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We Are ( ALL ) in the “Experiences Industry.” Tom Peters/infoComm2002/ Las Vegas/06.11.2002

We Are ( ALL ) in the “Experiences Industry.” Tom Peters/infoComm2002/ Las Vegas/06.11.2002.

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We Are ( ALL ) in the “Experiences Industry.” Tom Peters/infoComm2002/ Las Vegas/06.11.2002

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  1. We Are (ALL) in the “Experiences Industry.”Tom Peters/infoComm2002/ Las Vegas/06.11.2002

  2. Tom’s Technology SlideThe Web rules!Meetings/face-to-face are doomed!*(*Maybe.)Kids rule!Old farts don’t get it!*(*But they pay your bills.)09.11 matters—the accelerator factor.K.I.S.S.* (*Jakob Nielsen/Designing Web Usability)Pete knows!* (*See next slide.)

  3. “Knowledge becomes obsolete incredibly fast.The continuing professional education of adults is the No. 1 industry in the next 30 years… mostly on line.”Peter Drucker/Business 2.0/22August2000

  4. We Are (ALL) in the “Experiences Industry.”Tom Peters/infoComm2002/ Las Vegas/06.11.2002

  5. TP: The next slide is important.

  6. 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

  7. All Slides Available at …tompeters.comNote: Lavender text in this file is a link.

  8. 100 X 24 = 2,400

  9. The “Solutions Imperative.”

  10. The Big Day!

  11. 09.11.2000: HP bids $18,000,000,000for PricewaterhouseCoopersconsulting business!

  12. “These days, building the best server isn’t enough. That’s the price of entry.”Ann Livermore, Hewlett-Packard

  13. Gerstner’s IBM: Systems Integrator of choice. Global Services: $35B.Pledge/’99: Business Partner Charter. 72 strategic partners, aim for 200. Drop many in-house programs/products. (BW/12.01).

  14. “We want to be the air traffic controllers of electrons.”Bob Nardelli, GE Power Systems

  15. “Customer Satisfaction” to “Customer Success”“We’re getting better at [Six Sigma] every day. But we really need to think about the customer’s profitability. Are customers’ bottom lines really benefiting from what we provide them?”Bob Nardelli, GE Power Systems

  16. Keep In Mind: Customer Satisfactionversus Customer Success

  17. “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/06.01 (E.g., UPS Logistics manages the logistics of 4.5M Ford vehicles, from 21 mfg. sites to 6,000 NA dealers)

  18. Omnicom: 57% (of $6B) from marketing services

  19. “Solutions Imperative” = A World of “Experiences.”

  20. “Experiencesare as distinct from services as services are from goods.”Joseph Pine & James Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage

  21. 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

  22. “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 that’s not work or home. It’s the place our customers come for refuge.”Nancy Orsolini, District Manager

  23. “Club Med is more than just a ‘resort’; it’s a means of rediscovering oneself, of inventing an entirely new ‘me.’ ”Source: Jean-Marie Dru, Disruption

  24. “Guinness as a brand is all about community. It’s about bringing people together and sharing stories.”—Ralph Ardill, Imagination, in re Guinness Storehouse

  25. The “Experience Ladder”Experiences ServicesGoods Raw Materials

  26. 1940: Cake from flour, sugar (raw materials economy): $1.001955: Cake from Cake mix (goods economy): $2.001970: Bakery-made cake (service economy): $10.001990: Party @ Chuck E. Cheese (experience economy) $100.00

  27. Message:“Experience” is the “Last 80%”P.S.: “Experience” applies to allwork!

  28. 1940: Cake from flour, sugar (raw materials economy): $1.001955: Cake from Cake mix (goods economy): $2.001970: Bakery-made cake (service economy): $10.001990: Party @ Chuck E. Cheese (experienceeconomy) $100.00

  29. It’s All About EXPERIENCES: “Trapper” to “Wildlife Damage-control Professional”Trapper: <$20 per beaver pelt.WDCP: $150/“problem beaver”; $750-$1,000 for flood-control piping … so that beavers can stay.Source: WSJ/05.21.2002

  30. The “Experience Ladder”Experiences ServicesGoods Raw Materials

  31. Ladder PositionMeasureSolutions Success(Experiences)Services SatisfactionGoods Six-sigma

  32. Experiences that WOW.

  33. “Reward excellent failures. Punish mediocre successes.”Phil Daniels, Sydney exec

  34. “Let’s make a dent in the universe.”Steve Jobs

  35. The greatest dangerfor most of usis not that our aim istoo highand we miss it,but that it istoo lowand we reach it.Michelangelo

  36. WOW Addenda:The Sales25.

  37. The Sales25: Great Salespeople …1. Know the product. (Find cool mentors, and use them.)2. Know the company.3. Know the customer. (Including the customer’s consultants.) (And especially the “corporate culture.”)4. Love internal politics at home and abroad.5. Religiously respect competitors. (No badmouthing, no matter how provoked.)6. Wire the customer’s org.(Relationships at all levels & functions.)7. Wire the home team’s org. and vendors’ orgs.(INVEST Big Time time in relationships at all levels & functions.) (Take junior people in all functions to client meetings.)

