The Challenge: To Create More Value in All Negotiations

The Challenge: To Create More Value in All Negotiations

The Irreducible209+/ Sales122/60TIBs Tom Peters/0607.2006 The Irreducible20 9 A frustrated participant at a seminar for investment bankers in Mauritius listened impatiently to my explanation of differences of opinion among me, Mike Porter,

What, if anything, he asked, do you believe for sure? Gary Hamel, Jim Collins, etc. Finally, hed had enough. I mumbled something, but his query started rumbling around in my mind. Three days later, wandering on a Sunday in London, the idea of the irreducibles occurred to meand I started jotting down notes on stuff I do indeed believe for sure. Before

I knew it, a few days later, the list had grown to 209 items. Hence The Irreducible209 that follows. Tom Peters 1. 2. 3. 4. Hare 1, Tortoise 0. (Hare-y times.) Tempo. (O.O.D.A.)

MBWA. Appreciation. (Motivator #1.) (Cant be faked. Good.) 5. Decency. 6. Hurry. 7. Time out. 8. One matters. 9. Big change. Short time. (Alt not work.) 10. Excellence. Always. 11. Passion. Energy. Hustle. Enthusiasm. Exuberance. (Move mountains. No alt.) 12. You must care.

13. Emotion. 14. Hard is soft. (Soft is hard.) 15. 16. 17. 18. 19. 20. 21. 22. 23.

24. 25. 26. 27. 28. Men. Women. Different. Contend. Connect. Women. Buy. All. (RU listening?) Quality. (Mind-blowing. Beyond 6-Sigma.) Re-invent. Re-pot. (Required.) Jaywalk. Big change. Small # of people. (Always.)

Experiment. Now. Failure. Normal. Most failures, most success. (Fail. Forward. Fast.) Reward excellent failures. Punish mediocre successes. Women leaders. (Altered times.) Extremism. (Good business. Bad politics.) Innovation source. Only. Extreme irritation. Smile. 29.

30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41.

42. 43. You must care. Mentor. (Highest ROI.) Best roster wins. Wow. (Okay in biz.) We all have customers. (Biz. Personal.) All contacts = Experiences. Cirque du Soleil. (Peerless.) Leaders create space for growth. Quests. (Only.)

High aspirations, high results. (Self-fulfilling prophecy.) Attitude 1, Skills 0. (Mostly.) (Attitude 1, Skill 0.3?) Sometimes: Skill 1, Attitude 0.1. Must love, not like. Wegmans. (No excuses. Mere groceries.) Less than your best. Cheating. 44. 45. 46.

47. 48. 49. 50. 51. 52. 53. 54. 55. Brand You. (No alt.) Self-sufficiency. (Biggest LT turn-on.)

In the moment. The moment wins. Tomorrow = Never. Action 1, Plan 0.1. Execution can be a system. Realism. Own up. Move on. Accountability. Work hard > Work smart. (Mostly.) Feedback. Necessary. Fast. (R.F.A. in RFA times.) 56. Customers. Listen. Lead. (Paradox.)

57. On stage. Always. (GW, FDR, RG = Supreme actors.) 58. 59. 60. 61. 62. 63. 64. 65. 66.

67. 68. 69. 70. 71. 72. Master statistical analysis. Excellence = Set the table. Legacy. (Will it have mattered?) Great. (Why not?) Radicals rule. (Think Olympics.)

!!! = Good. Red 1, Brown 0. (Red times.) Talk. Listen. (Big 2. Master.) Politics. (Normal-inevitable state of affairs. Master.) Student. Forever. Why? (Question #1.) Dont belittle. Respect. All we have: this moment. (Moments matter most?) Now. (Procrastination. Death.)

73. 74. 75. 76. 77. 78. 79. 80. 81. 82. 83.

84. 85. Exercise. Paint. (Leader. Portraits of Excellence.) Best story wins. You must be the change you wish to see in the world. Two big ones. Max. (Priorities.) No I in Team. (I in Win.) I in Win. (No I in Team.) Different 1, Better 0. (Better = 0.1)

Imitation = Mistake. (Learn, from who?) Choose/battle the right competitor. Schools. Creativity. Entrepreneurship. (Not.) MBAs. Creativity. Entrepreneurship. Leadership. (Not.) Design. Under-rated. Wildly. (Still.) (Everything.) 86. 87. 88.

89. You = Calendar. (Calendar. Never. Lies.) Laugh. Handshake. (Quantity. Quality.) Dont fold your hands in front of your chest. Ever. (Never.) 90. Grace. (Works in biz.) 91. Weird. Wins. (Weird times.) 92. Crazy times. Crazy orgs. 93. Internet. All. 94. Women. Boomers-Geezers. Market. All.

