Brand Outside

Strategy 7:Embracing an

Age of Self-Determination

Emerson’s Back … with a vengeance! It’s scary! It’s cool!

Gas from priceline.com

Self-Determination Redux

Micropower (fuel cells) …Microgrids …

“Virtual Utilities”

Source: The Economist (08.2000)

Chaos Breeds: The Dawn of …

The [New] Age of Self-Determination!

“We are in a

brawl with no rules.”

Paul Allaire

The [New] Ge Way

DYB.com

The Gales of Creative Destruction

+29M = -44M + 73M

+4M = +4M - 0M

The Individual

White Collar Revolution!

“The fundamental unit of the new economy is not the corporation, but the individual. Tasks aren’t assigned and controlled through a stable chain of command but are carried out autonomously by

independent contractors—e-lancers—who join together in fluid and temporary networks to sell goods and services. When the job is done, the network dissolves and its members become independent again, circulating through the economy, seeking the next assignment.”

Thomas Malone and Robert Laubacher

DISTINCT … OR EXTINCT!

“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

“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 future options. 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, futureWEALTH

Credo

“WORK WORTH

PAYING FOR”

You are the … Rock Stars

of the B2B Age!

“You are the storyteller of your own life, and you

can create your own legend or not.”

Isabel Allende

“I am an American, Chicago born, and go at things as I have taught myself, free-style, and will make the record in my own way.”

Saul Bellow, The Adventures of Augie March

America[ns] The … Beautiful Re-inventors

Ben F.Ralph W.E.

Dale C.N.V.P.

Werner E./EST“Tony R.”/“Coals Dude”

Stephen

Bill Parcells’ World/ Brand You World!

BLAME NOBODY!EXPECT NOTHING!DO SOMETHING!

NY Post (9/99)

“Everything can be taken from man but one thing: the last of human freedoms—to choose

one’s own attitude in any set of circumstances, to choose

one’s own way.”Victor Frankl, Auschwitz survivor

The Work

Enter …

The WOW Project!*

*The Project50

Topic: Boss-free

Implementation of STM /Stuff That

MATTERS!

I. THE IDEA

“4Fs”: Find a

Fellow Freak

Faraway

Recruit [a/a = 1] Friend [in the Boondocks]

Skip [Flip off] the Hierarchy!Recruit [A]nother Friend!Do Some Cool Shit! Fast!

Surround the Bastards [with WOW WINS/ results]!

II. THE NUGGET

Do Something. Do Anything.

Get Going.Now.

Opportunity ALWAYS Knocks

VFCJ* “Strategy”

*Volunteer For Crappy Jobs

Is It …

“The Oh-Shit-I-Wish-It-Were-Over Memorial Day picnic”

or

“The First Annual Seriously

Kewl Celebration of Our Incredible Staff”

Is It …

Wrestle the damn Safety Manual into line with the ridiculous new OSHA Regs?

Or …

A stealth opportunity to address the War for Talent via … a thoroughgoing review

of how safety and environmental issues contribute to making this a

Great Place to Work?

Is It …

Fix these bloody customer problems that have cropped up with the new 2783B?

Or …

A chance to work with a hotshot, young division GM on …

using the Internet/Internet Speed to revisit the entire process of how we get customer input—before and during the fact—into the

heart of the Product Design Process?

The greatest dangerfor most of us

is not that our aim istoo high

and we miss it,but that it is

too lowand we reach it.

Michelangelo

Epitaph from Hell … Epitaph from Hell …

Joe T. Jones Joe T. Jones

1942 - 20001942 - 2000

HE WOULDA DONE SOME HE WOULDA DONE SOME

REALLY COOL STUFF REALLY COOL STUFF

BUT …BUT …

HIS BOSS WOULDN’T LET HIM! HIS BOSS WOULDN’T LET HIM!

Ann Richards’ Dogma

Show up!

Know your story!

Put yourself at risk every day!

The Organization: [Talent] Seller’s

Market

“When land was the scarce resource, nations battled

over it. The same is happening now for talented people.”

Stan Davis & Christopher Meyer, futureWEALTH

Tomorrow’s Headlines

“Molecular biologists are up 3 points, economists

down 1/4, in moderate trading”futureWEALTH, Stan Davis and

Christopher Meyer

Winner Take All!

From “1, 2 or 3” [JW] to … “Best talent in each

industry segment to build best proprietary intangibles” [EM]

Source: Ed Michaels, War for Talent (05.17.00)

“Top performing companies are two to four times more likely than the rest to pay what it

takes to prevent losing top performers.”

Ed Michaels, War for Talent (05.17.00)

“A good plant engineer in a paper mill may create $100K to $300K in value per year. An

outstanding software product developer may create a product worth $1M to $300M. Talented people are less likely to wait their turn. We

used to view young people as trainees; 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)

Dudes With ’Tude“Our business needs a massive transfusion of talent. And talent, I believe, is most likely to be found

among non-conformists, dissenters and rebels.” David Ogilvy

“Diversity defines the health and wealth of nations in a new century. Mighty is the

mongrel. … The hybrid is hip. The impure, the mélange, the adulterated, the blemished, the

rough, the black-and-blue, the mix-and-match—these people are inheriting the earth. Mixing is the new norm. Mixing trumps

isolation. It spawns creativity, nourishes the human spirit, spurs economic growth

and empowers nations.”

