Tom Peters‘ The Leadership50 The Relentless Pursuit of Excellence Herbalife Nice 15March2003 Slides at … tompeters com The Leadership The Basic Premise 1 Lea

							     Tom Peters‘
The Leadership50
The Relentless
  Pursuit of
 Excellence!
  Herbalife/Nice/15March2003
    Slides at …


tompeters.com
      The


Leadership
The Basic
Premise.
1. Leadership Is a …
    Mutual
  Discovery
   Process.
Leaders-Teachers Do Not ―Transform People‖!
     Instead leaders-mentors-teachers (1) provide a
 context which is marked by (2) access to a luxuriant
 portfolio of meaningful opportunities (projects) which
(3) allow people to fully (and safely, mostly—caveat: ―they‖
don‘t engage unless they‘re ―mad about something‖) express
   their innate curiosity and (4) engage in a vigorous
discovery voyage (alone and in small teams, assisted by an
extensive self-constructed network) by which those people
 (5) go to-create places they (and their mentors-teachers-
   leaders) had never dreamed existed—and then the
 leaders-mentors-teachers (6) applaud like hell, stage
          “photo-ops,” and ring the church bells
      100 times to commemorate the bravery of their
                “followers‟ ” explorations!
2.      Not to
     Leaders Try …

Screw Things
     Up
“Ninety percent of what
 we call „management‟
  consists of making it
difficult for people to get
    things done.” – P.D.
   The
Leadership
  Types.
  3. Great Leaders on Snorting
   Steeds Are Important – but
    Great Talent
  Developers (Type I
Leadership) are the Bedrock
of Organizations that Perform Over
          the Long Haul.
   ―The leaders of Great
Groups love talent and know
where to find it. They revel in
   the talent of others.‖
Warren Bennis & Patricia Ward Biederman,
          Organizing Genius
 Les Wexner: From
sweaters to people!
4. ―Just One‖: Great
Leading = Great
   Mentoring.
T.A.:
5. But Then Again, There
  Are Times When This
  “Cult of Personality”
(Type II Leadership) Stuff
    Actually Works!
―A leader is a
  dealer in
   hope.”
         Napoleon
  (+TP‘s writing room pics)
    6. Find the
 “Businesspeople”!
(Type III Leadership)
I.P.M.   (Inspired Profit
   Mechanic)
7. All Organizations
Need the Golden
  Leadership
   Triangle.
The Golden Leadership
 Triangle: (1) Creator-
Visionary … (2) Talent
Fanatic-Mentor-V.C. …
   (3) Inspired Profit
        Mechanic.
  8. The Leader Is
Rarely/Never the
Best Performer.
   The
Leadership
  Dance.
9. Leaders …
SHOW UP!
Rudy!
10. Leaders …
 LOVE the
  MESS!
“If things seem
under control,
you’re just not
     going
 fast enough.”
   Mario Andretti
11. Leaders
 The Kotler Doctrine:

1965-1980: R.A.F.
    (Ready.Aim.Fire.)

1980-1995: R.F.A.
    (Ready.Fire!Aim.)

1995-????: F.F.F.
     (Fire!Fire!Fire!)
12. BUT … Leaders
Know When to

     Wait.
 Tex Schramm:   The
“too hard”
      box!
  13. Leaders
KNOW They Can
Make a Difference!
“It is no use saying „We
are doing our best.‟ You
 have got to succeed in
      doing what is
    necessary.” —WSC
―When assessing candidates, the first
   thing I looked for was energy and
 enthusiasm for execution. Does she
  talk about the thrill of getting things
done, the obstacles overcome, the role
 her people played—or does she keep
     wandering back to strategy or
       philosophy?‖ —Larry Bossidy,
     Honeywell/AlliedSignal, in Execution
 14. Leaders Are …
Optimists.
           “[Ronald
Half-full Cups:
Reagan] radiated an
almost transcendent
   happiness.”
       Lou Cannon, George (08.2000)
15. Leaders
FOCUS!
―To   Don‟t ‖
       List
 16. Leaders …
  Set CLEAR
DESIGN SPECS.
Danger:   S.I.O.        (Strategic
      Initiative Overload)
      It‘s
Relationships,
   Stupid.
17. Leaders
  Trust in

