Small and medium-sized companies are a major source of jobs growth, now and for the future.

1. Tom Peters’Tom Peters’
EXCELLENCEEXCELLENCE !!
““THE WORKS”THE WORKS”
A Half-Century’s Reflections/1966-2016A Half-Century’s Reflections/1966-2016
ChapterChapter NINENINE::
LOSERS/WINNERSLOSERS/WINNERS
THE AGE OF SMALL/ISHTHE AGE OF SMALL/ISH
01 January 201601 January 2016
(10+ years of presentation slides at(10+ years of presentation slides at tompeters.comtompeters.com))

2. Contents/“The Works”/1966-2016/EXCELLENCEContents/“The Works”/1966-2016/EXCELLENCE !!
ChapterChapter ONEONE:: Execution/The “All-Important Last 95%”Execution/The “All-Important Last 95%”
ChapterChapter TWOTWO:: EXCELLENCE (Or Why Bother at All?)EXCELLENCE (Or Why Bother at All?)
ChapterChapter THREETHREE:: The “Strategy First” MythThe “Strategy First” Myth
ChapterChapter FOURFOUR:: (REALLY) First Things Before First Things(REALLY) First Things Before First Things
ChapterChapter FIVEFIVE:: 34 BFOs/Blinding Flashes of the Obvious34 BFOs/Blinding Flashes of the Obvious
ChapterChapter SIXSIX:: Putting People (REALLY!) FirstPutting People (REALLY!) First
ChapterChapter SEVENSEVEN:: Tech Tsunami/Software Is Eating the World++Tech Tsunami/Software Is Eating the World++
ChapterChapter EIGHTEIGHT:: People First/A Moral Imperative Circa 2016People First/A Moral Imperative Circa 2016
ChapterChapter NINENINE:: Giants Stink/Age of SMEs/Be The Best,Giants Stink/Age of SMEs/Be The Best,
It’s the Only Market That’s Not CrowdedIt’s the Only Market That’s Not Crowded
ChapterChapter TENTEN:: Innovate Or Die/W.T.T.M.S.W./Innovate Or Die/W.T.T.M.S.W./
Whoever Tries The Most Stuff Wins++Whoever Tries The Most Stuff Wins++
ChapterChapter ELEVENELEVEN:: Nine Value-added StrategiesNine Value-added Strategies
ChapterChapter TWELVETWELVE:: Value Added/1Value Added/1STST
Among Equals/DESIGNAmong Equals/DESIGN
MINDEDNESSMINDEDNESS
ChapterChapter THIRTEENTHIRTEEN:: The “PSF”/Professional Service Firm “Model”The “PSF”/Professional Service Firm “Model”
as Exemplar/“Cure All”as Exemplar/“Cure All”
ChapterChapter FOURTEENFOURTEEN:: You/Me/The “Age of ‘BRAND YOU’/‘Me Inc.’”You/Me/The “Age of ‘BRAND YOU’/‘Me Inc.’”
ChapterChapter FIFTEENFIFTEEN:: Women Are Market #1 For Everything/Women Are Market #1 For Everything/
Women Are the Most Effective LeadersWomen Are the Most Effective Leaders
ChapterChapter SIXTEENSIXTEEN:: Leadership/46 Scattershot TacticsLeadership/46 Scattershot Tactics
ChapterChapter SEVENTEENSEVENTEEN:: Avoid Moderation!/PursueAvoid Moderation!/Pursue
““Insanely Great”/Just Say “NO!” to NormalInsanely Great”/Just Say “NO!” to Normal
Appendix:Appendix: Library of Best QuotesLibrary of Best Quotes

3. This—circa January 2016—is my best shot. It took 50 years to write!This—circa January 2016—is my best shot. It took 50 years to write!
(From 1966, Vietnam, U.S. Navy ensign, combat engineer/Navy Seabees—(From 1966, Vietnam, U.S. Navy ensign, combat engineer/Navy Seabees—
my 1st “management” job—to today, 2016.) It is …my 1st “management” job—to today, 2016.) It is … “THE WORKS.”“THE WORKS.” THETHE
WORKS is presented in PowerPoint format—but it includes 50,000++WORKS is presented in PowerPoint format—but it includes 50,000++
words of annotation, the equivalent of a 250-page book.words of annotation, the equivalent of a 250-page book.
The times are nutty—and getting nuttier at an exponential pace. I haveThe times are nutty—and getting nuttier at an exponential pace. I have
taken into account as best I can (there really are no “experts”) thetaken into account as best I can (there really are no “experts”) the
current context. But I have given equal attention to more or less eternalcurrent context. But I have given equal attention to more or less eternal
(i.e., human) verities that will continue to drive organizational(i.e., human) verities that will continue to drive organizational
performance and a quest for EXCELLENCE for the next several years—andperformance and a quest for EXCELLENCE for the next several years—and
perhaps beyond. (Maybe this bifurcation results from my odd adult lifeperhaps beyond. (Maybe this bifurcation results from my odd adult life
circumstances: 30 years in Silicon Valley, 20 years in Vermont.)circumstances: 30 years in Silicon Valley, 20 years in Vermont.)
Enjoy.Enjoy.
Steal.Steal.
P-L-E-A-S-E try something, better yet several somethings.* ** *** ****P-L-E-A-S-E try something, better yet several somethings.* ** *** ****
**********
*Make no mistake …*Make no mistake … THISTHIS ISIS AA 1717--CHAPTERCHAPTER BOOKBOOK … which happens to… which happens to
be in PowerPoint format; I invite you to join me in this unfinished—half century to datebe in PowerPoint format; I invite you to join me in this unfinished—half century to date
—journey.—journey.
**My “Life Mantra #1”: WTTMSW/Whoever Tries The Most Stuff Wins.**My “Life Mantra #1”: WTTMSW/Whoever Tries The Most Stuff Wins.
***I am quite taken by N.N. Taleb’s term “antifragile” (it’s the title of his***I am quite taken by N.N. Taleb’s term “antifragile” (it’s the title of his
most recent book). The point is not “resilience” in the face of change;most recent book). The point is not “resilience” in the face of change;
that’s reactive. Instead the idea is proactive—literally “getting off ” on the madnessthat’s reactive. Instead the idea is proactive—literally “getting off ” on the madness
per se; perhaps I somewhat anticipated this with my 1987 book,per se; perhaps I somewhat anticipated this with my 1987 book, Thriving on ChaosThriving on Chaos ..
****Re “new stuff,” this presentation has benefited immensely from Social Media—e.g.,****Re “new stuff,” this presentation has benefited immensely from Social Media—e.g.,
I have learned a great deal from my 125K+ twitter followers; that is, some fraction ofI have learned a great deal from my 125K+ twitter followers; that is, some fraction of
this material is “crowdsourced.”this material is “crowdsourced.”
********** I am not interested in providing a “good presentation.” I amI am not interested in providing a “good presentation.” I am
interested in spurring practical action. Otherwise, why waste your time—interested in spurring practical action. Otherwise, why waste your time—
or mine?or mine?

