1. Tom Peters’ Excellence: The Relentless Pursuit of Dramatic Difference! NAPA/Atlanta/09FEB2006

2. Slides at … tompeters.com

3. New world.

4. THREE BILLION NEW CAPITALISTS —Clyde Prestowitz

5. Business Mantra #1* of the ’00s: DON’T TRY TO COMPETE WITH WAL*MART ON PRICE OR CHINA ON COST! *Mantra #2: See Mantra #1

6. No option.

7. “If you don’t like change, you’re going to like irrelevance even less.” —General Eric Shinseki, Chief of Staff. U. S. Army

8. No option.

9. Best is not good enough!* *“Non-linear”:Tiger/Lance/Mike Leach/Dell/Wal*Mart/etc

10. Program06* Study more Renew more Tailor more Offer more Listen more Market more Practice more Challenge more Socialize more Smile more Follow-up more Plan execution more Cost control more *Thanks, Mr President

11. “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 /October2003

12. Tragic.

13. Franchise Lost! TP: “ How many of you [600] really crave a new Chevy?” NYC/IIR/061205

14. Sad.

15. This is not a “mature category.”

16. This is an “undistinguished category.”

17. A B C D E Avg Toilets 0 1 6 5 5 D Gen’l Cleanliness 1 2 8 5 1 C- Speed 4 6 5 2 0 B Attitude 1 3 8 4 1 C Overall “Experience” 0 3 9 5 0 C- TOTAL 6 15 36 21 7

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

19. Fight ’til Death! “I thought, ‘What a dreadful mission I have in life.’ I’d love to get six-thousand restaurants up to spec, but when I do it’s ‘ Ho-hum.’ It’s bugged me ever since. It’s one of the great paradoxes of modern business. We all know distinction is key, and yet in the last twenty years we have created a plethora of ho-hum products and services. We swim in an ocean of ho-hum, and I’m going to fight it. I’m going to die fighting it.” — Barry Gibbons

20. But.

21. “ It” can be done.

22. $798

26. $415/SqFt/Wal*Mart $798/SqFt/Whole Foods

27. 4X: “At London Drugs, everyone cares about everything.” —Wynne Powell

28. 7X. 730A- 800P. F12A.* *’93-’03/10 yr annual return: CB: 29%; WM: 17%; HD: 16%. Mkt Cap: 48% p.a.

30. A “Life Success Company” * 1000-4/372

31. No Excuses: #1* 84%: Grocery stores “are all alike” 46%: additional spend if customers have an “emotional connection” to a grocery store rather than “are satisfied” (Gallup) “Going to Wegmans is not just shopping, it’s an event.” —Christopher Hoyt, grocery consultant “You cannot separate their strategy as a retailer from their strategy as an employer.” —Darrell Rigby, Bain & Co. * 100 Best Companies to Work for/Fortune/2005

32. Only One Answer.

33. “Get better” vs “Get different”

34. “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

35. Winning.

36. Up, Up, Up, Up, Up the Value-added Ladder.

37. The (Old) “Value-added Ladder”: Stuff Goods Raw Materials

38. The Value-added Ladder: Stuff plus Transactions Services Goods Raw Materials

39. Rock their world.

40. And the “M” Stands for … ? Gerstner’s IBM: “Systems Integrator of choice.” (BW) IBM Global Services : $55B

41. “Big Brown’s New Bag: UPS Aims to Be the Traffic Manager for Corporate America” —Headline/BW/07.19.2004

42. The Value-added Ladder Gamechanging Solutions Services Goods Raw Materials

43. Static/Imitative Integrity. Quality. Excellence. Continuous Improvement. Superior Service (Exceeds Expectations.) Completely Satisfactory Transaction. Smooth Evolution. Market Share. Dynamic/Different Dramatic Difference! Disruptive! Insanely Great! (Quality++++) Life-(Industry-)changing Experience! Game-changing! WOW! Surprise! Delight! Breathtaking! Market Creation!

