精品英语文档：XAlwaysLONG141913October.ppt

1、Tom PetersEXCELLENCE. ALWAYS.XAlways.LONG.1419.13October2006,X.AL.EXCELLENCE. ALWAYS.,Slides* at *also “long”,tom peters “excellence. Always.”1. Excellence! Always!2. context. 3,000,000,000 new capitalists!3. Innovate or die!4. Revenue Matters Most!5. Up+Up+Up+up the “Value-added Ladder”! (commodity

2、 to “ gamechanging solution” to “breathtaking experience” to “lovemark”)6. Make . Much. Money. Damn it! (women-Boomers-geezers)7. Action!/Try It!/Execution!8. Best “roster” wins!9. Emotional Leadership!/ Leading for excellence!10. Excellence! Always!,The Irreducible209+/The Sales122/ 60TIBs/Tom-A-to

3、, Tom-ah-to,A frustrated participant at a seminar for investment bankers in Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter, Gary Hamel, Jim Collins, etc. Finally, hed had enough. “What, if anything,” he asked, “do you believe for sure?” I mumbled som

4、ething, but his query started rumbling around in my mind. Three days later, wandering on a Sunday in London, the idea of “the irreducibles” occurred to meand I started jotting down notes on stuff I do indeed believe “for sure.” Before I knew it, a few days later, the list had grown to 209 items. Hen

5、ce “The Irreducible209” that follows.Tom Peters,1. Hare 1, Tortoise 0. (Hare-y times.) 2. Tempo. (O.O.D.A.) 3. MBWA. 4. Appreciation. (“Motivator” #1.) (Cant be faked. Good.) 5. Decency. 6. Hurry. 7. Time out. 8. One matters. 9. Big change. Short time. (Alt not work.) 10. Excellence. Always. 11. Pas

6、sion. Energy. Hustle. Enthusiasm. Exuberance. (Move mountains. No alt.) 12. You must care. 13. Emotion. 14. Hard is soft. (Soft is hard.),EXCELLENCE. ALL YOU NEED TO KNOW.,25,. “Everyone lives by selling something.” Robert Louis Stevenson,A Few Biases You Should Know About*I am not a macro-economist

7、.*I am wholly biased by 30 years (1970-2000) in Silicon Valley.*I would rather work for eBay than BankAmerica.*I believe that the Giant Merger Game is the single greatest waste of energy in the world of business.*Economies of scale are wildly over-rated.*I find the entire notion of “career” to be di

8、sturbing and a little silly.*I find the notion of “built to last” hilarious.*Between 1965 and 1980 I turned 179.9 degrees from “Mr Big Government” to “Mr Cool Entrepreneur.” (Thank you, Frank Perdue.)*Joseph Schumpeter (“gales of creative destruction”) and F.A. Hayek are my economist “gods”; JK Galb

9、raith is my bte noir.*“Innovation” is a wonderfully messy and that any lesser aspiration is unconscionable.,Execution. (Discipline.)Accountability.Action, a Bias for. (S.A.V./R.F.A.)Relentless.Experimentation. (“Innovate or Die.” “He who makes ”)Adaptability. (Plan B; “We eat ”)“In the moment.” (Ber

10、tolucci.)Senility.Exuberance.Fun.Technicolor. Wow! (Extreme Language.)Quest-Adventure.By Invitation.Talent. Roster. ($21M.)Weird. (Hangin Out + Bottlenecks.)D-squared/“Dramatic Difference.”Up-Up-Up the “VA Ladder.” Trifecta: Wow Projects-Brand You-PSF. (No Option.)Design.Women.4-40/D.E.A.615. (60TIB

11、s; IRR209.)EXCELLENCE.,TOM PETERS. THE “ERAS.”,TPs “23Passions”by date:1942-2006,BA* (R.F.A.) (*Behavior drives Attitude) 71-06Implementation = #1 73-77 (06) “Soft is Hard” (“Management Style”) 77-79 (06)(Org) StructureStrategy 77-83 (06)Strategy-Structure+/ “McKinsey 7-S” Model . 77-81 ActionPlanni

