EXCELLENCE ALWAYS American Gem Society Breaking Barriers Tom Peters 28

EXCELLENCE. ALWAYS. American Gem Society/Breaking Barriers Tom Peters/28 April 2006/Orlando

Slides at … tompeters. com

EXCELLENCE. MANHOLE COVER MADNESS.

Chicagoland’s Mystery Disappearances …

EXCELLENCE. THE MANDATE.

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

“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change. ” —Charles Darwin

EXCELLENCE. THE WORD.

Synonyms Purity Transcendence Virtue Elegance Majesty Antonyms Mediocrity

EXCELLENCE. GAMECHANGER.

Excellence 1982: The Bedrock “Eight Basics” 1. 2. 3. 4. 5. 6. 7. 8. A Bias for Action Close to the Customer Autonomy and Entrepreneurship Productivity Through People Hands On, Value-Driven Stick to the Knitting Simple Form, Lean Staff Simultaneous Loose-Tight Properties”

The World of In Search of Excellence: People. Emotion. Engagement. Exuberance. Action-Execution. Empowerment. Independence. Initiative. Imagination. Great Stories. Incredible Adventures. Trust. Caring. Fun. Joy. Customer-centrism. Profit. Growth. “Brand You. ” “Dramatic Differences. ” Experiences that Make You “Gasp. ” Excellence. Always.

Ex. In*: 1982 -2002/Forbes. com DJIA: $10, 000 yields $85, 000 EI: $10, 000 yields $140, 050 *Excellence Index /Basket of 32 publicly traded stocks

EXCELLENCE. WANTING.

Radio City Music Hall September 2005

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

This is not a “mature category. ”

This is an “undistinguished category. ”

EXCELLENCE. DOABLE.

Summary: Wallop. Wal*Mart 16* *Or: Why it’s so absurdly easy to beat a GIANT Company

The “Small Guys” Guide: Wallop Wal*Mart 16 *Niche-aimed. (Never, ever “all things for all people, ” a “mini-Wal*Mart. ) *Never attack the monsters head steal niche business and lukewarm customers. ) on! (Instead *“Dramatically Different” (La Difference. . . within our community, our industry regionally, etc … is as obvious as the end of one’s nose!) (THIS IS WHERE MOST MIDGETS COME UP SHORT. ) *Compete on value/experience/intimacy, not price. (You ain’t gonna beat the behemoths on cost-price in 9. 99 out of 10 cases. ) *Emotional bond with Clients, Vendors. (BEAT THE BIGGIES ON EMOTION/CONNECTION!!)

$798

$415/Sq. Ft/Wal*Mart $798/Sq. Ft/Whole Foods

EXCELLENCE! ALWAYS!

$798

7 X. 730 A 800 P. F 12 A. * *’ 93 -’ 03/10 yr annual return: CB: 29%; WM: 17%; HD: 16%. Mkt Cap: 48% p. a.

“It’s simple, really, Tom. Hire for s, and, above all, promote for s. ” —Starbucks middle manager/field

#1/100 “Best Companies to Work for”/2005

Wegmans

EXCELLENCE. #1 T.

Donnelly’s Weatherstrip Service Weymouth MA

Cirque du Soleil!

EXCELLENCE. OPPORTUNITY.

“Women are the majority market” —Fara Warner/The Power of the Purse

The Perfect Answer Jill and Jack buy slacks in black…

1. Men and women are different. 2. Very different. 3. VERY, VERY DIFFERENT. 4. Women & Men have a-b-s-o-l-u-t-e-l-y nothing in common. 5. Women buy lotsa stuff. 6. WOMEN BUY A-L-L THE STUFF. 7. Women’s Market = Opportunity No. 1. 8. Men are (STILL) in charge. 9. MEN ARE … TOTALLY, HOPELESSLY CLUELESS ABOUT WOMEN. 10. Women’s Market = Opportunity No. 1.

10. Women’s Market = Opportunity No. 1.

“Women don’t buy They join them. ” brands. EVEolution

2. 6 vs. 21

EXCELLENCE. AARGH.

6/44

P&G

EXCELLENCE. FOUND.

“To be a leader in consumer products, it’s critical to have leaders who represent the population we serve. ” —Steve Reinemund/Pepsi. Co

EXCELLENCE. OPPORTUNITY.

10. 6

EXCELLENCE. OPPORTUNITY.

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

44 -65: “New Customer Majority” * *45% larger than 18 -43; 60% larger by 2010 Source: Ageless Marketing, David Wolfe & Robert Snyder

“Baby-boomer Women: The Sweetest of Sweet Spots for Marketers” —David Wolfe and Robert Snyder, Ageless Marketing

EXCELLENCE. OPPORTUNITY.

Fastest growing demographic: Single-person Households (>50% in London, Stockholm, etc) Source: Richard Scase

EXCELLENCE. OPPORTUNITY.

Women business owners. Boomers-Geezers. Single-adults (Urban)

EXCELLENCE. VALUE ADDED.

$55 B

EXCELLENCE. UP THE LADDER.

Huge: Customer Satisfaction versus Customer Success

The Value-added Ladder/Opportunity-seeking Gamechanging Solutions Services Goods Raw Materials

EXCELLENCE. EXPERIENCE IT.

“Experiences are as distinct from services as services are from goods. ” —Joe Pine & Jim Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage

“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

“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

Warren Goes Shopping …

Q: “Why did you buy Jordan’s Furniture? ” A: “Jordan’s is spectacular. It’s all showmanship. ” Source: Warren Buffet /interview/Boston Sunday Globe

EXCELLENCE. UP THE LADDER.

The Value-added Ladder/Memorable Connection Spellbinding Experiences Gamechanging Solutions Services Goods Raw Materials

C XO* *Chief e Xperience Officer

EXCELLENCE. BONUS.

Flower Power!

EXCELLENCE. DREAM IT.

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