The PSF++ Solution* Tom Peters/19 February 2015 *PSF/Professional Service Firm
THE WORK MATTERS The Professional Service Firm 50: Fifty Ways to Transform Your “Department” into a Professional Service Firm Whose Trademarks are Passion and Innovation! The Project 50: Fifty Ways to Transform Every “Task” into a Project That Matters! The Brand You 50: Fifty Ways to Transform Yourself from an “Employee” into a Brand That Shouts Distinction, Commitment, and Passion!
After a recent presentation at the Auckland Business School, I was asked a pointed question—and flubbed the answer. I was asked if my emphasis on “people-development-first” amounted to keeping unnecessary workers on the payroll. I said of course not—and stopped there. Whoops! That stopping point (no “make work”) has in fact been my starting point since 1999, when I published a 3 -book series we called “The Work Matters”: The Professional Service Firm 50: Fifty Ways to Transform Your “Department” into a Professional Service Firm Whose Trademarks are Passion and Innovation! The Project 50: Fifty Ways to Transform Every “Task” into a Project That Matters! The Brand You 50: Fifty Ways to Transform Yourself from an “Employee” into a Brand That Shouts Distinction, Commitment, and Passion! At about the same time (actually Y 2 K), I had outrageously written in a Time magazine cover story, “I believe that ninety percent of white-collar jobs in the U. S. will be either destroyed or altered beyond recognition in the next 10 to 15 years. ” That doesn’t look so outrageous today. E. g. , consider this headline from the 11 NOV 2014 Telegraph (UK), “Ten Million Jobs at Risk from Advancing Technology: Up to 35% of Britain’s jobs will be eliminated by new computing and robotics technology over the next 20 years, say experts from Deloitte and Oxford University. ” So the idea, then, in an oversimplified nutshell, is to avoid professional and organizational extinction —and in fact pursue growth—by vaulting up the value added chain. Become a remarkable “brand you” performing 100% value-added “wow projects” in an organizational unit transformed into an innovative “professional service firm”—e. g. , devoted to applying intellectual capital to the organization’s products and services. (The overall “home” organization, per my model, seeks differentiation by becoming a “collection of integrated professional service firms. ”) As you will see below, many are on this road. Consider this, for example, from a recent Economist story: “Rolls-Royce now earns more from tasks such as managing clients’ overall procurement strategies and maintaining aerospace engines it sells than it does from making them. ” There is more than one path to salvation in the face of exponential technology change—but whatever the path, it will require in some form or other adding new “soft services” value—and transforming oneself into a distinguishable (specialist/growth-obsessed/brand you) professional. Or so I believe. (Wish I’d said all that in the first place. )
Destruction
not “The root of our problem is that we’re in a Great Recession or a Great Stagnation, but rather that we are in the early Great Restructuring throes of a . Our technologies are racing ahead, but our skills and organizations are lagging behind. ” Source: Race AGAINST the Machine, Erik Brynjolfsson and Andrew Mc. Afee
“Ten Million Jobs at Risk from Advancing Technology: Up to 35 percent of Britain's jobs will be eliminated by new computing and robotics technology over the next 20 years, say experts [ University]. ” Deloitte/Oxford —Headline, Telegraph (UK), 11 November 2014
“I believe that ninety percent of white-collar jobs in the U. S. will be either destroyed or altered beyond recognition in the next 10 to 15 years. ” —Tom Peters (22 May 2000/cover/Time magazine)
Jobs—including high-pay white collar jobs—are evaporating; and the evaporation rate will only accelerate in the years ahead.
-1/+1/2
S&P 500 +1/-1* *Every … ! 2 weeks Source: Richard Foster (via Rita Mc. Grath/HBR/12. 26. 13
“Mr. Foster and his Mc. Kinsey colleagues collected detailed performance data stretching back years for 40 1, 000 U. S. companies. They found that NONE of the long-term survivors managed to outperform the market. Worse, the longer companies had been in the database, the worse they did. ” —Financial Times
Big companies have never had, on average, sustaining success. This, too, is an accelerating phenomenon. And, anything like “normal employment growth” is, as “they” say, history.