G. Pascal Zachary, The Global Me: New Cosmopolitans and the Competitive Edge

“Capitalism and the conditions for creating wealth have changed in ways that play to the strengths of hybrid

individuals, organizations and nations. And those that wish to profit from changing economic conditions must view hybridity as their first and best option. This bold

claim warrants an explanation. The ability to apply knowledge to new situations is the most valued

currency in today’s economy. Highly creative people … are misfits on some level. They tend to question

accepted views and consider contradictory ones. This appreciation defines the mongrel mentality. Strangers

instinctively question things that natives take for granted. Many things strike them as odd or stupid. …”

G. Pascal Zachary, The Global Me

Women and new-economy

management …

Women’s Stuff = New Economy Match

Improv skillsRelationship-centric

Less “rank consciousness”Self determinedTrust sensitive

IntuitiveNatural “empowerment freaks” [less

threatened by strong people]Intrinsic [motivation] > Extrinsic

“TAKE 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 more 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 day’s events? Who is

better at keeping in touch with others?”

Source: Selling Is a Woman’s Game: 15 Powerful Reasons Why Women Can Outsell Men, Nicki Joy &

Susan Kane-Benson

The Market: Fighting

Sameness with Distinction

Quality Not Enough!

“Quality as defined by few defects is becoming the

price of entry for automotive marketers

rather than a competitive advantage.”

J.D. Power

Quality Not Enough!

“While everything may be better, it is also

increasingly the same.”Paul Goldberger on retail, “The Sameness

of Things,” The New York Times

“These days, you can’t succeed as a company if you’re consumer led—

because in a world so full of so much constant change, consumers can’t

anticipate the next big thing.

Companies should be idea-led and consumer-

informed.”Doug Atkin, partner, Merkley Newman Harty

Web World: POWER TO THE

PEOPLE

Tomorrow Today: Cisco!

87% of $20B(Cisco Connection ONLINE)

Save $500M(service and tech support)

C.Sat e >> C.Sat HCustomer Engineer

Chat Rooms/Collaborative Design ($1B “free” consulting)

Bruce Butterfield, CEO, The Forbes Group …

“self-forming groups”“catalyst for community”

“participant-determined world”

Source: Association Executive 4/00

SoftWatch (MS)“Manage relationships across the

healthcare continuum”/ Amir Kishon

Establish e-relationships with customers/retain customers/collect data

Patients record info + receive feedback/ online access to nurses

Community with others with MS

Etc.Source: Start-Up

The Motley Fool Secret?

“Strangers helping strangers”“Fools’ Logic,” IW

Some Lessons from AOL (Yahoo, etc.) …

Customized InfoCustomer Control

Utility (convenience, speed, control, insta-choice)

Self-created CommunityChat/Sociability!

Community …

Somewhat mediated, segmented chat rooms (must be “managed”/ seeded)User-friendly technical/ professional info

Industry “intelligence”Some very timely stuff/ attractors

Hotlinks by the gazillion (to professional and unrelated stuff)

Expert/ advisor opinions (info, chats, etc.)Opportunity for users to build

own Web page & create own communities

Welcome to

D.I.Y. Nation!“Changes in business processes will emphasize self service. Your costs as

a business go down and

perceived service goes up because customers are conducting it

themselves.” Ray Lane, Oracle

Shop in your Underwear

Source: SM’d logo for www.ae.comae = American Eagle Outfitters

“It” is real! It is “Life and Death”!Dream BIG!

Start Now! Study Hard! Play Hard! Play Fast! Go on Offence!

Hire great folks! (They ain’t cheap. They are young!)

Don’t cut corners on infrastructure!

Rem: “Age of the Never Satisfied Customer”!

We ain’t seen nothin’ yet!

I’net Freedom Manifesto

I AM IN CHARGE HERE! I CAN DO WHATEVER

I NEED OR WANT TO DO WHENEVER I WANT

TO DO IT!

Anne Busquet/ American Express

Not: “Age of the Internet”

Is: “Age of Customer Control”

Amen!

“The Age of the Never Satisfied

Customer”Regis McKenna

Patricia Seybold’s “Basics”:The E-Customer Bill of Rights

Don’t waste my time!Remember who I am!

Make it easy for me to order and procure service!

Customize your products and services for me!

Source: customers.com

“The Web enables total transparency. People with

access to relevant information are beginning to challenge any type of

authority. The stupid, loyal and humble customer, employee, patient

or citizen is dead.”

Kjell Nordstrom and Jonas Ridderstrale, Funky Business

Women Get Respect … and

Take Charge

$4.8T > Japan

9/27.5/3.6T > Germany

Read This Book …

EVEolution: The Eight Truths of Marketing to Women

Faith Popcorn & Lys Marigold

EVEolution: Truth No. 1

Connecting Your Female Consumers to Each

Other Connects Them to Your Brand

Weight Watchers International “Model”

“What if ExxonMobil or Shell dipped into their credit card database to help commuting women

interview and make a choice of car pool partners?”

