Excellence 2008: value-added By Design

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Excellence 2008 value-added By Design Tom
Peters/for the Korea Design Forum 2008
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NOTE To appreciate this presentation and
ensure that it is not a mess, you need Microsoft
fonts Showcard Gothic, Ravie, Chiller
and Verdana
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Slides at tompeters.com
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The race is on
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Aucklandtaipei/vpsingaporebangkokflandersamst
erdambarcelonalisbondublinbuenos airessao
paulolondonmilanmexico d.f.istanbuldubaioman
usastockholmshanghaiMauritiusjohannesburgbuc
harest
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part one
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56 Random Thoughts on Design Tom Peters/for
the Korea Design Forum 2008
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56 Random Thoughts on Design Great
things are more valuable than not-so-great
things. It is everything. Everybodys doin
it. If everybodys doin it, then how do we
do it differently-sustainably? Everybody
will do it differently. (Sorta design
zealots in Japan are about the same as design
zealots in Italy.) It works only if it is a
way of life. (Apple, BMW, Cirque du
Soleil) Consider my term-of-choice Design-
mindedness. (Design-mindedness is an
attitude.) It does not work if it is a
program.
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It is not about recruiting a rock star
designerthis may be counterproductive, at
least at first. Dreamers with
deadlinescreative loose with
deliverables. Its already faddish. Dont try
to engineer itthere is an essential
spontaneity dimension. (SWA) In the case of
goods, it starts with the vendors and
especially includes packaging and delivery
folks and parking lot attendantsthink Disney
and gum and the Orlando airport.
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In the long run, the Mittelstand will make
the difference! Acquiring design firms is
tricky. There are no exemptsit applies as
much, albeit in a different way, in purchasing
as in marketing. IT IS NOT ABOUT MARKETING!
(Except a little bit.) The entire supply
chain must be on board. As always, MBWA
rulesembedding something new in a culture is
a walk around affair. It is about the
way every individual conducts himself or
herself. (E.g., hotel housekeeper)
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Aesthetics and usability are equally
importantwith perhaps a slight edge to
usability. ( It won a prize is the ultimate
criticismDN) There is a bet the farm
element at play Dubai, Apple. There must be
a far higher than normal dose of autonomyin
the end this is about value- added through
creativity. It must show up in the schools
by age 5. It becomes the chief organizing
principal for education. When it comes to
aesthetics, you get most of it from the
genes you were dealt.
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Every child is born an artist. The trick is to
remain an artist. Picasso
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Beware of engineers! (Said with affection I
am one.) Beware of MBAs (Said with no
affection, even though I am one.) The
education bit is less about aesthetics and
more about encouraging individualism to take
a risk on design, you must have a burning
desire to do things differently.
(Schoolsours, yours, everyonesare brilliant
at suppressing creativity and excessive shows
of passion.) Capturing best practice only
goes so far. Six Sigma can be a deadly enemy.
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In design world Gender differences are
enormous. Women buy stuff, hence women must
design stuff. (And be very amply represented
in management ranksfor reasons of profit,
not social justice.) Think Women!!!!!!!!!!!!
If you are interested in selling to Europe and
the U.S. and Japan (etc) then you must
explicitly (!!!) focus on the over 50 market
(think 7/13)
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If you are serious, the Chief Design Officer
(Chief Experience Officer) must sit at the
same level as the CFO. So, too the Chief
People Officer!!!! It must be on every
(literally) agenda in project reviews of
every type it must hold its own with, say,
the budget discussion. Youll never be able to
explain it to the analysts. Steve Jobs is
luckyas well as good. Steve Jobs is too
abnormal to learn from. Design competitions at
all levels of society- business must be very
big deals.
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Buy art. (All businesses of all sizes.) In
the public sector, it starts at the airport
for foreign visitors especiallyan experience
that includes traffic, air quality, etc. You
can do a lot for 2-cents! And dont ignore with
the subway map. Or the public toilets. Be
merciless about urban trashspend yourself
poor on this if necessary. Good design
transforms healthcare facilities (especially
hospitals)and abets healing. Good design in
eldercare facilities extends life and
enhances quality of life.
