Embracing an Age of Self-Determination（英文版）(ppt 95页)

1、Brand OutsideStrategy 7:Embracing an Age of Self-DeterminationEmersons Back with a vengeance! Its scary! Its cool!Gas from Self-Determination ReduxMicropower (fuel cells) Microgrids “Virtual Utilities”Source: The Economist (08.2000)Chaos Breeds: The Dawn of The New Age of Self-Determination!“We are

2、in a brawl with no rules.”Paul AllaireThe New Ge WayDYB.comThe Gales of Creative Destruction+29M = -44M + 73M+4M = +4M - 0MThe Individual White Collar Revolution!“The fundamental unit of the new economy is not the corporation, but the individual. Tasks arent assigned and controlled through a stable

3、chain of command but are carried out autonomously by independent contractorse-lancerswho join together in fluid and temporary networks to sell goods and services. When the job is done, the network dissolves and its members become independent again, circulating through the economy, seeking the next a

4、ssignment.” Thomas Malone and Robert Laubacher DISTINCT OR EXTINCT!“If there is nothing very special about your work, no matter how hard you apply yourself, you wont get noticed and that increasingly means you wont get paid much, either.” Michael Goldhaber, Wired“You must realize that how you invest

5、 your human capital matters as much as how you invest your financial capital. Its rate of return determines your future options. Take a job for what it teaches you, not for what it pays. Instead of a potential employer asking, Where do you see yourself in 5 years? youll ask, If I invest my mental as

6、sets with you for 5 years, how much will they appreciate? How much will my portfolio of career options grow? ”Stan Davis & Christopher Meyer, futureWEALTHCredo“WORK WORTH PAYING FOR”You are the Rock Stars of the B2B Age!“You are the storyteller of your own life, and you can create your own legen

7、d or not.”Isabel Allende“I am an American, Chicago born, and go at things as I have taught myself, free-style, and will make the record in my own way.” Saul Bellow, The Adventures of Augie MarchAmericans The Beautiful Re-inventorsBen F.Ralph W.E.Dale C.N.V.P. Werner E./EST“Tony R.”/“Coals Dude”Steph

8、enBill Parcells World/ Brand You World!BLAME NOBODY!EXPECT NOTHING!DO SOMETHING!NY Post (9/99)“Everything can be taken from man but one thing: the last of human freedomsto choose ones own attitude in any set of circumstances, to choose ones own way.”Victor Frankl, Auschwitz survivorThe WorkEnter The

9、 WOW Project!*The Project50Topic: Boss-free Implementation of STM /Stuff That MATTERS!I. THE IDEA“4Fs”: Find a Fellow Freak FarawayRecruit a/a = 1 Friend in the BoondocksSkip Flip off the Hierarchy!Recruit Another Friend!Do Some Cool Shit! Fast!Surround the Bastards with WOW WINS/ results!II. THE NU

10、GGETDo Something. Do Anything.Get Going.Now.Opportunity ALWAYS Knocks VFCJ* “Strategy”*Volunteer For Crappy JobsIs It “The Oh-Shit-I-Wish-It-Were-Over Memorial Day picnic”or “The First Annual Seriously Kewl Celebration of Our Incredible Staff”Is It Wrestle the damn Safety Manual into line with the r

11、idiculous new OSHA Regs?Or A stealth opportunity to address the War for Talent via a thoroughgoing review of how safety and environmental issues contribute to making this a Great Place to Work?Is It Fix these bloody customer problems that have cropped up with the new 2783B?Or A chance to work with a

12、 hotshot, young division GM on using the Internet/Internet Speed to revisit the entire process of how we get customer inputbefore and during the factinto the heart of the Product Design Process?The greatest dangerfor most of usis not that our aim istoo highand we miss it,but that it istoo lowand we

13、reach it.MichelangeloAnn Richards DogmaShow up! Know your story!Put yourself at risk every day!The Organization: Talent Sellers Market“When land was the scarce resource, nations battled over it. The same is happening now for talented people.”Stan Davis & Christopher Meyer, futureWEALTHTomorrows

14、Headlines“Molecular biologists are up 3 points, economists down 1/4, in moderate trading”futureWEALTH, Stan Davis and Christopher Meyer Winner Take All!From “1, 2 or 3” JW to “Best talent in each industry segment to build best proprietary intangibles” EMSource: Ed Michaels, War for Talent (05.17.00)