The Magnificent Monsters of Motueka (et al. )
The Future Is Small: Why AIM Will Be the World’s Best Market Beyond the Credit Boom —Gervais Williams, superstar fund manager (FT /1217. 14: “Research shows that new and small companies create almost all the new private sector jobs and are disproportionately innovative. ”)
THE RED CARPET STORE (Joel Resnick/Flemington NJ)
Emmys? Oscars? Name the big awards ceremony —and these guys did the red carpets—they “own” the market. As do the next two—dry basements, giant sea anchors for the U. S. Navy and its ilk. I LOVE THESE GUYS!
“BE THE BEST. IT’S THE ONLY MARKET THAT’S NOT CROWDED. ” From: Retail Superstars: Inside the 25 Best Independent Stores in America, George Whalin
*Basement Systems Inc. (Larry Janesky/Seymour CT) *Dry Basement Science (100, 000++ copies!) *1990: $0; 2003: $13 M; 2010: $80, 000
! The Magicians of Motueka (PLUS) W. A. Coppins Ltd. * (Coppins Sea Anchors/ PSA/para sea anchors) *Textiles, 1898; thrive on “wicked problems” U. S. Navy STLVAST (Small To Large Vehicle At Sea Transfer); custom fabric from W. Wiggins Ltd. /Wellington (specialty nylon, “Dyneema, ” from DSM/Netherlands) —e. g. ,
MITTELSTAND * *“agile creatures darting between the legs of the multinational monsters” (Bloomberg Business. Week)
German economic success comes courtesy its mid-sized “niche owners”—the Mittelstand.
Middle-sized Niche. Micro-niche Dominators! I love … ! “Own” a niche through EXCELLENCE (Writ large: Germany’s MITTELSTAND)
Specialized, agile providers of high value added services and products are more and more becoming an economy’s economic engine. The big guys need to understand this—as do you and I.
The (ENORMOUS) “Services Added” Opportunity
“You are headed for commodity hell if you don’t have services. ”
How do you hold onto jobs—or increase them in the face of these staggering forces of contraction? How do you survive—or thrive—in general? One way, perhaps the best way, is to pursue a “services added” growth strategy— which happens to also be (more or less) “people intensive. ”
“Rolls-Royce now earns more from tasks such as managing clients’ overall procurement strategies and maintaining aerospace engines it sells than it does from making them. ” —Economist
Engines—to engine and aircraft services. Or, perhaps, aircraft services and, uh, engines too? (FYI: In my view, this, especially writ large, is ! pretty damned extraordinary )
M IB to
Rolls. And IBM: Machines (“M”) to business systems (“B”). And a $50 billion++ services business is born—perhaps the biggest “PSF” (Professional Service Firm) in history. Definitely the driver of future growth.
$55 B* *IBM Global Services/ “Systems integrator of choice”
Planetary Rainmaker-in-Chief! “ CEO Sam Palmisano’s strategy is to expand tech’s borders by pushing users—and entire industries—toward radically different business models. The payoff for IBM would be [Former] access to an ocean of revenue—Palmisano estimates it at $500 billion a year— that technology companies have never been able to touch. ” —Fortune
“Customer Satisfaction” to “Customer Success”: “We’re getting better at every day. But we really need to think about the customer’s profitability: [Six Sigma quality improvement] Are customers’ bottom lines really benefiting from what we provide them? ” —Bob Nardelli, then chief of GE Power Systems
Huge: “Customer Satisfaction with product/Service” to “CUSTOMER SUCCESS”
PS U to
Growth driver flips: From packages (“P”) to integrated logistics/supply chain services (“S”) including physical delivery.
“UPS used to be a trucking company Now it’s a technology company with trucks. ” with technology. —Forbes
“Big Brown’s New Bag: UPS Aims to Be the Traffic Manager for Corporate America” —Headline/BW “UPS wants to take over the sweet spot in the endless loop of goods, information and capital that all the packages [it moves] represent. ” —ecompany. com “It’s all about solutions. We work with customers on creating and running better, stronger, cheaper supply chains. ” —Bob Stoffel, UPS senior exec
“THE GIANT STALKING BIG OIL: Schlumberger How Is Rewriting the Rules of the Energy Game. ”: “IPM [Integrated Project Management] strays from [Schlumberger’s] traditional role as a service provider and moves deeper into areas once dominated by the majors. ” Source: Business. Week cover story, January 2008
“We’ll do just about anything an oilfield owner would want, from drilling to production. ” IPM’s Chief:
Medtronic: An oceanic shift from sophisticated medical devices (which are to some extent becoming commoditized) to taking advantage of in-hospital relationships to make incursions into the hospital services management business.