TRUST!
Credibility
  18. Leaders …
  Understand the
Ultimate Power of
RELATIONSHIPS.
“Women speak and hear a language of
  connection and intimacy, and men
 speak and hear a language of status
and independence. Men communicate
 to obtain information, establish their
   status, and show independence.
    Women communicate to create
 relationships, encourage interaction,
        and exchange feelings.‖
 Judy Rosener, America‟s Competitive Secret
―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 day‟s events?
    Who is better at keeping in touch with others?‖

  Source: Selling Is a Woman‟s Game: 15 Powerful
 Reasons Why Women Can Outsell Men, Nicki Joy &
                Susan Kane-Benson
 19. Leaders Know …
Women Roar/
Women Rule.
“AS LEADERS, WOMEN
RULE: New Studies find
 that female managers
  outshine their male
 counterparts in almost
    every measure‖
Title, Special Report, Business Week, 11.20.00
      Women‘s 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
   Source: Judy B. Rosener, America‟s Competitive Secret
If It Ain‘t
Broke …
Break It.
20. Leaders …
 FORGET!/
  Leaders …
DESTROY!
      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
21. BUT … Leaders
Have to Deliver, So They
Worry About ―Throwing
 the Baby Out with the
      Bathwater.‖
 “Damned If You
Do, Damned If You
 Don‟t, Just Plain
    Damned.”
Subtitle in the chapter, ―Own Up to the Great Paradox: Success
   Is the Product of Deep Grooves/ Deep Grooves Destroy
           Adaptivity,‖ Liberation Management (1992)
22. Leaders …
HONOR THE
USURPERS.
     Saviors-in-Waiting

Disgruntled Customers
 Upstart Competitors
  Rogue Employees
   Fringe Suppliers
  Wayne Burkan, Wide Angle Vision
The Cracked Ones Let in the Light
 ―Our business needs a massive
transfusion of talent, and talent, I
believe, is most likely to be found
 among non-conformists,
 dissenters and rebels.”
           David Ogilvy
22. Leaders Make
 Mistakes – and
MAKE NO BONES
  ABOUT IT!
  Sam‟s
Secret #1!
“Fail faster.
  Succeed
  sooner.”
   David Kelley/IDEO
 24. Leaders Make …
BIG MISTAKES!
    “Reward
   excellent
 failures. Punish
mediocre successes.”
 Phil Daniels, Sydney exec (and, de facto, Jack)
25. Leaders Honor
Mistakes & Create
 “Blame-free
 „Cultures.‟ ”
Create.
26. Leaders … Make
  Their Mark /
Leaders … Do Stuff

 That Matters
―I never, ever thought of myself
  as a businessman.I was
 interested in creating
   things I would be
  proud of.” —Richard Branson
 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
27. Leaders Pursue
 DRAMATIC
DIFFERENCE!
1st Law Mktg Physics: OVERT BENEFIT (Focus: 1 or 2 > 3 or
                    4/―One Great Thing.‖
                 Source #1: Personal Passion)

 2ND Law: REAL REASON TO BELIEVE (Stand & Deliver!)


        3RD Law: DRAMATIC
 DIFFERENCE (Execs Don‘t Get It:
―intent to purchase‖ – 100%; ―unique‖ – 0% to
                     5%)

     Source: Jump Start Your Business Brain, Doug Hall
Trends.
28. Leaders ―Get‖
the …   BigTwo
    Trends
 Trends I:

Women
 Roar.
           ?????????
     Home Furnishings … 94%
Vacations … 92% (Adventure Travel … 70%/ $55B travel
                      equipment)

            Houses … 91%
        D.I.Y. (―home projects‖) … 80%
    Consumer Electronics … 51%
          Cars … 60% (90%)
   All consumer purchases … 83%
         Bank Account … 89%
          Health Care … 80%
     Read This Book …

  EVEolution:
 The Eight Truths of
Marketing to Women
  Faith Popcorn & Lys Marigold
   EVEolution: Truth No. 1

