TheWorks C11 Value Added 2016

8/17/2019 TheWorks C11 Value Added 2016

http://slidepdf.com/reader/full/theworks-c11-value-added-2016 1/554

om Peters’

om Peters’

EXCELLENCE

XCELLENCE!!

“

HE WORKS”

HE WORKS”

A Half-Century’s Reflet!ons"#$%%-&'#% Half-Century’s Reflet!ons"#$%%-&'#%

C(a)ter

(a)ter

ELE*EN

LE*EN

+

N,NE *ALE-A..E.,NE *ALE-A..E.

S RA E/,ES

RA E/,ES

'# 0anuary &'#%

# 0anuary &'#%

1#'2 years of )resentat!on sl!3es at

#'2 years of )resentat!on sl!3es at

tom)eters4om

om)eters4om

5



Contents"“ (e Wor6s”"#$%%-&'#%"EXCELLENCE

ontents"“ (e Wor6s”"#$%%-&'#%"EXCELLENCE!!

C(a)ter

(a)ter

ONE

NE

+ E7eut!on" (e “All-,m)ortant Last $89”

E7eut!on" (e “All-,m)ortant Last $89”

C(a)ter

(a)ter

WO

WO

+ EXCELLENCE 1Or W(y :ot(er at All;5

EXCELLENCE 1Or W(y :ot(er at All;5

C(a)ter

(a)ter

HREE

HREE

+ (e “Strate<y =!rst” >yt(

(e “Strate<y =!rst” >yt(

C(a)ter

(a)ter

=OR

OR

+ 1REALL?5 =!rst (!n<s :efore =!rst (!n<s

1REALL?5 =!rst (!n<s :efore =!rst (!n<s

C(a)ter

(a)ter

=,*E

,*E

+ @ :=Os":l!n3!n< =las(es of t(e OB!ous

@ :=Os":l!n3!n< =las(es of t(e OB!ous

C(a)ter

(a)ter

S,X

,X

+ Putt!n< Peo)le 1REALL?D5 =!rst

Putt!n< Peo)le 1REALL?D5 =!rst

C(a)ter

(a)ter

SE*EN

E*EN

+ e( sunam!"Softare ,s Eat!n< t(e Worl322

e( sunam!"Softare ,s Eat!n< t(e Worl322

C(a)ter

(a)ter

E,/H

,/H

+ Peo)le =!rst"A >oral ,m)erat!e C!ra &'#%

Peo)le =!rst"A >oral ,m)erat!e C!ra &'#%

C(a)ter

(a)ter

N,NE

,NE

+ /!ants St!n6"A<e of S>Es":e (e :estF

/!ants St!n6"A<e of S>Es":e (e :estF

,t’s t(e Only >ar6et (at’s Not Cro3e3t’s t(e Only >ar6et (at’s Not Cro3e3

C(a)ter

(a)ter

EN

EN

+ ,nnoate Or .!e"W4 4 4>4S4W4"

,nnoate Or .!e"W4 4 4>4S4W4"

W(oeer r!es (e >ost Stuff W!ns22

(oeer r!es (e >ost Stuff W!ns22

C(a)ter

(a)ter

ELE*EN

LE*EN

+ N!ne *alue-a33e3 Strate<!es

N!ne *alue-a33e3 Strate<!es

C(a)ter

(a)ter

WEL*E

WEL*E

+ *alue A33e3"#

*alue A33e3"#

S

Amon< EGuals".ES,/N

Amon< EGuals".ES,/N

>,N.E.NESS

,N.E.NESS

C(a)ter

(a)ter

H,R EEN

H,R EEN

+ (e “PS=”"Profess!onal Ser!e =!rm “>o3el”

(e “PS=”"Profess!onal Ser!e =!rm “>o3el”

as E7em)lar"“Cure All”s E7em)lar"“Cure All”

C(a)ter

(a)ter

=OR EEN

OR EEN

+ ?ou">e" (e “A<e of :RAN. ?O’">e ,n4’”

?ou">e" (e “A<e of :RAN. ?O’">e ,n4’”

C(a)ter

(a)ter

=,= EEN

,= EEN

+ Women Are >ar6et I# =or Eeryt(!n<"

Women Are >ar6et I# =or Eeryt(!n<"

Women Are t(e >ost Effet!e Lea3ers

omen Are t(e >ost Effet!e Lea3ers

C(a)ter

(a)ter

S,X EEN

,X EEN

+ Lea3ers(!)"% Satters(ot at!s

Lea3ers(!)"% Satters(ot at!s

C(a)ter

(a)ter

SE*EN EEN

E*EN EEN

+ Ao!3 >o3erat!onD"Pursue

Ao!3 >o3erat!onD"Pursue

“ “,nsanely /reat”"0ust Say “NOD” to Normalnsanely /reat”"0ust Say “NOD” to Normal

A))en3!7+

))en3!7+

L!Brary of :est Juotes

L!Brary of :est Juotes



S A E>EN O= PRPOSE

A E>EN O= PRPOSE

(!s!ra 0anuary &'#%!s my Best s(ot4 ,t too6 8' years to r!teD 1=rom(!s!ra 0anuary &'#%!s my Best s(ot4 ,t too6 8' years to r!teD 1=rom

#$%%F *!etnamF 4S4 Nay ens!<nF omBat en<!neer"Nay SeaBeesmy #st

$%%F *!etnamF 4S4 Nay ens!<nF omBat en<!neer"Nay SeaBeesmy #st

“mana<ement” oBto to3ayF &'#%45 ,t !s M

mana<ement” oBto to3ayF &'#%45 ,t !s M

“ HE WORKS4”

HE WORKS4”

HE WORKS !s

HE WORKS !s

)resente3 !n PoerPo!nt formatBut !t !nlu3es 8'F'''22 or3s of annotat!onF

resente3 !n PoerPo!nt formatBut !t !nlu3es 8'F'''22 or3s of annotat!onF

t(e eGu!alent of a &8'-)a<e Boo64

(e eGu!alent of a &8'-)a<e Boo64

(e t!mes are nuttyan3 <ett!n< nutt!er at an e7)onent!al )ae4 , (ae ta6en

(e t!mes are nuttyan3 <ett!n< nutt!er at an e7)onent!al )ae4 , (ae ta6en

!nto aount as Best , an 1t(ere really are no “e7)erts”5 t(e urrent onte7t4

nto aount as Best , an 1t(ere really are no “e7)erts”5 t(e urrent onte7t4

:ut , (ae <!en eGual attent!on to more or less eternal 1!4e4F (uman5 er!t!esut , (ae <!en eGual attent!on to more or less eternal 1!4e4F (uman5 er!t!es

t(at !ll ont!nue to 3r!e or<an!at!onal )erformane an3 a Guest for

(at !ll ont!nue to 3r!e or<an!at!onal )erformane an3 a Guest for

EXCELLENCE for t(e ne7t seeral yearsan3 )er(a)s Beyon34 1>ayBe t(!s

XCELLENCE for t(e ne7t seeral yearsan3 )er(a)s Beyon34 1>ayBe t(!s

B!furat!on results from my o33 a3ult l!fe !rumstanes+ @' years !n S!l!on

!furat!on results from my o33 a3ult l!fe !rumstanes+ @' years !n S!l!on

*alleyF &' years !n *ermont45

alleyF &' years !n *ermont45

Enoy4

noy4

Steal4

teal4

P-L-E-A-S-E try somet(!n<F Better yet seeral somet(!n<s4 -L-E-A-S-E try somet(!n<F Better yet seeral somet(!n<s4

>a6e no m!sta6e M

>a6e no m!sta6e M

H,S

H,S

,S

S

A #

-CHAP ER

HAP ER

:OOK

OOK

M (!( (a))ens to Be !n

M (!( (a))ens to Be !n

PoerPo!nt formatQ , !n!te you to o!n me !n t(!s unf!n!s(e3(alf entury to 3ateourney4

oerPo!nt formatQ , !n!te you to o!n me !n t(!s unf!n!s(e3(alf entury to 3ateourney4

>y “L!fe >antra I#”+ W >SW"W(oeer r!es (e >ost Stuff W!ns4

>y “L!fe >antra I#”+ W >SW"W(oeer r!es (e >ost Stuff W!ns4

, am Gu!te ta6en By N4N4 aleB’s term “ant!fra<!le” 1!t’s t(e t!tle of (!s

, am Gu!te ta6en By N4N4 aleB’s term “ant!fra<!le” 1!t’s t(e t!tle of (!s

most reent Boo654 (e )o!nt !s not “res!l!ene” !n t(e fae of (an<eQ

most reent Boo654 (e )o!nt !s not “res!l!ene” !n t(e fae of (an<eQ

t(at’s reat!e4 ,nstea3 t(e !3ea !s )roat!el!terally “<ett!n< off” on t(e ma3ness )er seQ

(at’s reat!e4 ,nstea3 t(e !3ea !s )roat!el!terally “<ett!n< off” on t(e ma3ness )er seQ

)er(a)s , some(at ant!!)ate3 t(!s !t( my #$ Boo6Fer(a)s , some(at ant!!)ate3 t(!s !t( my #$ Boo6F

(r!!n< on C(ao s(r!!n< on C (aos

4

Re “ne stuffF” t(!s )resentat!on (as Benef!te3 !mmensely from So!al >e3!ae4<4F ,

Re “ne stuffF” t(!s )resentat!on (as Benef!te3 !mmensely from So!al >e3!ae4<4F ,

(ae learne3 a <reat 3eal from my #&8K2 t!tter folloersQ t(at !sF some frat!on of t(!s

ae learne3 a <reat 3eal from my #&8K2 t!tter folloersQ t(at !sF some frat!on of t(!s



E)!<ra)(s

)!<ra)(s

“:us!ness (as to <!e )eo)le enr!(!n<F rear3 !n< l!es M

us!ness (as to <!e )eo)le enr!(!n<F rear3 !n< l!es M

or !t s s!m)ly not or t( 3o!n<4”

r !t s s!m)ly not or t( 3o!n<4”

R!(ar3 :ranson

R!(ar3 :ranson

“?our ustom ers !ll neer Be any (a) )!er

our ustomers !ll neer Be any (a))!er

t(an your em)loyees4”(an your em)loyees4”

0o(n .!0ul!us0o(n .!0ul!us

“We (a e a strate<! )lan4 ,t ’s alle3 3o!n< t(!n<s4 ’ ”

e (ae a strate<! )lan4 ,t ’s alle3 3o!n< t(!n<s4 ’ ”

HerB Kelle(er

HerB Kelle(er

“?ou m!ss #''9 of t(e s(ots you neer ta6e4”

ou m!ss #''9 of t(e s(ots you neer ta6e4”

Wayne

Wayne

/ret6y

ret6y

“Rea3y4 =!re4 A !m4”

ea3y4 =!re4 A!m 4”

Ross Perot

Ross Perot

“E7eut!on

7eut!on

!s

s

strate<y4”

strate<y4”

=re3 >ale6

=re3 >ale6

“Ao!3 mo3erat!on4”

o!3 mo 3erat!on4”

Ke!n RoBerts

Ke!n RoBerts

“, ’m not om fortaBle unless , ’m un omfortaBle4”

’m not om fortaBle unless , ’m unom fortaBle4”

0ay C(!at

0ay C(!at

“,t ta6es &' years to Bu!l3 a re)u tat!on an3 f !e m!nutes to ru!n !t 4”

t ta6es &' years to Bu!l3 a re) utat!on an3 f !e m!nutes to ru !n !t 4”

0o(n .!0ul!us on so!al me3!ao(n .!0ul!us on so!al me3!a

“Courtes!es of a small an3 tr ! !al (arater are t(e ones (!(

ourtes!es of a small an3 tr ! !al (arater are t(e ones (!(

str!6e 3ee)e st !n t(e <rateful an3 a))re !at!n< (ea rt4”

tr !6e 3ee)est !n t(e <rateful an3 a))re !at!n< (ea rt4”

Henry Clay

Henry Clay

“?ou 6no a 3es!<n !s ool ( en you an t to l!6 !t 4”

ou 6no a 3es!<n !s oo l (en you ant to l !6 !t 4”

Stee 0oBs

Stee 0oBs

“ (!s !l l Be t(e om en’s entury4”

(!s !l l Be t(e om en’s entury4”

.!lma Rousseff

.!lma Rousseff

“:e t(e B est4 ,t ’s t(e only m ar6et t(at’s not ro3 e34”e t(e Best4 ,t ’s t(e only m ar6et t(at’s not ro3 e34”

/eor<e W(al!n/eor<e W(al!n



=!rst Pr!n!)les4 /u!3!n< Stars4 >!n!mums4

!rst Pr!n!)les4 /u!3!n< Stars4 >!n!mums4

EXEC ,OND (e “Last $$94”XEC ,OND (e “Last $$94”

/E , 1W(ateer5 .ONE4

E , 1W(ateer5 .ONE4

EXCELLENCE4 Alays4 PER,O.4

XCELLENCE4 Alays4 PER,O.4

Peo)le REALL? =!rstD >oral OBl!<at!on I#4

eo)le REALL? =!rstD >oral OBl!<at!on I#4

EXPONEN ,AL e( sunam!4

XPONEN ,AL e( sunam!4

/E O== ON CON ,NOS PHEA*ALSDE O== ON CON ,NOS PHEA*ALSD

,nnoate or .,ED

nnoate or .,ED

W >SW"W(oeer r!es (e >ost Stuff W!nsD

>SW"W(oeer r!es (e >ost Stuff W!nsD

Women :uy 1E*ER? H,N/5D

omen :uy 1E*ER? H,N/5D

Women Are t(e :est Lea3ersD Women RLED

omen Are t(e :est Lea3ersD Women RLED

Ol3!es Hae 1All of5 t(e >ar6et PoerD

l3!es Hae 1All of5 t(e >ar6et PoerD

.ES,/N >attersD E*ER?WHERED

ES,/N >attersD E*ER?WHERED

>a7!m!e /RsD" (!n<s /one R,/H D

a7!m!e /RsD" (!n<s /one R,/H D

S>EsF A<e of"“:e t(e :estF

>EsF A<e of"“:e t(e :estF

,t’s t(e Only >ar6et (at’s Not Cro3e3”

t’s t(e Only >ar6et (at’s Not Cro3e3”

>o3erat!on K,LLSD

o3erat!on K,LLSD



NEW WORL. OR.ER

EW WORL. OR.ER

;

!!

'#'"&'##+

#'"&'##+

A))le T E77on

))le T E77on

'&"&'#8+

&"&'#8+

Amaon T Walmartmaon T Walmart

>ar6et a)!tal!at!onQ A))le Beame

>ar6et a)!tal!at!onQ A))le Beame

I#

#

!n t(e orl34

!n t(e orl34

>ar6et a)!tal!at!onQ Walmart !s a “=ortune

>ar6et a)!tal!at!onQ Walmart !s a “=ortune

#” om)any

om)any

t(e B! est !n t(e orl3 B sales4

(e B! est !n t(e orl3 B sales4



P(e4

(e4



Contents"“ (e Wor6s”"#$%%-&'#%"EXCELLENCE

ontents"“ (e Wor6s”"#$%%-&'#%"EXCELLENCE!!

C(a)ter

(a)ter

ONE

NE

+ E7eut!on" (e “All-,m)ortant Last $89”

E7eut!on" (e “All-,m)ortant Last $89”

C(a)ter

(a)ter

WO

WO

+ EXCELLENCE 1Or W(y :ot(er at All;5

EXCELLENCE 1Or W(y :ot(er at All;5

C(a)ter

(a)ter

HREE

HREE

+ (e “Strate<y =!rst” >yt(

(e “Strate<y =!rst” >yt(

C(a)ter

(a)ter

=OR

OR

+ 1REALL?5 =!rst (!n<s :efore =!rst (!n<s

1REALL?5 =!rst (!n<s :efore =!rst (!n<s

C(a)ter

(a)ter

=,*E

,*E

+ @ :=Os":l!n3!n< =las(es of t(e OB!ous

@ :=Os":l!n3!n< =las(es of t(e OB!ous

C(a)ter

(a)ter

S,X

,X

+ Putt!n< Peo)le 1REALL?D5 =!rst

Putt!n< Peo)le 1REALL?D5 =!rst

C(a)ter

(a)ter

SE*EN

E*EN

+ e( sunam!"Softare ,s Eat!n< t(e Worl322

e( sunam!"Softare ,s Eat!n< t(e Worl322

C(a)ter

(a)ter

E,/H

,/H

+ Peo)le =!rst"A >oral ,m)erat!e C!ra &'#%

Peo)le =!rst"A >oral ,m)erat!e C!ra &'#%

C(a)ter

(a)ter

N,NE

,NE

+ /!ants St!n6"A<e of S>Es":e (e :estF

/!ants St!n6"A<e of S>Es":e (e :estF

,t’s t(e Only >ar6et (at’s Not Cro3e3t’s t(e Only >ar6et (at’s Not Cro3e3

C(a)ter

(a)ter

EN

EN

+ ,nnoate Or .!e"W4 4 4>4S4W4"

,nnoate Or .!e"W4 4 4>4S4W4"

W(oeer r!es (e >ost Stuff W!ns22

(oeer r!es (e >ost Stuff W!ns22

C(a)ter

(a)ter

ELE*EN

LE*EN

+ N!ne *alue-a33e3 Strate<!es

N!ne *alue-a33e3 Strate<!es

C(a)ter

(a)ter

WEL*E

WEL*E

+ *alue A33e3"#

*alue A33e3"#

S

Amon< EGuals".ES,/N

Amon< EGuals".ES,/N

>,N.E.NESS

,N.E.NESS

C(a)ter

(a)ter

H,R EEN

H,R EEN

+ (e “PS=”"Profess!onal Ser!e =!rm “>o3el”

(e “PS=”"Profess!onal Ser!e =!rm “>o3el”

as E7em)lar"“Cure All”s E7em)lar"“Cure All”

C(a)ter

(a)ter

=OR EEN

OR EEN

+ ?ou">e" (e “A<e of :RAN. ?O’">e ,n4’”

?ou">e" (e “A<e of :RAN. ?O’">e ,n4’”

C(a)ter

(a)ter

=,= EEN

,= EEN

+ Women Are >ar6et I# =or Eeryt(!n<"

Women Are >ar6et I# =or Eeryt(!n<"

Women Are t(e >ost Effet!e Lea3ers

omen Are t(e >ost Effet!e Lea3ers

C(a)ter

(a)ter

S,X EEN

,X EEN

+ Lea3ers(!)"% Satters(ot at!s

Lea3ers(!)"% Satters(ot at!s

C(a)ter

(a)ter

SE*EN EEN

E*EN EEN

+ Ao!3 >o3erat!onD"Pursue

Ao!3 >o3erat!onD"Pursue

“ “,nsanely /reat”"0ust Say “NOD” to Normalnsanely /reat”"0ust Say “NOD” to Normal

A))en3!7+ L!Brary of :est Juotes

))en3!7+ L!Brary of :est Juotes



C(a)ter(a)ter ELE*ENLE*EN

N,NE

,NE

*ALE-A..E.

ALE-A..E.

S RA E/,ES RA E/,ES



$ *alue A33e3 Strate<!es

*alue A33e3 Strate<!es

I#+

#+

/Rs" (!n<s /one R!<(t

/Rs" (!n<s /one R!<(t

I&+

&+

L!sten!n< 1Per Se5

!sten!n< 1Per Se5

I@+

@+

So!al :us!ness

o!al :us!ness

I++ :!< .ata!< .ata

I8+

8+

.es!<n

es!<n

I%+

%+

Women As Pre3om!nant Customer

omen As Pre3om!nant Customer

I+

+

(e 1Enormous5 A<!n< >ar6et

(e 1Enormous5 A<!n< >ar6et

I++ Ser!es 1Of Eery Cone!aBleer!es 1Of Eery Cone!aBle

=laor5 A33e3

laor5 A33e3

I$+

$+

Our Peo)le As I# *alue .r!er

ur Peo)le As I# *alue .r!er



I#+

#+

/Rs"

/Rs"

“ (!n<s /one(!n<s /one

R!<(t”!<(t”



##4#4#

#4#4#

/Rs

/Rs

U t(e

U t(e

“"'” =!aso+"'” =!aso+

oar3s

oar3s

“EXPER,ENCES”

EXPER,ENCES”

(at(at Ro6o6D

1U Are

U Are



Customers

ustomers

3esr!B!n< t(e!r ser!e

3esr!B!n< t(e!r ser!e

e7)er!ene as “su)er!or”+

7)er!ene as “su)er!or”+

9

Comom)an!esn!es

3esr!B!n<3esr!B!n<

t(e ser!e e7)er!ene t(ey )ro!3e as

(e ser!e e7)er!ene t(ey )ro!3e as

“

“

su)er!or”+

u)er!or”+

'

'

9

Soure+Soure+ :a!n U Com)any surey of @%& om)an!es:a!n U Com)any surey of @%& om)an!esF re)orte3 !nF re)orte3 !n

0o(n .!0ul!usF0o(n .!0ul!usF W(ats t(e Seret to Pro!3!n< a Worl3-lass Customer E7)er!ene; W(ats t(e Seret to Pro!3!n< a Worl3-lass Customer E7)er!ene;



S NN,N/4 NN,N/4

1 (e mot(er of all 3!sonnets45

(e mot(er of all 3!sonnets45



Coneyane+ K!n<f!s(er A!r

oneyane+ K!n<f!s(er A!r

Loat!on+ A))roa( to Ne .el(!

oat!on+ A))roa( to Ne .el(!



“>ay , leanay , lean

yourour

<lassesFlassesF

s!r;”

!r;”



After a sem!nar !n >umBa!F , fle to Ne .el(! to meet

fter a sem!nar !n >umBa!F , fle to Ne .el(! to meet

my !femy #

y !femy #

st

t

tr!) on K!n<f!s(er A!r4 As e Be<an our

tr!) on K!n<f!s(er A!r4 As e Be<an our

3esentF t(e fl!<(t atten3ant al6e3 3on t(e Bus!ness-

esentF t(e fl!<(t atten3ant al6e3 3on t(e Bus!ness-

lass a!sle 1aBout V t(e a!rraft5F as6!n< ea( of us !t(

lass a!sle 1aBout V t(e a!rraft5F as6!n< ea( of us !t(

<lasses 1most of us5 !f e ante3 t(ose <lasses leane34lasses 1most of us5 !f e ante3 t(ose <lasses leane34

A “l!ttle t(!n<”; Of ourse !t as !m)ortant t(at t(e

“l!ttle t(!n<”; Of ourse !t as !m)ortant t(at t(e

)lane lan3e3 safely an3 on t!me M

lane lan3e3 safely an3 on t!me M

But , !ll rem em Ber t(e

ut , !ll rem em Ber t(e

<lasses

asses

!!)!nn < B!t unt!l F more or lessB!t unt!l F more or less

l!terall

!terall

yF m

m

y last Breat(

last Breat(

D

“L!ttle :,/ (!n<”;

!ttle :,/ (!n<”;

No)eD

o)eD

ry Mry M

“L!ttle :,/

!ttle :,/

:,//ER

,//ER

:,//ES

,//ES

(!n<”

(!n<”

D

1 (at !sF t(e essene of M *ER? =ON."LAS ,N/"WOR.-

(at !sF t(e essene of M *ER? =ON."LAS ,N/"WOR.-

O=->O H-/ENERA ,N/

=->O H-/ENERA ,N/

l!6e no

l!6e no

>E>OR,ES45

>E>OR,ES45



Coneyane+ Sout(est A!rl!nes

oneyane+ Sout(est A!rl!nes

Loat!on+ :oar3!n< fl!<(t to :W,F

oat!on+ :oar3!n< fl!<(t to :W,F

AlBany N?lBany N?



“>ay , (el)

ay , (e l)

you 3onou 3on

t(e etay4”(e etay4”



,’e (al6e3 u) aBout #'F''' fl!<(t le<s4 Not mu(

’e (al6e3 u) aBout #'F''' fl!<(t le<s4 Not mu(

ne un3er t(e sun for me4 :ut t(en ame t(e 3ay !n

e un3er t(e sun for me4 :ut t(en ame t(e 3ay !n

&'#@ M

'#@ M

Plane 1Sout(est A!rl!nes5 aBout to Boar3 at

lane 1Sout(est A!rl!nes5 aBout to Boar3 at

AlBany N?4 (ree or four (eel(a!rs l!ne3 u) at

lBany N?4 (ree or four (eel(a!rs l!ne3 u) at

t(e <ate as !s ty)!ally t(e ase4 Cre arr!es4

(e <ate as !s ty)!ally t(e ase4 Cre arr!es4

P!lot turns to t(e ol3er oman !n t(e #

!lot turns to t(e ol3er oman !n t(e #

st

t

(eel(a!r

(eel(a!r

!n t(e l!ne an3 saysFn t(e l!ne an3 saysF

“>ay , (el) you 3on t(e>a y , (el) you 3on t(e

etay;”

etay;”

S(e says yes4 He 3oes4

S(e says yes4 He 3oes4

#'K fl!<(t le<s4

'K fl!<(t le<s4

=!rst t!me4

!rst t!me4

RememBer;

ememBer;

Only for t(e rest of my l!fe4nly for t(e rest of my l!fe4

1L!terallyF or almost so45

L!terallyF or almost so45

AN.+ ell youan3 tell t(ousan3s of ot(ers4

N.+ ell youan3 tell t(ousan3s of ot(ers4

(e at;

(e at;

A :,/ :,LL:OAR. =LASH,N/ M “WE:,/ :,LL:OAR. =LASH,N/ M “WE



“We loo6 for 4 44

e loo6 for 444

l!sten!n< F ar!n<F

!sten!n<F ar!n<F

sm !l!n<F say!n<

m !l!n<F say!n<

(an6 youF’ Be!n<

(an6 youF ’ Be !n<

arm4”

arm4”

Colleen :arrettF former Pres!3entF Sout(est

Colleen :arrettF former Pres!3entF Sout(est

A!rl!nes

!rl!nes



RememBer t(!s; (e (eart of t(e Sout(est (!r!n<

ememBer t(!s; (e (eart of t(e Sout(est (!r!n<

)roessfrom Ba<<a<e (an3ler to )!lot4 ,troessfrom Ba<<a<e (an3ler to )!lot4 ,t

oB!ously en(anes Beyon3 measure t(e o33s of a

B!ously en(anes Beyon3 measure t(e o33s of a

“Let me (el) you 3on t(e etay” at4

Let me (el) you 3on t(e etay” at4



“Courtes!es of a

ourtes!es of a

sm all an3 tr!!alm all an3 tr!!al

(arater

(arater

are t(e ones (!(re t(e ones (!(

str!6e 3ee)est !n t(e

tr!6e 3ee)est !n t(e

<rateful an3rateful an3

a))re !at!n< (eart 4”

))re!at!n< (eart 4”

Henry Clay



, use3 t(!s Guote as t(e e)!<ra)( for my Boo6F

use3 t(!s Guote as t(e e)!<ra)( for my Boo6F

(e

(e

L!ttle :!< (!n<s

!ttle :!< (!n<s

4 ,t summar!es a !e t(at ,’e

,t summar!es a !e t(at ,’e

(el3 for oer ' years!nst!lle3 By aa3em!

el3 for oer ' years!nst!lle3 By aa3em!

stu3!es an3 re!nfore3 By years of Bus!nesstu3!es an3 re!nfore3 By years of Bus!ness

resear( an3 runn!n< my on Bus!ness4

esear( an3 runn!n< my on Bus!ness4

(e ats t(at moe mounta!ns are more

(e ats t(at moe mounta!ns are more

l!6ely to Be )us(!n< t(e (eel(a!r 3on

!6ely to Be )us(!n< t(e (eel(a!r 3on

t(e etay or )ol!s(!n< t(e <lasses of t(e(e etay or )ol!s(!n< t(e <lasses of t(e

Bus!ness lass )assen<ers as o))ose3 to

us!ness lass )assen<ersas o))ose3 to

s)en3!n< m ont(s on raft!n< a “alues

)en3!n< m ont(s on raft!n< a “alues

statem ent” sneere3 at By most of our

tatem ent” sneere3 at By most of our

em )loyees Beause !t 3!er<es so

m)loyees Beause !t 3!er<es so

not!eaBly from t(e lea3ers(!)’s m oment-

ot!eaBly from t(e lea3ers(!)’s m oment-

to-moment at!ons4

o-mom ent at!ons4

, ons!3er Henry Clay’s or3s (ere to Be almost

ons!3er Henry Clay’s or3s (ere to Be almost

(oly r!tan3 t(e (eart of a strate<y t(at reta!ns

oly r!tan3 t(e (eart of a strate<y t(at reta!ns

ustomers an3 Bu!l3s or3 of mout(--t(e ult!mateustomers an3 Bu!l3s or3 of mout(--t(e ult!mate



L

:

s T

s T

::

:

s

s

“Courtes!es of a sm all an3Courtes!es of a small an3

tr!!al (arater are t(e ones

r!!al (arater are t(e ones

(!( str!6e 3ee)est !n t(e

(!( str!6e 3ee)est !n t(e

<rateful an3 a))re!at!n<rateful an3 a))re!at!n<

(eart4”

eart4” Henry Clay

ZLets not for<et t(at sm allLets not for<et t(at small

em ot!ons are t(e <reat

m ot!ons are t(e <reat

a)ta!ns of our l !es4Z

a)ta!ns of our l !es4Z

[an /o<(

an /o<(



L

:

TT

P:: ::

L!ttle :,/ (!n< T 1more memoraBle5 t(an Pretty :!<":!< (!n<

L!ttle :,/ (!n< T 1more memoraBle5 t(an Pretty :!<":!< (!n<



Stran<e as !t may soun3F !t’s a 1sol!3ly resear(-

tran<e as !t may soun3F !t’s a 1sol!3ly resear(-

Ba6e35 fat t(at t(e “l!ttle stuff” t(at at(es usa6e35 fat t(at t(e “l!ttle stuff” t(at at(es us

By sur)r!se <ets more 3ee)ly !mBe33e3 !n our m!n3s

y sur)r!se <ets more 3ee)ly !mBe33e3 !n our m!n3s

t(an t(e B!< stuff4 Small <esturesF )er >r4 ClayF an3

(an t(e B!< stuff4 Small <esturesF )er >r4 ClayF an3

small emot!onsF )er >r4 *an /o<(F are t(e ones t(at

mall emot!onsF )er >r4 *an /o<(F are t(e ones t(at

3o

o

(an< aroun3 t(e lon<est an3

(an< aroun3 t(e lon<est an3

are

re

t(e most

t(e most

!n3el!Blean3 are t(e Bas!s for t(e l!ttle “stor!es”

n3el!Blean3 are t(e Bas!s for t(e l!ttle “stor!es”

e tell ot(ers4

e tell ot(ers4



\ / /W

an3

n3

M

M

T /

/

R

1 (!n<s /one

(!n<s /one

WRON/

- (!n<s /one

(!n<s /one

R,/H

,/H

5



Jual!tym!n!m!!n< “ /Ws”" (!n<s /one Wron<

ual!tym!n!m!!n< “ /Ws”" (!n<s /one Wron<

!s of t(e utmost !m)ortane4s of t(e utmost !m)ortane4

1“ /Ws”" (!n<s /one Wron<“ /Ws”" (!n<s /one Wron<

as a )o)ular auto-3efet measure for 3ea3es45

as a )o)ular auto-3efet measure for 3ea3es45

:ut fat !sF !n

:ut fat !sF !n

&'#%F most t(!n<s or6 )retty ellt(e former !s

'#%F most t(!n<s or6 )retty ellt(e former !s

not as so)(!st!ate3 as t(e latterF But my SuBaru !s

ot as so)(!st!ate3 as t(e latterF But my SuBaru !s

atually aBout as rel!aBle as so-an3-so’s >ere3es4

tually aBout as rel!aBle as so-an3-so’s >ere3es4

1SGua6 all you antF But ,’ll stan3 By t(!s

SGua6 all you antF But ,’ll stan3 By t(!s

statementQ , ust rae3 )ast t(e #8'F'''-m!le mar6

tatementQ , ust rae3 )ast t(e #8'F'''-m!le mar6

on my SuBB!e’s o3ometer45

n my SuBB!e’s o3ometer45

W!t( /Ws more or less eGualF t(e em)(as!s

!t( /Ws more or less eGualF t(e em)(as!s

asso!ate3 !t( 3!fferent!at!on s!t(es to t(e

sso!ate3 !t( 3!fferent!at!on s!t(es to t(e

ot(er s!3e of t(e eGuat!on+t(er s!3e of t(e eGuat!on+

/Rs" H,N/S /ONE

/Rs" H,N/S /ONE

R,/H

,/H

4

(e tr!6 )ro)oun3e3 (ere !s to fous(e tr!6 )ro)oun3e3 (ere !s to fous



4

+@'A-+''P4

+@'A-+''P4

=r!"#&A4r!"#&A4

+@'A> ] +#8A>4

+@'A> ] +#8A>4

+''P> ] +#8P>4+''P> ] +#8P>4

12&F'''F''' 3o< B!su!ts5

2&F'''F''' 3o< B!su!ts5

Soure+ *ernon H!llF

oure+ *ernon H!llF

=ansF Not Customers

ansF Not Customers

1t(e story of Commere :an6F

t(e story of Commere :an6F

t(e fol6s (o reolut!on!e3 East Coast reta!l Ban6!n<5

(e fol6s (o reolut!on!e3 East Coast reta!l Ban6!n<5



/Rs+ Commere :an6 ma3e 1:,/5 aes !n East Coast

/Rs+ Commere :an6 ma3e 1:,/5 aes !n East Coast

reta!l Ban6!n<4 One reasonamon< l!terally (un3re3s of

eta!l Ban6!n<4 One reasonamon< l!terally (un3re3s of

“ /Rs”as o)en!n< (ours4 Seen 3ays a ee6F @'A>-

/Rs”as o)en!n< (ours4 Seen 3ays a ee6F @'A>-

P>4 An3 o)en to m!3n!<(t on =r!3aysyesF a lot of )eo)le

P>4 An3 o)en to m!3n!<(t on =r!3aysyesF a lot of )eo)le

st!ll <et )a!3 By (e6 on =r!3ays an3 oul3 l!6e to 3e)os!t

t!ll <et )a!3 By (e6 on =r!3ays an3 oul3 l!6e to 3e)os!t

t(e!r earn!n<s ASAP4 o to) !t offF t(e @'A> off!!al o)en!n<

(e!r earn!n<s ASAP4 o to) !t offF t(e @'A> off!!al o)en!n<

(our means t(at t(e Ban6 !ll (ae !ts 3oors o)en no later

our means t(at t(e Ban6 !ll (ae !ts 3oors o)en no later

t(an #8A>Q l!6e!seF t(e P> lose translates !nto 3oors

(an #8A>Q l!6e!seF t(e P> lose translates !nto 3oors

o)en ’t!l #8P>4

)en ’t!l #8P>4

1As to t(e “&F'''F'''F” !t’s one of Commere’s faor!te stats+

As to t(e “&F'''F'''F” !t’s one of Commere’s faor!te stats+

A fe years a<o t(ey <ae aay &F'''F''' 3o< B!su!ts!t’sfe years a<o t(ey <ae aay &F'''F''' 3o< B!su!ts!t’s

all )art of an un(arater!st! effort !n mo3ern (!<(-te(

ll )art of an un(arater!st! effort !n mo3ern (!<(-te(

reta!l Ban6!n< to <et t(e ustomer aay from t(e A > an3

eta!l Ban6!n< to <et t(e ustomer aay from t(e A > an3

!nto

nto

t(e Bran( (ere more ser!es an Be sol34 C(!ef

t(e Bran( (ere more ser!es an Be sol34 C(!ef

*ernon H!ll Bel!ees t(at reenue ma7!m!at!on Beats ost

ernon H!ll Bel!ees t(at reenue ma7!m!at!on Beats ost

m!n!m!at!on as t(e )at( to lon<-term <rot( an3

!n!m!at!on as t(e )at( to lon<-term <rot( an3

)rof!taB!l!tyresults say (e (a3 a B!< )o!nt45rof!taB!l!tyresults say (e (a3 a B!< )o!nt45

1Relat!e neB!e Commere as sol3 !n &'' to . :an6 for

Relat!e neB!e Commere as sol3 !n &'' to . :an6 for

Y48 B!ll!onQ CEO *ernon H!ll !s no re)l!at!n< (!s ma<! at

48 B!ll!onQ CEO *ernon H!ll !s no re)l!at!n< (!s ma<! at

>etro :an6 !n t(e K45

etro :an6 !n t(e K45

1 (!s !s Bas!ally a /R->e<astory Q see H!l l’s Boo6 F

(!s !s Bas!ally a /R-> e<astory Q see H!l l’s Boo6 F

=ans Not

ans Not

Customers

ustomers

4 =?,+ H!l l also alls >e tro t(e

=?,+ H!l l also alls >etro t(e

“Wo

Wo



(e Commere :an6 >o3el

(e Commere :an6 >o3el

“E*ER? CO>P ER A CO>>ERCE :ANK HAS

E*ER? CO>P ER A CO>>ERCE :ANK HAS

A

A

SPEC,AL

PEC,AL

RE.

E.

KE?

E?

ON , HA SA?SF =ON. SO>E H,N/N , HA SA?SF =ON. SO>E H,N/

S P,. HA WE ARE .O,N/ HA

P,. HA WE ARE .O,N/ HA

,N ER=ERES W, H OR A:,L, ? O SER*,CE

N ER=ERES W, H OR A:,L, ? O SER*,CE

HE CS O>ER;

HE CS O>ER;

ELL S A:O , F AN. ,= WE A/REEF

ELL S A:O , F AN. ,= WE A/REEF

WE W,LL /,*E ?O Y8'4’”E W,LL /,*E ?O Y8'4’”

Soure+

oure+

=ansD Not ustomers4 Ho Co mm ere :an6 Create3 a Su)er-<rot(

ansD Not ustomers4 Ho Co mm ere :an6 Create3 a Su)er-<rot(

:us!ness !n a No-<rot( ,n3ustry

us!ness !n a N o-<rot( ,n3ustry

F *ernon H!ll U :oB An3elman

*ernon H!ll U :oB An3elman



S)urr!n< more /Rs U en(an!n< em)loyee

)urr!n< more /Rs U en(an!n< em)loyee

en<a<ement

n<a<ement

more

ore

Commere :an64

Commere :an64



=,*E

,*E

P,ANOS,ANOS



/r!ff!n Hos)!tal 1.erBy C 5 !s t(e (ome)ort of t(e <ro!n<

r!ff!n Hos)!tal 1.erBy C 5 !s t(e (ome)ort of t(e <ro!n<

1an3 lon< oer3ue5

an3 lon< oer3ue5

“)at!ent-entr! are”

)at!ent-entr! are”

moement4 W(!le a

moement4 W(!le a

(un3re3 stor!es oul3 Be tol3 ,’ll st!6 !t( one4

un3re3 stor!es oul3 Be tol3 ,’ll st!6 !t( one4

On ea( of t(e f!e floors of t(e (os)!tal t(ere !s a entral

n ea( of t(e f!e floors of t(e (os)!tal t(ere !s a entral

ourt area !t(F !nstea3 of t(e usual lutter of ma(!nesF

ourt area !t(F !nstea3 of t(e usual lutter of ma(!nesF

<urneysF et4F a M P,ANO4

urneysF et4F a M P,ANO4

An3 t(ese )!anos are usually manne3 By ommun!ty

n3 t(ese )!anos are usually manne3 By ommun!ty

olunteers (o )lay t(em for t(e Benef!t of )at!ents an3 t(e!r

olunteers (o )lay t(em for t(e Benef!t of )at!ents an3 t(e!r

fam!l!esan3 staffF too4 (e amB!ene !s startl!n< for a

am!l!esan3 staffF too4 (e amB!ene !s startl!n< for a

(os)!tal4 1Nor3stromF !n a

os)!tal4 1Nor3stromF !n a

sl!<(tly

l!<(tly

3!fferent Bus!nessF !s t(e

3!fferent Bus!nessF !s t(e

only ot(er )lae ,’e (ear3 of featur!n< su( a 3el!<(tful

nly ot(er )lae ,’e (ear3 of featur!n< su( a 3el!<(tful

amen!ty45

men!ty45

N!e tou("!e tou("

L!ttle

!ttle

:,/,/

:,//ER,//ER

:,//ES,//ES

(!n<" /R4(!n<" /R4

1See t(e

See t(e

APPEN.,X

PPEN.,X

for a full-Blon ase stu3y

for a full-Blon ase stu3y

of /r!ff!n an3 t(e “Planetree All !ane”

f /r!ff!n an3 t(e “Planetree All !ane”

)ro<ram from ( !( !t s)run<[“E7)er!ene

ro<ram from (!( !t s)run<[“E7)er!ene

.es ! n” at !ts BestD

es!<n” at !ts BestD5



CARL’SARL’S

S REE -S REE -

SWEEPERWEEPER



CARL’S

ARL’S

S REE SWEEPERS REE SWEEPER

=loers

on t(e s(oroom floor"

n t(e s(oroom floor"

ourtesy Stanley >arusourtesy Stanley >arus



L!ttle :,/ (!n<s re3u7 re3u74

!ttle :,/ (!n<s re3u7 re3u74

1SorryF an’t (el) myselfQ loe t(ese stor!ess6!) a(ea3 !f

SorryF an’t (el) myselfQ loe t(ese stor!ess6!) a(ea3 !f

you’e (a3 enou<(4 (ou<( olume of /Rs )er se !s near t(e

ou’e (a3 enou<(4 (ou<( olume of /Rs )er se !s near t(e

(eart of t(e matter45

eart of t(e matter45

Carl Seell"Seell *!lla<e Ca3!lla4arl Seell"Seell *!lla<e Ca3!lla4

#

st

t

t(!n< a ustomer sees !s t(e M

t(!n< a ustomer sees !s t(e M

street

treet

M !n front of

M !n front of

3ealers(!)4

ealers(!)4

R!<(t;

!<(t;

So M

o M

Carl Buys (!s on streetsee)er

arl Buys (!s on streetsee)er

4

>essa<e+ a6e M

essa<e+ a6e M

ÊROERO

M (anes on #

M (anes on #

st

t

an3 last

an3 last

!m)ress!onsD

m)ress!onsD

1=?,+

=?,+

,t matters as m u( !n &-)erson )rofess!onal aount!n<

t matters as m u( !n &-)erson )rofess!onal aount!n<

off!e as at t(e ar 3ealer’s

ff!e as at t(e a r 3ealer’s

D 5

1An3F u(F !n t !mes )ast Carl (a3 no ars on t(e s(o room

An3F u(F !n t !mes )ast Ca rl (a3 no ars on t(e s(oroom

floor4 ,nstea3 you ’3 f!n3 t(e l !6es of <or<e ous floral 3!s)lays

loor4 ,nstea3 you’3 f!n3 t(e l !6es of <or< eous floral 3!s)lays

( ose 3es!<n as oerseen By Stanley >arusF as !n Ne!man-

(ose 3es!<n as oerseen By Stanley >a rusF as !n Ne!ma n-

>arus4 W (y f loers;

arus4 W( y f loers;

Carl ante3 to sel l

arl ante3 to sell

you on t(e

u on t(e

e7

7

)er!ene of Be!n

r!ene of Be!n

< )art of t(e “Se ell *!l la

rt of t(e “Se ell *!l la

<e =am!l

=am!l

y” rat(er

rat(er

t(an fous on t(e a(an fous on t(e a Gu!s!t!on of -( eel roll !n!s!t!on of -( eel roll !n < oBetoBet 455



,tt

:E/,NSE/,NS

1an3an3

EN.SN.S

5 !n!n

t(e M

(e M



PARK,N/ARK,N/

LOO

**



EXCELLENCE !n #

XCELLENCE !n #

st

t

!m)ress!ons4

!m)ress!ons4

EXCELLENCE !n last !m)ress!ons4

XCELLENCE !n last !m)ress!ons4

EXCELLENCE !n /Rs4XCELLENCE !n /Rs4

.!sney4

!sney4

1>ana<ement of

>ana<ement of

:E/,NN,N/S

E/,NN,N/S

an3

an3

EN.,N/SN.,N/S

su( as “t(e )ar6!n< lotsu( as “t(e )ar6!n< lot

e7)er!ene” !s an aB!3!n< strate<! !ssueD5

7)er!ene” !s an aB!3!n< strate<! !ssueD5

1Note+ (e (ar3-nose3 resear( on t(e

Note+ (e (ar3-nose3 resear( on t(e

)oer of Be<!nn!n<s an3 en3!n<s tooer of Be <!nn!n<s an3 en3!n<s to

oer(elm t(e &'X lon<er “m!33le” to

er(elm t(e &'X lon<er “m!33le” to

3eterm !ne t(e oerall )ere)t!on of an

eterm !ne t(e oerall )ere)t!on of an

e7)er!ene !n any sett!n< !s 3ee) an3 lear

7)er!ene !n any sett!n< !s 3ee) an3 lear

an3F u(F “Pere)t!on !s all t(ere !s4”5

an3F u( F “Pere)t!on !s all t(ere !s4”5



.on’t l!6e !t;

on’t l!6e !t;

.on’t )ayD

on’t )ayD

Soure+ /ran!tero6 Co4 1:al3r!<e !nner

oure+ /ran!tero6 Co4 1:al3r!<e !nner

5



>ore+ /ran!tero6 of Watson!lle CA !s !n t(e

ore+ /ran!tero6 of Watson!lle CA !s !n t(e

mun3ane ementF as)(altF roa3 ro6 Bus!ness4un3ane ementF as)(altF roa3 ro6 Bus!ness4

1 (ese “mere” “as)(alt <uys” on a :al3r!<e

(ese “m ere” “as)(alt <uys” on a :al3r!<e

nat!onal Gual!ty aar345

at!onal Gual!ty aar345

W(en a ustomer ree!es (!s mont(ly !no!e forF

(en a ustomer ree!es (!s mont(ly !no!e forF

sayF #' or3ers of as)(altF sa!3 !no!e !ll sayF

ayF #' or3ers of as)(altF sa!3 !no!e !ll sayF

“,f

f

you (a3 an

u (a3 an

y )roBlem s !t(

oBlems !t(

our

ur

)erform ane on a

rform ane on a

<!en

en

or3erF

r3erF

ust srat( !t out an3

st srat( !t out an3

3on’t

on’t

)ay4”

4”

?e <a3s4

e <a3s4

A :,/ :!< (!n<;

:,/ :!< (!n<;



/R

/R

S

4

>ANA/EANA/E ’E>4’E>4

>EASREEASRE

’E>4

E>4



(e “ /R Proess” ou<(t to Be M

(e “ /R Proess” ou<(t to Be M

EXPL,C,XPL,C, UU =OR>ALOR>AL4

(at !sF e s(oul3

(at !sF e s(oul3

tal6

al6

aBout t(emF

aBout t(emF

testest

t(em By t(e Bus(elF(em By t(e Bus(elF

6ee

ee

) tra6

ra6

of t(emF an3

of t(em F an3

rear3

ear3

t(e!r arr!al on t(e sene4

t(e!r arr!al on t(e sene4

1 (!s !s also anot(er a3ert!sement

(!s !s also anot(er a3ert!sement

for W >SW"W(oeer r!es (e >ost

or W >SW"W(oeer r!es (e >ost

Stuff W!ns an3 !ts orollaryF t(e !3ea

tuff W!ns an3 !ts orollaryF t(e !3ea

of “or<an!at!on-as-all-(an3s-learn!n<-

f “or<an!at!on-as-all-(an3s-learn!n<-

laB4”5

aB4”5



NO

O

“Consultant-ese”

“Consultant-ese”

“E7

7

)er!enes

r!enes

are as 3!st!nt

re as 3!st!nt

from ser !es

rom ser !es

as ser !es are

as ser !es are

from <oo3s4”

rom <oo3s4”

0oe P!ne U 0!m /!lmoreF

0oe P!ne U 0!m /!lmoreF

(e E7)er!ene Eonom y+

(e E7)er!ene Eonomy+

Wor6 ,s (eatre U Eery :us!ness a Sta<e

or6 ,s (eatre U Eery :us!ness a Sta<e



At f!rst , t(ou<(t !t as4 (at !sF “onsultant-

t f!rst , t(ou<(t !t as4 (at !sF “onsultant-

s)ea6” for “ustomer ser!e4” :ut , ame to

)ea6” for “ustomer ser!e4” :ut , ame to

real!e t(at “!t”EXPER,ENCE!s of an

eal!e t(at “!t”EXPER,ENCE!s of an

ent!rely 3!fferent (arater4 A “memoraBlent!rely 3!fferent (arater4 A “memoraBle

e7)er!ene” <oes

7)er!ene” <oes

far

ar

far

ar

far

ar

Beyon3

Beyon3

“sat!sf!e3 ustomer4” ,t !s aBout t(e total!ty

sat!sf!e3 ustomer4” ,t !s aBout t(e total!ty

of t(e

f t(e

aest(et!s

est(et!s

U

U

funt!onal!t

unt!onal!t

y

U

ar!n

ar!n

<

U

U

“Wo-nesso-ness ”

of ustomers’ 3eal!n<s !t( yourof ustomers’ 3eal!n<s !t( your

or<an!at!on4

r<an!at!on4

1: + ,t

: + ,t

!s

s

“anot(er one of t(ose t(!n<s” t(at

“anot(er one of t(ose t(!n<s” t(at

reGu!res aeGu!res a

ulturalultural

s(!fta fous on all (an3s a!m!n<s(!fta fous on all (an3s a!m!n<



“W (at em)loyees e7)er!eneF

(at em )loyees e7)er!eneF

Custom ers !ll 4 (e Best mar6et!n<

ustomers !ll 4 (e Best mar6et!n<

!s (a))yF en<a<e3 em)loyees4s (a))yF en<a<e3 em )loyees4

?our ustomers

our ustomers

!ll neer Be an!ll neer Be an y

(a

a

))

)

!er t(an

er t(an

your

ur

emm )loo yeeses 4””

0o(n .!0ul!usF

0o(n .!0ul!usF

(e Customer Ser!e Reolut!on+ Oert(ro Conent!onal


:us!nessF ,ns)!re Em)loyeesF an3 C(an<e t(e Worl3

us!nessF ,ns)!re Em)loyeesF an3 C(an< e t(e Worl3



RememBer t(!s one;ememBer t(!s one;

Essent!al to reat!n< M

ssent!al to reat!n< M

PEERLESS CS O>ER EXPER,ENCES"

EERLESS CS O>ER EXPER,ENCES"

A PASSEL O= /Rs" H,N/S /ONEPASSEL O= /Rs" H,N/S /ONE

R,/H D

,/H D



“At our oreF e’re a

t our oreF e’re a

offee om )anyF But t(eoffee om )anyF But t(e

o))ortun!ty e (ae to

))ortun!ty e (ae to

e7ten3 t(e Bran3 !s7ten3 t(e Bran3 !s

Beyon3 offeeQ

eyon3 offeeQ

!t’s

t’s

enterta!nmentnterta!nment 4””

Hoar3 S(ult 1“ (e StarBu6s Aest(et!F”

N?