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Small things are often (usually?) more
important than big things. Design Is Free is
closer to the truth than you would
think. Throwing money at problems is almost
always a dumb thing to doDesign Excellence
included. Training in service excellence
is often a better design investment than
capital spending.
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This aint limited to global enterprises. The
overall quality of small firms equals
(exceeds?) the value added by big
firms. Gandhi and Mandela and Churchill and
JFK and Reagan and Thatcher and Sarkozy and
Franklin and Washington set the tone to an
incredible degreetheir personal style was
their brand. (It starts with personal
style of the tip-top leadership team. Sorry to
be politically insensitive, but who would give
a hoot about Tibet if it werent for the look
and style of the Dalai Lama?) Boss Youre
either on the it boator not.
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part TWO
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EXCELLENCE. VALUE ADDED.UP THE LADDER.4 of
7.Tom Peters for the Korea Design Forum 2008
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Up, Up, Up, Up the Value-added Ladder.
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EXCELLENCE.VALUE-ADDED LADDER I, II, III.
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The Value-added Ladder/ BEDROCK Raw
MaterialsFarmers and Miners (Degree
Weightlifting)
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The Value-added Ladder/ THINGSGoods Raw
Materials Engineers and Factory Workers
(Degree Engineering)
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The Value-added Ladder/TRANSACTIONSServicesGo
ods Raw Materials Clerks (Degree Process
Engineering)
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EXCELLENCE.VALUE-ADDED LADDER IV. SOLVE IT.
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IBM 55BAlso HP-EDS
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THE GIANT STALKING BIG OIL How Schlumberger Is
Rewriting the Rules of the Energy Game. IPM
Integrat5ed Project Management strays from
Schlumbergers traditional role as a service
provider and moves deeper into areas once
dominated by the majors. Source BusinessWeek
cover story, January 2008
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IBMHPSchlumbergerGE EnergyGE
InfrastructureUPSMasterCardetc.etc.etc.etc.
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Results are measured by the success of all
those who have purchased your product or service
Jan Gunnarsson Olle Blohm, The Welcoming Leader
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Huge Customer Satisfaction versus Customer
Success
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The business of selling is not just about
matching viable solutions to the customers that
require them. Its 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 customers organization.
(E.g. CRM failure rate/Gartner 70) Jeff
Thull, The Prime Solution Close the Value Gap,
Increase Margins, and Win the Complex Sale
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The Value-added Ladder/TRANSFORMATION Customer
Success through Implemented Gamechanging
SolutionsServicesGoods Raw Materials
Subject-matter Professionals and Organization
Effectiveness Experts (Degree MBA,
Organizational Psychology)
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EXCELLENCE.SOLVE IT. NO OPTION.PSF.
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Are you Rock Stars of the Age of Talent
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Department Head to Managing Partner, IS
HR, RD, etc. Inc.
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Are you the Principal Engine of Value
AddedE.g. Your RD budget as robust as the
New Products team?
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Core MechanismGame-changing Solutions PSF
(Professional Service Firm model/The
Organizing Principle) Brand You(Distinct or
Extinct/The Talent) Wow! Projects
(Different vs Better/The Work)
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The PSF35 Thirty-Five Professional Service
Firm Marks of Excellence
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The PSF35 The Work The Legacy1.
CRYSTAL CLEAR POINT OF VIEW (E very
Practice Group If you cant explain your
position in eight words or less, you dont
have a positionSeth Godin)2. DRAMATIC
DIFFERENCE (We are the only ones who do what
we doJerry Garcia)3. Stretch Is Routine
(Never bite off less than you can
chewanon.)4. Eye-Appetite for Game-changer
Projects (Excellence at Assembling Best
TeamFast) 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
UniverseSteve 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
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HCare CIO Technology Executive (workin in a
hospital) Or/to Full-scale, Accountable (life
or death) Member-Partner of XYZ Hospitals
Senior Healing-Services Team (who happens to be a
techie)
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Up, Up, Up, Up the Value-added Ladder.
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EXCELLENCE.VALUE-ADDED LADDER V. EXPERIENCE
IT.
