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Distinct or … Extinct Tom Peters Seminar2000 CRAVE San Francisco 27September2000. Welcome to the Age of “Ohmygod!”.
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Distinct or … ExtinctTom Peters Seminar2000CRAVESan Francisco27September2000
NOW THAT’S B-I-G!“The period 2000-2002 will bring the single greatest change in worldwide economic and business conditions since we came down from the trees.”David Schneider & Grady Means, MetaCapitalism
“The corporation as we know it, which is now 120 years old, is not likely to survive the next 25 years. Legally and financially, yes, but not structurally and economically.”Peter Drucker, Business 2.0 (08.00)
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
“We make over three new product announcements a day. Can you remember them? Our customers can’t!”Carly Fiorina
“The ‘surplus society’ has a surplus of similar companies, employing similarpeople, with similar educational backgrounds, working in similar jobs, coming up with similarideas, producing similar things, with similarprices and similarquality.”Kjell Nordstrom and Jonas Ridderstrale,Funky Business
“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
“Our strategies must be tied to leading edge customers on the attack. If we focus on the defensive customers, we will also become defensive.”John Roth, CEO, Nortel
Funky Business: “To succeed we must stop being so goddamn normal. In a winner-takes-all world,normal = nothing.”
Design: The No.1 Source of PassionateAttachment!(Or undying despair)
Wanted: Dead [preferably] or Alive: THE DESIGNER OF MY RADIO SHACK PHONE. Major Reward!
Hypothesis: DESIGN is the principal difference between love and hate.
“We don’t have a good language to talk about this kind of thing. In most people’s 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
Ralph Caplan, By Design: “What affects us so strongly when we see an MG or a beautifully balanced knife is that someone has pleased us by making what we wanted and never knew we wanted.”
DESIGN transforms the perception of what’s possible.E.g.: Plate-glass windows. Apple II.
“Car designers need to create astory. Every car provides an opportunity to create anadventure. …“The Prowler makes yousmile. Why? Because it’s focused. It has aplot, a reason for being, apassion.”Freeman Thomas, co-designer VW Beetle; designer Audi TT
Hmmmm(?): “Only” Words …StoryAdventureSmile FocusPlotPassion
PlotWilliams Sonoma = 6 [was 10]Crate & Barrel = 8Sharper Image = 9+Smith & Hawken = 8+Garnet Hill = 9L.L. Bean = 5 [was 9+]Land’s End = 7+Colonial Williamsburg = ?
“Sometimes I have episodes of wild fury in rental cars. It’s not road rage. It’s more like design rage.”Susan Casey, www.ecompany.com
The I.D. [International Design] Forty*Airstream … Alfred A. Knopf … Apple Computer …Amazon.com… Bloomberg… Caterpillar …CNN… Disney…FedEx… Gillette … IBM …Martha Stewart… New Balance …Nickelodeon… Patagonia …The New York Yankees… 3M … Etc. * List No. 1, 1999
“Most companies would do more business on the Internet if they fired their entire marketing department and replaced it with people who could produce interactive content that actually made it easier for users to buy.”Jakob Nielsen, Nielsen Norman Group
Red Herring (01/00)75% of online shoppers don’t complete their purchase!
Nielsen/Designing Web UsabilityAll Web projects are customer-interface projects! Simplicity rules! Make it easy for customers to perform useful tasks!Less “cool,” more useful!Speed rules!
SWASimple!!!!!!!!!!!!(customers call because the process is so easy they can’t believe they’re done)30% of revenues directly from site(vs. 6% for others)Source: Business Week (09.00)
Message: All the “cool stuff” looks [exactly] like all the other “cool stuff” in this , THE BRIGHT NEW AGE OF DESIGN.
“Reward excellent failures. Punish mediocre successes.”Phil Daniels, Sydney exec
Measures • WOW! • Beauty! • Raving Fans! • Impact!
Headline: “Bank of America to Cut … 10,000 Jobs”“Middle-level and senior managersare expected to be the principal targets of the job cutbacks.”Source: The New York Times (07.29.2000)