12、ng 74-06Mess = Reality . 77-06 Skunkworks/Skunks (“Offline” Innovation/Innovators) 84-91MBWA 80-85 (06)Excellence I 79-84Mid-size biz is cool 84-89 (06)Customer service 84-88Innovation 87-92Free trade/Hayek 90-92New Org Models 92-96PSF 92-06WOW! (WOW Projects) 93-06Brand You 94-00Design 94-06Women (

13、Markets-Leaders) 96-06EXCELLENCE II 06-?Healthcare (Quality-Wellness-PatientCentric) 06-?Exuberance-Passion (Soft is Hard) 42-06,TOM PETERS. THE “DAMN ITS.”,To The Mat: The “5 Damn Its”Women.PSF.Brand you.R.f.a.EXCELLENCE. ALWAYS.,M.I.A.Action! *Implementation! *The Work Itself! *R.F.A.*Execution*WO

14、W Projects!,“Never forget implementation boys. In our work its what I call the missing 98 percent of the client puzzle.” Al McDonald,TOM PETERS. THE DEAL.,Revolution-Transformation. (No long runs on Broadway-Senility.)“Soft”“Hard.” (Culture or Bust.)Execution-Action. (DoThink.)Clean Sheet of Paper.

15、(Web2.0, Transparency, New Org FormItinerant Potential Machines.)PSF-Brand You-Wow Projects.Up-Up-Up the VA Ladder. (Gamechanging Solutions-Eyepopping Experiences-Dream Merchants-Lovemarks.)Weird. (Innovation “Easy.”)Energy-Enthusiasm-Relentlessness.Excellence. Always.,Thats a Big Number .,THREE BIL

16、LION NEW CAPITALISTS Clyde Prestowitz,Schools 18 in 87 F100; 18 F100 “survivors” significantly underperformed the market; just 2 (2%), GE 12 (2.4%) of 500 outperformed the market from 1957 to 1997.Source: Dick Foster former Paramount exec, “Hollywoods Model Doesnt Produce Art, or Much Profit” (NYT/0

17、721.06),Did one of em ever turn to the other and say: “Wow, I wonder what unimaginable new tools, otherwise not possible, will be brought forth for my daughter Alice, age 17, because of this deal?”,Did one of em ever turn to the other and say: “Wow I wonder what unimaginable new tools, otherwise not

18、 possible, will be quickly brought forth for our customers because of this deal?”,VALUE ADDED #1,EXCELLENCE. STARTERS.BASICS.K.I.S.S.,P.P.C.E.E.E.,People.Product.Clients.Execution.Enthusiasm.Excellence.,“To me business isnt about wearing suits or pleasing stockholders. Its about being true to yourse

19、lf, your ideas and focusing on the essentials.” Richard Branson,BASICSK.I.S.S.,People.Product.Clients.Execution.Enthusiasm.Excellence.Resilience.,“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” Charles Darwin,BASICSK.I.S.S.,BAS

20、ICSK.I.S.S.,People.Product.Clients.Execution.Enthusiasm.Excellence.Resilience.Relentlessness.,“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,The reasonable man adapts himself to th

21、e world. The unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends upon the unreasonable man.” GB Shaw, Man and Superman: The Revolutionists Handbook.,“Success seems to be largely a matter of hanging on after others have let go.” William Feather, author*

22、(*c.f. Woody Allen: “90% of success is showing up.”),“The first 90% of a project takes 90% of the time. The last 10% takes the other 90% of the time.” Richard Templar, The Rules of Management,BASICSK.I.S.S.,BASICSK.I.S.S.,People.Product.Clients.Execution.Enthusiasm.Excellence.Resilience.Relentlessne

23、ss. Senility.,Forget“Learn”“The problem is never how to get new, innovative thoughts into your mind, but how to get the old ones out.” Dee Hock,“A pattern emphasized in the case studies in this book is the degree to which powerful competitors not only resist innovative threats, but actually resist a

