Tom Peters’ The Leadership20 Creating a Legacy of Excellence Boston Pizza/Honolulu/27March2003

Slides at … tompeters.com

The Leadership Types.

1. 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.

Whoops: Jack didn’t have a vision!

2. 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)

3. Find the “Businesspeople”! (Type III Leadership)

I.P.M. (Inspired Profit Mechanic)

The Leadership Dance.

4. Leaders … SHOW UP!

Rudy!

5. Leaders DO!

The Kotler Doctrine: 1965-1980: R. A. F. (Ready. Aim. Fire 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!)

6. Leaders FOCUS!

“To Don’t ” List

Danger: S.I.O. (Strategic Initiative Overload)

It’s Relationships, Stupid.

7. 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.

8. Leaders … FORGET!

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

“When McDonald’s first started exporting its formula of quality, cleanliness and service, it was something of a novelty. … These days, quality, cleanliness and service are a given—and people are becoming more interested in what they are eating.” —FT/12.21.2002

“Nobody brags about going to McDonald’s”—SF professional “Nobody brags about going to McDonald’s”—SF professional. Subway > McD’s (USA).

“When we did it ‘right’ it was still pretty ordinary “When we did it ‘right’ it was still pretty ordinary.” Barry Gibbons on “Nightmare No. 1”

9. Leaders … HONOR THE FREAKS.

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

10. Leaders Make Mistakes – and MAKE NO BONES ABOUT IT!

Sam’s Secret #1!

“Reward excellent failures. Punish mediocre successes “Reward excellent failures. Punish mediocre successes.” Phil Daniels, Sydney exec (and, de facto, Jack)

Create.

11. Leaders … Make Their Mark / Leaders … Do Stuff That Matters

“I never, ever thought of myself as a businessman “I never, ever thought of myself as a businessman. I was interested in creating things I would be proud of.” —Richard Branson

CEO Assignment2002 (Bermuda): “Please leap forward to 2007, 2012, or 2022, and write a business history of Bermuda. What will have been said about your company during your tenure?”

Ah, kids: “What is your vision for the future Ah, kids: “What is your vision for the future?” “What have you accomplished since your first book?” “Close your eyes and imagine me immediately doing something about what you’ve just said. What would it be?” “Do you feel you have an obligation to ‘Make the world a better place’?”

Trends.

12. Leaders “Get” the … Big2 Trends

Trend 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%

Carol Gilligan/ In a Different Voice Men: Get away from authority, family Women: Connect Men: Self-oriented Women: Other-oriented Men: Rights Women: Responsibilities

FemaleThink/ Popcorn “Men and women don’t think the same way, don’t communicate the same way, don’t buy for the same reasons.” “He simply wants the transaction to take place. She’s interested in creating a relationship. Every place women go, they make connections.”

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

“The ‘Connection Proclivity’ in women starts early “The ‘Connection Proclivity’ in women starts early. When asked, ‘How was school today?’ a girl usually tells her mother every detail of what happened, while a boy might grunt, ‘Fine.’ ” EVEolution

“Women don’t buy brands. They join them.” EVEolution

“Customer is King”: 4,440 “Customer is Queen”: 29 Source: Steve Farber/Google search/04.2002

Trends II: Boomer Bonanza/ Godzilla Geezer.

Subject: Marketers & Stupidity “It’s 18-44, stupid!”

Subject: Marketers & Stupidity Or is it: “18-44 is stupid, stupid!”

2000-2010 Stats 18-44: -1% 55+: +21% (55-64: +47%)

“Marketers attempts at reaching those over 50 have been miserably unsuccessful. No market’s motivations and needs are so poorly understood.” —Peter Francese, founding publisher, American Demographics

“ ‘Age Power’ will rule the 21st century, and we are woefully unprepared.” Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old

13. Leaders Know They Are Selling a … TOTAL EXPERIENCE.

“Experiences are as distinct from services as services are from goods “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

“Guinness as a brand is all about community “Guinness as a brand is all about community. It’s about bringing people together and sharing stories.”—Ralph Ardill, Imagination, in re Guinness Storehouse

Experience: “Rebel Lifestyle 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

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

First Step: Hire a theater director ???

Experience … Cirque du Soleil

DO YOU MEASURE UP?* *If not, why not?

14. Leaders Are Obsessed with … BRAND POWER.

“We are in the twilight of a society based on data “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 to how we work with others. Companies will 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

“You do not merely want to be the best of the best “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

Branding: Is-Is Not “Table” TNT is not: TNT is: TNT is not: Juvenile Contemporary Old-fashioned Mindless Meaningful Elitist Predictable Suspenseful Dull Frivolous Exciting Slow Superficial Powerful Self-important

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.) Source: Jump Start Your Business Brain, Doug Hall

Talent.

15. When It Comes to TALENT … Leaders Always Swing for the Fences!

Model 25/8/53 Sports Franchise GM* *48 = $500M

“The leaders of Great Groups love talent and know where to find it “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

PARC’s Bob Taylor: “Connoisseur of Talent”

Les: Sweaters to People

DD$21M

Passion.

16. Leaders Know: ENTHUSIASM BEGETS ENTHUSIASM!

BZ: “I am a … Dispenser of Enthusiasm!”

17. Leaders Are … Optimists.

Half-full Cups: “[Ronald Reagan] radiated an almost transcendent happiness.” Lou Cannon, George (08.2000)

18. Leaders Give … RESPECT!

Sara Lawrence-Lightfoot, 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 bishop or a college president. He was seriously interested in who you were and what you had to say.” Sara Lawrence-Lightfoot, Respect Army General Melvin Zais said it, in the most moving speech I’ve ever listened to: YOU MUST CARE. Sara Lawrence-Lightfoot’s book … RESPECT … is superb. Yet … THIS ONE THING … particularly stuck with me. You want to … MAKE A DIFFERENCE. Your ideas are wild. You buy my act: Recruit A Freak. Fine! But you … MUST CARE. Your FF [First Freak] is going out on a limb to support you. She will do so … ONLY … if you accord her your utmost respect. #1: HEY, WE’RE CHANGING THE WORLD HERE. #2: HEY, THIS STUFF IS PERSONAL … ABOUT WHO YOU AND I ARE AS HUMAN BEINGS. Please: Re-read the text of the slide.

19. Leaders … Are The Brand

“You must be the change you wish to see in the world.” Gandhi

G.H.: “Create a ‘cause,’ not a ‘business.’ ”

The End Game.

20. Leaders Listen to … “BIG MIKE.”

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