95. Passion. (Repeat. So what?) 96. Energy. (Repeat. So what?) 97. Hustle. (Repeat. So what?) 98. Enthusiasm. (Repeat. So what?) 99. Exuberance. (Repeat. So what?) 100. Smile. (Repeat. So what?) 101. Care. (Repeat. So what?)

102. Simplicity. Redundancy. Resilience. Bloodymindedness. Visible optimism. (Success.) 103. Act. (Repeat. So what?) 104. Appreciate. (Repeat. So what?) 105. Fun. (Biz. Why not?) 106. Joy. (Biz. Why not?) 107. Sales = Life. 108. Marketing = Life. 109. Long-term. Top line. 110. Great company = Creates the most individual success stories. (RE/MAX) 111. Talent first, performance byproduct.

112. Sustained Wow* 1, Shareholder value, 0.2 (*Product, People.) 113. Commitment, by invitation only. 114. Creativity, by invitation only. 115. HR = #1. (Ought to.) 116. Face-to-face. (5K miles, 5 minutes.) 117. Negotiation. Make all winners. (Save face.) 118. Grace makes enemies friends. 119. Network. 120. Invest in relationships. (Think ROIR.

Return On Investment in Relationships.) 118. Relationship investment. Forethought. Calendar item. Intensity. 119. Innovation. Easy. (Hang out with weird.) 120. Weird = Win. (Weird times.) 121. The bottleneck is at the top of the bottle. 122. Good Board = Weird Board. (At least, surprising.) 123. No contention, no progress.

124. Crucial conversations. Crucial confrontations. (Study. Learn. Do.) 125. Honest feedback. 126. Gaspworthy. Yes. 127. Insanely great. 128. Astonish me. 129. Make it immortal. 130. Will you remember it in 20 years? 131. No small opportunities. (Reframe.) 132. One playmate, one playpen = Enough. 133. End run. Sensible. 134. Allies are there for the finding.

135. Find successes. Build on successes. (Pos > Neg. Encourage > Fix.) 136. Somebodys doing it today. Find em. 137. Someone is living 2016 in 2006. (Find em. Study em.) 138. Dont benchmark, futuremark. (2016. Happening. Somewhere.) 139. PMA. It works. 140. There are no experts. (You are the expert.) 141. Life is short. 142. Sustained success. Fat chance.

Make today matter. (Sustained. Ha.) 143. Collaborate. (Networked world.) 144. Go solo. (Individual. Unit of Intellectual Capital.) 145. There are no perfect plans. (Do. Wins.) 146. Plans motivate. (Right or wrong. Sense of purpose.) 147. Never rest. 148. Get some sleep. 149. Winning = Embracing paradox. 150. Ambiguity = Opportunity.

151. Resilience. 152. Relentless-ness. 153. None. Above. Comeuppance. (GM. Sears. U.S. Steel. DEC.) 154. Be yourself. Period. 155. Never work with jerks. Including customers. (Life. Too short.) 156. Under-promise, over-deliver. 157. Talent. (Powerful word.) 158. Customer = Anyone whose actions affect your results. 159. Competition stinks. (Seek the soft

spots where you can dominate.) 160. K.I.S.S./Keep It Simple, Stupid. 161. Beauty. (Good biz word.) 162. See the beauty in a hamburger bun. (Go. Ray.) 163. 164. 165. 166. 167. 168.

169. 170. 171. 172. 173. 174. 175. 176. Own up. Quick. ( Denial. Cancer.) Celebrate. Often. 78 people = 78 approaches. (Each. Unique.)

Weed. Ceaselessly. (Prune. Stupid. Rules. Non-stop.) Get out of the way. (You = The problem.) Smile. Sunny. Optimism. (If it kills you.) Flowers. (Cheery workplace.) Enjoy. (Or get the hell.) Be intolerant of sour. (1 = Major pollution) No quick trigger on promotion. (Too important.) Evaluation = Lots of study-time. Evaluation = Life or death to evaluee. 360 evaluation. No fad.

Exit when youre done. (Done. Sooner than you think.) 177. Today. Now. My Project. Am. Is. I. Period. 178. Beautiful systems. (Good biz phrase. Not oxymoron.) 179. Build on strengths > Fix weaknesses. 180. To dont = To do. (To dont > To do ?) 181. Leaders Do People. (Period.) 182. Leaders enjoy leading. 183. Serious leadership training = Serious.