5



“W (en Pete Roelle ran

(en Pete Roelle ran

t(e Nat!onal =ootBall

t(e Nat!onal =ootBall

Lea<ueF !t as a

ea<ueF !t as a

footBall Bus !ness an3 a

ootBall Bus!ness an3 a

<oo3 one4<oo3 one4

No !t ’so !t’s

trul

ru l

y an

an

enterta!nmentnterta!nment

Bus!ness

us!ness

4”

”

Paul >u(F

Paul >u(F

,nestment A3!sor

nestment A3!sor

0N/LE 0,>’S ,N ERNA ,ONAL >ARKE F =A,R=,EL.F OH

N/LE 0,>’S ,N ERNA ,ONAL >ARKE F =A,R=,EL.F OH

+

“An a3enture !n

An a3enture !n



s(o))erta!nmentF ’

(o))erta!nmentF ’

Be<!ns !n t(e

Be<!ns !n t(e

)ar6!n<

ar6!n<

lot an3 <oes on toot an3 <oes on to

#F%''F%''

(eeses an3(eeses an3

#F''F''

ar!et!es ofar!et!es of

(ot sauenot to ment!on #&F''' !nes )r!e3 from

ot sauenot to ment!on #&F''' !nes )r!e3 from

Y-

-

Y

F'''F'''

a BottleQ all t(!s !s Brou<(t to you By

BottleQ all t(!s !s Brou<(t to you By

F'''

F'''

en3ors4 Customers

en3ors4 Customers

from eery orner of t(e <loBe4”

rom eery orner of t(e <loBe4”

:RONNER’S CHR,S >AS WON.ERLAN.F =RANKEN> HF >,

RONNER’S CHR,S >AS WON.ERLAN.F =RANKEN> HF >,

F POP 8F'''

POP 8F'''

+

$F'''F'''

-sGuare-foot “s(o)” features

sGuare-foot “s(o)” features

%F'''F'''

C(r!stmas

C(r!stmas

ornamentsF

rnamentsF

8'F'''

'F'''

tr!msF an3 anyt(!n<

r!msF an3 anyt(!n<

else you an name

else you an name

)erta!n!n<

erta!n!n<

to C(r!stmas4 M”

o C(r!stmas4 M”

Soure+ /eor<e W(al!nF Reta!l Su)erstars+ ,ns!3e t(e &8 :est ,n3e)en3ent Stores !n

oure+ /eor<e W(al!nF Reta!l Su)erstars+ ,ns!3e t(e &8 :est ,n3e)en3ent Stores !n





An3 !f not “enterta!nmentF” (at aBout M

n3 !f not “enterta!nmentF” (at aBout M

“SHOPPER A,N>EN ”

SHOPPER A,N>EN ”

;

;

, loe /eor<e W(al!n’s Boo64 ,n3e)en3ents

loe /eor<e W(al!n’s Boo64 ,n3e)en3ents

(o (ae 1suessfullyDD5 ta6en on t(e

(o (ae 1suessfullyDD5 ta6en on t(e

<!antsan3 !n some ases (ae Beome

!antsan3 !n some ases (ae Beome

“3est!nat!ons” for s(o))ers from all oer

3est!nat!ons” for s(o))ers from all oer

t(e orl34(e orl34

, (ae <!en aay 3oens of o)!esto

(ae <!en aay 3oens of o)!esto

reta!lersF sureF But also to aountants

eta!lersF sureF But also to aountants

an3 layers an3 onsultants4 ,t !s a tale of

n3 layers an3 onsultants4 ,t !s a tale of

unBr!3le3 !ma<!nat!on at or64

nBr!3le3 !ma<!nat!on at or64

A))l!at!on; ?u)4 #''9 of usD

))l!at!on; ?u)4 #''9 of usD



“At our oreF e’re a offee om )anyF But t(e

t our oreF e’re a offee om) anyF But t(e

o))ortun!ty e (ae to e7ten3 t(e Bran3 !s Beyon3))ortun!ty e (ae to e7ten3 t(e Bran3 !s Beyon3

offee4

offee4

, ’S EN ER A,N> EN

’S EN ER A,N>EN

4”

”

Hoar3 S(ult

“W (en P ete Roelle ran t(e N =LF !t as a footBall

W (en Pete Roelle ran t(e N =LF !t as a footBall

Bus!ness an3 a <oo3 one4

us!ness an3 a <oo3 one4

NOW , ’S RL? ANOW , ’S RL? AN

EN ER A,N> EN :S,NESS

N ER A,N> EN :S,NESS

4”

”

Paul >u(F ,nestment A3!sor

Paul >u(F ,nestment A3!sor

=rom /eor<e W(al!n’s

rom /eor<e W(al!n’s

Reta!l Su)erstars

eta!l Su )erstars

+ 0un<le 0!m’s

0un<le 0!m’s

,nternat!onal >ar6etF =a!rf!el3F OHF

nternat!onal >ar6etF =a!rf!el3F OHF

AN

N

A.*EN RE ,N

.*EN RE ,N

“SHOPPER A,N>EN

SHOPPER A,N>EN

4”

”

:oston /loBe

oston /loBe

+

“ “ W (y 3!3 you

(y 3!3 you

:er6s(!re Hat(aay

:er6s(!re Hat(aay

Buy

Buy

0or3an

or3an ’ ’ s =urn!ture;

=urn!ture;” ”



“Enterta!nment” 1”s(o))erta!nment”5 !s an

nterta!nment” 1”s(o))erta!nment”5 !s an

een B!<<er or3 t(an “e7)er!ene4” ,ten B!<<er or3 t(an “e7)er!ene4” ,t

surely a))l!es to “reta!l”t(e e7am)les

urely a))l!es to “reta!l”t(e e7am)les

(ereButF trut( !sF !t a))l!es to most

ereButF trut( !sF !t a))l!es to most

eeryt(!n<4

eryt(!n<4

Certa!nly (at , 3o as a s)ea6er onerta!nly (at , 3o as a s)ea6er on

Bus!ness lea3ers(!), Bel!ee my mater!al

us!ness lea3ers(!), Bel!ee my mater!al

!s #

s #

st

t

-rate an3 , 6no !t’s resear(-Base34

rate an3 , 6no !t’s resear(-Base34

:ut to “<et my messa<e aross !n a

ut to “<et my messa<e aross !n a

memoraBle fas(!on” toF sayF #F''' )eo)leF ,emoraBle fas(!on” toF sayF #F''' )eo)leF ,

must )ro!3eF yesF 3e fato

ust )ro!3eF yesF 3e fato

“enterta!nment4” 1An3 een Be a

enterta!nment4” 1An3 een Be a

“ome3!anQ” One sa<e sa!3F “,f you ant

ome3!anQ” One sa<e sa!3F “,f you ant

)eo)le to (an<eF f!rst you must ma6e

eo)le to (an<eF f!rst you must ma6e

t(em lau (4”

(em lau (4”



:eyon3 t(e “ ransat!on”" “Sat!sfat!on” >ental!ty

“/oo3 (otel” "“Ha))y

<uest”"

“E7ee3e3

E7)etat!ons”

s4

“/reat

/reat

*aat!on

aat!on

”"

"

“ ransformat!onal

ransformat!onal

Confereneonferene ”""

“O)erat!on

“O)erat!on

Personal

ersonal



A6nole3<ement of t(e entral!ty of t(e

6nole3<ement of t(e entral!ty of t(e

effort to reate an “e7)er!eneF” farffort to reate an “e7)er!eneF” far

e7ee3!n< “sat!sfat!on” or “<oo3 <ame4”

7ee3!n< “sat!sfat!on” or “<oo3 <ame4”



E7)er!ene+ “ReBel L!festyleD”

“W (at e sell !s t(eW (at e sell !s t(e

aB!l!ty for a @-year-ol3

aB !l!ty for a @-year-ol3

aountant to 3ress

ountant to 3ress

!n B la6 leat(erF r!3e

!n B la6 leat(erF r!3e

t(rou<( sm all tons

(rou<( sm all tons

an3 (ae )eo)le Ben3 (ae )eo)le Be

afra!3 of (!m4”

fra!3 of ( !m 4”

Soure+

Harley

arley e7eF Guote3 !nResults-:ase3 Lea3ers(!)



!!



C

X

O

C(!ef e

C(!ef e

)er!ene Off!er

er!ene Off!er



Some (ae a33e3 a M

ome (ae a33e3 a M

“C(!ef

C(!ef

E7)er!ene Off!er4”

7)er!ene Off!er4”

, t(!n6 !t’s a su)erB !3eaD

t(!n6 !t’s a su)erB !3eaD

An3 C-leel or notF , furt(er Bel!ee !t

n3 C-leel or notF , furt(er Bel!ee !t

a))l!es to ,:> /loBal Ser!e onsultants

))l!es to ,:> /loBal Ser!e onsultants

as ell as StarBu6s4s ell as StarBu6s4

1An3 to t(e &-

n3 to t(e &-

)erson

rson

aountan

ountan

y on >a!n StreetF Sm allton

on >a!n StreetF Sm allton

45

5

W(en , loo6 Ba6 at my years !t( t(e

(en , loo6 Ba6 at my years !t( t(e

)rem!er onsultanyF >K!nsey U Co4F t(ere

rem!er onsultanyF >K!nsey U Co4F t(ere

!s not t(e sl!<(test 3ouBt t(at (at (e

s not t(e sl!<(test 3ouBt t(at (at (e

=!rm sol3 1for a )retty )enny5 as t(e M

!rm sol3 1for a )retty )enny5 as t(e M

otal >K !nsey E7)er!ene

otal >K!nsey E7)er!ene

M notF By a lon<

M notF By a lon<

s(otF ust t(e leer analyt!s4

(otF ust t(e leer analyt!s4



=!rst Ste) 1;D5+!rst Ste) 1;D5+

H!re!re

a t(eater

(eater

3!retor!retor

F as aas a

onsultant oronsultant or

= E;D

E;D



,n fat all Bus!ness 1alln fat all Bus!ness 1all

anyt(!n<nyt(!n<

5 !s!s

t(eater4 >ayBe e s(oul3

(eater4 >ayBe e s(oul3

a6nole3<e t(at !n a stra!<(tforar3

6nole3<e t(at !n a stra!<(tforar3

fas(!onan3 Br!n< a t(eater 3!retor

as(!onan3 Br!n< a t(eater 3!retor

aBoar3F as a full-t!me em)loyee orF atBoar3F as a full-t!me em)loyee orF at

leastF onsultant"a3!sor

eastF onsultant"a3!sor

;D

D



“>ost e7eut!es

ost e7eut!es

(ae no !3ea (o toae no !3ea (o to

a33 alue to a m ar6et

33 alue to a m ar6et

!n t(e m eta

n t(e meta

)(ys!al

!al

orl3

orl3

4

:ut t(at !s (at t(e

ut t(at !s (at t(e

mar6et !ll ry out for !n t(e

ar6et !ll ry out for !n t(e

future4 (ere !s no la6 ofuture4 (ere !s no la6 of

)(ys !al’ )ro3uts to (oose

)(ys!al’ )ro3uts to (oose

Beteen4”

eteen4”

0es)er Kun3eF

0es)er Kun3eF

n!Gue N o 44 4 or Neer

n!Gue No 44 4 or Neer

1on t(e e7ellene ofon t(e e7ellene of N!6eF Le<oF *!r<!nFN!6eF Le<oF *!r<!nF et al45et al45



,f trueF e 3o !n3ee3 nee3 t(at t(eater

f trueF e 3o !n3ee3 nee3 t(at t(eater

3!retorD!retorD

1An3 o( 3oes !t eer r!n< true

An3 o( 3oes !t eer r!n< true !!5



“E7)er!ene”+

7)er!ene”+

(e La of(e La of

B!Gu!ty

B!Gu!ty



(e e7)er!ene not!on

(e e7)er!ene not!on

a))l!es to t(e

))l!es to t(e

!nternal

nternal

funt!onnt!on 1e4<4F HRF1e4<4F HRF

)ur(as!n<5 3ea l!n< !t( !ts

ur(as!n<5 3eal!n< !t( !ts

!nternal ustom ers as mu(

nternal ustom ers as m u(

as !t 3oes !t( !nterat!onss !t 3oes !t( !nterat!ons

!t( outs!3ers

!t( outs!3ers

4



Last Wor3"s+

ast Wor3"s+

RememBerFememBerF

“ /R-!n<”

/R-!n<”

!s a

s a

S?S E>A ,CS?S E>A ,C

)roess4

roess4



!!



##4#4&#4#4&

/Rs/Rs

L: s L: s

L!ttle

L!ttle

:,/

,/

(!n<s

(!n<s



#48X

48X



/Rs/Rs

1on stero!3s5+

on stero!3s5+

L11

*

ery

ry

5: s: s



:a< s!es ] Ne mar6ets+

a< s!es ] Ne mar6ets+

Y:

:

Soure+ Pe)s!Co

oure+ Pe)s!Co



?ears a<oF =r!to Lay ent t(rou<( a ne-

ears a<oF =r!to Lay ent t(rou<( a ne-

)ro3ut 3ry s)ell4

ro3ut 3ry s)ell4

Se7y ne t(!s4e7y ne t(!s4

Se7y ne t(at4

e7y ne t(at4

Not(!n< l!6e34

ot(!n< l!6e34

=rustrate3F t(ey <ae u) on “leer” an3

rustrate3F t(ey <ae u) on “leer” an3

!ntro3ue3ntro3ue3

(o (umo (um

ne Ba< s!es4 (ene Ba< s!es4 (e

tra3!t!onal (!) Ba< as au<mente3 By t(e

ra3!t!onal (!) Ba< as au<mente3 By t(e

sna6 )a6 an3 t(e fam!ly s!e Ba<4

na6 )a6 an3 t(e fam!ly s!e Ba<4

Not only ere normal-s!e Ba< sales not

ot only ere normal-s!e Ba< sales not

ann!Bal!e3F But sales of t(e ne Ba<sann!Bal!e3F But sales of t(e ne Ba<s

1effet!ely ne mar6ets5 too6 off to t(e

effet!ely ne mar6ets5 too6 off to t(e

tuneF eentuallyF of a B!ll!on YYY or so4

uneF eentuallyF of a B!ll!on YYY or so4

L!ttle!ttle

1“mere” Ba< s!e (an<e5“mere” Ba< s!e (an<e5

]] 1YYY1YYY



L!ttle

!ttle

:,/

,/

(!n<s+

(!n<s+

Small moe4

mall moe4

Ju!6 moe4u!6 moe4

Small ost4

mall ost4

,n!s!Ble4

n!s!Ble4

Enormous )ayoff4

normous )ayoff4

(ere for t(e ta6!n<4

(ere for t(e ta6!n<4

1

,=

=

M a “ulture of ser!ous )lay’” see

M a “ulture of ser!ous )lay’” see

C(a)ter EN !s !n )laea B!< “!f4”5

(a)ter EN !s !n )laea B!< “!f4”5

1:-,-/ >essa<e+:-,-/ >essa<e+

Not eery )ursu!t ofot eery )ursu!t of



#48

48

X



o )oss!Bly s)ur B!<<er !tem 1e4<4F

o )oss!Bly s)ur B!<<er !tem 1e4<4F

a))l!ane5 salesF !t ours to Walmart to))l!ane5 salesF !t ours to Walmart to

!nrease s(o))!n< art s!e4 1

nrease s(o))!n< art s!e4 1

?AWN4

AWN4

5

5

Enlar<e3 art+ :!< !temm!roae oensF

nlar<e3 art+ :!< !temm!roae oensF

et4sales soar M

t4sales soar M

8'9

'9 ..

18'9 _ Walmart ]

8'9 _ Walmart ]

Y

Y

Y

Y

Y

5



Las *e<as Cas!no"&X+

as *e<as Cas!no"&X+

“W (en =r!e3man

W (en =r!e3man

sl!

l!

<(tl

tl

y

ure3ure3

t(e r!<(t an<le of an

(e r!<(t an<le of an

entrane or r!3or to one )ro)ertyF (e as

ntrane orr!3or to one )ro)ertyF (e as

amae3 at t(e m a<n!tu3e of (an<e !n

amae3 at t(e ma<n!tu3e of (an<e !n

)e3estr!an Be(a!or’ t(e )erenta<e (oe3estr!an Be(a!or’t(e )erenta<e (o

entere3 !nrease3 from

ntere3 !nrease3 from

one

ne

-t(!r3

(!r3

to nearly

o nearly

o (!r3s ”



?e <a3sD

e <a3sD

*e<asD

e<asD

1A<a!nF

A<a!nF

TY#:

Y#:

!m)at45

!m)at45

1=rom M

=rom M

ur !n< a 3r!eay

ur !n< a 3r!eay

;;;;;;;;;;;

L!ttle ]

!ttle ]

:-,-/D

-,-/D

5

5

1#5#5 A>ENA:LE O RAP,. A>ENA:LE O RAP,.



EXPER,>EN A ,ON"=A,LRE

XPER,>EN A ,ON"=A,LRE

“=REE”

=REE”

1NO :A. “PRF” NO YY5

NO :A. “PRF” NO YY5

1&5

&5

J,CK O ,>PLE>EN "J,CK O

J,CK O ,>PLE>EN "J,CK O

ROLL O

OLL O

1@5

@5

,NEXPENS,*E O ,>PLE>EN "

,NEXPENS,*E O ,>PLE>EN "

ROLL OOLL O

15

5

H/E 1PO EN ,AL5 >L ,PL,ER

H/E 1PO EN ,AL5 >L ,PL,ER

185

85

AN “A , .E” 1W >SW"

AN “A , .E” 1W >SW"

“

“

SER,OS PLA?”5

ER,OS PLA?”5

1%5%5 .OES NO :? AN. LAR/E.OES NO :? AN. LAR/E

REJ,RE

EJ,RE

A “POWER POS, ,ON” =RO>

“POWER POS, ,ON” =RO>

WH,CH

H,CH

O LANCH EXPER,>EN S4O LANCH EXPER,>EN S4



, oul3 <o on4 oul3 <o on4

,’3 loe to <o on4

’3 loe to <o on4

(e ases are fun4

(e ases are fun4

(e )ayoff !s 1)otent!ally5 enormous4

(e )ayoff !s 1)otent!ally5 enormous4

o re)eatF t(!s set!on !sF str!))e3 3onF

o re)eatF t(!s set!on !sF str!))e3 3onF

aBout a

Bout a

“(aB!t of ser!ous )lay4”

(aB!t of ser!ous )lay4”

ABout real!!n< t(e )oss!Ble :,/ :AN/

Bout real!!n< t(e )oss!Ble :,/ :AN/

PA?O== from onstant 1small-sale5

A?O== from onstant 1small-sale5

e7)er!mentat!on4

7)er!mentat!on4

An3 )er t(!s sl!3eF !t’s Gu!6F !n!s!BleF

n3 )er t(!s sl!3eF !t’s Gu!6F !n!s!BleF

!ne7)ens!e4

ne7)ens!e4

An3 )er(a)sF yesF !t( a )ayoff !n t(en3 )er(a)sF yesF !t( a )ayoff !n t(e



1#5#5 HAL=-.A?"/ENERA EAL=-.A?"/ENERA E

&8 ,.EAS

8 ,.EAS

1&5

&5

ONE WEEK"

NE WEEK"

8 EXPER,>EN S EXPER,>EN S

1@5

@5

ONE >ON H"

NE >ON H"

SELEC :ES &ELEC :ES &

15

5

%'-$' .A?S"ROLL O

'-$' .A?S"ROLL O



So start M

o start M

NOW

OW

4

ryF for e7am)leF t(e e7er!se on t(e

ryF for e7am)leF t(e e7er!se on t(e

)r!or sl!3e4r!or sl!3e4

L!Berat!on t(rou<( M

!Berat!on t(rou<( M

L!ttle

!ttle

]

:,/,/

4





L!ttle ]

!ttle ]

:,/

,/

4

L: s RuleD

: s RuleD

L1

1

*

ery

ry

5: s RuleD

: s RuleD

,’m a Bel!eer4

’m a Bel!eer4



##4#4@

#4#4@

/Rs+

/Rs+

@ >!nutes

@ >!nutes



HE PRO:LE> ,S

HE PRO:LE> ,S

RAREL?"AREL?"NE*ERE*ER HEHE

PRO:LE>4 HE

RO:LE>4 HE

RESPONSEESPONSE

O HEO HE

PRO:LE> ,N*AR,A:L?

RO:LE> ,N*AR,A:L?

EN.S P :E,N/ HE

N.S P :E,N/ HE

REAL PRO:LE>4

EAL PRO:LE>4

1OPPOR N, ?5

OPPOR N, ?54



“,RON LAW4”RON LAW4”

At aor3!n<lyD

t aor3!n<lyD

>aster

aster

“O*ERK,LL”

O*ERK,LL”

!n

!n

res)onse to )roBlemses)onse to )roBlems

es)e!ally t(e “l!ttle”

s)e!ally t(e “l!ttle”

)roBlems4

roBlems4



Relat!ons(!)s 1of all ar!et!es5+

HERE

HERE

ONCE WAS A ,>E WHEN ANCE WAS A ,>E WHEN A

HREE

HREE

->,N E

,N E

PHONEHONE CALLALL

WOL. HA*E A*O,.E. SE ,N/

OL. HA*E A*O,.E. SE ,N/

O== HE .OWNWAR. SP,RAL

== HE .OWNWAR. SP,RAL

HA RESL E. ,N A CO>PLE EHA RESL E. ,N A CO>PLE E

RP RE4

P RE4

*Divorce, loss of a BILLION $$$ aircraft sale, etc., etc.*Divorce, loss of a BILLION $$$ aircraft sale, etc., etc.

all t(!sF tooF an M



, all t(!sF tooF an M

“,RON LAW4”

RON LAW4”

A)olo<y as “*alue a33e3

)olo<y as “*alue a33e3

strate<y”;

trate<y”;

?O :E DO :E D

S RA E/,CD

RA E/,CD

1So ma6e t(e 3amn all"s45

So ma6e t(e 3amn all"s45

1:e M

:e M

S?S E>A ,C

?S E>A ,C

4 Set

Set

s(e3ule3 t!me as!3e3a!lyF ee6ly

(e3ule3 t!me as!3e3a!lyF ee6ly

to ma6e )a!nful alls45

o ma6e )a!nful alls45

W !t( a ne an3 fort(om !n< )ol!y on

!t( a ne an3 fort(om!n< )ol!y on



a)olo<!es M oroF t(e lan moer fol6sF

)olo<!es M oroF t(e lan moer fol6sF

re3ue3 t(e aera<e ost of settl!n< a la!m

e3ue3 t(e aera<e ost of settl!n< a la!m

from

rom

Y##8F'''#8F'''

!n #$$# to

n #$$# to

Y@8F'''

8F'''

!n &''

n &''

M

an3

n3

t(e om(e om )ann y (asn’t(asn’t

Been to tr!al !n t(e

een to tr!al !n t(e

last#8

ast#8

y

y

ears

ars

D



Re)eat+e)eat+

A)olo<y as “*alue)olo<y as “*alue

a33e3 strate<y”;

33e3 strate<y”;

?O :E DO :E D

1E4<4F Y##8F''' s4 Y@8F'''45

E4<4F Y##8F''' s4 Y@8F'''45



“, re<ar3

re<ar3

a)olo

lo

<!!n

!n

< as

s

t(e most ma<!alF (eal!n<F(e m ost ma< !alF (eal!n<F

restorat!e <esture (um an

estorat!e <esture (um an

Be!n<s an m a6e4 ,t !s t(e

e!n<s an m a6e4 ,t !s t(e

enter

enter

)!ee

ee

of my

f my

or6 !t( e7eut!es (o

or6 !t( e7eut!es (o

ant to <et Better4”

ant to <et Better4”

>ars(all /ol3sm!t(

ars(all /ol3sm!t(

F W( at /ot ?ou Here Won’t /et ?ou (ere+

W(at /ot ?ou Here Won’t /et ?ou (ere+

Ho Suessful Peo)le :eome Een >ore S uessful4

o Suessful Peo)le :eome Een >ore Suessful4



A lar<er onte7t"alar<er onte7t"a

“ulture” of a)olo<y

ulture” of a)o lo<y

(!( starts at t(e to)D

(!( starts at t(e to) D

1“Center)!ee” !s a mout(ful4 An3

“Center)!ee” !s a mout(ful4 An3

/ol3sm!t( (as fe !f any )eers as an

ol3sm!t( (as fe !f any )eers as an

e7eut!e oa(4 Hene+ a6e (ee345

7eut!e oa(4 Hene+ a6e (ee345



##4#4

#4#4

/Rs+

/Rs+

K ] R ] PK ] R ] P



K ] R ]

] R ]

P



K!n3ness ]

!n3ness ]

Re)eat :us!ness ]e)eat :us!ness ]

Prof!t4

rof!t4



(!s !s not “soft4”

(!s !s not “soft4”

(!s !s t(e ant!t(es!s of soft4(!s !s t(e ant!t(es!s of soft4

(!s !s as “(ar3” as !t <ets4

(!s !s as “(ar3” as !t <ets4

(!s !sF yes M

(!s !sF yes M

S RA E/,C RA E/,C

4

1?ou may say , oeruse t(e or3

?ou may say , oeruse t(e or3

“strate<!F” But my )o!nt !s t(at !t’s

strate<!F” But my )o!nt !s t(at !t’s

“t(!s stuff”res)ons!enessF a)olo<yF

t(!s stuff”res)ons!enessF a)olo<yF

6!n3nesst(at really !s t(e “strate<!

!n3nesst(at really !s t(e “strate<!

Ba6Bone” of e7eut!on of any strate<ya6Bone” of e7eut!on of any strate<y

an3 )eerless susta!naBle ustomer

n3 )eerless susta!naBle ustomer

relat!ons(!)s45

elat!ons(!)s45

K ] R ] P"K!n3ness ] Re)eat Bus!ness ] Prof!t

] R ] P"K!n3ness ] Re)eat Bus!ness ] Prof!t



K!n3ness+

!n3ness+

K!n34

!n34

(ou<(tful4

(ou<(tful4

.eent4

eent4

Car!n<4

ar!n<4

Attent!e4

ttent!e4

En<a<e34

n<a<e34

L!stens ell"oBsess!ely4

!stens ell"oBsess!ely4

A))re!at!e4

))re!at!e4

O)en4

)en4

*!s!Ble4!s!Ble4

Honest4

onest4

Res)ons!e4

es)ons!e4

On t!me all t(e t!me4

n t!me all t(e t!me4

A)olo<!es !t( 3!s)at( for sre-u)s4

)olo<!es !t( 3!s)at( for sre-u)s4

“Oer”-reats to sre-u)s of any ma<n!tu3e4

er”-reats to sre-u)s of any ma<n!tu3e4

“Profess!onal” !n all 3eal!n<s4

rofess!onal” !n all 3eal!n<s4

O)t!m!st!4)t!m!st!4

n3erstan3s t(at 6!n3ness to staff Bree3s 6!n3ness to

n3erstan3s t(at 6!n3ness to staff Bree3s 6!n3ness to

ot(ers"outs!3ers4

t(ers"outs!3ers4

A))l!es t(rou<(out t(e “su))ly (a!n4”

))l!es t(rou<(out t(e “su))ly (a!n4”

A))l!es to #''9 of ustomer’s staff4

))l!es to #''9 of ustomer’s staff4

E7)l!!t )art of alues statement4

7)l!!t )art of alues statement4

:as!s for ealuat!on of #''9 of our staff4as!s for ealuat!on of #''9 of our staff4



K!n3ness M!n3ness M WORKSORKS!!K!n3ness M

!n3ness M

PA?S

A?S!!



ZLets not for<etLets not for<et

t(at sm all

(at small

em ot!ons are t(emot!ons are t(e

<reat a)ta!ns of

reat a)ta!ns of

our l!es4Z

ur l!es4Z

[an /o<(

an /o<(



=!rst-or3er /Rs4

!rst-or3er /Rs4

1Reall t(e s!m!lar Guote on “ourtes!esReall t(e s!m!lar Guote on “ourtes!es

of a small an3 tr!!al (arater” from

f a small an3 tr!!al (arater” from

Henry Clay45

enry Clay45



Har3 !s Soft4Har3 !s Soft4

Soft !s Har34Soft !s Har34



I&+&+ L!sten!n<L!sten!n<

1Per Se5

Per Se5



?esD

esD

L-,-S- -E-N-,-N-/

-,-S- -E-N-,-N-/

)er se as a

)er se as a

se)arate “*alue-A33e3

e)arate “*alue-A33e3

S RA E/?

RA E/?

D



##4&

#4&

#"I#

"I#



“ (e 3otor

!nterru)ts

after M

Soure+ 0erome /roo)manF Ho .otors (!n6



Harar3 >e3 S(ool 3o 0erome

arar3 >e3 S(ool 3o 0erome

/roo)man tells us t(at t(e )at!ent !s t(e

roo)man tells us t(at t(e )at!ent !s t(e

3otor’s Best soure of e!3ene aBoutotor’s Best soure of e!3ene aBout

t(e )at!ent’s )roBlem4

(e )at!ent’s )roBlem4

Per!o34

er!o34

(enF !t!n< (ar3-nose3 resear(F

(enF !t!n< (ar3-nose3 resear(F

/roo)man as6sF

roo)man as6sF

“On aera<eF (o lon< 3oes t(e )at!ent

On aera<eF (o lon< 3oes t(e )at!ent

s)ea6 Before t(e 3o !nterru)ts M)ea6 Before t(e 3o !nterru)ts M



# …



# M

seon3s!



(e to)! (ere !s /Rs U a33!n< alueF not

(e to)! (ere !s /Rs U a33!n< alueF not

>4.4s4 :ut , !ll Bet you a fat sum t(at t(e4.4s4 :ut , !ll Bet you a fat sum t(at t(e

maor!ty ofF sayF our sales fol6 fall !t(!n

aor!ty ofF sayF our sales fol6 fall !t(!n

t(e 3os’ #-seon3 t!meframe4

(e 3os’ #-seon3 t!meframe4



:est L!steners W!n M

est L!steners W!n M

“,= ?O .ON’

= ?O .ON’

L,S EN,S EN F ?O?O

.ON’ SELL

ON’ SELL

AN? H,N/4”

N? H,N/4”

Carolyn >arlan3F CEOF /uar3!an /rou)

arolyn >arlan3F CEOF /uar3!an /rou)



of #' sales )resentat!ons

of #' sales )resentat!ons

fa!la!l

8''

9

fa!le3 sales

fa!le3 sales

)resentat!ons M

)resentat!ons M

tal6!n<

al6!n<

“at” Before“at” Before

l!sten!n<D

l!sten!n<D

Susan SottF “Let S!lene .o t(e Heay L!ft!n<F” (a)ter t!tleFSusan SottF “Let S!lene .o t(e Heay L!ft!n<F” (a)ter t!tleF

Wron<ron<

#4 Assum!n< t(e )roBlem t(at t(e )ros)et ommun!ates

4 Assum!n< t(e )roBlem t(at t(e )ros)et ommun!ates



!s t(e real )roBlem4

s t(e real )roBlem4

&4 (!n6!n< t(at your sales “)resentat!on” !ll seal t(e

4 (!n6!n< t(at your sales “)resentat!on” !ll seal t(e

3eal4

eal4

@4

4

al6!n< too

al6!n< too

mu(4u(44 :el!e!n< t(at you an sell anyBo3y anyt(!n<4

4 :el!e!n< t(at you an sell anyBo3y anyt(!n<4

84 Oere3uat!n< t(e )ros)et (en you s(oul3 Be

4 Oere3uat!n< t(e )ros)et (en you s(oul3 Be

sell!n<4

ell!n<4

%4 =a!l!n< to rememBer t(at sales)eo)le are 3e!s!on-

4 =a!l!n< to rememBer t(at sales)eo)le are 3e!s!on-

ma6ersF too4

a6ersF too4

4 Rea3!n< m!n3s4

4 Rea3!n< m!n3s4

4 Wor6!n< as an “un)a!3 onsultant” to seal t(e 3eal4

4 Wor6!n< as an “un)a!3 onsultant” to seal t(e 3eal4

$4 :e!n< your on orst enemy4

4 :e!n< your on orst enemy4

#'4 Kee)!n< your f!n<ers rosse3 t(at a )ros)et 3oesn’t

'4 Kee)!n< your f!n<ers rosse3 t(at a )ros)et 3oesn’t

not!e a roBlem4ot!e a roBlem4

o sur)r!se4



No sur)r!se4

R!<(t;

!<(t;

Ser!ously+ L,S EN,N/ AS

er!ously+ L,S EN,N/ AS

S- -R-A- -E-/-,-C 1*ALE-A..,N/5

- -R-A- -E-/-,-C 1*ALE-A..,N/5

A.*AN A/E

.*AN A/E

I##

4



Su<<este3

u<<este3

Core *alue

ore *alue

I#+

#+

“We are Effet!e“We are Effet!e

L!stenersKe treatL!stenersKe treat

L!sten!n<L!sten!n< EXCELLENCE EXCELLENCE

as t(e Center)!ee of ouras t(e Center)!ee of our

Comm!tment to Res)etComm!tment to Res)etan3 En<a<ement an3an3 En<a<ement an3

Prof!taB!l!ty an3 /rot(4” Prof!taB!l!ty an3 /rot(4”



Core *alue

ore *alue

I##

4

1Please Be so 6!n3 as to ons!3er45

1Please Be so 6!n3 as to ons!3er45



(ere are only $ “*alue-A33e3 Strate<!es”

(ere are only $ “*alue-A33e3 Strate<!es”

t(at , (ae (osen to feature4 “L!sten!n<” )er

(at , (ae (osen to feature4 “L!sten!n<” )er

se may at f!rst Blus( ome aross as ae may at f!rst Blus( ome aross as a

suBs!3!ary !3ea4

uBs!3!ary !3ea4

NOO!!,t learly!n my Boo6F an3 t(!s !s my Boo6

t learly!n my Boo6F an3 t(!s !s my Boo6

3eseres a “room of !ts on4”

eseres a “room of !ts on4”

So t(ere !t !s+

o t(ere !t !s+

1=LL-:LOWN5 *ALE-A..E. S RA E/? I@4

=LL-:LOWN5 *ALE-A..E. S RA E/? I@4



I@+

@+

So!al

So!al

:us!nessus!ness



##4@4#

#4@4#

So!al :us!ness"

o!al :us!ness"

Customer En<a<ement"

ustomer En<a<ement"

Customer Control"

ustomer Control"

“:ran3 AmBassa3ors”":ran3 AmBassa3ors”"

“:ran3 Assass!ns”"

ran3 Assass!ns”"

So!al E)!3em!olo<!sts"o!al E)!3em!olo<!sts"

Et4"Et4 M

t4"Et4 M



&'?

'?

"8>

>



“Customer en

ustom er en

<a<em ent !s

m ent !s

mo!no!n < from relat!elfrom relat!ely

!solate3 m ar6et

solate3 m ar6et

transat!ons to 3ee)l

ransat!ons to 3ee)l

y

onnete3 an3 susta!ne3

onnete3 an3 susta!ne3

so !al relat!ons(!

o !al relat!ons(!

)s4

(!s Bas!

(!s Bas!

(an<e !n (o e 3o Bus!ness !ll

(an<e !n (o e 3o Bus!ness !ll

ma6e an !m)at on ust aBouta6e an !m)at on ust aBout

eery t(!n< e 3o4”

eryt(!n< e 3o4”

So!al :us!ness :y .es!<n+ ransform at!e So!al >e3 !a Strate<!es

o!al :us!ness :y .es!<n+ ransform at!e So!al >e 3!a Strate<!es

=or t(e Connete3 Com )anyor t(e Connete3 Com) any

.!on H!n(l!ffe U Peter K!m.!on H!n(l!ffe U Peter K!m



(e lan<ua<e (ere !s relat!ely !nnoent

(e lan<ua<e (ere !s relat!ely !nnoent

(en sta6e3 u) a<a!nst t(e M(en sta6e3 u) a<a!nst t(e M

ENOR>, ?

NOR>, ?

U

:,J, ?:,J, ?