I. LAN Installation Co. II. Geek Squad. (3% local market share) (30% local market share with name change. ) III. Acquired by Best Buy. IV. FLAGSHIP OF BEST BUY WHOLESALE “SOLUTIONS” STRATEGY MAKEOVER.
A small local service provider becomes the engine of an enormous company.
IDEO’s Progression Product Design to Product Design Training to Corporate Innovation/ Culture Training/Consulting
A peerless professional service firm does not sit on its box of design awards—it dramatically expands its service offerings. The “new stuff” is now the tail that wags the dog.
Era #1/Obvious Value: “Our ‘it’ works, is delivered on time” (“Close”) Era #2/Augmented Value: “How our ‘it’ can add value—a ‘useful it’ ” (“Solve”) Era #3/Complex Value Networks: “How our ‘system’ can change you and deliver ‘BUSINESS ADVANTAGE’” (“Culture-Strategic change”) Source: Jeff Thull, The Prime Solution: Close the Value Gap, Increase Margins, and Win the Complex Sale
“The business of selling is not just about matching viable solutions to the customers that require them. It’s equally about managing the change process the customer will need to go through to implement the solution and achieve the value promised by the solution. One of the key differentiators of our position in the market is our attention to managing change and making change stick in our customer’s organization. ” —Jeff Thull, The Prime Solution: Close the Value Gap, Increase Margins, and Win the Complex Sale
Nobody said it was easy!
Universal Value Added: The PSF (or bust) Solution
Yes, I pretty much believe “PSF” … “OR BUST. ”
The Professional Service Firm 50: Fifty Ways to Transform Your “Department” into a Professional Service Firm Whose Trademarks Are Passion and Innovation!
BFO 28: While on the topic of … WOW: White collar work is by and large ticketed to fall prey to artificial intelligence/eye-popping algorithms as well as globalization. Stand there and take it on the chin? NO. My answer/1999 book/The Professional Service Firm 50: CONVERT EVERY “DEPARTMENT”/ “UNIT” [AND YOURSELF] INTO A FULL-FLEDGED … “PSF”/PROFESSIONAL SERVICES FIRM … WHOLLY DEDICATED TO … EXCELLENCE & WOW & ADDING SKYSCRAPING VALUE TO THEIR/ YOUR CUSTOMERS’ [USUALLY INTERNAL CUSTOMERS] ACTIVITIES. Why not? There is no good reason not to proceed in this direction within the fortnight!
“BFO”/Blinding Flash of the Obvious. I wrote a presentation on my 34 “BFOs. ” This was among them.
Department Head/“Cost center”/“Overhead” to … Managing Partner, HR Inc. (IS, R&D, etc. )
“Staff Departments” per se are … DOOMED. Either gone or going. An (the? ) answer: Value Added Services. * WHAT ELSE? *Saves jobs. Adds jobs! Adds value per se. An (the? ) engine of growth.
WHITE-COLLAR SURVIVAL STRATEGY #1: Department as Small-ish/Entrepreneurial BUSINESS E. g. : Training Inc. , a 14 person unit* in a 50 -person HR department in a $200 M business unit in a $3 B corporation—aiming for Excellence & WOW! *PSF/ Professional Service Firm (See my … Professional Service Firm 50: Fifty Ways to Transform Your “Department” Into A Professional Service Firm Whose Trademarks Are Passion and Innovation! )
A “sub-department” of a department now becomes a full-fledged “PSF. ” (I see these folks as “Mittelstanders, ” Middlesized Niche- /Micro-niche Dominators! E. g. , The Red Carpet Store of a certain type of training. Remember: “Be the best, it’s the only market that’s not crowded. ”)
Date: September 2013 Location: Chicago Client: 500 law-firm partners from a single Firm “Legal practice becoming commoditized”/ “big Complaint: clients cutting costs, bringing the work inside, ” “more and more competitive bid situations”
Yup. Lawyers, too.