184. Priorities. Obvious. (Or else.) 185. 5 Priorities = 0 Priorities. (3 Priorities = 0 Priorities?) 186. People. First. Last. Always. 187. It. Is. Always. The. People. 188. Handshake. (Quantity. Quality.) 189. Dont fold your hands in front of your chest. Ever. (Never.) 190. Simplicity. Redundancy. Resilience. Bloody-mindedness. Visible optimism. (Success.) (Repeat.)

191. Employee Entrance = Guest Entrance. 192. Put the customer SECOND. (Thanks, Hal.) 193. Flowers. (Or did I say that before? No matter if I did.) 194. Big Mergers dont work. Small acquisitions can/do workif you dont screw with their energy. 195. Instinctively head for the front line. (In all contexts.)

196. Success = DDMMPR/"D-squared, M-squared, PR = DramDiff + Money-Financial Acumen + Good Marketing Instincts + Stellar People + Resilience (The fab five: What. Every. Small. Biz. Needs.) (Big too.) 197. Core Mechanism (Game-changing Solutions): PSF (Professional Service Firm model) + Wow! Projects (Different vs Better) + Brand You (Distinct or Extinct) 198. 2011/2016 has already happened.

Find it. 199. Kids know kids. Oldies know oldies. Women know women. (Staff accordingly.) 200. Everybody is my customer. 201. Cosset vendors. 202. I want to run a Housekeeping department. (And you?) 203. The military doesnt follow the military model. (Initiative = Excellence.) 204. No such thing as going to absurd lengths

to serve the Customer. (HSM & Lefties.) 205. Forget the customer. All = Clients. 206. It takes decades to get over sleights. (So dont sleight.) 207. Dont dumb down. Ever. NO LESS THAN EXCELLENCE. EVER. 209. EXCELLENCE. ALWAYS. 208.

Work In Progress XXX. One size fits. One. Only. (Evaluations. Period.) XXX. Teaching. Individualized. Only. (6 billion people = 6 billion learning trajectories.) (Montessori.) XXX. First impression. Matters. Shapes all that comes. Hard to overcome. (Understatement.) XXX. Jerks. Dont work with. (Life = Too short.) XXX. Manage [the hell out of] first impressions. XXX. Last impression. Matters. Dominates memory. Hard to overcome. (Understatement.) XXX. Manage [the hell out of] last impressions.

XXX. Plain English. XXX. K.I.S.S. (450/8.) XXX. $798. $55,000,000,000. 3,000,000,000. 7AM-7PM. 6:15AM. XXX. Donnelly Weatherstrip rules. XXX. Managers do things right. Leaders do the right thing. NOT. GE (more or less)

: The Sales122: 122 Ridiculously Obvious Thoughts About Selling Stuff Tom Peters/0402.2006 231 This list was first prepared for GE Energy sales & marketing people in January. It

started with a half-dozen items, and grew like Topsy. Possibly, given its origins, its a little tilted toward complex, engineeringbased sales. In any event, it makes a perfect companion to The Irreducibles209. This, too, is effectively a list of irreducibles. Tom Peters 241 1. Strategy overrated, simply doin stuff underrated. See Kelleher and Bossidy: We have a strategic plan, its called

doing things.Herb Kelleher. Execution is a systematic process of rigorously discussing hows and whats, tenaciously following through, and ensuring accountability. Larry Bossidy & Ram Charan/ Execution: The Discipline of Getting Things Done. Action has its own logicask Genghis Khan, Rommel, COL John Boyd, U.S. Grant, Patton, W.T. Sherman. 2. What are you personally great at? (Key word: great.) Play to strengths! Distinct or Extinct. You should aim to be outrageously good/B.I.W. at a niche area (or more). 3. Are you a personality, a de facto brand in the industry? The Dr Phil of ... 4. Opportunism (with a little forethought) mostly wins.

(Successful people are the ones who are good at Plan B.) 5. Little starts can lead to big wins. Most true winnersthink search & Googlestart as something small. Many big deals Disney & Pixarcould have been done as little-er deals if youd had the guts to jump before the value became obvious. 251 6. Non-obvious targets have great potential. Among many other things, everybody goes after the obvious ones. Also, the non-obvious are often good Partners for technology experiments. 7. The best relationships are often (usually?) not top to

top! (Often the best: hungry division GMs eager to make a mark.) 8. ITS RELATIONSHIPS, STUPIDDEEP AND FROM MULTIPLE FUNCTIONS. 9. In any public-sector business, you must become an avid student of the politics, the incentives and constraints, mostly non-economic, facing all of the players. Politicians are usually incredibly logicalif you (deeply!) understand the matrix in which they exist. 10. Relationships from within our firm are as important often more importantas those from outsideagain broad is as important as deep. Alliesavid supporters!within and

from non-obvious places may be more important than relationships at the Client organization. Goal: an insanely unfair market share of insiders time devoted to your projects! 261 Everyone lives by selling something. Robert Louis Stevenson 271

