(Fire!Fire!Fire!)

1、 rollercoaster days: learning to rock now they are authorities. arguably this is the first time the older generation can and must leverage the younger generation very early in their careers.” ed michaels, war for talent (05.17.00) “where do good new ideas come from? thats simple! from differences. c

2、reativity comes from unlikely juxtapositions. the best way to maximize differences is to mix ages, cultures and disciplines.” nicholas negroponte the cracked ones let in the light “our business needs a massive transfusion of talent, and talent, i believe, is most likely to be found among non-conform

3、ists, dissenters and rebels.” david ogilvy “as leaders, women rule: new studies find that female managers outshine their male counterparts in almost every measure” title, special report, business week, 11.20.00 women and new- economy management the new economy shout goodbye to “command and control”!

4、 shout goodbye to hierarchy! shout goodbye to “knowing ones place”! womens stuff = new economy match improv skills relationship-centric less “rank consciousness” self determined trust sensitive intuitive natural “empowerment freaks” less threatened by strong people intrinsic motivation extrinsic “ta

5、ke 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 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 m

6、ore 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 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, ni

7、cki joy 50% of orders routed to supplier who ships direct gross margin: 65%; net margin: 28% annual savings in service and support from customer self-management: $550m enron eworld: “price a structured trade,” per john arnold, 26: early 1999: 30 times a day. late 2000: 30 times per minute. long-term

8、 gas contract. 1989: 9 months, 400+ deals. late 90s: 2 weeks, 2 per week. late 2000: 5 such deals per day source: (1-2/2001) “this is the first meter of a 10-kilometer race. eventually, all markets will come to resemble todays foreign exchange market.” hamid biglari, head of corporate strategy, citi

9、group, in “gigatrends,” wired 04.01 tomorrow today: cisco! 90% of $20b; save $550m c.sat e c.sat h customer engineer chat rooms/collaborative design ($1b “free” consulting) (45,000 customer problems a week solved via customer collaboration) welcome to d.i.y. nation! “changes in business processes wi

10、ll emphasize self service. your costs as a business go down and perceived service goes up because customers are conducting it themselves.” ray lane, oracle “one cannot be tentative about this. excuses like channel conflict or marketing and sales arent ready cannot be allowed. delay and you risk bein

11、g cut out of your own market, perhaps not by traditional competitors but by companies you never heard of 24 months ago.” jack welch 07.00/f “weve put the word out to all of our suppliers: by the end of the year 2000 well only do purchasing over the internet.” john paterson, c.p.o., ibm $50b from 18,

12、000 suppliers webworld = everything web as a way to run your businesss innards web as connector for your entire supply-demand chain web as “spiders web” which re-conceives the industry web/b2b as ultimate wake-up call to “commodity producers” web as the scourge of slack, inefficiency, sloth, bureauc

13、racy, poor customer data web as an encompassing way of life web = everything (p.d. to after-sales) web forces you to focus on what you do best web as entre, at any size, to worlds best at everything as next door neighbor “ebusiness is about rebuilding the organization from the ground up. most compan

14、ies today are not built to exploit the internet. their business processes, their approvals, their hierarchies, the number of people they employ all of that is wrong for running an ebusiness.” ray lane, kleiner perkins “there is no use trying,” said alice. “one cant believe impossible things.” “i dar

15、esay you havent had much practice,” said the queen. “when i was your age, i always did it for half an hour a day. why, sometimes ive believed as many as six impossible things before breakfast.” lewis carroll inet allows you to dream dreams you could never have imagined before! brand outside strategy

16、 3: design matters! 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 “we dont have a good language to tal

17、k 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 design “is” what non-traditional hiring, with an emphasis on the arts, is part of this. di

18、versity-r-us! design-minded company: operating philosophy all work is the product of hot teams of peers. hierarchy is minimal, and usually a distraction. we understand that “disrespect” is the ultimate in respect in crazy times. the work matters! wow or bust! all work reflects design-mindfulness but

19、 it is not my bailiwick. my “game” is haranguing business leaders about my fact-based conviction that womens increasing power leadership skills and purchasing power is the strongest and most dynamic force at work in the american economy today. dare i say it as a long-time palo altan this is even big

20、ger than the internet! tom peters brand outside strategy 5: welcome to “old world”! “ age power will rule the 21st century. we are woefully unprepared.” ken dychtwald, age power: how the 21st century will be ruled by the new old subject: marketers & stupidity its 18-44, stupid!* *18-24: xfl subject:

21、 marketers & stupidity or is it: “18-44 is stupid, stupid!” 2000-2010 stats 18-44: -1% 55+: +21% (55-64: +47%) aging/“elderly” $ “im in charge!” 50+ $7t wealth (70%)/$2t annual income 50% all discretionary spending 79% own homes 40m credit card users 41% new cars/48% luxury/5m auto loans $610b healt

22、hcare spending 74% prescription drugs 5% of advertising targets ken dychtwald, age power: how the 21st century will be ruled by the new old priorities: aging/“elderly” experiences convenience comfort access respect! trends #1, #2 or #2 & #1,#3: women, aging, greening protect the environment: 52% dev

23、elop more energy: 36% equal: 6% no opinion or other: 6%: source: gallup 3-5 march 2001 brand outside strategy 6: brand power! “who are you these days ?” tp to client “we are in the twilight of a society based on data. as information and intelligence become the domain of computers, society will place

24、 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 underst

25、and that their products are less important than their stories.” rolf jensen, copenhagen institute for future studies “most companies tend to equate branding with the companys marketing. design a new marketing campaign and, voila, youre on course. they are wrong. the task is much bigger. it is about

26、fulfilling our potential not about a new logo, no matter how clever. what is my mission in life? what do i want to convey to people? how do i make sure that what i have to offer the world is actually unique? the brand has to give of itself, the company has to give of itself, the management has to gi

27、ve of itself. to put it bluntly, it is a matter of whether or not you want to be unique now.” jesper kunde, a unique moment “brand promise” exercise: (1) who are we? (1 page, then 25 words.) (2) list three ways in which we are unique to our clients. (3) who are they (competitors)? (id, 25 words.) (4

28、) list 3 distinct “us”/“them” differences. (5) try “results” on your teammates. (6) try em on a friendly client. (7) big enchilada: try em on a skeptical client! “who are we?” “who am i ?” “me and the brand promise, a passionate saga” we hope! edgartown ma: a&p fun a&p fun in the sun storein the sun

29、 store do the employees buy this act? “exactly how am i/ are we different?” “ why does it matter to the client?” “exactly how do i convey that difference to the client ” message: real branding is personal. real branding is integrity. real branding is consistency & freshness. real branding is the ans

30、wer to who are we? why are we here? real branding is why i/you/we all get out of bed in the morning. real branding cant be faked. real branding is a systemic, 24/7, all departments, all hands affair. tell the truth p-l-e-a-s-e part i: brand inside part ii: brand outside part iii: brand leadership brand leadership passion rules! “l(fā)e