1. GlobalShop 2000 Chicago 3.27.00

2. Getting Right Down to Brass Tacks … Bricks & Mortar? Clicks & Mortar? All Clicks All the time?

3. #1: ANY IDIOT WHO THINKS CONSUMERS ARE GOING TO GIVE UP THE IN-STORE SHOPPING EXPERIENCE FOR THE INTERNET IS JUST THAT. AN IDIOT.

4. #2: ANY IDIOT WHO THINKS WE ARE STILL GOING TO BE HANGING OUT IN STORES 15 YEARS FROM NOW IS JUST THAT. AN IDIOT.

5. TP: ANY IDIOT WHO THINKS THEY KNOW WHICH ONE OF THE ABOVE TWO STATEMENTS IS TRUE IS JUST THAT. AN IDIOT.

6. Hen scratches @ 37,000 feet …

7. Microsoft = R.O.W. Microsoft > GM + Ford + Boeing + Lockheed Martin + Deere + Caterpillar + USX + Weyerhaeuser + Union Pacific + Kodak + Sears + Marriott + Safeway + Kellogg Source: Business Week data through 5-99

8. Microsoft = R.O.W. (II) Microsoft > GM + Ford Boeing + Lockheed Martin + Deere + Caterpillar + USX + Weyerhaeuser + Union Pacific + Kodak + Sears + Marriott + Safeway + Kellogg + McDonald’s + Bank One + General Mills + American Airlines + United Airlines + + Delta Air Lines + US Airways + Quaker Oats Source: Yastrow Marketing (through 11-23-99)

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

10. Just Say No … “I don’t intend to be known as the ‘King of the Tinkerers.’ ” CEO, large financial services company (New York, 5-99)

11. 64/24

12. Goal?

13. “It means nothing less than the total reinvention of this company.”

14. Jacques’ New New Ford Ford + MSN CarPoint Ford + Yahoo! Ford + Oracle Ford + HP/MCIWorldcom Etc. Etc.

15. TP2000: A Broken Record GE Power Systems Anheuser Busch FitLinxx Yellow Freight Fidelity Time Inc. American Medical Association

16. Web Total Reinvention Consumer Control Speed Terror/ Opportunity Brand Power

17. “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)

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

19. S.A.V.

20. Seminar Y2K Brand Everything : Distinct or Extinct!

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

22. “Steve Ross had a wonderful philosophy: People get fired for not making mistakes.” Bob Pittman

23. C.E.O. to C.D.O.

24. Brand Inside 1 Brand Org!

25. And Now the Equivalent … White Collar Revolution!

26. “The coefficient of friction associated with the grunge of business is amazing!” Michael Schrage

27. “Assetless Company” J.B.

28. RR on 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.”

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

30. Brand Inside 2 Brand Work!

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

32. “You really got to me. So many of our information technology projects take on a life of their own, and I know they’ll never end up as more than ‘mediocre successes.’ ” CEO, F100 financial services company (10-98)

33. “Every project we take on starts with a question: How can we do what’s never been done before?” Stuart Hornery, CEO, Lend Lease

34. Brand Inside 3 Brand You!

35. 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

36. “You are the storyteller of your own life, and you can create your own legend or not.” Isabel Allende

37. The Cluetrain Manifesto Recommends … Relax! Have a sense of humor! Find your voice and use it! Tell the truth! Don’t panic! Enjoy yourself! Be Brave! Be curious! Play more! Dream always! Listen up! Rap on!

38. Brand Inside 4 Brand Talent!

39. Issue Y2K The Great War for Talent!

40. There is no “talent shortage” … if … you are a GPTW* *Great Place To Work

41. “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

42. Axiom: Never hire anyone without an aberration in their background. (Find the One Ton Cookie Man!)

43. Talent = Brand

44. Brand Outside = Brand Inside

45. “Consumers don’t simply buy products, they buy attitudes as well. When confronted with proliferation and diversity, choices become increasingly informed by belief. [Consumers] want to know who is behind the products that they buy. They want to know the company. They want to know what you think.” Jesper Kunde, Corporate Religion

46. Culture Change is not “Corporate.” Culture Change is not a “Program.” Culture change does not take “Years.” Culture Change does not start “Today.” Culture Change starts Right Now! Culture Change Lives in the Moment! Culture Change is Entirely in Your Hands!

