1. Distinct or … Extinct Tom Peters Seminar2000 HSM Curitiba 25 August 2000

2. Pentium III 800MHz: $42,893.00/# Hermes Scarf: $1,964.29 Saving Private Ryan on DVD: $874.75 Mercedes-Benz: $18.98 Hot-rolled steel: $0.19 Source: Fortune (3.20.00)

3. No Wiggle Room! “Incrementalism is innovation’s worst enemy.” Nicholas Negroponte

4. “There’s going to be a fundamental change in the global economy unlike anything we have had since the cavemen began bartering.” Arnold Baker, Chief Economist, Sandia National Laboratories

5. NOW THAT’S B-I-G! “The period 2000-2002 will bring the single greatest change in worldwide economic and business conditions since we came down from the trees.” David Schneider & Grady Means, MetaCapitalism

6. “There is probably going to be more confusion in the business world in the next decade than there has been in any decade in history.” Steve Case (2-00)

7. “The corporation as we know it, which is now 120 years old, is not likely to survive the next 25 years. Legally and financially, yes, but not structurally and economically.” Peter Drucker, Business 2.0 (08.00)

8. “We are in a brawl with no rules.” Paul Allaire

9. John Roth’s “Rules” [Nortel] 1. Our strategies must be tied to leading-edge customers on the attack. 2. Time cannot be sacrificed for better quality, lower cost, or even better decisions. 3. It doesn’t matter whether you develop or acquire leading technology. Our job is to provide the technology and products our customers need. 4. Success is achieved by leading change, not waiting for it. 5. We are paranoid about our leadership – willing to cannibalize our own products to maintain our edge. Source: Abridged from The Wall Street Journal (07.25.00)

10. Tom Peters Seminar2000 Brand Everything : Distinct or Extinct!

11. Structure Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership

12. Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership

13. Forces @ Work I The Destruction Imperative!

14. Forget > Learn “The problem is never how to get new, innovative thoughts into your mind, but how to get old ones out.” Dee Hock

15. The [New] G e Way DYB.com

16. The Gales of Creative Destruction +29M = -44M + 73M +4M = +4M - 0M

17. Brand Inside Brand Org: Lean, Linked, Electronic & Malleable

18. White Collar Revolution!

19. 108 X 5 vs. 8 X 1* * 540 vs. 8

20. The Pincer 5 “Destructive” entrepreneurs/ Global Competition “White Collar Robots” THE INTERNET! [E.g.: GM + Ford + DaimlerChrysler] Global Outsourcing [E.g.: India, Mexico] Speed!!

21. “Assetless Company” J.B.

22. RR on “Assetless” [J.B.] Sara Lee “The most profitable businesses in the future will act as knowledge brokers, linking insights into what’s available with insights into the customer’s individual needs and preferences.”

23. Cisco, Dell = Brand-owning companies who sell Customer Satisfaction Source: David Schneider & Grady Means, MetaCapitalism

24. Brand Inside Brand Work: The Professional Service Firm Model & The WOW Project

25. So what will be the Basic Building Block of the New Org?

26. Chicago November 1999: SHRM

27. Message: You are Rock Stars of the “Age of Talent”

28. New Orleans April 2000: NAPM

29. Message: You are Re-invention Evangelists!

30. “PSF” Model Department Head to … Managing Partner, HR [IS, etc.] Inc.

31. Credo “WORK WORTH PAYING FOR”

32. The Raw Material … The WOW Project!

33. “Reward excellent failures. Punish mediocre successes.” Phil Daniels, Sydney exec

34. 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

35. Characteristics of the “Also Rans” “minimize risk” “respect the chain of command” “support the boss” “make budget” Source: Fortune’s “most admired global corporations”

36. Brand Inside Brand You: Distinct … or Extinct

37. DISTINCT … OR EXTINCT! “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

38. Minimum New Work SurvivalSkillsKit2000 Mastery Networking Obsession Finishing Skills Entrepreneurial Instinct Master of Improvisation Sense of Humor Intense Appetite for Technology Groveling Before the Young Embracing “Marketing” Passion for Renewal

39. Brand Inside Brand Talent: The Great War for Talent

40. “When land was the scarce resource, nations battled over it. The same is happening now for talented people.” Stan Davis & Christopher Meyer, futureWEALTH

