Chief Branding Officer

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					        Tom Peters’


EXCELLENCE.
  ALWAYS.
 XAlways/Austin/07 September 2006
   Slides* at …


tompeters.com
    *also “LONG”
That’s a   Big
   Number ….
   THREE
BILLION NEW
CAPITALISTS
   —Clyde Prestowitz
“There is no job that
is America’s God-given
    right anymore.”
     —Carly Fiorina/HP/January2004
“Deutsche Bank Moves Half of Its
   Back-office Jobs to India”/

       (500
 headline/FT/0327

   of 900
  Research)
EXCELLENCE.
 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
  “Forbes100” from 1917 to 1987: 39
members of the Class of ‟17 were alive
   in ‟87; 18 in ‟87 F100; 18 F100
      “survivors” significantly
    underperformed the market;
           just    2
                  (2%), GE & Kodak,
           outperformed the market from
                   1917 to 1987.
S&P 500 from 1957 to 1997:      74 members of the Class of ‟57 were alive in
    ‟97;   12 (2.4%) of 500 outperformed the market from 1957 to 1997.
    Source: Dick Foster & Sarah Kaplan, Creative Destruction:
  Why Companies That Are Built to Last Underperform the Market
“It is generally much
   easier to kill an
  organization than
       change it
   substantially.”
     —Kevin Kelly, Out of Control
(Practical)   Implication?
 “Go for it!” (Why not—
      alternative is slow death, at best)
C.E.O.
  to



C.D.O.
  “The Silicon Valley of
 today is built less atop
   the spires of earlier
triumphs than upon the
     rubble of earlier
   debacles.” —Newsweek/Paul Saffo
                          TP#1*:



 Netscape!
  *Where would you rather have worked for those 5 years, Netscape
  or IBM-HP-Microsoft-Oracle? (Where, 25 years from now, would you
rather to be able to tell someone—e.g., grandchild—that you worked?)
  “Wealth in this new regime
flows directly from innovation,
   not optimization. That is,
    wealth is not gained by
perfecting the known, but by
 imperfectly seizing the
 unknown.” —Kevin Kelly, New Rules for
             the New Economy
   New Economy?!




  Sergey +
   Larry >
Harvard/370
EXCELLENCE.
 STARTERS.
 HORRORS.
          Franchise Lost!


TP:   “How many of you really
                            [600]




      crave
         a new Chevy?”
“Ford, GM and Chrysler do
    not just make cars
expensively … they make
bad cars expensively.”                       —Investec

    analyst, International Herald, 0805.06
    Sluggish + Obese +
  Unimaginative + More
 Sluggish + More Obese +
More Unimaginative + Even
More Sluggish + Even More
    Obese + Even More
 Unimaginative = NISSAN +
RENAULT + GM = Innovative
Challenger for Toyota????
     Oh, Great …



Ford: Airplane guy.
    GM: CFO.
Small cars HQ: LA. Big cars HQ: Dallas.
        Corporate HQ: Atlanta.
 CEO: Roger Enrico or Lou Gerstner or
  Meg Whitman. COO: Bob Nardelli.
  Chairman: George Steinbrenner or
    Jack Welch or Ross Perot. Vice-
   chairman & CFO: Warren Buffett.
Chief Marketing Officer: Brenda Barnes.
  Chief Branding Officer: Phil Knight
(or Howard Schultz). Chief Innovation
  Officer: Steve Jobs or Jeff Immelt.
  Chief/Supply Chain: Raid Wal*Mart
    or CostCo or Dell. Chief/Dealer
        Relations: Carl Sewell.
EXCELLENCE.
 STARTERS.
  BASICS.
 Did one of ’em ever turn to
 the other and say: “Wow, I
wonder what unimaginable
 new tools, otherwise not
 possible, will be brought
  forth for my daughter
  Alice, age 17, because
       of this deal?”
  People.
  Product.
  Clients.
 Execution.
Enthusiasm.
Excellence.
  People.
  Product.
  Clients.
 Execution.
Enthusiasm.
Excellence.
Relentless.
  People.
  Product.
  Clients.
 Execution.
Enthusiasm.
Excellence.
Relentless.
  Senility.
           Forget>“Learn”

 “The problem is never how to get
 new, innovative thoughts into your
mind, but how to get the old
      ones out.”      —Dee Hock
EXCELLENCE.
 THE WORD.
   Synonyms
     Purity
Transcendence
    Virtue
   Elegance
    Majesty
   Antonyms


Mediocrity
 EXCELLENCE.
GAMECHANGER.
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”
ExIn*: 1982-2002/Forbes.com
DJIA: $10,000 yields $85,000
 EI: $10,000 yields $140,050