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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 thats not work or home. Its the
place our customers come for refuge. Nancy
Orsolini, District Manager
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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
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Q Why did you buy Jordans Furniture?A
Jordans is spectacular. Its all
showmanship.Source Warren Buffet
interview/Boston Sunday Globe/12.05.04
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Experience Rebel Lifestyle!What we sell is
the ability for a 43-year-old accountant to dress
in black leather, ride through small towns and
have people be afraid of him.Harley exec,
quoted in Results-Based Leadership
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The Value-added Ladder/ MEMORABLE
CONNECTIONSpellbinding ExperiencesCustomer
Success/Implemented Gamechanging
SolutionsServicesGoods Raw MaterialsTheatric
al Skills (Degree Theater Arts)
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Beyond the Transaction/ Satisfaction
MentalityGood hotel/ Happy guest/ Exceeded
Expectationsvs. Great Vacation/ Great
Conference/ Operation Personal Renewal
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CXOChief eXperience Officer
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First Step (?!) Hire a theater director, as a
consultant or FTE!
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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
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Extraction Goods Male dominanceServices
Experiences Female dominance
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ltTGWvs. gtTGRThings Gone WRONG/Things Gone
RIGHT
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3Ms Innovation Crisis How Six Sigma Almost
Smothered Its Idea CultureSource Title/Cover
Story, BW, 0611.07 (Whats remarkable is how
fast a culture can be torn apart, 3M lead
scientist In an innovation economy, 6 Sigma
is no longer a cure all/BW)
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Perfection is achieved only by institutions on
the point of collapse. C. Northcote Parkinson
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Up, Up, Up, Up the Value-added Ladder.
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THE ESSENCDE OF EXPERIENCES BONUS 1
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Forget China, India and the Internet Economic
Growth Is Driven by Women. Headline, Economist,
April 15, 2006, Leader, page 14
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Women are the majority market Fara
Warner/The Power of the Purse
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Goldman Sachs in Tokyo has developed an index of
115 companies poised to benefit from womens
increased purchasing power over the past decade
the value of shares in Goldmans basket has risen
by 96, against the Tokyo stockmarkets rise of
13. Economist, April 15
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The Perfect Answer
Jill and Jack buy slacks in black
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AS LEADERS, WOMEN RULE New Studies find that
female managers outshine their male counterparts
in almost every measure TITLE/ Special
Report/ BusinessWeek
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Its gotta be a majority
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10 UNASSAILABLE REASONS WOMEN RULE Women make
all the financial decisions.Women control
all the wealth. Women substantially outlive
men. Women start most of the new
businesses. Womens work force participation
rates have soared
worldwide. Women are closing in on same pay for
same job. Women are penetrating senior ranks
rapidly even if the pace is slow
for the corner office per
se. Womens leadership strengths are
exceptionally well aligned with
new organizational effectiveness
imperatives. Women are better salespersons than
men. Women buy almost everythingcommercial
as well as consumer goods. So what
exactly is the point of men?
Elizabeth Cady Stanton (more or less) (circa
0331.2007)
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THE ESSENCE OF EXPERIENCES BONUS 2
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7/13
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!!!!!!!!!!!!!!!!! People turning 50 today have
more than half of their adult life ahead of
them. Bill Novelli, 50 Igniting a Revolution
to Reinvent America
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We are the Aussies Kiwis Americans
Canadians. We are the Western Europeans
Japanese. We are the fastest growing, the
biggest, the wealthiest, the boldest, the most
(yes) ambitious, the most experimental
exploratory, the most different, the most
indulgent, the most difficult demanding, the
most service experience obsessed, the most
vigorous, (the least vigorous,) the most health
conscious, the most female, the most
profoundly important commercial market in the
history of the worldand we will be the Center of
your universe for the next twenty-five years.
We have arrived!
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THE ESSENCDE OF EXPERIENCES BONUS 3
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TP How to flush 500,000 down the toilet in
one easy lesson!!
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lt CAPEXgt People!