4. EpigraphsEpigraphs
““Business has to give people enriching, rewarding lives …Business has to give people enriching, rewarding lives …
or it's simply not worth doing.”or it's simply not worth doing.” —Richard Branson—Richard Branson
““Your customers will never be any happierYour customers will never be any happier
than your employees.”than your employees.” —John DiJulius—John DiJulius
““We have a strategic plan. It’s called ‘doing things.’ ”We have a strategic plan. It’s called ‘doing things.’ ” —Herb Kelleher—Herb Kelleher
““You miss 100% of the shots you never take.”You miss 100% of the shots you never take.” —Wayne—Wayne GretzkyGretzky
““Ready. Fire. Aim.”Ready. Fire. Aim.” —Ross Perot—Ross Perot
““ExecutionExecution isis strategy.”strategy.” —Fred Malek—Fred Malek
““Avoid moderation.”Avoid moderation.” —Kevin Roberts—Kevin Roberts
““I’m not comfortable unless I’m uncomfortable.”I’m not comfortable unless I’m uncomfortable.” —Jay Chiat—Jay Chiat
““It takes 20 years to build a reputation and five minutes to ruin it.”It takes 20 years to build a reputation and five minutes to ruin it.”
——John DiJulius on social mediaJohn DiJulius on social media
““Courtesies of a small and trivial character are the ones whichCourtesies of a small and trivial character are the ones which
strike deepest in the grateful and appreciating heart.”strike deepest in the grateful and appreciating heart.” —Henry Clay—Henry Clay
““You know a design is cool when you want to lick it.”You know a design is cool when you want to lick it.” —Steve Jobs—Steve Jobs
““This will be the women’s century.”This will be the women’s century.” —Dilma Rousseff—Dilma Rousseff
““Be the best. It’s the only market that’s not crowded.”Be the best. It’s the only market that’s not crowded.” —George Whalin—George Whalin

5. First Principles. Guiding Stars. Minimums.First Principles. Guiding Stars. Minimums.
**EXECUTION! The “Last 99%.”EXECUTION! The “Last 99%.”
GET IT (Whatever) DONE.GET IT (Whatever) DONE.
**EXCELLENCE. Always. PERIOD.EXCELLENCE. Always. PERIOD.
**People REALLY First! Moral Obligation #1.People REALLY First! Moral Obligation #1.
**EXPONENTIAL Tech Tsunami.EXPONENTIAL Tech Tsunami.
GET OFF ON CONTINUOUS UPHEAVALS!GET OFF ON CONTINUOUS UPHEAVALS!
**Innovate or DIE!Innovate or DIE!
WTTMSW/Whoever Tries The Most Stuff Wins!WTTMSW/Whoever Tries The Most Stuff Wins!
**Women Buy (EVERYTHING)!Women Buy (EVERYTHING)!
Women Are the Best Leaders! Women RULE!Women Are the Best Leaders! Women RULE!
**Oldies Have (All of) the Market Power!Oldies Have (All of) the Market Power!
**DESIGN Matters! EVERYWHERE!DESIGN Matters! EVERYWHERE!
**Maximize TGRs!/Things Gone RIGHT!Maximize TGRs!/Things Gone RIGHT!
**SMEs, Age of/“Be the Best,SMEs, Age of/“Be the Best,
It’s the Only Market That’s Not Crowded”It’s the Only Market That’s Not Crowded”
**Moderation KILLS!Moderation KILLS!

6. NEW WORLD ORDERNEW WORLD ORDER ??!!
0810/2011:0810/2011:
Apple > ExxonApple > Exxon **
0724/2015:0724/2015:
Amazon > WalmartAmazon > Walmart ****
*Market capitalization; Apple became*Market capitalization; Apple became #1#1 in the world.in the world.
**Market capitalization; Walmart is a “Fortune**Market capitalization; Walmart is a “Fortune 11””
company—company—
the biggest in the world by sales.the biggest in the world by sales.

7. Phew.Phew.

8. Contents/“The Works”/1966-2016/EXCELLENCEContents/“The Works”/1966-2016/EXCELLENCE !!
ChapterChapter ONEONE: Execution/The “All-Important Last 95%”: Execution/The “All-Important Last 95%”
ChapterChapter TWOTWO: EXCELLENCE (Or Why Bother at All?): EXCELLENCE (Or Why Bother at All?)
ChapterChapter THREETHREE: The “Strategy First” Myth: The “Strategy First” Myth
ChapterChapter FOURFOUR: (REALLY) First Things Before First Things: (REALLY) First Things Before First Things
ChapterChapter FIVEFIVE: 34 BFOs/Blinding Flashes of the Obvious: 34 BFOs/Blinding Flashes of the Obvious
ChapterChapter SIXSIX: Putting People (REALLY!) First: Putting People (REALLY!) First
ChapterChapter SEVENSEVEN: Tech Tsunami/Software Is Eating the World++: Tech Tsunami/Software Is Eating the World++
ChapterChapter EIGHTEIGHT: People First/A Moral Imperative Circa 2016: People First/A Moral Imperative Circa 2016
ChapterChapter NINENINE: Giants Stink/Age of SMEs/Be The Best,: Giants Stink/Age of SMEs/Be The Best,
It’s the Only Market That’s Not CrowdedIt’s the Only Market That’s Not Crowded
ChapterChapter TENTEN: Innovate Or Die/W.T.T.M.S.W./: Innovate Or Die/W.T.T.M.S.W./
Whoever Tries The Most Stuff Wins++Whoever Tries The Most Stuff Wins++
ChapterChapter ELEVENELEVEN: Nine Value-added Strategies: Nine Value-added Strategies
ChapterChapter TWELVETWELVE: Value Added/1: Value Added/1STST
Among Equals/DESIGNAmong Equals/DESIGN
MINDEDNESSMINDEDNESS
ChapterChapter THIRTEENTHIRTEEN: The “PSF”/Professional Service Firm “Model”: The “PSF”/Professional Service Firm “Model”
as Exemplar/“Cure All”as Exemplar/“Cure All”
ChapterChapter FOURTEENFOURTEEN: You/Me/The “Age of ‘BRAND YOU’/‘Me Inc.’”: You/Me/The “Age of ‘BRAND YOU’/‘Me Inc.’”
ChapterChapter FIFTEENFIFTEEN: Women Are Market #1 For Everything/: Women Are Market #1 For Everything/
Women Are the Most Effective LeadersWomen Are the Most Effective Leaders
ChapterChapter SIXTEENSIXTEEN: Leadership/46 Scattershot Tactics: Leadership/46 Scattershot Tactics
ChapterChapter SEVENTEENSEVENTEEN: Avoid Moderation!/Pursue: Avoid Moderation!/Pursue
““Insanely Great”/Just Say “NO!” to NormalInsanely Great”/Just Say “NO!” to Normal
Appendix: Library of Best QuotesAppendix: Library of Best Quotes

9. Chapter SEVENChapter SEVEN
LOSERS ANDLOSERS AND
WINNERS/THWINNERS/TH
E AGE OFE AGE OF
SMALL(ISH)?SMALL(ISH)?

10. “YOU DON’T
GET BETTER
BY BEING
BIGGER. YOU
GET WORSE.”