15、“Top performing companies are two to four times more likely than the rest to pay what it takes to prevent losing top performers.”Ed Michaels, War for Talent (05.17.00)“A good plant engineer in a paper mill may create $100K to $300K in value per year. An outstanding software product developer may cre

16、ate a product worth $1M to $300M. Talented people are less likely to wait their turn. We used to view young people as trainees; now they are authorities. Arguably this is the first time the older generation canand mustleverage the younger generation very early in their careers”Ed Michaels, War for T

17、alent (05.17.00) Dudes With Tude“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 “Diversity defines the health and wealth of nations in a new century. Mighty is the mongrel. The hybrid i

18、s hip. The impure, the mlange, the adulterated, the blemished, the rough, the black-and-blue, the mix-and-matchthese people are inheriting the earth. Mixing is the new norm. Mixing trumps isolation. It spawns creativity, nourishes the human spirit, spurs economic growth and empowers nations.”G. Pasc

19、al Zachary, The Global Me: New Cosmopolitans and the Competitive Edge“Capitalism and the conditions for creating wealth have changed in ways that play to the strengths of hybrid individuals, organizations and nations. And those that wish to profit from changing economic conditions must view hybridit

20、y as their first and best option. This bold claim warrants an explanation. The ability to apply knowledge to new situations is the most valued currency in todays economy. Highly creative people are misfits on some level. They tend to question accepted views and consider contradictory ones. This appr

21、eciation defines the mongrel mentality. Strangers instinctively question things that natives take for granted. Many things strike them as odd or stupid. ”G. Pascal Zachary, The Global Me Women and new-economy management Womens Stuff = New Economy MatchImprov skillsRelationship-centricLess “rank cons

22、ciousness”Self determinedTrust sensitive IntuitiveNatural “empowerment freaks” less threatened by strong peopleIntrinsic motivation Extrinsic“TAKE THIS QUICK QUIZ: Who manages more things at once? Who puts more effort into their appearance? Who usually takes care of the details? Who finds it easier

23、to meet new people? Who asks more questions in a conversation? Who is a better listener? Who has more interest in communication skills? Who is more inclined to get involved? Who encourages harmony and agreement? Who has better intuition? Who works with a longer to do list? Who enjoys a recap to the

24、days events? Who is better at keeping in touch with others?”Source: Selling Is a Womans Game: 15 Powerful Reasons Why Women Can Outsell Men, Nicki Joy & Susan Kane-BensonThe Market: Fighting Sameness with DistinctionQuality Not Enough!“Quality as defined by few defects is becoming the price of e

25、ntry for automotive marketers rather than a competitive advantage.”J.D. PowerQuality 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“These days, you cant succeed as a company if youre consumer ledbe

26、cause in a world so full of so much constant change, consumers cant anticipate the next big thing. Companies should be idea-led and consumer-informed.”Doug Atkin, partner, Merkley Newman Harty Web World: POWER TO THE PEOPLETomorrow Today: Cisco!87% of $20B(Cisco Connection ONLINE)Save $500M(service

27、and tech support)C.Sat e C.Sat HCustomer Engineer Chat Rooms/Collaborative Design ($1B “free” consulting)Bruce Butterfield, CEO, The Forbes Group “self-forming groups”“catalyst for community”“participant-determined world”Source: Association Executive 4/00SoftWatch (MS)“Manage relationships across th

28、e healthcare continuum”/ Amir KishonEstablish e-relationships with customers/retain customers/collect dataPatients record info + receive feedback/ online access to nursesCommunity with others with MSEtc.Source: Start-UpThe Motley Fool Secret?“Strangers helping strangers”“Fools Logic,” IWSome Lessons

29、 from AOL (Yahoo, etc.) Customized InfoCustomer ControlUtility (convenience, speed, control, insta-choice)Self-created CommunityChat/Sociability!Community Somewhat mediated, segmented chat rooms (must be “managed”/ seeded)User-friendly technical/ professional infoIndustry “intelligence”Some very tim

30、ely stuff/ attractorsHotlinks by the gazillion (to professional and unrelated stuff)Expert/ advisor opinions (info, chats, etc.)Opportunity for users to build own Web page & create own communitiesWelcome to D.I.Y. Nation!“Changes in business processes will emphasize self service. Your costs as a

31、 business go down and perceived service goes up because customers are conducting it themselves.” Ray Lane, Oracle “It” is real! It is “Life and Death”!Dream BIG!Start Now! Study Hard! Play Hard! Play Fast! Go on Offence!Hire great folks! (They aint cheap. They are young!)Dont cut corners on infrastr