  38. It’s politics, stupid!(Play or sit on the sidelines.)

  39. The Sales25: Great Salespeople …1. Know the product. (Find cool mentors, and use them.)2. Know the company.3. Know the customer. (Including the customer’s consultants.) (And especially the “corporate culture.”)4. Love internal politics at home and abroad.5. Religiously respect competitors. (No badmouthing, no matter how provoked.)6. Wire the customer’s org.(Relationships at all levels & functions.)7. Wire the home team’s org. and vendors’ orgs.(INVEST Big Time time in relationships at all levels & functions.) (Take junior people in all functions to client meetings.)

  40. Great Salespeople …8. Never overpromise.(Even if it costs you your job.)9. Sell only by solving problems-creating profitable opportunities.(“Our product solves these problems, creates these unimagined INCREDIBLE opportunities, and will make you a ton of money—here’s exactly how.”) (IS THIS A “PRODUCT SALE” OR A WOW-ORIGINAL SOLUTION YOU’LL BE DINING OFF 5 YEARS FROM NOW? THAT WILL BE WRITTEN UP IN THE TRADE PRESS?)10. Will involve anybody—including mortal enemies—if it enhances the scope of the problem we can solve and increases the scope of the opportunity we can encompass.11. Know the Brand Story cold; live the Brand Story. (If not, leave.)

  41. Great Salespeople …12. Think “Turnkey.” (It’s always your problem!)13. Act as “orchestra conductor”: You are responsible for making the whole-damn-network respond. (PERIOD.)14. Help the customer get to know the vendor’s organization & build up their Rolodex.15. Walk away from bad business.(Even if it gets you fired.)16. Understand the idea of a “good loss.”(A bold effort that’s sometimes better than a lousy win.)17. Think those who regularly say “It’s all a price issue” suffer from rampant immaturity & shrunken imagination.18. Will not give away the store to get a foot in the door. 19. Are wary & respectful of upstarts—the real enemy.20. Seek several “cool customers”—who’ll drag you into Tomorrow land.

  42. Great Salespeople …21. Use the word “partnership” obsessively, even though it is way overused.(“Partnership” includes folks at all levels throughout the supply chain.)22. Send thank you notes by the truckload.(NOT E-NOTES.) (Most are for “little things.”) (50% of those notes are sent to those in our company!) Remember birthdays. Use the word “we.” 23. When you look across the table at the customer, think religiously to yourself: “HOW CAN I MAKE THIS DUDE RICH & FAMOUS & GET HIM-HER PROMOTED?” 24. Great salespeople can affirmatively respond to the query in an HP banner ad: HAVE YOU CHANGED CIVILIZATION TODAY?25. Keep your bloody PowerPoint slides simple!

  43. “The deepest human need is theneed to be appreciated.”William James

  44. “The two most powerful things in existence:a kind word and a thoughtful gesture.”Ken Langone, CEO, Invemed Associates [from Ronna Lichtenberg, It’s Not Business, It’s Personal]

  45. “Thank you”17 Men: 84 Women: 19

  46. Great Salespeople …21. Use the word “partnership” obsessively, even though it is way overused.(“Partnership” includes folks at all levels throughout the supply chain.)22. Send thank you notes by the truckload.(NOT E-NOTES.) (Most are for “little things.”) (50% of those notes are sent to those in our company!) Remember birthdays. Use the word “we.” 23. When you look across the table at the customer, think religiously to yourself: “HOW CAN I MAKE THIS DUDE RICH & FAMOUS & GET HIM-HER PROMOTED?” 24. Great salespeople can affirmatively respond to the query in an HP banner ad: HAVE YOU CHANGED CIVILIZATION TODAY?25. Keep your bloody PowerPoint slides simple!

  47. Politics.Sales.Thank you.

  48. The “Soul” of “Experiences”: Design Rules!

  49. Design’s place in the universe.

  50. 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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