41. Obsession! Greatness! Performance! Pay! Youth! Diversity! Women! Weird! Opportunity! Leading Genius!

42. 1. Obsession! From “1, 2 or 3” [JW] to … “Best talent in each industry segment to build best proprietary intangibles” [EM] Source: Ed Michaels, War for Talent (05.17.00)

43. GE Is a “Talent Machine” “In most companies the talent review process is a farce. At GE, Welch and his two top HR people visit each division for a day. They review the top 20 to 50 people by name. They talk about Talent Pool strengthening issues. The talent review process is a contact sport. It has the intensity and the importance of the budget process at most companies.” Ed Michaels, War for Talent (05.17.00)

44. 2. Greatness! Home Depot: 7 new growth initiatives ($20B to $100B in 5-7 years) Arthur Blank: BEST PERSON IN THE WORLD TO HEAD EACH INITIATIVE E.g.: COO of IKEA to head international expansion Ed Michaels, War for Talent (05.17.00)

45. 3. Performance! “We believe companies can increase their market cap 50 percent in 3 years. Steve Macadam at Georgia Pacific 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 (05.17.00)

46. 4. Pay! “Top performing companies are two to four times more likely than the rest to pay what it takes to prevent losing top performers.” Ed Michaels, War for Talent (05.17.00)

47. 5. Youth! “This is the Age of Ageism: The real innovator’s dilemma isn’t ‘disruptive technologies;’ it’s the relentless rise of the quasi- adolescents who wield them.” Michael Schrage

48. “A good plant engineer in a paper mill may create $100K to $300K in value per year. An outstanding software product developer may create a product worth $1M to $300M. Talented people are less likely to wait their turn. We used to view young people as trainees; now they are authorities. Arguably this is the first time the older generation can – and must – leverage the younger generation very early in their careers” Ed Michaels, War for Talent (05.17.00)

49. 6. Diversity! “Where do good new ideas come from?That’s simple! From differences. Creativity comes from unlikely juxtapositions. The best way to maximize differences is to mix ages, cultures and disciplines.” Nicholas Negroponte

50. “Diversity defines the health and wealth of nations in a new century. Mighty is the mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the rough, the black-and-blue, the mix-and-match – these people are inheriting the earth. Mixing is the new norm. Mixing trumps isolation. It spawns creativity, nourishes the human spirit, spurs economic growth and empowers nations.” G. Pascal Zachary, The Global Me: New Cosmopolitans and the Competitive Edge

51. 7. Women! Women and new- economy management …

52. The New Economy … Shout goodbye to “command and control”! Shout goodbye to hierarchy! Shout goodbye to “knowing one’s place”!

53. Women’s Strengths = New Economy Match Improv skills Relationship-centric Less “rank consciousness” Self determined Trust sensitive Intuitive Natural “empowerment freaks” [less threatened by strong people] Intrinsic [motivation] > Extrinsic

54. 8. Weird! “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

55. 9. Opportunity! “H.R.” to “H.E.D.” ??? Human Enablement Department

56. “Firms will not ‘manage the careers’ of their employees. They will provide opportunities to enable the employee to develop identity and adaptability and thus be in charge of his or her own career.” Tim Hall et al., “The New Protean Career Contract”

57. Talent = Brand

58. Reprise: Brand Inside The White Collar Revolution & The Web [Destruction Rules!] PSF as Building Block [Work Worth Paying For] Work Worth Paying For = WOW Projects! Brand You [Everybody!] The Great War for Talent!

59. N.W.O. I CEO, $14 Billion Corp.: 80+% on the road; “ ‘Corporate’ ‘Head’quarters is in my head and on my laptop, wherever I happen to be.”

60. N.W.O. II Pine-paneled Office Address: 1 Big Man Plaza Secretary Suit Formal Rank conscious Pretense (“Failures are for fools.”) I love “Yes men” Self-contained Seat 9b, Varig 233 Address: Rick@Corp.com Typing: 60 WPM Casual M-F Approachable We are a HOT Team Screwing up is as normal as breathing I love Misfits! I love partners

61. Translation Flexible Fluid Fast Informal Talent obsessed Alliance obsessed Entrepreneurial Intellectual

62. Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership

63. Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: It’s the Experience! S6: Women Rule! S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary!

65. Forces @ Work II The Commodity Trap

66. Quality Not Enough! “While everything may be better, it is also increasingly the same.” Paul Goldberger on retail, “The Sameness of Things,” The New York Times

67. “We make over three new product announcements a day. Can you remember them? Our customers can’t!” Carly Fiorina

68. “The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.” Kjell Nordstrom and Jonas Ridderstrale, Funky Business

69. Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: It’s the Experience! S6: Women Rule! S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary!