24、ll efforts to understand them, preferring to further their positions in older products. This results in a surge of productivity and performance that may take the old technology to unheard of heights. But in most cases this is a sign of impending death.” Jim Utterback, Mastering the Dynamics of Innov

25、ation,Wanted* * : Corporate Senility! *Desperately! * “The problem is never how to get new, innovative thoughts into your mind, but how to get the old ones out.” Dee Hock,People.Product.Clients.Execution.Enthusiasm.Excellence.,People.Product.Invention.Senility.Quests.Try it. Screw it up.Clients.weir

26、dosExecution.Tempo.Relentlessness.Enthusiasm.Boldness.Character.Mbwa.Systems.Profit.Excellence.,People.Product.Invention.Senility.Quests.Try it. Screw it up.Clients.weirdosExecution.Tempo.Relentlessness.Enthusiasm.Boldness.Character.Mbwa.Systems.Profit.Excellence. Always.,EXCELLENCE. STARTERS.BASICS

27、.K.I.S.S.,EnthusiasmEnergyExuberanceVoracious CuriosityIrritability/Dis-satisfaction artistic inclination RelentlessnessSelf-reliance“Closer” (Execution) engagementexcellence,EXCELLENCE. STARTERS.BASICS.K.I.S.S.,The “4Es”,Enthusiasm! Exuberance! Execution!Excellence!,EXCELLENCE. STARTERS.BASICS.K.I.

28、S.S.,MBA-On-A-Single-SlideP = R - C,P = R C = MBA,P = R C = MBA = 25 = MBWA,EXCELLENCE. STARTERS.BASICS.K.I.S.S.,“One bank is currently claiming to leverage its global footprint to provide effective financial solutions for its customers by providing a gateway to diverse markets.” Charles Handy,“I as

29、sume that it is just saying that it is there to help its customers wherever they are.” Charles Handy,EXCELLENCE. THE WORD.,SynonymsPurityTranscendenceVirtueEleganceMajestyAntonymsMediocrity,To The Mat: The “5 Damn Its”Women.PSF.Brand you.R.f.a.EXCELLENCE. ALWAYS.,EXCELLENCE. GAMECHANGER.,Excellence1

30、982: 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”,ExIn*: 1982-2002/FDJIA: $10,000 yields $

31、85,000 EI: $10,000 yields $140,050 *Forbes/Excellence Index /Basket of 32 publicly traded stocks,EXCELLENCE. CIRCA 2006.,X06/Excellence2006: The Bedrock Bakers Dozen 1. A Bias For Action/Culture of Execution = Job One! 2. DECENTRALIZATION! ACCOUNTABILITY! 3. Fail. Forward. Fast. 4. Velocity! Tempo!

32、“Metabolic Management” Matters! 5. INNOVATE or Die. 6. A Damn Good Product. A Damn Cool Product. 7. Ride the Value Added Curve to the Sky: Insure “Gamechanging Solutions”; Provide “Spellbinding Experiences”; Become a “Dream Merchant”; Strive to Be a “Lovemark;” Seek “Tattoo Brand” status. 8. Relentl

33、essly Pursue the “Big Two” Markets: Women, Boomers $2.5B; fastest growing division; 19 acquisitions, including a bankSource: Fast Company,MasterCard Advisors,“Security devices” to “Turnkey security solutions” (A/C, elevators, DIY, photo shops, etc, etc),Home Depot Business ToolBox: Payroll processin

34、g. Credit card processing. Personnel paperwork. Mobile phones. Shipping. Health insurance. 12K customers (plumbers, electricians, small homebuilders and contractors). Source: Forbes, 0918.06,Gamechanging “Solutions”: Bet-the-CompanyIBMUPSXeroxMasterCardGEBestBuy,I. LAN Installation Co. (3%)II. Geek

35、Squad. (30%.)III. Acquired by BestBuy.IV. Flagship of BestBuy Wholesale “Solutions” Strategy Makeover.,Huge: Customer Satisfaction versus Customer Success,Up, Up, Up, Up the Value-added Ladder.,The Value-added Ladder/ STUFF N THINGSGoods Raw Materials,The Value-added Ladder/Stuff outsourcing is just