11. ““BE THE BEST.BE THE BEST.
IT’S THE ONLYIT’S THE ONLY
MARKET THAT’SMARKET THAT’S
NOT CROWDED.”NOT CROWDED.”

12. 9.19.1 AND THEAND THE
WINNERSWINNERS
AREN’TAREN’T/ARE/ARE

13. S&P 500S&P 500
+1/-1*+1/-1*
*Every …*Every … 22
weeksweeks !!

14. I was flabbergasted by this. The S&PI was flabbergasted by this. The S&P
500 defines the USA economy. The500 defines the USA economy. The
BIGGEST of the BIG guys. And yet oneBIGGEST of the BIG guys. And yet one
drops off the list …drops off the list … EVERY 2EVERY 2
WEEKSWEEKS..
Wow!Wow!
Talk abut churn/Talk abut churn/
Instability!Instability!

15. “I am often asked byI am often asked by
would-bewould-be
entrepreneurs seekingentrepreneurs seeking
escape from life withinescape from life within
huge corporatehuge corporate
structures,structures, ‘How do I
build a small firm for
myself?’ The answerThe answer
seems obviousseems obvious ……
Source: Paul Ormerod, Why Most Things Fail: Evolution, Extinction and Economics

16. “I am often asked by would-be entrepreneurs seeking
escape from life within huge corporate structures, ‘How
do I build a small firm for myself?’ The answer seems
obvious: BuBuyy a vera veryy
larlarggee
one andone and jjustust
waitwait.”.” —Paul Ormerod, Why Most
Things Fail:
Evolution, Extinction and Economics

17. ““Mr. Foster and his McKinsey colleaguesMr. Foster and his McKinsey colleagues
collected detailed performance datacollected detailed performance data
stretching backstretching back 4040 years foryears for 1,000
U.S. companies.U.S. companies. TheTheyy found thatfound that
NONE ofof
the lonthe longg-term survivors-term survivors
manamanagged to outed to outpperform theerform the
market. Worse, the lonmarket. Worse, the lon ggerer
comcomppanies had been in theanies had been in the
database, the worse thedatabase, the worse the yy diddid.”.”
—Financial Times—Financial Times

18. ““It’s just aIt’s just a
fact:fact:
SurvivorsSurvivors
underperform.underperform.
””
—Dick Foster—Dick Foster

19. ““Data drawn from the real worldData drawn from the real world
attest to a fact that is beyondattest to a fact that is beyond
our control:our control:
EVERYTHING IN
EXISTENCE TENDS
TO DETERIORATE.”
—Norberto Odebrecht,—Norberto Odebrecht, Education Through WorkEducation Through Work

20. Big company performance is, shallBig company performance is, shall
we say, problematic. (I couldwe say, problematic. (I could
provide a hundred more equallyprovide a hundred more equally
compelling slides.)compelling slides.)

21. “YOU DON’T
GET BETTER
BY BEING
BIGGER. YOU
GET WORSE.”

22. “I don’t believe in
economies of scale.
You don’t get better
by being bigger. You
get worse.” —Dick Kovacevich

23. Kovacevich, now retired, was the long-Kovacevich, now retired, was the long-
time CEO of Wells Fargo. While hetime CEO of Wells Fargo. While he
made numerous acquisitions, he nevermade numerous acquisitions, he never
saw size per se as a solution to thesaw size per se as a solution to the
excellence puzzle.excellence puzzle.
Quite the contrary.Quite the contrary.
(2 slides, latter is full quote.)(2 slides, latter is full quote.)

24. “NOT A SINGLE COMPANY THAT
QUALIFIED AS HAVING MADE A
SUSTAINED TRANSFORMATION
IGNITED ITS LEAP WITH A BIG
ACQUISITION OR MERGER.
Moreover, comparison companies—thoseMoreover, comparison companies—those
that failed to make a leap or, if they did,that failed to make a leap or, if they did,
failed to sustain it—often tried to makefailed to sustain it—often tried to make
themselves great with a big acquisitionthemselves great with a big acquisition
or merger. They failed to grasp the simpleor merger. They failed to grasp the simple
truth that while you can buy your way totruth that while you can buy your way to
growth, you cannot buy your way togrowth, you cannot buy your way to
greatness.”greatness.”
—Jim Collins/—Jim Collins/ TimeTime

25. ““When asked to name just one bigWhen asked to name just one big
merger that had lived up tomerger that had lived up to
expectations, Leon Cooperman, formerexpectations, Leon Cooperman, former
cochairman of Goldman Sachs’cochairman of Goldman Sachs’
Investment Policy Committee,Investment Policy Committee,
answered:answered: I’M SURE THERE
ARE SUCCESS STORIES
OUT THERE, BUT AT
THIS MOMENT I DRAW A
BLANK.” —Mark Sirower,—Mark Sirower, The Synergy TrapThe Synergy Trap

26. M & A success rate asM & A success rate as
measured by adding value tomeasured by adding value to
thethe
acquirer:acquirer:
15%

27. And, not to go off on a tangent—bigAnd, not to go off on a tangent—big
mergers and acquisitions sure ain’t themergers and acquisitions sure ain’t the
answer.answer.

28. “Almost every personal friend I have
in the world works on Wall Street.
You can buy and sell the same
company six times and everybody
makes money, but I’m
not sure we’re
actually
innovating. … Our
challenge is to take nanotechnology
into the future, to do personalized

29. A damning comment. Made in 2005.A damning comment. Made in 2005.
Immelt in recent years has placed hisImmelt in recent years has placed his
legacy bet on organic innovation.legacy bet on organic innovation.
Bravo.Bravo.

30. SSppinoffsinoffs ……
systematically performsystematically perform
better than IPOs …better than IPOs …
track record, profits …track record, profits …
“freed from the confines“freed from the confines
of the parent … moreof the parent … more
entrepreneurial, moreentrepreneurial, more
nimble”nimble” ——Jerry KnightJerry Knight / Washington Post/ Washington Post

31. Spin-offs work.Spin-offs work.
Spin-offs mock enormity.Spin-offs mock enormity.
Spin-offs celebrate focus.Spin-offs celebrate focus.
By definition, a spin-off is a less thanBy definition, a spin-off is a less than
attractive bit of a giant company. Yetattractive bit of a giant company. Yet
when these “dogs” are let off the leashwhen these “dogs” are let off the leash
their performance tends to improve—their performance tends to improve—
often dramatically.often dramatically.
Just another paean to the (severe)Just another paean to the (severe)
limitations of size.limitations of size.

32. 9.29.2 AND THEAND THE
WINNERSWINNERS
AREN’T/AREN’T/AREARE

33. THETHE REDRED
CARPETCARPET
STORESTORE
(Joel Resnick/Flemington NJ)(Joel Resnick/Flemington NJ)

34. My favorite company. (No kidding.)My favorite company. (No kidding.)
They provide the red carpet for theThey provide the red carpet for the
Oscars, etc., etc., etc.Oscars, etc., etc., etc.
TheyThey
DOMINATEDOMINATE//
OWNOWN their niche.their niche.
Cool.Cool.
VERYVERY cool.cool.
(My kinda folks.)(My kinda folks.)