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1/100 Best Companies to Work for/2005
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Wegmans
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People want to be part of something larger than
themselves. They want to be part of something
theyre really proud of, that theyll fight for,
sacrifice for , trust. Howard Schultz,
Starbucks (IBD/09.05)
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We are a Life Success Company.Dave Liniger,
founder, RE/MAX
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The role of the Director is to create a space
where the actors and actresses can become more
than theyve ever been before, more than theyve
dreamed of being. Robert Altman, Oscar
acceptance speech
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Organizations exist to serve. Period. Leaders
live to serve. Period. Passionate servant
leaders, determined to create a legacy of
earthshaking transformation in their domain
create/must necessarily create organizations
which are no less than Cathedrals in which the
full and awesome power of the Imagination and
Spirit and native Entrepreneurial flair of
diverse individuals is unleashed In passionate
pursuit of jointly perceived soaring purpose and
personal and community and client service
Excellence.
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Why in the World did you go to Siberia?
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Enterprise (at its best) An emotional,
vital, innovative, joyful, creative,
entrepreneurial endeavor that elicits maximum
concerted human
potential in the wholehearted service of
others.Employees, Customers, Suppliers,
Communities, Owners, Temporary partners
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Our MissionTo develop and manage talentto
apply that talent,throughout the world, for the
benefit of clientsto do so in partnership to
do so with profit.WPP
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Up, Up, Up, Up the Value-added Ladder.
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EXCELLENCE. SOUL I.DESIGN.
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All Equal Except At Sony we assume that all
products of our competitors have basically the
same technology, price, performance and features.
Design is the only thing that differentiates one
product from another in the marketplace.
Norio Ohga
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Design is treated like a religion at BMW.
Fortune
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We dont have a good language to talk about
this kind of thing. In most peoples
vocabularies, design means veneer. But to me,
nothing could be further from the meaning of
design. Design is the fundamental soul of a
man-made creation. Steve Jobs
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You know a design is good when you want to lick
it. Steve Jobs Source Design Intelligence
Made Visible, Stephen Bayley Terence Conran
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With its carefully conceived mix of colors and
textures, aromas and music, Starbucks is more
indicative of our era than the iMac. It is to the
Age of Aesthetics what McDonalds was to the Age
of Convenience or Ford was to the Age of Mass
Productionthe touchstone success story, the
exemplar of the aesthetic imperative. Every
Starbucks store is carefully designed to enhance
the quality of everything the customers see,
touch, hear, smell or taste, writes CEO Howard
Schultz. -Virginia Postrel, The Substance of
Style How the Rise of AestheticValue Is
Remaking Commerce, Culture and Consciousness
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Having spent a century or more focused on other
goalssolving manufacturing problems, lowering
costs, making goods and services widely
available, increasing convenience, saving
energywe are increasingly engaged in making our
world special. More people in more aspects of
life are drawing pleasure and meaning from the
way their persons, places and things look and
feel. Whenever we have the chance, were adding
sensory, emotional appeal to ordinary function.
Virginia Postrel, The Substance of Style How
the Rise of Aesthetic Value Is Remaking Commerce,
Culture, and Consciousness
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CDOChief Design Officer
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Business people dont need to understand
designers better. Businesspeople need to be
designers. Roger Martin, Dean, Rotman
Management School,University of Toronto
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Message Men cannot design for womens needs.
Period.
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Perhaps the macho look can be interesting if
you want to fight dinosaurs. But now to survive
you need intelligence, not power and aggression.
Modern intelligence means intuitionits female.
Source Philippe Starck, Harvard Design Magazine
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Bottom Line.
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Design is WHAT WHY I LOVE. LOVE.
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All Time No.1 (TP)Ziplocs
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Design is WHY I GET MAD. MAD.
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Wanted THE DESIGNER OF MY KRUPPS/ CUISINART
COFFEE-MAKER. Major Reward!
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Design is never neutral.
