1. Tom Peters’ X25* EXCELLENCE. ALWAYS. ESPN/15August2007 PART 1 *In Search of Excellence 1982-2007

2. NOTE: To appreciate this presentation [and ensure that it is not a mess ], you need Microsoft fonts: “Showcard Gothic,” “Ravie,” “Chiller” and “Verdana”

3. “Excellence can be obtained if you:... care more than others think... care more than others think is wise;... risk more than others think is wise;... risk more than others think is safe;... dream more than others think is safe;... dream more than others think is practical;... expect more than others think is practical;... expect more than others think is possible.” is possible.” Source: Anon. (Posted @ tompeters.com by K.Sriram, November 27, 2006 1:17 AM)

4. “Strive for Excellence. Ignore success.” “Strive for Excellence. Ignore success.” —Bill Young, PR driver (courtesy Andrew Sullivan)

5. Tom Peters’ X25* EXCELLENCE. ALWAYS. ESPN/15August2007 PART 1 *In Search of Excellence 1982-2007

6. tompeters.com Final slide set will appear at … tompeters.com

7. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J CT/#1 WDCPs Rule! $10B/TP TP/64 Mrs Gibson 26/Team Dale C X/Cardinal ARF WDCP The Great One

8. Indy/No 100856/barbershop 66/RVN/McNally/Palmer/Bunker/McNally Dennis/Bobby & Ralph (FDR & WSC) Bill Jerry/Steve J CT/#1 WDCPs Rule! $10B/TP TP/64 Mrs Gibson 26/Team Dale C X/Cardinal ARF WDCP The Great One

9. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J CT/#1 WDCPs Rule! $10B/TP TP/64 Mrs Gibson 26/Team Dale C X/Cardinal ARF WDCP The Great One

10. Bill Walsh

11. Bill Walsh 1931 – 2007 102-63-1

12. Bill Walsh 1931 – 2007 3 Superbowl Wins (3-0)

13. Bill Walsh 1931 – 2007 He Re-invented Offensive Football

14. 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?)

15. Built to Change/Rock the World Built to Last vs Built to Change/Rock the World

16. SET THE AGENDA * Great Companies … SET THE AGENDA. * * “disturb the sleep of … ”

17. Built to Last v. Built to Flip “The problem with Built to Last is that it’s a romantic notion. Large companies are incapable of ongoing innovation, of ongoing flexibility.” “Increasingly, successful businesses will be ephemeral. They will be built to yield something of value – and once that value has been exhausted, they will vanish.” Fast Company

18. Bill Walsh 1931 – 2007 A Fine Human Being

19. W. Donald Schaefer 1921-Forever He Cared

20. Joe J. Jones 1942 – 2006 HE WOULDA DONE SOME REALLY COOL STUFF BUT … HIS BOSS WOULDN’T LET HIM!

21. Thomas J. Peters 1942-No rush ! “In Tom’s world, it’s 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

22. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J CT/#1 WDCPs Rule! $10B/TP TP/64 Mrs Gibson 26/Team Dale C X/Cardinal ARF WDCP The Great One

23. “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.” “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

24. 24%

25. Single greatest act of pure imagination

26. “ In-sane- ly-great”

27. Radically Thrilling Language! “Radically Thrilling.” —BMW Z4 (ad)

28. 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. 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

29. 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. Avoid moderation! 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!

30. “Normal” = “o for 800”

31. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J X25 CT/#1 WDCPs Rule! $10B/TP TP/64 Mrs Gibson 26/Team Dale C X/Cardinal ARF WDCP The Great One

32. Synonyms Purity Transcendence Virtue Elegance Majesty Antonyms Mediocrity

33. Excellence1982: The Bedrock “Eight Basics” 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” Properties”

34. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J CT/#1 WDCPs Rule! $10B/TP TP/64 Mrs Gibson 26/Team Dale C X/Cardinal ARF WDCP The Great One