36、 another way of saying that youve become irrelevant to your customers.” John Battelle/Point/Advertising Age/07.05,Chicago:HRMAC,Sarah: “ Mom, what do you do?”Mom: “Im overhead.”,“support function” / “cost center”/ “overhead” or ,Are you “Rock Stars of the Age of Talent”,EXCELLENCE.SOLVE IT. NO OPTIO

37、N.PSF. (PSF+),Department Head to Managing Partner, IS HR, R $750-$1,000 for flood-control piping so that beavers can stay. * “Wildlife Damage-control Professional” Source: WSJ,VALUE ADDED #3B,The WOW! Project.,“Lets make a dent in the universe!” Steve Jobs,Your Current Project?1. Another days work/P

38、ays the rent.4. Of value.7. Pretty Damn Cool/Definitely subversive.10. WE AIM TO CHANGE THE WORLD. (Insane!/Insanely Great!/WOW!),“Astonish me!” (S.D).“Build something great!” (H.Y.).“Make it immortal!” (D.O.),If you are not prepared to be fired over your beliefs you are working on the wrong project

39、. TP,Will you actually remember it as worthwhile 10 years from now?” S.H.,You! = Your Project Portfolio!,A “position” is not an “accomplishment.” TP,WOW! Projects: Nuts wine Bob Stone; Jill Ker Conway; Kelly Johnson; John Boyd,“Never doubt that a small group of committed people can change the world.

40、 Indeed it is the only thing that ever has.” Margaret Mead,SP: “But can you turn a defensive player into an offensive player?”TP: “Yes! Work with him/her to re-frame their principal project to the point that their ego is fully engaged and it becomes something of a life compulsion. ” * * “If you and

41、I had $150K in the bank and on the line and the day before the opening the Fire Inspector ”,VALUE ADDED #3C,EXCELLENCE.VALUE-ADDED LADDER II. EXPERIENCE IT.,“Experiences are as distinct from services as services are from goods.” Joe Pine its a means of rediscovering oneself, of inventing an entirely

42、 new me. ”Source: Jean-Marie Dru, Disruption,WHAT CAN BROWN DO FOR YOU?,Up, Up, Up, Up the Value-added Ladder.,The Value-added Ladder/ MEMORABLE CONNECTIONSpellbinding Experiences Gamechanging SolutionsServicesGoods Raw Materials,Beyond the “Transaction”/ “Satisfaction” Mentality“Good hotel”/ “Happy

43、 guest”/ “Exceeded Expectations”vs. “Great Vacation”/ “Great Conference”/ “Operation Personal Renewal”,Warren Goes Shopping ,Q: “Why did you buy Jordans Furniture?”A: “Jordans is spectacular. Its all showmanship.”Source: Warren Buffet interview/Boston Sunday Globe/12.05.2004,CXO*Chief eXperience Off

44、icer,“Most executives have no idea how to add value to a market in the metaphysical world. But that is what the market will cry out for in the future. There is no lack of physical products to choose between.”Jesper Kunde, Unique Now . or Never on the excellence of Nokia, Nike, Lego, Virgin et al.,Ex

45、traction WM: 17%; HD: 16%. Mkt Cap: 48% p.a.,“Its simple, really, Tom. Hire for s, and, above all, promote for s.” Starbucks middle manager/field,“A man without a smiling face must not open a shop.” Chinese Proverb,EXCELLENCE. #1T.,Donnellys Weatherstrip Service Weymouth MA,EXCELLENCE. #1T.,Jims Gro

46、up Jim Penman/“Empire Builders”/MT /Jan/Feb 2006/Australia,Jims Group: Jim Penman.* 1984: Jims Mowing. 2006: Jims Group. 2,600 franchisees (Australia, NZ, UK). Cleaning. Dog washing. Handyman. Fencing. Paving. Pool care. Etc.“People first.” Private. Small staff. Franchisees can leave at will. 0-1 co