11. Interesting outsiders are essential to innovative proposal and sales teams. An exciting sales-proposal team is as important as a prestigious one. 12. Is the proposal-sales team weird enoughweirdos come up with the most interesting, game-changer ideas. Period. 13. Lunch with at least one weirdo per month. (Goal: always on the prowl for interesting new stuff.) 14. Gratuitous comment: Lunches with good friends are typically a waste of (professional) time. 15. Dont short-change (time, money, depth) the proposal process. Miss one tiny nuance, one potential incentive that

makes my day for a key Client playerand watch the whole gig be torpedoed. 16. Sticking with it sometimes pays, sometimes notit takes a lot of tries to forge the best path in. Sometimes you never do, after a literal lifetime. (Ah, life.) 17. WOMEN ARE SIMPLY BETTER AT RELATIONSHIPSdont get hung upparticularly in tech firmson what industriescountries women cant do. (Or some such bullshit.) 281 18. Work incessantly on your storymost economic value springs from a good story (think Perrier)! In sensitive public or quasi-public negotiations, a compelling story is of

immense valuepolitics is about the tension among competing stories. (If you dont believe me, ask Karl Rove or James Carville.) (Storytelling is the core of culture. Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld, James Twitchell) 19. Call this 18A, or 18 repeat: Become a first-rate Storyteller! (A key perhaps the key to leadership is the effective communication of a story.Howard Gardner, Leading Minds: An Anatomy of Leadership) 20. Risk Assessment & Risk Management is more about stories than advanced mathi.e., brilliant scenario construction.

21. Good listeners are good sales people. Period. 22. Lousy listeners are lousy sales people. Period. 23. GREAT LISTENERS ARE GREAT SALES PEOPLE. (Listening skills are hard to learn and subject to immense effort in pursuit of Mastery. A virtuoso listener is as rare as a virtuoso cello player.) (If you dont listen, you dont sell anything.Carolyn Marland/MD/Guardian Group) 291 24. Things that are funny to me (American) are often-mostly not funny to those in other cultures. (Humor is as fine-edged as it

gets, and rarely travels.) 25. You dont know Jack Squat about other peoples cultures especially if you are a typically myopic American. (Like me.) 26. Are you a great interviewer? Its a make or break skill. (Think Barbara Walters skill at extracting unwanted truths from pros in persona-protection ... in front of 10s of millions of people. 27. Are you a great (not merely good) presenter? Mastering presentation skills is a lifes workwith stupendous payoff. 28. Work like hell on the Big 2: LISTENING/INTERVIEWING, PRESENTING. These are the essence of [sales] lifeand usually picked-up in an amateurish fashion. Mistake! (Become a

professional student of these two areas, achieve Mastery.) 29. Are you good at flowers? Think: FLOWER POWER! (see Harvey Mackays Mackay 66what you should know about a Client; e.g., birthdays & anniversaries.) (My flowers budget is out of control. Hooray for me.) 30. You cant do it allbe clear at what you are good at, bad at, indifferent at. Hubris sucks. 301 If you dont listen, you dont sell

anything. Carolyn Marland/ Managing Director/ Guardian Group 311 31. The point is not to prove yourself. (Thats ego-talk.) Let the best person present to the Clientperhaps a lower level geek. (Control freaks get their just desserts in the long haul or sooner.) 32. The numbers will more or less take care of themselves over

the long haulif the relationship/s is/are solid gold. 33. The Gold Standard in selling: INDISPENSABLE to the Client. No other goal is worthy. 34. Never stop growing-broadening-deepening the relationship. The key to indispensability is to get the Client more and more and more and then more imbedded in our web. Hence the so-called selling process is only the first step! 35. USE THE WORD WE CONSTANTLY & RELIGIOUSLY! (E.g.: Wethe Client & meare going to change the world with this service.) 36. Dont waste your time on jerksitll rarely work out in the mid- to long-term.