35. Basement Systems Inc. Basement Systems Inc.

36. *Basement Systems Inc. *Larry Janesky * Dry Basement Science (115,000!) *1993: $0; 2003: $12M; 2006: $50,000,000+

37. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J CT/#1 WDCPs Rule! $10B/TP Mrs Gibson 26/Team Dale C X/Cardinal ARF WDCP The Great One

38. <$20 Trapper: <$20 per beaver pelt. Source: WSJ

39. wdcp/“Wildlife Damage-control Professional”: $150 to “remove” “problem beaver”; $750-$1,000 for flood-control piping … so that beavers can stay. Source: WSJ

40. 7X to 50X

41. E.g. … UTC/Otis + Carrier: boxes to “integrated building systems”

42. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J CT/#1 WDCPs Rule! $10B/TP TP/64 Mrs Gibson 26/Team Dale C X/Cardinal ARF WDCP The Great One

43. “This [adolescent] incident [of getting from point A to point B] is notable not only because it underlines Grant’s fearless horsemanship and his determination, but also it is the first known example of a very important peculiarity of his character : Grant had an extreme, almost phobic dislike of turning back and retracing his steps. If he set out for somewhere, he would get there somehow, whatever the difficulties that lay in his way. This idiosyncrasy would turn out to be one the factors that made him such a formidable general. Grant would always, always press on—turning back was not an option for him.” —Michael Korda, Ulysses Grant

44. Relentless: “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.” Relentless: “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

45. “incredible power of endurance” —p olitical colleague, on Nicolas Sarkozy, repeatedly written off by the public and the celestial powers of French politics (FT, 0515.07)

46. “ Success seems to be largely a matter of hanging on after others have let go.” —William Feather, author

47. Re- lent -less

48. 25 2,500 63 48 5,000,000 2,500,000 15

49. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J CT/#1 WDCPs Rule! $10B/TP TP/64 Mrs Gibson 26/Team Dale C X/Cardinal ARF WDCP The Great One

50. “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” —Dale Carnegie

51. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J CT/#1 WDCPs Rule! $10B/TP Mrs Gibson 26/Team Dale C ix/Cardinal TP/64 The Great One

52. “Forget China, India and the Internet : Economic Growth Is Driven by Women.” “Forget China, India and the Internet : Economic Growth Is Driven by Women.” —Headline, Economist, April 15, 2006, Leader, page 14

53. Women’s Trifecta+ *Buy *Wealth *Lead + ECLIPSE OF MALES Women’s Trifecta+ *Buy *Wealth *Lead + ECLIPSE OF MALES (Old/Retire; Young/Poorly educated)

54. “Girls are the new boys.” Source: The Daily Mail, 0425.2007, “Why today’s women want a girl”

55. “Boys Falling Seven Years Behind Girls at GCSE Level” Not Just America … “Boys Falling Seven Years Behind Girls at GCSE Level” —headline, Weekly Telegraph, UK, 10.25.06

56. “Women are the majority market” —Fara Warner/The Power of the Purse

57. Women 80% 53% 80% 60%+ 60% 51% 70% Women Household spending: 80% Investment decisions: 53% Home improvement purchase decisions: 80% New cars: 60%+ Computers: 60% Managers and professionals, overall: 51% New businesses started: 70%* (*Women-owned businesses as a share of all new businesses: Employee growth, 3X; Sales growth, 4X.) Source: Marti Barletta, PrimeTime Women (2007)

58. ???? 80%

59. Riding Lawnmowers

60. 1970-1998 Men’s median income: +0.6% Women’s median income: + 63% Source: Martha Barletta, Marketing to Women

61. 91% women: “ADVERTISERS DON’T UNDERSTAND US.” (58% “ANNOYED.”) Source: Greenfield Online for Arnold’s Women’s Insight Team (Martha Barletta, Marketing to Women)

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

63. Selling to men: The TRANSACTION Model Selling to Women: The RELATIONAL Model Source: Selling to Men, Selling to Women, Jeffery Tobias Halter