47、mplaint per year is norm; cut bad ones quickly.*Ph.D. cross-cultural anthropology; mowing on the sideSource: MT/Management Today (Australia), Jan-Feb 2006,The “Missing 900M” Will the Boat Sink the Water: The Life of Chinas Peasants Chen Guidi and Wu Chuntao,EXCELLENCE. #1T.,Cirque du Soleil!,And the

48、 Winner is 1. Audacity of Vision2. Innovation/R JK Galbraith is my bte noir.*“Innovation” is a wonderfully messy instead Ill refer to Cirque du Soleil, Donnellys Weatherstrip Service, 3K tanning salons, 10.6M women-owned businesses (or the typically/95+% female recipients of micro-lending) *There is

49、 more to Biz Life than Giant Cos LOTS MORE that “hidden 99%”,Q: Why isnt the mainstream business press interested in the “missing 90%” of the Economy?A(?): (1) Ad revenue. (2) Hard work.,VALUE ADDED #3E,EXCELLENCE.VALUE-ADDED LADDER III. DREAM IT.,DREAM: “A dream is a complete moment in the life of

50、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,The Marketing of Dreams (Dreamketing)Dreamketing: Touching the clients dreams

51、.Dreamketing: The art of telling stories and entertaining.Dreamketing: Promote the dream, not the product.Dreamketing: Build the brand around the main dream.Dreamketing: Build the “buzz,” the “hype,” the “cult.”Source: Gian Luigi Longinotti-Buitoni,Furniture vs. Dreams“We do not sell furniture at Do

52、main. We sell dreams. This is accomplished by addressing the half-formed needs in our customers heads. By uncovering these needs, we, in essence, fill in the blanks. We convert needs into dreams. Sales are the inevitable result.” Judy George, Domain Home Fashions,“No longer are we only an insurance

53、provider. Today, we also offer our customers the products and services that help them achieve their dreams whether its financial security, buying a car, paying for home repairs, or even taking a dream vacation.” Martin Feinstein, CEO, Farmers Group,Six Market Profiles1. Adventures for Sale2. The Mar

54、ket for Togetherness, Friendship and Love3. The Market for Care4. The Who-Am-I Market5. The Market for Peace of Mind6. The Market for Convictions Rolf Jensen/The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business,Six Market Profiles1. Adventures for Sale

55、/ IBM-UPS2. The Market for Togetherness, Friendship and Love/ IBM-UPS3. The Market for Care/ IBM-UPS4. The Who-Am-I Market/ IBM-UPS5. The Market for Peace of Mind/ IBM-UPS6. The Market for Convictions/ IBM-UPS Rolf Jensen/The Dream Society: How the Coming Shift from Information to Imagination Will T

56、ransform Your Business,Up, Up, Up, Up the Value-added Ladder.,The Value-added Ladder/ EMOTIONDreams Come TrueSpellbinding Experiences Gamechanging SolutionsServicesGoods Raw Materials,The (NEW) Value-added LadderDreams Come TrueSpellbinding Experiences Gamechanging SolutionsServicesGoods Raw Materia

57、ls,CDM*Chief Dream Merchant,BASICSK.I.S.S.,“Dreams Come True”:IBM,“The sun is setting on the Information Societyeven before we have fully adjusted to its demands as individuals and as companies. We have lived as hunters and as farmers, we have worked in factories and now we live in an information-ba

58、sed society whose icon is the computer. We stand facing the fifth kind of society: the Dream Society. Future products will have to appeal to our hearts, not to our heads. Now is the time to add emotional value to products and services.” Rolf Jensen/The Dream Society:How the Coming Shift from Informa

59、tion to Imagination Will Transform Your Business,EXCELLENCE.VALUE-ADDED LADDER IV. LOVE IT.,“Brands have run out of juice. Theyre dead.” Kevin Roberts/Saatchi 10 = Work of Art on four dimensions: Beauty. Grace. Clarity. Simplicity. 3. Re-invent! Repeat, with a new selection, every 15 working days.,EXCELLENCE.SYSTEMS. DESIGN. K.I.S.S.,“I wanted GE to operate with the speed, informality, and open communication of a corner store. Corner stores often have strategy right. With their limited resour