Tom Peters based their strategy to survive in the new era in which we find in 11 truths about leadership, explained during his lecture ExpoManagement 2004: Business Excellence in a Disruptive Age.
(This article I wrote in May 2004 to Noticias.com and had lost ... it public again because I think what Tom Peters told us in 2004 is still valid today for our companies)
It's been four days since the end Expomanagement. Now I start to digest everything that was said in Congress, because the truth is that after attending the 11 conferences of the main "gurus" of management was completely jammed with information and new ideas. I needed to sit down and write and make drawings, to begin to structure the chaos in my mind.
Of the 11 conferences, which struck me most was the Tom Peters. I was shocked not because say 3,000 people (mostly men), which should give power to women managers, not because we were screaming and "hitting fights" for a couple of hours, but by the turning of attending one of his lectures. You just replanteándotelo everything and salts determined to act to change the conventional structures.
The phrase that sums it all up:
“If you don’t like change, you’re going to like irrelevance even less”.
Let us begin:
The 11 truths of leadership:
1. Talent Management:
In the era of "added value" through the imagination, creativity and intellectual capital, the most important thing in a business is the recruitment, development and retention of talented people out of the ordinary.
Great leaders rely on the talent of his team. The mission of a leader should be to develop and manage talent of his team.
He quotes from David Ogilvy: "Our business needs a massive transfusion of talent, and talent, I think, it is usually between nonconformists, dissidents and rebels.”
For Tom Peters, companies should not "manage career"Of its employees. They must offer them opportunities to develop their own personality, so that they can handle themselves direct their own career. Life should be seen as a project for each person, step by a company must be part of a personal project. The company should help carry out this project.
2. Metabolism management of a company:
The interaction between entrepreneurship, competition and invention, each time moves faster. The mission of a leader is to increase and manage the ratio of this interaction in your organization.
Tom Peters suggests that to improve this ratio, strategic business meetings are conducted several times a week instead of several times a year.
Quote from Mario Andreotti: "If things seem under control, you're not doing it fast enough”.
3. Technology Management:
Internet and other technologies associated with the network, are changing everything. The leader of a company should be directly responsible for the implementation of new technologies in your business (boring it).
4. Management Barriers:
Cita de Frank Lekanne Deprez & René Tissen "The organizations we created have become tyrants. They have taken control, keeping us chained, creating barriers that slow us rather than help us in our business. The lines we draw on our precious organization charts, have become walls for no one can climb, penetrate or even see what lies beyond.”
With this appointment, Tom Peters illustrates what for him is one of the main problems of today's companies: bureaucracy and processes.
In his view, the only solution to survive in the new era in which we live, is tear down these barriers and completely redesign the structure and business processes. To this it suggests that the eBusiness implementation at all levels of our organizations can help greatly to achieve this goal.
5. Management of Oblivion:
The new competitive reality, you need to give back to those and everything that brought us here. Every leader needs a formal strategy, to forget what he has learned.
Cita de Dee Hock: “The problem is not how to have new lines of thought in your mind, but how to let go of old.”
6. Management Metaphysics:
new values are emerging. Every time we move further into a world where products and services are ethereal. A leader must be aware of these changes.
Tom Peters suggests that the leader of a company is also the MIC of the company ( "Metaphysician-in-Chief”).
Quote Kjell Nordstrom and Jonas Ridderstråle (Funky Business): “The 'surplus society' has a surplus of similar companies, employing similar people, with similar education, with similar ideas, producing similar things, with similar prices and similar quality.”
Tom Peters argues that many companies have defined "best practices" now all act the same way.
For Peters the secret is to focus on the experiences that our client gets acquiring our product. To my knowledge this is the most important part of the conference. The "philosopher's stone" of the new era: focus on experiences, not products.
For Harley Davidson (lecture by Richard Teerlink, President of Harley Davidson) and it became clear that the strategy for the conversion of Harley was based on selling experiences, not products "We focus on giving the customer reason to go on a motorcycle"... And the way you sell a bike, but the important thing is to convey all that emotionally get when driving a Harley.
Transmitting Harley experience "Rebellious lifestyle”
“What we sell is the ability of an accountant of 43 years of dressing in black leather, driving through small villages and get teenagers afraid of him.”
Peters illustrates this with other examples:
- Selling Toys: Focus on communicating the care of children. Sales of sportswear: focus on assisting sporting events. Sale of flatware: focus on the experience of eating out.
- Selling garden tools: Focus on landscaping services. Car sales: focus on repair and car maintenance.
The secret is to emotionally connect with the customer and focus on differentiation focused on customer experiences. Obviously you have to have a good product, but what management intends Metaphysics is that you focus on experience rather than the product.
7. Opportunity Management
There are 2 groups both forgotten all marketing strategy and product: women and people between 45 and 65 years. These two segments offer great opportunities for the leader who knows how to reach them.