64. 10 UNASSAILABLE REASONS WOMEN RULE Women make [all] the financial decisions. Women control [all] the wealth. Women [substantially] outlive men. Women start most of the new businesses. Women’s work force participation rates have soared worldwide. soared worldwide. Women are closing in on “same pay for same job.” job.” Women are penetrating senior ranks rapidly [even if the pace is slow for the corner [even if the pace is slow for the corner office per se]. office per se]. Women’s leadership strengths are exceptionally well aligned with new organizational effectiveness & aligned with new organizational effectiveness & value-added imperatives. value-added imperatives. Women are better salespersons than men. Women buy [almost] everything—commercial as well as consumer goods. as well as consumer goods. So what exactly is … the point of men?

65. For a number of observers, we have already entered the age of ‘womenomics,’ the economy as thought out and practiced by a woman.” “One thing is certain: Women’s rise to power, which is linked to the increase in wealth per capita, is happening in all domains and at all levels of society. Women are no longer content to provide efficient labor or to be consumers with rising budgets and more autonomy to spend. … This is just the beginning. The phenomenon will only grow as girls prove to be more successful than boys in the school system. For a number of observers, we have already entered the age of ‘womenomics,’ the economy as thought out and practiced by a woman.” —Aude Zieseniss de Thuin, Financial Times, 10.03.2006

66. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J CT/#1 WDCPs Rule! $10B/TP Mrs Gibson 26/Team Dale C X/Cardinal TP/64 The Great One

67. BOOMERS. GEEZERS. MONEY. ALL. NOW.

68. !!!!!!!!!!!!!!!!! “People turning 50 today have more than half of their adult life ahead of them.” “People turning 50 today have more than half of their adult life ahead of them.” —Bill Novelli, 50+: Igniting a Revolution to Reinvent America

69. We are the Aussies & Kiwis & Americans & Canadians. We are the Western Europeans & Japanese. We are the fastest growing, the biggest, the wealthiest, the boldest, the most (yes) ambitious, the most experimental & exploratory, the most different, the most indulgent, the most difficult & demanding, the most service & experience obsessed, the most vigorous, (the least vigorous) the most health conscious, the most female, the most profoundly important commercial market in the history of the world—and we will be the Center of your universe for the next twenty-five years. We have arrived!

70. Boomers’-Geezers’-Women’s Trifecta+ *Buy/all *Wealth/all *time left/ lots *Eclipse of males/retire-die

71. 80,000,000* * N America, W Europe, Japan (800,000,000)

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

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

74. -1% +21% +47% 2000-2010 Stats 18-44: -1% 55+: +21% (55-64: +47% )

76. See me. Watch me. respect me. Suck up to me. Serve me. Love me. Love my longevity. Love my m-o-n-e-y.

77. Elizabeth Cady Stanton (more or less) (circa 0331.2007)

78. See “her.” Watch her. respect her. Be obsequious to her. Serve her. Love her. Love her long longevity. Love her m-o-n-e-y. (which is damn near a-l-l the mon-$$$$$$.) the mon-$$$$$$.)

79. 13 7 Average # of cars purchased per household, “lifetime”: 13 Average # of cars bought per household after the “head of household” reaches age 50: 7 Source: Marti Barletta, PrimeTime Women

80. Median Household Net Worth 55-64: $112K 65-69: $114K 70-74: $120K Median Household Net Worth 74: $100K Source: U.S. Census

81. “New Customer Majority” 44-65: “New Customer Majority” * *45% larger than 18-43; 60% larger by 2010 Source: Ageless Marketing, David Wolfe & Robert Snyder

82. Which is pretty weird when you consider age 50 is right about when people who have worked all their lives start to have some money to spend.” “Fifty-four years of age has been the highest cutoff point for any marketing initiative I’ve ever been involved in. Which is pretty weird when you consider age 50 is right about when people who have worked all their lives start to have some money to spend.” —Marti Barletta, PrimeTime Women

83. “While Fox’s overall ratings are down about 6% from last year, the network has moved from fourth place into first among viewers from ages 18 to 49, which all the networks other than CBS Translation … “While Fox’s overall ratings are down about 6% from last year, the network has moved from fourth place into first among viewers from ages 18 to 49, which all the networks other than CBS define as the only competition that counts.” * —NYT/11.01.2004* * Translation … dumb./ ignorant./ stupid./ all three.