37. Genius is walking away from lousy scores (deals)and accepting the attendant heat. Big Business is the premier home to Big Egos overpaying by a factor of 2 to 22 with billion$$$$ at stake. (Think Jerry Levin and AOL Time Warner.) 321 38. You havent a clue as to how this situation will actually play outbe prepared to move fast in a different direction. 39. Keep your word. 40. KEEP YOUR WORD. 41. Underpromise (i.e., dont over-promise; i.e., cut yourself a little slack) even if it costs you businesswinning is a long-term

affair. Over-promising is Sign #1 of a lack of integrity. You will pay the piper. 42. There is such a thing as a good lossif youve tested something new and developed good relationships. A half-dozen honorable, ingenious losses over a two-year period can pave the way for a Big Victory in a New Space in year 3. 43. Its a competitive world out there. New, innovative products are harder to sell than old stand-bys. Nonetheless, you will be a long-term star to the extent that you are willing to push the harder-to-sell-at-the-moment Innovative Products that cement long-term Client success (Indispensability!) even if it means a #s hit this quarter. PART OF YOUR JOB: TAKE CLIENTS ON AN

ADVENTURE THAT PUTS THEM AHEAD OF THE GAME CALLED (GAMECHANGINGhopefully) COMPETITIVE ADVANTAGE! 331 44. Think legacywhat the hell is all this really about for you and the world? (Tell me, what is it you plan to do with your one wild and precious life? Mary Oliver) 45. THERE ARE NO MODERATES IN THE HISTORY BOOKS! 46. Keep it simple! (Damn it!) No matter how sophisticated the product. If you cant explain it in a phrase, a page, or to your 14-year-old ... you havent got it right yet.

47. Know more than the next guy. Homework pays. (of course its obviousbut in my work it is too often honored in the breach.) 48. Regardless of project size, winning or losing invariably hinges on a raft of little stuff. Little stuff is and always has been everything!!!!!!!!!!!!!!!!!!!!or, one mans little stuff is another mans 7.6 Richter deal-breaker. 49. In public settings in particular, face saving is all. When something changes, allow the other guy to come out looking like a winner, especially if he has lost. (Even if you must accept the egg on your facehe will always remember you!) 50. Dont hold grudges. (It is the ultimate in small mindedness

and incredibly wasteful and ineffective. Theres always tomorrow.) 341 51. ITS ALWAYS THE POLITICSwee private-sector deal or giant public sector deal. (Every player, small or large, is angling for something. Master the calculus of advantage.) 52. To beat the turnover problem in key Client posts amidst long negotiations, invest outrageous amounts of time building a wide & deep set of relationships with mid-level (& lower!!) plodding careerists. The invisible careerists are the

bedrock upon which repeated success is built! (My Capitol Hill Axiom: Its the 24-year-old LA who in the end briefs the Senator right before she goes to the Floor to vote.) 53. Speaking of she: Gender differences are Enormous dealing with a woman and dealing with a man are different kettles of fishyou must become an A+ student of gender differences. (E.g.: Men are typically more interested in the short-term score. Women are more interested in the longterm consequences.) 54. LITTLE PEOPLE OFTEN HAVE BIG FRIENDS. 55. This is not war, damn it. All parties can win (or not lose, anyway). And losing bidders can walk away from a deal with increased respect for you and your team.

351 56. Never, ever dump on a competitorthe Tom Watson IBM glory-days mantra. 57. Never forget the Law of Cousins! In developing nations in particular, power brokers at all levels are at least cousins! Consideration for a second cousin can pay off big time. 58. Speaking of favors, jail sucks. 59. Work hard beats work smart. (Mostly.) 60. REPEAT: HE/SHE WHO HAS THE MOST-BEST RELATIONSHIPS WINS. RELATIONSHIPS ARE THE ESSENCE OF THE WORK OF THE SALESPERSON. THE HARD ... AND LONG ...

WORK OF THE SALESPERSON. 61. Mano v mano hardball is seldom the answerend runs based and patient multi-level relationship building via deeperwider networks win. 62. If the deal is wired from below, truly wired, than the socalled big negotiations are essentially irrelevant. 63. If every quarter is a little better than the prior quarter then you are not taking any serious risks. 64. Phones beat email. 361 Nothing is so contagious as

enthusiasm. Samuel Taylor Coleridge 371 65. A THREE-MINUTE CALL TODAY CAN AVOID A GAME-LOSER OF A FIASCO NEXT MONTH. There was always a time when a little thing could have been addressed that headed off a subsequent big thing. As to avoiding that call, didnt someone say, Pride goeth before the fall? 66. Be hyper-organized about relationship managementyou are in the anthropology business. Study the great pols! Brilliant NRM (network relationship management) is not accidental! It is

not catch-as-catch can. (Football analogies are cutebut deep political understanding pays the private-school tuition.) 67. Obsess on ROIR (Return On Investment In Relationships). 68. THANK YOU NOTES: Worlds highest-return investment!! 69. The way to anyones heart: Doing a nice thing for their kid. (But, gawd, does this take a gentle touch.) 70. Scoring off other people is stupid. Winners are always in the business of creating the maximum # of winnersamong adversaries at least as much as among partners. 71. Your colleagues successes are your successes. Period. (Trust me, my greatest personal successfinancially as well as artisticallyhas been creating a bigger pond in which everyone