44. “The only reason to give a speech is to change the world.” —JFK

45. Experience it.

46. “ 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

47. 2%/50%

48. 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

49. 2%/50%

50. The Value-added Ladder Awesome Experiences Gamechanging Solutions Services Goods Raw Materials

51. “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

52. “The [Starbucks] Fix” Is on … “We have identified a ‘third place.’ And I really believe that sets us apart. The third place is that place that’s not work or home. It’s the place our customers come for refuge.” Nancy Orsolini, District Manager

53. Beyond the “Transaction” Mentality “Good hotel”/ “Happy guest” vs. “Great Vacation”/ “Great Conference”/ “Operation Personal Renewal” “Good to Be Home”

54. Dream it.

55. 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

56. “The Ritz-Carlton experience enlivens the senses, instills well- being, and fulfills even the unexpressed wishes and needs of our guests.” — from the Ritz-Carlton Credo

57. Experience Ladder Dreams Come True Awesome Experiences Gamechanging Solutions Services Goods Raw Materials

58. IBM, UPS … Dream Merchants !

59. Love it.

60. “ Brands have run out of juice. They’re dead.” —Kevin Roberts/Saatchi & Saatchi

61. Kevin Roberts: Lovemarks !

66. Tattoo Brand : What % of users would tattoo the brand name on their body?

67. Top 10 “Tattoo Brands”* Harley.… 18.9% Disney.... 14.8 Coke …. 7.7 Google.... 6.6 Pepsi.... 6.1 Rolex …. 5.6 Nike …. 4.6 Adidas …. 3.1 Absolut …. 2.6 Nintendo …. 1.5 *BRANDsense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, Martin Lindstrom

68. Lovemarks Dreams Come True Awesome Experiences Gamechanging Solutions Services Goods Raw Materials

69. “What Isn’t Matter Is What Matters” —section title, Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld, James Twitchell

70. Gas ……………… $1.75 per gallon Lipton Iced Tea.. $9.52 per gallon Ocean Spray …... $10.00 Gatorade ……….. $10.17 Diet Snapple …... $10.32 Milk ……………… $12.72 Evian water ……. $21.19* STP brake fluid.. $33.60 Pepto-Bismol ….. $123.20 Vicks NyQuil …... $178.13 *”MESSAGE IN A BOTTLE: Our thirst for bottled water has created a $US46 billion global market—and New Zealand is infiltrating the once European-dominated industry with our own clean, green offerings”—article title, Air New Zealand magazine Source: Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld, James Twitchell (2004)

71. Bonus.

72. ????????? Home Furnishings … 94% Vacations … 92% (Adventure Travel … 70%/ $55B travel equipment) Houses … 91% D.I.Y. (major “home projects”) … 80% Consumer Electronics … 51% (66% home computers) Cars … 68% (90%) All consumer purchases … 83% Bank Account … 89% Household investment decisions … 67% Small business loans/biz starts … 70% Health Care … 80%

73. 2000-2010 Stats 18-44: -1% 55+: +21% (55-64: +47%)

74. The Perfect Answer Jill and Jack buy slacks in black…

76. Lead as if your life depended on it.

77. Make a Difference !

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

79. Go for the Gold !

80. “Beware of the tyranny of making Small Changes to Small Things. Rather, make Big Changes to Big Things.” —Roger Enrico, former Chairman, PepsiCo

81. “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

82. Dispense Enthusiasm !

83. “Nothing is so contagious as enthusiasm.” —Samuel Taylor Coleridge

84. Pursue Excellence!

85. 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

86. “Insanely Great”

87. PSF! Donnelly’s Weatherstrip Service Weymouth MA

88. “The ancient Greek definition of happiness was the full use of your powers along lines of excellence.” — JFK

89. Dream!

90. “ the wildest hallucinations of a moonstruck mind” —The Federalist on TJ’s Louisiana Purchase

91. Avoid Moderation!

92. “You can’t behave in a calm, rational manner. You’ve got to be out there on the lunatic fringe.” — Jack Welch

93. !