84. Brand Loyalty: Stable or Unstable/Fickle? Serial Monogamy: A Personal Odyssey Tom Peters/0411.07 Brand Loyalty: Stable or Unstable/Fickle? Serial Monogamy: A Personal Odyssey Tom Peters/0411.07

85. “The mature market cannot be dismissed as entrenched in its brand loyalties.” —Carol Morgan & Doran Levy, Marketing to the Mindset of Boomers and Their Elders

86. “Advertisers pay more to reach the kid because they think that once someone hits middle age he’s too set in his ways to be susceptible to advertising. … In fact, this notion of impressionable kids and hidebound geezers is little more than a fairy tale, a Madison Avenue gloss on Hollywood’s cult of youth.” — James Surowiecki (The New Yorker/04.01.2002)

87. Beer: National Boh to Bud to Anchor Steam to Zilch Car: Chevrolet (1942-1962) to misc to Subaru Biz Clothes: Various warehouses to Brooks to Nordstrom to Milan Biz: Big (U.S. Navy, McKinsey) to Small (de facto self-employed) Sports clothes: Misc-cheap to Northface Spouse: “Sexy broad” (wife #1) to Best friend/Brainy (+sexy) School: Cornell to Stanford to RISD (Go Nads!) Pens: Cross to Bic Food: Safeway to Whole Foods Music: Beatles to Queen Home Furnishings: With it to Comfortable Home: SF Bay Area to West Tinmouth VT Favorite sport: Lacrosse-Crew to Speed Walking-Trekking-Rowing Favorite MLB, NFL: Orioles- Baltimore Colts to A’s-Raiders (Warriors!) Favorite magazine: Life to Wired Favorite media: Print-Radio to Web-Radio Favorite airline: TWA to American to Lufthansa Home: East to West Vacations: USA to New Zealand Price: Cheap to Varied (Wal*Mart to Milan) Hotel: Ramada/Holiday Inns to Four Seasons/Leading Hotels Restaurants: McDonald’s to Hole in the wall Stores: Misc/Big to Little shops Loyalty: Serial monogamy (just as loyal now as then; “love ’em, then leave ’em”)

88. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J CT/#1 WDCPs Rule! $10B/TP TP/64 Mrs Gibson 26/Team Dale C X/Cardinal ARF WDCP The Great One

89. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J CT/#1 WDCPs Rule! bonus $10B/TP TP/64 Mrs Gibson 26/Team Dale C X/Cardinal ARF WDCP The Great One

90. The Black Swan: The Impact of the Highly Improbable Nassim Nicholas Taleb

91. 1982 (-) = 200 Years (+)

92. 1982/Default Latin America = 200 years [Total historical earnings] The Black Swan: The Impact of the Highly Improbable, Nassim Nicholas Taleb

93. This book will (should!) change your life. TP: This book will (should!) change your life.

94. Siegfried and Roy = 1,000X [gambling variability] The Black Swan: The Impact of the Highly Improbable, Nassim Nicholas Taleb

95. 10/50/50* *10 days in 50 years = 50% returns The Black Swan: The Impact of the Highly Improbable, Nassim Nicholas Taleb

96. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J CT/#1 WDCPs Rule! bonus $10B/TP TP/64 Mrs Gibson 26/Team Dale C X/Cardinal ARF WDCP The Great One

97. blog.

98. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J CT/#1 WDCPs Rule! $10B/TP TP/64 Mrs Gibson 26/Team Dale C X/Cardinal ARF WDCP The Great One

99. “You miss 100% of the shots you never take.” —WayneGretzky “You miss 100% of the shots you never take.” —Wayne Gretzky

100. try it. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Screw it up. Try it. Try it. Try it. Try it. Try it. Try it. Try it. Screw it up. it. Try it. Try it. try it. Try it. Screw it up. Try it. Try it. Try it.