PSF Transformation: Credit Department/Trek Was Is Credit Dept Financial Services Hammer on dealers until they pay. Make dealers successful so they CAN pay. AR sold to 3 rd party commercial co. Trek is the commercial financial Company. 23 employees 12 employees Oversee peak AR of $70 M. Oversee peak AR of $160 M. Identify risky dealers. Identify opportunities. Cost Center Profit Center No products Products: Consulting, MC/Visa, stored value of gift cards, gift card peripherals, online payments Source: John Burke/0330. 06
Trek, the bike folks, adopt the “PSF Model. ”
“Technology Executive” HCare CIO: (workin’ in a hospital) Full-scale, Accountable (life or death) Member-Partner of XYZ Hospital’s Senior Healing-Services Team Or/to: (who happens to be a techie)
Fleet Manager Rolling Stock Cost Minimization Officer vs/or Chief of Fleet Lifetime Value Maximization Strategic Supply-chain Executive Customer Experience Director (via drivers, etc. )
Are you/your “departmental” gang the … “Principal Engine of Value Added”
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Big Idea: “Corporation” as MEGA“PSF”
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PSF/Professional Service Firm/Beliefs PROFESSION: CALLING/PASSION TO MAKE A DIFFERENCE/EXCELLENCE (ALWAYS) POINT OF VIEW: KNOW EXACTLY WHAT WE STAND FOR/“DRAMATIC DIFFERENCE” CLIENT: ENDURING, TEST-THE-LIMIT RELATIONSHIP/“TRUSTED ADVISOR” SOLUTION: ROCK HIS-HER WORLD/ “WOW”/IMPLEMENTED “CULTURE CHANGE”/ >>> “SATISFACTION”
The PSF 35: The Work & The Legacy 1. CRYSTAL CLEAR POINT OF VIEW (Every Practice Group: “If you can’t explain your position in eight words or less, you don’t have a position”—Seth Godin) 2. DRAMATIC DIFFERENCE (“We are the only ones who do what we do”—Jerry Garcia) 3. Stretch Is Routine (“Never bite off less than you can chew”—anon. ) 4. Eye-Appetite for Game-changer Projects (Excellence at assembling “Best Team”—fast) 5. “Playful” Clients (Adventurous folks who unfailingly Aim to Change the World) 6. Small “Uneconomic” Clients with Big Aims 7. Life Is Too Short to Work with Jerks (Fire lousy clients) 8. OBSESSED WITH LEGACY (Practice Group and Individual: “Dent the Universe”—Steve Jobs) 9. Fire-on-the-spot Anyone Who Says, “Law/Architecture/Consulting/ I-banking/ Accounting/PR/Etc. has become a ‘commodity’ ” 10. Consistent with #9 above … DO NOT SHY AWAY FROM THE WORD (IDEA) “RADICAL”
The PSF 35: The Client Experience 11. Always team with client: “full partners in achieving memorable results. ” (Wanted: “Chimeras of Moonstruck Minds”!) 12. We will seek assistance Anywhere to assemble the Best-in. Planet Team for the Project. 13. Client Team Members routinely declare that working with us was “the Peak Experience of my Career. ” 14. The job’s not done until implementation is “ 100. 00% complete. ” (Those who don’t “get it” must go. ) IMPLEMENTATION IS NOT COMPLETE UNTIL THE CLIENT HAS EXPERIENCED “CULTURE CHANGE. ” 16. IMPLEMENTATION IS NOT COMPLETE UNTIL SIGNIFICANT “TECHNOLOGY TRANSFER” HAS TAKEN PLACE-ROOT. 15. (“Teach a man to fish …”) 17. The Final Exam: DID WE MAKE A DRAMATIC, LASTING, GAME-CHANGING DIFFERENCE?
The PSF 35: The People & The Leadership 18. TALENT FANATICS (“Best-Coolest place to work”) (PERIOD). 19. EYE FOR THE PECULIAR (Hiring: Go beyond “same old, same old”). 20. Early Opportunities (vs. “Wait your turn”). 21. Up or Out (Based on “Legacy”/Mentoring as much as “Billings”/“Rainmaking”). 22. Slide the Old Aside/Make Room for Youth. (Find oldsters new roles? ) 23. TALENT IS OBSESSED WITH RENEWAL FROM DAY #1 TO DAY #“R” (R = Retirement). 24. Office/Practice Leaders Evaluated Primarily on Mentoring-Team Building Skills. 25. A “PROPRIETARY” TALENT DEVELOPMENT PROCESS (GE). 26. Team Leadership Skills Valued Early. 27. Partner with B. I. W. (Best In World) Outsiders as Needed and to Infuse Different Views.