wins, even if my market share is down.) 381 72. Lend a helping hand, especially when you dont have the time. E.g. share relationshipsthe more you give away the more you get in return (just like they say in church). 73. Listen up: It was much later that I realized Dads secret. He gained respect by giving it. He talked and listened to the fourth-grade kids in Spring Valley who shined shoes the same way he talked and listened to a bishop or a college president. He was seriously interested in who you were and what you had to say. Sara LawrenceLightfoot, Respect. (I.e., Respect is Cool.)

74. Mentoring is a thrilland the practical payoff is enormous. The best mentors have the whole world working its buns off for them! 75. Hire for enthusiasm. Promote for enthusiasm. Cherish enthusiasm. REMOVE NON-ENTHUSIASTSTHEY ARE CANCERS. (Nothing is so contagious as enthusiasm. Samuel Taylor Coleridge. A man without a smiling face must not open a shop.Chinese Proverb.) 76. ITS ALWAYS YOUR PROBLEMyou sold it to them. 391 77. Its never over: While there may be an excellent service

activity in your company, the relationship belongs to You! Hence the aftersales moments of truth are at least asif not more than*--important to the Continuing Relationship as the sale transaction itself. (*I vote for more than.) Youll get your biggest points with the Client for being an effective after-the-fact go-between with your company. 78. Dont get too hung up on systems integrationfirst & foremost, the individual bits have got to work. 79. For Gods sake dont over promise on systems integrationits nigh on impossible to deliver. 80. On the other hand winners clamber Up the Value-added Ladder, and offer ever so much more than mere product.

ALL SUCCESSFUL SALES PEOPLE ARE IN THE SOLUTIONS BUSINESSno matter how jargony that may sound. 401 81. Systems / Solutions selling means grappling directly with culture change in Client organizations. (The business of selling is not just about matching viable solutions to the customers that require them. Its equally about managing the change process the customer will need to go through to implement the solution and achieve the value promised by the solutionJeff Thull, The Prime Solution: Close the Value Gap,

Increase Margins, and Win the Complex Sale) 82. Shit happens. Thats what they pay you for. 83. This is not a GE or Ben & Jerrys saleit is a Joe Jones/Jane Jones sale. YOU ARE THE BRAND THE CLIENT BUYS especially over the long haul. 84. Duh: You make money, the company makes moneyon repeat business. 85. Masteryes, youthe PR Game. Word of Mouth is not accidental! You want Word of Mouth? Make it happen! 86. GOAL #1: MAKE YOUR CLIENT A HEROYOU ARE NOT THERE TO GET CREDIT. (Taking credit is for egomaniacs. And losers.) 87. Decent margins, over the mid- to long-term, are a product

of better relationships, not better negotiating skill. (Mostly.) 411 You cant behave in a calm, rational manner. Youve got to be out there on the lunatic fringe. Jack Welch

421 88. In the immortal words of ex-GE Vice Chairman Larry Bossidy, more or less, Realism rocks. (Bullshit artist and great salesperson, contrary to conventional wisdom, are Diametric Opposites. Truthteller and Great Salesperson is more like it.) 89. Be the first to tell the Client bad news (e.g., slipped delivery); his intelligence sources will tell him fastyou want to be there first with your story and to enhance your rep as Truthteller! 90. Work like hell to get a reputation as a valued industry

expert, to become an industry resource. 91. Work the Trade Association angle for all its worthit may take a decade to pay offe.g., when you become an officer or are on an important panel or testify Before Congress. 92. PAY YOUR DUES IN THE CLIENT ORG AND IN YOUR OWN ORG! 93. Its all bloody tactics. 94. You must ... LOVE .... the product! (Period.) 95. YOU MUST LOVE THE PRODUCT! 96. Dont over-schedule. Running late is inexcusable at any level of seniority; it is the ultimate mark of self-importance mixed with contempt. 431

97. Women are better salespeople. (See Addendum.) 98. Women alone understand Women. 99. Actually, Women by and large understand Men better than Men understand Men. 100.Women purchasers buy Stories and recommendations. 101. Women take longer to become Loyal purchasers, but then stay Loyal. 102. Men buy Stats. 103. Men decide fast, but are fickle. 104. Men & Women are VERY, VERY Different. 105. Women buy most things. Consumer. Increasingly,

professional goods and services. 106. Womens Market is Opportunity #1. 107. Boomers. Many, many. Lots & lots & lots of $$$. 108. Boomers-Geezers are very different purchasers than those in other categories. 441 109. It takes time to get to know people. (DUH.) 110. The very idea of efficiency in relationship development is ... STUPID. 111. MBWA (still) rules.