35. *Basement Systems Inc.*Basement Systems Inc.
(Larry Janesky/Seymour CT)(Larry Janesky/Seymour CT)
**Dry Basement ScienceDry Basement Science
(100,000++ copies!)(100,000++ copies!)
*1990: $0; 2003: $13M;*1990: $0; 2003: $13M;
2010:2010: $80,000,000$80,000,000

36. Makes me tingle.Makes me tingle.
What a dreary business.What a dreary business.
Apparently.Apparently.
Not to Janesky.Not to Janesky.
Seymour CT.Seymour CT.
Basement Systems Inc.Basement Systems Inc.
Gets mold/dampness out of basementsGets mold/dampness out of basements
——hence they become fit for storage orhence they become fit for storage or
asas
family room. (I.e., de facto adds afamily room. (I.e., de facto adds a
room toroom to
your house!)your house!)
$80 million+.$80 million+.
Growing fast.Growing fast.
Paragon of Excellence.Paragon of Excellence.
Even aEven a bestsellinbestselling book on dryg book on dry
basementsbasements!!!!

37. The Magicians ofThe Magicians of MotuekaMotueka (PLUS)(PLUS) !!
W.A. CoppinsW.A. Coppins
Ltd.*Ltd.*
(Coppins Sea Anchors/(Coppins Sea Anchors/
PSA/para sea anchors)PSA/para sea anchors)
*Textiles, 1898; thrive on*Textiles, 1898; thrive on “wicked problems”“wicked problems”
——e.g.,e.g., U.S. NavyU.S. Navy STLVAST (Small To Large Vehicle At SeaSTLVAST (Small To Large Vehicle At Sea
Transfer); custom fabric fromTransfer); custom fabric from W. WiW. Wigggginsins
Ltd./Wellington

38. MoreMore VERYVERY cool: Motueka, Newcool: Motueka, New
Zealand, is a peanut-sized town. (VeryZealand, is a peanut-sized town. (Very
near where I live in the North Americannear where I live in the North American
winter.) But it sportswinter.) But it sports BEST-IN-BEST-IN-
WORLDWORLD in the high-value-addedin the high-value-added
business of sea anchors. Clients includebusiness of sea anchors. Clients include
the U.S. Navy and the Norwegianthe U.S. Navy and the Norwegian
government.government.
Grooves on, to use its term …Grooves on, to use its term …
“wicked problems.”“wicked problems.”
(I organized a keynote speech to New Zealand’s business and(I organized a keynote speech to New Zealand’s business and
government leaders around W.A. Coppins—an exemplar of globalgovernment leaders around W.A. Coppins—an exemplar of global
business “domination” in a small corner of a small country.)business “domination” in a small corner of a small country.)

39. AizenkoboAizenkobo
IndigoIndigo
WorkshopWorkshop

40. VERY small business.VERY small business.
Kyoto.Kyoto.
Masters ofMasters of INDIGOINDIGO..
Perhaps best in the world at whatPerhaps best in the world at what
they do.they do.
The chief is a global indigo guru—The chief is a global indigo guru—
lecturing around the world.lecturing around the world.

41. Going “Social”: Location and SizeGoing “Social”: Location and Size
IndependentIndependent
““Today, despite the fact that we’re jToday, despite the fact that we’re j ust a littleust a little
swimminswimmingg ppool comool comppananyy in Virin Virgginiainia, we have the, we have the
most trafficked swimming pool website in the world.most trafficked swimming pool website in the world.
Five years ago, ifFive years ago, if
you’d asked me and my business partners what weyou’d asked me and my business partners what we
do, the answer would have been simple, ‘We build in-do, the answer would have been simple, ‘We build in-
ground fiberglass swimming pools.’ Now we say,ground fiberglass swimming pools.’ Now we say,
‘We are the best‘We are the best
teachersteachers …… in thein the
worldworld … on the subject of… on the subject of
fiberglass swimming pools, andfiberglass swimming pools, and
we also happen to build them.’”we also happen to build them.’”

42. A small swimming pool firm takes toA small swimming pool firm takes to
social media with a vengeance andsocial media with a vengeance and
becomes a majorbecomes a major
(world!)(world!) force inforce in
itsits
market space.market space.
Cool.Cool.
VERYVERY cool.cool.

43. WHITE-COLLAR SURVIVAL STRATEGYWHITE-COLLAR SURVIVAL STRATEGY
#1: Department as#1: Department as
Smallish/Entrepreneurial BUSINESSSmallish/Entrepreneurial BUSINESS
E.g.:E.g.: Training Inc.Training Inc., a, a
14-person unit* in a 50-14-person unit* in a 50-
person HR department in aperson HR department in a
$200M business unit in a$200M business unit in a
$3B corporation—aiming$3B corporation—aiming
for Excellence & WOW!for Excellence & WOW!
**PSFPSF// Professional Service Firm (See my …Professional Service Firm (See my …
Professional Service Firm 50: Fifty Ways to Transform YourProfessional Service Firm 50: Fifty Ways to Transform Your
“Department” Into A Professional Service Firm Whose Trademarks“Department” Into A Professional Service Firm Whose Trademarks
Are Passion and Innovation.Are Passion and Innovation. ))

44. The Professional Service Firm50: Fifty Ways toThe Professional Service Firm50: Fifty Ways to
Transform Your “Department” into a ProfessionalTransform Your “Department” into a Professional
Service Firm Whose Trademarks Are Passion andService Firm Whose Trademarks Are Passion and
Innovation!Innovation!

45. ““PSF-ing”PSF-ing” : “We (the gang: “We (the gang
until recently described as a ‘traininguntil recently described as a ‘training
department’) aim to be no less than thedepartment’) aim to be no less than the
best in our world”—as benchmarked, inbest in our world”—as benchmarked, in
this case, against the best and mostthis case, against the best and most
creative training firms in thecreative training firms in the
industry/world. (WHY NOT??)industry/world. (WHY NOT??)
(“PSF-ing”: The standard “department”(“PSF-ing”: The standard “department”
is an endangered species. But there isis an endangered species. But there is
an answer, “The PSF/Professionalan answer, “The PSF/Professional
Service Firm Answer.” Convert thatService Firm Answer.” Convert that
endangered species into a …endangered species into a …
SuperstarSuperstar ValueValue--AddinAddingg WOWWOW
Machine! Seriously: W-H-Y N-O-T?)Seriously: W-H-Y N-O-T?)