M of t(e s(!ft

M of t(e s(!ft

t(at !s st!ll ust <at(er!n< ay4

(at !s st!ll ust <at(er!n< ay4



“W(at use3 to Be “

(at use3 to Be “

or3 of mout(

or3 of m out(

”

!s no “

s no “

or3 of m ouse

or3 of m ouse

4”

”

?ouou

are e!t(er reat!n

re e !t(er reat!n

<

Bran3 amBassa3ors orran3 am Bassa3ors or

Bran3 terror!sts 3o!n

ran3 terror!sts 3o!n

<

Bran3 assass!nat!onran3 assass!nat!on 4””

0o(n .!0ul!usF

o(n .!0ul!usF

(e Customer Se r!e Reolut!on+ Oert(ro

(e Customer Ser !e Reolut!on+ Oert(ro

Conent!onal :us!nessF ,ns)!re Em )loyeesF an3 C(an<e t(e Worl3

onent!onal :us!nessF ,ns)!re Em)loyeesF an3 C(a n<e t(e Worl3



AmBassa3or

mBassa3or

;

Assass!n

ssass!n

;

Not oerstate34

ot oerstate34

P-l-e-a-s-e4

-l-e-a-s-e4

C-o-n-s-!-3-e-r4

-o-n-s-!-3-e-r4

Re)eat+

e)eat+

NO O*ERS A E.4O O*ERS A E.4



Welome to t(e A<e of So!al >e3!a+

elome to t(e A<e of So!al >e3!a+

“,t

ta6es

&'

years to

Bu!l3 a re)utat!on

an3

8

m!nutes to

ru !n !t4

AlsoF t(e ,nternet an3

lsoF t(e ,nternet an3

te(nolo<y (ae ma3e ustomers m oree(nolo<y (ae ma3e ustomers more

3em an3!n<4F an3 t(ey e7)et

eman3!n<4F an3 t(ey e7)et

!nform at!onF ansersF ) ro3utsF

nform at!onF ansersF )ro3utsF

res)onsesF an3 resolut!ons sooner

es)onses F an3 resolut!ons sooner



&'?'?"8>>

4

Not oerstate34

ot oerstate34

P-l-e-a-s-e4

-l-e-a-s-e4

C-o-n-s-!-3-e-r4

-o-n-s-!-3-e-r4

Re)eat+

e)eat+

NO O*ERS A E.4

O O*ERS A E.4





“ (e ustom er !s

(e ustomer !s

!nn omom )leteete

ontrol of

ontrol of

ommun!at!on4”ommun!at!on4”

0o(n .!0ul!usF

o(n .!0ul!usF

(e Customer Se r!e Reolut!on+ Oert(ro

(e Customer Ser !e Reolut!on+ Oert(ro

Conent!onal :us!nessF ,ns)!re Em )loyeesF an3 C(an<e t(e Worl3

onent!onal :us!nessF ,ns)!re Em)loyeesF an3 C(a n<e t(e Worl3



Not oerstate34

ot oerstate34

P-l-e-a-s-e4-l-e-a-s-e4

C-o-n-s-!-3-e-r4

-o-n-s-!-3-e-r4

Re)eat+

e)eat+

NO O*ERS A E.4O O*ERS A E.4



“ (e ustomer !s !n

(e ustomer !s !n

om

om

)lete

ete

ontrol

ontrol

of om mun!at!on4”

of ommun!at!on4”

“,t ta6es &'

t ta6es &'

years to

ars to

Bu!l3 a re

u!l3 a re

)utat!on an3 8

tat!on an3 8

>!nutes to ru !n !t!nutes to ru !n !t 4””

“W( at use3 to Be

(at use3 to Be

or3 of mout(

or3 of mout(

’ !s no

!s no

or3 of

or3 of

mouse

ouse

4’

’

?ou are e !t(er reat!n

ou are e !t(er reat!n

< Bran3

Bran3

amBassa3ors o r Bran3 terro r!sts 3o!n

mBassa3ors or Bran3 terror!sts 3o!n

<

Bran3 assass!nat!on

ran3 assass!nat!on

4”

”

Soure+ 0o(n .!0ul!usF

oure+ 0o(n .!0ul!usF

(e Customer Ser!e Reolut !on+ Oert(ro

(e Customer Ser!e Reolut !on+ Oert(ro

Conent!onal :us!nessF ,ns)!re Em)loyeesF an3 C(an<e t(e Worl3onent!onal :us!nessF ,ns)!re Em)loyeesF an3 C(an<e t(e Worl3



o re)eat M

o re)eat M

1Rea345

Rea345

1Re-rea345

Re-rea345

1Rea3 alou345

Rea3 alou345



“M (e

M (e

/uar3!an

uar3!an



learne3 t(at a33!n< a )(oto of t(e Parl!ament memBer

earne3 t(at a33!n< a )(oto of t(e Parl!ament memBer

(ose ree!)ts ere Be!n< orrelate3 (el)e3 3r!e u)

(ose ree!)ts ere Be!n< orrelate3 (el)e3 3r!e u)

t(e en<a<ement an3 eff!!eny of t(e rea3ers

(e en<a<ement an3 eff!!eny of t(e rea3ers

re!e!n< t(e ree!)ts4 Hea3 3eelo)er S!mon

e!e!n< t(e ree!)ts4 Hea3 3eelo)er S!mon

W!ll!son later sa!3F ?ou’e <ot t(!s B!< sm!l!n< fae

!ll!son later sa!3F ?ou’e <ot t(!s B!< sm!l!n< fae

loo6!n< at you (!le you’re 3!<<!n< t(rou<( t(e!r

oo6!n< at you (!le you’re 3!<<!n< t(rou<( t(e!r

e7)enses4’ M

7)enses4’ M

/am es l !6e t(e /uar3!an

ames l !6e t(e /uar3!an

3ata-s!ft en<a<e m asses of )eo)le Byata-s!ft en<a<e masses of )eo)le By

test!n< t(e !r ur!os!tyF (!le

est!n< t(e !r ur!os!tyF (!le

a33ress!n< real-orl3 (allen<es

33ress!n< rea l-orl3 (allen<es

4”

”

Soure+ Er!a .(aan U Sa-N!ole 0on!Foure+ Er!a .(aan U Sa-N!ole 0on!F

/et :!< t(!n<s .one+et :!< t(!n<s .one+

(e Poer of Connet!onal !ntell!<eneF

(e Poer of Connet!onal !ntell!<eneF

on

n

t(e :r!t!s( Parl!amentary e7)ense san3alF

(e :r!t!s( Parl!amentary e7)ense san3alF

!n a (a)ter t!tle3F “ProBlem Sol!n< an3

n a (a)ter t!tle3F “ProBlem Sol!n< an3

t(e Poer of Play”

(e Poer of Play”

1)#'-###5

1)#'-###5



Case !n )o!nt+ (e

ase !n )o!nt+ (e

/uar3!an

uar3!an

nes)a)er

nes)a)er

use3 t(e ent!re arsenal of so!al-me3!ase3 t(e ent!re arsenal of so!al-me3!a

tools to turn assess!n< !na))ro)r!ate

ools to turn assess!n< !na))ro)r!ate

<oernment"Parl!amentary e7)enses

oernment"Parl!amentary e7)enses

!nto a nat!onal “<ame4” (e !m)l!at!ons

nto a nat!onal “<ame4” (e !m)l!at!ons

ere sta<<er!n<4ere sta<<er!n<4

1 (!s !<nette also !llustrates t(e

(!s !<nette also !llustrates t(e

<ener! )oer of “<am!f!at!on”see

ener! )oer of “<am!f!at!on”see

ne7t sl!3e an3F laterF t(e ne7t set!on45

e7t sl!3e an3F laterF t(e ne7t set!on45



“,3ea Street”"K .e)artment

3ea Street”"K .e)artment

of Wor6 an3 Pens!ons 1&9 Kf Wor6 an3 Pens!ons 1&9 K

Bu3<et5+

u3<et5+

“staff )ro!3e

“staff )ro!3e

!nnoat!e !3eas an3 ote for

nnoat!e !3eas an3 ote for

t(e Best ones” “f!rst n!ne

(e Best ones” “f!rst n!ne

mont(s+ Y#% m!ll!onont(s+ Y#% m!ll!on

!n sa!n<s” “mean!n< as


!t(!n t(e <ame !tselfF not t(e


e7ternal rear3”7ternal rear3”

Soure+

oure+

(e /am !f!at!on Reolut!on+ Ho Lea3ers


Leera<e / am e >e(an!s to Crus( t(e Com )et!t!on

Leera<e / ame >e(an!s to Crus( t(e Com )et!t!on

/aBe ^!(ermann U 0osel!n L!n3er




So!al me3!a-Base3 “<am!f!at!on”of

o!al me3!a-Base3 “<am!f!at!on”of

anyt(!n<!s a )oerful 1Beyon3nyt(!n<!s a )oerful 1Beyon3

measureD5 tool4

easureD5 tool4

“, ou l3 rat(er en

oul3 rat(er en

<a<e !n a

!n a



!tter onersat!on !t( a

!tter onersat!on !t( a

s!n!n <le ustom er t(an see oure ustomer t(an see our

om

om

)an

n

y attem

attem

)t to attrat t(e

to attrat t(e

attent!on of m !ll!ons !n a

ttent!on of m !ll!ons !n a

oete3 Suoete3 Su )er :o lr :ol

ommer!al

ommer!al

4

W( y; :eause (a!n< )eo)le 3!suss your Bran3

(y; :eause (a!n< )eo)le 3!suss your Bran3

3!retly !t( youF atually onne t!n< one-to-oneF !s far more aluaB leno t to

!retly !t( youF atually onne t!n< one-to-oneF !s far more aluaBle not to

me nt!on far (ea)erD4 M

ent!on far (ea)erD4 M

“Consumers ant to 3!suss (at t(ey l !6eF t(e om )an!es t(ey su))ort F an3 t(e

onsumers ant to 3!suss (at t(ey l !6eF t(e om )an!es t(ey su))ort F an3 t(e

or<an!at!ons an3 lea3ers t(ey resent4 (ey ant a om mu n!ty4 (ey ant to Be

r<an!at!ons an3 lea3ers t(ey resent4 (ey ant a om mu n!ty4 (ey ant to Be

(ear34ear34

“ , f e en<a<e em)loyeesF ustomersF an3 )ros)et!e ustomers !n m ean!n<ful

, f e en<a< e em )loyeesF ustomersF an3 )ros)et!e ustomers !n mean!n<ful

3!alo<ue aBo ut t(e!r l!esF (allen<esF !nterestsF an3 one rnsF e a n Bu!l3 a

!alo<ue aBou t t(e!r l!esF (allen<esF !nterestsF an3 one rnsF e a n Bu!l3 a

om mu n!ty of trustF loyaltyF an3 )oss!Bly oer t !me (el) t(em Be om e

om mu n!ty of trustF loyaltyF an3 )oss!Bly oer t !me (el) t(em Be om e

a3oates an3 (am)!ons for t(e Bran34”

3oates an3 (am)!ons for t(e Bran34”

Peter AetoF CEOF

eter AetoF CEOF

an<er!ne

an<er!ne

1from t(e =oreor3 to

from t(e =oreor3 to

A Worl3 /on e So!al +

Worl3 /one So!al +

Ho Com )an!es >ust A3a)t to Sur!eo Com )an!es >ust A3a)t to Sur!e

F By e3 Co!ne U >ar6 :aBB!t5 By e3 Co!ne U >ar6 :aBB!t5



(!s e7traor3!nary omment omes

(!s e7traor3!nary omment omes

from a CEO !n Mrom a CEO !n M

f !nan!al ser !es!nan!al ser !es

4

1 an<er!ne !s a lar<eF !l3ly suessful

an<er!ne !s a lar<eF !l3ly suessful

Cana3!an Ban645

ana3!an Ban645

1W(!le )er(a)s t(!s !s an e7a<<erat!on

W(!le )er(a)s t(!s !s an e7a<<erat!on

t(e un3erly!n< )o!nt !s e7atly on t(e

(e un3erly!n< )o!nt !s e7atly on t(e

money4 Hmmmm M )er(a)s !t !s

oney4 Hmmmm M )er(a)s !t !s

NOO

an e7a<<erat!on4 (!n6 on

an e7a<<erat!on4 (!n6 on

!t45

t45



o re-re)eat M

o re-re)eat M

1Rea345

Rea345

1Re-rea345Re-rea345

1Rea3 alou345

Rea3 alou345

/o!n< “So!al”+ Loat!on"S!eo!n< “So!al”+ Loat!on"S!e

,n3e)en3ent

n3e)en3ent



“

o3ayF 3es) !te t(e fat t(at e’re

o3ayF 3es)!te t(e fat t(at e’re

ust a l!ttle

st a l!ttle

s!mm!n

!mm!n

< )ool om

ol om

)an

n

y !n *!r

!n *!r

<!n!a

n!a

F e (ae

e (ae

t(e

(e

m ost traff !6e3 s!m m !n

ost traff !6e3 s!m m!n

<

)ool eBs!te !n t(e orl3

ol eBs!te !n t(e orl3

4

=!e

!e

years a<oF !f you’3 as6e3 me an3 m y Bus!ness

ears a<oF !f you’3 as6e3 me an3 m y Bus!ness

)artners (at e 3oF t(e anser oul3 (aeartners (at e 3oF t(e anser oul3 (ae

Been s!m)leF We Bu!l3 !n-<roun3 f!Ber<lass

een s!m )leF We Bu!l3 !n-<roun3 f!Ber<lass

s!mm !n< )ools4’ No e sayF

!mm !n< )ools4’ No e sayF

We are

e are

t(e Best tea(ers(e Best tea(ers MM !n t(en t(e

orl3

orl3

M

M

on t(e suBet of f!Ber<lass

n t(e suBet of f!Ber<lass

s!mm !n< )oolsF an3 e also (a))en to Bu!l3

!mm!n< )oolsF an3 e also (a))en to Bu!l3



A small s!mm!n< )ool f!rm ta6es to so!al

small s!mm!n< )ool f!rm ta6es to so!al

me3!a !t( a en<eane an3 Beomes ae3!a !t( a en<eane an3 Beomes a

maor

aor

1orl3D5orl3D5

fore

fore

!n !ts

n !ts

mar6et s)ae4

ar6et s)ae4

Cool4

ool4

*ER?

ER?

ool4

ool4



“Amy Hoell

m y Hoell

so!al mar6eter

so!al mar6eter

e7traor3!na!reF foun3er of Hoell >ar6et!n<

7traor3!na!reF foun3er of Hoell >ar6et!n<

!<n!tes e)!3em !s4 ,n a

<n!tes e)!3em!s4 ,n a

<oo3 ayF of ourse 4

oo3 ayF of ourse 4

E)!3em!s of)!3em !s of

e7!tement4 E) !3em !s

7!tement4 E) !3em !s

of Bus!ness onnet!ons4

f Bus !ness onnet!ons4

E)!3em !s of !nfluene4”

)!3em !s of !nfluene4”

>ar6 S(aefferF

ar6 S(aefferF

RO,"Return on ,nf luene+ (e Reolut!onary


Poer of KloutF So!al Sor!n<F an3 ,nf luene > ar6et!n<

oer of KloutF So!al Sor!n<F an3 ,nf luene >ar6 et!n<



(ere !s an ent!re !n3ustry of t(ose (o

(ere !s an ent!re !n3ustry of t(ose (o

6no (o to )lay t(!s 1

no (o to )lay t(!s 1

*ER?ER?

5 (!<(

(!<(

sta6es so!al me3!a <ame4 (e Ban6 of

ta6es so!al me3!a <ame4 (e Ban6 of

e7)er!enes<oo3 an3 Ba3!s <ro!n<

7)er!enes<oo3 an3 Ba3!s <ro!n<

e7)onent!ally4

7)onent!ally4

?ou

ou

must

ust

)lay4

)lay4

On )ayro ll or offF you

n )ayroll or o ffF you

must

ust

en<a<e your on

en<a<e your on

Am y Hoell"sD

my Hoell"sD

“So!al sor!n< !s reat!n< ne

o!al sor!n< !s reat!n< ne

lasses of (aes an3 (ae notsF

lasses of (aes an3 (ae notsF



so!al me3!a el!tes an3 losersF

o!al me3!a el!tes an3 losersF

fren!e3 attem)ts to ras( t(e

ren!e3 attem)ts to ras( t(e

u))er lassF an3 3ee)en!n<

))er lassF an3 3ee)en!n<

resentments4 So!al sor!n< !s also

esentments4 So!al sor!n< !s also

t(e enter)!ee of

(e enter)!ee of

an e7traor3!nary m ar6et!n<n e7traor3!nary mar6et!n<

moement4

oement4

=or t(e f!rst t!meF

or t(e f!rst t!meF

om

om

)an!es an !t(

n!es an !t(

<ro!n

o!n

<

onf!3ene !3ent!fyF Guant!fyF an3

onf!3ene!3ent!fyF Guant!fyF an3

nurture aluaBle or3-of-mout(urture aluaBle or3-of-mout(

!nflueners (o an un!Guely 3r!e

nflueners (o an un!Guely 3r!e

3eman3 for t(e!r )ro3uts

eman3 for t(e!r )ro3uts

4”

”

>ar6 S(aefferF

ar6 S(aefferF




oer of KloutF So!al Sor!n<F an3 ,nf luene > ar6et!n<

“W(en

(en

Sam =!orella

Sam =!orella

s)o6e at onferenesF (e

s)o6e at onferenesF (e

ma3e sure eery sl!3e (a3 a teetaBle

a3e sure eery sl!3e (a3 a teetaB le



Guote’ a!me3 at t(e Klout al<or!t(m an3

uote’ a!me3 at t(e Klout al<or!t(m an3

as6e3 atten3ees to teet (!s nam e

s6e3 atten3ees to teet (!s nam e

t(rou<(out t(e )resentat!on4 He

(rou<(out t(e )resentat!on4 He

en<!neere3 (!s onl!ne en<a<em ent to

n<!neere3 (!s onl!ne en<a<em ent to

attrat t(e attent!on of (!<( Klout

ttrat t(e attent!on of (!<( Klout

!nflueners (o oul3 Ben3 (!s sore

nflueners (o oul3 Ben3 (!s sore

u)ar3 an3 f!ltere3 (!s folloers By t(e!r)ar3 an3 f!ltere3 (!s folloers By t(e!r

leel of !nfluene so t(at (e 6ne (!(

eel of !nfluene so t(at (e 6ne (!(

ontats to nurture to affet (!s sore M

ontats to nurture to affet (!s sore M

W !t(!n a fe m om entsF Sam

!t(!n a fe m om entsF Sam

(a3 3r!en (!s sore u) to

a3 3r!en (!s sore u) to

an e l!te leel of ' 4 M ”

n el!te leel of '4 M ”

>ar6

ar6

S(aefferF

(aefferF

RO,"Return on ,nf luene+ (e Reolut!onary Poer of KloutF

RO,"Return on ,nf luene+ (e Reolut!onary Poer of KloutF

So!al Sor!n<F an3 ,nf luene >ar6 et!n<

o!al Sor!n<F an3 ,nf luene > ar6et!n<

“W (en *!r<!n Am er!a o)ene3 !ts oronto

(en *!r<!n Am er!a o)ene3 !ts oronto

routeF !t as6e3 Klout to f!n3 a sm all <rou)

outeF !t as6e3 Klout to f!n3 a sm all <rou)



of !nflueners to ree!e a free fl!<(t !n

f !nflueners to ree!e a free fl!<(t !n

(o)es t(at t(ey’3 effet!ely s)rea3 t(e

o)es t(at t(ey’3 effet!ely s)rea3 t(e

or34 M A fter t(e !n!t!al

or34 M After t(e !n!t!al

#&'

&'

)art !!)ants

)art!!)ants

an3 an a33!t!onal

n3 an a33!t!onal

#

en<a<e3

n<a<e3

!nflueners (a3 Been aru e3F t(e or3-

nflueners (a3 Been arue3F t(e or3 -

of-mout( )oer 6!6e3 !n as t(ose (!<(lyf-mout( )oer 6!6e3 !n as t(ose (!<(ly

so!al !n3!!3uals <enerate3 m ore t(an

o!al !n3!!3uals <enerate3 more t(an

F%'' teets aBout t(e ne route4

F%'' teets aBout t(e ne route4

(at

(at

le3 to more t(an 4 m!ll !on

e3 to more t(an 4 m !ll !on

!m)ress!ons an3 oera<e !n to)m)ress!ons an3 oera<e !n to)

Blo<s an3 ne s outlets su( as t(e

lo<s an3 ne s outlets su( as t(e

LA !mes an3 CNN 4”

A !mes an3 CNN 4”

>ar6 S(aefferF

ar6 S(aefferF

RO,"Return

RO,"Return

on ,nf luene+ (e Reolut!onary

n ,nf luene+ (e Reolut!onary


oer of KloutF So!al Sor!n<F an3 ,nf luene > ar6et!n<



LOWOW

numBers of en<a<e3numBers of en<a<e3

!nflueners4

nflueners4

H,/H

,/H

!m)at4

!m)at4

1 y)!al of a ell-rafte3 )ro<ram45 y)!al of a ell-rafte3 )ro<ram45

“Ho 3o e (el) t(e restaurant t(at ust

o 3o e (el) t(e restaurant t(at ust



o)ene3 f!n3 t(e #' oolest )eo)le !n t(e

)ene3 f!n3 t(e #' oolest )eo)le !n t(e

ne!<(Bor(oo3 t(ey nee3 to try t(e!r foo3

e!<(Bor(oo3 t(ey nee3 to try t(e!r foo3

so t(ey an <et <oo3 or3 of m out(o t(ey an <et <oo3 or3 of mout(

<o!n<; W e an 3ef!n!tely enaBle t(at4

o!n<; We an 3ef!n!tely enaBle t(at4

Anot(er !3ea , l !6e+ W (en , sl !3e m y

not(er !3ea , l !6e+ W(en , sl !3e m y

re3 !t ar3 at any re< !sterF my

re3!t ar3 at any re <!sterF my

Klout sore s(oul3 ome u) an3lout sore s(oul3 ome u) an3

t(ey s(oul3 Be aB le to seeF WoF

(ey s(oul3 Be aBle to seeF WoF

e (ae a (ale (ereF an3 so , ’m

e (ae a (ale (ereF an3 so , ’m

<o!n< to <o aBoe an3 Beyon3 to

o!n< to <o aBoe an3 Beyon3 to

ma6e sure t(!s )erson (as a <oo3

a6e sure t(!s )erson (as a <oo3

e7)er!ene 4’ ”

7)er!ene 4’ ”

0oe =ernan3eF CEO of KloutF

0oe =ernan3eF CEO of KloutF

!n >ar6 S(aefferF

n >ar6 S(aefferF




oer of KloutF So!al Sor!n<F an3 ,nf luene >ar6 et!n<

“:efore t(e ,nternetF sear( an3

efore t(e ,nternetF sear( an3



so!al me3!aF Bran3s (a3 alays Been

o!al me3!aF Bran3s (a3 alays Been

l!6e smu< l!ttle monar(!esF

!6e smu< l!ttle monar(!esF

3!s)ens!n< )ersuas!on an3

!s)ens!n< )ersuas!on an3

amusement from t(e!r remote

musement from t(e!r remote

)alaes !t(out res!stane from a

alaes !t(out res!stane from a

)ass!e )o)u lae4ass!e )o)ulae4

NoF t(eoF t(e

mar6et

ar6et

)lae !s l!6e an

ae !s l!6e an

elet!on am

let!on am

)a!

!

<n4 A rou

4 A rou

<(-

-

an3 -tumBle elet!onn3-tum Ble elet!on

am

am

)a!

!

<n t(at neerF neer

t(at neerF neer

en3s

n3s

4”

”

:rue P(!l)F

:rue P(!l)F

Consum er Re)uBl!

onsum er Re)uBl!



A fe more<ar3en ar!etyF !ra &'#% fe more<ar3en ar!etyF !ra &'#%

e7am)les of “so!al on t(e

e7am)les of “so!al on t(e

mar(”"“so!al eery(ere4”

ar(”"“so!al eery(ere4”

1,= ?O ARE NO ON,= ?O ARE NO ON

H,S :S M ?O HA*E

H,S :S M ?O HA*E

:EEN WARNE.45

EEN WARNE.45



?ou are e !t(er

ou are e !t(er

reat!n< Bran3

reat!n< Bran3

amBassa3ors orm Bassa3ors or

Bran3 terror!sts

ran3 terror!sts

3o!n< Bran3o!n< Bran3

assass!nat!on4

ssass!nat!on4



!!



NoF t(e m ar6et)laeoF t(e m ar6et)lae

!s l !6e an elet!on

s l !6e an elet!on

am )a!<n4 A rou<(-

am )a!<n4 A rou<(-

an3-tumBle elet!on

n3-tum Ble elet!on

am )a!<n t(at neerF

am )a!<n t(at neerF

neer en3s4

eer en3s4



!!

!



##4@4&

#4@4&

?O

O!

!!



?O

O!!



?O4O4

?O4

O4

?O4

O4

“ (!s stuff” !s aBout t(e <!ants M an3

(!s stuff” !s aBout t(e <!ants M an3

t(e #-)erson aountanyF

(e #-)erson aountanyF

,t !s M

t !s M

NO OP ,ONAL4

O OP ,ONAL4



#4@4@

4@4@

“/am!f!at!on”+/am!f!at!on”+

lt!mate

lt!mate

EN/A/E>EN

N/A/E>EN

oolool

/am!f!at!on

am!f!at!on



“/am !f!at!on )resents

/am !f!at!on )resents

t(e

(e

Best tools

est tools

(uman!t

uman!t

y (as eer

(as eer

(a3

a3

to reate an3

to reate an3

susta!n en<a<em ent !n

usta!n en<a<em ent !n

)eo)le4”

eo)le4”

Soure+ /aBe ^!(ermann U 0osel!n L!n3erF

oure+ /aBe ^!(ermann U 0osel!n L!n3erF

/am !f!at!on+ Ho Lea3ers

am!f !at!on+ Ho Lea3ers

Leera<e / ame > e(an!s to Crus( t(e Com)et!t !on

eera<e / ame > e(an!s to Crus( t(e Com)et!t !on



ABsur3ly stron< lan<ua<e4 :utF fran6lyFBsur3ly stron< lan<ua<e4 :utF fran6lyF

!t or6s for me4 (at !sF , Bel!ee !n t(e

t or6s for me4 (at !sF , Bel!ee !n t(e

auray of t(!s statement Base3 on my

uray of t(!s statement Base3 on my

on aa3em! roots !n t(e Be(a!oral

n aa3em! roots !n t(e Be(a!oral

s!enes4

!enes4

,t A!n’t ABout t(e Ws an3 LsD

t A!n’t ABout t(e Ws an3 LsD

“=un from <am es ar!ses out of

un from <ames ar!ses out of



masteraster y

4 ,t ar!ses out of,t ar!ses out of

om

om

)re(ens!on

e(ens!on

4 ,t !s

,t !s

t(e

(e

at of

t of

sol!n

ol!n

< )

)

ules

les

t(at ma6es <ames fun4 ,n ot(er

(at ma6es <am es fun4 ,n ot(er

or3s F !t( <amesFor3sF !t( <am esF

learn!n

earn!n

<

!s t(e 3ru <4”

s t(e 3ru< 4”

Ra)( KosterF

Ra)( KosterF

A (eory of =un =or /ame .es!<n

(eory of =un =or /ame .es!<n

“ (e )o)ular!ty of an un!nnaBle

(e )o)u lar!ty of an un!nnaB le



<am e l!6e etr!s om )letely

am e l!6e etr!s om )letely

u)en3s t(e stereoty)e t(at)en3s t(e stereoty)e t(at

<amers a re (!<(ly om)et!t !e

amers a re (!<(ly om)et!t !e

)eo)le (o

eo)le (o

are more aBout !nn!n< t(anare more aBout !nn!n< t(an

anyt(!n< else4

nyt(!n< else4

Com )et!t!on an3 !nn!n<

Com )et!t!on an3 !nn!n<

are

re

not

ot

3ef!n!n< tra!ts of <am es nor are

3ef!n!n< tra!ts of <am es nor are

t(ey 3ef!n!n< !nterests of t(e )eo) le (o

(ey 3ef!n!n< !nterests of t(e )eo)le (o

loe to )lay t(em4 >any <am ers oul3 rat(eroe to )lay t(em4 >any <am ers oul3 rat(er

6ee) )lay!n< t(an !n4 ,n (!<(-fee3Ba6

ee) )lay!n< t(an !n4 ,n (!<(-fee3Ba6

<am esF t(e state of Be !n< !ntensely en<a<e3

am esF t(e state of Be!n< !ntensely en<a<e3

may ult!m ately Be m ore )leasuraBle t(an t(e

ay ult!m ately Be m ore )leasuraBle t(an t(e

sat!sfat!on of !nn!n<4”

at!sfat!on of !nn!n<4”

oar3s A33!t!on to Moar3s A33!t!on to M

LEARN,N/EARN,N/

“

W (en , enter a !3eo <am eF , learn somet(!n<

(en , enter a !3eo <am eF , learn som et(!n<



aBout a f!t!t!ous orl34 An3 !n t(at !3eo

Bout a f!t!t!ous orl34 An3 !n t(at !3eo

<am eF ,’m alloe3 to <o at my on )ae4 ,’mameF ,’m alloe3 to <o at my on )ae4 ,’m

onstantly assesse3assessm ent Beomes my

onstantly assesse3assessm ent Beomes my

fr!en34 , feel <oo3 (en , m aster t(e ne7t

r!en34 , feel <oo3 (en , m aster t(e ne7t

leel4 ,f you oul3 only ta6e t(at e7)er!ene of

eel4 ,f you ou l3 only ta6e t(at e7)er!ene of

a !3eo <ame Ba6 !nto stu3ent learn!n<F e

!3eo <am e Ba6 !nto stu3ent learn!n<F e

oul3 m a6e learn!n< a33!t!e4

oul3 m a6e learn!n< a33!t!e4

> y 3ee)F

y 3ee)F

3ee) 3es!re !s to f!n3 a m a< !

ee) 3es!re !s to f!n3 a m a< !

form ula for learn !n< !n t(e

orm ula for learn !n< !n t(e

onl!ne a<e t(at oul3 ma6e !t

nl !ne a<e t(at oul3 m a6e !t

as a33!t!e as )lay!n< !3eo

s a33 !t!e as )lay!n< !3eo

ames4”

SeBast!an (rumF foun3erF 3a!tyF

SeBast!an (rumF foun3erF 3a!tyF



Sooooooo far Beyon3 mere “!nn!n<” orooooooo far Beyon3 mere “!nn!n<” or

“los!n<4” Ws U Ls are )retty mu(

los!n<4” Ws U Ls are )retty mu(

Bes!3e t(e )o!nt4

es!3e t(e )o!nt4

Please re-rea3 t(ese sl!3es4 (ey are

lease re-rea3 t(ese sl!3es4 (ey are

1

*ER?

ER?

5 ontrary to onent!onal

ontrary to onent!onal

!s3om!t( enormous !m)l!at!ons4

!s3om!t( enormous !m)l!at!ons4

=or t(e W !n+ Ho /am e (!n6!n< Can

or t(e W !n+ Ho /am e (!n6!n< Can

Reolut!on!e ?our :us!ness

eolut!on!e ?our :us!ness



Ke!n WerBa( U .an Hunter

Ke!n WerBa( U .an Hunter

(e /am !f!at!on Reolut!on+ Ho Lea3ers(e / am !f!at!on Reolut!on+ Ho Lea3ers

Leera<e /am e >e(an!s to Crus( t(e

eera<e /am e > e(an!s to Crus( t(e

Com)et!t!on

om)et!t!on



Real!ty ,s :ro6en+ W(y / ames > a6e s

eal!ty ,s :ro6en+ W(y / ames >a6e s

:etter an3 Ho (ey Can C(an<e t(e Worl3

etter an3 Ho (ey Can C(an<e t(e Worl3

0ane >/on!<al

ane >/on!<al

Eery t(!n< :a3 ,s /oo3 =or ?ou+ Ho o3ay’s

eryt(!n< :a3 ,s /oo3 =or ?ou+ Ho o3ay’s

Po)ular Culture ,s Atually >a6!n< so)ular Culture ,s Atually >a6!n< s

Smarter

marter

Steen 0o(nson

Steen 0o(nson

E7tra L!es+ W(y * !3eo /am es >atter

7tra L!es+ W( y *!3eo /ames > atter

om

om

:!ssell

!ssell



All yours4 (ere are of ourse manyFll yours4 (ere are of ourse manyF

many more !t( e7ellent )e3!<rees4

any more !t( e7ellent )e3!<rees4

=?,+ , t(!n6 0ane >/on!<al’s Boo6F

?,+ , t(!n6 0ane >/on!<al’s Boo6F

Real!ty ,s :ro6eneal!ty ,s :ro6en

F !s an!s an

aess!Ble master)!ee4

ess!Ble master)!ee4

“,3ea Street”"K .e)artment

3ea Street”"K .e)artment



of Wor6 an3 Pens!ons 1&9 K

f Wor6 an3 Pens!ons 1&9 K

Bu3<et5+

u3<et5+

“staff )ro!3e

“staff )ro!3e

!nnoat!e !3eas an3 ote for

nnoat!e !3eas an3 ote for

t(e Best ones” “f!rst n!ne

(e Best ones” “f!rst n!ne

mont(s+ Y#% m!ll!onont(s+ Y#% m!ll!on





e7ternal rear3”7ternal rear3”

Soure+

oure+



Leera<e / am e >e(an!s to Crus( t(e Com )et!t!on

Leera<e / ame >e(an!s to Crus( t(e Com )et!t!on



“W (y e7atly are e om )et!n< !t( ea( ot(er to

(y e7atly are e o m )et!n< !t( ea( ot(er to



3o t(e 3!rty or6 ; We’re )lay!n< a free onl!ne <am e

o t(e 3!rty or6 ; We’re )lay!n< a free onl!ne <am e

alle3

alle3

C(ore(ore Warsars

an3 !t

a n3 !t

ust so (a))ens t(at r!33!n< our real-orl3 6!n<3om

ust so (a))e ns t(at r!33!n< our real-orl3 6!n<3om

of to!let sta!ns !s ort( m ore e7)er!ene )o!ntsF or

f to!let sta!ns !s ort ( m ore e7)er!ene )o!ntsF or

XPF t(an any ot(er (ore !n our a)artm ent4 M A m om

PF t(an any ot(er (ore !n our a)artm ent4 M A mo m

!n e7as 3esr!Bes a ty)!al C(ore Wars e7)er!ene+

n e7as 3esr!Bes a ty)!al C(ore Wars e7)er!ene+

We (ae t(ree 6!3sF a<es $F F an3 4 , sat 3on

e (ae t(ree 6!3sF a<es $F F an3 4 , sat 3on

!t( t(e 6!3sF s(oe3 t(em t(e!r (araters an3 t(e

!t( t(e 6!3sF s(oe3 t(em t(e!r (araters an3 t(e

a3enturesF an3 t(e

3enturesF an3 t(e

y l!terall

l!terall

y um)e3 u

m)e3 u

) an3 ran off

an3 ran off

to om

o om

)lete t(e!r (osen tas64 , ’e neer seen m

ete t(e!r (osen tas64 , ’e neer seen m

y -

-

year-ol3 son m a6ear-ol3 son m a6e

(!s Be34 , nearl

!s Be34 , nearl

y fa!nte3 (en m

fa!nte3 (en m

y (usBan3 leane3

(usBan3 leane3

out t(e toaster oen

ut t(e toaster oen

4’ M”

’ M”

0ane >/on!<alF

ane >/on!<alF

Real!ty ,s :ro6en+ W(y / ames > a6e s :etter

eal !ty ,s :ro6en+ W( y /am es >a6e s :etter



A ou)le of e7am)les4ou)le of e7am)les4

1?a <otta loe C(ore WarsD5

?a <otta loe C(ore WarsD5

1:utF a<a!nF reflet on t(e )oer

:utF a<a!nF reflet on t(e )oer

of t(e Bas! !3ea an3 t(ef t(e Bas! !3ea an3 t(e

uB!Gu!ty of !ts )oss!Ble

B!Gu!ty of !ts )oss!Ble

a))l!at!on45

))l!at!on45

“?ou <et a sense of t(e sale an3

ou <et a sense of t(e sale an3



!ntr!ay of t(e tas6 By ons!3er!n<

ntr!ay of t(e tas6 By ons!3er!n<

t(e soun3 effets alone+ (e <am e

(e soun3 effets alone+ (e <am e

onta!ns 8F''' )!ees of au3!o

onta!ns 8F''' )!ees of au3!o

an3 'F''' l !nes of 3!alo<ue4 (ere

n3 'F''' l !nes of 3!alo<ue4 (ere

are

re

&F''F''

3!fferent

3!fferent

no!ses for footste)s alone

o!ses for footste)s a lone

3e)en3!n< on (ose foot !se)en3!n< on (ose foot !s

ste))!n< on (at4”

te))!n< on (at4”

——Sam LeithSam Leith onon Halo 3,Halo 3, fromfrom0ane >/on!<alF

ane >/on!<alF

Real!ty ,s :ro6en+

eal!ty ,s :ro6en+

W( y /am es >a6e s :etter an3 Ho (ey Can C(an<e t(e

(y /ame s >a6e s :etter an3 Ho (ey Can C(an<e t(e



/ame 3es!<n !s not for amateurs4 W(en

ame 3es!<n !s not for amateurs4 W(en

one 3oes reate <ames !nF sayF t(ene 3oes reate <ames !nF sayF t(e

or6)lae or fouse3 on ustomer

or6)lae or fouse3 on ustomer

!nterat!onF one !s 3e fato om)et!n<

nterat!onF one !s 3e fato om)et!n<

!t( t(e Gual!ty of t(e <ames your

!t( t(e Gual!ty of t(e <ames your

em)loyees or ustomers are )lay!n< form)loyees or ustomers are )lay!n< for

t(e!r amusement4

(e!r amusement4

“=las( W( en , or6 !t( e7)er!mental 3!<!tal <a3<etsF , am

las( W (en , or6 !t( e7)er!mental 3!<!tal <a3<etsF , am

alays rem!n3e3 of (o sm all (an<es !n t(e 3eta!ls of a

lays rem!n3e3 of (o sm all (an<es !n t(e 3eta!ls of a

3!<!tal 3es!<n an (ae )rofoun3 unforeseen effets on t(e

!<!tal 3es!<n an (ae )rofoun3 unforeseen effets on t(e



e7)er!enes of t(e )eo)le ( o are )lay!n< !t( !t4 (e

7)er!enes of t(e )eo)le ( o are )lay!n< !t( !t4 (e

sl!<(test (an<e !n somet( !n< as seem !n<ly tr!!al as t(e ease

l!<(test (an<e !n somet( !n< as seem !n<ly tr!!al as t(e ease

of use of a Button an somet!mes alter Be(a!or )atterns4f use of a Button an somet!mes alter Be(a!or )atterns4

=or !nstaneF Stanfor3 n!ers!t

or !nstaneF Stanfor3 n!ers!t

y

resear(er 0erem

esear(er 0erem

y :a!l!nson (as

:a!l!nson (as

3em onstrate3 t(at (anemonstrate3 t(at (an <!nn < t(et(e

(e!

e!

<(t of one’s aatars !n

t of one ’s aatars !n

!mm ers!e !rtual real!t

mmers!e !rtual real!t

y

transform s self-esteem an3 so!al

ransform s self-esteem an3 so!al

self-

elf-

)ere

re

)t!on

!on

4

e(nolo<!es are e7tens!ons of

e(nolo<!es are e7tens!ons of

ourse lesF an3F l !6e t(e aatars !n 0eremy’s laBF our !3ent!t!es

urse lesF an3F l!6e t(e aatars !n 0erem y’s laBF our !3ent!t!es

an Be s( !fte3 By t(e Gu!r6s of <a3< ets4 ,t !s !m)oss!Ble to

an Be s(!fte3 By t(e Gu!r6s of < a3<e ts4 ,t !s !m)oss!Ble to

or6 !t( !nform at!on te(nolo<y !t(out also en<a< !n< !n

or6 !t( !nformat!on te(nolo<y !t(ou t also en<a <!n< !n

so!al en<!neer!n<4”

o!al en<!neer!n<4”

0aron Lan!erF

0aron Lan!erF

?ou Are N ot a /a3<et

ou Are Not a /a3<et



/ame"“<am!f!at!on” )oer !s no lessame"“<am!f!at!on” )oer !s no less

t(an M

(an M

S A//ER,N/

A//ER,N/

4 1An3F yesF ,

1An3F yesF ,

3o also use “sta<<er!n<” a lot !n t(!s

o also use “sta<<er!n<” a lot !n t(!s

)resentat!on4 Only Beause t(!s “(ot”

resentat!on4 Only Beause t(!s “(ot”

or3 !s mer!te345or3 !s mer!te345

E4<4F man!)ulat!n< self-esteem !a

4<4F man!)ulat!n< self-esteem !a

aatar"!on s!eatar"!on s!e

!!



##4@4

#4@4

So!al :us!ness"

o!al :us!ness"

Ne :all /ame"e :all /ame"

^>O>O

" (e

(e

S(o))!n<

(o))!n<

,s Oer :efore (e

s Oer :efore (e

S(o))!n< Starts

(o))!n< Starts

“We’re mo!n< toar3 an a<e of nearly )erfet

e’re mo!n< toar3 an a<e of nearly )erfet

!nformat!on4 Re!e s!tesF s(o))!n< a))s on

nformat!on4 Re!e s!tesF s(o))!n< a))s on

smart)(onesF an e7ten3e3 netor6 of aGua!ntanes

mart)(onesF an e7ten3e3 netor6 of aGua!ntanes



aa!laBle t(rou<( so!al me3!aF an3 un)ree3ente3

a!laBle t(rou<( so!al me3!aF an3 un)ree3ente3

aess to e7)erts mean t(at onsumers o)erate !n aess to e7)erts mean t(at onsumers o)erate !n a

ra3!ally 3!fferentF so!ally !nterat!e !nformat!on

a3!ally 3!fferentF so!ally !nterat!e !nformat!on

en!ronment4 M Consumers ten3 to ma6e Better

n!ronment4 M Consumers ten3 to ma6e Better

3e!s!ons an3 Beome less suse)t!Ble to onte7t or

e!s!ons an3 Beome less suse)t!Ble to onte7t or

fram!n< man!)ulat!ons4 =or Bus!nessesF !t means

ram!n< man!)ulat!ons4 =or Bus!nessesF !t means

mar6et!n< !s (an<!n< foreer4”ar6et!n< !s (an<!n< foreer4”

,tamar S!monson an3 Emanuel RosenF

,tamar S!monson an3 Emanuel RosenF

ABsolute

Bsolute

*alue+

alue+

W( at Really ,nfluenes Customers !n t(e

W (at Really ,nfluenes C ustomers !n t(e

A<e o f 1Nea rly5 Perfet ,nformat!on

<e of 1N early5 Perfet ,nformat!on

/oo<le+

/oo<le+

^>O

>O

1ÊRO >oment Of rut(5

ÊRO >oment Of rut(5

^>O

>O

+

ÊRO >oment Of

ÊRO >oment Of



rut("/oo<le

rut("/oo<le

“?ou 6no (at a mom ent of tru t(’ !s4 ,t’s ( en a )ros)e t!e

ou 6no (at a mom ent of tru t(’ !s4 ,t ’s ( en a )ros) et!e

ustom er 3e!3es e!t(er to ta6e t(e ne7t ste) !n t(e )ur(ase funne lF

ustom er 3e!3es e!t(er to ta6e t(e ne7t ste) !n t(e )ur(ase funne lF

or to e7!t an3 see6 ot(er o)t!ons4 M :ut (at !s a ero m oment of

r to e7!t an3 see6 ot(er o)t!ons4 M :ut (at !s a ero m oment o f

trut(’; >any B e(a!ors an sere as a ero mom ent of trut(F But (at

rut(’; >any Be(a!ors an sere as a ero mom ent of trut(F But (at

B!n3s t(em to<et(er !s t(at t(e )ur(ase !s Be!n< resear(e3 an 3

!n3s t(em to<et(e r !s t(at t(e )ur(ase !s Be!n< resear(e 3 an3

ons!3ere 3 Before t(e )ros)et een enters t(e lass! sales funnel M

ons!3ere3 B efore t(e )ros)e t een enters t(e lass! sales funnel M

,n !ts resear( F /oo<le foun3 t(at

n !ts resea r(F /oo<le foun3 t(at

9

9

of s(o))ers sa!3 t(e ne

f s(o))ers sa!3 t(e ne

me ntal mo3 elF ^> O F s(a)e s t(e!r 3e!s!ons4 M”

ental mo3elF ^>O F s(a)e s t(e!r 3e!s!ons4 M”

0ay :aerF

ay :aerF

?out!l !ty+ W(y Sm art >ar6et!n< ,s ABout H el)F Not Hy)e

out!l !ty+ W(y Smart > ar6et!n< ,s ABo ut Hel)F Not Hy)e



(e onent!onal mar6et!n< <ame !s

(e onent!onal mar6et!n< <ame !s

oerer

Before !t startsefore !t starts

4

1No 6!33!n<45

No 6!33!n<45

1

^>O>O

rules45rules45

AutoNat!on+ HE WORKS

utoNat!on+ HE WORKS!!



s!n< !ts 3!<!tal storeF

s!n< !ts 3!<!tal storeF

AutoNat!on

utoNat!on

E7

7

)ress

ess

F’

’

s(o))ers !ll Be aBle to <et

s(o))ers !ll Be aBle to <et

f!nal loan a))roals an3 seure !nstant

!nal loan a))roals an3 seure !nstant

tra3e-!n alues on t(e!r urrent ars4

ra3e-!n alues on t(e!r urrent ars4

Customers an een By)ass t(e f!nane

ustomers an een By)ass t(e f!nane

off!e alto<et(erF Buy!n< a33-ons l!6e

ff!e alto<et(erF Buy!n< a33-ons l!6e

e7ten3e3 arrant!es an3 ser!es ontrats

7ten3e3 arrant!es an3 ser!es ontrats

t(rou<( t(e eBs!te4 M

(rou<( t(e eBs!te4 M

“ (e a!mF AutoNat!on e7eut!es sayF !s to(e a!mF AutoNat!on e7eut!es sayF !s to

<et Buyers !n an3 out t(e 3oor !n less t(an

et Buyers !n an3 out t(e 3oor !n less t(an

@' m!nutes (en t(ey )!6 u) t(e!r ar u)

' m!nutes (en t(ey )!6 u) t(e!r ar u)

at t(e 3ealers(!)4”

t t(e 3ealers(!)4”

An3 t(e <oal By manye4<4F

n3 t(e <oal By manye4<4F



AutoNat!onutoNat!on

" t(e SA’s lar<estt(e SA’s lar<est

automoB!le reta!ler!s to effet!ely 3o t(e

utomoB!le reta!ler!s to effet!ely 3o t(e

(ole s(eBan< on t(e eB for om)le7

(ole s(eBan< on t(e eB for om)le7

)roesses su( as selet!n< an3 om)let!n<

roesses su( as selet!n< an3 om)let!n<

t(e en3less a3m!n tas6s asso!ate3 !t(

(e en3less a3m!n tas6s asso!ate3 !t(

Buy!n< a ar4

uy!n< a ar4



##4@48

#4@48

So!al :us!ness"o!al :us!ness"

Re-=ormatt!n<

e-=ormatt!n<

Enter)r!se"nter)r!se"

All Han3s On

ll Han3s On

.e6"No O)t!one6"No O)t!on



S:"SE

:"SE

TT S>T S>

“So!al

“So!al

:S,NESS

S,NESS

”"“So!al

"“So!al

E>PLO?EE

>PLO?EE

” TT “So!al

TT “So!al

>e3!a”

e3!a”



=ull-ourt so!al !s a lot more t(an

ull-ourt so!al !s a lot more t(an

S>"so!al me3!a4

>"so!al me3!a4

,t !s a ay of l!fe4

t !s a ay of l!fe4

,t !s a strate<y4

t !s a strate<y4

,t !s a “<ame” t(at an Be on

t !s a “<ame” t(at an Be on

or

r

lostost

4

:! &'#%+ /et ABoar3 t(e “S- ra!n”

! &'#%+ /et ABoar3 t(e “S- ra!n”



S>>

"So!al >e3!a4o!al >e3!a4

SX

X

"So!al eXeut!es4

o!al eXeut!es4

SEE

"So!al Em)loyees4

o!al Em)loyees4

SOO

"So!alo!al

Or<an!at!on4

r<an!at!on4



“So!al” !s a lot more t(an “so!al

o!al” !s a lot more t(an “so!al

me3!a4” An3 t(at !s M

e3!a4” An3 t(at !s M

/ROSSROSS

N.ERS A E>EN

N.ERS A E>EN

4

So!al Sur!al >an!festo

o!al Sur!al >an!festo

#4

4

H!3!n< !s not an o)t!on4

!3!n< !s not an o)t!on4



&4

4

=ae !tF you are outnumBere34 1“leel )lay!n< f!el3F arro<ane

ae !tF you are outnumBere34 1“leel )lay!n< f!el3F arro<ane

3en!e3”5

en!e3”5

@44 ?ou no lon<er ontrol t(e messa<e4ou no lon<er ontrol t(e messa<e4

4

4

ry at!n< l!6e M a (uman Be!n<4

ry at!n< l!6e M a (uman Be!n<4

84

4

Learn to l!stenF or else4 1“REALL? l!sten!n< to ot(ers a must”5

earn to l!stenF or else4 1“REALL? l!sten!n< to ot(ers a must”5

%4

4

A3m!t t(at you 3on’t (ae all t(e ansers4

3m!t t(at you 3on’t (ae all t(e ansers4

4

4

S)ea6 )la!nly an3 see6 to !nform4

)ea6 )la!nly an3 see6 to !nform4

4

4

Ju!t Be!n< a monol!t(4

u!t Be!n< a monol!t(4

1“?our em)loyeesF s)ea6!n<

“?our em)loyeesF s)ea6!n<

onl!ne as !n3!!3ualsF are a ru!al resoure

nl!ne as !n3!!3ualsF are a ru!al resoure

M an Be mana<e3 t(rou<( frameor6s t(at

an Be mana<e3 t(rou<( frameor6s t(at

ENCORA/E )art!!)at!on”5

NCORA/E )art!!)at!on”5

$4

4

ry Be!n< less e!l4

ry Be!n< less e!l4

#'4'4 Pay !t forar3F no4ay !t forar3F no4

1“,nternet ulture lar<ely Bu!lt“,nternet ulture lar<ely Bu!lt

on t(e )r!n!)al of t(e /!ft Eonomy M <!e

n t(e )r!n!)al of t(e /!ft Eonomy M <!e

alue aay to your onl!ne ommun!t!es”5

alue aay to your onl!ne ommun!t!es”5

om L!aasQ so!al3!sru)t!ons4om

om L!aasQ so!al3!sru)t!ons4om

## Rules for Creat!n< *alue !n t(e So!al

# Rules for Creat!n< *alue !n t(e So!al



Era

ra

#4 Connet!ons reate alue44 Connet!ons reate alue4

&4 Poer !n ommun!ty4

4 Poer !n ommun!ty4

@4 CollaBorat!on T Control4

4 CollaBorat!on T Control4

4 CeleBrate

4 CeleBrate

onlyness

nlyness

4 t(e un!Gueness of

t(e un!Gueness of

eeryery

)erson

)erson

84 Allo all talent4

4 Allo all talent4

%4 Consumers Beome o-reators4

4 Consumers Beome o-reators4

4 >!sta6es an Bu!l3 trust4

4 >!sta6es an Bu!l3 trust4

4 Learn4 nlearn4 1Re)eat45

4 Learn4 nlearn4 1Re)eat45

$4 :an6 on o)enness4

4 :an6 on o)enness4

#'4 So!al )ur)ose unleas(es oners(!)4

'4 So!al )ur)ose unleas(es oners(!)4

##4 1 (ere are no ansers45

#4 1 (ere are no ansers45



En<a<ement !ra &'#%4

n<a<ement !ra &'#%4

1No o)t!on; >ore or lessF yes45

No o)t!on; >ore or lessF yes45

Seen C(arater!st!s of t(e So!al

een C(arater!st!s of t(e So!al



Em)loyee

m)loyee

#4

4

En<a<e3

n<a<e3

&4

4

E7)ets ,nte<rat!on of t(e

7)ets ,nte<rat!on of t(e

Personal an3 Profess!onalersonal an3 Profess!onal

@4

4

:uys ,nto t(e :ran3’s Story

uys ,nto t(e :ran3’s Story

4

4

:orn CollaBorator

orn CollaBorator

84

4

L!stens

!stens

%44 Customer-Centr!ustomer-Centr!