112. Preparing the soil is the first 98 percent. (Or more.) 113. WORK THE PHONES! 114. Rule 5K-5M: 5K miles for a 5-Minute meeting often makes sense. (Yes, often.) (Even with constrained travel budgets.) (Thanks, super-agent Mark McCormack.) 115. Become a student! Study great salespeople! (Including Presidents.) (Natural is a little bit truebut then Naturals are always the ones who study hardest e.g., Jerry Rice.) 116. Become a student! Yes, you can study Relationship Building. So, study

117. Beware complexifiers and complicators. (Truly smart people ... Simplify things.) 451 118. The smartest guy in the room rarely winsalas, he usually is aware hes the smartest guy. (And neednt waste his time on that soft relationship crap.) 119. Be kind. It works. 120. Be especially kind when there are screw-ups. (Theres plenty of time later to Play the Great Accountability Game.)

121. Presidents never tire of being treated like Presidents. 122. Luck matters. So: Good luck! 461 ADDENDUM: Women Rock as Salespersons (From Item #98.) And the answers are? TAKE THIS QUICK QUIZ: Who manages more things at once? Who puts more effort into their appearance?

Who usually takes care of the details? Who finds it easier to meet new people? Who asks more questions in a conversation? Who is a better listener? Who has more interest in communication skills? Who is more inclined to get involved? Who encourages harmony and agreement? Who has better intuition? Who works with a longer to do list? Who enjoys a recap to the days events? Who is better at keeping in touch with others? Source: Selling Is a Womans Game: 15 Powerful Reasons Why Women Can Outsell Men, Nicki Joy & Susan Kane-Benson

471 Bonus Stating the Obvious: THE PROBLEM IS RARELY THE PROBLEM. 1 THE PROBLEM IS

RARELY/NEVER THE PROBLEM. THE RESPONSE TO THE PROBLEM INVARIABLY ENDS UP BEING THE REAL PROBLEM.* ** *Watergate, M Stewart, 90% of scandals **And: PERCEPTION IS ALL THERE IS! 1 OFTEN AS NOT/MORE OFTEN

THAN NOT THE UNDERLYING PROBLEM IS IN FACT NOT MUCH OF A PROBLEM. 1 PERCEPTION IS ALL THERE IS. PERIOD.* *From Whole Foods to IBM to the corner deli 1

POWER WORDS! Im sorry. 1 THERE ONCE WAS A TIME WHEN A THREE-MINUTE PHONE CALL WOULD HAVE AVOIDED SETTING OFF THE DOWNWARD SPIRAL

THAT RESULTED IN A COMPLETE RUPTURE. Relationships (of all varieties) : 1 Stating the Obvious:

MORE POWER WORDS/IDEAS 1 Thank You! 1 MBWA* *5,000 miles for a 5-minute face-to -face meeting (courtesy superagent Mark McCormack)

1 Say it with FLOWERS 1 POWER IDEAS! You must care. General Melvin Zais 1

Toms 60TIBs* *TIB = This I Believe 1 EXCELLENCE. ALWAYS. 1 1. TECHNICOLOR

RULES! (Passion Moves Mountains!) 1 2. Audacity Matters! 1 3. Revolution Now! 1

4. Question Authority! (& Hire Disrespectful People.) 1 5. Disorganization Wins! (LOVE THE MESS!) 1

6. Think 3M: Markets Matter Most. ONLY EXTREME COMPETITION STAVES OFF STALENESS. (You can take the boy out of Silicon Valley, but you cant take Silicon Valley out of the boy!) 1 7. Three Hearty Cheers for Weirdos. (Bill Gates, Steve Jobs, Larry Ellison,

Scott McNealy, Craig Venter et al.) 1 8. Message 2006: Technology Change (Infosciences, Biosciences) Is in Its Infancy! (WE AINT SEE NOTHIN YET!) 1 9. Everything Is Up For Grabs! Volatility Is Thy

Name! (Forever & Ever. Amen.) RE-INVENT OR DIE! 1 10. Big Stinks. (Mostly.) (VERY Mostly.) 1 11. Permanence Is a Snare & a Delusion.