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Hypothesis DESIGN is the principal difference
between love and hate!Not like and
dislike
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Better By DesignThe Design49Tom
PetersAuckland/30March2005
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Better By Design Toms
Design491. There are only 2 rules.2. Rule 1
You cant beat WalMart on price or China on
cost.3. Rule 2 See Rule 1.4. Econ Survival
Innovate and Sprint Up the Value-addedChain OR
DIE!5. DESIGN (WRIT LARGE) (DESIGN
MINDFULNESS) IS THE SOUL/ENGINE OF THE NEW
VALUE-ADDED IMPERATIVE.6. Design as Soul-Core
Competence 1 is a cultural imperative, not a
programmatic or process orthrow at it
issue!7. CDEs (Culturally Design-driven
Enterprises) use Design-Experiences-Dream
Merchantry-Lovemarks as the LeadDog(s) in the
OlympianInnovation-Strategy-ValueProposition
Struggle. 8. Dream Merchant makes as much
sense for IBM or GE or UPS as for Starbucks!
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The Value-added Ladder/ MEMORABLE
CONNECTIONSpellbinding Experiences viaSoul
Through Design Customer Success/Implemented
Gamechanging SolutionsServicesGoods Raw
MaterialsBlending Beauty, Usability,
Theatricality (Degree MFA/Master of Fine Arts,
D-school, Cultural Anthropology)
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EXCELLENCE.SYSTEMS. DESIGN. K.I.S.S.
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Lisbon/New BizWeeks to
Minutes (!!!!)
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90K in U.S.A. ICUs on any given day 178
steps/day in ICU.50 stays result in serious
complicationSource Atul Gawande, The
Checklist (New Yorker, 1210.07)
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Peter Pronovost, Johns Hopkins,
2001Checklist, line infections1/3rd at
least one error when he startedNurses/permissio
n to stop procedure if doc, other not
following checklistIn 1 year, 10-day
line-infection rate 11 to 0 Source Atul
Gawande, The Checklist (New Yorker, 1210.07)
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First Steps Beauty Contest!

• 1. Select one form/document invoice, airbill,
  sick leave policy, customer returns claim form.
• Rate the selected doc on a scale of 1 to 10 1
  Bureaucratica Obscuranta/Sucks 10 Work of Art
  on four dimensions Beauty. Grace.
• Clarity. Simplicity.
• 3. Re-invent!
• Repeat, with a new selection,
• every 15 working days.

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• Beauty
• Grace
• Clarity
• Simplicity

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The Value-added Ladder/ MEMORABLE CONNECTION
COURTESY THE ENTIRE SUPPLY CHAINWork as
ArtCustomer Success/Implemented Gamechanging
SolutionsServicesGoods Raw MaterialsArtists
and Process Engineers working in tandem
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EXCELLENCE.VALUE-ADDED LADDER VI. DREAM IT.
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Furniture vs. DreamsWe do not sell furniture
at Domain. 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
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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-based 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
SocietyHow the Coming Shift from Information to
Imagination Will Transform Your Business
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The Marketing of Dreams (Dreamketing)Dream
keting Touching the clients
dreams.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
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Up, Up, Up, Up the Value-added Ladder.
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The Value-added Ladder/ EMOTIONDreams Come
TrueDesign-driven Spellbinding Experiences
Customer Success/Implemented Gamechanging
SolutionsServicesGoods Raw MaterialsPsycholo
gists (Degree Psychology)
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CDMChief Dream Merchant
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The Dream Manager Matthew KellyAn
organization can only become the-best-version-of-i
tself to the extent that the people who drive
that organization are striving to become
better-versions-of-themselves. A companys
purpose is to become the-best-version-of-itself.
The question is What is an employees purpose?
Most would say, to help the company achieve its
purposebut they would be wrong. That is
certainly part of the employees role, but an
employees primary purpose is to become
the-best-version-of-himself or herself. When a
company forgets that it exists to serve
customers, it quickly goes out of business. Our
employees are our first customers, and our most
important customers.
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EXCELLENCE.SOUL II.THE STORY.
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Storytelling is the core of culture.
Branded Nation The Marketing of Megachurch,
College Inc., and Museumworld, James Twitchell
122
Car designers need to create a story. Every car
provides an opportunity to create an adventure.