4

4

Em)oere3 C(an<e A<ent

m)oere3 C(an<e A<ent

Soure+ C(eryl :ur<ess U >ar6 :ur<essF

oure+ C(eryl :ur<ess U >ar6 :ur<essF

(e S o!al Em)loyee

(e So !al Em)loyee



“Em)oerment” !ra &'#%4m)oerment” !ra &'#%4

(e “real 3eal4”

(e “real 3eal4”

(e “(ole en(!la3a4”

(e “(ole en(!la3a4”

=,NALL?4

,NALL?4

NO OP ,ON4O OP ,ON4

(e “so!al Bus!ness mo3el” 3eman3s

(e “so!al Bus!ness mo3el” 3eman3s

as taBle sta6es a 3e<ree of

s taBle sta6es a 3e<ree of



“em)oerment”-em)loyee en<a<ement-

em)oerment”-em)loyee en<a<ement-

em)loyee autonomy un!ma<!ne3 a santm)loyee autonomy un!ma<!ne3 a sant

f!e years a<o4

!e years a<o4

(at !sF t(e ustomer !s en<a<e3 !t(

(at !sF t(e ustomer !s en<a<e3 !t(

t(e )ro!3er all t(e t!mean3 !n eery(e )ro!3er all t(e t!mean3 !n eery

noo6 an3 ranny4

oo6 an3 ranny4

HeneF eery em)loyee !s a

eneF eery em)loyee !s a

fullBlon"fullt!me “ustomer ontat

ullBlon"fullt!me “ustomer ontat

)erson4”

erson4”

WoD

oD

>arBlesF a :all an3 So!al Em)loyees at ,:>

arBlesF a :all an3 So!al Em)loyees at ,:>

“P!ture a Bal l an3 a Ba< of marBles s!3e By s!3e4 (e to

!ture a Bal l an3 a Ba< of marBles s!3e By s!3e4 (e to



!tems m !<(t (ae t(e sam e olume t(at !sF !f you

tem s m!<(t (ae t(e same olum e t(at !sF !f you

3ro))e3 t(em !nto a Bu6etF t(ey oul3 3!s)lae t(ero))e3 t(em !nto a Bu6etF t(ey oul3 3!s)lae t(e

sam e amo unt of ater4 (e 3!ffereneF (oeerF l !es !n

am e am ount of ater4 (e 3!ffereneF (oeerF l !es !n

t(e surfae areaF

(e surfae areaF

:eause a Ba

eause a Ba

< of m arBles

of m arBles

!s om

s om

)r!se3 of seeral !n3!!3ual

!se3 of seeral !n3!!3ual

)!eesF t(e om B!ne3 surfae area ofeesF t(e om B!ne3 surfae area of

all t(e m arBles far outstr!

l l t(e m arBles far outstr!

)s t(e

t(e

surfae area of a s!n

urfae area of a s!n

<le Ball

e Ball

4

(e

(e

e7)an3e3 surfae area re)resents a so!al Bran3’s

7)an3e3 surfae area re)resents a so!al Bran3’s

!nrease3 3!ers!ty4 (es e surfaes onnet an3 !nterat

nrease3 3!ers!ty4 (ese surfaes onnet an3 !nterat

!t( ea( ot(er !n un!Gue aysF offer!n< ustomers an 3!t( ea( ot(er !n un!Gue aysF offer!n< u stomers an3

em )loyees al!6e a ar!ety of )a t(s toar3 a m yr!a3 of

m) loyees al!6e a ar!ety of )at(s toar3 a m yr!a3 of

solut!ons4 ,f none of t(e )at(s )roe to Be su!taBleF so!al

olut!ons4 ,f no ne of t(e )at(s )roe to Be su!taBleF so!al

em) loyees an ar e out ne )at(s on t(e!r on4”

m)loyees an are out ne )at(s on t(e!r on4”

Et(an

Et(an

>CartyF .!retor of Enter)r!se So!al Strate<yF ,:> 1from C(eryl :ur<ess U >ar6

CartyF .!retor of Enter)r!se So!al Strate<yF ,:> 1from C(eryl :ur<ess U >ar6

:ur<essF

ur<essF

(e S o!al Em)loyee

(e So!al Em)loyee

5



:r!ll!ant 3esr!)t!on4

r!ll!ant 3esr!)t!on4

Please rea3 arefully4

lease rea3 arefully4

,:> So!al :us!ness >ar6ers"&''8-&'#&

:> So!al :us!ness >ar6ers"&''8-&'#&



@@F''' em)loyees on ,:>

@@F''' em)loyees on ,:>

Connet!on

onnet!on

&%F''' !n3!!3ual Blo<s

&%F''' !n3!!3ual Blo<s

$#F''' ommun!t!es$#F''' ommun!t!es

%&F''' !6!s

%&F''' !6!s

8'F'''F''' ,>s"3ay

8'F'''F''' ,>s"3ay

&''F''' em)loyees on =aeBoo6

&''F''' em)loyees on =aeBoo6

&$8F ''' em)loyees"''F'''&$8F ''' em)loyees"''F'''

folloers

olloers

of t(e Bran3

f t(e Bran3

@8F''' on !tter

@8F''' on !tter



,:>:>

!s so!ally ser!ous4

!s so!ally ser!ous4



S:"SE

:"SE

TT S>T S>

“So!al

“So!al

:S,NESS

S,NESS

”"“So!al

"“So!al

E>PLO?EE

>PLO?EE

” TT “So!al

TT “So!al

>e3!a”

e3!a”

##4@4%

#4@4%

So!al :us!ness"

o!al :us!ness"



Re-=ormatt!n<e-=ormatt!n<

Enter)r!se"

nter)r!se"

(e W!l3 U Wooly(e W!l3 U Wooly

1Ne5 Worl3 of

Ne5 Worl3 of

1B!Gu!tousB!Gu!tous

Entre)reneur!al5 Wor6

ntre)reneur!al5 Wor6

“ (!s Boom F Bu!lt aroun3 systems

(!s BoomF Bu!lt aroun3 systems

(!( m at( oBs !t(

(!( mat( oBs !t(



!n3e)en3ent ontrators on t(e

n3e)en3ent ontrators on t(e

flyF mar6s a str!6!n< ne sta<e !n

lyF mar6s a str!6!n< ne sta<e !n

a 3ee)er transform at!on4

3ee)er transform at!on4

s!n< t(e

s!n< t(e

no uB!Gu!tous )latform of t(e smart)(one

o uB!Gu!tous )latform of t(e smart)(one

to 3el!er laBour ser!es !n a ar!ety of neo 3el!er laBour ser!es !n a ar!ety of ne

ays !ll (allen<e many of t(e

ays !ll (allen<e many of t(e

fun3amental assum)t!ons of tent!et(-

un3amental assum)t!ons of tent!et(-

entury a)!tal!smF from t(e nature of t(e

entury a)!tal!smF from t(e nature of t(e

f!rm to t(e struture of areers4” “ (e on

!rm to t(e struture of areers4” “ (e on

3eman3 eonomy’ !s t(e result of )a!r!n< t(e

eman3 eonomy’ !s t(e result of )a!r!n< t(e

or6fore !t( t(e smart)(one4”

or6fore !t( t(e smart)(one4”

Eonom!stF

onom!stF

“ (ere’s an A)) =or (atF” '#'@4#8

(ere’s an A)) =or (atF” '#'@4#8



/at(er!n< t(e r!<(t fol6s for t(e tas6as

at(er!n< t(e r!<(t fol6s for t(e tas6as

nee3e34ee3e34

Wor6 ] em)orary" rans!ent4

or6 ] em)orary" rans!ent4

,n eery oB ate<ory4

n eery oB ate<ory4

1 (e B!<<er !m)l!at!ons !nlu3!n< Bas!

(e B!<<er !m)l!at!ons !nlu3!n< Bas!

so!al staB!l!tynot a33resse3 (ereare

o!al staB!l!tynot a33resse3 (ereare

no less t(an sta<<er!n<45 1Sta<<er!n< ]

o less t(an sta<<er!n<45 1Sta<<er!n< ]

Sta<<er!n<45

ta<<er!n<45

on<al+

on<al+

'K !3eo ma6ersF Su)er

'K !3eo ma6ersF Su)er

:ol a3 for Col<ate-Palmol!e for

ol a3 for Col<ate-Palmol!e for



Y#K4#K4

:us!ness alent /rou)"LA+

us!ness alent /rou)"LA+

:osses on t(e fly

osses on t(e fly

A7!om+7!om+ %8' layersF Y#''>%8' layersF Y#''>

>e(an!al ur6"Amaon+

e(an!al ur6"Amaon+

Anyt(!n<D

nyt(!n<D

Resear(/ate",a3 >a3!s(+

esear(/ate",a3 >a3!s(+

8> memBersF #'K ne )er 3ay

> memBersF #'K ne )er 3ay



Ne forms of “tem)” or<an!at!ons are

e forms of “tem)” or<an!at!ons are

ar!s!n< 3a!ly4 (ey are res)onses tor!s!n< 3a!ly4 (ey are res)onses to

mat(!n< t(e nee3s of t(e mar6et to t(e

at(!n< t(e nee3s of t(e mar6et to t(e

aa!laBle or6fore4

a!laBle or6fore4

WE ARE ALL “ E>PS”;E ARE ALL “ E>PS”;

>u(amma3 ?unus+

u(amma3 ?unus+

“

All (um an

ll (um an



Be!ne!n <s areare

entre

ntre

)reneurs

eneurs

4

W (en e

(en e

ere !n t(e aes e ere all self-

ere !n t(e aes e ere all self-

em )loye3 4 4 4 f!n3!n< our foo3F fee3!n<

m)loye3 4 4 4 f!n3!n< our foo3F fee3!n<

ourseles4 (at’s (ere (um an (!story

urseles4 (at’s (ere (um an (!story

Be<an 4 4 4 As !!l !at!on am e e

e<an 4 4 4 As !!l !at!on am e e

su))resse3 !t4 We Beam e laBor Beause

u))resse3 !t4 We Beam e laBor Beause

t(ey stam )e3 usF ?ou are laBor4’(ey s tam )e3 usF ?ou are laBor4’

We for<ot t(at e a re entre)reneurs4”

e for<ot t(at e a re entre)reneurs4”

>u(amma3 ?unusF

u(amma3 ?unusF

NoBel Laureate" (e Nes Hour"P:S"##&&4&''%

oBel Laureate" (e Nes Hour"P:S"##&&4&''%

“Entre)reneur!al fla!r” !s not l!m!te3 to

ntre)reneur!al fla!r” !s not l!m!te3 to



a (an3ful of R!(ar3 :ransons an3 >ar6

(an3ful of R!(ar3 :ransons an3 >ar6

û6erBer<s4 As m!ro-len3!n< <uru an3

u6erBer<s4 As m!ro-len3!n< <uru an3

NoBel Laureate >u(amma3 ?unus tells

oBel Laureate >u(amma3 ?unus tells

usF !rtually all of us (o (ae sur!e3

sF !rtually all of us (o (ae sur!e3

t(e .ar!n!an sort!n< )roess f!n3 t(at

(e .ar!n!an sort!n< )roess f!n3 t(at

some form of entre)reneur!al Be(a!orome form of entre)reneur!al Be(a!or

omes more or less naturally4

omes more or less naturally4

(at !sF to 3eal !t( t(!s ne orl3

(at !sF to 3eal !t( t(!s ne orl3

or3er 3oes not reGu!re us to 3eelo)

r3er 3oes not reGu!re us to 3eelo)

!n<s or f!nst(ou<( !t 3oes reGu!re a!n<s or f!nst(ou<( !t 3oes reGu!re a

so!etal s(a6eu)F start!n< !t(

o!etal s(a6eu)F start!n< !t(

e3uat!on4

3uat!on4



.!st!nt or

!st!nt or

e7t!ntD7t!ntD

, all !t

all !t

“:RAN. ?O4”

:RAN. ?O4”

1“ (ey ” say , !nente3 t(e

“ (ey” say , !nente3 t(e



term F Ba6 !n aBout #$$@45

erm F Ba6 !n aBout #$$@45

(e !3ea !s t(at for t(e

(e !3ea !s t(at for t(e

sa6e of eonom! sur!al !n a 3!somBoBulate3 orl3

a6e of eonom! sur!al !n a 3!somBoBulate3 orl3

you must stan3"stan3 out for somet(!n< of

ou must stan3"stan3 out for somet(!n< of

s!<n!f!ane"alue4

!<n!f!ane"alue4

?esteryear’s “slot ou)antsF” een “rel!aBle” onesF

esteryear’s “slot ou)antsF” een “rel!aBle” onesF

!ll not sur!e eonom!ally4!ll not sur!e eonom!ally4

1,n #$$$F , )uBl!s(e3 a set of t(ree Boo6s !n (at e alle3

,n #$$$F , )uBl!s(e3 a set of t(ree Boo6s !n (at e alle3

“ (e Wor6 >atters” ser!esone of (!( as

(e Wor6 >atters” ser!esone of (!( as

(e :ran3

(e :ran3

?ou8'+ =!fty Ways to ransform ?ourself from an “Em )loyee”

ou8'+ =!fty Ways to ransform ?ourself from an “Em )loyee”

!nto a :ran3 (at S(outs .!st!nt!onF Com m!tmentF an3

nto a :ran3 (at S(outs .!st!nt!onF Com m!tmentF an3

Pass!onDass!onD

Some alle3 t(e “Bran3 you” !3ea “self-!n3ul<ent4”Some alle3 t(e “Bran3 you” !3ea “self-!n3ul<ent4”

W(!le , un3erstan3 t(e!r )o!ntt(ey <ot !t ass Ba6ar3s4

(!le , un3erstan3 t(e!r )o!ntt(ey <ot !t ass Ba6ar3s4

SuBst!tute for “self !n3ul<ent” t(e or3 M

uBst!tute for “self !n3ul<ent” t(e or3 M

SR*,*AL

R*,*AL

4 An3

An3

t(at as t(en an3 t(!s !s noan3 t(e !ssues (ae Been

(at as t(en an3 t(!s !s noan3 t(e !ssues (ae Been

!ntens!fy!n< By or3ers of ma<n!tu3e4 Our slo<an of sorts as

ntens!fy!n< By or3ers of ma<n!tu3e4 Our slo<an of sorts as

“.,S ,NC M OR EX ,NC 4”

.,S ,NC M OR EX ,NC 4”

, 3on’t t(!n6 t(at nee3s

, 3on’t t(!n6 t(at nee3s



I++ :!< .ata:!< .ata



##4

#4

1:,/5 .ata:,/5 .ata

]

1:,/5 YYY

:,/5 YYY!!



1:,/5 .ata ]:,/5 .ata ]

1:,/5:,/5

(reat(reat

;

“

Caesars’

aesars’



Enterta!nmentnterta!nment (aeae

Bet t(e!r future on

et t(e!r future on

(arest!narest!n < )ersonalrsonal

3ata rat(er t(an

ata rat(er t(an

3eeloeelo )!nn < t(et(e

fan!est

an!est

)ro

o

)ert!es

rt!es

4”

”

A3am annerF

3am annerF

W(at Stays !n *e<as+

(at Stays !n *e<as+

(e W orl3 of Personal .ataL!feBloo3 of :!<

(e W orl3 of Personal .ataL!feBloo3 of :!<

Pon3er t(!s M *ER? a refully+

on3er t(!s M *ER? a refully+

(e

(e

1aBsur3 ly- !nf!n!tely f !ne -

aBsur3ly- !nf!n!tely f !ne -



<ra !ne35 3ata aBout t(era!ne35 3ata aBout t(e

as!no’s <uests" )layers !s

as!no ’s <uests" )layers !s

ort(

ort(

TTT

t(an t(e real

t(an t(e rea l

estateD

stateD

Welome to t(e Ne Worl3 Or3er4

elome to t(e Ne Worl3 Or3er4

1Re-rea34 (en re-rerea34 (en t(!n6

Re-rea34 (en re-rerea34 (en t(!n6

HAR. U

AR. U

LON/

ON/

aBout !t45

aBout !t45

“W !t( ne form s of

!t( ne form s of



sent!mentsent!ment

analys!s’nalys!s’

!t’s no!t’s no

)oss!Ble to <uess (at moo3 one’s

oss!Ble to <uess (at moo3 one’s

!n4 Peo)le use suBstant!ally more

n4 Peo)le use suBstant!ally m ore

)os!t!e or3s (en t(ey’re u) M”os!t!e or3s (en t(ey’re u) M”

El! Par!serF

l! Par!serF

(e =!lter :uBBle+ Ho t(e Ne F Personal!e3

(e =!lter :uBBle+ Ho t(e NeF Personal!e3

WeB ,s C(an<!n< W (at We Rea3 an3 Ho We (!n6

eB ,s C(an<!n< W (at We Rea3 an3 Ho We (!n6

“Analyt!s an y!el3 l !terally (un3re3s of

nalyt!s an y!el3 l !terally (un3re3s of

m!ll !ons of 3ata )o!nts far too many for (um an

!ll !ons of 3ata )o!nts far too m any for (uman

!ntu!t!on to m a6e any sense of t(e 3ata4 So !n

ntu!t!on to ma6e any sense o f t(e 3ata4 So !n

onunt!on !t( t(e aB !l!ty to store ery B!<

onunt!on !t( t(e aB!l!ty to store ery B!<



3ata aBout onl!ne Be(a!orF resear(ers (aeata aBout onl!ne Be(a!orF resear(ers (ae

3eelo)e3 stron< tools for 3ata m !n!n<F

eelo)e3 stron< too ls for 3ata m!n!n<F

stat!st!ally ealuat!n< orre lat!ons Bet een

tat!st!ally ealuat!n< orrelat!ons Beteen

many ty)es an3 soures

any ty)es an3 soures

of 3ata to e7)ose (!33en )attern s an3

f 3ata to e7)ose (!33en )atterns an3

onnet!ons4

onnet!ons4

(e )atterns

(e )atterns

)re3!t (um an Be(a!or

re3!t (um an Be(a!or

an3 een (!33en (um ann3 een (!33en (um an

mot!at!ons4”

ot!at!ons4”

,lla( Rea NourBa6(s(F

,lla( Rea NourBa6(s(F

Professor of RoBot!sF Carne<!e >ellonF

rofessor of RoBot!sF Carne<!e >ellonF

RoBot =utures

oBot =utures



“Stuff” l!6e t(!s

tuff” l!6e t(!s

X#'''

#'''

!s at t(e

!s at t(e

enter)!ee of t(e l!6es of t(e Caesars’

enter)!ee of t(e l!6es of t(e Caesars’

“3ata-entr!” strate<y4

3ata-entr!” strate<y4

Persa3oersa3o

1s4 o)yr!ter5+ emot!on or3sF

s4 o)yr!ter5+ emot!on or3sF

)ro3ut (arater!st!sF “all to at!onF” )os!t!on of

ro3ut (arater!st!sF “all to at!onF” )os!t!on of

te7tF !ma<es

e7tF !ma<es



) o Y&8' o S)en3 On

) o Y&8' o S)en3 On

All S(!)s ,n Allll S(!)s ,n All

.est!nat!ons4 & .ays Left

est!nat!ons4 & .ays Left

1#4@95

#4@95

s4

s4

No 6!33!n<D ?ou Jual!fy to

o 6!33!n<D ?ou Jual!fy to

E7)er!ene An ,nre3!Ble

7)er!ene An ,nre3!Ble

*aat!on W!t( s +-5

aat!on W!t( s +-5

14#5

4#5

“A reat!e )erson !s <oo3 Bu t ran3om 4 We’e ta6en

A reat!e )erson !s <oo 3 But ran3om 4 We’e ta6en

t(e ran3om ness out By Bu!l3!n< an ontolo<y of

(e ran3om ness out By Bu!l3!n< an ontolo<y of

lan<ua<e”

an<ua<e”

Larene W(!ttleF (ea3 of sales

arene W(!ttleF (ea3 of sales

Soure+ Wall Street 0ournal"

oure+ Wa ll Street 0ourna l"

'&84#" “,t’s =!nally !me to a6e A, Ser!ously”

&84#" “,t’s =!nally !me to a6e A, Ser!ously”

An al<or!t(m r!tes a more effet!e a3

n al<or!t(m r!tes a more effet!e a3



t(an a (uman )rofess!onal o)yr!ter

(an a (uman )rofess!onal o)yr!ter

<!en t(e ast (or3e of

!en t(e ast (or3e of

1:,/5

:,/5

3ata on )r!or reat!ons to ar!ous

ata on )r!or reat!ons to ar!ous

or3sF sent!mentsF et4

or3sF sent!mentsF et4

1Please re-rea345

Please re-rea345

“.ata-Poere3 S!7t( Sense”

ata-Poere3 S!7t( Sense”

1.PSS ] “Ra3!al !ns!<(ts !nto (at ma6es t(e!r )eo)le or6”5

.PSS ] “Ra3!al !ns!<(ts !nto (at ma6es t(e!r )eo)le or6”5



“A .eo3e3 Com )any !t( t(e r !<(t

.eo3e3 Com)any !t( t(e r !<(t

systems !n )lae an ollet all of t(e

ystems !n )lae an ollet all of t(e

reGu !re3 3ata to )ro!3e or<an!at!onal

eGu !re3 3ata to )ro!3e or<an!at!onal

)ro)r!oe)t!on to your )eo)le

ro)r!oe)t!on to your )eo)le

“3!<!tal Bo3y

“3!<!tal Bo3y

lan<ua<e”an<ua<e”

F <!!n< t(em t(at Ba6<roun3<!!n< t(em t(at Ba6<roun3

sense of (at ne!<(Bour!n<

ense of (at ne!<(Bour!n<

3e)artments an3 teams are 3o!n<F as

e)artments an3 teams are 3o!n<F as

ell as t(at of t(e efforts of t(e!r team

ell as t(at of t(e efforts of t(e!r team

memBers4 We t(!n6 of t(!s asemBers4 We t(!n6 of t(!s as

el!m!nat!n< Bl!n3 s)ots4”

l!m !nat!n< Bl!n3 s)ots4”

Leerom Se<alF Aaron /ol3ste!nF 0ay /ol3man an3 Ra(af Harfous(F

eerom Se<alF Aaron /ol3ste!nF 0ay /ol3man an3 Ra(af Harfous(F

(e

(e

.eo3e3 Com) any+ Kno ?our alent :etter (an ?ou Kno ?our Customers

eo3e3 Com) any+ Kno ?our alent :etter (an ?ou Kno ?our Customers

A))l!e3 to “or<an!at!onal

))l!e3 to “or<an!at!onal

ffet!eness4”



effet!eness4”

>a7!m!e3 )ro3ut!!ty Ma7!m!e3 )ro3ut!!ty M

HRO/H O AL

HRO/H O AL

,N RS,*ENESS

N RS,*ENESS

4

1, a3m!t !t sares t(e (ell out of me45

, a3m!t !t sares t(e (ell out of me45

1An3 , 3on’t t(!n6 t(at’s ust an “ol3

An3 , 3on’t t(!n6 t(at’s ust an “ol3

<uy” tal6!n<D5

uy” tal6!n<D5

“=las( forar3 to 3ysto)!a4 ?ou or6 !n a (!

las( forar3 to 3ysto)!a4 ?ou or6 !n a (!

uB!leF su6!n< (!6en-flaor sustenane

uB!leF su6!n< (!6en-flaor sustenane

from

rom



a tuBe4 ?ou’re fur!ously maneuer!n< !t( atuBe4 ?ou’re fur!ously maneuer!n< !t( a

oyst!6 M ?our Boss sto)s By an3 <!es you a

oyst!6 M ?our Boss sto)s By an3 <!es you a

loo64

oo64

We nee3 to tal6 aBout your loyalty to t(!s

We nee3 to tal6 aBout your loyalty to t(!s

om)any4’

om)any4’

(e or<an!at!on you

or6 for (as 3e3ue3 t(at you

are ons!3er!n< Gu !tt!n<4 ,t

)re3!ts your )lans an3

!ntent!ons F )oss!Bly Before you

(ae een one!e3 t(em 4”

Er!

Er!

S!e<elF

!e<elF

Pre3!t!e Analyt!s+

Pre3!t!e Analyt!s+

(e Poer to Pre 3!t W (o W !ll Cl!6F :uyF L!eF or .!e

(e Poer to Pre 3!t W (o W !ll Cl!6F :uyF L!eF or .!e

1Base3 on a real aseF an

Base3 on a real aseF an

HP “=l!<(t r!s6” PA mo3el 3eelo)e3 By HRF !t( astronom!al sa!n<s )otent!al5

P “=l!<(t r!s6” PA mo3el 3eelo)e3 By HRF !t( astronom!al sa!n<s )otent!al5

Al<or!t(m! !nas!on 1“!nas!on” !s t(e

l<or!t(m! !nas!on 1“!nas!on” !s t(e

orret or3 !n my o)!n!on5 of HR !s

orret or3 !n my o)!n!on5 of HR !s



un3eray4n3eray4

?e <a3sD

e <a3sD

“Affet!e om)ut!n<”

ffet!e om)ut!n<”



“Emot!on tra6!n<”mot!on tra6!n<”

“Affet!e sensors”

ffet!e sensors”

“Sent!ment analys!s”

ent!ment analys!s”

“Emot!on Sense formot!on Sense for

An3ro!3”

n3ro!3”

“.ata-)oere3 s!7t(

ata-)oere3 s!7t(

sense4”

ense4”

Et4

t4

“Sent!ment analys!s” an3 t(e l!6e )oers

ent!ment analys!s” an3 t(e l!6e )oers

t(e Caesars reolut!on4

(e Caesars reolut!on4

An3 3amn near eeryt(!n< else4

n3 3amn near eeryt(!n< else4



,4e4F t(e Bas!s of (o to mana<e your4e4F t(e Bas!s of (o to mana<e your

enter)r!se4

nter)r!se4

WHEW4

HEW4

)s!3es4 1*alue a33e3F Better or<an!at!on

)s!3es4 1*alue a33e3F Better or<an!at!on

)erformane45

erformane45

.ons!3es4 1?oF :!< :rot(er45

ons!3es4 1?oF :!< :rot(er45

“, Be l!ee t(!s !s

Bel!ee t(!s !s



t(e Guest for (at(e Guest for (at

a )ersonal

)ersonal

om )uter really !s4om )uter really !s4 ,tt

!s

s

to ao a )ture one’sure one’s

ent!re l!fe

nt!re l!fe

4”

”

/or3on :ell

/or3on :ell



!!



“ (e(e

Juant!f!e3uant!f!e3

Self”elf”

Welome to t(e A<e of t(e “Juant!f!e3 Self”

elome to t(e A<e of t(e “Juant!f!e3 Self”

“, ’e reor3e3 a lmost eery or6out

’e reor3e3 a lmost eery or6out

’e 3one s!ne a<e #4 ,’e (a3 m ore



, ’e 3one s!ne a<e #4 , ’e (a3 m ore

t(an #F''' Bloo3 tests )erform e3 s!ne

(an #F''' Bloo3 tests )erforme3 s!ne

&''F tra6!n< eeryt(!n< from

''F tra6!n< eeryt(!n< from

om )lete l!)!3 )ane lsF !nsul!nF an3

om)lete l!)!3 )ane lsF !nsu l!nF an3

(aem o<loB!n A#F to ,/=-# an3 freeaem o<loB!n A#F to ,/=-# an3 free

testosterone4 0ust as some )eo)le

estosterone4 0ust as some )eo)le

(ae aant-<ar3e furn!ture or artor6F

ae aant-<ar3e furn!ture or art or6F

, (ae )ulse o7!metersF ultrasoun3

(ae )ulse o7!metersF ultrasoun3

ma(!nesF an3 me3!al 3e!es fora(!nesF an3 m e3!al 3e!es for

measur!n< eery t(!n< from <alan!

easur!n< eery t(!n< from <alan!

s6!n res)onse to RE> slee)4”

6!n res)onse to RE> slee)4”

!m =err!ssF

!m =err!ssF

(e -Hour :o3y

(e -Hour :o3y

1from t(e

1from t(e

.eo3e3 Com)any

eo3e3 Com)any

5

(e l!6es of t(!s !s <o!n< ma!nstream4

(e l!6es of t(!s !s <o!n< ma!nstream4

E4<4F t(ere !s a s!eaBle “Juant!f!e3 self

4<4F t(ere !s a s!eaBle “Juant!f!e3 self



moement4”

oement4”

Welome to t(e A<e “Au<mente3 >emory”

elome to t(e A<e “Au<mente3 >emory”

“?ou an run tests on your ema!ls for t(e last

ou an run tests on your ema!ls for t(e last

year for 6eystro6e 3ata 1(o (ar3 you (!t t(e

ear for 6eystro6e 3ata 1(o (ar3 you (!t t(e



6eysF ser!n< as a )ro7y for an<er"stress5 an3eysF ser!n< as a )ro7y for an<er"stress5 an3

see (at t!mes of t(e 3ay or ee6 you ten3

ee (at t!mes of t(e 3ay or ee6 you ten3

to Be emot!onal an3 (o t(at effets )eo)le’s

o Be emot!onal an3 (o t(at effets )eo)le’s

res)onses to your messa<es4

es)onses to your messa<es4

“?ou an ross-referene your /PS 3ata !t(ou an ross-referene your /PS 3ata !t(

your ema!ls M4

our ema!ls M4

us!n< sent!ment analys!s

s!n< sent!ment analys!s

1te(nolo<y t(at !3ent!f!es erta!n or3s t(at

te(nolo<y t(at !3ent!f!es erta!n or3s t(at

!nfer )os!t!eF ne<at!e or neutral lan<ua<e

nfer )os!t!eF ne<at!e or neutral lan<ua<e

)atterns5 to !3ent!fy t(e )laes (ere you areatterns5 to !3ent!fy t(e )laes (ere you are

most )ro3ut!e4”

ost )ro3ut!e4”

Et4

t4

Soure+ 0o(n HaensF

oure+ 0o(n HaensF

Ha6!n< Ha))!ness

a6!n< Ha))!ness



A==EC ,*E CO>P ,N/

==EC ,*E CO>P ,N/

U

U

t(e

(e

JAN ,=,E.-SEL=-A -

AN ,=,E.-SEL=-A -

WORK

ORK

D;

;

“>!(ael *assar"

>!(ael *assar"

>eta>e3

eta>e3

foun3er !s reat!n< a Better

foun3er !s reat!n< a Better

!nformat!on system an3 ne lass of )eo)le to mana<e !t4

nformat!on system an3 ne lass of )eo)le to mana<e !t4

Almost all (ealt(are

lmost all (ealt(are

)eo

o

)le

e

<et

t



!ss <o!n!n < to Be 3oneto Be 3one (oo )efullfully

By al

al

<or!t(ms !t(!n a 3ea3e or

r!t(ms !t(!n a 3ea3e or

to

o

4

We use3 to rely on 3otors to Be e7)ertsF an3 e’e

We use3 to rely on 3otors to Be e7)ertsF an3 e’e

ro3e3 t(em !nto Be!n< somet(!n< l!6e fatory or6ersF

ro3e3 t(em !nto Be!n< somet(!n< l!6e fatory or6ersF

(ere t(e!r oB !s to see one )at!ent eery to ## m!nutes an3(ere t(e!r oB !s to see one )at!ent eery to ## m!nutes an3

!m)lement a By-t(e-Boo6 solut!on4

m)lement a By-t(e-Boo6 solut!on4

,’m tal6!n< aBout

’m tal6!n< aBout

reat!n< a ne e7)ert )rofess!on’me3!al

reat!n< a ne e7)ert )rofess!on’me3!al

GuantsF almost l!6e (e3<efun3 mana<ersF (o

uantsF almost l!6e (e3<efun3 mana<ersF (o

oul3 3o t(e (!<(-leel analyt!al or6 of

oul3 3o t(e (!<(-leel analyt!al or6 of

3!ret!n< all t(e !nformat!on t(at flos !nto t(e

!ret!n< all t(e !nformat!on t(at flos !nto t(e

orl3’s (ar3 3r!es4

orl3’s (ar3 3r!es4

.otors oul3 no Be a!3e3 By

.otors oul3 no Be a!3e3 By

*assar’s ne !nformat!on e7)erts (o oul3 Be a!3e3 By

assar’s ne !nformat!on e7)erts (o oul3 Be a!3e3 By

a3ane3 art!f!!al !ntell!<ene4”

3ane3 art!f!!al !ntell!<ene4”

Ne ?or6

e ?or6

"'%&4#@

"'%&4#@



:!< .ata

!< .ata

TTTTT

.os4

.os4

1>ore t(an s)eulat!on45

>ore t(an s)eulat!on45



I8+

8+

.es!<n

.es!<n



##484##484#

.ES,/NES,/N

!!

As e a<<ress!e )ursue 3!st!nt!on !n a (y)er-ro3e3

s e a<<ress!e )ursue 3!st!nt!on !n a (y)er-ro3e3

turne3-u)s!3e-3on mar6et)laeF t(ere !s no Better

urne3-u)s!3e-3on mar6et)laeF t(ere !s no Better

3!fferent!ator t(an M .ES,/N4

!fferent!ator t(an M .ES,/N4



1

PER,O.

ER,O.

45

5

:ut (at !s “3es!<n”;

ut (at !s “3es!<n”;

As you !ll see !n (at

s you !ll see !n (at

follosF !t ’s not so m u( “3es!<n!n< stuff”

ollosF !t ’s not so mu( “3es!<n!n< stuff”

as !t !s a )eras !e “3es!<n m!n3e3ness”

s !t !s a )er as!e “3es!<n m!n3e3ness”

t(at affetsF e llF eery t(!n<4 E4<4F at A))leF

(at affetsF e llF eery t(!n<4 E4<4F at A)) leF

3es!<n !m)l!es “a (u<e 3e< ree of are4”

es!<n !m)l!es “a (u<e 3e<ree of are4”

:ut f!rst M

ut f!rst M



##484&#484&

#' Au<ust &'##' Au<ust &'##

!!

.es!<n

es!<n

RLES

LES!!



APPLEPPLE

mar6et a)mar6et a)

T E77on >oB!l

E77on >oB!l

#' Au<ust &'##

' Au<ust &'##

1'#'4#8+ Y':F &X I&5

1'#'4#8+ Y':F &X I&5

W(en A))le’s mar6et a) s(ot )ast

(en A))le’s mar6et a) s(ot )ast



E77on >oB!l’s on #' Au<ust &'##F77on >oB!l’s on #' Au<ust &'##F

t(ere as no lon<er any !ssue aBout

(ere as no lon<er any !ssue aBout

M

“.ES,/N

ES,/N

POWER

OWER

4”

”

No only

No only

!3!ots !ll !<nore !t!n enter)r!ses of

3!ots !ll !<nore !t!n enter)r!ses of

any an3 eery s!e an3 flaor4

ny an3 eery s!e an3 flaor4

1As , r!te t(!sF A))le’s mar6et a)!tal!at!on !s more

As , r!te t(!sF A))le’s mar6et a)!tal!at!on !s more

t(an t!e as <reat as t(e orl3’s I&45

(an t!e as <reat as t(e orl3’s I&45

##484@

#484@

A H/E

A H/E



.E/REE O=E/REE O=

CARE"

ARE"

.ES,/NERS AREES,/NERS ARE

PEOPLE WHO

EOPLE WHO

H,NK W, HH,NK W, H

HE,R HEAR S

HE,R HEAR S



A))le 3es!<n+))le 3es!<n+

“Hu<eHu<e

3e<ree ofe<ree of

areare 4””

,an Par6erF

an Par6erF

Ne ?or6er

e ?or6er

F &@ >ar( &'#8F

&@ >ar( &'#8F

on A))le 3es!<n (!ef 0ony ,es

n A))le 3es!<n (!ef 0ony ,es

, am so ta6en By t(!s or3 M

am so ta6en By t(!s or3 M

CARE

ARE

4

.es!<n-as-ar!n<4

es!<n-as-ar!n<4



: M my :!< Po!nt !s t(at t(!s !s not M my :!< Po!nt !s t(at t(!s !s not

1or s(oul3 not Be5 an “A))le 1:>W5

or s(oul3 not Be5 an “A))le 1:>W5

t(!n<4”

(!n<4”

,t s(oul3 a))ly an3 CAN a))ly

t s(oul3 a))lyan3 C AN a))ly

to t(e freelaner (o !s estaB l!s(!n<

o t(e freelaner (o !s estaBl!s(!n<

(er #-)erson tra!n!n< or aount!n<er #-)erson tra!n!n< or aount!n<

o)erat!on4

)erat!on4

.es!<n a))l!es M

es!<n a))l!es M

EJALL?

JALL?

M to M

M to M

E*ER?*ER?

M )ro3ut or ser!eM )ro3ut or ser!e

orr

)erson4

erson4

1.amn !t45

.amn !t45

“ y)!a llyF 3es!<n !s a

y)!a llyF 3es!<n !s a



ert!al str!)e !n t(e (a!nert !al str!)e !n t(e (a!n

of eents !n a )ro3ut’s

f eents !n a )ro3ut’s

3el!ery4

el!ery4

At A))leF !t’s a

At A))leF !t’s a

lon<F (or!ontal str!)eFon<F (or!ontal str!)e F

(ere

(ere

3es!

es!

<n !s

!s

)art

rt

of eerf eer y

onersat!on

onersat!on

4”

”

.es!<n at A))le )ermeates eery noo6 an3

es!<n at A))le )ermeates eery noo6 an3

ranny4 W(!le t(e aera<e f!rm !s not an3

ranny4 W(!le t(e aera<e f!rm !s not an3

annot Be A))leF t(ere !s mu( to learn aBout

annot Be A))leF t(ere !s mu( to learn aBout



t(e alue of )eras!e “3es!<n m!n3e3ness4”(e alue of )eras!e “3es!<n m!n3e3ness4”

An3F for startersF “

n3F for startersF “

3es!

es!

<n on eer

on eer

y

a<en3a

n3a

F” mu( t(e ay s(e3ule

” mu( t(e ay s(e3ule

U f!nane or3!nar!ly !sF m!<(t ellf!nane or3 !nar!ly !sF m !<(t ell

a))ly to your an3 your

))ly to your an3 your

or<an!at!on’s affa!rs from

r<an!at!on’s affa!rsfrom

s(ool to onsultany to 3ress

(ool to onsultany to 3ress

s(o)4(o)4

W(y not;

(y not;

Cons!3er !t4

ons!3er !t4

“

We 3on’t (ae a <oo3 lan<ua<e to tal6

e 3on’t (ae a <oo3 lan<ua<e to tal6

aBout t(!s 6!n3 of t(!n<4 ,n most

Bout t(!s 6!n3 of t(!n<4 ,n most

)eo)le’s oaBular!esF 3es!<n means

eo)le’s oaBular!esF 3es!<n means



eneer4 M :ut to m eF not(!n< ou l3 Beeneer4 M :ut to m eF not(!n< ou l3 Be

furt(er from t(e mean!n< of 3es!<n4

urt(er from t(e mean!n< of 3es!<n4

.ES,/N

ES,/N

,S HE

,S HE

=N.A>EN AL

N.A>EN AL

SOL

OL

O= A >AN-

O= A >AN-

>A.E CREA ,ON 4”

A.E CREA ,ON4”

Stee 0oBs

Stee 0oBs

CAR,N/4

AR,N/4

.!tto4

!tto4





“Stee an3 0onytee an3 0ony

oul3 3 !suss

oul3 3 !suss

orners fororners for

(ours an3

ours an3

(ours4”

ours4”

Laurene Poell 0oBs

aurene Poell 0oBs

CAR,N/4

AR,N/4

.!tto4

!tto4



“ ,n some ayF By

n som e ayF By

ar!n

ar!n

<F

F

e are atually ser !n<

e are atually ser !n<



(um an!ty4 Peo)le m !<(t

um an!ty4 Peo)le m !<(t

t(!n6 !t’s a stu)!3 Bel!efF

(!n6 !t ’s a stu)!3 Be l!efF

But !t ’s a <oalut !t ’s a <oa l !t’s at’s a

ontr!But!on t(at e

ontr!But!on t(at e

(oo )e e an m a6eF !ne an m a6eF !n

some sm all a

ome small a

yF to

to

ulture

ulture

4”

”

CAR,N/4

AR,N/4

.!tto4

!tto4



A))l!aB!l!ty;

))l!aB!l!ty;

N,*ERSAL4

N,*ERSAL4

“.es!<ners are )eo)lees!<ners are )eo)le

(o t(!n6 !t( t(e!r

(o t(!n6 !t( t(e!r

(earts4”

earts4”



0amesF a<e #'

0amesF a<e #'

“, oul3 l !6e to Be a 3es!<ner Beause you

, oul3 l !6e to Be a 3es!<ner Beause you

oul3 m a6e t(!n<s t(at oul3 (e l) )eo)le4”

oul3 m a6e t(!n<s t(at oul3 (e l) )eo)le4”

0a3eF a<e #'

a3eF a<e #'

“,f t(ere as no 3es!<nF t(ere oul3 Be

,f t(ere as no 3es!<nF t(ere oul3 Be

not(!n< to 3oF an3 not(!n< ou l3 )ro<ress or

ot(!n< to 3oF an3 not(!n< oul3 )ro<ress or

<et Better4 (e orl3 oul3 fall a)art4”

et Better4 (e or l3 oul3 fall a)art4”

AnnaF

AnnaF

a<e ##

<e ##

“>y faour!te 3es!<n !s t(e N !6e t!6’

>y faour!te 3es !<n !s t(e N !6e t!6’

Beause

eause

!t ma6es m e feel onf!3enteen t(ou<( , am

t ma6es me feel onf!3enteen t(ou<( , am

=rom t(e Boo6

rom t(e Boo6

,ns!<(ts

ns!<(ts

F )ro3ue3 By 1n!te3

)ro3ue3 By 1n!te3

K!n<3om’s5 .es!<n Coun!la Bo3y (ar<e3

!n<3om’s5 .es!<n Coun!la Bo3y (ar<e3



!t( !mBu!n< aross t(e K!t( !mBu!n< aross t(e K

3es!<nm!n3e3ness !n enter)r!ses of eery

es!<nm!n3e3ness !n enter)r!ses of eery

s(a)e an3 s!e4

(a)e an3 s!e4

1#5 ,

#5 ,

loeoe

t(!s4

t(!s4

1&5 Rea3 !t4 Re-rea3 !t4

&5 Rea3 !t4 Re-rea3 !t4

1@5@5

A))ly !t to your ne7t ema!l))ly !t to your ne7t ema!l

,’m not !n t(e least B!t 6!33!n<

’m not !n t(e least B!t 6!33!n<!!



“?ouou 6nono a

3es!<n

es!<n

!s

s

<oo3

oo3

(en(en youou antant

to

o

l!6

!6

!t

t

4”

”

Stee 0oBs

Stee 0oBs

Soure+

oure+

.es !<n+ ,ntell!<ene > a3e *!s!Ble

es!<n+ ,ntell !<ene > a3e * !s!Ble

F

Ste)(en :ayley U erene Conran

te)(en :ayley U erene Conran

#''9 Stee4

''9 Stee4

1, 6ne (!m a B!t45

, 6ne (!m a B!t45



“.es!<n !s

es!<n !s



treate3 l!6e

reate3 l!6e

a rel! rel!<!onon

atat

:>W4”

>W4”

=ortune

=ortune

W(en !t omes to 3es!<nF

(en !t omes to 3es!<nF



:>W>W

!s lose 6!n to A))le4

s lose 6!n to A))le4

Ann Lan3ers as mana<ement U 3es!<n

nn Lan3ers as mana<ement U 3es!<n

<uru"t(ree r!ter!a for )ro3utsF

uru"t(ree r!ter!a for )ro3utsF

)roetsF a ommun!at!onF et4+

roetsF a ommun!at!onF et4+



/oo34

oo34

rue4rue4

Hel)ful4el)ful4

Anot(er useful"!ns)!r!n< set of r!ter!a4

not(er useful"!ns)!r!n< set of r!ter!a4



A<a!n+ =or M<a!n+ =or M

E-*-E-R-?- -H-,-N-/

-*-E-R-?- -H-,-N-/

4

“E7

7

)ose

se

yourself to

urse lf to



t(e Best t(!n

(e Best t(!n

<s (um ans

(umans

(ae 3one an3 t(en

ae 3one an3 t(en

trr y to Br!nto Br!n < t(oset(ose

t(!n

(!n

<s !nto (at

!nto (at

you

u

are 3o!nre 3o!n <4”4”

Stee 0oBs

Stee 0oBs

A )rofoun3 (allen<ean3 !t <oes a lon<

)rofoun3 (allen<ean3 !t <oes a lon<

ay to e7)la!n!n< A))le’s e7ellene4

ay to e7)la!n!n< A))le’s e7ellene4



“Hu<e 3e<ree of ar!n<”Hu<e 3e< ree of ar!n<”

an3 e7)osure toan3 e7)osure to

“t(e Best t(!n<s (um ans (ae 3one4”

t(e Best t(!n<s (um ans (ae 3one4”

W(y

W(y

s(oul3n’t t(!s stan3ar3 a))ly to eeryt(!n<

(oul3n’t t(!s stan3ar3 a))ly to eeryt(!n<

t(at eery one of us 3oes;

(at eery one of us 3oes;

Let’s all !t M “.es!<n m!n3e3ness4”

et’s all !t M “.es!<n m!n3e3ness4”

Let’s all !t M EXCELLENCE4

et’s all !t M EXCELLENCE4

1An3 rememBer my /ol3en Rule from

An3 rememBer my /ol3en Rule from

C(a)ter WO+

(a)ter WO+

“E7ellene !s not an

E7ellene !s not an

as)!rat!on4’ E7ellene !s M HE NEXas)!rat!on4’ E7ellene !s M HE NEX

=,*E >,N ES4

,*E >,N ES4

Or NO 45

Or NO 45



##484

#484

Ser!esFer!esF

too

oo!!