Every “PSF” must have a formal & formidable R&D budget. PERIOD.
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Universal Value Added: Wow Projects The Solution (or bust)
The Project 50: Fifty Ways to Transform Every “Task” into a Project That Matters!
The WOW Project 50 YOU/PSF = WOW PROJECT PORTFOLIO
The PSF is a collection of projects. The rockin’ rollin’ value addin’ PSF is a collection of … ! WOW Projects
The WOW Project 50 CREATE 1. REFRAME: NEVER. . . EVER!. . . ACCEPT A PROJECT/ASSIGNMENT AS GIVEN! 2. TRANSLATE YOUR DAILY EXPERIENCES INTO COOL STUFF TO DO. 2 A. Become a Benchmarking Fanatic: LOOK at every-small-thing-thathappens-to-you as a Golden Learning Opportunity. 3. Improve your vocabulary! Learn to love “WOW!” Use “the word. ” WOW! 4. There are no “small” projects: IN EVERY “LITTLE” FORM OR PROCEDURE, IN EVERY “LITTLE” PROBLEM THERE USUALLY LURKS A B-I-G PROJECT! 4 A. CONVERT today's annoying “chore” into a WOW! Project. THE B-I-G IDEA: THERE'S NO SUCH THING AS A “GIVEN. ” 5. Put on the brakes! DON’T BETRAY WOW! 6. LOVE MAKES THE WORLD GO ’ROUND! 7. Will it—the project, our baby—be beautiful? Yes. . . BEAUTIFUL! 8. Design-Is-It. I. e. : One of the single most powerful forces in the whole bloody universe. 9. IS THE PROJECT REVOLUTIONARY? (ARE YOU SURE? ) Source: The Project 50: Fifty Ways to Transform Every “Task” into a Project That Matters!
The WOW Project 50 10. Is the Web factored into the project? In a b-i-g way? 11. Impact. Henry James asked this, as his ultimate question, of an artist's work: “Was it worth doing? ” 11 A. Made Anybody(s) Angry Lately? 12. RAVING FANS! 12 A. Women-as-Raving Fans. Women take to products/services—and, thence, “project deliverables”—for (very) different reasons than men. 13. Pirates-on-the-high-seas. “We” are on a Mission/Crusade. We plan to upset the applecart (conventional wisdom) Big Time. . . and Make a Damn Difference. 14. If you can (hint: you can!), create a “place. ” That Is. . . Pirates Need Ships at Sea and Caves on Land. (“Safe Houses” in Spy-speak. ) 15. Put it in your resume. NOW! PICTURE YOURSELF CROSSING THE FINISH LINE. 16. THINK RAINBOW! 17. THINK. . . OR REFRAME. . . YOUR CONCEPT. . . INTO A “BUSINESS PLAN. ” 18. Think/obsess. . . D-E-A-D-L-I-N-E. Be ridiculously/absurdly/insanely demanding of yourself/your little band of renegades.
The WOW Project 50 19. Find a Wise Friend. WOW Projects Ain’t Easy! They Stretch You, Stress You, and Often Vex You. And the Organization. 20. FIND—AND THEN NURTURE—A FEW (VERY FEW) COCONSPIRATORS. 20 A. Find at least one user/co-conspirator. NOW. Think user from the start. 21. Consider carrying around a little card that reads: WOW! BEAUTIFUL! REVOLUTIONARY! IMPACT! RAVING FANS! EXCELLENCE! SELL 22. Be S-U-C-C-I-N-C-T. Describe your project (its benefits and its WOW!) in T-H-R-E-E minutes. 22 A. METAPHOR TIME! The “pitch”—and every aspect of the project— works best if there is a compelling theme/image/hook that makes the whole thing cohere, resonate, and vibrate with life. 23. SALES MEANS SELLING. . . EVERYONE! 24. Hey: WOW Project Life = Sales. Right? So. . . WORK CONSCIOUSLY ON BUZZ. GET VISIBLE AND STAY VISIBLE. 25. Do your “Community Work. ” Start to Expand the Network! ASAP.