32、ucture!Rem: “Age of the Never Satisfied Customer”!We aint seen nothin yet!Inet Freedom ManifestoI AM IN CHARGE HERE! I CAN DO WHATEVER I NEED OR WANT TO DO WHENEVER I WANT TO DO IT!Anne Busquet/ American ExpressNot: “Age of the Internet”Is: “Age of Customer Control”Amen!“The Age of the Never Satisfi

33、ed Customer”Regis McKennaPatricia Seybolds “Basics”:The E-Customer Bill of RightsDont waste my time!Remember who I am!Make it easy for me to order and procure service!Customize your products and services for me!Source: “The Web enables total transparency. People with access to relevant information a

34、re beginning to challenge any type of authority. The stupid, loyal and humble customer, employee, patient or citizen is dead.”Kjell Nordstrom and Jonas Ridderstrale, Funky BusinessWomen Get Respect and Take Charge $4.8T Japan9/27.5/3.6T GermanyRead This Book EVEolution: The Eight Truths of Marketing

35、 to WomenFaith Popcorn & Lys MarigoldEVEolution: Truth No. 1Connecting Your Female Consumers to Each Other Connects Them to Your BrandWeight Watchers International “Model”“What if ExxonMobil or Shell dipped into their credit card database to help commuting women interview and make a choice of ca

36、r pool partners?”“What if American Express made a concerted effort to connect up female empty-nesters through on-line and off-line programs, geared to help women re-enter the workforce with todays skills?”EVEolutionEVEolution: Truth No. 2If Youre Marketing to One of Her Lives, Youre Missing All the

37、OthersThe Elderly Get Respect and Take Charge74/55“At each stage of their lives, the needs and desires of the baby boomers have become the dominant concerns of American business and popular culture. If you can anticipate the movement of the baby-boom generations life-span migration, you can see the

38、future.”Ken Dychtwald, Age WavePriorities: Aging/“Elderly”Experiences Convenience Comfort Access Respect!Aging/“Elderly”2X growth rate$“Im in charge!”Good source: Ken Dychtwald, Age WaveOur Biggest Industry: The Patient Gets Respect and Takes ChargeHealth Care Tsunami Prevention/Wellness/FitnessProa

39、ctive Engineering/Gene “stuff”Blockbuster-Bazooka to Specific-Snipers RifleHolistic/Homeopathic/Non-traditionalPatient-centric/Web-ledNo waste Healtheon/WebMD et al.Etc.“Medicine looks likely to change more in the next 20 years than it has in the last 200.”British Medical Journal (11-11-99)Alternati

40、ve MedicineMore visits than to physiciansSame $ expenditure approx $27BStanford study: 2/3 use alt therapies“This is the first time in Western medical history that we have had a movement that is consumer driven.”/Dr. Woody Merrell, Center for Health and Healing, Beth Israel Hospital, Manhattan. Merr

41、ell: Process = Partnership.Source: Barrons/05.15“Online Medical Records Seen Empowering Patients”Source: Headline, Boston Globe, 07.31.2000, re 1K docs and 700K patients CareGroupSoftWatch (MS)“Manage relationships across the healthcare continuum”/ Amir KishonEstablish e-relationships with customers

42、/retain customers/collect dataPatients record info + receive feedback/ online access to nursesCommunity with others with MSEtc.Source: Start-Up1965: “ Doctor will see you now. Doctor will take care of you.”YES, NURSE. ME GOOD PUPPY DOG.1995: “HMO will take care of you.” BULLSHIT.2005: “I will take c

43、are of me. Id like your expert help.”“Partner for Good Health” vs. “Savior for the Sick”Source: NPR/VPR 08.15.00Patient-centric* Health CareWellness (Fix to prevent.)Partnership (“Tour guide” model.)Web (Info and support group availabilityRESPECT! (Mutual.)WOMEN RULE!*Not: HMO-centric, Employer-cent

44、ric, Insurer-centric, Doc-centricThe Poor Get RespectAnd speaking of self-determination Grameen Bank/Bangladesh“Its not people who arent credit-worthy. Its banks that arent people worthy.”$2.3B to 2.3M typical 1st loan: $15.98% recovery rate 94% to women1/3rd out of poverty; 1/3rd up to non-poverty thresholdMuhammad Yunus, Banker to the Poor MBWA, Grameen Style!“Conventional banks ask their clients to come to their office. Its a terrifying place for the poor and illiterate. The entire Grameen Bank