“W !t( !ts arefully one!e3 m!7 of olors an3 te7turesF

!t( !ts arefully one!e3 m!7 of olors an3 te7turesF

aromas an3 m us!F

romas an3 mus!F

S AR:CKS

AR:CKS

!s more !n3!at!e

s mo re !n3!at!e



of our era t(an t(e !> a4 ,t !s to t(ef ou r era t(an t(e !>a 4 ,t !s to t(e

A<e

of

f

Aest(et!s

est(et!s

( at >.onal3’s as to t(e

(at >.o nal3’s as to t(e

A<e of

f

C onen!ene

onen!ene

or =or3 as

or =or3 as

to t(e A<e of > ass Pro3ut!ont(e tou(stone suess

o t(e A<e of > ass Pro3ut!ont(e tou(stone suess

storyF t(e e7em) lar of M t(e a est(et! !m)erat!e4 M

toryF t(e e7em) lar of M t(e aest(e t! !m) erat!e4 M

Eery

Eery

StarBu6s store !s arefully 3es!<ne3 to

tarBu6s store !s arefully 3es!<ne3 to

en(ane t(e Gual!ty of eery t(!n< t(e

n(ane t(e Gual!ty of eery t(!n< t(e

ustom ers seeF tou(F (earF sm ell or tasteF’

ustom ers seeF tou(F (earF sm ell or tasteF’

r!tes CEO Hoar3 S(ult4”

r !tes CEO Hoar3 S(ult4”

*!r<!n!a PostrelF

*!r<!n!a PostrelF

(e SuBstane of Style+ Ho t(e R!se of Aest(et!

(e SuBstane of Style+ Ho t(e R!se of Aest(et!

*alue ,s Rema6!n< Com mereF Culture an3 Cons!ousness

alue ,s Rema6!n< Com mereF Culture an3 Cons!ousness



1#5 An3 !n t(e#5 An3 !n t(e

SER*,CES

ER*,CES

setor M

setor M

S AR:CKS ] .ES,/N

AR:CKS ] .ES,/N

1&5

&5

A/E O=

A/E O=

AES HE ,CS4ES HE ,CS4



##4848

#4848

C

.

O



C

.

O

C(!ef

C(!ef

.

es!<n

s!<n

Off!er

Off!er





“ “ .es!<n !s.es!<n !s eer eer y y t(!n t(!n <4<4

“ “ Eeryt(!n< !sEeryt(!n< !s 3es! 3es! < < n n 44“ “ We areWe are all all 3es!<ners4’ 3es!<ners4’

T(e Poer of .es!<n+T(e Poer of .es!<n+

A =ore for Transform!n< Eeryt(!n< A =ore for Transform!n< Eeryt(!n<

.es!<n !s M

es!<n !s M



(e ree)t!on area(e ree)t!on area

(e looDD

(e looDD

.!alo<ues at t(e all enter

!alo<ues at t(e all enter

Eery

ery

eletron! 1or )a)er5 form

eletron! 1or )a)er5 form

Eery

ery

Bus!ness )roess “ma)”

Bus!ness )roess “ma)”

Eeryery

ema!lema!l

Eery

ery

meet!n< a<en3a"sett!n<"et4

meet!n< a<en3a"sett!n<"et4

Eery

ery

sGuare meter of eery fa!l!ty

sGuare meter of eery fa!l!ty

Eery

ery

ne )ro3ut )ro)osal

ne )ro3ut )ro)osal

Eery

ery

manual

manual

Eeryery

ustomer ontatustomer ontat

A ons!3erat!on !n

ons!3erat!on !n

eery

ery

)romot!on 3e!s!on

)romot!on 3e!s!on

(e )resene an3 uB!Gu!ty of an “Aest(et!

(e )resene an3 uB!Gu!ty of an “Aest(et!

sens!B!l!ty”"

ens!B!l!ty”"

“.es!<n m!n3fulness”

“.es!<n m!n3fulness”

An enom ass!n “3es! n re!e” roess

n enom ass!n “3es! n re!e” roess

“.es!<n B!Gu!ty4”

es!<n B!Gu!ty4”





,N, ,A E A MN, ,A E A M

“

“

.ES,/N

ES,/N

RE*,EW4”

E*,EW4”

O.A?O.A?4

(!s )ros)et!e re!e s(oul3 !nlu3e

(!s )ros)et!e re!e s(oul3 !nlu3e



eery noo6 an3 eery ranny of t(eery noo6 an3 eery ranny of t(e

or<an!at!on4 Cons!3er a one 3ay “stan3

r<an!at!on4 Cons!3er a one 3ay “stan3

3on” as t(e m!l!tary all !t4 1StarBu6s

on” as t(e m!l!tary all !t4 1StarBu6s

(a3 one of t(ese a ou)le of years a<o45

a3 one of t(ese a ou)le of years a<o45

Eeryone s)en3s a 3ay “off” fous!n< on a

eryone s)en3s a 3ay “off” fous!n< on a

s!n<le !ssue4 ,n t(!s !nstane M .ES,/N4!n<le !ssue4 ,n t(!s !nstane M .ES,/N4

?esF !t !s"oul3 Be"an Be t(at

esF !t !s"oul3 Be"an Be t(at

!m)ortant"transformat!onal4

m)ortant"transformat!onal4

“:us!ness)eo)le 3on’t

us!ness)eo)le 3on’t



nee3 to un3erstan3ee3 to un3erstan3

3es!<ners Better4’

es !<ners Better4’

:us!ness)eo)le nee3us!ness)eo)le nee3

to

o

Bee

3es!<ners4”

3es!<ners4”

Ro<er >art!n".ean"Rotman >ana<ement S(ool"n!ers!ty of oronto

Ro<er >art!n".ean"Rotman >ana<ement S(ool"n!ers!ty of oronto

Wor6s for me4

or6s for me4

We an’t all Be Stee 0oBs or Hoar3

e an’t all Be Stee 0oBs or Hoar3



S(ult4(ult4

We an

e an

ALL

LL

Be M

Be M

HO/H =L"CAR,N/"

HO/H =L"CAR,N/"

NR RE “.ES,/N :,J, ?4R RE “.ES,/N :,J, ?4



##4848

#4848

.ES,/N ]ES,/N ]

S?S E>S?S E>S

.ES,/NES,/N

L!sBon"Ne :!+!sBon"Ne :!+



WEEKSEEKS

to M

to M

>,N ES

,N ES

1!!!!!!!!5

Systems 3es!<n

ystem s 3es!<n

M

M

3eseres a

3eseres a

s)e!al s(out out4 (e aest(et!s of systems are

)e!al s(out out4 (e aest(et!s of systems are

aaaaay un3er-alue34

aaaaay un3er-alue34



,t ’s not ust system s “t(at or6 4”

t’s not ust systems “t(at or6 4”

,t ’s system s t(at “s!n<4”

t’s system s t(at “s!n<4”

1Per(a)s a6!n to t(e (!<(est rea(es of

Per(a)s a6!n to t(e (!<(est rea(es of

m at(emat!s (ere t(e “Beauty” an3 “ele<ane”

at(emat!s (ere t(e “Beauty” an3 “ele<an e”

of a )roof are as !m)ortant as !ts orretness45

f a )roof a re as !m)ortant as !ts orretness45

,n t(e !nstane !te3 on t(e )r!or sl!3eF L!sBon

n t(e !nstane !te3 on t(e )r!or sl!3eF L!sBon

Booste3 Bus!ness reat!on s!<n!f!antly By

ooste3 Bus!ness reat!on s!<n!f!antly By

onert!n< start-u) Bus!ness l!ens!n< )roe3uresonert!n< start-u) Bus!ness l!ens!n< )roe3ures

from an en3lessF umBersomeF !nfur!at!n<F

rom an en3lessF umBersomeF !nfur!at!n<F

Bureaurat! )roess !nto somet(!n< t(at oul3 Be

ureaurat! )roess !nto somet(!n< t(at oul3 Be

r!s)ly e7eute3 on t(e WeB !n a matter of M

r!s)ly e7eute3 on t(e WeB !n a matter of M

m!nutes

!nutes

4

Ar(!tet Rem Kool(aas on (!s

r(!tet Rem Kool(aas on (!s

3r!e for lar!ty-s!m)l!!ty+

r!e for lar!ty-s!m)l!!ty+



“Often m y oB

Often m y oB

!s to un3os to un3o

t(!n<s4”(!n<s4”

Soure+

oure+

Ne ?or6er

e ?or6er

(e Commere :an6 >o3el(e Commere :an6 >o3el

“E*ER? CO>P ER A CO>>ERCE :ANK

E*ER? CO>P ER A CO>>ERCE :ANK



HAS AAS A

SPEC,ALPEC,AL RE.E.

KE?

E?

ON , HA SA?SF =ON.

ON , HA SA?SF =ON.

SO>E H,N/ S P,. HA WE ARE .O,N/

O>E H,N/ S P,. HA WE ARE .O,N/

HA ,N ER=ERES W, H OR A:,L, ? OHA ,N ER=ERES W, H OR A:,L, ? O

SER*,CE HE CS O>ER; ELL S A:O

ER*,CE HE CS O>ER; ELL S A:O

, F AN. ,= WE A/REEF WE W,LL /,*E ?O

F AN. ,= WE A/REEF WE W,LL /,*E ?O

Y8'4’”

8'4’”

Soure+

oure+

=ansD Not ustomers4 Ho Com mere :an6

ansD Not ustomers4 Ho Com mere :an6

Create3 a Su)er-<rot( :us!ness !n a No-<ro t(

reate3 a Su)er-<ro t( :us!ness !n a No-<rot(

,n3ustry

,n3ustry

F *ernon H!ll U :oB An3elman

*ernon H!ll U :oB An3elman



Commere :an6 1no )art of . :an65ommere :an6 1no )art of . :an65

ants not(!n< But not(!n< to !nterfere

ants not(!n< But not(!n< to !nterfere

!t( ser!n< t(e ustomer as eff!!ently

!t( ser!n< t(e ustomer as eff!!ently

an3 effet!ely as )oss!Ble4

n3 effet!ely as )oss!Ble4

(e M

(e M

“Re3 Key”

Re3 Key”

M )roe3ure

)roe3ure

3esr!Be3 (ere !s

esr!Be3 (ere !s

systems 3es!<n

ystems 3es!<n

at !ts

at !ts

BestD

estD



,t an Be 3one4

t an Be 3one4

,’e 3one !t4

’e 3one !t4

Hat’s off to >r4 Horan4

at’s off to >r4 Horan4



ry !t4

ry !t4

PLEASE

LEASE

4

=or your om)any4

or your om)any4

=or your 8-)erson tra!n!n< 3e)artment4or your 8-)erson tra!n!n< 3e)artment4

=or your $-ee6F -)erson )roet team4

or your $-ee6F -)erson )roet team4

=or M yourself4

or M yourself4

#

)a<e4

)a<e4

1,f not t(e Ba6 of a Bus!ness ar345

,f not t(e Ba6 of a Bus!ness ar345

“,f you an’t r!te your mo!e !3eaf you an’t r!te your mo!e !3ea

on t(e

n t(e

Ba6 of a Bus!ness

a6 of a Bus!ness

ar3

ar3

F you a!n’t <ot a mo!e4”

you a!n’t <ot a m o!e4”

Samuel

Samuel

/ol3yn

ol3yn



, ma6e all t(e laun( teams tell me (at

ma6e all t(e laun( teams tell m e (at

t(e ma<a!ne’s aBout !n

(e m a<a!ne’s aBout !n

f !e or3s

!e or3s

or lessr less

4 ?ou an’t run alon<s !3e m!ll!ons

?ou an’t run alon<s!3e m!ll!ons

of onsumers an3 e7)la!n (at you mean4

f onsumers an3 e7)la!n (at you mean4

,t fores some 3!s!)l!ne on you4”

t fores some 3!s!)l!ne on you4”

Ann >ooreF

Ann >ooreF

CEOF !me ,n4F on ne ma<a!nes

EOF !me ,n4F on ne ma<a!nes

“,f you an’ state your )os!t!on !n,f you an’ state your )os!t!on !n

e!!<(tt

or3s or less

or3s or less

F you 3on’t (ae a

you 3on’t (ae a

)os!t!on4”

os!t!on4”

Set( /o3!n

Set( /o3!n

Same-same4

ame-same4



Systems

tems

’ “:eauty Contest”D

:eauty Contest”D

1. Select one form/document invoice,1. Select one form/document invoice,air!ill, sic" leave #olicy, customer returnsair!ill, sic" leave #olicy, customer returns

claim form.claim form.



.. %ate the selected doc on a scale of 1 to%ate the selected doc on a scale of 1 to1& '1 ( Bureaucratica O!scuranta/Suc"s)1& '1 ( Bureaucratica O!scuranta/Suc"s)1& ( or" of +rt on four dimensions1& ( or" of +rt on four dimensions

:EA ?EA ? 4 /RACERACE 4

CLAR, ?

LAR, ?

4 S,>PL,C, ?

,>PL,C, ?

4

-. %einvent-. %einvent

0.0. %e#eat, ith a ne selection,%e#eat, ith a ne selection,

every 12 or"in3 days.every 12 or"in3 days.



C/RO



C/RO" C(!ef /run<e Remoal Off!er

1C.C" C(!ef of .e-Com)le7!f!at!on5

1CAO" C(!ef Ant!-systems Off!er5

1C:SEO" C(!ef :S Era3!at!on Off!er5

Systems arete ra)4

ystems arete ra)4

Per!o34

er!o34

=rom t(e 1l!terally5

rom t(e 1l!terally5

m!nute

!nute

t(ey are

t(ey are

!nstalle3 t(ey naturally <ro eermore

nstalle3 t(ey naturally <ro eermore

<ly an3 om)le7 an3 3ysfunt!onal4



u<ly an3 om)le7 an3 3ysfunt!onal4

One nee3s to reate t(e most eff!!ent

ne nee3s to reate t(e most eff!!ent

an3 effet!e an3 Beaut!ful systems

n3 effet!e an3 Beaut!ful systems

!ma<!naBle4

ma<!naBle4

An3 t(en Be< !n to atta6 t(em M

n3 t(en Be< !n to atta6 t(em M

,>>E.,A EL?

>>E.,A EL?

4

1One 3oes nee3 a C(!ef Systems Off!er

One 3oes nee3 a C(!ef Systems Off!er

But 3!retly aross t(e (all an M

ut 3!retly aross t(e (all an M

eGually

Gually

)oerful

oerful

M

M

CS.O"C(!ef Systems

CS.O"C(!ef Systems

.estrut!on Off!er45

estrut!on Off!er45



##484%#484%

E>O ,ON>O ,ON!!

Hy)ot(es!s+

y)ot(es!s+

.ES,/N

ES,/N

!s

!s



t(e )(e )r!n!!n!)all

3!fferene

!fferene

Beteen

eteen

loeoe

an3n3

(ateDateD

Same-same4

ame-same4





.es!<n !s Mes!<n !s M

NE*ERE*ER

neutral

eutral

4

.es!<nF t(ou<( em)(as!!n<

es!<nF t(ou<( em)(as!!n<

funt!onal!ty as ell as aest(et!sF !s

unt!onal!ty as ell as aest(et!sF !s

!n some form or ot(er aBout an Mn some form or ot(er aBout an M



emot!onal reat!on

mot!onal reat!on

M

M

to a )ro3ut or ser!e4 1“Soul” as >r4

o a )ro3ut or ser!e4 1“Soul” as >r4

0oBs )ut !t45

oBs )ut !t45

Not “l!6e” or “3!sl!6e4”

ot “l!6e” or “3!sl!6e4”

Rat(er+ “Loe” M or “(ate4”

at(er+ “Loe” M or “(ate4”

1Or somet(!n< lose t(ereto45

Or somet(!n< lose t(ereto45

Poerful 1

oerful 1

saryD;

aryD;

5 stuffD

stuffD

ZLets not for<et

Lets not for<et



t(at sm all

(at small

em ot!ons are t(emot!ons are t(e

<reat a)ta!ns of

reat a)ta!ns of

our l!es4Zur l!es4Z

[an /o<(

an /o<(

(e )oer of emot!on4

(e )oer of emot!on4



##484

#484

Women :?

omen :?



1

E*ER? H,N/*ER? H,N/

5

1

.ES,/NES,/N

ConseGuenesonseGuenes

t(ereof

(ereof

;

5

Hy)

)

ot(es!s

t(es!s

+ >en

>en



annotannot

3es!<n for

es!<n for

omen’s

omen’s

nee3see3s

DD;;D;;

OB!ously t(e statement !s too e7treme By a

B!ously t(e statement !s too e7treme By a

fa!r B!t4 :ut t(e <eneral real!ty !s aurate4 ,

a!r B!t4 :ut t(e <eneral real!ty !s aurate4 ,

(ae s)ent an enormous amount of t!me on

ae s)ent an enormous amount of t!me on

t(!s to)! oer t(e last &' yearsF an3 , 3o(!s to)! oer t(e last &' yearsF an3 , 3o



Bel!ee t(!s !s <enerallyan3 fran6ly Gu!te a

el!ee t(!s !s <enerallyan3 fran6ly Gu!te a

B!t more t(an “<enerally”on tar<et4

!t more t(an “<enerally”on tar<et4

1Some men 3!sa<reeF no sur)r!se4

Some men 3!sa<reeF no sur)r!se4

.!sa<reement amon< omen!nF yesF &'!sa<reement amon< omen!nF yesF &'

yearsruns at a))ro7!mately

earsruns at a))ro7!mately

ÊRO

ERO

45

5

At any rateF !t !s ne!t(er a o6e l!ne nor a

t any rateF !t !s ne!t(er a o6e l!ne nor a

t(roaay l!ne4 (e onseGuenes of 3es!<n(roaay l!ne4 (e onseGuenes of 3es!<n

t(at a))eals to omenF as you !ll seeF run

(at a))eals to omenF as you !ll seeF run

to t(e

o t(e

R,LL,ONS

R,LL,ONS

of

of

YYY

YY

4

“,t oul3 neer our

t oul3 neer our



to a m ale ar(!tetto a m ale ar(!tet

!n a t(ousan3 years

!n a t(ousan3 years

to )ut t(e laun3ry

to )ut t(e laun3ry

room u) t(ereF ne7t to

oom u) t(ereF ne7t to

t(e (!l3rens’

(e (!l3rens’

Be3rooms4”

e3rooms4”

,t’s a t!ny e7am)leF But reeal!n< nonet(eless4 A sem!nart’s a t!ny e7am)leF But reeal!n< nonet(eless4 A sem!nar

atten3ee !s an ar(!tet s)e!al!!n< !n res!3ent!al

tten3ee !s an ar(!tet s)e!al!!n< !n res!3ent!al

strutures4 A lose fr!en3 of (ersF !t( (er youn<!s( 6!3sF

trutures4 A lose fr!en3 of (ersF !t( (er youn<!s( 6!3sF

as )ur(as!n< a ne (ouse4 One Sun3ayF (er realtor too6

as )ur(as!n< a ne (ouse4 One Sun3ayF (er realtor too6

(er to see e!<(t )ros)et (ouses4 One (a3 a s)e!al

er to see e!<(t )ros)et (ouses4 One (a3 a s)e!al

attrat!on+ (e laun3ry room as u)sta!rsa ou)le of

ttrat!on+ (e laun3ry room as u)sta!rsa ou)le of

ste)s from t(e 6!3s’ Be3rooms4te)s from t(e 6!3s’ Be3rooms4



,t turns out t(at t(e (ouse !t( t(e seon3 floor laun3ry

t turns out t(at t(e (ouse !t( t(e seon3 floor laun3ry

room as t(e only one of t(e e!<(t 3es!<ne3 By a oman

oom as t(e only one of t(e e!<(t 3es!<ne3 By a oman

ar(!tet4 L!fe !s om)le7F But as my sem!nar-atten3e3

r(!tet4 L!fe !s om)le7F But as my sem!nar-atten3e3

ar(!tet sa!3 to meF

r(!tet sa!3 to meF

“,t oul3 neer our to a

t oul3 neer our to a

male ar(!tet !n a t(ousan3 years to )ut t(e

ale ar(!tet !n a t(ousan3 years to )ut t(e

laun3ry room u) t(ereF ne7t to t(e

aun3ry room u) t(ereF ne7t to t(e

(!l3rens’ Be3rooms4”

(!l3rens’ Be3rooms4”

(at ee !<nette (ar3ly “)roes” my )o!nt But !t !s a

(at ee !<nette (ar3ly “)roes” my )o!nt But !t !s a

m!ro-sa<a t(at 3oes s)ea6 to t(e !ssue4

!ro-sa<a t(at 3oes s)ea6 to t(e !ssue4

1A fe male 3es!<ners are outr!<(t offen3e3 By my ser!ous-

A fe male 3es!<ners are outr!<(t offen3e3 By my ser!ous-

But-l!<(t-(earte3 men-annot-3es!<n-for-omen omment4

ut-l!<(t-(earte3 men-annot-3es!<n-for-omen omment4

:ut t(e fat !sF ta6en !n t(e s)!r!t !n (!( t(e !t’s offere3F ,

ut t(e fat !sF ta6en !n t(e s)!r!t !n (!( t(e !t’s offere3F ,

E4<4+ >"& 3es!<ns4<4+ >"& 3es!<ns



for ="84or ="84

Haa

(a4a4

1Wealt(!est1Wealt(!est

tar<et mar6et SA;

ar<et mar6et SA;

="8"8455





I%+%+ Women AsWomen As

Pre3om!nant

re3om!nant

Customer

ustomer



##4%4#

#4%4#

Women :? 1Eeryt(!n<5

omen :? 1Eeryt(!n<5

!!



Women :?

omen :?

1Eeryt(!n<

eryt(!n<

5

!!

“=or<et CH,NAF

or<et CH,NAF



,N.,A an3 t(eN.,A an3 t(e

,N ERNE +

N ERNE +

Eonom! /rot( ,sonom! /rot( ,s

.r!en By

r!en By

WO>ENO>EN

4”

”

Soure+ Hea3l!neF

Eonom!st

“=OR

OR

/E CH,NAF ,N.,A AN. HE

CH,NAF ,N.,A AN. HE

,N ERNE + ECON O> ,C /ROW H ,S

N ERNE + ECON O> ,C /ROW H ,S

.R,*EN :

R,*EN :

? WO>EN

WO>EN

4”

”

1Hea3l!ne45

“Een to3ay !n t(e

mo3ernF 3eelo)e3 orl3F sureys s(o t(at )arents st!ll )refer to

(ae a Boy rat(er t(an a <!rl4 One lon<stan3!n< reason Boys (ae

Been seen as a <reater Bless!n< (as Been t(at t(ey are e7)ete3 to



Beome Better eonom! )ro!3ers for t(e!r )arents’ ol3 a<e4 ?et !t !s

t!me for )arents to t(!n6 a<a!n4

/,RLS >A? NOW :E A :E ER

,RLS >A? NOW :E A :E ER

,N*ES >EN 4

N*ES >EN 4 /!rls <et Better <ra3es !n s(ool t(an BoysF an3 !n

most 3eelo)e3 ountr!es more omen t(an men <o to un!ers!ty4

WO>EN W,LL HS :E :E ER EJ,PPE. =OR HE NEW 0O:S O=

O>EN W,LL HS :E :E ER EJ,PPE. =OR HE NEW 0O:S O=

HE &#S CEN R?F ,N WH,CH :RA,NS CON A LO >ORE HAN

HE &#S CEN R?F ,N WH ,CH :RA,NS CON A LO >OR E HAN

:RAWN

RAWN

4

“M An3 omen are more l!6ely to )ro!3e soun3 a3!e on

!nest!n< t(e!r )arents’ nest e<<e4<4+ sureys s(o t(at omen

ons!stently a(!ee (!<(er f!nan!al returns t(an men 3o4

=urt(ermoreF t(e !nrease !n female em)loyment !n t(e r!( orl3

(as Been t(e ma!n 3r!!n< fore of <rot( !n t(e last ou)le of

3ea3es4

HOSE WO>EN HA*E CON R,: E. >ORE O /LO:AL /.PHOSE WO>EN HA*E CON R,: E. >ORE O /LO:AL /.P

/ROW H HAN HA*E E, HER NEW ECHNOLO/? OR HE NEW

ROW H HAN HA*E E, HER NEW ECHNOLO/? OR HE NEW

/,AN SF ,N.,A AN. CH,NA4”

,AN SF ,N.,A AN. CH,NA4”

1CON ,NES NEX SL,.E5

Soure+

Eonom!st

onom!st

F A)r!l #8F Lea3erF )a<e #

“/OL.>AN SACHS ,N OK?O HAS

OL.>AN SACHS ,N OK?O HAS

.E*ELOPE. AN ,N.EX O= ##8

E*ELOPE. AN ,N.EX O= ##8

CO> PAN,ES PO,SE. O :ENE=,O> PAN,ES PO,SE. O :ENE=,



=RO> WO> EN’S ,NCREASE.

RO> WO> EN’S ,NCREASE.

PRCHAS,N/ POW ERQ

RCHAS,N/ POW ERQ

O*ER HE

*ER HE

PAS .ECA.E HE *ALE O=AS .ECA.E HE *ALE O=

SHARES ,N /OL.>AN ’S :ASKE

HARES ,N /OL.> AN’S :ASKE

HAS R,SEN :? $%9F A/A,NS

AS R,SEN :? $%9F A/A,NS

HE OK?O S OCK>ARKE ’S

HE OK?O S OCK> ARKE ’S

R,SE O= #@9

,SE O= #@9

4”

”

Eonom!st

Eonom!st

(e

(e

Eonom!st

onom!st

!s

!s O

<!en to

<!en to

(y)erBole4

y)erBole4



NO

(e =!e /loBal ren3s .r!!n< =emale

(e =!e /loBal ren3s .r!!n< =emale

Consumers

onsumers

#4 (e )resene of more omen !n t(e

4 (e )resene of more omen !n t(e

or6fore (an<es eeryt(!n<4or6fore (an<es eeryt(!n<4



&4 .elaye3 marr!a<e means more money

4 .elaye3 marr!a<e means more money

s)ent on “me4”

)ent on “me4”

@4 Loer B!rt(rates <loBally means feer

4 Loer B!rt(rates <loBally means feer

6!3s But more “stuff4”

!3s But more “stuff4”

4 (e 3!ore eonomy means to of

4 (e 3!ore eonomy means to of

eeryt(!n<4

eryt(!n<4

84 (e )resene of more ol3er omen

4 (e )resene of more ol3er omen

re3ef!nes tar<et mar6ets4

e3ef!nes tar<et mar6ets4

Soure+

oure+

W(y S(e :uys+ (e Ne Strate<y for Rea(!n< t(e Worl3’s >ost Poerful

(y S(e :uys+ (e Ne Strate<y for Rea(!n< t(e Worl3’s >ost Poerful

ConsumersF

onsumersF

By :r!3<et :rennan 1Key or3+ “Worl3”t(!s a))l!es l!terally eery(ere5

y :r!3<et :rennan 1Key or3+ “Worl3”t(!s a))l!es l!terally eery(ere5

:,/ .EAL M f!e t!mes oer4

,/ .EAL M f!e t!mes oer4

1Re-rea3 !f neessary45

Re-rea3 !f neessary45



X



W T

&X

1C 21C 2

,55

“Women no 3r!e t(e <loBal eonomy4 /loBallyF t(ey ontrol aBout

Women no 3r!e t(e <loBal eonomy4 /loBallyF t(ey ontrol aBout

Y&' tr!ll!on !n onsumer s)en3!n<F an3 t(at f!<ure oul3 l!mB as (!<(

&' tr!ll!on !n onsumer s)en3!n<F an3 t(at f!<ure oul3 l!mB as (!<(

as

s

Y& R,LL,ON& R,LL,ON

!n t(e

!n t(e

ne7t f!e years4 (e!r Y#@ tr!ll!on !n total yearly earn!n<s oul3 rea(

e7t f!e years4 (e!r Y#@ tr!ll!on !n total yearly earn!n<s oul3 rea(

Y# tr!ll!on !n t(e same )er!o34

# tr!ll!on !n t(e same )er!o34 In a33re3ate, omen re#resent a 3roth mar"et !i33er thanIn a33re3ate, omen re#resent a 3roth mar"et !i33er than

4hina and India com!ined5more than tice as !i3 in fact. 6iven those num!ers, it ould !e foolish to i3nore or4hina and India com!ined5more than tice as !i3 in fact. 6iven those num!ers, it ould !e foolish to i3nore or

underestimate the female consumer.underestimate the female consumer.

Y&F'''

&F'''



F'''F''

'''F''

' '''

''' ..

&F'''F'''F'''F''



Y&F'''F'''F'''F''

'4

4

1Lots of ÊROS45

Lots of ÊROS45

“

WO>ENO>,CSF ’

O>ENO>,CSF ’



HE ECONO> ?HE ECONO> ?

AS HO/H

S HO/H

O AN. AN.

PRAC ,CE. :? A

RAC ,CE. :? A

WO>AN4”

O>AN4”

Au3e ^!esen!ss 3e (u!nF


=!nan!al !mes

!nan!al !mes

“One t(!n< !s erta!n+ Wom en’s r !se to )oerF (!( !s

ne t(!n< !s erta !n+ Wom en’s r!se to )oerF (!( !s

l!n6e3 to t(e !nrease !n ea lt( )er a)!taF !s

!n6e3 to t(e !nrease !n ealt( )er a )!taF !s

(a))en!n< !n all 3om a!ns an3 at all leels of so !ety4

a))en!n< !n all 3oma!ns an3 at all leels of so !ety4

Wom en are no lon<er ontent to )ro!3e eff !!ent laBor

omen are no lon<er ontent to )ro!3e eff !!ent laBor

or to Be onsumers !t( r!s!n< Bu3<ets an3 morer to Be onsum ers !t( r!s!n< Bu3<ets an3 more

autonom y to s)en34 M (!s !s ust t(e Be<!nn!n<4 (e

utonomy to s)en34 M (!s !s ust t(e Be<!nn!n<4 (e



)(enom enon !ll only <ro as < !r ls )roe to Be more

(enom enon !ll only <ro as < !r ls )roe to Be more

suessful t(an Boys !n t(e s(ool system 4

uessful t(an Boys !n t(e s(ool system 4

=OR A

OR A

N>: ER O= O :SER*ERSF WE HA*E

>: ER O= O :SER*ERSF WE HA*E

ALREA.? EN ERE. HE A/E O=

LREA.? EN ERE. HE A/E O=

WO> ENO>,CSF’ HE ECONO> ? AS

WO> ENO>,CSF’ HE ECONO> ? AS

HO/H O AN. PRAC ,CE. :? A

HO/H O AN. PRAC ,CE. :? A

WO>ANO>AN 4””



=!nan!al !mes

!nan!al !mes

L!6e t(e term4

!6e t(e term4

L!6e t(e term4

!6e t(e term4

Lo<! !m)eaBle4o<! !m)eaBle4



,m)l!at!ons sta<<er!n<4

m)l!at!ons sta<<er!n<4

Re)eat+

e)eat+

Y&F'''F'''F'''F'''

&F'''F'''F'''F'''

4

Women A<e &&-@' Earn 9 >ore

omen A<e &&-@' Earn 9 >ore

(an >ale Counter)arts M

(an >ale Counter)arts M



Atlanta M &#9

tlanta M &#9

Ne ?or6 M #9

e ?or6 M #9

>!am! M #9

!am! M #9

>em)(!s M #$9

em)(!s M #$9

Et4t4

Soure+ >art(a :arletta" ren3S!<(t /rou)"'8#4##

oure+ >art(a :arletta" ren3S!<(t /rou)"'8#4##

An3 aBout t(ose m!llenn!als 1!t( (om

n3 aBout t(ose m!llenn!als 1!t( (om

e seem to Be oBsesse35 M

e seem to Be oBsesse35 M

Ho to you s)ell m!llenn!al ustomer;o to you s)ell m!llenn!al ustomer;



S-H-E

-H-E

4

“Wom en are

om en are



HE

HE

maor!tyaor!ty

mar6et”ar6et”

=ara Warner"

=ara Warner"

(e Poer of t(e Purse


Women as .e!s!on >a6ers"*ar!ous soures

omen as .e!s!on >a6ers"*ar!ous soures

Home =urn!s(!n<s M

ome =urn!s(!n<s M

$9

9

*aat!ons M

aat!ons M

$&9

&9

1A3enture rael M '9" Y88: trael eGu!)ment5

A3enture rael M '9" Y88: trael eGu!)ment5

Houses M

ouses M

$#9

#9

.4,4?4

4,4?4

1maor “(ome )roets”5

maor “(ome )roets”5

M

M

'9'9



Consumer Eletron!s M

onsumer Eletron!s M

8#9

#9

1%%9 (ome om)uters5

%%9 (ome om)uters5

Cars M

Cars M

%9

9

1!nfluene

1!nfluene

$'9

'9

5

All

ll

onsumer

onsumer

)

)

ur(ases

r(ases

M

M

@9@9

:an6 Aount M

an6 Aount M

$9

$9

House(ol3 !nestment 3e!s!ons M

ouse(ol3 !nestment 3e!s!ons M

%9

9

Small Bus!ness loans"B! starts Mmall Bus!ness loans"B! starts M

'9'9

Healt( Care M

ealt( Care M

'9

'9

,n t(e SA omen (ol3

,n t(e SA omen (ol3

T8'9

8'9

mana<er!al )os!t!ons !nlu3!n<

mana<er!al )os!t!ons !nlu3!n<

T8'9

8'9

)ur(as!n< off !er

)ur(as!n< off !er

)os!t!ons

os!t!ons

Q (ene omen also ma6e t(e maor!ty of

(ene omen also ma6e t(e maor!ty of

ommer!al

ommer!al

)ur(as!n< 3e!s!ons4

)ur(as!n< 3e!s!ons4

Women 1SA5 as M

omen 1SA5 as M

Pur(as!n< a<ents+ur(as!n< a<ents+



88989

Pur(as!n< mana<ers+

ur(as!n< mana<ers+

&9

&9

W(olesale"reta!l Buyers+(olesale"reta!l Buyers+

8&9&9

Em)loyee (ealt(-Benef!t

m)loyee (ealt(-Benef!t

)lans+lans+

%'9'9

Soure+ >art(a :arletta" ren3S!<(t /rou)"'8#4##

oure+ >art(a :arletta" ren3S!<(t /rou)"'8#4##

W!t( stats l!6e t(eseF one an see

!t( stats l!6e t(eseF one an see

t(at omen are 3r!!n< t(e )ur(ase

(at omen are 3r!!n< t(e )ur(ase

of t(e Bul6 of

f t(e Bul6 of

ommer!al

ommer!al



<oo3s

oo3s

not ust onsumer <oo3s4

ot ust onsumer <oo3s4

1A B!< 3ealomen are !n3ee3 “t(e

A B!< 3ealomen are !n3ee3 “t(e

maor!ty mar6et” for

aor!ty mar6et” for

eeryt(!n<

eryt(!n<

45

5

SA"=4Stats+ S(ort ’n 1*ery5 Seet

SA"=4Stats+ S(ort ’n 1*ery5 Seet

T8'9 of sto6 oners(!)F Y#@ total ealt( 1&X !n #8 years5

8'9 of sto6 oners(!)F Y#@ total ealt( 1&X !n #8 years5

TY onsumer U B! s)en3!n< 1T8'9 /.PQ T 0a)an /.P5Q

Y onsumer U B! s)en3!n< 1T8'9 /.PQ T 0a)an /.P5Q

T'9 onsumer s)3< 1Consumer ] '9 all s)3<5

'9 onsumer s)3< 1Consumer ] '9 all s)3<5

89 :A 3e<rees 1&''&5Q ] e3 U so!al strataF no a<e <a)

9 :A 3e<rees 1&''&5Q ] e3 U so!al strataF no a<e <a)



%'9 ,nternet usersQ T8'9 )r!mary users of

'9 ,nternet usersQ T8'9 )r!mary users of

eletron! eGu!)ment

eletron! eGu!)ment

T8'9 B! tr!)s

8'9 B! tr!)s

W!m:!+ Em)loyees T =8''Q #'>2+ @@9 all S :!

!m:!+ Em)loyees T =8''Q #'>2+ @@9 all S :!

Pay from %&9 of male )ay !n #$' to '9 to3ayQ eGual

ay from %&9 of male )ay !n #$' to '9 to3ayQ eGual

!f e3uat!onF so!al statusF et are eGual

!f e3uat!onF so!al statusF et are eGual

%'9 or6Q %> 13!ore3F !3oe3F neer marr!e35

'9 or6Q %> 13!ore3F !3oe3F neer marr!e35

Soure+

oure+

=ara WarnerF

ara WarnerF



Women T 8'9 of House(ol3 ,nome !n T8'9 of

omen T 8'9 of House(ol3 ,nome !n T8'9 of

(ouse(ol3s4 ,n 9 of t(e 889 of (ouse(ol3s"marr!e3ouse(ol3s4 ,n 9 of t(e 889 of (ouse(ol3s"marr!e3

ou)lesF omen )ro!3e T8'9 of !nome4 &9 of

ou)lesF omen )ro!3e T8'9 of !nome4 &9 of

(ouse(ol3s are (ea3e3 By a s!n<le female4 89 of

ouse(ol3s are (ea3e3 By a s!n<le female4 89 of

marr!e3 female e7es !t( t(e ran6 of *P or aBoe out

arr!e3 female e7es !t( t(e ran6 of *P or aBoe out

earn t(e!r s)ouse4 Women ontrol 8#9 of )r!ate ealt(

arn t(e!r s)ouse4 Women ontrol 8#9 of )r!ate ealt(

!n t(e 4S4Q (ea3 '9 of (ouse(ol3s !t( TY%''K assetsQn t(e 4S4Q (ea3 '9 of (ouse(ol3s !t( TY%''K assetsQ

9 of mar6et !nestors are omen4

9 of mar6et !nestors are omen4



>aor Cre3!t n!on+ )re ?&KF mo3al ustomer as 8@-

aor Cre3!t n!on+ )re ?&KF mo3al ustomer as 8@-

year-ol3 fam!ly manQ to3ayF %-year-ol3 s!n<le or6!n<

ear-ol3 fam!ly manQ to3ayF %-year-ol3 s!n<le or6!n<

oman4

oman4

Commer!al+ 8#9 )ur(as!n< mana<ers are omen4

ommer!al+ 8#9 )ur(as!n< mana<ers are omen4

Women ma6e T'9 onsumer )ur(asesQ Bus!nessomen

omen ma6e T'9 onsumer )ur(asesQ Bus!nessomen

ma6e T$'9 of (ouse(ol3 )ur(as!n< 3e!s!ons4 Women+

a6e T$'9 of (ouse(ol3 )ur(as!n< 3e!s!ons4 Women+

'9 of trael 3e!s!onsQ )ur(ase 89 of onsumer

'9 of trael 3e!s!onsQ )ur(ase 89 of onsumer

eletron!sQ r!te '9 of )ersonal (e6sQ )ur(aseletron!sQ r!te '9 of )ersonal (e6sQ )ur(ase

T8'9 of ars 1)r!mary !nfluene T'954

8'9 of ars 1)r!mary !nfluene T'954

Soure+

oure+

.on’t (!n6 P!n6+ W (at Really >a6es Women :uyan3 Ho to

on’t (!n6 P!n6+ W( at Really >a6es Women :uyan3 Ho to

,nrease ?our S(are of (!s Cru!al >ar6et

nrease ?our S(are of (!s Cru!al >ar6et

F L!sa 0o(nson U An3rea

L!sa 0o(nson U An3rea

Learne3

>ore4

ore4

P!l!n< on;

!l!n< on;

?es4es4



““TheThe>OS

OS

S,/N,=,CAN

,/N,=,CAN

*AR,A:LEAR,A:LE

inin E*ER?*ER?



sales situation is the sales situation is the

/EN.EREN.ER

of the buyer, andof the buyer, andmore importantly, how themore importantly, how the

salesperson communicates to salesperson communicates to

the buyer’s gender.” the buyer’s gender.” 0effery oB!as HalterF

Sell !n< to > enF Sell !n< to

Women

The Perfect Answer

Jill and Jack buyslacks in black…





/oo3 for a Belly lau<(, <et t(at res)onse

oo3 for a Belly lau<(, <et t(at res)onse

all oer t(e orl3D 1ÊRO ultural

ll oer t(e orl3D 1ÊRO ultural

3!fferenes on t(!s45 :ut also !t(

!fferenes on t(!s45 :ut also !t(

sta<<er!n< !m)l!at!ons for eery !ota ofta<<er!n< !m)l!at!ons for eery !ota of

t(e mar6et!n< an3 sell!n< an3 3!str!But!on

(e mar6et!n< an3 sell!n< an3 3!str!But!on



)roess !nol!n<

roess !nol!n<

R,LL,ONS

R,LL,ONS

of

of

YYYYY

YYYY

!n

n

t(e SA alone4

(e SA alone4

(e “messa<e” !s ust (at you see (ere+(e “messa<e” !s ust (at you see (ere+

Women an3 men a))roa( ommer!al

omen an3 men a))roa( ommer!al

transat!ons !n s!<n!f!antly 3!fferent

ransat!ons !n s!<n!f!antly 3!fferent

ays4

ays4

HeneF your or<an!at!on !n eery noo6eneF your or<an!at!on!n eery noo6

an3 ranny s(oul3 Be 3es!<ne3 to

n3 ranny s(oul3 Be 3es!<ne3 to

aount for t(ose 3!fferenes4 After allF

ount for t(ose 3 !fferenes 4 After allF

e are , re)eattal6!n< !n t(e ast

e are , re)eattal6!n< !n t(e ast

“>en seem l!6e loose annons4 >en

en seem l!6e loose annons4 >en

alays m oe faster t(rou<( a

lays m oe faster t(rou<( a

store’s a!sles4 >en s)en3 less t!me

tore’s a!sles4 >en s)en3 less t!me

loo6!n<4 (ey usually 3on’t l !6eoo6 !n<4 (ey usually 3on’t l !6e



as6!n< (ere t(!n<s are 4 ?ou’ll see

s6!n< (ere t(!n<s a re4 ?ou’ll see

a man m oe !m)at!ently t(rou<( a

man m oe !m)at!ently t(rou<( a

store to t(e set!on (e antsF )!6

tore to t(e set!on (e antsF )!6

somet(!n< u)F an3 t(enF almost

omet(!n< u)F an3 t(enF almost

aBru)tly (e’s rea3y to Buy4 =or a

Bru)tly (e’s rea3y to Buy4 =or a

manF !<nor!n< t(e )r!e ta< !s

anF !<nor!n< t(e )r!e ta< !s

almost a s!<n of !r!l!ty4”lmost a s !<n of !r!l!ty4”

Pao n3er(!llF

Pao n3er(!llF

W( y We :uy

(y We :uy

Pao n3er(!ll (as fe !f any )eers (en

ao n3er(!ll (as fe !f any )eers (en

!t omes to un3erstan3!n< 1an3t omes to un3erstan3!n< 1an3

esear(!n<5 )ur(as!n< Be(a!or4



resear(!n<5 )ur(as!n< Be(a!or4

Sales"After-sales Proess

ales"After-sales Proess

#4` K!6-off` [4` K!6-off` [

Womenomen



&4``Resear( [

4``Resear( [

Women

omen

@4``Pur(ase` [

4``Pur(ase` [ >en

4`Òners(!) [

4`Òners(!) [

Women

omen

84``Wor3-of-mout( [

4``Wor3-of-mout( [

Women

omen

Soure+ >art(a :arlettaF

oure+ >art(a :arlettaF

>ar6et!n< to Women+ Ho to ,nrease ?our S(are of t(e W orl3’s Lar<est >ar6et

ar6et!n< to Women+ Ho to ,nrease ?our S(are of t(e W orl3’s Lar<est >ar6et

Also <ets a Belly lau<( !n my

lso <ets a Belly lau<( !n my

s)ee(esan3F a<a!nF t(e

)ee(esan3F a<a!nF t(e

onseGuenes run to tr!ll!ons of

onseGuenes run to tr!ll!ons of

3ollars4

ollars4



“S(e” st!ll allos (!m to )resere (!s

(e” st!ll allos (!m to )resere (!s

e<o By s!<n!n< t(e (e6t(ou<(

<o By s!<n!n< t(e (e6t(ou<(

omen are no t(e )r!maryomen are no t(e )r!mary

Brea3!nner !n a lar<e s(are of

rea3!nner !n a lar<e s(are of

fam!l!es4

am!l!es4

=?,+?,+

(!s !s a sol!3 resear(-(!s !s a so l!3 resear(-

Base3 f!n3!n<

ase3 f!n3!n<

not a late n!<(t

not a late n!<(t

o6e l!ne4

o6e l!ne4

Sell!n< to men+ell!n< to men+ HEHE



RANSAC ,ON

RANSAC ,ON

>O.EL

>O.EL

Sell!n< to Women+ell!n< to Women+ HEHE

RELA ,ONAL

ELA ,ONAL

>O.EL

>O.EL

Source:Source:Sell!n< to > enF Sel l!n< to Wom en

ell!n< to >enF Sell !n< to W ome n , Jeffery Tobias Halter , Jeffery Tobias Halter

>en

en

+ ,n3!!3ual

,n3!!3ual

)ers)et!e4 “Core un!t !s

ers)et!e4 “Core un!t !s

me4’ ”me4’ ”



Pr!3e !n self-rel!ane4

r!3e !n self-rel!ane4

Womenomen+ /rou) )ers)et!e4/rou) )ers)et!e4

“Core un!t !s e4’ ” Pr!3e !n

Core un!t !s e4’ ” Pr!3e !n

team aom)l!s(ment4eam aom)l!s(ment4



>ar6et!n< to Wom en

ar6et!n< to Wom en

““Women spea and hear aWomen spea and hear a

language oflanguage of connectionconnection andand

intimac intimac y,y, and men spea and hear aand men spea and hear a

l f t t d i d dlang age of stat s and independence



language of status and independence.language of status and independence.