70. Brand Outside Strategy 1 : Lead the Customer!

71. “Our strategies must be tied to leading edge customers on the attack. If we focus on the defensive customers, we will also become defensive.” John Roth, CEO, Nortel

72. Message … Biggest is not always [often?] most beautiful! F2F Rules: How’s your “freaks” portfolio?

73. “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

74. Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: It’s the Experience! S6: Women Rule! S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary!

75. Brand Outside Strategy 2 : Use E-Commerce to Re-invent Everything!

76. OVERVIEW

77. www.cyveillance.com 08.18.2000/0511AM: 2,380,854,946

78. www.cyveillance.com 08.22.2000/0509AM: 2,409,656,263

79. 95 Hours, 58 Minutes … +28,801,317

80. Tomorrow Today: Cisco! 87% of $20B* (Cisco Connection ONLINE) Save $500M (service and tech support) * = $48,000,000 … per DAY

81. Oracle Everything [In & Out] via Internet $1B in ’99-’00 [on a cost base of $6B] $1B more in ’00-’01

82. Service Call Center $300.00 per transaction to $1.50 Savings: $550,000,000.00 Source: Ralph Seferian, Oracle

83. COMMUNITY!/ COMMUNITY SERVICES!

84. Tomorrow Today: Cisco! 87% of $20B (Cisco Connection ONLINE) Save $500M (service and tech support) C.Sat e >> C.Sat H Customer Engineer Chat Rooms/Collaborative Design ($1B “free” consulting)

85. B2C Success “Genuine brand strength” “Build community” Source: Geoffrey Moore

86. CUSTOMER PERSPECTIVE: D.I.Y./ CONTROL

87. Welcome to D.I.Y. Nation! “Changes in business processes will emphasize self service. Your costs as a business go down and perceived service goes up because customers are conducting it themselves.” Ray Lane, Oracle

88. Anne Busquet/ American Express Not: “Age of the Internet” Is: “Age of Customer Control”

89. Amen! “The Age of the Never Satisfied Customer” Regis McKenna

90. “The Web enables total transparency. People with access to relevant information are beginning to challenge any type of authority. The stupid, loyal and humble customer, employee, patient or citizen is dead.” Kjell Nordstrom and Jonas Ridderstrale, Funky Business

91. “In the network economy, the Website becomes the company’s primary interface to the customer. The user interface becomes the marketing materials, store front, store interior, sales staff and post- sales support all rolled into one.” Jakob Nielsen, Designing Web Usability

92. RADICAL STRATEGIES REQUIRED

93. “Where does the Internet rank in priority? It’s No. 1, 2, 3, and 4.” Jack Welch

94. “One cannot be tentative about this. Excuses like ‘channel conflict’ or ‘marketing and sales aren’t ready’ cannot be allowed. Delay and you risk being cut out of your own market, perhaps not by traditional competitors but by companies you never heard of 24 months ago.” Jack Welch [07.00/Forbes.com]

95. There are 2 Kinds of … Defense* vs. Offense** *Fend off upstarts. ** Reinvent our marketspace!

96. ACT NOW, ACT FAST, KEEP ACTING

97. “It’s better to be first with less than last with more. Success on the Web isn’t just about time to market, it’s also about ‘time to learning.’ ” Jeff Levy, eHatchery

98. SUMMARY: REINVENT EVERYTHING

99. WebWorld = Everything Web as a way to run your business’ innards Web as connector for your entire supply-demand chain Web as “spider’s web” which re-conceives the industry Web/B2B as ultimate wake-up call to “commodity producers” Web as the scourge of slack, inefficiency, sloth, bureaucracy, poor customer data Web as an Encompassing Way of Life Web = Everything (P.D. to after-sales) Web forces you to focus on what you do best Web as entrée, at any size, to World’s Best at Everything as next door neighbor

100. “There is no use trying,” said Alice. “One can’t believe impossible things.” “I dare say 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

101. The Web … A DREAMER’S MEDIUM!

102. I’net … … allows you to dream dreams you could never have imagined before!

103. “Banking is necessary. Banks are not.” Dick Kovacevich, Norwest/ Wells

104. Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: It’s the Experience! S6: Women Rule! S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary!