“What if American Express made a concerted effort to connect up female empty-nesters

through on-line and off-line programs, geared to help women re-enter the workforce with today’s

skills?”

EVEolution

EVEolution: Truth No. 2

If You’re Marketing to One of Her Lives, You’re Missing All

the Others

The Elderly Get Respect … and

Take Charge

74/55

“At each stage of their lives, the needs and desires of the baby

boomers have become the dominant concerns of American business and popular culture. If you can anticipate

the movement of the baby-boom generation’s life-span migration, you

can see the future.”Ken Dychtwald, Age Wave

Priorities: Aging/“Elderly”

Experiences … Convenience … Comfort

… Access … Respect!

Aging/“Elderly”

2X growth rate$$$$$$$$$$$$

“I’m in charge!”

Good source: Ken Dychtwald, Age Wave

Our Biggest Industry: The Patient Gets

Respect … and Takes Charge

Health Care Tsunami

Prevention/Wellness/FitnessProactive Engineering/Gene

“stuff”[Blockbuster-Bazooka to Specific-Sniper’s Rifle]

Holistic/Homeopathic/Non-traditionalPatient-centric/Web-led

No waste [Healtheon/WebMD et al.]Etc.

“Medicine looks likely to change more in the next 20 years than it has in

the last 200.”

British Medical Journal (11-11-99)

Alternative Medicine

More visits than to physicians

Same $$$ expenditure [approx $27B]

Stanford study: 2/3 use alt therapies

“This is the first time in Western medical history that we have had a movement that is consumer

driven.”/Dr. Woody Merrell, Center for Health and Healing, Beth Israel Hospital, Manhattan.

[Merrell: Process = Partnership.]

Source: Barron’s/05.15

“Online Medical Records Seen Empowering

Patients”

Source: Headline, Boston Globe, 07.31.2000, re 1K docs and 700K

patients @ CareGroup

SoftWatch (MS)“Manage relationships across the

healthcare continuum”/ Amir Kishon

Establish e-relationships with customers/retain customers/collect data

Patients record info + receive feedback/ online access to nurses

Community with others with MS

Etc.Source: Start-Up

1965: “ ‘Doctor’ will see you now. ‘Doctor’ will take care of you.”

YES, NURSE. ME GOOD PUPPY DOG.

1995: “HMO will take care of you.”

BULLSHIT.

2005: “I will take care of me. I’d like your expert help.”

“Partner for Good Health”

vs.

“Savior for the Sick”

Source: NPR/VPR 08.15.00

Patient-centric* Health Care

Wellness (Fix to prevent.)

Partnership (“Tour guide” model.)

Web (Info and support group availability

RESPECT! (Mutual.)

WOMEN RULE!*Not: HMO-centric, Employer-centric, Insurer-

centric, Doc-centric

The Poor Get Respect

And speaking of self-determination …

Grameen Bank/Bangladesh

“It’s not people who aren’t credit-worthy. It’s banks that aren’t

people worthy.”$2.3B to 2.3M [typical 1st loan: $15.]

98% recovery rate [94% to women]

1/3rd out of poverty; 1/3rd up to non-poverty threshold

Muhammad Yunus, Banker to the Poor

MBWA, Grameen Style!“Conventional banks ask their clients to come

to their office. It’s a terrifying place for the poor and illiterate. … The entire Grameen Bank system runs on the principle that people

should not come to the bank, the bank should go to the people. … If any staff member is seen in the office, it should be taken as a violation of the rules of the Grameen Bank. … It is essential

that [those setting up a new village Branch] have no office and no place to stay. The reason

is to make us as different as possible from government officials.

Grameen Bank: “Borrowing Group”

Self-formed; 5 members; Oral test Group approves all loan requests, but individual liability

(8 Groups to a “Center”) Weekly payment, 1-year loan (5% to Group Fund; if

one defaults, no more loans to Group) No legal instrument

1st loan about $15 (housing loan after 3 successful 1-year loans; property to wife’s name)

Lend to two, then six weeks later two more, Chairman last

Process aims to exclude non-resilient people

“The Grameen loan is not simply cash. It

becomes a kind of ticket to self-discovery and

self-exploration.”

Muhammad Yunus

Self-Determination & Empowerment: Dealing in Hope

Brand Leadership!

“A key—perhaps the key—to leadership is the effective

communication of a story.”

Howard Gardner Leading Minds: An Anatomy of Leadership

Brand Leadership:ENTHUSIASM RULES!

“I am a dispenser of enthusiasm.”/ Ben

Zander

“A leader is a dealer in hope.”

Napoleon

“Create a ‘cause,’ not a ‘business.’ ”

Gary Hamel, Fortune (06.00), on re-inventing a company (Exemplar #1:

Charles Schwab)

T.T.D.:

Is your strategy centered around customer-client empowerment & self-

determination?