46. Retail Superstars:Retail Superstars:
Inside the 25 BestInside the 25 Best
IndependentIndependent
StoresStores
in Americain America —by George Whalin—by George Whalin

47. JUNGLE JIM’S INTERNATIONAL MARKET, FAIRFIELD, OHJUNGLE JIM’S INTERNATIONAL MARKET, FAIRFIELD, OH ::
““An adventure inAn adventure in ‘shoppertainment,’‘shoppertainment,’ begins in thebegins in the
parking lot and goes on toparking lot and goes on to 1,6001,600 cheeses andcheeses and
1,4001,400 varieties of hot sauce—not to mention 12,000varieties of hot sauce—not to mention 12,000
wines priced fromwines priced from
$8-$$8-$8,0008,000 a bottle; all this is broughta bottle; all this is brought
to you byto you by 4,0004,000 vendors. Customers from everyvendors. Customers from every
corner of the globe.”corner of the globe.”
BRONNER’S CHRISTMAS WONDERLAND, FRANKENMUTH, MIBRONNER’S CHRISTMAS WONDERLAND, FRANKENMUTH, MI ,,
POP 5,000POP 5,000:: 98,000-square-foot “shop” features98,000-square-foot “shop” features
6,0006,000 Christmas ornaments,Christmas ornaments,
50,00050,000 trims, and anythingtrims, and anything else you can nameelse you can name

48. Lessons (for Everyone) fromLessons (for Everyone) from RetailRetail
Superstars!Superstars!
1. Courses/Workshops/Demos/Engagement1. Courses/Workshops/Demos/Engagement
2. Instructional guides/material/books2. Instructional guides/material/books
3. Events & Events & Events …3. Events & Events & Events …
4. Create “Community” of customers4. Create “Community” of customers
5. Destination5. Destination
6. Women-as-customer6. Women-as-customer
7. Staff selection/training/retention (FANATICISM)7. Staff selection/training/retention (FANATICISM)
8. Fanaticism/Execution8. Fanaticism/Execution
9. Design/Atmospherics/Ambience9. Design/Atmospherics/Ambience
10. Tableaus/Products-in-use10. Tableaus/Products-in-use
11. Flow/starts & finishes (Disney-like)11. Flow/starts & finishes (Disney-like)
12. 100% orchestrated experience/focus: “Moments of12. 100% orchestrated experience/focus: “Moments of
truth”truth”
13. Constant experimentation/Pursue Little BIG13. Constant experimentation/Pursue Little BIG
ThingsThings
14. Social Media/Ongoing conversation with14. Social Media/Ongoing conversation with
customerscustomers
15. Community star15. Community star
16. Aim high16. Aim high

49. Incredible. I give this book toIncredible. I give this book to
accountants and lawyers and anyoneaccountants and lawyers and anyone
I can buttonhole. (I’d guess I’veI can buttonhole. (I’d guess I’ve
given away about 100 copies bygiven away about 100 copies by
now.)now.)
IT AMOUNT TO 25 ACTS OFIT AMOUNT TO 25 ACTS OF
UNPARALLELED IMAGINATIONUNPARALLELED IMAGINATION ——
THAT DEFINE EXCELLENCE ANDTHAT DEFINE EXCELLENCE AND
DIFFERENTIATIONDIFFERENTIATION.. (In, often as(In, often as
not, out of the way corners of thenot, out of the way corners of the
USA.) (Customers come literally fromUSA.) (Customers come literally from
all over the world to shop with thisall over the world to shop with this
Magic 25.)Magic 25.)

50. ““BE THE BEST.BE THE BEST.
IT’S THE ONLYIT’S THE ONLY
MARKET THAT’SMARKET THAT’S
NOT CROWDED.”NOT CROWDED.”
From:From: Retail Superstars: Inside the 25 BestRetail Superstars: Inside the 25 Best
Independent Stores in America,Independent Stores in America, George WhalinGeorge Whalin

51. II LOVELOVE this sentencethis sentence
——andand LOVELOVE the firms thatthe firms that
embody it.embody it.
Red Carpet Store.Red Carpet Store.
Basement Systems Inc.Basement Systems Inc.
W.A. Coppins.W.A. Coppins.
Jungle Jim’s International Market.Jungle Jim’s International Market.
Etc.Etc.
Etc.Etc.
Thousands upon thousands of “etcs.”Thousands upon thousands of “etcs.”

52. I love (that “L-word” again—I love (that “L-word” again—
what can I say?) …what can I say?) …
Middle-sizedMiddle-sized
Niche-Niche-
Micro-nicheMicro-niche
Dominators!Dominators!***"Own" a niche through*"Own" a niche through
EXCELLENCE/INNOVATIONEXCELLENCE/INNOVATION !!

53. Big is (Big is ( VERYVERY) questionable.) questionable.
Middle-sized (Middle-sized ( SUPERSTARSSUPERSTARS))
are the winners—time and timeare the winners—time and time
again.again.
“Mid-sized excellence” is“Mid-sized excellence” is
available to every region andavailable to every region and
nation and industry.nation and industry.
If you can do it in Motueka, NZ,If you can do it in Motueka, NZ,
pop <500, you can do it …pop <500, you can do it …

54. “‘“‘Commodity’ isCommodity’ is
a state of mind.a state of mind.
ANYTHINGANYTHING cancan
bebe
DRAMATICALLYDRAMATICALLY
differentiated.”differentiated.”

55. Buy this one, too!Buy this one, too!
Same theme.Same theme.
Superb research.Superb research.
Small Giants:Small Giants:
CompaniesCompanies
That Choose to BeThat Choose to Be
GreatGreat
Instead of BigInstead of Big..

56. Small Giants: Companies that Chose to
Be Great Instead of Big (Bo
Burlingham)
““THEY CULTIVATEDTHEY CULTIVATED EXCEPTIONALLY INTIMATEEXCEPTIONALLY INTIMATE
RELATIONSHIPS WITH CUSTOMERS AND SUPPLIERSRELATIONSHIPS WITH CUSTOMERS AND SUPPLIERS ,,
based on personal contact, one-on-one interaction,based on personal contact, one-on-one interaction,
and mutual commitment to delivering on promises.and mutual commitment to delivering on promises.
“EACH COMPANY HAD ANACH COMPANY HAD AN EXTRAORDINARILYEXTRAORDINARILY
INTIMATE RELATIONSHIP WITH THE LOCAL CITY,INTIMATE RELATIONSHIP WITH THE LOCAL CITY,
TOWN, OR COUNTYTOWN, OR COUNTY in which it did business —ain which it did business —a
relationship that went well beyond the usual conceptrelationship that went well beyond the usual concept
of `giving back.’of `giving back.’
““The companies had what struck me asThe companies had what struck me as UNUSUALLYUNUSUALLY
INTIMATE WORKPLACESINTIMATE WORKPLACES ..
““I noticed theI noticed the PASSIONPASSION that the leaders brought tothat the leaders brought to
what the company did.what the company did. THEY LOVED THE SUBJECTTHEY LOVED THE SUBJECT
MATTERMATTER,, whether it be music, safety lighting, food,whether it be music, safety lighting, food,
special effects, constant torque hinges, beer, recordsspecial effects, constant torque hinges, beer, records

57. The author’s principal lessonsThe author’s principal lessons
extracted from researching theseextracted from researching these
“Small Giants.”“Small Giants.”