Connecting Your Female
  Consumers to Each
Other Connects Them to
      Your Brand
―Women don‘t buy
      They
brands.

join them.”
    EVEolution
    Trends II:
Boomer Bonanza/
Godzilla Geezer.
“ „Age Power‟ will
rule the        21
           century,st

and we are woefully
    unprepared.‖
Ken Dychtwald, Age Power: How the 21st
    Century Will Be Ruled by the New Old
  “Marketers attempts at reaching
those over 50 have been miserably
          No market‟s
unsuccessful.
motivations and needs
    are so poorly
understood.” Peter Francese, —
   founding publisher, American Demographics
New Model.
   29. Leaders …
  Understand the
Enormity of the White
 Collar Revolution.
                E.g. …

Jeff Immelt: 75% of ―admin, back
 room, finance‖ ―digitalized‖ in




                    years.

         Source: BW (01.28.02)
 30. Leaders Push Their
          W-a-y Up
Organizations
 the Value-added/
Intellectual Capital
       Chain
   ―Customer Satisfaction‖ to
     ―Customer Success‖
   ―We‘re getting better at [Six
 Sigma] every day. But we really
need to think about the customer‘s
   profitability. Are customers‟
bottom lines really benefiting from
     what we provide them?”
     Bob Nardelli, GE Power Systems
Keep In Mind:   Customer
Satisfaction
versus          Customer
   Success
“No longer are we only an
insurance provider. Today,
    we also offer our customers the
 products and services that help them
   achieve their dreams, whether it‘s
financial security, buying a car, paying
   for home repairs, or even taking a
   dream vacation.‖—Martin Feinstein, CEO,
               Farmers Group
31. Leaders Know that
  the ―HVA/Solutions
Revolution‖ rests upon:
Experiences … Dream
Fulfillment … Design.
  A World of
 Scintillating/
Awesome/ WOW
―Experiences.‖
“Experiences are as
 distinct from services
  as services are from
        goods.‖
Joseph Pine & James 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
     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 ―Experience Ladder‖

   Experiences
     Services
      Goods
   Raw Materials
Experiences+:
Embracing the
   ―Dream
 Business.‖
  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 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
Technology.
 32. Leaders
LOVE the
New Technology!
―Suppose—just suppose—that the Web is a new world
  we‘re just beginning to inhabit. We‘re like the earlier
  European settlers in the United States, living on the
edge of the forest. We don‘t know what‘s there and we
don‘t know exactly what we need to do to find out: Do
we pack mountain climbing gear, desert wear, canoes,
or all three? Of course while the settlers may not have
   known what the geography of the New World was
    going to be, they at least knew that there was a
    geography. The Web, on the other hand, has no
  geography, no landscape. It has no distance. It has
  nothing natural in it. It has few rules of behavior and
 fewer lines of authority. Common sense doesn‟t hold
   here, and uncommon sense hasn‟t yet emerged.”
          David Weinberger, Small Pieces Loosely Joined
  ―There‘s no use trying,‖ said Alice.
―One can‘t believe impossible things.‖
   ―I daresay you haven‘t had much
practice,‖ said the Queen. ―When I was
  your age, I always did it for half an
  hour a day. Why, sometimes I‟ve
believed as many as six impossible
     things before breakfast.”
              Lewis Carroll
Talent.
33. When It Comes to
  TALENT …
Leaders Always Swing
   for the Fences!
From ―1, 2 or you‘re out‖ [JW]
            to …

  “Best Talent in
each industry segment to
  build best proprietary
    intangibles” [EM]
 Source: Ed Michaels, War for Talent (05.17.00)
34. Leaders Don‘t
Create ―Followers‖:
THEY CREATE
  LEADERS!
    “I start with the
    premise that the
function of leadership
  is to produce more
   leaders, not more
  followers.”—Ralph Nader
 35. Leaders “Win
Followers Over”
WHAT AN IDIOT: ―Instead
of employees being in the driver‘s
  seat, now we‘re in the driver‘s
             seat.‖
  “Coaching
PJ:

 is winning
players over.”
Passion.
36. Leaders …
   Out Their

PASSION!
G.H.:―Create a
„cause,‟ not a
 ‗business.‘ ‖
37. Leaders Know:
 ENTHUSIASM
   BEGETS
 ENTHUSIASM!
BZ: “I am a …
 Dispenser of
Enthusiasm!”
 38. Leaders
 Focus on the
SOFT STUFF!
“Soft” Is
 “Hard”
   - ISOE
 Message: Leadership is
  all about love! [Passion,
   Enthusiasms, Appetite for Life,
  Engagement, Commitment, Great
 Causes & Determination to Make a
Damn Difference, Shared Adventures,
 Bizarre Failures, Growth, Insatiable
Appetite for Change.] [Otherwise, why bother?
  Just read Dilbert. TP‟s final words: CYNICISM SUCKS.]
The ―Job‖ of
  Leading.
 39.   Leaders Know It‘s

ALL SALES ALL
  THE TIME.
  If you don‟t LOVE
TP:
   SALES … find
another life. (Don‘t pretend
      you‘re a ―leader.‖) (See TP‘s
             The Project50.)
40.   But … Leaders Also

 Ruffle the
  Waters.
Characteristics of the ―Also rans‖*

     ―Minimize risk‖
  ―Respect the chain of
       command‖
   ―Support the boss‖
     ―Make budget‖
         *Fortune, article on
  ―Most Admired Global Corporations‖
       Joe J. Jones
        1942 – 2002
  HE WOULDA DONE SOME
    REALLY COOL STUFF
          BUT …
HIS BOSS WOULDN’T     LET HIM!
41. Leaders
  Give …
RESPECT!
   ―It was much later that I realized Dad‘s
 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
                           was
 bishop or a college president. He
seriously interested in who you
were and what you had to say.”
      Sara Lawrence-Lightfoot, Respect
42. Leaders Say
“Thank
 You.”
―The two most powerful things
              a kind
    in existence:

        word and a
        thoughtful
         gesture.”
 Ken Langone, CEO, Invemed Associates [from Ronna
     Lichtenberg, It‟s Not Business, It‟s Personal]
 ―The deepest human
        need to
need is the
be appreciated.”
       William James
43. Leaders Are …
Graceful.
―My favorite word is grace –
 whether it‘s amazinggrace,
 saving grace, grace under
fire, Grace Kelly. How we live
contributes to beauty – whether
it‘s how we treat other people or
        the environment.‖
   Celeste Cooper, designer
   Rodale‟s on ―Grace‖ …

   elegance … charm …
  loveliness … poetry in
  motion … kindliness ..
benevolence … benefaction
 … compassion … beauty
44.   Leaders …   Are
  The Brand
 “You must be
 the change you
wish to see in the
     world.”
       Gandhi
 45. Leaders …
     GREAT
Have a
   STORY!
―We are in the twilight of a society based on data. As
  information and intelligence become the domain of
computers, society will place more value on the one
   human ability that cannot be automated: emotion.
 Imagination, myth, ritual - the language of emotion -
will affect everything from our purchasing decisions
                    Companies will
to how we work with others.
thrive on the basis of their stories
and myths. Companies will need to understand
  that their products are less important than their
                      stories.‖
   Rolf Jensen, Copenhagen Institute for Future Studies
―A key – perhaps the key –
     to leadership is
       the effective
     communication
       of a story.”
           Howard Gardner
Leading Minds: An Anatomy of Leadership
Introspection.
46. Leaders …
Enjoy Leading.
Warren‘s “Whoops
   Moment” …
―Warren, I know you
    want to „be‟
 president. But do
  you want to „do‟
    president?‖
47. Leaders
LAUGH!
48. Leaders …
Take Breaks.
The End
 Game.
49. Leaders
  ???:
  ―Leadership is the
     PROCESS of
ENGAGING PEOPLE in
CREATING a LEGACY
  of EXCELLENCE.‖
“LEADERS NEED TO
 BE THE ROCK OF
  GIBRALTAR ON
 ROLLER BLADES”
50. Leaders Know
 WHEN TO
  LEAVE!
 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