Make It a Grand Adventure! Organizing Genius / Warren Bennis and Patricia Ward Biederman

Groups become great only when everyone in them, leaders and members alike, is free to do his or her absolute best. The best thing a leader can do for a

Great Group is to allow its members to discover their greatness. We are a Life

Success Company founder, RE/MAX The role of the Director is to create a space where the

actor or actress can become more than theyve ever been before, more than theyve dreamed of being. Robert Altman, Oscar acceptance

Put Women in Charge! AS LEADERS, WOMEN

RULE: New Studies find that female managers outshine their male counterparts in almost every measure Title, Special Report/BusinessWeek

To be a leader in consumer products, its critical to have leaders who represent the

population we serve. Steve Reinemund/PepsiCo Dispense Enthusiasm!

Nothing is so contagious as enthusiasm. Samuel Taylor Coleridge A man without a smiling face must

not open a shop. Chinese Proverb* *Courtesy Tom Morris, The Art of Achievement Keep It Simple!

Sir Richards Rules: Follow your passions. Keep it simple. Get the best people to help you.

Re-create yourself. Play. Source: Fortune on Branson Avoid Moderation!

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! Avoid Moderation! 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

No Less Than Excellence. Ever. Gaspworthy!

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