58. Hidden Champions* of the 21Hidden Champions* of the 21stst
Century:Century:
Success Secrets of Unknown WorldSuccess Secrets of Unknown World
Market LeadersMarket Leaders //
Hermann SimonHermann Simon (*1, 2, or 3 in world market; <$4B; low public(*1, 2, or 3 in world market; <$4B; low public
awareness)awareness)
Baader (Iceland/80%Baader (Iceland/80%
fish-processingfish-processing
systems)systems)
Gallagher (NZ/electricGallagher (NZ/electric
fences)fences)
W.E.T. (heated car seatW.E.T. (heated car seat
tech)tech)
Gerriets (theaterGerriets (theater
curtains and stagecurtains and stage
equipment)equipment)
Electro-Nite (sensors forElectro-Nite (sensors for
the steel industry)the steel industry)
Essel PropackEssel Propack
(India/tooth paste(India/tooth paste
tubes)tubes)
SGS (product auditingSGS (product auditing
and certification)and certification)
DELO (specialtyDELO (specialty
Amorim (Portugal/corkAmorim (Portugal/cork
products)products)
EOS (laser sintering)EOS (laser sintering)
Beluga (heavy-liftBeluga (heavy-lift
shipping)shipping)
Omicron (tunnel-gridOmicron (tunnel-grid
microscopy)microscopy)
Universo (wristwatchUniverso (wristwatch
hands)hands)
Dickson ConstantDickson Constant
(technical textiles)(technical textiles)
O.C. Tanner (employeeO.C. Tanner (employee
recognition/$400M)recognition/$400M)
Hoeganaes (powderHoeganaes (powder
metallurgy supplies)metallurgy supplies)

59. A superb book—published in 2009.A superb book—published in 2009.
(Simon has been recognized as(Simon has been recognized as
Germany’s “most influentialGermany’s “most influential
management thinker.”)management thinker.”)
Traits of these superstars include:Traits of these superstars include:
Ambitious leadership, laser-Ambitious leadership, laser-
like focus, depth,like focus, depth,
innovation, globalizationinnovation, globalization
and extreme closeness toand extreme closeness to
the customer.the customer.

60. Michael Raynor and Mumtaz Ahmed:Michael Raynor and Mumtaz Ahmed: THE THREE RULES:THE THREE RULES:
How Exceptional Companies Think*How Exceptional Companies Think*::
1.1. Better before cheaper.Better before cheaper.
2.2. Revenue before cost.Revenue before cost.
3.3. There are no other rules.There are no other rules.
(*From a database of over(*From a database of over 25,00025,000 companies from hundreds of industries coveringcompanies from hundreds of industries covering 4545 years, theyyears, they
uncovered 344 companies that qualified as statistically “exceptional.”)uncovered 344 companies that qualified as statistically “exceptional.”)
Jeff Colvin,Jeff Colvin, FortuneFortune: “The Economy Is Scary … But Smart: “The Economy Is Scary … But Smart
Companies Can Dominate”:Companies Can Dominate”:
They manage for value—not for EPS.They manage for value—not for EPS.
They get radically customer-centric.They get radically customer-centric.
THEY KEEP DEVELOPING HUMAN CAPITAL.THEY KEEP DEVELOPING HUMAN CAPITAL.

61. ““Here, here” to both of these sets ofHere, here” to both of these sets of
conclusions—which is to say …conclusions—which is to say …
I AGREEI AGREE !!!!

62. 9.39.3 AND THE WINNERSAND THE WINNERS
AREN’T/AREN’T/AREARE
(THE FUTURE IS(THE FUTURE IS
SMALL)SMALL)

63. The Future Is Small:The Future Is Small:
Why AIM Will Be theWhy AIM Will Be the
World’s Best MarketWorld’s Best Market
Beyond the CreditBeyond the Credit
BoomBoom —Gervais Williams,—Gervais Williams,
superstar fund managersuperstar fund manager
(FT/1217.14: “Research shows that(FT/1217.14: “Research shows that
new and small companies createnew and small companies create
almost all the new private sectoralmost all the new private sector
jobs and are disproportionatelyjobs and are disproportionately
innovative.”)innovative.”)

64. *Be nimble or be dead*Be nimble or be dead
*Go nano or go home*Go nano or go home [Nano corps,[Nano corps,
or fluidor fluid
self-forming groups that move from one organization toself-forming groups that move from one organization to
another,another,
will get most projects done.]will get most projects done.]
*Management is*Management is
unnecessaryunnecessary
*Managers cost too much*Managers cost too much
*How far can you scale*How far can you scale
flat?flat?
**Small is here to staySmall is here to stay
**Small will be the bane ofSmall will be the bane of
largelarge

65. The Age of Small/Small-ish?The Age of Small/Small-ish?
(Driven by context—i.e., tech(Driven by context—i.e., tech
change.)change.)

66. #4 JAPAN#4 JAPAN
#3 USA#3 USA
#2 CHINA#2 CHINA
#1#1
GERMANYGERMANY

67. For years, even with China’sFor years, even with China’s
astounding growth and the enormity ofastounding growth and the enormity of
the American economy …the American economy …
GermanyGermany was the world’swas the world’s #1#1
exporterexporter. Though the country has. Though the country has
slipped behind China, its startling post-slipped behind China, its startling post-
crash recovery has once again been ledcrash recovery has once again been led
by soaring exports.by soaring exports.
It ain’t raw materials.It ain’t raw materials.
It ain’t services.It ain’t services.
So it must be Siemens, BASF.So it must be Siemens, BASF.
Right?Right?

68. MITTELSTANDMITTELSTAND **
****
**“agile creatures darting between the legs“agile creatures darting between the legs
ofof

69. ““agile creaturesagile creatures
darting betweendarting between
the legs of thethe legs of the
multinationalmultinational
monsters”monsters”
Source:Source: Bloomberg BusinessWeekBloomberg BusinessWeek on the Germanon the German
MITTELSTANDMITTELSTAND

70. The long-term strength of the German economyThe long-term strength of the German economy
can be captured in one word, and that word is notcan be captured in one word, and that word is not
BASF. Try …BASF. Try … MittelstandMittelstand. That is,. That is,
Germany’s middle-sized, often high-tech firmsGermany’s middle-sized, often high-tech firms
that tend to dominate this or that well-definedthat tend to dominate this or that well-defined
global market niche.global market niche.
My simple point here is that youMy simple point here is that you
cancan have ahave a dominantdominant economy thateconomy that
isis notnot led by or overly dependentled by or overly dependent
upon enormous firms.upon enormous firms.
(I am one of the very few Americans to have(I am one of the very few Americans to have
extensively studied the Mittelstand—Mittelstandextensively studied the Mittelstand—Mittelstand
companies were a principal feature of my 1992 book,companies were a principal feature of my 1992 book,
Liberation ManagementLiberation Management . Typical and my favorite was. Typical and my favorite was
Goldmann Produktion, a truly teensy tiny chemicalGoldmann Produktion, a truly teensy tiny chemical
company, with a cast of a couple of dozen—thatcompany, with a cast of a couple of dozen—that

71. ““BE THE BEST.BE THE BEST.
IT’S THE ONLYIT’S THE ONLY
MARKET THAT’SMARKET THAT’S
NOT CROWDED.”NOT CROWDED.”
From:From: Retail Superstars: Inside the 25 BestRetail Superstars: Inside the 25 Best
Independent Stores in America,Independent Stores in America, George WhalinGeorge Whalin

72. !!

73. 9.49.4 The “GuruThe “Guru
Gaffes”Gaffes”
(Ouch!)(Ouch!)