Opportunity 1: Women
Según datos mostrados por Peters, las mujeres toman la decisión de compra del 94% de los productos que forman parte de un hogar, del 92% de los destinos vacacionales, del 66% de los ordenadores personales domésticos, del 68% de los coches. En líneas generales, las mujeres toman la decisión de compra del 83% de todas las compras. Pero son las grandes olvidadas de los directores de marketing. Según datos de Martha Barletta, de Marketing to Women, el 91% de las mujeres piensan que los anunciantes no las entienden y el 58% además se sienten disgustadas con los anuncios que ven.
For Tom Peters, the essence of marketing to women is to be aware that a woman does not buy a brand, adheres to a brand becomes part of it. The main thing for a woman is the connection with other women, and this can make it through a brand.
Peters's advice is: "first connect women among them and then connect them to the brand". (When you ask a girl "How was school? ", It's natural to tell you chapter and verse how he has gone on and tell you about all her friends. When you ask a child, simply replies "I went well.”)
My personal opinion about it, as a woman and marketiniana is that we are indeed a forgotten target. Forgotten even by ourselves. Because I confess that in the marketing plan Noticias.com no special actions are included to capture women, just think globally and act. And that is precisely the error that Peters commits the vast majority of planners. And therefore, it is a great opportunity for those who know her. (I take good note and promise to correct).
Opportunity 2: between 45 and 65 years old
The figures Peters offers to illustrate this opportunity, say it all:
Between 2000 and 2010, the segment of people between 18 and 44 years will decrease by 1%. The segment of over 55 years of age will grow by 21%. Moreover, specifically, the segment of people between 55 and 64 years will increase by 47%.
Paradoxically, even though those over 45 will be a major segment and with great purchasing power (all mortgages are paid), almost no products (other than pension plans) that target them specifically.
Peters sees here a great opportunity for those leaders who know how to use it. His advice to do is focus on innovations and systems of delivery of the goods.
8. Portfolio Management:
We must think of each of the parties mentioned in the above (our talented employees, customers, suppliers, leaders, projects, initiatives, etc ...) in terms of portfolio. The key question is: "It is our portfolio as strange as these strange times demand? ". The leader of a company must think like you would a venture capital firm: creating and managing diverse portfolios strategically, not realizing an overall strategy for all parties involved.
Mark Twain quote that illustrates this point: "The best swordsman in the world should not fear the second best swordsman in the world; not, who should fear is an ignorant antagonist who has never had a sword in his hand; It not is acting as it should, so the expert is not prepared to fight him; It does things that just should not do and surprising the expert and beating him.”
Transposing this quote to the business world would come to tell us that to grow a company needs to break vicious circles of competition and imitation. Tom Peters proposes to ask ourselves if we used rare enough to represent the rare society. also it proposes to establish a coefficient of rarity in our company with a scale of 1 to 10.
9. Error Management:
To err is more important than ever in the age in which we live. The error rate is the best indicator of the rapid adaptation of a company of its time. A good leader must "manage"Processes of error (literally said it).
Cita de C. Northcote Parkinson: “Perfection is achieved only in companies that are about to collapse.”
That is, in times where innovation is one of the pillars of the company, should encourage people to take risks and therefore make mistakes. Of these errors will encourage knowledge and creativity at all levels end up finding what really makes the difference and will catapult us to success.
10. Case Management:
A good leader creates a "cause", not a business. The business will operate from the time that all employees, suppliers and customers to work for a common cause.
Cita de Richard Brandson: “I've never thought of myself as a businessman. What has always mattered to me is to create things that I feel proud.”
Cita de Howard Gardner (Leading Minds: An anatomy of Leadership): “The key (perhaps 'The Key') leadership is effective communication of a story.”
11. Management of the Passion:
The passion can move mountains. This became clear to us in exposing Peters and also in the rest of speakers ExpoManagement. If something is important in business it is the passion of their leaders and their employees.
Quote Napoleon "A leader is a dealer in hope.”
Enthusiasm is contagious, there's no doubt. And Tom Peters exuded passion for the nearly two hours of your conference.
And finally, I include this little scheme that belongs to one of the slides in the presentation of Peters:
The 12 truths of business success
- Talent is the lack of respect for tradition Passion to irrationality.
- Believing in "What we're doing here."
- Not believe in the "normal behavior of the industry."
- Obsessed with the "Action" ... and contempt for those who "do not get it".
- devilishly fast speed.
- Go up and out.
- I hate bureaucracy (red tape hate with passion).
- Total customer orientation.
- Rewarding errors.
- Punishing the poor triumph.
- Courage to fight alone against the forces of the "conventional wisdom /".
- Clear understanding of the power of the brand.
I hope this article will be as profitable as it was for me the conference.
Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.