The WOW Project 50 26. 27. 28. 29. 30. Last is as good as first. If they support you. . . they are your friends. Preach to the choir! Never forget your friends! Don't try to convert your enemies. Don’t waste time on them. CREATE AN A-TEAM ADVISORY BOARD. Become a Master Bootstrapper. You heard it here first: Too much initial money. . . kills! 31. Think B-E-T-A! As in. . . Beta Site(s). You need customer-partners. . . as safe-haven testing grounds for rough prototypes. IMPLEMENT 32. CHUNK! We’ve gotta break “it”—our project, now on the move—down into tidbit/do-it-today/do-it-in-the-next-fourhours pieces. 33. Live. . . Eat. . . Sleep. . . Breathe: Prototype! I. e. : BECOME AN UNABASHED PROTOTYPING FANATIC. 33 A. Teach prototyping. Prototyping is a “corporate culture” issue. I. e. : Work to create a Culture of Prototyping. 34. PLAY! FIND PLAYMATES! 35. Scrunch the Feedback Loops! 36. BLOW IT UP! PLAY. . . AND DESTRUCTION. . . ARE HANDMAIDENS.
The WOW Project 50 37. Keep recruiting! Iron Law: WOW Projects Call for WOW! People. Never stop recruiting! 37 A. WANTED: COURT JESTER. 38. Make a B-I-G binder! This is the Project Bible. It's the Master Document. . . the macro-map. 39. List mania. Ye shall make lists. . . and the lists shall make ye omniscient. (No joke. ) 40. Think (live/sleep/eat/breathe) Timeline/ Milestones. 40 A. WANTED: MS. LAST TWO PERCENT! 41. Master the 15 -Minute Meeting. You can change (or at least organize) the world in 15 minutes! 42. C-E-L-E-B-R-A-T-E! 42 A. CELEBRATE FAILURES! 43. Station break! The keynote here is action. Exactly right! But: Don't allow the action fanaticism to steer you off course re WOW!/Beauty/Revolution/Impact!/Raving Fans. 44. A Project Has an Identity. It’s Alive. PROJECT = LIFE. . . SPIRIT. . . PERSONALITY.
The WOW Project 50 45. Cast the Net a Little/Lot Farther Afield. 46. It's the U-S-E-R, stupid! Never lose sight of the user community. 47. Concoct a B. M. P. /Buzz-Management Program. Marketing is Implementation. EXIT 48. SELL OUT! It's been “us” against “them”. . . and one heck of a ride. But now the time has come to dance with the suits. . . if we really want full impact. 48 A. Recruit a Mr. Follow-up. . . Who Is as Passionate as You Are! (And L-O-V-E-S Administration. ) 49. SEED YOUR FREAKS INTO THE MAINSTREAM. . . WHERE THEY CAN BECOME MUTANT VIRUSES FOR YOUR (QUIRKY) POINT OF VIEW! 50. Write up the project history. Throw a Grand Celebratory Bash! Bash
Creative Destruction
“We are in no danger of running out of new combinations try. Even if technology froze today, we have more possible ways of configuring the different applications, machines, tasks, and distribution channels to create new processes and products than we could ever exhaust. ” —Erik Brynjolfsson and Andrew Mc. Afee, Race Against the Machine: How the Digital Revolution Is Accelerating Innovation, Driving Productivity and Irreversibly Transforming Employment and the Economy
I believe it. Plenty of stuff to do. (For the imaginative. )
Universal Value Added: The Brand You Solution (or bust)
Success. 2015 = Mega-value adding PSF = Brand Yous (100% entrepreneurs) executing WOW Projects. I believe it. Fact: There is plenty of stuff to do.
human beings are entrepreneurs. When we Muhammad Yunus: “All were in the caves we were all self-employed. . . finding our food, feeding ourselves. That’s where human history began. . . As civilization came we suppressed it. We became labor because they stamped us, ‘You are labor. ’ We forgot that we are entrepreneurs. ” —Muhammad Yunus, Nobel Laureate/The News Hour/PBS/1122. 2006
“For Marx, the path to social betterment was through collective resistance of the proletariat to the economic injustices of the capitalist system that produced such misshapenness and fragmentation. For Emerson, the key was to jolt individuals into realizing the untapped power of energy, knowledge and creativity of which all people, at least in principle, are capable. He too hated all systems of human oppression; but his central project, and the basis of his legacy, was to unchain individual minds. ” —Lawrence Buell, Emerson
“If there is nothing very special about your work … no matter how hard you apply yourself you won’t get noticed, and that increasingly means you won’t get paid much either. ” —Michael Goldhaber, Wired
HAROLD H. HESITANT B. A. M. S. Ph. D. 1965 -2015 HE WANTED TO DO SOME REALLY COOL STUFF BUT … HIS BOSS WOULDN’T LET HIM!
