1. Strategy For The 21 st Century Prometheus Process venturist ® incorporated Design The Future: Engrave The Precepts Scope the Environment Paint the Future Picture Engrave the Precepts Craft the Measures of Merit Design the Future Target for SuccessCampaign to WinFinish with Finesse

2. Strategy For The 21 st Century venturist ® incorporated Copyright Venturist®, Inc. 2001-2006 – All Rights Reserved Licensed To Advanced Micro Devices, Sunnyvale, CA and Austin, TX The Concept Of Guiding Precepts Guiding Precepts Align And Motivate Efforts of Everyone In An Organization In Agreed Ways. –Created In An Open Planning Environment Guiding Precepts Are About The Nature of What You Do, Not Necessarily About Its Effectiveness Guiding Precepts Capture Organization Philosophy Two Types of Guiding Precepts –Prime Directives and Rules of Engagement

3. Strategy For The 21 st Century venturist ® incorporated Copyright Venturist®, Inc. 2001-2006 – All Rights Reserved Licensed To Advanced Micro Devices, Sunnyvale, CA and Austin, TX The Concept Of Guiding Precepts

4. Strategy For The 21 st Century venturist ® incorporated Copyright Venturist®, Inc. 2001-2006 – All Rights Reserved Licensed To Advanced Micro Devices, Sunnyvale, CA and Austin, TX Guiding Precepts The Prime Directive Transcendent Guidelines: Behavioral Norms To Be Followed At Almost Any Cost (And Rewarded Accordingly) –Neither Rain, Nor Snow, Nor Dark Of Night Will Keep The Postman From His Appointed Rounds—Postal Service –The Customer Is Always Right—Nordstrom’s –Come Back Carrying Your Shield or Be Carried Upon It—Ancient Sparta –This Above All: Do No Harm—Hippocratic Oath

5. Strategy For The 21 st Century venturist ® incorporated Copyright Venturist®, Inc. 2001-2006 – All Rights Reserved Licensed To Advanced Micro Devices, Sunnyvale, CA and Austin, TX Prime Directives In War And Business In War –The Nature of The War You Intend To Fight –Limitations You Choose To Place On Yourself –Rules of Conduct In Business –The Essence of Your Organization –The Manner In Which You Will Operate –Rules of Conduct

6. Strategy For The 21 st Century venturist ® incorporated Copyright Venturist®, Inc. 2001-2006 – All Rights Reserved Licensed To Advanced Micro Devices, Sunnyvale, CA and Austin, TX Gulf War –Focus Against Saddam Hussein, Not Iraqi People –Keep Civilian Casualties and Damage To A Minimum –Keep Own Casualties To A Minimum –Fight Asymmetrically Illustrative Business –Get The Right People (Circuit City) –Build In Locations Most Convenient For Customers Regardless Of Cost –No Compromise With Flight Safety (US Airlines) Prime Directives In Operation

7. Strategy For The 21 st Century venturist ® incorporated Copyright Venturist®, Inc. 2001-2006 – All Rights Reserved Licensed To Advanced Micro Devices, Sunnyvale, CA and Austin, TX Rules of Engagement Gulf War Rules of Engagement (Air War)-- First Fighter Sweep –Phase I: Shoot Anything In Front of You –Phase II: Shoot With Positive Electronic ID –Phase III: Shoot Only With Visual ID –Phase IV: Don’t Shoot Without Higher Orders United Airlines Rules of Engagement—1999 –Offer The Lowest Fare Available –Notify Customers Of Known Delays –Provide On-Time Baggage Delivery –Handle Bumped Customers Fairly, Consistently Rules of Engagement Are Subordinate To Prime Directives, May Exist At Each Level, May Be Situational, And May Change Over Time

8. Strategy For The 21 st Century venturist ® incorporated Copyright Venturist®, Inc. 2001-2006 – All Rights Reserved Licensed To Advanced Micro Devices, Sunnyvale, CA and Austin, TX Sample Guiding Precepts Prime Directives –Act Like Your Mama Is On The Table (Surgical Supply Company) –No Bet-the-company Operations –Take Risks With Technology, Not With End Products –We Are In Business To Make Money, Have Fun, And To Make Our Stakeholders Successful –Dream, Believe, Dare, Do (Disney) Rules Of Engagement –We Will Engage In Business Opportunities That Create Significant Equity For All Concerned –Advocate And Deliver Solutions That Create Business Value –No Alcohol On IBM Aircraft (Pre-Gerstner) –We Will Operate Within A Balanced Budget –We Will Not Engage In Business That Is Not Profitable –Men Will Wear Suits During Business Hours (R. Kroc)

9. Strategy For The 21 st Century venturist ® incorporated Copyright Venturist®, Inc. 2001-2006 – All Rights Reserved Licensed To Advanced Micro Devices, Sunnyvale, CA and Austin, TX History Of Guiding Precepts Successful Use Of Guiding Precepts –Sparta (200 years)—Personal Bravery –Airlines (75 Years)—Flight Safety Failure To Have Or To Follow Guiding Precepts –Enron (5 Years)—Transactions Absence of Precepts Leads To Dissension, Schizophrenia, And Wasted Effort –Have Them, Use Them

10. Strategy For The 21 st Century venturist ® incorporated Copyright Venturist®, Inc. 2001-2006 – All Rights Reserved Licensed To Advanced Micro Devices, Sunnyvale, CA and Austin, TX The Guiding Precepts Fundamentals Ends Don’t Justify The Means The Conduct Leading To Realizing The Future Picture Should Be As Important As Getting There No Decisions Should Be Made In A Moral And Ethical Vacuum The Precepts Of An Organization Define Its Character Agreement And Commitment To Guiding Precepts—Prime Directives And Rules Of Engagement—Are Essential

11. Strategy For The 21 st Century Prometheus Process venturist ® incorporated Prometheus Process Engrave The Precepts Insights and Discussion