105. Brand Outside Strategy 3 : Fighting Back via Systems Integration!

106. THE CASE

107. B2B 1999 – 2004: 50X 2004: $7.4 Source: GartnerGroup (per Reuters 1-26-00) T

108. GM/Ford/DaimlerChrysler (02-25) Covisint $240B (+$500B) I.P.O.

109. Goal? Drive profits to zero!* *Remember AMR and “dynamic pricing.”

110. THE RESPONSE

111. Message: Do More & More & More & More & More … for/with the Customer and the Supply-Demand Chain!

112. “We want to be the air traffic controllers of electrons.” Bob Nardelli, GE Power Systems

113. “Systems Integrators” Unite [And Conquer] Cisco’s winning strategy [USAToday 07.11]: “Become the ‘Go-to’ Systems Provider”

114. “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

115. GE’s New Six Sigma Approach Old view: Out of service 9 days. 4 days are transport, which is client responsibility. New view: ALL 9 DAYS ARE OUR RESPONSIBILITY! Why? 9 days = Client’s World. Source: Steve Kerr, VP, GE

116. Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: It’s the Experience! S6: Women Rule! S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary!

117. Brand Outside Strategy 4 : Design Matters!

118. And Tomorrow … “Fifteen years ago companies competed on price. Now it’s quality. Tomorrow it’s design.” Robert Hayes

119. All Equal Except … “At Sony we assume that all products of our competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the marketplace.” Norio Ohga

120. Design as Soul “We don’t have a good language to talk about this kind of thing. In most people’s vocabularies, design means veneer. … But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.” Steve Jobs

121. Message: “Great - Cool Stuff” Matters. Great & Cool Trumps Not-So-Great & Ho Hum!

122. Message iMac: “Great Stuff” Takes Guts!!

123. Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: It’s the Experience! S6: Women Rule! S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary!

124. Brand Outside Strategy 5 : It’s the Experience!

125. “Experiences are as distinct from services as services are from goods.” Joseph Pine & James Gilmore, The Experience Economy: Work Is Theater & Every Business a Stage

126. 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

127. “Car designers need to create a story. Every car provides an opportunity to create an adventure. … “The Prowler makes you smile. Why? Because it’s focused. It has a plot, a reason for being, a passion.” Freeman Thomas, co-designer VW Beetle; designer Audi TT

128. Hmmmm(?): “Only” Words … Story Adventure Smile Focus Plot Passion

129. So …. WHAT’S THE [your] STORY/PLOT?

130. “This story is bigger than shifting market share or selling a few more cars, or dodging the dealer by buying direct. Rather, it’s about the redefinition of the automobile itself, and the relationship of its owner to its maker. Think of the auto as a rolling wireless portal on wheels, connecting you to your kitchen, your bank, your kids, your office.” Business 2.0, “Four Wheel Drive,” 08.22.00

131. Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: It’s the Experience! S6: Women Rule! S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary!

132. Brand Outside Strategy 6 : Women Rule!

133. $4.8T > Japan 9/27.5/3.6T > Germany

134. 48% working wives > 50% 80% checks 61% bills 53% stock (mutual fund boom) 43% > $500K 95% financial decisions/ 29% single handed

135. ????????? Home Furnishings … 94% Vacations … 92% Houses … 91% Bank Account … 89% Health Care … 75% Etc.

136. Women … 49% of Web users; 6 of 10 new users; 83% of wired women are primary decision makers for family healthcare, finances, education. Source: Business Week (11-99)

137. Yeow! 1970 … 1% 2002 … 50%

138. OPPORTUNITY NO. 1!

139. 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.”

140. Women and Financial Advisors Women want … a plan, to be listened to, to be taken seriously, to read about it, to think about it. Women do not want … an in-your-face sales pitch. Source: Kathleen Boyle, Wheat Boyle Butcher Singer

141. Women and Healthcare Women are … more dissatisfied, frustrated by the way they are treated and spoken down to by physicians, seek more information, are more pressed for time … and make 75% of health care decisions and control 2/3 of health care $$$$ [and constitute 2/3 of health care employees]. Source: Patricia Braus, Marketing Healthcare to Women

142. Not a Morality Play! “It is critical that we all understand that IBM is not marketing to women entrepreneurs because it is the thing to do, or even the right thing to do. We are marketing to women entrepreneurs because it is a huge opportunity.” Cherie Piebes

143. Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: It’s the Experience! S6: Women Rule! S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary!

