Download Issue Y2K The Great War for Talent!

Ace Hardware
Georgia World
Congress Center
7 April 2000
“It means nothing
less than the total
reinvention of
this company.”
Jacques’ New New Ford
Ford + MSN CarPoint
Ford + Yahoo!
Ford + Oracle
Ford + HP/MCIWorldcom
Etc.
Etc.
Brand Inside
Brand Org!
RR on Sara Lee
“The most profitable
businesses in the future will act
as knowledge brokers, linking
insights into what’s available
with insights into the
customer’s individual needs
and preferences.”
“We want to be the
air traffic controllers
of electrons.”
Bob Nardelli,
GE Power Systems
“UPS used to be a trucking
company with technology.
Now it’s a technology
company with trucks.”
Forbes (1-00), on UPS’s $11B spent on IS in
the 90s; UPS was Forbes’ “Company of the
Year”
Brand Inside
Brand Work!
“Reward excellent
failures. Punish
mediocre
successes.”
Phil Daniels, Sydney exec
“Every project we take
on starts with a question:
How can we do what’s
never been done
before?”
Stuart Hornery, CEO, Lend Lease
“You really got to me. So
many of our information technology
projects take on a life of their own,
and I know they’ll never end up as
more than ‘mediocre successes.’ ”
CEO, F100 financial
services company (10-98)
The greatest danger
for most of us
is not that our aim is
too high
and we miss it,
but that it is
too low
and we reach it.
Michelangelo
Brand Inside
Brand Talent!
Issue Y2K
The Great War
for Talent!
There is no “talent shortage” …
if …
you are a
GPTW*
*Great Place To Work
Self-control =
Engagement =
Effectiveness*
* “How Pilots Fly the Plane Varies a Lot
from Airline to Airline” (WSJ/031400);
PD on mbo
H.R. to H.E.D. ???
Human
Enablement
Department
Brand Outside
Context:
No “Commodities”!
Quality Not Enough!
“While everything may be
better, it is also increasingly
the same.”
Paul Goldberger on retail, “The Sameness
of Things,” The New York Times
“The ‘surplus society’ has a surplus of
similar companies, employing similar
people, with similar educational
backgrounds, working in similar jobs,
coming up with similar ideas,
producing similar things, with similar
prices and similar quality.”
Kjell Nordstrom and Jonas Ridderstrale,
Funky Business
The “10X/10X
Phenomenon”
10 Times Better/
10 Times Less Different
“When we did it ‘right’
it was still pretty
ordinary.”
Barry Gibbons on
“Nightmare No. 1”
Brand Outside
Strategy 1:
Use E-Commerce
to Re-invent the
Business!
Dell’s Web sales …
daily ?
$35,000,000.
I-24 to 1-28: BizRate.com Online
Shopping Index [Consumer Goods]
52 Weeks:
+622%
Source: The Industry Standard/02-00
“In the network economy, the
Website becomes the company’s
primary interface to the customer.
The user interface becomes the
marketing materials, store front,
store interior, sales staff and postsales support all rolled into one.”
Jakob Nielsen,
Designing Web Usability
Welcome to
D.I.Y. Nation!
“Changes in business processes will
emphasize self service. Your costs as
a business go down and
perceived service goes up
because customers are conducting it
themselves.”
Ray Lane, Oracle
Shop in your
Underwear
Source: SM’d logo for www.ae.com
ae = American Eagle Outfitters
Anne Busquet/ American Express
Not: “Age of the Internet”
Is: “Age
of Customer
Control”
B2B
1999 – 2004: 50X
2004: $7.4 T
Source: GartnerGroup
(per Reuters 1-26-00)
GM/Ford/DaimlerChrysler (02-27)
Auto parts supply “Co.”
$240B (+$500B)
I.P.O.
W.W. Grainger*
2X phone/fax
*$220B “MRO” market (per Business 2.0/02-00)
“Where does the Internet rank
in priority?
It’s No. 1, 2, 3,
and 4.”
Jack Welch
There are 2 Kinds of …
Defense*
vs.
Offense**
*Fend off upstarts.
**Reinvent our marketspace!
Getting Right Down to
Brass Tacks …
Bricks & Mortar?
Clicks & Mortar?
All Clicks All the time?
#1: ANY IDIOT WHO THINKS
CONSUMERS ARE GOING
TO GIVE UP THE
IN-STORE SHOPPING
EXPERIENCE FOR THE
INTERNET IS JUST THAT.
AN IDIOT.
#2: ANY IDIOT WHO THINKS
WE ARE STILL GOING TO
BE HANGING OUT IN
STORES 15 YEARS FROM
NOW IS JUST THAT.