(Forget Built to Last. Its Yesterdays Idea.) (Try Built for Impact.) 1 12. Kaizen (Continuous Improvement) Is VDS/ Very Dangerous Stuff. 1

13. DESTRUCTION RULES! 1 14. Forget It! (Learning = Easy. Forgetting = Nigh on Impossible.) 1 15. Innovation Is Easy: Hang

Out with Freaks. (Employees, Board Members, Customers, Suppliers, Alliance Partners, Consultants.) 1 16. Boring Begets Boring. (Cool Begets Cool.) 1

17. Think Portfolio. (Were All V.C.s.) 1 18. Perception Is All There Is. (Insiders ALWAYS overestimate the Radicalism of What Theyre Up To.) 1 19. Action ALWAYS Takes

Precedence. Think: R.F!A./Ready. Fire! Aim. (REWARD SUCCESS. REWARD FAILURE. PUNISH INACTION.) 1 20. He Who Makes & Tests the Quickest & Coolest Prototypes Reigns! 1

21. Haste Makes Waste. (SO GO WASTE!) 1 22. Screwups are the Mark of Excellence. (Do It Right the First Time Is a Very Stupi Idea.) 1

23. Play Hard! Play Now! (Cherish Play!) 1 24. TALENT TIME! (He/She Who Has the Best Roster Rules!) 1 25. Re-do Education. Totally.

(FOSTER CREATIVITY NOT UNIFORMITY.) (THE NOISIEST CLASSROOM WINS.) 1 26. Diversitys Hour Is Now! 1 SHE

27. Is the Best Leader! 1 28. MARKETING MANTRA: Embrace the BIG THREE Demographics. (1) SHE is the Customer. (For everything.) (2) Rapidly Aging Boomers Have ALL THE MONEY. (3) Green

Matters. (TRILLIONS OF $$$$$ Are at Stake.) (NOBODY Gets It.) (Mere Programs Will Not Suffice.) 1 29. Re-boot Healthcare. (UNDERSTATEMENT.) 1 30. WHAT ARE WE SELLING? Experiences &

Solutions > Quality & Satisfaction. (The Traditional Value-added Equation Is Being Set on Its Ear.) 1 31. DESIGN = New Seat of the Soul. 1

32. Branding Is for EVERYONE. He Who Has the BEST STORY Takes Home the Marbles. 1 33. DRAMATIC DIFFERENCE = Only Difference. 1

34. WORDS/Language Matters a Lot. (E.g.: Three Hearty Cheers for Wow!) 1 35. WHAT MATTERS IS STUFF THAT MATTERS. (Query #1: Are You Proud of It?)

1 36. eALL. (IS/IT: Half-way = No Way.) 1 37. DREAM Big! DREAM Enormous! DREAM Gargantuan! (These Are XXX Times.) 1

38. THINK MIKE! (Michelangelo: 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.) 1 39. There Is Only ONE BIG ISSUE: (Crappy) Crossfunctional

Communication. 1 40. Stop Doing Dumb Stuff. (SYSTEMATIZE THE PROCESS OF UNDUMBING.) 1 41. Beautiful Systems Are BEAUTIFUL. 1

42. The WHITECOLLAR REVOLUTION Will Devour Everything in Its Path. 1 43. Take Charge of Your Destiny! BrandYou Moment! DISTINCT OR EXTINCT!

1 44. Powerlessness Is a State of Mind! Think: King. Gandhi. DeGaulle. 1 45. Pursue Adventure in Every Task. 1

46. EXCELLENCE Is a State of Mind. (Excellence Takes a Minute.) (No Bull.) 1 47. SHOW UP! (If You Care, Youre There.) 1

48. YOUR CALENDAR KNOWS ALL. (You = Calendar.) (Mind Your TO DONT List.) 1 49. LIFE IS SALES. (The Rest Is Details.) 1

50. Boss Mantra #1: I DONT KNOW. (I Dont Know = Permission to Explore.) 1 51. Management Role 1: GET OUT OF THE WAY. (Clear the Way.) (Manager = Hurdle Removal Professional.)

1 52. Epitaph from Hell: He Woulda Done Some Truly Cool Stuff But His Boss Wouldnt Let Him. 1 53. Change Takes However Long You Think It Takes.

(Eschew Incrementalism.) 1 54. Respect! (Rule 1: Dont Belittle!) 1 55. Thank You Trumps All! 1

56. Integrity Matters! Integrity = Credibility. (Dennis K. Is a Jerk.) 1 57. SOFT IS HARD. HARD IS SOFT. (Numbers Are Soft. People Are Not.) 1

58. Try Sunny! (Sunny Begets Sunny. Gloomy Begets Gloomy.) 1 59. DISPENSE ENTHUSIASM ! 1

60. FUN Is Not a 4Letter Word. So, too JOY. (And GRACE.) 1 The End. 1 EXCELLENCE. ALWAYS.

1

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