144. Brand Outside Strategy 7 : Embracing an Age of Self-Determination

145. The Individual

146. DISTINCT … OR EXTINCT! “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

147. The Work

148. Enter … The WOW Project!* *The Project50

149. The Organization: [Talent] Seller’s Market

150. “A good plant engineer in a paper mill may create $100K to $300K in value per year. An outstanding software product developer may create a product worth $1M to $300M. Talented people are less likely to wait their turn. We used to view young people as trainees; now they are authorities. Arguably this is the first time the older generation can – and must – leverage the younger generation very early in their careers” Ed Michaels, War for Talent (05.17.00)

151. The Market: Fighting Sameness with Distinction

152. Quality Not Enough! “While everything may be better, it is also increasingly the same.” Paul Goldberger on retail, “The Sameness of Things,” The New York Times

153. Web World: POWER TO THE PEOPLE

154. Anne Busquet/ American Express Not: “Age of the Internet” Is: “Age of Customer Control”

155. I’net Freedom Manifesto I AM IN CHARGE HERE! I CAN DO WHATEVER I NEED OR WANT TO DO WHENEVER I WANT TO DO IT!

156. Women Get Respect … and Take Charge

157. $4.8T > Japan 9/27.5/3.6T > Germany

158. The Poor Get Respect

159. Grameen Bank/Bangladesh “It’s not people who aren’t credit- worthy. It’s banks that aren’t people worthy.” $2.3B to 2.3M [typical 1 st loan: $15.] 98% recovery rate [94% to women] 1/3 rd out of poverty; 1/3 rd up to non- poverty threshold Muhammad Yunus, Banker to the Poor

160. “The Grameen loan is not simply cash. It becomes a kind of ticket to self-discovery and self-exploration.” Muhammad Yunus

161. Self-Determination & Empowerment: Dealing in Hope

162. “A leader is a dealer in hope.” Napoleon

163. Sooooo … Is your strategy centered around customer-client empowerment & self- determination? Hint: This means letting go of traditional sources of power!

164. Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: It’s the Experience! S6: Women Rule! S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary!

165. Brand Outside Strategy 8 : Think Global!

166. THE EIGHT “RULES”

167. Rule #1 If “it” is [truly] good … then it’s good enough for … THE WORLD.

168. Rule #2 There’s no such thing as “too small to be global.”

169. Rule # 3 When? Now.

170. Rule #4 Hang out … vigorously!

171. Rule #5 Seek Talent! Send Talent!

172. Rule #6 Find a [modest- sized] partner … who loves/ “gets” you!

173. Rule #7 Tailor!! [But don’t give away the store.]

174. Rule #8 You will not [likely] “get it right the first time”!

175. Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Re-invent with E-Commerce! S3: Fighting Back via Systems integration! S4: Design Matters! S5: It’s the Experience! S6: Women Rule! S7: Embracing an Age of Self-Determination! S8: Think Global! S9: Brand Power & Summary!

176. Brand Outside Strategy 9 & Summary: BRAND POWER!

177. Brand It! Now, More Than Ever! “The increasing difficulty in differentiating between products and the speed with which competitors take up innovations will assist in the rise and rise of the brand.” Gillian Law and Nick Grant, Management [New Zealand]

178. Scott Bedbury/ Nike, Starbucks “A Great Brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an emotional connecting point that transcends the product. “A Great Brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep - a fundamental appreciation of mythology. Stories create the emotional context people need to locate themselves in a larger experience.”

179. “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

180. Brand = You Must Care! “Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.” Tom Chappell, Tom’s of Maine

181. Branding; Call the Corporate Shrink! “Organizational Psychotherapy”/ WHO WE ARE!

182. Part I: Brand Inside Part II: Brand Outside Part III: Brand Leadership

183. Brand Leadership Passion Rules!

184. Brand Leadership! “A key – perhaps the key – to leadership is the effective communication of a story.” Howard Gardner Leading Minds: An Anatomy of Leadership

185. “Create a Cause, not a ‘business.’ ” Gary Hamel, Fortune (06.00), on re- inventing a company (Exemplar #1: Charles Schwab)

186. “Leadership is a performance. You have to be conscious of your behavior, because everybody else is.” Carly Fiorina

187. Brand Leadership: ENTHUSIASM RULES! “I am a dispenser of enthusiasm.”/ Ben Zander