!en communicate to obtain!en communicate to obtain informationinformation , ,

establish theirestablish their status status , and show , and showindependenceindependence.. Women communicateWomen communicate

to createto create relationshipsrelationships , encourage , encourage

interactioninteraction , and e"change , and e"change

feelinfeelin g g s s.” .”

0u3y RosenerF

0u3y RosenerF

Amer!a’s Com)et!t!e Seret

mer!a’s Com)e t!t!e Seret

“ (e Connet!on

(e Connet!on

Prol!!ty’ !n om en starts

rol!!ty’ !n om en starts

early4 W (en as6e3F Ho

arly4 W (en as6e3F Ho



as s(ool to3ay;’ a <!r l

as s(ool to3ay;’ a <!r l

usually tellssually tells

(er mot(er eery 3eta!l of

er mot(er eery 3eta!l of

(at (a))ene3F (!le a

(at (a))ene3F (!le a

Boy m !<(t < runtF =!ne4’ ”

oy m !<(t <runtF =!ne4’ ”

=a!t( Po)ornF

=a!t( Po)ornF

E*Eolut!on

*Eolut!on

“Peo)le )oere3”+

eo)le )oere3”+



A/E @/E @ .A?SA?SF

:A:? /,RLS

A:? /,RLS

&XX E?EE?E

CON AC 4ON AC 4



>ar6et!n< to Wom en

ar6et!n< to Wom en

:!< 3!ff4

!< 3!ff4

!!



HREE

HREE

3ays

ays!!

E3!tor!al"

3!tor!al"

>en

en

+ aBlesF

aBlesF

ran6!n<s4an6!n<s4



E3!tor!al"

3!tor!al"

Women

omen

+

“Narrat!es”

Narrat!es”

t(at

t(at

o(ere an3 st!r t(e

o(ere an3 st!r t(e

!ma<!nat!on4 ma<!nat!on4

E3!tor-!n-C(!efF Re3oo3 PuBl!at!ons 1K5

E3!tor-!n-C(!efF Re3oo3 PuBl!at!ons 1K5

, as <!en t(!s ontraststor!es t(at

as <!en t(!s ontraststor!es t(at

o(ere"= ersus “t(e numBers an3 ust t(e

o(ere"= ersus “t(e numBers an3 ust t(e

numBers”">By t(e e3!tor of t(e K’s

umBers”">By t(e e3!tor of t(e K’s

Re3oo3 PuBl!at!ons 1

e3oo3 PuBl!at!ons 1

=

F !n!3entally54

!n!3entally54





Pur(as!n< Patterns



Women

omen

+

Har3er to on!neQ

more loyal one on!ne3

4

>en

en

+

Sna) 3e!s!onQ f!6le

4

Soure+ >art(a :arlettaF >ar6et!n< to Wom en

o re)eatF t(e )o!nt !s t(at ea( of t(ese

o re)eatF t(e )o!nt !s t(at ea( of t(ese

omments s(oul3 (ae a maor !m)at on

omments s(oul3 (ae a maor !m)at on

eery !ota of your or<an!at!on’s 3es!<n4

ery !ota of your or<an!at!on’s 3es!<n4



“E*ER? ,O A O= ?OR

*ER? ,O A O= ?OR

OR/AN,Â ,ON’S .ES,/N”R/AN,Â ,ON’S .ES,/N”

!s a term (osen !t( <reat are4

s a term (osen !t( <reat are4

&4%

4%

s4

s4



&#

#

At a >an(attan eentF , <ot !nto onersat!ont a >an(attan eentF , <ot !nto onersat!on

!t( a ery suessful f!nan!al )lanner4 He

!t( a ery suessful f!nan!al )lanner4 He

tol3 me t(atF (a!n< sense3 an enormous

ol3 me t(atF (a!n< sense3 an enormous

o))ortun!tyF (e (a3 re-or!ente3 (!s )rat!e !n

))ortun!tyF (e (a3 re-or!ente3 (!s )rat!e !n

3!ret!ons ons!stent !t( an assessment of

!ret!ons ons!stent !t( an assessment of

t(e attr!Butes omen sou<(t !n a f!nan!al(e attr!Butes omen sou<(t !n a f!nan!al

a3!sor4

3!sor4



He offere3 t(!s startl!n< 1an3 )oerful5

e offere3 t(!s startl!n< 1an3 )oerful5

oBserat!on+

Bserat!on+

“ (e relat!ons(!)s’ or!entat!on

(e relat!ons(!)s’ or!entat!on

am on< om enF omF !s ery real4 =or !nstaneF

m on< om enF omF !s ery real4 =or !nstaneF

m y male l!ents on aera<e reomm en3 m e to

y m ale l!ents on aera<e reommen3 m e to

&4% ot(ers4 (e om)araBle numBer of

4% ot(ers4 (e om)araBle numBer of

reomm en3at!ons By m y omen l!ents !s &#D”

eomm en3at!ons By m y om en l!ents !s &#D”

&4%4

4%4

&#4

#4

(e o) en Rules to RememBer ABout Women Consumers

(e o) en Rules to RememBer ABout Women Consumers

#4 Women Buy or !nfluene t(e )ur(ase of most onsumer )ro3uts4

4 Women Buy or !nfluene t(e )ur(ase of most onsumer )ro3uts4

&4 /en3er !s t(e most )oerful 3eterm!nate of (o a )erson !es

4 /en3er !s t(e most )oerful 3eterm!nate of (o a )erson !es

t(e orl3 an3 eeryt(!n< !n !t4 ,t’s more )oerful t(an a<eF !nomeF

(e orl3 an3 eeryt(!n< !n !t4 ,t’s more )oerful t(an a<eF !nomeF

rae or <eo<ra)(y4

ae or <eo<ra)(y4

@4 Women’s Bra!n strutures are 3!fferent from men’s M4 Women’s Bra!n strutures are 3!fferent from men’s M

4 =emale ulture s(oul3 Be stu3!e3 !t( t(e same fous t(at

4 =emale ulture s(oul3 Be stu3!e3 !t( t(e same fous t(at

enter!n< a fore!<n mar6et reGu!res4 M

nter!n< a fore!<n mar6et reGu!res4 M



84 (e )erson (o ma6es t(e sales transat!on !sn’t neessar!ly t(e

4 (e )erson (o ma6es t(e sales transat!on !sn’t neessar!ly t(e

3e!s!on ma6er4 M

e!s!on ma6er4 M

%4 P!n6 !s not a strate<y4

4 P!n6 !s not a strate<y4

4 ,f omen ma6e u) a s!<n!f!ant )ort!on of your ustomer BaseF

4 ,f omen ma6e u) a s!<n!f!ant )ort!on of your ustomer BaseF

t(ey s(oul3 Be re)resente3 )ro)ort!onately on your mana<ement(ey s(oul3 Be re)resente3 )ro)ort!onately on your mana<ement

team4

eam4

4 (ere are f!e !m)ortant tren3s 3r!!n< t(e orl3’s female

4 (ere are f!e !m)ortant tren3s 3r!!n< t(e orl3’s female

)o)ulat!on M

o)ulat!on M

$4 Women aroun3 t(e orl3 are more s!m!lar t(an t(ey are 3!fferent4

4 Women aroun3 t(e orl3 are more s!m!lar t(an t(ey are 3!fferent4

#'4 W(en you )lease omenF you ten3 to ma6e your male ustomers

'4 W(en you )lease omenF you ten3 to ma6e your male ustomers

(a))!er too4

a))!er too4

Soure+

oure+

W(y S(e :uys+ (e Ne Strate<y for Rea(!n< t(e Worl3’s >ost Poerful Consume rsF

W(y S(e :uys+ (e Ne Strate<y for Rea(!n< t(e Worl3’s >ost Poerful Consume rsF

By :r!3<et

y :r!3<et

:rennan 1Key or3+ “Worl3”t(!s a))l!es l!terally eery(ere5

rennan 1Key or3+ “Worl3”t(!s a))l!es l!terally eery(ere5

E7ellent summary4

7ellent summary4





(!s !s t(e Boo6 ,

(!s !s t(e Boo6 ,

6ne

ne

, nee3e3 to r!te

, nee3e3 to r!te

an3 t(en =ara Warner ame alon< an3

an3 t(en =ara Warner ame alon< an3

3!3 !t Better an3 more e7tens!ely t(an ,

!3 !t Better an3 more e7tens!ely t(an ,

oul3 (ae4 , ante3F an3 you an3 , nee3+

oul3 (ae4 , ante3F an3 you an3 , nee3+

CasesD

asesD



CasesD

asesD

An3 more asesD

n3 more asesD

An3 su)erB asesQ an3 su)erB ases !s

n3 su)erB asesQ an3 su)erB ases !s

)re!sely (at e <ot4

re!sely (at e <ot4

:uy

uy



4

a6e !t !n4a6e !t !n4

Put !t to or64

ut !t to or64

/et r!(

et r!(

>a r6et!n< to Wom en+ Ho to ,nrease ?our S(are

r e n< o om en+ o o nrease our are

of

f

t(e Worl3’s Lar<est >ar 6etF(e W orl3’s Lar<est > ar6etF

By >art(a :arlettay >art(a :arletta

(e Poer of t(e Purse+ Ho Sm art :us!nesses

(e Poer of t(e Purse+ Ho Sm art :us!nesses

Are

re

A3a) t!n< to t(e Worl3’s >os t ,m)orta nt

3a)t!n< to t(e Worl3’s >os t ,m)ortant

ConsumersF

onsumersF

By =ara Warnery =ara Warner

W( y S(e :uys+ (e Ne Strate<y for Rea(!n< t(e

W( y S(e :uys+ (e Ne Strate<y for Rea(!n< t(e

Worl3’s >ost Poerful Consum ersF

orl3’s >o st Poerful Consum ersF

By :r!3<et

y :r!3<et



:rennan

rennan

1Key or3+ “Worl3”t(!s a))l!es l!terally eery(ere5

Key or3+ “Worl3”t(!s a))l!es l!terally eery(ere5

W( at Wom en Want+ (e /loBal >ar6et urns

W( at Wom en Want+ (e /loBal >ar6et urns

=emale

emale

=r!en3lyF

r!en3lyF

By Pao n3er(!ll

y Pao n3er(!ll

(e Soer >o m >yt(+ o3ay’s =emale Consu m erF

(e Soer >o m >yt(+ o3ay’s =emale Consum erF

W (o

(o

S(e Really ,sF W (y S(e Really :uysF

(e Really ,sF W (y S(e R eally :uysF

By >!(ele

y >!(ele

>!ller!ller

an3 Holly :u(anan

n3 Holly :u(anan

,nfluene+ Ho W ome n’s Soar!n< Eonom ! Poer

nfluene+ Ho W ome n’s Soar!n< Eonom ! Poer

W !ll ransform Our Worl3 for t(e :etterF By

!ll ransform Our Wor l3 for t(e :etterF By

A fe rea3!n< t!)s4

fe rea3!n< t!)s4





,N ERNEN ERNE

SERS+

SERS+

%'9=

'9=

“mana<e t(e!r l !es an3 t(e l !es of t(e!r fam !l!es”

“mana<e t(e!r l !es an3 t(e l !es of t(e!r fam !l!es”

Kelley

Kelley

>ooneyF )res!3entF Resoure ,nterat!e

ooneyF )res!3entF Resoure ,nterat!e

Soure+ =ara WarnerF

oure+ =ara WarnerF



“=emale users are t(e unsun

emale users are t(e unsun

< (ero!nes

(ero!nes

Be(!n3 t(e most ene(!n3 t(e most en<a<!nn<F fastestfastest

<ro!n

o!n

<F

an3 aluaBle onsumer !nternet an3

n3 aluaBle onsumer !nternet an3

e-ommere om)an!es

-ommere om)an!es

4

Especially when it comes to social andEspecially when it comes to social and

shopping, women rule the Internet. In e-commerce, female purchasing power is clear. Sites like appos !roupon, !iltshopping, women rule the Internet. In e-commerce, female purchasing power is clear. Sites like appos !roupon, !ilt

!roupe, Etsy, and "iapers are all dri#en by a ma$ority of female customers. %ccording to !ilt !roupe, women are &'(!roupe, Etsy, and "iapers are all dri#en by a ma$ority of female customers. %ccording to !ilt !roupe, women are &'(

of the customers and &)( of re#enue* and &&( of !roupon+s customers are female. ut what+s different now is anof the customers and &)( of re#enue* and &&( of !roupon+s customers are female. ut what+s different now is an

eciting new crop of e-commerce companies. ne /ing+s 0ane, 1lum "istrict, Stella 2 "ot, 3ent the 3unway,eciting new crop of e-commerce companies. ne /ing+s 0ane, 1lum "istrict, Stella 2 "ot, 3ent the 3unway,



g p p g , , , y,g p p g y

4odcloth, ircho, Shoeda55le, a55le, and Shopkick are $ust a few eamples of companies le#eraging 6girl power.+4odcloth, ircho, Shoeda55le, a55le, and Shopkick are $ust a few eamples of companies le#eraging 6girl power.+

The ma$ority of these companies were also founded by women, which is also an eciting trendThe ma$ority of these companies were also founded by women, which is also an eciting trend ..An3

n3

ta6e a loo6 at four of t(e nea6e a loo6 at four of t(e ne

(orsemen’ of t(e onsumer eB

(orsemen’ of t(e onsumer eB

=aeBoo6F ^

aeBoo6F ^

y<

<

naF /rou)on an3 !tter4

aF /rou)on an3 !tter4

` (e ma

(e ma

or!t

r!t

y of all four )ro)ert!es’

of all four )ro)ert!es’

users are female4` >a6e t(atsers are female4` >a6e t(at

(orseomen

(orseomen

4’

’ So, if you+re at a consumer web company, how can this insight help you7So, if you+re at a consumer web company, how can this insight help you7

8ould you like to lower your cost of customer ac9uisition7 r grow re#enue faster7 4aybe you would benefit from8ould you like to lower your cost of customer ac9uisition7 r grow re#enue faster7 4aybe you would benefit from

ha#ing a larger base of female customers. If so, what would you change to make your product:ser#ice more attracti#eha#ing a larger base of female customers. If so, what would you change to make your product:ser#ice more attracti#e

to female customers7 "o you do enough product and user interface testing with female users7 Ha#e you figured outto female customers7 "o you do enough product and user interface testing with female users7 Ha#e you figured out

(ou<( you m!<(t not 6no !t Base3 on

(ou<( you m!<(t not 6no !t Base3 on

S!l!on *alley’s rat(er se7!st )rol!!t!esF

!l!on *alley’s rat(er se7!st )rol!!t!esF

fat !s t(at omen are also t(e )r!mo WeBat !s t(at omen are also t(e )r!mo WeB

users4

sers4



Can you )ass t(e Man you )ass t(e M



“SGu!ntSGu!nt

est”

;

a6e a )!ture of your e7eut!e team4a6e a )!ture of your e7eut!e team4

Hol3 !t u) !n front of your fae an3 sGu!nt

ol3 !t u) !n front of your fae an3 sGu!nt

at !t4 .oes !t loo6 )retty mu( l!6e t(e

t !t4 .oes !t loo6 )retty mu( l!6e t(e

mar6et you sere;

ar6et you sere;



,f notF (y

f notF (y

not;ot;

1,’m

,’m

not

ot

tal6!n< aBout or !n any ay


ur<!n< GuotasQ , am tal6!n< aBout <eneralr<!n< GuotasQ , am tal6!n< aBout <eneral

on<ruene Beteen mar6et

on<ruene Beteen mar6et

(arater!st!s an3 lea3ers(!) team


om)os!t!onQ !t ma6es s!m)le eonom!


!!



##4%4&

#4%4&

WO>EN RLE

O>EN RLE!!

“Resear(esear(

By >K!nsey U Co

By >K!nsey U Co

4

su<<ests t(at to

u<<ests t(at to

suee3F start By

uee3 F start By

)romot!n< omen4”romot!n< omen4”



N!(olas Kr!stofF “ !tterF WomenF an3 PoerF”

!(olas Kr!stofF “ !tterF WomenF an3 PoerF”

N? !mes

? !mes

“,n m y e7)er!eneFn m y e7)er!eneF

om en ma6e mu(

omen ma6e m u(

Better e7eut!es t(anetter e7eut!es t(an

men4”

en4”

K!) !n3ellF CEOF Conta!ner Store

K!) !n3ellF CEOF Conta!ner Store

Conta!ner Store !s !l3ly suessful

onta!ner Store !s !l3ly suessful

an3 !s a ma!nstay amon< t(e “=ortune

n3 !s a ma!nstay amon< t(e “=ortune

#'' :est Com)an!es to Wor6 =or !n

'' :est Com)an!es to Wor6 =or !n

Amer!a”!t as !n fat reently

mer!a”!t as !n fat reently

ran6e3 I#4

an6e3 I#4



“AS

S

LEA.ERSFEA.ERSF



WO>ENO>EN

RLE

LE

+

Ne Stu3!es f!n3 t(at

e Stu3!es f!n3 t(at

female mana<ers outs(!ne t(e!r m aleemale m ana<ers outs(!ne t(e!r male

ounter)arts !n almost eery measure”

ounter)arts !n almost eery m easure”

, LE" S)e!al Re)ort"

, LE" S)e!al Re)ort"

:us!nessWee6

us!nessWee6

“Women are rate3 (!<(er !n fullyomen are rate3 (!<(er !n fully

#&

&

of t(e

of t(e

#%

%

om)eten!es

om)eten!es

t(at <o !nto outstan3!n<(at <o !nto outstan3!n<

lea3ers(!)4

ea3ers(!)4

An3 to of t(e

n3 to of t(e



tra!ts (ere omen

ra!ts (ere om en

outsore3 m en to t(e (!<(estutsore3 m en to t(e (!<(est

3e<ree

e<ree

ta6!n

a6!n

< !n!t!at!e

!n!t!at!e

an3 3r!!n

n3 3r!!n

< for resu lts

for results

(ae

(ae

lon< Been t(ou<(t of ason< Been t(ou<(t of as

)ar t!ularly m ale stren<t(s4”

art !ularly m ale stren<t(s4”

Har ar3 :us!ness Re!e"

arar3 :us!ness Re!e"

&'#

'#

Rea3 arefully4

ea3 arefully4

A<a!nF t(e soures are lose to

<a!nF t(e soures are lose to

un!m)ea(aBle4

n!m)ea(aBle4



“ AKE H,S J,CK J,^

AKE H,S J,CK J,^+

W(o mana<es more

(o mana<es more

t(!n<s at one;

(!n<s at one;

W (o )uts m ore effort !nto

(o )uts m ore effort !nto

t(e!r a))earane;

(e!r a))earane;

W(o usually ta6es are of

(o usually ta6es are of

t(e 3eta!ls;

(e 3eta!ls;

W (o f!n3s !t eas!er to meet ne

(o f!n3s !t eas!er to meet ne

)eo)le;

eo)le;

W(o as6s more Guest!ons !n a

(o as6s more Guest!ons !n a

onersat!on;

onersat!on;

W (o !s a Better l!stener;

(o !s a Better l!stener;

W(o (as more !nterest !n ommun!at!on(o (as more !nterest !n ommun!at!on

s6!lls;

6!lls;

W (o !s more !nl!ne3 to <et !nole3;

(o !s m ore !nl!ne3 to <et !nole3;



W(o enoura<es (armony an3 a<reement;

(o enoura<es (armony an3 a<reement;

W (o (as Better !ntu!t!on;(o (as Better !ntu!t!on;

W(o or6s !t( a(o or6s !t( a

lon<er to 3o’ l!st;

on<er to 3o’ l!st;

W (o enoys a rea) to t(e

(o enoys a rea) to t(e

3ay’s eents;

ay’s eents;

W(o !s Better at 6ee)!n< !n

(o !s Better at 6ee)!n< !n

tou(

ou(

!t( ot(ers;”

!t( ot(ers;”

Soure"from t(e Ba6 oer+

Sell!n

ell!n

< ,s a Wom an’s

,s a Wom an’s

/ame

ame

+

#8 Poerful Reasons W (

8 Poerful Reasons W(

y Wom en Can O utsell

Wom en Can Outsell

>ore4

ore4

.!tto4

!tto4



Can you )ass t(e Man you )ass t(e M



“SGu!ntSGu!nt

est”

;

a6e a )!ture of your e7eut!e team4

a6e a )!ture of your e7eut!e team4

Hol3 !t u) !n front of your fae an3 sGu!nt

ol3 !t u) !n front of your fae an3 sGu!nt

at !t4 .oes !t loo6 )retty mu( l!6e t(e

t !t4 .oes !t loo6 )retty mu( l!6e t(e

mar6et you sere;

ar6et you sere;

So+

o+

.oes t(e om)os!t!on of

oes t(e om)os!t!on of



your e7e team

our e7e team

1more or less5

1more or less5

mat( t(at mar6et )ortra!t;at( t(at mar6et )ortra!t;

1,’m

,’m

not

ot



ur<!n< GuotasQ , am tal6!n< aBout <eneral

r<!n< GuotasQ , am tal6!n< aBout <eneral

on<ruene Beteen mar6eton<ruene Beteen mar6et





sense45

ense45

I+

+

(e

(e

1Enormous5

Enormous5



A<!n< >ar6et<!n< >ar6et

##4

#4

1ol3 farts l!6e me5

ol3 farts l!6e me5

/ot

/ot

1all5

all5



Wee

t(e

(e

YYYYYYYYYYY

#"%8""&'

"%8""&'

#'$F'''F''''$F'''F'''



8'_8''_8'

"#@

"#@

XX

W(at 3o t(ese Is s)ell;

(at 3o t(ese Is s)ell;

O*ERLOOKE.

*ERLOOKE.



1

ENOR>OS

NOR>OS

5

OPPOR N, ?4

PPOR N, ?4



#"%8""&'

"%8""&'

SASA

:OO>ER:OO>ER



#

turns

urns

A/E

/E

%8

8

Eery

ery

SECON.S

SECON.S

=or t(e ne7t

or t(e ne7t

&''

?EARS

?EARS

SA 1Is are as e7treme !n most of

SA 1Is are as e7treme !n most of

t(e fully 3eelo)e3 orl35+

(e fully 3eelo)e3 orl35+

# :OO>ER :OO>ER

turns

turns

A/E %8/E %8

Eery

ery

SECON.S

SECON.S



=or t(e ne7t

or t(e ne7t

&' ?EARS

' ?EARS

4

1AN.N. t(e Boomerst(e Boomers

(ae t(e

ae t(e

>ONE?

ONE?

AN.N. t(et(e ,>E,>E toto

s)en3 !t45

)en3 !t45

SA

SA

T8'+8'+



#'$F'''F'''

'$F'''F'''

Ne7t #' years+

e7t #' years+

T8'+8'+

2#$F'''F'''

#$F'''F'''

#'$F'''F'''4

'$F'''F'''4

2#$ m!ll!on s4 2% m!ll!on4

#$ m!ll!on s4 2% m!ll!on4

HOW >CH >ORE O= ANOW >CH >ORE O= AN

,N* A ,ON .OES ONE

N* A ,ON .OES ONE



NEE.;

EE.;

>ore !t oul3 a))ear

ore !t oul3 a))ear

+-1

-1

;;;;;;;;;;;

;;;;;;;;;;



T8'_8'

8'_8'

8'_8'+

'_8'+

“PEOPLE RN,N/ 8'PEOPLE RN,N/ 8'



O.A? HA*E

O.A? HA*E

>ORE

ORE

HAN

HAN

HAL=

AL=

O=

O=

HE,R A.L L,=E

HE,R A.L L,=E

AHEA. O= HE>4”

HEA. O= HE>4” :!ll Noell!F 8'2+

,/N, ,N/ A RE*OL ,ON O RE,N*EN A>ER ,CA

T8'_8'+ (!s one really )ut t(!n<s !n

8'_8'+ (!s one really )ut t(!n<s !n

)ers)et!e for me4

ers)et!e for me4

PRO=ON.RO=ON.

4



Profoun3 CONSEJENCES4

rofoun3 CONSEJENCES4

1,t’s so oB!ous after t(e fatt(ou<( ,’3,t’s so oB!ous after t(e fatt(ou<( ,’3

neer seen !t la!3 out t(!s ay4 ,t floore3

eer seen !t la!3 out t(!s ay4 ,t floore3

meF s!lly as t(at may soun34 (ese 3ays t(e

eF s!lly as t(at may soun34 (ese 3ays t(e

o33s of )retty <oo3 (ealt( unt!l 8 or so are

33s of )retty <oo3 (ealt( unt!l 8 or so are

)retty (!<(4 So !f you f!<ure you <et arme3

retty (!<(4 So !f you f!<ure you <et arme3

u) at aBout &8F an3 t(en 6ee) steam!n’ ’t!l

) at aBout &8F an3 t(en 6ee) steam!n’ ’t!l

8 or soF !t !sF yesF aBout (alf-to-<o at 8'45

8 or soF !t !sF yesF aBout (alf-to-<o at 8'45



Aera<e I of ars )ur(ase3 )erera<e I of ars )ur(ase3 )er

1SA5 (ouse(ol3F “l!fet!me”+

1SA5 (ouse(ol3F “l!fet!me”+

Aera<e I of ars Bou<(t )er (ouse(ol3 after

era<e I of ars Bou<(t )er (ouse(ol3 after

t(e “(ea3 of (ouse(ol3”

t(e “(ea3 of (ouse(ol3”



#@@

TT

a<e 8'+<e 8'+

Soure+ >art! :arlettaF

oure+ >art! :arlettaF

Pr!me !me Women

r!me !me Women

Woul3n’t 6no !t Base3 on ar

oul3n’t 6no !t Base3 on ar

om)any Be(a!or4

om)any Be(a!or4



“

A<e



Poer

oer

’

!ll

!ll

rule t(e &#

ru le t(e &#

st

t

enturyF

enturyF

an3 e are oefully

n3 e are oefully

un)re)are34”n)re)are34”

Ken .y(tal3F

Ken .y(tal3F

A<e Poer

<e Poer

+ Ho t(e &#

Ho t(e &#

st

t

Century W !ll :e Rule3 By t(e Ne Ol3

Century W !ll :e Rule3 By t(e Ne Ol3

-%8-%8+ “NEWNEW



CS O>ERS O>ER

>A0OR, ?”

A0OR, ?”

Soure+

oure+

A<eless > ar6et!n<

<eless >ar6et!n<

F .a!3 Wolfe U RoBert Sny3er

.a!3 Wolfe U RoBert Sny3er

:oomer:u6sD

oomer:u6sD

:oomer turns 8'+ eery seon3s4

oomer turns 8'+ eery seon3s4

&''$+ maor!ty

''$+ maor!ty

of 4S4 (ouse(ol3s (ea3e3 By someone oer 8'4

f 4S4 (ouse(ol3s (ea3e3 By someone oer 8'4

&''%-&'#%+ 4S4 )o)ulat!on u) &&4$ m!ll!onQ &&4#

''%-&'#%+ 4S4 )o)ulat!on u) &&4$ m!ll!onQ &&4#

m!ll!on !n oer-8' <rou)4

!ll!on !n oer-8' <rou)4

&''%+ # !n 8 a3ults !s =F

''%+ # !n 8 a3ults !s =F

oer 8'4

er 8'4

Women Beteen 8'-' (o are s!n<le+

Women Beteen 8'-' (o are s!n<le+

@894894 A<e 8-8+ (!<(est aera<e !nomeF Y8$F '&#<e 8-8+ (!<(est aera<e !nomeF Y8$F '&#

1nat!onal aera<e !s Y&F&'$54

nat!onal aera<e !s Y&F&'$54

=AS ES /ROW,N/

AS ES /ROW,N/

,NCO>E CA E/OR?+ WO>ENF 88-%

NCO>E CA E/OR?+ WO>ENF 88-%

1X men !n same

1X men !n same



ate<ory54

ate<ory54

WomenF a<e %'-%+ 8'9 st!ll !n

omenF a<e %'-%+ 8'9 st!ll !n

or6fore4

or6fore4

H!<(est net ort(+ fam!l!esF 88-%

H!<(est net ort(+ fam!l!esF 88-%

1Y#&F'''54Y#&F'''54 Peo)le oer 8'+ '9 to $9 of alleo)le oer 8'+ '9 to $9 of all

f!nan!al assetsQ '9 of all sa!n<s aountsQ %&9

!nan!al assetsQ '9 of all sa!n<s aountsQ %&9

of all lar<e Wall Street asset aountsQ %%9 of YY

f all lar<e Wall Street asset aountsQ %%9 of YY

!neste3 !n t(e sto6 mar6et4

neste3 !n t(e sto6 mar6et4

A<e 8'2+ &$9 of

A<e 8'2+ &$9 of

)o)ulat!onF '9 of total onsumer s)en3!n<F 8'9 of

o)ulat!onF '9 of total onsumer s)en3!n<F 8'9 of

3!sret!onary s)en3!n<4!sret!onary s)en3!n<4 Ne7t & 3ea3es+e7t & 3ea3es+ :OO>ERSOO>ERS

W,LL ,NHER, Y# R,LL,ON-Y&8 R,LL,ON

,LL ,NHER, Y# R,LL,ON-Y&8 R,LL,ON

1“lar<est

1“lar<est

!nter<enerat!onal transfer of ealt( !n (!story”54

nter<enerat!onal transfer of ealt( !n (!story”54

>art(a :arlettaF

>art(a :arlettaF

Pr!me !me Women

r!me !me Women

8'2'2

Y

ealt( 1'95"

ealt( 1'95"

Y&

&

annual !nome

annual !nome

8'9'9

all 3!sret!onary s)en3!n<all 3!sret!onary s)en3!n<

$9

$9

on (omes

on (omes



'>

'>

re3!t ar3 users

re3!t ar3 users

#9 ne ars"9 lu7ury ars

#9 ne ars"9 lu7ury ars

Y%#': (ealt(are s)en3!n<"

%#': (ealt(are s)en3!n<"

9 )resr!)t!on 3ru<s

9 )resr!)t!on 3ru<s

89 of a3ert!s!n

9 of a3ert!s!n

< tar

tar

<ets

ts

Soure+ Ken .y(tal3F

oure+ Ken .y(tal3F

A<e Poer+ Ho t(e &#

<e Poer+ Ho t(e &#

st

t

Century W !l l :e Rule3 By t(e Ne Ol3

entury W !l l :e Rule3 By t(e Ne Ol3

88-% s &8-@8-% s &8-@

E4<4+

4<4+

Ne ars U tru6s+ &'9

e ars U tru6s+ &'9

more s)en3!n<4 >eals at full-

ore s)en3!n<4 >eals at full-

ser!e restaurants+ 2&$94er!e restaurants+ 2&$94

A!rfare+ 2@94 S)orts eGu!)ment+

!rfare+ 2@94 S)orts eGu!)ment+



2894 >otor!e3 rereat!onal

894 >otor!e3 rereat!onal

e(!les+ 2#'@94 W!ne+ ##@94

e(!les+ 2#'@94 W!ne+ ##@94

>a!ntenaneF re)a!rs an3 (ome

a!ntenaneF re)a!rs an3 (ome

!nsurane+ 2#&94 *aat!on

nsurane+ 2#&94 *aat!on

(omes+ 2&894 House6ee)!n< U

omes+ 2&894 House6ee)!n< U

yar3 ser!es+ 2&8'9 to 28''94ar3 ser!es+ 2&8'9 to 28''94



Pr!me !me Women

r!me !me Women

=AC S4

AC S4

4



=AC SAC S

=AC S4

AC S4

>ORE =AC S4

ORE =AC S4



X

X

“,n &''$F (ouse(ol3s (ea3e3 By

n &''$F (ouse(ol3s (ea3e3 By

a3ults a<es

3ults a<es

%8 an3 ol3er

8 an3 ol3er

444 (a3

444 (a3

t!mes!mes

as

as



mu( net ealt( as t(e ty)!al

u( net ealt( as t(e ty)!al

(ouse(ol3 (ea3e3 By som eoneouse(ol3 (ea3e3 By som eone

un3er @8

n3er @8

years

ars

of a<e4 ,n #$F

of a<e 4 ,n #$F

t(!s (a3 Been a less lo)s!3e3

(!s (a3 Been a less lo)s!3e3

#'-to-# rat!o4”'-to-# rat!o4”

Soure+ Pe Resear("#'4##

oure+ Pe Resear("#'4##

“House(ol3s (ea3e3 By som eoneouse(ol3s (ea3e3 By som eone

' or ol3er enoy $#9 of our

' or ol3er enoy $#9 of our

)o)u lat!on’s net ort( 4 M (e

o)ulat!on’s net ort(4 M (e

mature m ar6et !s t(e 3om!nantature m ar6et !s t(e 3om !nant

mar6et !n t(e 4S4 eonom yF

ar6et !n t(e 4S4 eonom yF



ma6!n

a6!n

< t(e ma

t(e ma

or!t

r!t

y

of e7

f e7

)en3!tures !n

n3!tures !n

!rtuall

!rtuall

y eer

er

y

ateate <orr y4”4”

Carol >or<an U .oran LeyF

Carol >or<an U .oran LeyF

>ar6et!n< to t(e >!n3set of :oom ers an3 (e!r El3ers

ar6et!n< to t(e >!n3set of :oom ers an3 (e!r El3ers

!!



!!



882 T 88-

82 T 88-

=orrester Resear(+

orrester Resear(+

“A<e 88-)lus

A<e 88-)lus

are

re

more at!e !n onl!ne f!naneF

ore at!e !n onl!ne f!naneF

s(o

(o

))

)

!n

n

< an3 enterta!nment t(an

an3 enterta!nment t(an

t(ose un3er 88

(ose un3er 88

4”

”

?es

es

e

e

are

are

!!



1Cars T8'5

Cars T8'5



"#@"#@

XX

1YYY %82F @8-5

YYY %82F @8-5

88282

T

88-8-

1WeB YYY5

WeB YYY5

Poerful4

oerful4



SA #$$%-&''

SA #$$%-&''

H!<(est!<(est

raterate

entre)reneur!al at!!ty

ntre)reneur!al at!!ty



1f!rms foun3e35+

f!rms foun3e35+

A<es<es

88-%8-%

Loestoest

rate+ A<esrate+ A<es

&'-@'-@

Soure+ .ane Stan<lerF Kauffman =oun3at!on 1

oure+ .ane Stan<lerF Kauffman =oun3at!on 1

Eonom!st

onom!st

5

?es

es

e

e

3o

3o

!!



“:aB

aB

y-Boomer

Boomer

Womenomen + (e (e



Seetest of

Seetest of

Seet S)ots for

eet S)ots for

>ar6eters”ar6eters”

.a!3 Wolfe an3 RoBert Sny3erF

.a!3 Wolfe an3 RoBert Sny3erF

A<eless >ar6et!n<

<eless >ar6et!n<



Women

omen

2

:oomer-a<e

:oomer-a<e



]

YYYYYYYYYYYYYYYYY

>ar6eters’ attem)ts at rea(!n<

ar6eters’ attem)ts at rea(!n<

t(ose oer 8' (ae Been m !seraBly(ose oer 8' (ae Been m !seraB ly

unsuessful 4

nsuessful 4

No

o

mar6et’sar6et’s



mot!at!ons an3

ot!at!ons an3

nee3s are soee3s are so

)oorl

oorl

y

un3erstoo3

n3erstoo3

4”

”

Peter =ranese foun3!n uBl!s(er

eter =raneseF foun3!n< )uBl!s(erF

Am er!an .emo ra (!s

mer!an .emo<ra)(!s

“=!fty-four years of a<e

(as Been t(e (!<(est utoff

)o!nt for any m ar6et!n<

!n!t!at!e ,’e eer Been

!nole3 !n4 W (!( !s )retty



e!r3 (en you ons!3er

a<e 8' !s r!<(t aBout (en

)eo)le (o (ae or6e3 all

t(e!r l!es star t to (ae

some m oney to s)en34”

>art(a

:arlettaF

Pr!me !me Women

“One )art !ularly )ul!n< ate<ory of yout(-ne )art!ularly )ul!n< ate<ory of yout(-

oBsess!on !s t(e (!<(ly oete3 tar<et of m en

Bsess!on !s t(e (!<(ly oete3 tar<et of men

#-@F an3 !t ’s alays re ferre3 to as (!<(ly

-@F an3 !t ’s alays referre3 to as (!<(ly

oete3 ate<or y4’ >ar6eters (ae Been

oete3 ate<ory4’ >ar6eters (ae Been

3!strate3 By men a<e #-@ Beause t(ey!strate3 By men a<e #-@ Beause t(ey

are <ett!n< (ar3er to rea(4 So (at;

re <ett!n< (ar3er to rea(4 So (at; W(o

ants to rea( t(em;

:eyon3 fast foo3 an3

:eyon3 fast foo3 an3



BeerF t(ey 3on’t Buy mu( of anyt(!n<4 M (e

eerF t(ey 3on’t Buy mu( of anyt(!n<4 M (e

t(eory !s t(at !f you <et t(em (!le t(ey’re

(eory !s t(at !f you <et t(em (!le t(ey’re

youn<F t(ey’re yours for l !fe4 ’

oun< F t(ey’re yours for l !fe4 ’

WHA

NONSENSED”

>art(a :arlettaF

>art(a :arlettaF

Pr!me !me Women

r!me !me Wom en

“ (e Ne Customer(e Ne Customer

>aor!ty !s t(e M

aor!ty !s t(e M

ONL?NL?

M a3ultM a3ult

mar6et !t( real!st!

ar6et !t( real!st!



)ros)ets for s!<n !f!ant

ros)ets for s!<n!f!ant

sales <ro t( !n 3oensales <ro t( !n 3oens

of )ro3ut l !nes for

f )ro3ut l!nes for

t(ousan3s of(ousan3s of

om)an!es4”

om)an!es4”

.a!3 Wolfe U RoBert Sny3erF

.a!3 Wolfe U RoBert Sny3erF

A<eless >ar6et!n<

<eless >ar6et!n<

, starte3 to r!te for t(!s ommentary t(ese

starte3 to r!te for t(!s ommentary t(ese

to or3s+ “a 3!s<rae4”

o or3s+ “a 3!s<rae4”

(en , (an<e3 my m!n34 ,nstea3F one or3

(en , (an<e3 my m!n34 ,nstea3F one or3

!ll suff!e+

!ll suff!e+



S P,. P,.

4

SASA

T8'+ #'$F'''F'''

8'+ #'$F'''F'''

Ne7t #' years+

e7t #' years+

T8'+ 2#$F'''F'''8'+ 2#$F'''F'''

#-$+ 2%F'''F'''

-$+ 2%F'''F'''



1T8'+ '9 of a3ults"T8'+ '9 of a3ults"

8'9 s)en3!n<"

'9 s)en3!n<"

#''9

mar6et!n<mar6et!n<

Bu3<ets5

u3<ets5

T8'

8'

8'9

'9

s)en3!n<

)en3!n<



#''9

mar6et!n<

ar6et!n<

Bu3<etsu3<ets



#'9 ]'9 ]

S P,. P,.!!

S!ler!ler



sunam!sunam!!!

!!



LO*E ,O*E ,

!!

NOO

+ “ ar<et

“ ar<et

>ar6et!n<”ar6et!n<”



?ES

ES

+

“ ar<etar<et

,nnoat!on

nnoat!on

” U “ ar<et

U “ ar<et

.el!erel!ery Systemstems”

NO

O

)r!mar!ly aBout “mar6et!n< to

)r!mar!ly aBout “mar6et!n< to

Boomers4”oomers4”

,NS EA.

NS EA.

+ o)-to-Bottom

o)-to-Bottom



)ro3ut"ser!e strate<y ret(!n64

ro3ut"ser!e strate<y ret(!n64

We are t(e

e are t(e

Auss!es U K!!s U

uss!es U K!!s U

Am er!ans U

mer!ans U

Cana3!ans

ana3!ans

4 We are t(e

We are t(e

Western Euro)eans

estern Euro)eans

U

U

0a)anesea)anese

4 We are t(eWe are t(e

fastest <ro !n<astest <ro!n<

F

t(e

t(e

B!<<est

!<<est

F t(e

t(e

ealt(!est

ealt(!est

F t(e

t(e

Bol3est

ol3est

F t(e most 1yes5

t(e most 1yes5

amB!t!ou

mB!t!ou

sF

F

t(e most

t(e most

e7)er!mental U

7)er!mental U

e7)loratory

7)loratory

F t(e most

t(e most

3!fferent

!fferent

F t(e most

t(e most

!n3ul<ent

n3ul<ent

F

t(e mostt(e most

3!ff!ult U!ff!ult U

3eman3!n<eman3!n<

F t(e mostt(e most

ser!eer!e

U e7)er!ene oBsesse3

e7)er!ene oBsesse3

F t(e most

t(e most

!<orous

!<orous

F 1t(e

1t(e

least

east

!<orousF5 t(e most

!<orousF5 t(e most

(ealt( ons!ous

ealt( ons!ous

F t(e

t(e

most

ost

female

emale

F t(e most )rofoun3ly !m)ortant

t(e most )rofoun3ly !m)ortant



ommer!al mar6et !n t(e (!story of t(e orl3an3

ommer!al mar6et !n t(e (!story of t(e orl3an3

e !ll Be t(e Centere !ll Be t(e Center

of

f

your un!erse for

ur un!erse for

t(e ne7t tent(e ne7t tent y-f!ef!e

years

ars

4

We (ae arr!e3D

e (ae arr!e3D

o an aston!s(!n< 3e<reeF

o an aston!s(!n< 3e<reeF

1

anot(ernot(er

5 1alon< !t( t(e

1alon< !t( t(e

omen’s mar6et5

omen’s mar6et5

1

enormous

normous

5 1

1

lar<ely

ar<ely



!<nore3<nore3

5 o))ortun!ty4 o))ortun!ty4

SuBet+ >ar6eters U Stu)!3!ty

uBet+ >ar6eters U Stu)!3!ty

“

, ’S #- ’S #-



FF

S P,.D” P,.D”

SuBet+ >ar6eters U Stu)!3!ty

uBet+ >ar6eters U Stu)!3!ty

Or !s !t+

“

#-



,S

S P,.F

S P,.D”

I++ Ser!esSer!es

1Of Eery Cone!aBle

Of Eery Cone!aBle



=laor5

laor5

A33e3

33e3

##44#

#44#

*alue-A33e3

alue-A33e3

on Stero!3s+ (e

on Stero!3s+ (e



1ENOR>OS5

ENOR>OS5

1:,J, OS5

:,J, OS5

“Ser!es A33e3”

Ser!es A33e3”

O))ortun!ty

))ortun!ty

“Rolls-Royeolls-Roye

no earnsno earns

>OREORE

from tas6srom tas6s

su( as m ana<!n< l!ents’

u( as m ana<!n< l!ents’



oerall )rourem ent

erall )rourem ent

strate< !es an3

trate<!es an3

ma!nta!n!n< aeros)ae

a!nta!n!n< aeros)ae

en<!nes !t sells t(an !tn< !nes !t sells t(an !t

3oes from m a6!n< t(em4”

oes from m a6!n< t(em4”

Eonom!st

onom!st

En<!nesto en<!ne

n<!nesto en<!ne

an3

n3

a!rraft ser!es4

a!rraft ser!es4

OrF )er(a)sF a!rraft ser!es an3F u(F

rF )er(a)sF a!rraft ser!es an3F u(F

en<!nes too;

n<!nes too;

1=?,+ ,n my !eF t(!sF es)e!ally r!t lar<eF !s

=?,+ ,n my !eF t(!sF es)e!ally r!t lar<eF !s



)retty 3amne3 e7traor3!nary

retty 3amne3 e7traor3!nary!!5

“?ou are (ea3e3

ou are (ea3e3

for omm o3!ty

or om m o3!ty



(ell !f you 3on’t

ell !f you 3on’t

(ae ser !es4”

ae ser !es4”

Lou /erstnerF (en CEOF on ,:>’s ser!es

Lou /erstnerF (en CEOF on ,:>’s ser!es

reolut!oneolut!on

,::

>

to

o



,

:

>

,n t(e #$$'sF !t( !ts ol3 Bus!nesses

n t(e #$$'sF !t( !ts ol3 Bus!nesses

!n retreatF ,:> Be<an a ra)!3 U

n retreatF ,:> Be<an a ra)!3 U

ra3!al transformat!on from (ar3area3!al transformat!on from (ar3are

to ser!es4

o ser!es4



“Neer m!n3

eer m!n3

om)uters an3 te(

om)uters an3 te(

ser!es4 ,:>’s ra3!aler!es4 ,:>’s ra3!al

ne fous !s

e fous !s



on ream)!n<on ream)!n<

ustomers’ o)erat!ons

ustomers’ o)erat!ons

an3 runn!n< t(em4”

an3 runn!n< t(em4”

Hea3l!ne"

Hea3l!ne"

:us!nessWee6

us!nessWee6

Planetar

lanetar

y Ra!nma6er

a!nma6er

-!n

n

-C(!ef

(!ef

D

“

=ormer

=ormer

CEO Sam Palm !sano’s

CEO Sam Palm !sano’s

strate<y !s to e7)an3 te( ’s

trate< y !s to e7)an3 te( ’s

Bor3ers By )us(!n< usersor3ers By )us(!n< users

an3 ent!re !n3ustr!es

n3 ent!re !n3ustr!es



toar3

oar3

ra3!all

a3!all

y 3!fferent

!fferent

Bus!nessus!ness m o3elso3els 4

(e )ayoff for

(e )ayoff for

,:> oul3 Be aess to an oean of

:> oul3 Be aess to an oean of

reenue Palm!sano est!mates !t at

eenuePalm!sano est!mates !t at

Y8''

''

B!ll!on!ll!on a yy earar

t(at te(nolo<yt(at te(nolo<y

om )an!es (ae neer

om )an!es (ae neer

Been aBle to tou(4”

een aBle to tou(4”

=ortune

ortune



Y8':

8':

,

:

>

/loBal Ser!es"

/loBal Ser!es"

“Systems !nte<rator of (o!e”

Systems !nte<rator of (o!e”

,:> as t(e )oster (!l3 of t(!s “moement4” ,n t(e

:> as t(e )oster (!l3 of t(!s “moement4” ,n t(e

early ’$'sF ne CEO Lou /erstner as or3ere3 By t(early ’$'sF ne CEO Lou /erstner as or3ere3 By t(e

Boar3 to Brea6 u) t(e om)any4 :efore om)ly!n<F (e

oar3 to Brea6 u) t(e om)any4 :efore om)ly!n<F (e

ma3e a roun3-t(e-orl3 ustomer tour4 He 3!soere3

a3e a roun3-t(e-orl3 ustomer tour4 He 3!soere3

t(at (!s ustomers ere not By an3 lar<e 3!ssat!sf!e3

(at (!s ustomers ere not By an3 lar<e 3!ssat!sf!e3

!t( ,:>’s

!t( ,:>’s

)ro3uts

ro3uts

t(e

(e

y ere u

ere u

)set t(at t(e!r ast

et t(at t(e!r ast

arra

rra

y of ,:>

of ,:>

)ro3uts (a3 not Been !nte

o3uts (a3 not Been !nte

<rate3 !n a

ate3 !n a

a

a

y t(at alloe3 t(e l!ent to a(!ee

t(at alloe3 t(e l!ent to a(!ee

)rom!se3

om!se3

enter

nter

)r!se-!3e <a!ns !n Bu s!ness effet!eness

!se-!3e <a!ns !n Bus!ness effet!eness

4

/erstner foun3 a small e7tant onsult!n< un!tan3

erstner foun3 a small e7tant onsult!n< un!tan3



reast !t as

east !t as

,:> /loBal Ser!es

:> /loBal Ser!es

Q !ts <oal

!ts <oal

as to use ,:>’s manufature3 tools to enaBle no lessas to use ,:>’s manufature3 tools to enaBle no less

t(an total enter)r!se transformat!on4 ,n sur)r!s!n<ly

(an total enter)r!se transformat!on4 ,n sur)r!s!n<ly

s(ort or3erF /loBal Ser!es Beame t(e 3o< t(at a<s

(ort or3erF /loBal Ser!es Beame t(e 3o< t(at a<s

t(e ta!la

(e ta!la

Y8' B!ll!on22

8' B!ll!on22

un!tF essent!ally t(e

un!tF essent!ally t(e

orl3’s lar<est onsultanyF t(at !n3ee3 ass!sts re-

orl3’s lar<est onsultanyF t(at !n3ee3 ass!sts re-

!ma<!n!n<"re-!nent!n<"re-)os!t!on!n< t(e!r ent!re f!rmDma<!n!n<"re-!nent!n<"re-)os!t!on!n< t(e!r ent!re f!rmD

1As to t(e

As to t(e

,

:

>

on t(e sl!3et(e “>”"ma(!ne !s no

on t(e sl!3et(e “>”"ma(!ne !s no

more or less seon3ary45

ore or less seon3ary45

P

S

to

o



PP

S

W(at Can(at Can

ron .o



:ron .o

for ?ou;

for ?ou;

Soure+ uB!Gu!tous PS a3 am)a!<n

oure+ uB!Gu!tous PS a3 am)a!<n

“Ho an e (el) your

o an e (el) your

Bus!ness !m)roe;”

us!ness !m)roe;”

rat(er

rat(er

t(anF “We’ll <et your )arels from(anF “We’ll <et your )arels from

Po!nt A to Po!nt : !t( no muss an3

o!nt A to Po!nt : !t( no muss an3

fuss4”

uss4”



“,t’s all aBout

t’s all aBout

solut!onsolut!ons

4 We tal6 !t(We tal6 !t(

ustom ers aBout (o to

ustom ers aBout (o to



run BetterF stron<erF

un BetterF stron<erF

(ea)er su))ly (a!ns4 We(ea)er su))ly (a!ns4 We

(ae #F''' en<!neers (o

ae #F''' en< !neers (o

or6 !t( ustomers M”or6 !t( ustom ers M”

:oB StoffelF PS sen!or e7e

:oB StoffelF PS sen!or e7e

“

:!< :ron’s Ne :a< + PS!< :ron’s Ne :a<+ P S

A!ms to :e t(e raff !