47. Brand Outside Context: No “Commodities”!

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

49. 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

50. “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

51. The “10X/10X Phenomenon” 10 Times Better/ 10 Times Less Different

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

53. Pretzel Crumb-less-ness Plus … “The Ritz Carlton Experience enlivens the senses, instills well-being and fulfills even the unexpressed wishes and needs of the guest.” from the Ritz Carlton Credo

54. “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

55. Brand Outside Strategy 1 : Lead the Customer!

56. “The customer is a rear view mirror, not a guide to the future.” George Colony, Forrester Research “If you worship at the throne of the voice of the customer, you’ll get only incremental advances.” Joseph Morone, President, Bentley College

57. Good = Bad/ 1 of 30,000 “We are crazy. We should do something when people say it is ‘crazy.’ If people say something is ‘good’, it means someone else is already doing it.” Hajime Mitarai, Canon

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

59. Brand Outside Strategy 2 : Use E-Commerce to Re-invent the Business!

60. $35,000,000. = ???

61. Dell’s Web sales … daily

62. 2X = 100 days (Internet traffic) 2X = 9 months (network capacity) Source: Red Herring (1-00)

63. I-24 to 1-28: BizRate.com Online Shopping Index [Consumer Goods] 52 Weeks: +622% Source: The Industry Standard/02-00

64. Tomorrow Today: Cisco! $7B of $10B Save $500M (service and tech support) C.Sat e >> C.Sat H Customer Engineer Chat Rooms ($1B?)

65. W.W. Grainger* 2X phone/fax *$220B “MRO” market (per Business 2.0/02-00)

66. 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

67. Shop in your Underwear Source: SM’d logo for www.ae.com ae = American Eagle Outfitters

68. Psych 101: Strongest Force on Earth? My need to be in perceived control of my universe!

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

70. “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

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

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

73. Jargon Bath! Bureaucracy free … Systemically integrated … Internet intense … Knowledge based … Time and location free … “Instantly” responsive … Customer centric … Mass customization enabled.

74. Translation … Bureaucracy free = Flat org, no B.S. Systemically integrated = Whole supply chain tightly wired/ friction free Internet intense = Do it all via the Web Knowledge based = Open access Time and location free = Whenever, wherever “Instantly” responsive = Speed demons Customer centric = Customer calls the shots Mass customization enabled = Every product and service rapidly tailored to client requirements

75. The Final Word … “Banking is necessary. Banks are not.” Dick Kovacevich, CEO, Wells Fargo Bank

76. Brand Outside Strategy 3 : Design Rules!

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

78. 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

79. Object of Desire! “Every now and then, a design comes along that radically changes the way we think about a particular object. Case in point: the iMac. Suddenly, a computer is no longer an anonymous box. It is a sculpture, an object of desire, something that you look at.” Katherine McCoy, Michael McCoy, Illinois Institute of Technology

80. 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

81. Brand Outside Strategy 4 : It’s the Experience!

82. “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

83. Safe, On Time and … “We defined personality as a market niche. We seek to amuse, to surprise, to entertain.” Herb Kelleher, Main Man, LUV Airlines

84. 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

85. BEWARE THE SHEEP SYNDROME!* *This is “soul work.”

86. Brand Outside BRAND POWER!

87. 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]

88. “Corporate Religion is a completely new way of thinking about companies. Today, the product is still the main communication highway in the company. When companies make the shift to selling solutions, brands and attitudes … communicating the company’s attitudes and values becomes the decisive parameter for success. It demands that you find out who you are as a company.” Jesper Kunde, Corporate Religion

89. “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

90. “In the funky village, real competition no longer revolves around marketshare. We are competing for attention – mindshare and heartshare.” Kjell Nordstrom and Jonas Ridderstrale, Funky Business

91. Bill Ford’s Passions!

92. Design Revisited/ Design as Principal Brand Statement Overall point of view/ Story Soul Integrated/ Inclusive/ NOT PIECEMEAL Yes/ or No/ not Maybe

93. Rules of Radical Marketing Love + Respect Your Customers! Just Say No … to Market Research! Hire only Passionate Missionaries! Create a Community of Customers! Celebrate Craziness! Be insanely True to the Brand! Sam Hill & Glenn Rifkin, Radical Marketing (e.g., Harley, Virgin, The Dead, HBS, NBA)

94. Brand Leadership Lead Out Loud!

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

96. Ann Richards’ Dogma Show up! Know your message! PUT YOURSELF AT RISK EVERY DAY!

97. How sweet it is !