This is …Your Moment!

Tom Peters/ARDA/Crystal Ball Luncheon/04.14.2002

All Slides Available at …

tompeters.comNote: Lavender text in this file is a link.

10 Certainties.

1. It’s a WOMAN’s World. (Period.)

?????????

Home Furnishings … 94%Vacations … 92% (Adventure Travel … 70%/ $55B

travel equipment)

Houses … 91%Consumer Electronics … 51%

Cars … 60% (90%)All consumer purchases … 83%

Bank Account … 89%Health Care … 80%

2/3rds working women/50+% working wives > 50%

80% checks61% bills

53% stock (mutual fund boom)

43% > $500K95% financial decisions/

29% single handed

FemaleThink/ Popcorn

“Men and women don’t think the same way, don’t communicate the same

way, don’t buy for the same reasons.”

“He simply wants the transaction to take place. She’s interested in

creating a relationship. Every place women go, they make

connections.”

Read This Book …

EVEolution: The Eight Truths of Marketing to Women

Faith Popcorn & Lys Marigold

EVEolution: Truth No. 1

Connecting Your Female Consumers to Each

Other Connects Them to Your Brand

“Women don’t buy

brands. They join them.”

EVEolution

Stupid: “Amazing, now that I think about it. A bunch of

guys --developers, architects, contractors--sitting around designing

shopping centers. And the ‘end users’ will be

overwhelmingly women!”

2. It’s BOOMER World. (Period.)

“ ‘Age Power’ will rule the 21st century, and we are woefully

unprepared.”Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old

“NOT ACTING THEIR AGE: As Baby Boomers

Zoom into Retirement, Will America Ever Be the

Same?”USN&WR Cover/06.01

50+

$7T wealth (70%)/$2T annual income50% all discretionary spending

79% own homes/40M credit card users41% new cars/48% luxury

$610B healthcare spending/74% prescription drugs

5% of advertising targets

Ken Dychtwald, Age Power: How the 21st Century Will Be Ruled by the New Old

3. It’s an EXPERIENCES

World.

“Experiences are as distinct from services as services are from

goods.”Joseph Pine & James Gilmore, The Experience Economy:

Work Is Theatre & Every Business a Stage

Experience: “Rebel Lifestyle!”

“What we sell is the ability for a 43-year-old accountant to dress in black leather, ride

through small towns and have people be afraid of him.”

Harley exec, quoted in Results-Based Leadership

Westin’s …

Heavenly Bed

4. It’s a BRAND World.

“WHO ARE WE?”

“WHAT’S OUR

STORY?”

“EXACTLY HOW ARE WE

DRAMATICALLY DIFFERENT?”

1st Law Mktg Physics: OVERT BENEFIT (Focus: 1 or 2 > 3 or 4/“One Great Thing.” Source #1: Personal Passion)

2ND Law: REAL REASON TO BELIEVE (Stand & Deliver!)

3RD Law: DRAMATIC DIFFERENCE (Execs Don’t Get It:

See the next slide.)

Source: Jump Start Your Business Brain, Doug Hall

2 Questions:

“How likely are you to purchase this new product or service?” (95% to 100% weighting by execs)

“How unique is this new product or service?” (0% to 5%*)

*No exceptions in 20 years – Doug Hall, Jump Start Your Business Brain

DO THE HOUSEKEEPERS & CLERKS “BUY

IT”? [ARE YOU V-E-R-Y SURE?]

“WHY DOES IT MATTER TO

THE CLIENT?”

“EXACTLY HOW DO I

PASSIONATELY CONVEY THAT DRAMATIC

DIFFERENCE TO THE CLIENT ?”

5. It’s an IS/IT World.

“There’s no use trying,” said Alice. “One can’t believe impossible things.”

“I daresay you haven’t had much practice,” said the Queen. “When I was

your age, I always did it for half an hour a day. Why, sometimes I’ve

believed as many as six impossible things before breakfast.”

Lewis Carroll

I’net …

… allows you to dream dreams

you could never have dreamed

before!

6. It’s a TALENT World.

Message: Some people are better than other

people. Some people are a helluva lot better than other

people.

Model 25/8/53: Sports Franchise GM

7. It’s a CREATOR’s

World.

“Customers will try ‘low cost

providers’ … because the Majors have not

given them any clear reason not to.”

Leading Insurance Industry Analyst

SWA > American +

Continental + Delta + Northwest + United + USAirways.

Source: Boston Globe (12.22.2001)

Getting Beyond Lip Service!

“No longer are we only an insurance provider. Today, we also offer our customers the products and services that help them achieve their dreams, whether it’s financial

security, buying a car, paying for home repairs, or even taking a dream

vacation.”—Martin Feinstein, CEO, Farmers Group

“Our mission is to go from being the world’s premier timeshare—which is a large idea in a small

industry—to being what we call the market makers for global travel and

leisure. … We need to enable developers to be involved in more travel and leisure products, rather than just the timeshare side.”—Ken

May, RCI (Source: Developments)

“VISIONS OF A BRAND-NAME OFFICE EMPIRE. Sam Zell is not a man plagued by self doubt. Mr. Zell controls public

companies that own nearly 700 office buildings in the United States. … Now Mr. Zell says he will

transform the real estate market by turning those REITs into national brands. … Mr. Zell

believes [clients] will start to view those offices as something more than a commodity chosen chiefly by price and location.” –New York Times

(12.16.2001)

The Big Day!

09.11.2000: HP bids

$18,000,000,000for

PricewaterhouseCoopersconsulting business!

“These days, building the best server isn’t enough. That’s the

price of entry.”

Ann Livermore, Hewlett-Packard

Gerstner’s IBM: Systems Integrator of choice. (BW/12.01). Global

Services: $35B. Pledge/’99: Business Partner Charter. 72 strategic partners, aim for 200. Drop many in-

house programs/products.

8. It’s a FREAK’s

World.

Forget>“Learn”

“The problem is never how to get new, innovative

thoughts into your mind,

but how to get the old ones out.”

Dee Hock

“Reward excellent failures. Punish

mediocre successes.”

Phil Daniels, Sydney exec

Sam’s

Secret #1!

The greatest dangerfor most of us

is not that our aim istoo high

and we miss it,but that it is

too lowand we reach it.

Michelangelo

9. It’s a JUGGLER’s

World.

“If things seem under control, you’re just not

going fast enough.”

Mario Andretti

10. It’s an ENTHUSIAST’s

World.

BZ: “I am a … Dispenser of Enthusiasm!”

Thank You!