74. The “Guru Gaffes”The “Guru Gaffes”
Big companies!
Public companies!

75. The “management gurus”—much as IThe “management gurus”—much as I
hate the term, I guess I’m one—arehate the term, I guess I’m one—are
idiots.idiots.
That is, we declaim on big companies,That is, we declaim on big companies,
public companies, cool industries, andpublic companies, cool industries, and
famous CEOs.famous CEOs.
Meanwhile ignoring:Meanwhile ignoring:
SMALL COMPANIES.SMALL COMPANIES.
PRIVATE COMPANIES.PRIVATE COMPANIES.
BORING INDUSTRIES.BORING INDUSTRIES.
99 OF 100 CEOs.99 OF 100 CEOs.
We are … IDIOTS.We are … IDIOTS.
(In a presentation at tompeters.com, you’ll find my(In a presentation at tompeters.com, you’ll find my

76. Where the +201,000 new private-sectorWhere the +201,000 new private-sector
jobs came from …jobs came from …
51% Small firms51% Small firms
41% Medium-41% Medium-
sizedsized**
8% Big8% Big
Source: ADP National Employment Report/March 2011Source: ADP National Employment Report/March 2011
*E.g., German*E.g., German MITTELSTANDMITTELSTAND

77. Typical.Typical.
Not an anomaly.Not an anomaly.
(Yo “Gurus”: Listen up!)(Yo “Gurus”: Listen up!)

78. Family BusinessesFamily Businesses
Two-thirds of total #sTwo-thirds of total #s
of companiesof companies
One-half of biggestOne-half of biggest
companiescompanies
>One-half GDP>One-half GDP
>One-half employment>One-half employment
6% more profitable6% more profitable
7% better ROA7% better ROA
Higher income growthHigher income growth
Higher revenue growthHigher revenue growth
Source: John Davis, HBSSource: John Davis, HBS

79. Read.Read.
Re-read.Re-read.
The real deal.The real deal.
(Damn near the WHOLE deal.)(Damn near the WHOLE deal.)
Waaaaay under-reported.Waaaaay under-reported.
(Almost NEVER reported.)(Almost NEVER reported.)
Shame on da “gurus.”Shame on da “gurus.”

80. THE DOCK DOCTORSTHE DOCK DOCTORS
Custom Products & Shoreline SolutionsCustom Products & Shoreline Solutions
Every waterfront property is different, from theEvery waterfront property is different, from the
topography of the shoreline to exposure and watertopography of the shoreline to exposure and water
depths. Our custom products are designed anddepths. Our custom products are designed and
fabricated based on your specific property andfabricated based on your specific property and
recreational needs. Whether you are interested in arecreational needs. Whether you are interested in a
dock,dock,
stair system, hillside elevator, or boat lift, we willstair system, hillside elevator, or boat lift, we will
design, manufacture, and install a custom product todesign, manufacture, and install a custom product to
accommodate your desires for a perfect waterfront.accommodate your desires for a perfect waterfront.
We offer innovative solutions and the most diverseWe offer innovative solutions and the most diverse
waterfront product line on the East Coast. Whether yourwaterfront product line on the East Coast. Whether your
project is unusual or traditional, our years ofproject is unusual or traditional, our years of
experience consulting, designing, and manufacturingexperience consulting, designing, and manufacturing
commercial projects for a variety of entities such ascommercial projects for a variety of entities such as
municipalities, marina facilities, hydro plants,municipalities, marina facilities, hydro plants,
engineers, and land planners. Marinas, piers, stairs,engineers, and land planners. Marinas, piers, stairs,
shoreside platforms, and wetland and pedestrianshoreside platforms, and wetland and pedestrian
walkway piers, are only some of the examples ofwalkway piers, are only some of the examples of
commercial projects thatcommercial projects that
Commercial Division

81. A Lake Champlain (Vermont)A Lake Champlain (Vermont)
company—with enormous reach.company—with enormous reach.
Yup …Yup … THE DOCKTHE DOCK
DOCTORSDOCTORS..
A loooong way from Google.A loooong way from Google.
Waaaaay un-cool.Waaaaay un-cool.
(Which is Waaaaay Cool per me.)(Which is Waaaaay Cool per me.)
Waaaaaaaaaay off the “gurus”Waaaaaaaaaay off the “gurus”
radar.radar.
(Dumb.)(Dumb.)

82. Just Like Us!Just Like Us!
**Lived in same town all adult lifeLived in same town all adult life
**First generation that’s wealthy/First generation that’s wealthy/
no parental supportno parental support
**““Don’tDon’t looklook like millionaires, don’tlike millionaires, don’t
dressdress like millionaires, don’tlike millionaires, don’t eateat
likelike
millionaires, don’tmillionaires, don’t actact likelike
millionairesmillionaires””
**“Many of the types of businesses [they] are in could be“Many of the types of businesses [they] are in could be
classified as ‘dull-normal.’ [They] are weldingclassified as ‘dull-normal.’ [They] are welding
contractors,contractors,
auctioneers, scrap-metal dealers, lessors of portableauctioneers, scrap-metal dealers, lessors of portable
toilets,toilets,
dry cleaners, re-builders of diesel engines, pavingdry cleaners, re-builders of diesel engines, paving
contractors …”contractors …”
Source:Source: The Millionaire Next DoorThe Millionaire Next Door,,

83. V-e-r-yV-e-r-y normal human beings runnormal human beings run
the vast majority of great businesses.the vast majority of great businesses.

84. 9.59.5 A Brand New Scheme:A Brand New Scheme:
Kiss Stability Goodbye.Kiss Stability Goodbye.
But Welcome to the AgeBut Welcome to the Age
of Unlimitedof Unlimited
Opportunities.Opportunities.
If You are Committed toIf You are Committed to
Hard Work, Teamwork,Hard Work, Teamwork,
Constant Growth, andConstant Growth, and
Tap DancingTap Dancing
(I.e. The Age of(I.e. The Age of “Brand“Brand
You”You”))

85. A mouthful, but I believe theA mouthful, but I believe the
wordiness was necessary.wordiness was necessary.

86. ““This boom, built aroundThis boom, built around
systems which match jobs withsystems which match jobs with
independent contractors on theindependent contractors on the
fly, marks a striking new stagefly, marks a striking new stage
in a deeper transformation.in a deeper transformation.
Using the now ubiquitous platform of theUsing the now ubiquitous platform of the
smartphone to deliver labour services insmartphone to deliver labour services in
a variety of new ways will challengea variety of new ways will challenge
many of the fundamental assumptions ofmany of the fundamental assumptions of
twentieth-century capitalism, from thetwentieth-century capitalism, from the
nature of the firm to the structure ofnature of the firm to the structure of
careers.” “The ‘on demand economy’ iscareers.” “The ‘on demand economy’ is
the result of pairing the workforce withthe result of pairing the workforce with
the smartphone.”the smartphone.”
——Economist,Economist, “There’s an App For That,” 0103.15“There’s an App For That,” 0103.15

87. Re-constructing the rules-of-work.Re-constructing the rules-of-work.
(For better or for worse.)(For better or for worse.)
FLEXIBILITY (tap dancing parFLEXIBILITY (tap dancing par
excellence) is thy name … or else.excellence) is thy name … or else.

