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GWSAE: Tom Peters’ Manifesto2003 06.12.2003

GWSAE: Tom Peters’ Manifesto2003 06.12.2003.

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GWSAE: Tom Peters’ Manifesto2003 06.12.2003

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  1. GWSAE:TomPeters’ Manifesto200306.12.2003

  2. 1. Make every Member Transaction a WOW Experience. In 2003, “good enough” is not good enough. (Barry Gibbons: “When we did it ‘right’ it was still pretty ordinary.” Whoops!) I see all too many “normal” shows and, say, marginal publications. E.g.: Why shouldn’t an association mag meet Time standards?

  3. 2. Apply the Cirque Du Soleil Standard to every show! You must give people far better & more compelling reasons than before to attend.

  4. 3. BRAND the daylights out of the Association! Be Crystal Clear as to what your P.O.D.D. (Point of Dramatic Difference) is. (Thanks Doug Hall.) (Point, not Points.) P.S.: Branding is as much or more an “are not” as an “are” issue. Be(especially)ware “all things to all people.” Branding = Hard Choices.

  5. 4. Get Wildly Serious about Member re-education, continuing education, information exchange. Use the Web relentlessly in the education. Peter Drucker: Continuing ed of execs will be Biggest Industry in USA!

  6. 5. Get Wildly Serious about talent. We need highly imaginative, freaky people to seek careers in Associations. An Association must be seen as good as a McKinsey job to a 26-year old.

  7. 6. Pay special attention to “Leadfrogs.” Innovation stems from being dragged into the future by “the obstreperous ones.” Beware (especially) of conservative, non-representative Boards!

  8. 7. Think IBM: Pile Service upon service upon Service! Re-imagine the “services package”: The sky is the limit!

  9. 8. Be Tough-minded! Be a Major & Provocative Force in pushing Members, especially small enterprises, toward Radical Change. Listen to US Army Chief of Staff General Erik Shinseki: “If you don’t like change, you’re going to like irrelevance even less.”

  10. 9. Be offensive, not defensive, in Lobbying. Expend 90% of your time on preparing your Members for a Different & Radical tomorrow—rather than addressing yesterday’s grievances. (There are a lot of guilty parties in the room.)

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

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