*Forbes/Excellence Index /Basket of 32 publicly traded stocks
EXCELLENCE.
  ALWAYS.
“Why in the
 world did
 you go to
 Siberia?”
                 An emotional,
 Business* ** (*at its best):

   vital, innovative, joyful,
  creative, entrepreneurial
     endeavor that elicits
  maximum concerted human
       potential in the
    wholehearted service
           of others.***
        **Excellence. Always.
***Employees, Customers, Suppliers, Communities, Owners, Temporary partners
 EXCELLENCE.
 VALUE ADDED.
UP THE LADDER.
EXCELLENCE.
  SOLVE IT.
“Big Brown‟s New Bag: UPS
           Traffic
 Aims to Be the
    Manager for
     Corporate
   America”       —Headline/BW
EXCELLENCE.
  SOLVE IT.
 NO OPTION.
 PSF. (PSF++)
 “ „Disintermediation‟ is overrated. Those who fear
     disintermediation should in fact be afraid of
irrelevance—disintermediation is just another way

                you’ve become
  of saying that …


         irrelevant to your
             customers.”
        —John Battelle/Point/Advertising Age/07.05
Department Head
           to …


Managing
Partner,
IS  Inc.
   [HR, R&D, etc.]
Up,   Up,   Up,        Up
       the Value-added Ladder.
The Value-added Ladder/Opportunity-seeking




  Gamechanging
    Solutions
              Services
               Goods
            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
   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
The Value-added Ladder/Memorable Connection



   Spellbinding
   Experiences
   Gamechanging Solutions
         Services
          Goods
       Raw Materials
$415/SqFt/Wal*Mart
 $798/SqFt/Whole
      Foods
       Summary:
WallopWal*Mart16*

  *Or: Why it‟s so absurdly easy
    to beat a GIANT Company
  The Small*Mart
 Revolution: How
 Local Businesses
Are Beating Local
Competition—Michael Shuman
EXCELLENCE.
 DREAM IT.
         Furniture vs. Dreams
“We do not sell „furniture‟ at Domain.
We sell dreams. This
 is accomplished by addressing the
half-formed needs in our customers‟
heads. By uncovering these needs,
we, in essence, fill in the blanks. We
convert „needs‟ into „dreams.‟
   Sales are the inevitable
 result.”   — Judy George, Domain Home Fashions
    The Value-added Ladder/Emotion



Dreams Come True
  Spellbinding Experiences
  Gamechanging Solutions
          Services
           Goods
        Raw Materials
Big Blue
EXCELLENCE.
  LOVE IT.
  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
    Lovemark
  Dreams Come True
Spellbinding Experiences
Gamechanging Solutions
        Services
         Goods
      Raw Materials
EXCELLENCE.
 NEW VALUE
 EQUATION.
NEW “C-levels”.
   C              O*
*Chief e   Xperience Officer
C

*Chief Dream Merchant
     C        O*


*Chief Lovemark Officer
    C              O*


*Chief Storytelling Officer
C                O*
*Chief Design Officer
C                        O*
*Chief freaks acquisition Officer
 C           O*
*Chief quest-meister
C                        O*
    *Chief WOW Officer
C                    O*

*Chief   Revenue   Officer
EXCELLENCE.
EVERYWHERE.
    Spain
  Portugal
     Italy
   Ireland
 Singapore
   Taiwan
  Thailand
  Malaysia
 Singapore
 Philippines
     UAE
    Oman
    Chile
  Romania
New Zealand
  Australia
 Better By Design: A National Strategy




NZ = Design
 Excellence
    EXCELLENCE.
    CENTURY 21.
EMPIRES OF THE MIND.
 RICHARD FLORIDA.
  JUAN ENRIQUEZ.
“Human creativity
  is the ultimate
      economic
     resource.”
  —Richard Florida, The Rise of the Creative Class
“THE FUTURE BELONGS TO …
  SMALL POPULATIONS …
  WHO BUILD EMPIRES OF
 THE MIND … AND WHO IGNORE THE
 TEMPTATION OF—OR DO NOT HAVE THE
   OPTION OF—EXPLOITING NATURAL
            RESOURCES.”
   Source: Juan Enriquez/As the Future Catches You
         U.S. Historical Strength:
            Invest in Creativity

*Foster new industries
   *Free & open society
*Investment higher ed,
     R & D, culture
            *Immigrants
Source: Richard Florida, The Rise of the Creative Class
  CI/Top10 Metro*:
              Austin, SF,
Seattle, Boston, Raleigh-
   Durham, Portland,
Minneapolis, Washington-
 Baltimore, Sacramento,
         Denver
CI/Bottom10: Detroit, Norfolk, Cleveland, Milwaukee, Grand Rapids,
Memphis, Jacksonville, Greensboro, New Orleans, Buffalo, Louisville