!m s to :e t(e raff !

> ana<er for Cor)orate

ana<er for Cor)orate

Amer!a”mer!a”

Hea3l!ne"

Hea3l!ne"

:W

W

“PS ants to ta6e oer t(e

PS ants to ta6e oer t(e



seet s)ot !n t(e en3lesseet s)ot !n t(e en3 less

loo) of <oo3sF !nform at!on

oo) of <oo3sF !nform at!on

an3 a)!tal t(at all t(e

n3 a)!tal t(at all t(e

)a6a<esa6a<es

!t moes

!t moes

re)resent4”re)resent4”

eom)any4om

om)any4om

“PS use3 to Be a tru6!n<

PS use3 to Be a tru6!n<

om )any !t( te(nolo<y4

om)any !t( te(nolo<y4

No !t’so !t’s



a te(nolo te(nolo<yy

om

om

)an

n

y !t(

!t(

tru6sru6s 4””

=orBes

orBes

/rot( 3r!er fl!)s+ =rom )a6a<es 1

rot( 3r!er fl!)s+ =rom )a6a<es 1

“P”

P”

5 to

to

!nte<rate3 lo<!st!s"su))ly (a!n ser!es

nte<rate3 lo<!st!s"su))ly (a!n ser!es



1

“S”S”

5 !nlu3!n< to Be sureF some

!nlu3!n< to Be sureF some

non-tr!!al s(are of t(e t!meF )(ys!al

on-tr!!al s(are of t(e t!meF )(ys!al

3el!ery4

el!ery4

PS ]

PS ]

n!te3

!te3

P

roBlemoBlem



S

olers

lers

Not attem)te3 leerness on my )art4

ot attem)te3 leerness on my )art4

An off!!aln off!!al PP

S

ser!eser!e

mar64

ar64



“ HE /,AN S ALK,N/ :,/ O,L+

HE /,AN S ALK,N/ :,/ O,L+

Ho

o

S(lumBer

(lumBer

<er

r

,s Rer!t!n< t(e Rules of t(es Rer!t!n< t(e Rules of t(e

Ener<y /ame4”+

ner<y /ame4”+

“,P> ,nte<rate3

,P> ,nte<rate3



Proet >ana<ement strays from

roet >ana<ement strays from

S(lumBer<er’s tra3!t!onal roleS(lumBer<er’s tra3!t!onal role

as a ser!e )ro!3er an3 moes

s a ser!e )ro!3er an3 moes

3ee)er !nto areas one

ee)er !nto areas one

3om!nate3 By t(e maors4”om!nate3 By t(e maors4”

Soure+

oure+

:us!nessWee6

us!nessWee6

,P>’s C(!ef+

P>’s C(!ef+

“We’ll 3o

We’ll 3o

ust aBout anyt(!n<ust aBout anyt(!n<

an o!lf!el3 oner

n o !lf !el3 oner



oul3 antF fromoul3 antF from

3r!ll!n< to

r!ll!n< to

)ro3ut!on4”ro3ut!on4”

A &'' :us!nessWee 6 oer story !nforme3 us t(at S(lumBer<er may ell ta6e oer t(e orl3+

“THE /,ANT STALK,N/ :,/ O,L+ Ho S(lumBer<er ,s Rer!t!n< t(e Rules of t(e Ener<y /ame4” ,ns(ortF S(lumBer<er 6nos (o to reate an3 run o!lf!el3sF any(ereF from 3r!ll!n< to full-sale

)ro3ut!on to 3!str!But!on4 An3 t(e nu<<et !s (ar3oreF relat!ely smallF te(n!ally aom)l!s(e3F

(!<(ly autonomous teams4 As C(!na an3 Russ!aF amon< ot(ersF ma6e t(e!r moe !n ener<yF state

run om)an!es are el!)s!n< t(e maor !n3e)en3ents4 1C(!na’s state o!l om)any ust sur)asse3

E77on !n mar6et alue45 At t(e enter of !t allF aBett!n< t(ese

ne )layers (o are e3<!n< out t(e E77ons an3

:PsF t(e K!n<s of Lar<e-saleF Lon<-term Pro

et

>ana<ement ear S(lumBer<er oeralls4 At t(e enter

of t(e enter of t(e S(lumBer<er “em)!re” !s a relat!ely nely onf!<ure3 outf!tF rem!n!sent of

,:>’s /loBal Ser!es an3 PS’ !nte<rate3 lo<!st!s’ e7)erts an3 een :est :uy’s no uB!Gu!tous

T(e S(lumBer<er ers!on of ,:> /loBal



“/ee6 SGua3s4” T(e S(lumBer<er ers!on of ,:> /loBal

Ser!es !s s!m)ly alle3 ,P>F for ,nte<rate3Proet >ana<ement4 ,t l!es !n a non3esr!)t

Bu!l3!n< near /at!6 A!r)ortF an3 !ts (!ef says

!t !ll 3o “ust aBout anyt(!n< an o!lf!el3 oner

oul3 antF from 3r!ll!n< to )ro3ut!on4” T(at !sF as:us!nessWee6 )ut !tF “W,P>X strays from WS(lumBer<er’sX tra3!t!onal role as a ser!e )ro!3er

an3 moes 3ee)er !nto areas one 3om!nate3 By t(e maors4” 1>y ol3 )al as solo on remote

offs(ore )latforms !nter)ret!n< <eo)(ys!al lo<s an3 t(e l!6e45

O!l-f!el3 ser!es su)erstar S(lumBer<er

!l-f!el3 ser!es su)erstar S(lumBer<er

<oes t(e PS",:> route!t( a en<eane4

oes t(e PS",:> route!t( a en<eane4

,t’ll mana<e t(e (ole s(eBan<4t’ll mana<e t(e (ole s(eBan<4



>asterCar3asterCar3



A3!sors3!sors

>aster Car3’s onsultany ants to run

aster Car3’s onsultany ants to run

suBstant!al )ort!ons ofF sayF Ban6ers’ Ba6

uBstant!al )ort!ons ofF sayF Ban6ers’ Ba6

off!e at!!tyan3 !n t(e )roess aBet no

ff!e at!!tyan3 !n t(e )roess aBet no

less t(an o)erat!onal transformat!on4 Notess t(an o)erat!onal transformat!on4 Not

unl!6e ,:>F to) >asterCar3 e7es an

nl!6e ,:>F to) >asterCar3 e7es an

!ma<!ne “A3!sors” Beom!n< )r!mus !nter

ma<!ne “A3!sors” Beom!n< )r!mus !nter

)ares4

ares4



C"Ot!s 2 C"Carr!er+

C"Ot!s 2 C"Carr!er+

Bo7es to Mo7es to M



“!nte<rate3

!nte<rate3

Bu!l3!n< system s”

u!l3!n< system s”

eleatorsF a!r on3!t!oners

eleatorsF a!r on3!t!oners

Ot!s an3 Carr!ereleators an3 a!r

t!s an3 Carr!ereleators an3 a!r

on3!t!on!n<<o t(e same route4

on3!t!on!n<<o t(e same route4

1 (ere !s l!terally M

(ere !s l!terally M

NO

O

L,>,

,>,

M

M

to t(!s )(enomenon45

o t(!s )(enomenon45



,4 LAN ,nstallat!on Co4 1@9 loal mar6et

s(are5

,,4 /ee6 SGua34

1@'9 loal mar6et s(are !t( name (an<e45

,,,4 AGu!re3 By :est :uy4



,*4

=LA/SH,P O= :ES :?’s

LA/SH,P O= :ES :?’s

WHOLESALE “SOL ,ONS”

WHOLESALE “SOL ,ONS”

S RA E/? >AKEO*ER4 S RA E/? >AKEO*ER4

(e loal 1/reater >!nnea)ol!s5 LAN(e loal 1/reater >!nnea)ol!s5 LAN

,nstallat!on Co4 (a3 a @9 mar6et s(are !n

nstallat!on Co4 (a3 a @9 mar6et s(are !n

!ts area of Bus!ness4 Hel)e3 By t(e

ts area of Bus!ness4 Hel)e3 By t(e

“e7)er!ene mar6et!n<” <urusF 0oe P!ne

e7)er!ene mar6et!n<” <urusF 0oe P!ne

an3 0!m /!lmourF LAN (an<e3 !ts name ton3 0!m /!lmourF LAN (an<e3 !ts name to

“ (e /ee6 SGua3”an3 at(e3 mar6et

(e /ee6 SGua3”an3 at(e3 mar6et

s(are soar to @'94 ,t also Be<an to 3o

(are soar to @'94 ,t also Be<an to 3o

some or6 for >!nnea)ol!s-Base3

ome or6 for >!nnea)ol!s-Base3



eletron!s reta!ler

letron!s reta!ler

:est :uy4

est :uy4

Eentually <!ant :est :uy Bou<(t t(e

entually <!ant :est :uy Bou<(t t(e

/ee6 SGua3an3 ma3e t(e /S’s

ee6 SGua3an3 ma3e t(e /S’s

“ustom er suess”ustom er suess”

)(!loso)(y t(e e)!enter of :est :uy’s

(!loso)(y t(e e)!enter of :est :uy’s

oerall mar6et os!t!on!n 4

erall mar6et )os!t!on!n<4

,.EO’s Pro<ress!on

.EO’s Pro<ress!on

Pro3ut .es!<nro3ut .es!<n

too

Pro3ut .es!<n ra!n!n<

ro3ut .es!<n ra!n!n<

to

o



Cor)orate ,nnoat!on"or)orate ,nnoat!on"

Culture

ulture

ra!n!n<"Consult!n<ra!n!n<"Consult!n<

,.EO !s a lot smaller t(an ,:>4 :ut t(e

.EO !s a lot smaller t(an ,:>4 :ut t(e

)ro<ress!on (as Been aBout t(e sameat t(e

ro<ress!on (as Been aBout t(e sameat t(e

same t!me4 enty years a<o ,.EO sat ato) or

ame t!me4 enty years a<o ,.EO sat ato) or

near t(e to) of t(e l!st of )ro3ut 3es!<n f!rms4

ear t(e to) of t(e l!st of )ro3ut 3es!<n f!rms4

(e!r !ssue as not a Bus!ness )roBlemBut

(e!r !ssue as not a Bus!ness )roBlemBut

res)on3!n< to ont!nue3 reGuests By l!ents toes)on3!n< to ont!nue3 reGuests By l!ents to

tea( t(em

ea( t(em

“ (e ,.EO Way”

(e ,.EO Way”

of

of

3es!<n4 ,.EO 3!3 ust t(at4 :ut as t(e!r l!ents

es!<n4 ,.EO 3!3 ust t(at4 :ut as t(e!r l!ents

!ee3 ,.EO’s str!n< of suessesF t(ey Beame





!ntereste3 !n yet a (!<(er or3er !ssue,.EO’sntereste3 !n yet a (!<(er or3er !ssue,.EO’s

a))roa( to !nnoat!n< )er se4

))roa( to !nnoat!n< )er se4

Ne7t t(!n< you 6neF ,.EO as “3o!n< an ,:>”

e7t t(!n< you 6neF ,.EO as “3o!n< an ,:>”

system! or6 !t( <!ant enter)r!ses on t(e

ystem! or6 !t( <!ant enter)r!ses on t(e

oerall )roess of !nnoat!on4

erall )roess of !nnoat!on4

J4E4.4

4E4.4

Era I#"OB!ous *alue

ra I#"OB!ous *alue

+ “Our !t’ or6sF

“Our !t’ or6sF

!s 3el!ere3 on t!me” 1“Close t(es 3el!ere3 on t!me” 1“Close t(e

sale”5

ale”5

Era I&"Au<mente3 *alue

ra I&"Au<mente3 *alue

+ “Ho our

Ho our

!t’ an a33 aluea useful !t’ ”

!t’ an a33 aluea useful !t’ ”

1“Sole”5

“Sole”5



Era I@"Com)le7 *alue Netor6s

ra I@"Com)le7 *alue Netor6s

+ “Ho

Ho

our system’ an (an<e you an3

ur system’ an (an<e you an3

3el!er

el!er

:S,NESS

:S,NESS

A.*AN A/E’

.*AN A/E’

” 1“Culture-Strate<!

1“Culture-Strate<!

(an<e”5

(an<e”5

Soure+ 0eff (ullF

oure+ 0eff (ullF

(e Pr!me Solut!on+ Close t(e *alue /a)F

(e P r!me Solut!on+ Close t(e *alue /a)F

“ (e Bus!ness of sell !n< !s not ust aBout mat(!n<(e Bus!ness of sell !n< !s not ust aBout m at(!n<

!aBle solut!ons to t(e ustom ers t(at reGu!re

!aBle solut!ons to t(e ustome rs t(at reGu!re

t(em4

(em4

,t’s eGually aBout

t’s eGually aBout

mana< !n< t(e (an<e

ana< !n< t(e (an<e

)roess t(e ustomer !ll

roess t(e ustomer !ll

nee3 to <o t(rou<( to

ee3 to <o t(rou<( to



!m )lement t(e solut!on an3

m )lem ent t(e solut!on an3

a(!ee t(e alue )rom !se3

(!ee t(e alue )rom !se3

By t(e solut!on 4

y t(e solut!on 4

One of t(e 6ey

ne of t(e 6ey

3!fferent!ators of our )os!t!on !n t(e m ar6et !s our

!fferent!ators of our )os!t!on !n t(e mar6et !s our

attent!on to mana<!n< (an<e an3 m a6!n< (an<ettent!on to mana<!n< (an<e an3 m a6!n< (an<e

st!6 !n o ur ustom ers’ or<an!at!on4”

t!6 !n our ustomers’ or<an!at!on4”

0eff (ullF

0eff (ullF

(e Pr!me Solut!on+ Close t(e *alue /a)F ,nrease >ar<!nsF an3 W !n t(e Com)le7 Sale

(e Pr!me Solut!on+ Close t(e *alue /a)F ,nrease >ar<!nsF an3 W !n t(e Com)le7 Sale

Waaaaaaaaaaa

aaaaaaaaaa

y Beyon3 t(e (ar3

Beyon3 t(e (ar3

)ro3utan3 een t(e ser!e4

ro3utan3 een t(e ser!e4

Sell!n< M suessFell!n< M suessF

re)os!t!on!n<F

e)os!t!on!n<F

an3

n3



ass!st!n< !n !m)lement!n<

ss!st!n< !n !m)lement!n<

t(e ulture (an<e

(e ulture (an<e

neessary to su))ort !t an3

eessary to su))ort !t an3

lo6 !t !n4

o6 !t !n4

##44&

#44&

n!ersal *alue A33e3+


(e

(e

PS=

S=

Solut!on

Solut!on



1or Bust5

or Bust5

(e Profess!onal Ser !e =!rm 8'+ =!fty Ways to(e Profess!onal Ser !e =!rm8 '+ =!fty Ways to

ransform ?our “.e)artm ent” !nto a Profess!onal

ransform ?our “.e)artm ent” !nto a Profess!onal

Ser!e =!rm W (ose ra3emar6 s Are Pass!on an3

er!e =!rm W (ose ra3emar6 s Are Pass!on an3

,nnoat!onD

nnoat!onD



Anot(er ay to loo6 at “all t(!s” !s t(at

not(er ay to loo6 at “all t(!s” !s t(at

t(e or<an!at!ons 3esr!Be3

(e or<an!at!ons 3esr!Be3

!mme3!ately aBoe 1,:>F PSF Rolls-

mme3!ately aBoe 1,:>F PSF Rolls-

Roye5 are Beom!n<Ba6 to t(e

oye5 are Beom!n<Ba6 to t(e

future)rofess!onal ser!es f!rms4

uture)rofess!onal ser!es f!rms4

, f!rst rote aBout t(!s !n #$$$F

f!rst rote aBout t(!s !n #$$$F

u<<est!n<F at t(e m!ro-leelF t(at any



su<<est!n<F at t(e m!ro-leelF t(at any

“3e)artment” a!m!n< to sur!e t(e3e)artment” a!m!n< to sur!e t(e

om!n< tumult must Beome a full-

om!n< tumult must Beome a full-

fle3<e3 no-Baloney )rofess!onal

le3<e3 no-Baloney )rofess!onal

ser!es f!rm !n )ursu!t of M

er!es f!rm !n )ursu!t of M

measuraBleF )rof!taBle alue a33e3easuraB leF )rof!taBle alue a33e3

4

E4<4F M

4<4F M

ra!n!n< ,n4

ra!n!n< ,n4

F

F

a #-

#-

)erson “Bus!ness un!t” !n a 8'-

erson “Bus!ness un!t” !n a 8'-

)erson HR 3e)artment !n aerson HR 3e)artment !n a

Y&''> 3!!s!on !n a Y@:

&''> 3!!s!on !n a Y@:

or)orat!ona!m!n< for

or)orat!ona!m!n< for



E7ellene U WOW U7ellene U WOW U

ransformat!onal Cl!ent Su))ortD

ransformat!onal Cl!ent Su))ortD

PS=S=

"

Profess!onal Ser!e =!rm 1See my M

Profess!onal Ser!e =!rm 1See my M

Profess!onal Ser !e =!rm 8'+ =!fty Ways to ransform

rofess!onal Ser !e =!rm 8'+ =!fty Ways to ransform

?our “.e)artm ent” ,nto A Profess!onal Ser!e =!rm

our “.e)artm ent” ,nto A Profess!onal Ser!e =!rm

W (ose ra3emar6s Are Pass!on an3 ,nnoat!on4

(ose ra3emar6s Are Pass!on an3 ,nnoat!on4

5

(e e7tant “tra!n!n< 3e)artment”

(e e7tant “tra!n!n< 3e)artment”

1a!m!n<

a!m!n<

to sur!eF !ra &'#%F !n t(e fae of outsour!n<F

o sur!eF !ra &'#%F !n t(e fae of outsour!n<F

<loBal!at!on an3 t(e (!te-ollar te( reolut!on5

loBal!at!on an3 t(e (!te-ollar te( reolut!on5

Beomes a full-fle3<e3 “f!rm”"“Bus!ness

eomes a full-fle3<e3 “f!rm”"“Bus!ness

un!t”"“ ra!n!n<F ,n4”an3 !ts !nternal-n!t”"“ ra!n!n<F ,n4”an3 !ts !nternal-

to-t(e-or)orat!on “l!ent ser!e”

o-t(e-or)orat!on “l!ent ser!e”

at!!t!es a!m to a33 1

t!!t!es a!m to a33 1

3ramat!F

ramat!F



!nnoat!eF measuraBleFnnoat!eF measuraBleF

)rof!taBle

rof!taBle

5 alue for 1#5 t(ose

alue for 1#5 t(ose

l!ents an3F oerallF for 1&5 t(e lar<er

l!ents an3F oerallF for 1&5 t(e lar<er

f!rm !n (!( t(ey are !mBe33e3an3

!rm !n (!( t(ey are !mBe33e3an3

)er(a)s 1@5 for outs!3ers as ell4

er(a)s 1@5 for outs!3ers as ell4

.e)artment Hea3"“Cost enter”"“Oer(ea3” to M

>anaana <!nn <



Partnerartner F

HRR

1,SF RU.F et45

,nn 4

(e Boss of t(e former “tra!n!n<

(e Boss of t(e former “tra!n!n<

3e)artment” 1or HR 3e)artment or

e)artment” 1or HR 3e)artment or

Pur(as!n< 3e)artment5 Beomes t(e

ur(as!n< 3e)artment5 Beomes t(e

3e fato"3e ure >ana<!n< Partner of

e fato"3e ure >ana<!n< Partner of

t(at nely m!nte3 full-fle3<e3

(at nely m!nte3 full-fle3<e3

)rofess!onal ser!es f!rm alle3

rofess!onal ser!es f!rm alle3

“ ra!n!n< ,n4” 1or HR ,n4 or Pur(as!n<

ra!n!n< ,n4” 1or HR ,n4 or Pur(as!n<



,n4 or M54n4 or M54

Are you"your <an< t(e M

“Pr!n!r!n!)all

En

n

<!ne

ne

of

of



1or)orate5

or)orate5

*alue

*alue

A33e3”33e3”

;

;





An3 t(e f!rm !tselfe4<4F Rolls RoyeF

n3 t(e f!rm !tselfe4<4F Rolls RoyeF

,:>F PSF S(lumBer<erBeomes a

:>F PSF S(lumBer<erBeomes a

3e fato"3e ure “me<a-PS=4”

e fato"3e ure “me<a-PS=4”



,ron “,nnoat!on EGual!ty La”+ron “,nnoat!on EGual!ty La”+

(e Jual!ty an3 Juant!ty

(e Jual!ty an3 Juant!ty

an3 ,nnoat!on

n3 ,nnoat!on

,ma<!nat!eness

ma<!nat!eness

1an3 “R U .” )er se5 M

1an3 “R U .” )er se5 M



s(all Be t(e sam e !n al l(all Be t(e sam e !n al l

funt!ons

unt!ons

e4<4F !n HR an3

e4<4F !n HR an3

)ur(as!n< as mu( as !n mar6et!n< or

ur(as!n< as mu( as !n mar6et!n< or

)ro3ut 3eelo)m ent4ro3ut 3eelo)m ent4

, re)eat+

re)eat+

(e “!nnoat!on <am e”

(e “!nnoat!on <am e”

must )laye3 eGually f !erely !n

ust )laye3 eGua lly f!erely !n

eery orn er of t(eery orner of t(e

or<an!at!on4 ,n )ar t!ularF !n an

r<an!at!on4 ,n )art !ularF !n an

A<e of ,ntelletual Ca)!talF sa!3

<e of ,ntelletual Ca)!talF sa!3

a) !tal at !t’s most !ma<!nat!e

a)!tal at !t’s most !ma<!nat!e



must Be e7(!B!te3 Must Be e7(!B!te3 M

E*ER?WHERE

*ER?WHERE

M

M

,N

N

EJAL

JAL

>EASRE

EASRE

4

PS=

S=

"Profess!onal Ser!e =!rm":el!efs

Profess!onal Ser!e =!rm":el!efs

PRO=ESS,ON

RO=ESS,ON

+ CALL,N/"PASS,ON O >AKE A

ALL,N/"PASS,ON O >AKE A

.,==ERENCE"EXCELLENCE 1ALWA?S5,==ERENCE"EXCELLENCE 1ALWA?S5

PO,N O= *,EW

O,N O= *,EW

+ KNOW EXAC L? WHA WE

NOW EXAC L? WHA WE

S AN. =OR"“.RA>A ,C .,==ERENCE”

AN. =OR"“.RA>A ,C .,==ERENCE”

CL,EN

L,EN

+ EN.R,N/F ES - HE-L,>,

N.R,N/F ES - HE-L,>,



RELA ,ONSH,P"“ RS E. A.*,SOR”ELA ,ONSH,P"“ RS E. A.*,SOR”

SOL ,ON

OL ,ON

+ ROCK CL,EN ’S WORL." “WOW”"

OCK CL,EN ’S WORL." “WOW”"

,>PLE>EN E. “CL RE CHAN/E”"

>PLE>EN E. “CL RE CHAN/E”"

TTT “SA ,S=AC ,ON”

TT “SA ,S=AC ,ON”

W(at follos !s an au3a!ous l!st4

(at follos !s an au3a!ous l!st4

:ut M

ut M

WH? NO ;

H? NO ;



Attr!Butes of

ttr!Butes of

Profess!onalrofess!onal

Ser!e =!rms !n

er!e =!rms !n



Pursu!t ofursu!t of

E7ellene+

7ellene+

(e PS=@8(e PS=@8

(e PS=@8+ (e Wor6 U (e Le

(e PS=@8+ (e Wor6 U (e Le

<ay

y

#4

4

CR?S AL CLEAR PO,N O= *,EW

R?S AL CLEAR PO,N O= *,EW

1Eery Prat!e /rou)+ “,f you an’t e7)la!n your )os!t!on !n

Eery Prat!e /rou)+ “,f you an’t e7)la!n your )os!t!on !n

e!<(t

!<(t

or3s or lessF you 3on’t (ae a )os!t!on”Set( /o3!n5

or3s or lessF you 3on’t (ae a )os!t!on”Set( /o3!n5

&4

4

.RA>A ,C .,==ERENCE

RA>A ,C .,==ERENCE

1“We are t(e only ones (o 3o (at

1“We are t(e only ones (o 3o (at

e 3o”0erry /ar!a5e 3o”0erry /ar!a5

@4 Stret( ,s Rout!ne 1“Neer B!te off less t(an you an (e”

4 Stret( ,s Rout!ne 1“Neer B!te off less t(an you an (e”

anon45

non45

4 A))et!te for /ame-(an<er Proets 1E7ellene at AssemBl!n<

4 A))et!te for /ame-(an<er Proets 1E7ellene at AssemBl!n<

“

“

:est eam”=ast5

est eam”=ast5

84 “Playful” Cl!ents 1A3enturous fol6s (o unfa!l!n<ly A!m to

4 “Playful” Cl!ents 1A3enturous fol6s (o unfa!l!n<ly A!m to

C(an<e

(an<e



t(e Worl35(e Worl35

%4 Small “neonom!” Cl!ents !t( :!< A!ms

4 Small “neonom!” Cl!ents !t( :!< A!ms

4 L!fe ,s oo S(ort to Wor6 !t( 0er6s 1=!re lousy l!ents5

4 L!fe ,s oo S(ort to Wor6 !t( 0er6s 1=!re lousy l!ents5

4

4

O:SESSE. W, H LE/AC?

:SESSE. W, H LE/AC?

1Prat!e /rou) an3 ,n3!!3ual+

1Prat!e /rou) an3 ,n3!!3ual+

“

“

.ent t(e n!erse”Stee 0oBs5

ent t(e n!erse”Stee 0oBs5

$4 =!re-on-t(e-s)ot Anyone W(o Cla!msF

4 =!re-on-t(e-s)ot Anyone W(o Cla!msF

“La"Ar(!teture"Consult!n<"La"Ar(!teture"Consult!n<"

,-Ban6!n<" Aount!n<"PR"Et4 (as Beome a ommo3!ty’ ”

-Ban6!n<" Aount!n<"PR"Et4 (as Beome a ommo3!ty’ ”

#'4 Cons!stent !t( I$ aBoe M

'4 Cons!stent !t( I$ aBoe M

.O NO SH? AWA? =RO> HE

O NO SH? AWA? =RO> HE

WOR. 1,.EA5 “RA.,CAL”

OR. 1,.EA5 “RA.,CAL”

(e PS=@8+ (e Cl!ent E7(e PS=@8+ (e Cl!ent E7)er!ener!ene

##4 Alays team !t( l!ent+ “full )artners !n a(!e!n< memoraBle

#4 Alays team !t( l!ent+ “full )artners !n a(!e!n< memoraBle

results”

esults”

#&4 We !ll see6 ass!stane Any(ere to assemBle t(e :est-

&4 We !ll see6 ass!stane Any(ere to assemBle t(e :est-

!n-Planet

n-Planet

eam for t(e Proet

eam for t(e Proet

#@4 Cl!ent eam >emBers rout!nely 3elare t(at or6!n< !t( us

@4 Cl!ent eam >emBers rout!nely 3elare t(at or6!n< !t( us

as “t(e Pea6 E7)er!ene of my Career”

as “t(e Pea6 E7)er!ene of my Career”

#4 (e oB’s not 3one unt!l !m)lementat!on !s

4 (e oB’s not 3one unt!l !m)lementat!on !s

“#''4''9 om)lete” 1 (ose (o 3on’t “<et !t” must <o5

“#''4''9 om)lete” 1 (ose (o 3on’t “<et !t” must <o5

#84

84

,>PLE>EN A ,ON ,S NO CO>PLE E

>PLE>EN A ,ON ,S NO CO>PLE E

N ,L HE CL,EN HAS EXPER,ENCE.

N ,L HE CL,EN HAS EXPER,ENCE.



NECESSAR? “CL RE CHAN/E”

NECESSAR? “CL RE CHAN/E”

#%4

%4

,>PLE>EN A ,ON ,S NO CO>PLE E

>PLE>EN A ,ON ,S NO CO>PLE E

N ,L S,/N,=,CAN “ ECHNOLO/?

N ,L S,/N,=,CAN “ ECHNOLO/?

RANS=ER” HAS AKEN PLACE-ROO

RANS=ER” HAS AKEN PLACE-ROO

1“ ea( a man to f!s( M”5

“ ea( a man to f!s( M”5

#4

4

(e =!nal E7am+(e =!nal E7am+ .,. WE >AKE A,. WE >AKE A

.RA>A ,CF

RA>A ,CF

LAS ,N/F /A>E-CHAN/,N/ .,==ERENCE;

LAS ,N/F /A>E-CHAN/,N/ .,==ERENCE;

(e PS=@8+ (e Peo

(e PS=@8+ (e Peo

)le U (e Lea3ers(!)

e U (e Lea3ers(!)

#4

4

ALEN =ANA ,CS

ALEN =ANA ,CS

1“:est-Coolest )lae to or6”5

1“:est-Coolest )lae to or6”5

1PER,O.5

PER,O.5

#$4

$4

E?E =OR HE PECL,AR

?E =OR HE PECL,AR

1H!r!n<+ /o Beyon3 “same ol3F

1H!r!n<+ /o Beyon3 “same ol3F

same ol3”5

ame ol3”5

&'4 Early O))ortun!t!es 1s4 “Wa!t your turn”5

'4 Early O))ortun!t!es 1s4 “Wa!t your turn”5

&#4 ) or Out 1:ase3 on “Le<ay”">entor!n< CON S as mu(#4 ) or Out 1:ase3 on “Le<ay”">entor!n< CON S as mu(

as

s

“

“

:!ll!n<s”"“Ra!nma6!n<”5

!ll!n<s”"“Ra!nma6!n<”5

&&4 Sl!3e t(e Ol3 As!3e">a6e Room for ?out( 1=!n3 ol3sters

&4 Sl!3e t(e Ol3 As!3e">a6e Room for ?out( 1=!n3 ol3sters

ne roles;5

e roles;5



&@4

@4

ALEN ,S O:SESSE. W, H RENEWAL =RO> .A? I# O

ALEN ,S O:SESSE. W, H RENEWAL =RO> .A? I# O

.A? I“R”

A? I“R”

1R ] Ret!rement5

R ] Ret!rement5

&4 Off!e"Prat!e Lea3ers Ealuate3 Pr!mar!ly on

4 Off!e"Prat!e Lea3ers Ealuate3 Pr!mar!ly on

>entor!n<- eam :u!l3!n< S6!lls

entor!n<- eam :u!l3!n< S6!lls

&84

84

A “PROPR,E AR?” ALEN .E*ELOP>EN

“PROPR,E AR?” ALEN .E*ELOP>EN

PROCESS 1/E5

ROCESS 1/E5

&%4 eam Lea3ers(!) S6!lls *alue3 Early

%4 eam Lea3ers(!) S6!lls *alue3 Early

&4 Partner !t( :4,4W4 1:est ,n Worl35 Outs!3ers as Nee3e3

4 Partner !t( :4,4W4 1:est ,n Worl35 Outs!3ers as Nee3e3

an3 to ,nfuse .!fferent *!es

n3 to ,nfuse .!fferent *!es

NO H,N/O H,N/



NEWDEWD

, am not r!t!n< s!ene f!t!on (ere4 SureF !n &'#% one

am not r!t!n< s!ene f!t!on (ere4 SureF !n &'#% one

must <ro"3!soer ne ays to a33 alue eery 3ay4

ust <ro"3!soer ne ays to a33 alue eery 3ay4



=ORE*ER4

ORE*ER4

OR ELSE4

R ELSE4

:ut

ut

M t(e Bas! PS= !3ea"mo3elF foun3e3 u)on )ure

M t(e Bas! PS= !3ea"mo3elF foun3e3 u)on )ure

“!ntelletual a)!tal” 1t(ou<( not alle3 t(at unt!l!ntelletual a)!tal” 1t(ou<( not alle3 t(at unt!l

reently5F !s (ar3ly ne4 E4<4F my former em)loyerF

eently5F !s (ar3ly ne4 E4<4F my former em)loyerF

>K!nsey U Co4

K!nsey U Co4

F (as Been aroun3 $' years

(as Been aroun3 $' years

NO H,N/ NEW D

O H,N/ NEW D



1 WHAHA ARERE

?O

O

W A, ,N/

A, ,N/

=OR

OR

;5

5

, .O NO N.ERS AN.#%

.O NO N.ERS AN.#%



?EARS A= ER >? PS=8' :OOKEARS A= ER >? PS=8' :OOK

WH? H,S ,.EA HAS :EEN SCH A

H? H,S ,.EA HAS :EEN SCH A

HAR. SELL O HE A*ERA/E

AR. SELL O HE A*ERA/E

.EPAR >EN HEA.

EPAR >EN HEA.

;;;;;;;

##44@

#44@



(e

(e

Woo



Proetsroets

Solut!on

olut!on

1or Bust5

or Bust5

(e Proet8'+ =!fty Ways

(e Proet8'+ =!fty Ways

to

o

ransform Eery “ as6”

ransform Eery “ as6”



!ntonto

a Proet (at >attersD

Proet (at >attersD

(e WOW Proet 8'

(e WOW Proet 8'

?O"PS= ]O"PS= ]

WOW PRO0EC

OW PRO0EC



POR =OL,O

OR =OL,O

(e PS= !s By 3ef!n!t!on 1an3 alays (as

(e PS= !s By 3ef!n!t!on 1an3 alays (as

Been5 a ollet!on of )roets4 No more4

een5 a ollet!on of )roets4 No more4



No less4o less4

(e M

(e M

ro6!n’ roll !n’ alue

o6!n’ roll!n’ a lue

a33!n’ sur !!n’ PS=

33 !n’ sur !!n’ PS=

!s a

!s a

ollet!on of Mollet!on of M

?our Current Pr!mary Proet 1Sale of #-#'5;

our Current Pr!mary Proet 1Sale of #-#'5;

#4 Anot(er 3ay’s or6"Pays

4 Anot(er 3ay’s or6"Pays

t(e(e

rent4

rent4

4 Of alue4

4 Of alue4



4 Pretty .amn Cool".ef!n!tely4 Pretty .amn Cool".ef!n!tely

suBers!e4

suBers!e4

#'4

'4

WE A,> O CHAN/E HE

E A,> O CHAN/E HE

WORL.4 WORL.4

I@4

@4

NO OP ,ON4O OP ,ON4



,nnoat!on ,n3e7

nnoat!on ,n3e7

+ Ho many of your

Ho many of your

“ o) =!e Proets” sore e!<(t oro) =!e Proets” sore e!<(t or

(!<(er 1out of #'5 on a

!<(er 1out of #'5 on a

“We!r3” "“Profoun3”" “WOW”"“/ame-

We!r3” "“Profoun3”" “WOW”"“/ame-

(an<er” Sale;

(an<er” Sale;

WOW-!f!at!on ,n3e7

OW-!f!at!on ,n3e7

+ >oe eery

>oe eery

)roet 13ef!n!t!on5 t(at sores s!7

roet 13ef!n!t!on5 t(at sores s!7

or less to not(es u) on t(e

r less to not(es u) on t(e



“WOW-!f!at!on Sale” !t(!n t(e

OW-!f!at!on Sale” !t(!n t(e

ne7t to ee6s4 ,f your )r!n!)al

e7t to ee6s4 ,f your )r!n!)al

urrent

urrent

)roet sores s!7 or lessF

)roet sores s!7 or lessF

Br!n< !t u) one 1or toD5 not(es Byr!n< !t u) one 1or toD5 not(es By

noon on >on3ay4

oon on >on3ay4

1 (!s as from a teet

(!s as from a teet

r!tten on a Sun3ay45

r!tten on a Sun3ay45

>easure !t4

easure !t4

.A>N , 4

A>N , 4



I$+

$+

Our Peo)le

Our Peo)le

As I# *alue

s I# *alue



.r!err!er

##4$4#

#4$4#

P ,N/ PEOPLE

,N/ PEOPLE



1REALL?REALL?!!5

=,RS,RS

On t(e one (an3F t(!s !s a re)eat of

n t(e one (an3F t(!s !s a re)eat of

C(a)ter S,X4 On t(e ot(er (an3F !t !s M

(a)ter S,X4 On t(e ot(er (an3F !t !s M

O:*,OSL?

:*,OSL?

Mt(e ult!mate

Mt(e ult!mate

“*alue-A33e3 Strate<y4” HeneF t(e )art!alalue-A33e3 Strate<y4” HeneF t(e )art!al

re)eat !s more t(an mer!te34

e)eat !s more t(an mer!te34



“?ou (ae to

ou (ae to

treat yourreat your

em )loyees l!6e

m)loyees l!6e



ustomers4”ustomers4”

HerB Kelle(erF

HerB Kelle(erF

u)on Be!n< as6e3 (!s “seret to suess”

)on Be!n< as6e3 (!s “seret to suess”

Soure+ 0oe NoeraF

oure+ 0oe NoeraF

N?

?

F “Part!n< Wor3s of an A!rl!ne P!oneerF”

“Part!n< Wor3s of an A!rl!ne P!oneerF”

on t(e oas!on of HerB Kelle(er’s ret!rement after @ years atn t(e oas!on of HerB Kelle(er’s ret!rement after @ years at

Sout(est A!rl!nes

out(est A!rl!nes

1SWA’s )!lots un!on too6 ou t a full -)a< e a3 !n

SW A’s )!lots un!on too6 out a full-)a<e a 3 !n

SA

SA

o3ay

o3ay

t(an6!n< HK for all (e (a3 3one5

(an6!n< HK for all (e (a3 3one5

Q aross t(e ay !n .allasF Amer!an

aross t(e ay !n .allasF Amer!an

A!rl!nes’ )!lots ere

!rl!nes’ )!lots ere

)!6et!n<

!6et!n<

AA’s Annual >eet!n<5

A’s Annual >eet!n<5

Kelle(er as as6e3 a t(ousan3 t!me

elle(er as as6e3 a t(ousan3 t!me

for (!s"Sout(est’s “suess

or (!s"Sout(est’s “suess

serets4” H!s anser as !nar!ant4

erets4” H!s anser as !nar!ant4

An3 l!m!te3 to t(e s!n<le sentene on

n3 l!m!te3 to t(e s!n<le sentene on

t(e )r!or sl!3e4 (at !sF em)loyees-

(e )r!or sl!3e4 (at !sF em)loyees-

as-ustomers !s learly

s-ustomers !s learly

HE

HE



alue-a33e3 strate<y at SWA4alue-a33e3 strate<y at SWA4

1, 6no HerB )retty ell4 ,t a!n’t for s(o45

, 6no HerB )retty ell4 ,t a!n’t for s(o45

ZW (en , (!reW (en , (!re

som eoneF t(ats

om eoneF t(ats

(en

(en

, <o to

to



or6 foror6 for

t(em(em 4””

0o(n .!0ul!usF 0o(n .!0ul!usF ZW(ats t(eZW(ats t(e

Seret to Pro!3!n< a Worl3-lass Customer E7)er!eneZ Seret to Pro!3!n< a Worl3-lass Customer E7)er!eneZ

.!tto Kelle(er4

!tto Kelle(er4



“W( at em )loyees e7)er!eneF Custom ers !ll 4 (e Best ma r6et!n< !s

(at em) loyees e7)er!eneF Custom ers !ll 4 (e Best ma r6et!n< !s

(a))yF en<a<e3 em)loyees4

a))yF en<a<e3 em)loyees4

?OR

OR

CS O>ERS

S O>ERS

W,LL NE*ER :E

,LL NE*ER :E



AN? HAPP,ERN? HAPP,ER

HAN ?OR

HAN ?OR

E>PLO?EES>PLO?EES 4””

0o(n .!0ul!usF

0o(n .!0ul!usF



:us!nessF ,ns)!re Em)loyeesF an3 C(an< e t(e Worl3

us!nessF ,ns)!re Em)loyeesF an3 C(an< e t(e Worl3

Eery no an3 t(en , ome aross a

ery no an3 t(en , ome aross a

“)erfet sentene” t(at 3esr!Bes a sem!nal

)erfet sentene” t(at 3esr!Bes a sem!nal

)o!nt !t( totalan3 eonom!allar!ty4

o!nt !t( totalan3 eonom!allar!ty4

(!s as one of t(oseF t(at , ame aross(!s as one of t(oseF t(at , ame aross

early !n &'#84

arly !n &'#84

PerfetD

erfetD



Perfetly sa!3Derfetly sa!3D

1.e fato “all you nee3 to 6no”or 3amn

.e fato “all you nee3 to 6no”or 3amn

lose to !t45

lose to !t45

10o(n .!0ul!us !s a !l3ly suessful entre)reneur (o reate3 a to) ran6e3 (a!n of0o(n .!0ul!us !s a !l3ly suessful entre)reneur (o reate3 a to) ran6e3 (a!n of

s)a-salons4 He no s)en3s most of (!s t!me on ustomer-ser !e tra!n!n<!t( l!ents

)a-salons4 He no s)en3s most of (!s t!me on ustomer-ser!e tra!n!n<!t( l!ents

su( as StarBu6s an3 Nor3strom45

u( as StarBu6s an3 Nor3strom45

Ste)s to Susta!n!n< Suess

Ste)s to Susta!n!n< Suess

?ou ta6e are of t(e )eo)le4ou ta6e are of t(e )eo)le4

(e )eo)le ta6e are of t(e ser!e4

(e )eo)le ta6e are of t(e ser!e4

(e ser!e ta6es are of t(e ustomer4

(e ser!e ta6es are of t(e ustomer4

(e ustomer ta6es are of t(e )rof!t4

(e ustomer ta6es are of t(e )rof!t4

(e )rof!t ta6es are of t(e re-!nestment4

(e )rof!t ta6es are of t(e re-!nestment4



(e re-!nestment ta6es are of t(e re-!nent!on4(e re-!nestment ta6es are of t(e re-!nent!on4

(e re-!nent!on ta6es are of t(e future4

(e re-!nent!on ta6es are of t(e future4

1An3 at eery ste) t(e only measure !s EXCELLENCE45

An3 at eery ste) t(e only measure !s EXCELLENCE45

$4$4&4$4&

ra!n!n< ]ra!n!n< ]

,nestment

nestment

!!