Distinct or … Extinct.
The Brand You 50: Fifty Ways to Transform Yourself from an “Employee” into a Brand That Shouts Distinction, Commitment, and Passion! Passion
Final Exam Questions Re Your Job/Talent/Qualifications 1. Can someone overseas do it cheaper? 2. Can a computer do it faster? 3. Is what you’re selling in demand in an age of abundance? Source: Dan Pink
New Work Survival Kit 2012+++++ 1. Mastery! (Best/Absurdly Good at Something!) 2. “Manage” to Legacy. (All Work = “Memorable”/“Braggable” WOW Projects!) 3. “USP”/Unique Selling Proposition (R. POV 8: Remarkable Point of View … captured in 8 or less words). 4. Networking Obsession (from vertical/hierarchy/“suck up” loyalty to horizontal/“colleague”/“mate” loyalty). 5. Entrepreneurial Instinct (A sleepless … Eye for Opportunity! E. g. : Small Opportunity for Independent Action beats faceless part of Monster Project). 6. CEO/Leader/Businessperson/Closer. (CEO, Me Inc. Period! 24/7!) 7. Mistress of Improv (Play a dozen parts simultaneously, from Chief Strategist to Chief Toilet Scrubber). 8. Sense of Humor (A willingness to Screw Up, Shrug & Move On). 9. Comfortable with Your Skin. (Bring “interesting you” to work!) 10. Intense Appetite for Technology. (E. g. : Are you a “leading edge user” of Social Media? ) 11. Embrace “Marketing” (Your own CSO/Chief Storytelling Officer). 12. Obsessed with Renewal (Your own CLO/Chief Learning Officer). 13. Execution Excellence! (Show up early! Leave late! Sweat the details!) 14. EXCELLENCE. PERIOD. (What else? )
A professional … **ability to work unsupervised **ability to certify the completion of a job **ability to behave with integrity at all times Source: Subroto Bagchi, The Professional: Defining the New Standard of Excellence at Work
Personal “Brand Equity” Evaluation – My current Project is challenging me in these ways … – New things I’ve learned in the last 90 days include … – I am known for (2 to 3 things); next year at this time I’ll also be known for (1 more thing). – My public “recognition program” consists of … – Substantial additions to my Network in the last 90 days include … – MY RESUME IS DIFFERENT DISCERNIBLY FROM LAST YEAR’S AT THIS TIME AS FOLLOWS …
"The illiterate of the 21 st Century will not be those who cannot read or write, but those who cannot learn, unlearn and relearn. " —Alvin Toffler
“My ancestors were printers in Amsterdam from 1510 or so until 1750, and during that entire time they didn’t have to learn anything new. ” —Peter Drucker, Business 2. 0
“You must realize that how you invest your human capital matters as much as how you invest your financial capital. Its rate of return determines your 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? ’ you’ll ask, ‘If I invest my mental assets with you for 5 years, how much will they appreciate? How much will my portfolio of career options grow? ’ ” —Stan Davis & Christopher Meyer, future options. future. WEALTH
Brand Equity DEPRECIATION: Rate: 15%? , 25%? Therefore: Formal “Investment F. R. I. P. * Strategy”/ *FORMAL Renewal Investment Plan
A tour of duty in finance! Addenda:
Gotta learn the numbers. Gotta have pals in the finance department.
“This is the true joy of Life, the being used for a purpose recognized by yourself as a mighty one … the being a force of Nature instead of a feverish, selfish little clod of ailments and grievances complaining that the world will not devote itself to making you happy. ” —G. B. Shaw, Man and Superman
! Bingo
THE WORK MATTERS The Professional Service Firm 50: Fifty Ways to Transform Your “Department” into a Professional Service Firm Whose Trademarks are Passion and Innovation! The Project 50: Fifty Ways to Transform Every “Task” into a Project That Matters! The Brand You 50: Fifty Ways to Transform Yourself from an “Employee” into a Brand That Shouts Distinction, Commitment, and Passion!
“BE THE BEST. IT’S THE ONLY MARKET THAT’S NOT CROWDED. ” From: Retail Superstars: Inside the 25 Best Independent Stores in America, George Whalin
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