101. What makes God laugh?

102. People making plans!

103. “ It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” “ It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” —Charles Darwin

104. do things.

105. “We have a ‘strategic plan.’ It’s called doing things.” “We have a ‘strategic plan.’ It’s called doing things.” — Herb Kelleher

106. drill.

107. you only find oil if you drill wells. “ 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

108. try things.

109. “We made mistakes, of course. Most of them were omissions we didn’t think of when we initially wrote the software. We fixed them by doing it over and over, again and again. We do the same today. While our competitors are still sucking their thumbs trying to make the design perfect, we’re already on prototype version # 5. By the time our rivals are ready with wires and screws, we are on version ready with wires and screws, we are on version # 10. It gets back to planning versus acting: We act from day one; others plan how to plan— for months.” —Bloomberg by Bloomberg # 10. It gets back to planning versus acting: We act from day one; others plan how to plan— for months.” —Bloomberg by Bloomberg

110. “You can’t be a serious innovator unless and until you are ready, willing and able to seriously play. ‘Serious play’ is not an oxymoron; it is the essence of innovation.” —Michael Schrage, Serious Play

111. S.A.V.

112. “Learn not to be careful.” Careful = The sidelines “Learn not to be careful.” —Photographer Diane Arbus to her students (Careful = The sidelines, from Harriet Rubin in The Princessa)

113. Try Lots of things.

114. 6:15A.M.

115. “But it’s only 2am!”

116. “Where are you going? … But it’s only 2am. … You see, you can live your life at 120 miles an hour, and that’s pretty impressive. But it’s not good enough. Unless you live at 150 miles an hour, the world will pass you by,” HRH Prince Alwaleed* *1 day: 573 people met separately, 200 phone calls, 100 text messages, etc Source: “Prince Alwaleed, Inside the private world of the Middle East’s most powerful investor” cover story, The Business, 0519.07

117. Screw. things. Up.

118. “Fail. Forward. Fast.” “Fail. Forward. Fast.” High Tech CEO, Pennsylvania

119. Sam’s Secret #1!

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

121. “If people tell me they skied all day and never fell down, I tell them to try a different mountain.” —Michael Bloomberg (BW/0625.07)

122. Whoever Makes the Most Mistakes Wins: The Paradox of Innovation Read This! Richard Farson & Ralph Keyes: Whoever Makes the Most Mistakes Wins: The Paradox of Innovation

123. 0 for 60 China. Iran/79. USSR/bomb/49. Eastern Europe/90. S Korea/50. Cuba/62. Arab- Israeli/73. Afghanistan/79. USSR/1989. Kuwait/90. India/98. WMDs/02-03. Etc. Source: Legacy of Ashes* ** —Tim Weiner *Eisenhower, on the CIA **“The agency has a great reputation but a terrible record.”—Donald Gregg, nat’l security advisor, VP Bush

124. Indy/No 56/barbershop SPMD 66/RVN/DMcN, JP, _Bu, McN Dennis/Bobby & Ralph Free Tickets Bill Jerry/Steve J CT/#1 WDCPs Rule! $10B/TP TP/64 Mrs Gibson 26/Team Dale C X/Cardinal ARF WDCP The Great One

125. “You miss 100% of the shots you never take.” —WayneGretzky “You miss 100% of the shots you never take.” —Wayne Gretzky

126. “[other] admirals more frightened of losing than anxious to win” On NELSON: “[other] admirals more frightened of losing than anxious to win”

127. “ Do one thing every day that scares you.” “ Do one thing every day that scares you.” —Eleanor Roosevelt

128. GERONIMO!’ "Life is not a journey to the grave with the intention of arriving safely in one pretty and well preserved piece, but to skid across the line broadside, thoroughly used up, worn out, leaking oil, shouting ‘GERONIMO!’ ” —Bill McKenna, professional motorcycle racer (Cycle magazine 02.1982)