The Prowler makes you smile. Why? Because its
focused. It has a plot, a reason for being, a
passion.Freeman Thomas, co-designer VW Beetle
designer Audi TT
123
Hmmmm(?) Only Words StoryAdventureSmile
FocusPlotPassion
124
CSTOChief Storytelling Officer
125
We are in the twilight of a society based on
data. As information and intelligence become the
domain of computers, society will place more
value on the one human ability that cannot be
automated emotion. Imagination, myth, ritual -
the language of emotion - will affect everything
from our purchasing decisions to how we work with
others. Companies will thrive on the basis of
their stories and myths. Companies will need to
understand that their products are less important
than their stories. Rolf Jensen, Copenhagen
Institute for Future Studies
126
The Value-added Ladder/ EMOTIONDreams Come
True/Best Story WinsDesign-driven Spellbinding
Experiences Customer Success/Implemented
Gamechanging SolutionsServicesGoods Raw
MaterialsAnthropology (Degree Anthropology)
127
EXCELLENCE.VALUE-ADDED LADDER VII. ALL YOU
NEED IS LOVE.
128
Brands have run out of juice. Theyre dead.
Kevin Roberts/Saatchi Saatchi
129
Brands Are Out of Juice1. Brands
are worn out from overuse.2. Brands are no
longer mysterious.3. Brands cant understand the
new consumer.4. Brands struggle with good
old-fashioned competition.5. Brands have
been captured by formula.6. Brands have been
smothered by creeping conservatism.Source
Lovemarks The Future Beyond Brands, Kevin Roberts
130
Kevin Roberts Lovemarks!
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Brand . LovemarkRecognized by
consumers . Loved by PeopleGeneric
PersonalPresents a narrative
.. Creates a Love storyThe promise of
quality A touch of SensualitySymbolic
.. IconicDefined
.. InfusedStatement
.. StoryDefined
attributes.. Wrapped in MysteryValues
. SpiritProfessional
... Passionately CreativeAdvertising
agency .. Ideas companySource Kevin
Roberts, Lovemarks
136
Up, Up, Up, Up the Value-added Ladder.
137
The Value-added Ladder/ ECSTASY Lovemark
Dreams Come True/Best Story Wins Spellbinding
Experiences/Soul Through DesignCustomer
Success/Implemented Gamechanging
SolutionsServicesGoodsRaw MaterialsPassion
(Degree ????)
138
CL OChief Lovemark Officer
139
Up, Up, Up, Up the Value-added Ladder.
140
4/7
141
Ladder.2008 4 of 7! Lovemark Dreams Come
True Spellbinding ExperiencesGamechanging
SolutionsServicesGoodsRaw Materials
142
New (4 of 7) Value-added Ladder Plays to
Womens Inherent Strengths! Lovemark/F Dreams
Come True/F Spellbinding Experiences/FGamechangi
ng Solutions/FServices/F-MGoods/MRaw
Materials/M
143
Note 1 Men
Reductionist/ ThingsWomen Holistic/
Relationships
144
One thing is certain Womens rise to power,
which is linked to the increase in wealth per
capita, is happening in all domains and at all
levels of society. Women are no longer content to
provide efficient labor or to be consumers with
rising budgets and more autonomy to spend.
This is just the beginning. The phenomenon will
only grow as girls prove to be more successful
than boys in the school system. For a number of
observers, we have already entered the age of
womenomics, the economy as thought out and
practiced by a woman. Aude Zieseniss de Thuin,
Financial Times, 10.03.2006
145
Note 2 The composition of work groups engaged
in the 4 of 7 new steps on the Ladder must
look like the global market we serve!
146
EXCELLENCE. DOES MATTER MATTER?
147
What Isnt Matter Is What Matters section
title, Branded Nation The Marketing of
Megachurch, College Inc., and Museumworld, James
Twitchell
148
VA Teaching MomentAndy pointed to a molding,
about halfway up the wall
149
The Boot and TimberlandThe Tomato/ Farmer
and Campbells
150
Ladder.2008 4 of 7! Lovemark Dreams Come
True Spellbinding ExperiencesGamechanging
SolutionsServicesGoodsRaw Materials
151
The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo
152
Excellence can be obtained if you ... care
more than others think is wise ... risk
more than others think is safe ... dream
more than others think is practical ...
expect more than others think is
possible. Source Anon. (Posted _at_ tompeters.com
by K.Sriram, November 27, 2006 117 AM)
153
EXCELLENC ALWAYS.THE VALUE-ADDED LADDER.