                       *> 1M/49 total
  Source: Richard Florida, The Rise of the Creative Class
“The global talent pool and the high-end, high margin creative industries that
      used to be the sole province of the U.S., and a critical source of its
  prosperity, have begun to disperse around the globe. A host of countries—
Ireland, Finland, Canada, Australia, New Zealand, among them—are investing
   in higher education, cultivating creative people, and churning out stellar
products, from Nokia phones to the Lord of the Rings movies.. Many of these
 countries have learned from past U.S. success and are shoring up efforts to
attract foreign talent—including Americans. … The United States may well be
the Goliath of the twentieth century global economy, but it will take just half a
                                                      stay
   dozen twenty-first-century Davids to begin to wear it down. To
innovative, America must continue to attract the
world’s sharpest minds. And to do that, it needs
    to invest in the further development of its
  creative sector. Because wherever creativity
goes—and, by extension, wherever talent goes—
  innovation and economic growth are sure to
   follow.” —“America’s Looming Creativity Crisis”/Richard
                             Florida/HBR/10.04
EXCELLENCE.
 INNOVATE.
   OR. DIE.
“A focus on cost-cutting and efficiency has
  helped many organizations weather the
downturn, but this approach will ultimately

            Only the
  render them obsolete.

  constant pursuit of
innovation can ensure
 long-term success.”
  —Daniel Muzyka, Dean, Sauder School of Business,
        Univ of British Columbia (FT/09.17.04)
   More than $$$$




 #1 R&D
  spending,
last 25 years?
“I don‟t believe in economies of
     You don‟t get
scale.
  better by being
  bigger. You get
  worse.”                        —Dick Kovacevich/Wells

Fargo/Forbes/08.04 (ROA: Wells, 1.7%; Citi, 1.5%; BofA, 1.3%;
                 J.P. Morgan Chase, 0.9%)
               Scale?

   “Microsoft‟s Struggle With
             Scale”
         —Headline, FT, 09.2005


“Troubling   Exits at Microsoft”
        —Cover Story, BW, 09.2005


 “Too Big to Move Fast?”
         —Headline, BW, 09.2005
 “I am often asked by would-be entrepreneurs
seeking escape from life within huge corporate
   structures, „How do I build a small firm for

             Buy
myself?‟ The answer seems obvious:


a very large one
 and just wait.”
           —Paul Ormerod, Why Most Things Fail:
            Evolution, Extinction and Economics
       The Perils of Conservatism/
          Industry Leadership
   “ „Good management‟ was the
   most powerful reason [leading
   firms] failed to stay atop their
  industries. Precisely because these firms
 listened to their customers, invested aggressively
in technologies that would provide their customers
 more and better products of the sort they wanted,
 and because they carefully studied market trends
 and systematically allocated investment capital to
   innovations that promised the best returns, they
          lost their positions of leadership.”
     —Clayton Christensen, The Innovator’s Dilemma
InnoTacs
 We become
who we hang
 out with!
 “TheBottleneck Is at
the Top of the Bottle”
 “Where are you likely to find people with the least diversity of
experience, the largest investment in the past, and the greatest
                 reverence for industry dogma:




        At the top!”
             — Gary Hamel/Harvard Business Review
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
try it
“Experiment
 fearlessly”
Source: BW0821.06, Type A Organization Strategies/
    “How to Hit a Moving Target”—Tactic #1
  tolerate
[encourage?]
   failure
Sam’s
Secret
#1!
bet the
 farm
“[Immelt] is now identifying
technologies with which GE
    systematically
will …
  set out to build
   entirely new
industries”     —Strategy+Business, Fall 2005
EXCELLENCE.
   4/40.
De-cent-
 ral-iz-
 a-tion!
 Ex-e-
cu-tion!
Ac-count-
 a-bil-ity!
6:15A.M.
EXCELLENCE.
  ACTION.
  ROOTS.
GRANT
 “One of my superstitions
 had always been when I
started to go anywhere or
 to do anything,   not to
turn back, or stop, until
 the thing intended was
   accomplished.” —Grant
NELSON
        “[other]
On NELSON:

admirals more
 frightened of
  losing than
anxious to win”
BOYD
 He who has the
     quickest
    “O.O.D.A.
 Loops”* wins!
*Observe. Orient. Decide. Act. /Col. John Boyd
BOSSIDY
“Execution is
the job of the
   business
leader.”                           —Larry Bossidy & Ram Charan/