I#

#!!



&X

X

Reess!on omes4 >ost reta!lers ut Ba6eess!on omes4 >ost reta!lers ut Ba6

on tra!n!n< to sae money4 CON A,NER

n tra!n!n< to sae money4 CON A,NER

S ORE M

ORE M

.O:LES

O:LES

M

M

tra!n!n< for

ra!n!n< for

!n-store ustomer-ontat em)loyees4

n-store ustomer-ontat em)loyees4

Perfet t!me for Best effort22 !t( any

erfet t!me for Best effort22 !t( any



ustomers (o ome our ayF t(ey say4 An3ustomers (o ome our ayF t(ey say4 An3

t(e only )laus!Ble )at( !s to 3ouBle 3on on

(e only )laus!Ble )at( !s to 3ouBle 3on on

(el)!n< our losest-to-t(e-ustomer )eo)le

el)!n< our losest-to-t(e-ustomer )eo)le

<ro4

ro4

1Re)eat+ A fe years a<o Conta!ner Store as ran6e3 as t(e I#

Re)eat+ A fe years a<o Conta!ner Store as ran6e3 as t(e I#

om)any to or6 for !n t(e Y# tr!ll!on SA eonomy45

om)any to or6 for !n t(e Y# tr!ll!on SA eonomy45

/amBl!n’ >an

amBl!n’ >an

:et I#+

et I#+

TT 8 of #' CEOs see

T 8 of #' CEOs see

tra!n!n< as e7)ense rat(er

ra!n!n< as e7)ense rat(er

t(an !nestment4(an !nestment4

:et I&+

et I&+

TT 8 of #' CEOs see

T 8 of #' CEOs see

tra!n!n< as 3efense rat(er

ra!n!n< as 3efense rat(er



t(an offense4(an offense4

:et I@+

et I@+

TT 8 of #' CEOs see

T 8 of #' CEOs see

tra!n!n< as “neessary e!l”

ra!n!n< as “neessary e!l”

rat(er t(an “strate<!at(er t(an “strate<!

o))ortun!ty4”

))ortun!ty4”

:et I+

et I+

TT of #'T of #'

CEOsF !n 8-m!nEOsF !n 8-m!n

“tour 3’(or!on”

tour 3’(or!on”



of t(e!r B!F oul3f t(e!r B!F oul3

NO

O

ment!on

ment!on

tra!n!n<4ra!n!n<4

>y o33s are not s)eulat!e4 ,’e

y o33s are not s)eulat!e4 ,’e

teste3 t(!s4 1Alas45

este3 t(!s4 1Alas45

1 ,f you (a3 any lue as to

,f you (a3 any lue as to

ust (o m u( t(!s

ust (o m u( t(!s



)!sses m e off M 5!sses m e off M 5

W(at !s t(e

(at !s t(e

I#

#

reason to

reason to



<o Berser6 oer

o Berser6 oer

tra!n!n<;ra!n!n<;

W(at !s t(e Best reason to <o

(at !s t(e Best reason to <o

Bananas oer tra!n!n<;

ananas oer tra!n!n<;

/REE.4

REE.4



1,t )ays off45

,t )ays off45

1Also+ ra!n!n< s(oul3 Be an off!!al )art of

Also+ ra!n!n< s(oul3 Be an off!!al )art of

t(e

(e

RU.U.

Bu3<et an3 a a)!tal e7)ense45

Bu3<et an3 a a)!tal e7)ense45

(e -)erson f!rm (!ef saysF “Hey , an(e -)erson f!rm (!ef saysF “Hey , an

Barely ma6e en3s meet4 ra!n!n<; /et

arely ma6e en3s meet4 ra!n!n<; /et

ser!ous4”

er!ous4”

Wron<4

ron<4

1Stu)!345Stu)!345

Wron<4

ron<4

1Stu)!345

Stu)!345



Wron<4ron<4

1Stu)!345

Stu)!345

,n t(e -)erson outf!t ea( em)loyee ounts

n t(e -)erson outf!t ea( em)loyee ounts

#F'''XF'''X

more t(an !n t(e <!ant f!rm4 (emore t(an !n t(e <!ant f!rm4 (e

)ayoff an Be sta<<er!n<4

ayoff an Be sta<<er!n<4

“ (e to)! !s )roBaBly t(e ol3est an3 B!<<est 3eBate !n

(e to)! !s )roBaBly t(e ol3est an3 B!<<est 3eBate !n

Custom er ser!e4ustomer ser !e4

W (at !s m ore !m)ortant+(at !s more !m)or tant+

Ho ell you (!reF or t(e tra!n!n< an3

o ell you (!reF or t(e tra!n!n< an3

ulture you Br!n< your em)loyees !nto;

ulture you Br!n< your em)loyees !nto;

W (!le Bot( are ery !m)ortantF

(!le Bot( are ery !m)ortantF

8

8

)erent !s t(e Customer

erent !s t(e Customer



ser !e tra!n!n< an3 t(e ser !eer !e tra!n!n< an3 t(e ser !e

ulture of your om)any

ulture of your om)any

4 .o you rea lly t(!n6

.o you really t(!n6

t(at .!sney (as foun3 8'F''' am a!n< ser!e-m!n3e3

(at .!sney (as foun3 8'F''' am a!n< ser!e-m!n3e3

)eo)le; (ere )roBaBly aren’t 8'F''' )eo)le on eart( ( o

eo)le; (ere )roBaBly aren’t 8'F''' )eo)le on eart( ( o

ere B orn to se re4 Com )an!es l !6e R!t-Carlton an3 . !sney

ere Born to sere4 Com )an!es l !6e R!t-Carlton an3 .!sney

f!n3 <oo3 ) eo)le an3 )ut t(em !n su( a stron< ser !e an3

!n3 <oo3 )eo)le an3 )u t t(em !n su( a stron< ser!e an3

tra!n!n< en!ronment t(at 3oesn’t allo for ae)t anyt(!n<

ra!n!n< en!ronme nt t(at 3oesn’t allo for ae)t anyt(!n<

less t(an e7ellene

ess t(an e7ellene

4”

”

0o(n .!0ul!usF

0o(n .!0ul!usF

(e Customer Ser!e

(e Customer Ser!e

Reolut!on+ Oert(ro Conent!onal :us!ness ,ns !re Em lo ees an3 C(an e

eolu t!o n+ Oer t( ro Co nen t!o na l : us!n es s ,n s !re E m lo ee s an 3 C(a n e

As 0o(n .!0ul!us saysF t(!s !s a

s 0o(n .!0ul!us saysF t(!s !s a

ontroers!al )o!nt4 :ut , oul3 ten3 to lean

ontroers!al )o!nt4 :ut , oul3 ten3 to lean

1

(ar3ar3

5

!n (!s 3!ret!on !n many !f not most

n (!s 3!ret!on !n many !f not most

s!tuat!ons4 /oo<le; >ayBe not4 :ut /oo<le

!tuat!ons4 /oo<le; >ayBe not4 :ut /oo<le

!s 8 stan3ar3 3e!at!ons aay from t(e norm

s 8 stan3ar3 3e!at!ons aay from t(e norm

at least4

at least4



HeneF for most of us not(!n< !s more

eneF for most of us not(!n< !s more

!m)ortant t(an tra!n!n< 1an3 ulture54

m)ortant t(an tra!n!n< 1an3 ulture54

Summaryummary



Summary+

ummary+

@& Customer& Customer



Entan<lementntan<lement

Strate<!es

trate<!es

om Peters"&8 OtoBer &'#8

om Peters"&8 OtoBer &'#8

(!s not a l!teral summary of t(!s (a)ter4

(!s not a l!teral summary of t(!s (a)ter4

,t

t

!s !nstea3 a )!ee , )ut to<et(er for a

s !nstea3 a )!ee , )ut to<et(er for a

reent 1OtoBer &'#85 )resentat!on4 ,t

eent 1OtoBer &'#85 )resentat!on4 ,t

or6s )retty ell as a set of onlu3!n<

or6s )retty ell as a set of onlu3!n<

remar6s4

emar6s4





E7)er!ene WOW-!f!at!on !a onstant “all (an3s-all-t(e-

7)er!ene WOW-!f!at!on !a onstant “all (an3s-all-t(e-

t!me” e7)er!mentat!on 1W >SW"W(oeer r!es (e >ost

!me” e7)er!mentat!on 1W >SW"W(oeer r!es (e >ost

Stuff W!ns45tuff W!ns45

1““WOW,=,CA ,ON” ,S A REAL WOR.4OW,=,CA ,ON” ,S A REAL WOR.4

:EL,E*E ,

EL,E*E ,

45

5

.ramat!ally !m)roe3 ustomer un3erstan3!n< an3

ramat!ally !m)roe3 ustomer un3erstan3!n< an3

“WOW-!f!at!on” !a a))l!at!on of :EHA*,ORAL SC,ENCE

WOW-!f!at!on” !a a))l!at!on of :EHA*,ORAL SC,ENCE

1“Ka(neman-!at!on”after Ka(neman’s master)!ee Boo6

“Ka(neman-!at!on”after Ka(neman’s master)!ee Boo6

on )ere)t!on an3 3e!s!on-ma6!n<F

n )ere)t!on an3 3e!s!on-ma6!n<F

(!n6!n<4 =ast an3

(!n6!n<4 =ast an3

Slolo

455

Cons!stent"“OC.” a3(erene to t(e WOW S AN.AR. of

ons!stent"“OC.” a3(erene to t(e WOW S AN.AR. of

ustomer !nterat!on

ustomer !nterat!on

Co-3es!<n an3 3eelo) E*ER? H,N/ !t( t(e ustomer4

o-3es!<n an3 3eelo) E*ER? H,N/ !t( t(e ustomer4

1“Customer ,N ,>AC?” !s NO a “Bu)(rase4”5

“Customer ,N ,>AC?” !s NO a “Bu)(rase4”5

(e A<e of t(e “So!al Em)loyee”eeryone !s !n t(e

(e A<e of t(e “So!al Em)loyee”eeryone !s !n t(e



“ustomer ontat Bus!ness4” Eeryone ] E*ER?ONE45ustomer ontat Bus!ness4” Eeryone ] E*ER?ONE45

O)t!mal ustomer !nterat!ons !a )ro!3er’s

)t!mal ustomer !nterat!ons !a )ro!3er’s

X=X"CROSS-=NC ,ONAL EXCELLENCE

=X"CROSS-=NC ,ONAL EXCELLENCE

1$'9

1$'9

of )ro3ut 3eelo)ment an3 after-sales ser!e sre-u)s

f )ro3ut 3eelo)ment an3 after-sales ser!e sre-u)s

are more or less 3r!en By lousy !nternal ross-funt!onal

re more or less 3r!en By lousy !nternal ross-funt!onal

oor3!nat!onnee3 X-funt!onal syner<yQ nee3 X-funt!onaloor3!nat!onnee3 X-funt!onal syner<yQ nee3 X-funt!onal

lea3ers(!) 3a!ly45

ea3ers(!) 3a!ly45

SCREWPS

CREWPS

]

]

OPPOR N, ?

PPOR N, ?

I#

#

4

Res)on3!n< to

Res)on3!n< to

)roBlems !s NO an “o))ortun!ty”!t !sF trulyF O))ortun!ty

roBlems !s NO an “o))ortun!ty”!t !sF trulyF O))ortun!ty



@& Customer Entan<lement Strate<!es

& Customer Entan<lement Strate<!es

Pro3ut or ser!e as

ro3ut or ser!e as

LO*E>ARK

O*E>ARK

1>ar6et!n<

1>ar6et!n<

su)er-<uru Ke!n RoBerts <ol3 stan3ar3Q NO a

u)er-<uru Ke!n RoBerts <ol3 stan3ar3Q NO a

Bu)(rase45 1>ore RoBerts+ “Ao!3 mo3erat!on”

u)(rase45 1>ore RoBerts+ “Ao!3 mo3erat!on”

?ESF !ra &'#845

ESF !ra &'#845

EstaBl!s(!n< non-oB!ous ustomer onnet!ons

staBl!s(!n< non-oB!ous ustomer onnet!ons

!a :,/ .A A 1“:!< 3ata” !s a :!< .eal for

!a :,/ .A A 1“:!< 3ata” !s a :!< .eal for

Bus!nesses of eery s!e45

us!nesses of eery s!e45

Customer entan<lement !a /A>,=,CA ,ON 1>a6e

ustomer entan<lement !a /A>,=,CA ,ON 1>a6e

!nterat!ons !nto <ames)oer toolF t(ou<( non-

nterat!ons !nto <ames)oer toolF t(ou<( non-

tr!!al !nestment45

r!!al !nestment45



Customer en<a<ement !a !ntens!e use of SOC,ALustomer en<a<ement !a !ntens!e use of SOC,AL

>E.,A

E.,A

1ONE :,/ :,^ =,NANC,AL SER*,CE

NE :,/ :,^ =,NANC,AL SER*,CE

CEO SA?S HE’. RA HER HA*E

EO SA?S HE’. RA HER HA*E

ONE

NE

W, ER CON*ERSA ,ON W, H ONE

W, ER CON*ERSA ,ON W, H ONE

CS O>ER HAN :? A SPER :OWLS O>ER HAN :? A SPER :OWL

A.

.

DDDDDDDD5

DDDDDDD5

1Please re-rea3 t(e )r!or sentene45

1Please re-rea3 t(e )r!or sentene45



L!fet!me ustomer o33l!n< !a )ro!3er’s PEERLESS

!fet!me ustomer o33l!n< !a )ro!3er’s PEERLESS

PEOPLE PRAC ,CES 1 o )ut t(e ustomer f!rstF )ut

EOPLE PRAC ,CES 1 o )ut t(e ustomer f!rstF )ut

t(e )eo)le (o sere t(e ustomer “more

(e )eo)le (o sere t(e ustomer “more

f!rst”DDDDDDDDDD5

!rst”DDDDDDDDDD5

1“

“

?OR CS O>ERS W,LL

OR CS O>ERS W,LL

NE*ER :E AN? HAPP,ER HAN ?ORE*ER :E AN? HAPP,ER HAN ?OR

E>PLO?EES

>PLO?EES

4”

”

0o(n .!0ul!usF )ersonal

0o(n .!0ul!usF )ersonal

ser!es (a!n su)erstar5

er!es (a!n su)erstar5

Cater!n< on eery 3!mens!on from 3es!<n to follo-u)

ater!n< on eery 3!mens!on from 3es!<n to follo-u)



on t(ose (o Buy t(e )ro3ut"n t(ose (o Buy t(e )ro3ut"

WO>ENO>EN

1W(!( also1W(!( also

neessar!ly means a (!<( s(are of omen !n (!<(

eessar!ly means a (!<( s(are of omen !n (!<(

lea3ers(!) )os!t!ons45 1Women no ou)y Tone-(alf

ea3ers(!) )os!t!ons45 1Women no ou)y Tone-(alf

of )rofess!onal )ur(as!n< off!er oBsso omen Buy

f )rofess!onal )ur(as!n< off!er oBsso omen Buy

Bul6 of ommer!al <oo3s as ell as onsumer

ul6 of ommer!al <oo3s as ell as onsumer

<oo3s45oo3s45

1HOW >AN? .A>N =R,//,N/ ,>ESOW >AN? .A>N =R,//,N/ ,>ES

A> , /O,N/ O HA*E O SA? H,S;

> , /O,N/ O HA*E O SA? H,S;

5

@& Customer Entan<lement Strate<!es& Customer Entan<lement Strate<!es

Cater!n< to t(e

ater!n< to t(e

A/,N/":OO>ER

/,N/":OO>ER

POPLA ,ON

OPLA ,ON

1At 8'F (alf of one’s a3ult l!fe

1At 8'F (alf of one’s a3ult l!fe

rema!nsQ ONE Boomer turns S,X ?-=,*E eery E,/H

ema!nsQ ONE Boomer turns S,X ?-=,*E eery E,/H

seon3s for t(e ne7t WEN ? years45

eon3s for t(e ne7t WEN ? years45

1OL.,ESL.,ES ]]

PEOPLE W, H ALL HE >ONE?

EOPLE W, H ALL HE >ONE?

DDD5

DD5

1HOW >AN? .A>N =R,//,N/ ,>ES A> , /O,N/ O

HOW >AN? .A>N =R,//,N/ ,>ES A> , /O,N/ O

HA*E O SA? H,S;5

A*E O SA? H,S;5

o!n< ell H,N/S HA CS O>ERS .ON’ WAN



.o!n< ell H,N/S HA CS O>ERS .ON’ WAN

O .O =OR HE>SEL*ES 1Larry 0anes6y’s :asement

O .O =OR HE>SEL*ES 1Larry 0anes6y’s :asement

Systems ,n4 e7)er!enes ro6et!n< <rot(!a

ystems ,n4 e7)er!enes ro6et!n< <rot(!a

“Basement transformat!on4”5

Basement transformat!on4”5

Customer ma<net!at!on !a PRO.C EXCELLENCE

ustomer ma<net!at!on !a PRO.C EXCELLENCE

1/oo3 stuff !s alays )r!mo45 Pro3ut 3es!<n an3

/oo3 stuff !s alays )r!mo45 Pro3ut 3es!<n an3

after-sales ser!e trum) e7ellent mar6et!n< #' outfter-sales ser!e trum) e7ellent mar6et!n< #' out

of #' t!mes4 >ounta!ns annot Be ma3e of mole(!lls45

f #' t!mes4 >ounta!ns annot Be ma3e of mole(!lls45



Attrat!n< ustomers By

ttrat!n< ustomers By

.ES,/N">A CHLESS =NC ,ONAL, ?

ES,/N">A CHLESS =NC ,ONAL, ?

1A))le (!<(er mar6et a) t(an E77on >oB!l4 J4E4.45

A))le (!<(er mar6et a) t(an E77on >oB!l4 J4E4.45

1A))l!es to E*ER? enter)r!se !nlu3!n< t(e #-)erson

A))l!es to E*ER? enter)r!se !nlu3!n< t(e #-)erson

aountany45ountany45

Attrat!n< ustomers By

ttrat!n< ustomers By

.ES,/N"S NN,N/

ES,/N"S NN,N/

AES HE ,CS

ES HE ,CS

1A))l!es to E*ER? enter)r!se

1A))l!es to E*ER? enter)r!se

!nlu3!n< t(e #-)erson aountany45

nlu3!n< t(e #-)erson aountany45



Attrat!n< ustomers Byttrat!n< ustomers By

.ES,/N"WOWES,/N"WOW

1A))l!es to E*ER? enter)r!se !nlu3!n< t(e #-)erson

A))l!es to E*ER? enter)r!se !nlu3!n< t(e #-)erson

aountany45

ountany45

,t’s ALWA?S t(e “l!ttle” stuff“L!ttle :,/ (!n<s”

t’s ALWA?S t(e “l!ttle” stuff“L!ttle :,/ (!n<s”

1RA.,CAL “B!as for e7eut!on4”5

RA.,CAL “B!as for e7eut!on4”5

“ HE CS O>ER PA?S HEHE CS O>ER PA?S HE

:,LLS

,LLS!!” 1,t may Be a “yaner”But !t ALWA?S

1,t may Be a “yaner”But !t ALWA?S

A))en3!7+

))en3!7+

S(a)!n<

(a)!n<



E7)er!enes7)er!enes



“,t as t(e <oal of

t as t(e <oal of

t(e Planetree n!t

(e P lanetree n!t

to (el) )at!ents

o (el) )at!ents

not only <et ell

ot only <et ell



faster But also to

aster But also to

stay ell lon<er4”

tay ell lon<er4”

Putt!n< Pat!ents =!rst

F Susan =ram)tonF Laura /!l)!nF Patr!6 C(armel

om Peters"Res)onse to reGuest for a omment on Planetree" (e

om Peters"Res)onse to reGuest for a omment on Planetree" (e

Planetree All!ane"&''$+

lanetree All!ane"&''$+

ZAll sane )ersons a<ree t(at (ealt(are nee3s an oer(aul4 An3 t(atsAll sane )ersons a<ree t(at (ealt(are nee3s an oer(aul4 An3 t(ats

(ere t(e a<reement sto)s4 Healt(are !ssues are t(ornyF an3 system

(ere t(e a<reement sto)s4 Healt(are !ssues are t(ornyF an3 system

)anaeas are aBout as l!6ely to or6 as t(e sun r!s!n< !n t(e West4 :ut

anaeas are aBout as l!6ely to or6 as t(e sun r!s!n< !n t(e West4 :ut

t(ere !s <oo3 nes (ere an3 t(erean3 <reat nes ourtesy t(e

(ere !s <oo3 nes (ere an3 t(erean3 <reat nes ourtesy t(e

Planetree >o3el4

lanetree >o3el4

`

Z,n t(e m!3st of easeless <nas(!n< of teet( oer (ealt(are !ssuesF

,n t(e m!3st of easeless <nas(!n< of teet( oer (ealt(are !ssuesF

t(e )at!ent an3 frontl!ne staffòften <et lost !n t(e s(uffle4 Enter(e )at!ent an3 frontl!ne staffòften <et lost !n t(e s(uffle4 Enter

Planetree4 W(!le oean! system! solut!ons rema!n out of rea(F

lanetree4 W(!le oean! system! solut!ons rema!n out of rea(F

Planetree )ro!3es a remar6aBle 3emonstrat!on of (at (ealt(are

lanetree )ro!3es a remar6aBle 3emonstrat!on of (at (ealt(are

!t( t(e )at!ent at t(e enter

!t( t(e )at!ent at t(e enter

an Be all aBoutQ an3 !s all aBout amon<

an Be all aBoutQ an3 !s all aBout amon<

Planetree All!ane memBers4

lanetree All!ane memBers4

`

Z, 6no t(!s may soun3 r!3!ulousF But eeryt(!n< aBout t(e mo3el

, 6no t(!s may soun3 r!3!ulousF But eeryt(!n< aBout t(e mo3el

or6s4 ,t !s <reat for )at!ents an3 t(e!r fam!l!esan3 !s truly aBout

or6s4 ,t !s <reat for )at!ents an3 t(e!r fam!l!esan3 !s truly aBout

(uman!ty an3 (eal!n< an3 (ealt( an3 lon<-termèllnessF not ust a f!7uman!ty an3 (eal!n< an3 (ealt( an3 lon<-termèllnessF not ust a f!7



for to3ays )roBlem4 An3 !t’s <reat for staffPlanetree-/r!ff!n !s r!<(tly

or to3ays )roBlem4 An3 !t’s <reat for staffPlanetree-/r!ff!n !s r!<(tly

near t(e to) of t(e Best )laes to or6 !n Amer!a l!stF year !n an3

ear t(e to) of t(e Best )laes to or6 !n Amer!a l!stF year !n an3

year out4 An3 Planetree also or6s as a Bus!ness mo3elany

ear out4 An3 Planetree also or6s as a Bus!ness mo3elany

effet!eness measure you an name !s !n t(e /reen ône at /r!ff!t(4

ffet!eness measure you an name !s !n t(e /reen ône at /r!ff!t(4

`

Z=or @' years my <!< (as Been e7ellene4 Put s!m)lyF t(ere are fe

=or @' years my <!< (as Been e7ellene4 Put s!m)lyF t(ere are fe

ery feDBetter e7em)lars of ustomer-entere3F em)loyee-fr!en3ly

ery feDBetter e7em)lars of ustomer-entere3F em)loyee-fr!en3ly

e7elleneF !n any !n3ustryF`t(an /r!ff!n-Planetree4 (e Planetree mo3el

7elleneF !n any !n3ustryF`t(an /r!ff!n-Planetree4 (e Planetree mo3el

or6san3 !n my e7tens!e or6 !n t(e (ealt( setorF , sell !t

or6san3 !n my e7tens!e or6 !n t(e (ealt( setorF , sell !t

s(amelesslyF an3 )ray t(at my l!ents are ta6!n< !t all !n4Z

(amelesslyF an3 )ray t(at my l!ents are ta6!n< !t all !n4Z

`

“>u( of our urrent

u( of our urrent

(ea lt(are !s aBout

ealt(are !s aBout

CR,N/

R,N/

4 Cur!n< !s <oo34

Cur!n< !s <oo3 4

:ut

ut

HEAL,N/

EAL,N/

!s s)!r!tualF

s s)!r!tualF



an3 (ea l!n< !s BetterFn3 (eal!n< !s BetterF

Beause e an (eal many

eause e an (eal many

)eo)le e annot ure4”

eo)le e annot ure4”

Lelan3 Ka!serF “Hol!st! Hos)!tals”elan3 Ka!serF “Hol!st! Hos)!tals”

“ (e m ost Bas!(e m ost Bas!

Guest!on e nee3 to

uest!on e nee3 to

)ose !n ar!n< forose !n ar!n< for

ot(ers !s t(!s+

t(ers !s t(!s+

,s

s



t(!s a lo!n(!s a lo!n <

att;””

0eland /aiser, =Holistic Hospitals<

(e $ Planetree Prat!es

(e $ Planetree Prat!es

#4

4

(e ,m)ortane of Human ,nterat!on

(e ,m)ortane of Human ,nterat!on

&4

4

,nform!n< an3 Em)oer!n< .!erse Po)ulat!ons+ Consumer

,nform!n< an3 Em)oer!n< .!erse Po)ulat!ons+ Consumer

Healt( L!Brar!es an3 Pat!ent ,nformat!on

Healt( L!Brar!es an3 Pat!ent ,nformat!on

@44 Heal!n< Partners(!)s+ (e !m)ortane of ,nlu3!n< =r!en3sHeal!n< Partners(!)s+ (e !m)ortane of ,nlu3!n< =r!en3s

an3 =am!ly

an3 =am!ly

4

4

Nutr!t!on+ (e Nurtur!n< As)et of =oo3

Nutr!t!on+ (e Nurtur!n< As)et of =oo3

84

4

S)!r!tual!ty+ ,nner Resoures for Heal!n<

S)!r!tual!ty+ ,nner Resoures for Heal!n<

%4

4

Human ou(+ (e Essent!als of Commun!at!n<

Human ou(+ (e Essent!als of Commun!at!n<

Car!n< (rou<( >assa<e

Car!n< (rou<( >assa<e

44 Heal!n< Arts+ Nutr!t!on for t(e SoulHeal!n< Arts+ Nutr!t!on for t(e Soul



4

4

,nte<rat!n< Com)lementary an3 Alternat!e Prat!es

,nte<rat!n< Com)lementary an3 Alternat!e Prat!es

!nto Conent!onal Care

!nto Conent!onal Care

$4

4

Heal!n< En!ronments+ Ar(!teture an3 .es!<n Con3u!e

Heal!n< En!ronments+ Ar(!teture an3 .es!<n Con3u!e

to Healt(

to Healt(

Soure+oure+

Putt!n< Pat!ents =!rstutt!n< Pat!ents =!rst

F Susan =ram)tonF Laura /!l)!nF Patr!6 C(armel Susan =ram)tonF Laura /!l)!nF Patr!6 C(armel

#4 HE ,>POR ANCEHE ,>POR ANCE

O=

=

H>AN

>AN



,N ERAC ,ONN ERAC ,ON

Press /aney Asso

ress /aney Asso

+

#@$F@'

@$F@'

former

former

)at!ents fromat!ents from &&8&8 (os)!tals+(os)!tals+

NONE

ONE

O= HE OP #8 =AC ORS

= HE OP #8 =AC ORS

.E ER>,N,N/E ER>,N,N/

P

A ,EN,EN

S

A ,S=AC ,ON RE=ER RE. O

,S=AC ,ON RE=ER RE. O

PA ,EN ’S HEAL H

A ,EN ’S HEAL H

O CO>E

CO>E



PSat

Sat

3!retl

!retl

y relate3 to

relate3 to

Staff

taff

,nterat!on

nterat!on

PSat

Sat

3!retl

!retl

y orre late3 !t(

orrelate3 !t(

Em)loyee

m)loyee

Sat!sfat!onat!sfat!on

Soure+

oure+


utt!n< Pat!ents =!rst


Susan =ram)tonF Laura /!l)!nF Patr!6 C(armel

“ “ There is a misconception that supportive interactions requireThere is a misconception that supportive interactions require

more staff or more time and are therefore more costly. Althoughmore staff or more time and are therefore more costly. Althoughlaor costs are a sustantial part of any hospital udget! thelaor costs are a sustantial part of any hospital udget! the

interactions themselves add nothing to the udget.interactions themselves add nothing to the udget.

K,N.NESS ,S,N.NESS ,S

=REE

REE

4

"istening to patients or ans#ering"istening to patients or ans#ering

their questions costs nothing. $t can e argued that negativetheir questions costs nothing. $t can e argued that negative

interactions%alienating patients! eing non&responsive to theirinteractions%alienating patients! eing non&responsive to their



g p g pg p g p

needs or limiting their sense of control%can e very costly. 'needs or limiting their sense of control%can e very costly. '

Angry! frustrated or frightened patients may e comative! Angry! frustrated or frightened patients may e comative!

#ithdra#n and less cooperative%requiring far more time#ithdra#n and less cooperative%requiring far more time

than it #ould have ta(en to interact #ith them initially in athan it #ould have ta(en to interact #ith them initially in a

positive #ay.” positive #ay.” Putt!n< Pat!ents =!rstutt!n< Pat!ents =!rst

F Susan =ram)tonFSusan =ram)tonF

Laura /!l)!nF Patr!6 C(armel

aura /!l)!nF Patr!6 C(armel

“Per(a)s t(e s!m)lest an3 m ost

er(a)s t(e s!m)lest an3 m ost

)rofoun3 of all (um an

rofoun3 of all (um an

!nterat!ons !s K,N. NESS4 M

nterat!ons !s K,N.N ESS4 M

:ut

ut

!f !t !s so s!mf !t !s so s!m )leF !t !s sureF !t !s sur )r!s!n<!s!n<

(o fre

o fre

Guentl

entl

y !t !s aBsent from

!t !s aBsent from

our (ealt(are en!ronm ents

ur (ealt(are en!ronm ents

4 M

M

>any staff memBers re)ort erBal

any staff memBers re)ort erBal



aBuse ’

By )(ys!!ansF

By )(ys!!ansF

mana<ers an3 oor6ers4”

ana<ers an3 oor6ers4”


F Susan =ram)tonF Laura /!l)!nF Patr!6Susan =ram)tonF Laura /!l)!nF Patr!6

C(armel

(armel

“PLANE REE ,S

LANE REE ,S

A:O H>AN:O H>AN

:E,N/S CAR,N/

E,N/S CAR,N/



=OR O HEROR O HER

H>AN :E,N/S4”

> AN :E,N/S4”


F


usan =ram)tonF Laura /!l)!nF Patr!6 C(armel

&4

4

,N=OR>,N/ AN.

,N=OR>,N/ AN.

E>POWER,N/ .,*ERSE>POWER,N/ .,*ERSE

POPLA ,ONS+

OPLA ,ONS+

CONS>ER

ONS>ER



HEAL H L,:RAR,ES AN.

EAL H L,:RAR,ES AN.

PA ,EN ,N=OR>A ,ON

A ,EN ,N=OR>A ,ON

Planetree Healt( Resoures

lanetree Healt( Resoures

Center"#$#

enter"#$#

Planetree Class!f!at!on System

lanetree Class!f!at!on System

Consumer Healt( L!Brar!ans

onsumer Healt( L!Brar!ans

*olunteersolunteers

ClassesF letures

lassesF letures

Healt( =a!rs

ealt( =a!rs

/r!ff!n’s >oB!le Healt( Resoure

r!ff!n’s >oB!le Healt( Resoure



Centerenter

O)en C(art Pol!y

)en C(art Pol!y

Pat!ent Pro<ress Notes

at!ent Pro<ress Notes

Care Coor3!nat!on Conferenes

are Coor3!nat!on Conferenes

1Est

1Est

<oalsF t!metaBleF et45oalsF t!metaBleF et45

Soure+

oure+

Putt !n Pat!ents =! rs t


Susan =ram ton Laura /!l !n Patr!6 C(armel


@44 HEAL,N/HEAL,N/

PAR NERSH,PS+

AR NERSH,PS+

HE ,>POR ANCE

HE ,>POR ANCE



O= ,NCL.,N/= ,NCL.,N/

=R,EN.S AN.

R,EN.S AN.

=A>,L?A>,L?

“W (en (os)!tal staff

m emBers are as6e3 to

l!st t(e attr!Butes o f

t(e )erfet )at!ent

an3 fam!lyF’ t(e!r



res)onse !s usually a

)ass!e )at!ent !t(

no fam !ly4”

Putt!n< Pat!ents =!rst F Susan =ram)tonF Laura /!l)!nF Patr!6 C(armel

(e Pat!ent-=am!l

(e Pat!ent-=am!l

y E7)er!ene

E7)er!ene

“Pat!ents are str!))e3 of ontro lFPat!ents are str!))e3 of ontro lF

t(e!r lot(es are ta6en aayF t(ey

(e!r lot(es are ta6en aayF t(ey

(ae l!ttle say oer t(e!r s(e3uleF

ae l!ttle say oer t(e !r s(e3uleF

an3 t(ey are 3el!Berately

n3 t(ey are 3el!Berately

se)arate3 from t(e!r fam!ly an3e)arate3 from t(e!r fam!ly an3

fr!en3s 4 Healt(are )rofess!ona ls

r!en3s4 Healt(are )rofess!onals

ontrol all of t(e !nform at!on aBout

ontrol all of t(e !nform at!on aBout

t(e!r )at!ents’ Bo3!es an3 aess

(e!r )at!ents’ Bo3!es an3 aess

to t(e )eo)le (o an ansero t(e )eo)le ( o an anser



Guest!ons an3 onnet t(em !t(

uest!ons an3 onnet t(em !t(

(el)ful resoures4 =am!l!es are

el)ful resoures4 =am!l!es are

treate3 more as !ntru3ers t(an

reate3 more as !ntru3ers t(an

loe3 ones4”

oe3 ones4”



F Susan =ram)tonF Laura /!l)!nF Patr!6

Susan =ram)tonF Laura /!l)!nF Patr!6

C(armel

(armel

“=am !ly m em BersF lose

am!ly m em BersF lose

fr!en3s an3 s!<n!f!ant

r!en3s an3 s!<n!f!ant

ot(ers’ an (ae a far

t(ers ’ an (ae a far

<reater !m )at onreater !m )at on

)at!ents’ e7)er!ene of

at!ents’ e7)er!ene of

! llnessF an3 on t(e!r lon< -

l lnessF an3 on t(e !r lon< -



term (ealt( an3erm (ealt( an3

(a))!nessF t(an any

a))!nessF t(an any

(ea lt(are )rofess!onal4”

ealt(are )rofess!onal4”

(rou<( t(e Pat!ent’s Eyes(rou<( t(e Pat!ent’s Eyes

CARE PAR NER PRO/RA>S

ARE PAR NER PRO/RA>S

1,.sF 3!sount mealsF et45,.sF 3!sount mealsF et45

NRES R,C E. *,S, S

NRES R,C E. *,S, S

1“>ost Planetree

“>ost Planetree

(os)!tals (ae el!m!nate3 !s!t!n< restr!t!ons alto<et(er4”5

os)!tals (ae el!m!nate3 !s!t!n< restr!t!ons alto<et(er4”5

1ER at one

ER at one

(os)!tal “(as a )ol!y of neer se)arat!n< t(e )at!ent from

(os)!tal “(as a )ol!y of neer se)arat!n< t(e )at!ent from

t(e fam!lyF an3 t(ere !s no l!m!tat!on on (o many fam!ly(e fam!lyF an3 t(ere !s no l!m!tat!on on (o many fam!ly

memBers

emBers

may Be )resent4”5

may Be )resent4”5

COLLA:ORA ,*E CARE

OLLA:ORA ,*E CARE

ON=ERENCES



CON=ERENCES

CL,N,CAL /,.EL,NES

L,N,CAL /,.EL,NES

.,SCSS,ONS

,SCSS,ONS

=A>,L? SPACES

A>,L? SPACES

PE *,S, SE *,S, S

1POP+ Pat!ents’ On Pets5

POP+ Pat!ents’ On Pets5

Soure+

oure+







>EALS ARE CEN RALEALS ARE CEN RAL

E*EN S

*EN S

s

“ (ereF you’re



fe34”

,rony+ =ous on “nutr!t!on” (as re3ue3

fous on “foo3” an3 “ser!e”

Soure+ Putt!n< Pat!ents =!rst F Susan =ram)tonF Laura /!l)!nF Patr!6 C(armel

K, CHEN

, CHEN

:EA ,=LEA ,=L

C LER?F

LER?F



PLA ESF E CPLA ESF E C

CHE= REP A ,ON

HE= REP A ,ON

Soure+

oure+





Aroma t(era)y

roma t(era)y

1e4<4F “smell of Ba6!n< oo6!es”from

e4<4F “smell of Ba6!n< oo6!es”from

6!t(enettes !n ea( ar35

!t(enettes !n ea( ar35



Soure+oure+


F Susan =ram)tonF Laura /!l)!nF Patr!6 C(armel Susan =ram)tonF Laura /!l)!nF Patr!6 C(armel

84

4

SP,R, AL, ?+

SP,R, AL, ?+

,NNERNNER



RESORCES =ORESORCES =OR

HEAL,N/

EAL,N/

S)!r!tual!t

r!tual!t

y+ >ean!n

>ean!n

< an3 Connete3ness !n L!fe

an3 Connete3ness !n L!fe

#4 Connete3 to su))ort!e an34 Connete3 to su))ort!e an3

ar!n< <rou)

ar!n< <rou)

&4 Sense of mastery an3 ontrol

4 Sense of mastery an3 ontrol

@4

4

>AKE >EAN,N/ O O=

AKE >EAN,N/ O O=

.,SEASE" =,N. >EAN,N/ ,N .,SEASE" =,N. >EAN,N/ ,N



S==ER,N/

S==ER,N/

Soure+

oure+





/r!ff!n

r!ff!n

+

RE.ES,/N CHAPEL

E.ES,/N CHAPEL

1aterfallFaterfallF

Gu!et mus!F o)en )rayer Boo65

Gu!et mus!F o)en )rayer Boo65

Ot(er

t(er

+ >S,CF =LOWERSF

S,CF =LOWERSF

POR A:LEOR A:LE



LA:?R,N H

LA:?R,N H

Soure+

oure+





%4

4

H>AN OCH+

H>AN OCH+

HE ESSEN ,ALS O=HE ESSEN ,ALS O=

CO>>N,CA ,N/

O>>N,CA ,N/



CAR,N/AR,N/

HRO/H >ASSA/E

HRO/H >ASSA/E

“>ASSA/E ,S A

ASSA/E ,S A

POW ER=L W A? O

OWER=L W A? O

CO>>N,CA E

O>>N,CA E



CAR,N/4”

AR,N/4”



F


usan =ram)tonF Laura /!l)!nF Patr!6 C(armel



44 HEAL,N/ AR S+HEAL,N/ AR S+

N R, ,ON =OR

R, ,ON =OR



HE SOLHE SOL

Planetree+ “En!ronment on3u!e to (eal!n

lanetree+ “En!ronment on3u!e to (eal!n

<”

COLORD

OLORD

L,/H D,/H D

:R,LL,ANCED

R,LL,ANCED

=OR>D

OR>D



AR D

R D

>S,CD

S,CD

Soure+

oure+





=lorene N!<(t!n<ale"

lorene N!<(t!n<ale"

Notes on

otes on

Nurs!n<

urs!n<

")at!ent’s nee3 for B

)at!ent’s nee3 for B

eaut

aut

yF

F

!n3os

!n3os

F floers

loers

+

“Peo)le

Peo)le

say t(e effet !s on lyay t(e effet !s on ly

on t(e m !n34 ,t !s no

n t(e m !n34 ,t !s no



su( t(!n<4 (eu( t(!n<4 (e

effet !s on t(e Bo3yF

ffet !s on t(e Bo3yF

too4”

oo4”

Soure+

oure+

Putt !n Pat !ents = !rs t

utt !n Pat !ents = !rs t



/r!ff!n

r!ff!n

+

>us! !n t(e )ar6!n< lotQ

us! !n t(e )ar6!n< lotQ

)rofess!onal mus!!ans !n t(e

rofess!onal mus!!ans !n t(e

loBByoBBy

1 3ays"ee6F @-(rs"3ay5Q 3ays"ee6F @-(rs"3ay5Q

8 P,ANOS

P,ANOS

Q

olunteers

olunteers

1#&'-#' (rs arts U enterta!nment )er

#&'-#' (rs arts U enterta!nment )er



mont(54

ont(54

Soure+

oure+





4

4

,N E/RA ,N/

N E/RA ,N/

CO>PLE>EN AR?O>PLE>EN AR?

AN. AL ERNA ,*E

N. AL ERNA ,*E

PRAC ,CES ,N O

RAC ,CES ,N O



CON*EN ,ONAL CARE

ON*EN ,ONAL CARE

/r!ff!n ,>C",nte<rat!e >e3!!ne Center

r!ff!n ,>C",nte<rat!e >e3!!ne Center

>ASSA/E

ASSA/E

ACPNC RECPNC RE

>E., A ,ON

E., A ,ON

CH,ROPRAC ,C

H,ROPRAC ,C

N R, ,ONAL R, ,ONAL



SPPLE>EN S

PPLE>EN S

ARO>A HERAP?

RO>A HERAP?

Soure+

oure+





CA> 1Com)lementary U Alternat!e >e3!!ne5+A> 1Com)lementary U Alternat!e >e3!!ne5+

@> )eo)le use !n S

@> )eo)le use !n S

1&95

&95

CA> !s!ts &@>F <reater t(an to

A> !s!ts &@>F <reater t(an to

PCPCP

1Pr!mary Care P(ys!!an5 1W!t( m!n!mumPr!mary Care P(ys!!an5 1W!t( m!n!mum

!nsurane oera<e5

nsurane oera<e5

Well e3uate3-H!<( !nome

ell e3uate3-H!<( !nome

CA> “users” 3on’t tell PCP

A> “users” 3on’t tell PCP

1'95

'95

La6 of true test!n< a re3 (err!n<+La6 of true test!n< a re3 (err!n<+



\@'9 )roe3ures use3 !n

@'9 )roe3ures use3 !n

onent!onal me3!!ne (ae

onent!onal me3!!ne (ae

un3er<one RC s

n3er<one RC s

1ran3om!e3 l!n!al tr!als5

ran3om!e3 l!n!al tr!als5

Soure+



$44 HEAL,N/HEAL,N/

EN*,RON>EN S+

N*,RON>EN S+

ARCH, EC RERCH, EC RE

AN.

N.



.ES,/NES,/N

CON.C,*E

ON.C,*E

O HEAL HO HEAL H

“Planetree Loo6”

lanetree Loo6”

Woo3s an3 natural mater!als

oo3s an3 natural mater!als

,n3!ret l!<(t!n<

n3!ret l!<(t!n<

Homel!6e sett!n<s

omel!6e sett!n<s

/oals+

oals+

Welome )at!entsF fr!en3s an3

elome )at!entsF fr!en3s an3

fam!ly M *alue (umans oer

am!ly M *alue (umans oer

te(nolo<y 44 EnaBle )at!ents to

e(nolo<y 44 EnaBle )at!ents to

)art!!)ate !n t(e!r are M Pro!3eart!!)ate !n t(e!r are M Pro!3e

fle7!B!l!ty to )ersonal!e t(e are of

le7!B!l!ty to )ersonal!e t(e are of



ea( )at!ent M Enoura<e are<!ers to

a( )at!ent M Enoura<e are<!ers to

Be res)ons!e to )at!ents M =oster a

e res)ons!e to )at!ents M =oster a

onnet!on to nature an3 Beauty

onnet!on to nature an3 Beauty

Soure+

oure+





SON.ON.

EX RE

EX RE

L,/H ,N/,/H ,N/

COLOR

OLOR

S>ELL

>ELL



AS E

AS E

SACRE. SPACE

ACRE. SPACE

Soure+

oure+





Aess to nurses stat!on+

ess to nurses stat!on+

“HAPPEN O”

s

s



“HAPPENHAPPEN

W, H”

, H”

Soure+

oure+





CONCLS,ON+

ONCLS,ON+

CAR,N/AR,N/"/ROWROW



H

“EXPER,ENCE

XPER,ENCE

”

CARED"LO*ED"SP,R, DARED"LO*ED"SP,R, D

SEL=-CON ROLD

EL=-CON ROLD

CONNEC D "LEARND "

ONNEC D "LEARND "

,N*OL*ED"EN/A/EDN*OL*ED "EN/A/ED

N.ERS AN.,N/D "/ROW HD

N.ERS AN.,N/D "/ROW HD

.E-S RESSD "HEALD

E-S RESSD "HEALD

WHOLE PA ,EN U =A>,L?

HOLE PA ,EN U =A>,L?



U =R,EN.SD

=R,EN.SD

:E WELLD"S A? WELLDE WELLD "S A? WELLD

=4?4,4+ ,4?4,4+ ,



WORKSDORKSD

/r!ff!n Hos

r!ff!n Hos

)!tal".erB

tal".erB

y C 1Planetree All!ane “HJ”5 Results

C 1Planetree All!ane “HJ”5 Results

+

=,NAN C,ALL? SCCESS=L4

,NAN C,ALL? SCCESS=L4

EXPAN.,N/ PRO/RA> S-

XPAN.,N/ PRO/RA> S-

PH?S,CALL?4

H?S,CALL?4

/ROW,N/

/ROW,N/

>ARKE SHARE4

ARKE SHARE4

ONL?

NL?

HO SP, AL ,N “#'' :ES

OSP, AL ,N “#'' :ES

CO> PAN,ESS O WORK =OR”

O> PAN,ESS O WORK =OR”



CON SEC ,*E ?EARSF

CON SEC ,*E ?EARS F

CRREN L? I%4

RREN L? I%4

“=!e-Star Hos)!talsF” 0oe =loerF

“=!e-Star Hos)!talsF” 0oe =loerF

strate<y2Bus!ness

trate<y2Bus!ness

1I&5

1I&5

Documents

TheWorks C11 Value Added 2016