88. ““The prospect of contracting a gofer on an aThe prospect of contracting a gofer on an a
la carte basis is enticing.la carte basis is enticing. For instance,For instance,
wouldn’t it be convenient if I couldwouldn’t it be convenient if I could
outsource someone to write aoutsource someone to write a
paragraph here, explaining theparagraph here, explaining the
history of outsourcing in Americahistory of outsourcing in America ??
Good idea! I went ahead and commissioned justGood idea! I went ahead and commissioned just
such a paragraph from Get Friday, a ‘virtualsuch a paragraph from Get Friday, a ‘virtual
personal assistant- firm based in Bangalore. … Thepersonal assistant- firm based in Bangalore. … The
paragraph arrived in my in-box ten days after Iparagraph arrived in my in-box ten days after I
ordered it. It was 1,356 words. There is aordered it. It was 1,356 words. There is a
bibliography with eleven sources. … At $14 an hourbibliography with eleven sources. … At $14 an hour
for seven hours of work, the cost came to $98. …”for seven hours of work, the cost came to $98. …”
——Patricia Marx, “Outsource Yourself,”Patricia Marx, “Outsource Yourself,” The New Yorker,The New Yorker, 01.14.201301.14.2013 (Marx(Marx
describes in detail contracting out everything associated with hostingdescribes in detail contracting out everything associated with hosting
her bookher book clubclub —including the provision of “witty” comments on—including the provision of “witty” comments on
Proust, since she hadn’t had time to read the book—excellentProust, since she hadn’t had time to read the book—excellent
comments only set her back $5;comments only set her back $5; thethe

89. More disembodied work.More disembodied work.
(Dontcha love the 14-year-old Proust(Dontcha love the 14-year-old Proust
addict from Jersey?)addict from Jersey?)

90. ““The ecosystem used toThe ecosystem used to
funnel lots of talentedfunnel lots of talented
people into a few clearpeople into a few clear
winners.winners. Now it’sNow it’s
funnelinfunnelingg lots oflots of
talentedtalented ppeoeopplele
into lots ofinto lots of
exexpperimentseriments.”.”
——Tyler Willis, business developer, to Nathan Heller inTyler Willis, business developer, to Nathan Heller in “Bay Watched:“Bay Watched:
How San Francisco’s New Entrepreneurial Culture IsHow San Francisco’s New Entrepreneurial Culture Is

91. New rules of the (tap dancer’s)New rules of the (tap dancer’s)
game.game.

92. Tongal: 40K video makers,Tongal: 40K video makers,
Super Bowl ad for Colgate-Super Bowl ad for Colgate-
Palmolive for $17K.Palmolive for $17K.
Business Talent Group/LA:Business Talent Group/LA:
Bosses on the flyBosses on the fly
Axiom: 650 lawyers, $100MAxiom: 650 lawyers, $100M
Mechanical Turk/Amazon:Mechanical Turk/Amazon:
Anything!Anything!
ResearchGate/Ijad Madisch:ResearchGate/Ijad Madisch:
5M members, 10K new per day5M members, 10K new per day

93. Repeat, but important in thisRepeat, but important in this
context:context:
New ways of organizing “labor”New ways of organizing “labor”
(including bosses/even CEOs)(including bosses/even CEOs)
““Temp Collectives”?Temp Collectives”?

94. Muhammad Yunus:Muhammad Yunus: ““ AllAll
human beinhuman beinggs ares are
entreentreppreneursreneurs.. WhenWhen
we were in the caves we were all self-we were in the caves we were all self-
employed . . . finding our food, feedingemployed . . . finding our food, feeding
ourselves. That’s where human historyourselves. That’s where human history
began . . . As civilization came webegan . . . As civilization came we
suppressed it. We became labor becausesuppressed it. We became labor because
they stamped us, ‘You are labor.’they stamped us, ‘You are labor.’
We forgot that we are entrepreneurs.”We forgot that we are entrepreneurs.”
——Muhammad Yunus,Muhammad Yunus,
Nobel Laureate/The News Hour/PBS/1122.2006Nobel Laureate/The News Hour/PBS/1122.2006

95. Distinct orDistinct or
extinct!extinct!

96. NOT OPTIONAL:NOT OPTIONAL: BrandBrand
You12.2015You12.2015
NOTEWORTHYNOTEWORTHY skillskill
OBSESSIVEOBSESSIVE studentstudent
FIERCEFIERCE listenerlistener
UNFAILINGLYUNFAILINGLY trustworthytrustworthy
PEERLESSPEERLESS team memberteam member
CONSUMMATECONSUMMATE networkernetworker
MAESTROMAESTRO of mess/antifragileof mess/antifragile
FANATICFANATIC deadlinistdeadlinist
CONGENITALCONGENITAL enthusiastenthusiast
DETERMINEDDETERMINED leader regardless ofleader regardless of
“rank”“rank”
RELENTLESSRELENTLESS seeker of E-X-C-E-L-L-E-seeker of E-X-C-E-L-L-E-
N-C-EN-C-E

97. Challenging.Challenging.
But possible.But possible.
(Most likely …(Most likely … NECESSARYNECESSARY .).)

98. 9.69.6 BE THE BEST.BE THE BEST.
IT’S THE ONLYIT’S THE ONLY
MARKETMARKET
THAT’STHAT’S
NOT CROWDED.NOT CROWDED.

99. ““BE THE BEST.BE THE BEST.
IT’S THE ONLYIT’S THE ONLY
MARKET THAT’SMARKET THAT’S
NOT CROWDED.”NOT CROWDED.”
From:From: Retail Superstars: Inside the 25 BestRetail Superstars: Inside the 25 Best
Independent Stores in America,Independent Stores in America, George WhalinGeorge Whalin

100. Billboard …Billboard …
ONLY 262 MILESONLY 262 MILES
TO BUC-EE’STO BUC-EE’S
YOU CAN HOLDYOU CAN HOLD
IT.*IT.*
*“If I weren’t already married, I’d have my wedding*“If I weren’t already married, I’d have my wedding
there.”there.” —Dallas Morning News Metro—Dallas Morning News Metro bloggerblogger

101. I do …I do … LOVE LOVE LOVELOVE LOVE LOVE … standout… standout
SMEs.SMEs.
Especially when they have turnedEspecially when they have turned
something “trivial”something “trivial” ** likelike RESTROOMSRESTROOMS
into a competitive advantage—and theinto a competitive advantage—and the
basis for national recognition.basis for national recognition.
((**Remember mold & damp & Basement Systems Inc.)Remember mold & damp & Basement Systems Inc.)
The prior slide offers the text from a full-The prior slide offers the text from a full-
sized roadside billboard on an Interstatesized roadside billboard on an Interstate
highway in Texas. (As to the “You canhighway in Texas. (As to the “You can
hold it,” well …)hold it,” well …)
(There’s a lot more than restrooms to(There’s a lot more than restrooms to
BUC-EE’sBUC-EE’s, but the super-loo is the, but the super-loo is the