  Execution: The Discipline of Getting Things Done
              “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
PEROT
     READY.
      FIRE!
      AIM.
Ross Perot (vs “Aim! Aim! Aim!” /EDS vs GM/1985)
MASTERS
“This is so simple it sounds stupid, but it is amazing
     how few oil people really understand that


 you only find
oil if you drill
wells.                 You may think you‟re finding it
           when you‟re drawing maps and
         studying logs, but you have to drill.”
Source: The Hunters, by John Masters, Canadian O & G wildcatter
HERB
    “We have a
„strategic plan.‟
It‟s called doing
  things.”— Herb Kelleher
EXCELLENCE.
 BEDROCK.
  TALENT.
Brand =
Talent.
DD$21M
A review of Jack and Suzy Welch‟s Winning claims there are but
two key differentiators that set GE “culture” apart from the herd:
First: Separating financial forecasting and performance
measurement. Performance measurement based, as it usually is, on budgeting
leads to an epidemic of gaming the system. GE‟s performance measurement is
divorced from budgeting—and instead reflects how you do relative to your past
performance and relative to competitors‟ performance; i.e., it‟s about how you
actually do in the context of what happened in the real world, not as compared to a
gamed-abstract plan developed last year.




Second: Putting HR on
a par with finance
and marketing.
          Our Mission
To develop and manage talent;
       to apply that talent,
      throughout the world,
    for the benefit of clients;
     to do so in partnership;
       to do so with profit.
               WPP
“The role of the Director
  is to create a space
    where the actor or
  actress can become
 more than they‟ve ever
 been before, more than
   they‟ve dreamed of
being.”—Robert Altman, Oscar acceptance
 C           O*
*Chief quest-meister
EXCELLENCE.
 INDIVIDUAL.
BRAND YOU.
  “If there is nothing
  very special about
your work, no matter how
hard you apply yourself you
 won‟t get noticed, and that
increasingly means you won‟t
    get paid much either.”
      —Michael Goldhaber, Wired
Distinct… or

… Extinct
 EXCELLENCE
AWOL: THE NEW
ECONOMY AND
 THE SCHOOLS
   FIASCO
 “My wife and I went to a [kindergarten] parent-teacher conference
and were informed that our budding refrigerator artist, Christopher,
   would be receiving a grade of Unsatisfactory in art. We were
 shocked. How could any child—let alone our child—receive a poor

                  His teacher
   grade in art at such a young age?

    informed us that he had
  refused to color within the
    lines, which was a state
requirement for demonstrating
  „grade-level motor skills.‟ ”
                      —Jordan Ayan, AHA!
                 Stanley has
  Ye gads: “Thomas
not only found no correlation
 between success in school
and an ability to accumulate
wealth, he‟s actually found a
negative correlation. „It seems that
school-related evaluations are poor predictors of economic
success,‟ Stanley concluded. What did predict success was
    a willingness to take risks. Yet the success-failure
  standards of most schools penalized risk takers. Most
 educational systems reward those who play it safe. As a
  result, those who do well in school find it hard to take
risks later on.”   —Richard Farson & Ralph Keyes, Whoever Makes the Most Mistakes Wins
         15 “Leading” Biz Schools


        Design/Core: 0
        Design/Elective: 1
     Creativity/Core: 0
      Creativity/Elective: 4
    Innovation/Core: 0
     Innovation/Elective: 6
Source: DMI/Summer 2002/Research by Thomas Lockwood
EXCELLENCE.
 BEDROCK.
 PURPOSE.
“I never, ever thought
     of myself as a
   businessman. I was
interested in creating
  things I would be
      proud of.”
      —Richard Branson
 “People want to be part of
   something larger than
themselves. They want to be
  part of something they‟re
 really proud of, that they‟ll
   fight for, sacrifice for ,
    trust.”—Howard Schultz, Starbucks
  EXCELLENCE.
  ENTHUSIASM.
    ENERGY.
    PASSION.
RELENTLESSNESS.
“Nothing is so
contagious as
 enthusiasm.”
   —Samuel Taylor Coleridge
“It is no use saying
 „We are doing our
best.‟ You have got
to succeed in doing
what is necessary.”
        —WSC
EXCELLENCE.
  AGILITY.
     “The most
 successful people
   are those who
are good at plan B.”
  —James Yorke, mathematician, on chaos theory
             in The New Scientist
EXCELLENCE.
SHOWING UP.
MBWA
“You must   be   the
change you wish to
 see in the world.”
        Gandhi
   “The First step in a
       „dramatic‟
„organizational change
  program‟ is obvious—
   dramatic personal
      change!” —RG
EXCELLENCE.
 STRETCH.
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. If it ain‟t broke ... Break it!
3. Hire crazies.
4. Ask dumb questions.
5. Pursue failure.
6. Lead, follow ... or get out of the way!
7. Spread confusion.
8. Ditch your office.
9. Read odd stuff.

10. Avoid moderation!
EXCELLE
ALWAYS

				
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