AN IDIOT.
TP: ANY IDIOT WHO THINKS
THEY KNOW WHICH ONE
OF THE ABOVE TWO
STATEMENTS IS TRUE
IS THE BIGGEST IDIOT
OF ALL.
No Room for “Competent”* Sorts
Beer Wholesalers
Personal Trainers [FitLinxx]
Financial Planners
Car Dealers
* LVA, “M”VA … vs.
HVA [Web-enhanced]
Brand Outside
Strategy 2:
Women Rule!
?????????
Home Furnishings … 94%
Vacations … 92%
Houses … 91%
Bank Account … 89%
Health Care … 75%
Etc.
48% working wives > 50%
80% checks
61% bills
53% stock (mutual fund boom)
43% > $500K
95% financial decisions/
29% single handed
Women … 49% of Web users; 6
of 10 new users; 83% of wired
women are primary decision
makers for family healthcare,
finances, education.
Source: Business Week (11-99)
$3.3T + $1.5T = $4.8T
9M/27.5M/$3.6T
Yeow!
1970 … 1%
2000 … 50%
OPPORTUNITY
NO. 1!
Carol Gilligan/ In a Different Voice
Men: Get away from authority, family
Women: Connect
Men: Self-oriented
Women: Other-oriented
Men: Rights
Women: Responsibilities
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.”
How Many Gigs You Got, Man?
“Hard to believe … Different criteria”
“Every research study we’ve done
indicates that women really care
about the relationship with their
vendor.”
Robin Sternbergh/ IBM
Marketing to Women: Help Them
Save Time!
80% … work
86% … cook
58% … run errands with kids
38% … take child to school
21% … go to the gym
21% … take outside classes
27 March 2000: email to TP from
Shelley Rae Norbeck
“I make 1/3rd more money than my
husband does. I have as much financial
‘pull’ in the relationship as he does. I’d say
this is also true of most of my women
friends. Someone should wake up, smell
the coffee and kiss our asses long enough
to sell us something! We have money to
spend and nobody wants it!”
Speaking of
Enormous
[Missed] [Huge]
Opportunities ...
74/55
“At each stage of their lives, the
needs and desires of the baby
boomers have become the dominant
concerns of American business and
popular culture. If you can anticipate
the movement of the baby-boom
generation’s life-span migration, you
can see the future.”
Ken Dychtwald, Age Wave
Aging/“Elderly”
2X growth rate
$$$$$$$$$$$$
“I’m in charge!”
Good source: Ken Dychtwald,
Age Wave
Priorities: Aging/“Elderly”
Experiences …
Convenience … Comfort
… Access … Respect!
Brand Outside
Strategy 3:
It’s the Experience!
“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
“The [Starbucks] Fix” Is on …
“We have identified a ‘third
place.’ And I really believe that
sets us apart. The third place is
that place that’s not work or
home. It’s the place our
customers come for refuge.”
Nancy Orsolini, District Manager
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
Marketing Aesthetics
“managing aesthetics experiences”
… “aesthetics strategy” … “marketing
of sensory experiences that
contribute to the organization’s or
brand’s identity” … “mapping
strategic vision to sensory stimuli”
Source: Marketing Aesthetics, Bernd Schmitt &
Alexander Simonson
Look + Feel + Taste + Touch
+ Sound + Smell + Texture +
Color + Typeface + Etc. =
EXPERIENCE*
* Bernd Schmitt & Alexander Simonson,
Marketing Aesthetics
“Experience”/
Marketing Aesthetics/
Design
=
P.O.V., not P.O.P.
Brand Outside
BRAND POWER!
Brand It!
Now, More Than Ever!
“The increasing difficulty in
differentiating between products and
the speed with which competitors take
up innovations will assist in the rise
and rise of the brand.”
Gillian Law and Nick Grant,
Management [New Zealand]
Brand = You Must Care!
“Success means never letting
the competition define you.
Instead you have to define
yourself based on a point of
view you care deeply about.”
Tom Chappell, Tom’s of Maine
“In the funky village, real
competition no longer revolves
around marketshare. We are
competing for attention –
mindshare and heartshare.”
Kjell Nordstrom and Jonas Ridderstrale,
Funky Business
Brand Leadership
Lead Out Loud!
Brand Leadership!
“A key – perhaps the key –
to leadership is
the effective
communication
of a story.”
Howard Gardner
Leading Minds: An Anatomy of Leadership
Ann Richards’ Dogma
Show up!
Know your message!
PUT YOURSELF
AT RISK EVERY DAY!
Brand Leadership:
ENTHUSIASM RULES!
“I am a dispenser of
enthusiasm.”/ Ben
Zander