Them-Us Tom Peters 0626 2006 25 Synonyms

Them-Us Tom Peters/0626. 2006

25

Synonyms Purity Transcendence Virtue Elegance Majesty Antonyms Mediocrity

Them-Us

“Them” “Us” Strategy Planning Marketing Customers Micro-segmentation Cost minimization Synergy/“Efficiencies” “Strategic supplier Process Men Leadership Standardization EXECUTION MANAGEMENT People “Culture”-Values Action Selling/Sales Customers as Raving Fans Clients Big Stuff (Women, Boomers) Revenue maximization Decentralization Pioneering supplier Project Women Management + Leadership Exceptionalism (53 = 53)

“Them” Big Growth by merger Buy market share Efficient, streamlined “department” Certainty-predictability Fearful of losing Plan Careful evaluation Revised plan People/Employees Effective HR department Benchmark against the “best”-“industry leader” “Us” Mid-size (bacteria) Organic growth Create NEW markets Value-creating “PSF” Ambiguity-opportunity Aggressive pursuit of winning Prototype Another prototype Talent Rockin’ Talent Development Center Benchmark against the “coolest”

“Them” “Us” Benchmark Orderly career progression Head IQ “Professional” Stoic, humble leaders “Future”mark “Up or Out” (PDQ) Heart EQ Passionate Noisy, emotional “characters” in charge Hire for intangibles Relentless, pig-headed determination Teamwork and disruptive individuals equal billing Lead customers Intimate-Seamless customer inter-twining Hire for Resume Measured-thoughtful approach Teamwork comes first Listen to customers Customer “involvement”

“Them” “Us” MBM (Management MBWA by memo/meeting) MBA MFA/School of Hard Knocks Shareholder Value Great people-product rule comes first (Shareholder value derivative) Work smart Work hard Built to last Built to Rock the World Reward successes Reward (XCELLENT) failures Quality first! Design 1 T Quality first! Innovation 1 T High-quality Jaw-dropping Experience transaction CVs demo consistent CVs feature Magic Moments performance Good grades Cool stuff Operational excellence World-rocking INNOVATION

“Them” Brand Best analysis wins “Beyond politics” Outsource “Motivate” Measured language Product-Service Pastel “Us” Lovemark Best STORY wins Politics-is-life, the rest is details Best source Send on QUESTS Invite to join adventure Don’t De-motivate HOT language Gamechanging SOLUTION, Thrilling EXPERIENCE, DREAM come true, LOVEMARK Technicolor

“Them” “Us” Better Different “Mission success” Very good “Mission EXCELLENCE” EXCELLENCE. ALWAYS.

A Life’s Work/More or Less First 1966: MBWA/Do>Talk/Listen/Lead From The Front 1974: Behavioralism: Do>Talk/IMPLEMENTATION>Strategy 1979: 7 S/Emphasis on “Soft Ss” (“Hard is soft. Soft is hard. ”) 1982: “Beyond strategy” EXCELLENCE “Bias for Action”/“Do it. Fix it. Try it again. ” “Close to the Customer” MBWA (as metaphor) “Management Style” 1990: “Innovate or Die” Design Women Brand You WOW! (Passion. Enthusiasm. Energy. Emotion. Technicolor) 2000: “The Work Matters” PSF+BY+Wow. Projects = V. A. Source Brand “Inside” #1

EXCELLENCE. CAUSES. ADVERSARIES.

Adversaries B-schools (crappy at soft skills, implementation, leadership) Strategy-is-all By-the-numbers management Dis-passionate management Focus groups Intuition discounted Leading as an intellectual task Leading without passion Cool language in Hot times Dilbert (accepting cubicle slavery) Bigness per se (severe scale limitations—even at Microsoft) White guys! (not really, but enough already) 18 -44 emphasis in marketing (geezers > youth foreseeable future) -Cost > +Revenue (cost cutting more important than organic revenue growth) CI (continuous improvement in an age of discontinuous world) LESS THAN THE NO-HOLDS-BARRED PURSUIT OF EXCELLENCE

M. B. A. /M. I. A. *: Talk. (Present. ) Listen. (Interview. ) Sell. (Life = Sales. ) Do. (Execution. Implementation. ) Talent. (Recruit-Develop-Retain. ) Project Management. (Create. Solicit support. Execution. Adoption-Client “Culture Change. ”) Product. (“It. ”) Innovation. (Design. Creativity. “Buzz-building. ” Politics. ) Leadership. (USMA, etc. ) E. Q. (Connect. ) “Culture” Change. (Lasting impact. ) Diversity. (Crosscultural Effectiveness. ) Career Creation. (Brand You life-lifestyle. ) Wellness. (Life. ) *B. Schools (“M. I. A. ” or at most “B. I. A. ”—barely in action)

Causes/1966 -2006 Implementation/Small Wins (Stanford GSB/Ph. D thesis; 1 st on implementation per se) EXCELLENCE (as a worthy business pursuit) Management Style/Corporate Culture Soft “Ss”/7 -S (Waterman-Peters complete “business model”; waaaaay beyond Strategy & Structure) Structure > Strategy (“We shape our structures, then they shape us …”—Churchillian paraphrase) Soft Change Levers (> structure; symbols, patterns & settings) Close to the Customer (novel idea, circa 1982) MBWA (Managing By Wandering Around—courtesy a much more intimate than today HP) Productivity through People (novel idea, circa 1982) Chaos/Crazy Times Call for Crazy Organizations Middle-sized companies are cool Re-imagine!/Innovate or Die! Small-ish/Scale & Synergy limits-delusions/anti-Big Mergers

Causes/1966 -2006 Women/Market opportunity Women/Leaders (right for the times) Design/Design-as-soul Wow! (Hot language) Weird! Passion!/Enthusiasm!/Exuberance! (as Leader Lever #1) Brand You (or else) PSF = Bedrock (add value or bust—every group must demonstrate economic viability) PSF + Brand You + WOW Projects = New Biz Logic Sales/+R > -C (increasing revenue more important than cutting cost) Health. Care/Wellness-Safety-H 5 N 1 Brand = Talent (best roster wins) New VA Ladder/Products-Services-SOLUTIONSEXPERIENCES-DREAMKETING (Dream Marketing)-LOVEMARK Different > > Better Boomers & Geezers/marketing to new “mega-segment”