100 Ways To Help You Succed and Make Money_Tom Peters.pdf

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100 WAYS

TO HELP YOU SUCCEED/MAKE MONEY

This is the ﬁrst half, success tips # 1-50,

of a two-part installment . continued >

by Tom Peters

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100 WAYS ...

FOUR days a week (if humanly possible), 25 weeks running. That’s my

promise. (Or, at least, my Goal.) One hundred short but (hopefully)

sweet Blogs, collectively titled: 100 Ways to Help You Succeed/Make

Money. “It” was all triggered by a “trivial” experience this past

Saturday ...

In the interest of getting

these success tips into

your hands more quickly,

we’re releasing the ﬁrst 50

before all 100 are written.

Numbers 51-100 will be

published at a later date.

100 WAYS TO SUCCEED/MAKE MONEY #1:

THE CLEAN & NEAT TEAM! (TEAM TIDY?) ...

Iʼve been preaching the “Experience Thing” for a few years. (“Not just a ʻProductʼ or a

ʻService,ʼ but an ʻAwesome Experience.ʼ) I believe my act. But ...

I was in a giant retail mall last Saturday. Visited a renowned retailerʼs space. “Experience

Marketing”? No one does it better. But ...

THE PLACE WAS A MESS.

Got me thinking. I “go oﬀ on” various tacks, like the Experience bit. But letʼs not forget the

Boring Basics along the way! Such as: Clean-Neat Rules! (Or, at least, Messy-Sloppy-Dirty is a

Top 5 Turnoﬀ.)

Iʼm not a “neat freak.” To the contrary, Iʼm a slob. But thatʼs home. Not my profession. I se-

lect hotels in large measure based on whether or not they have 1-hour, 24-hours-per-day

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pressing services. I get paid (very) well for what I do. I donʼt get paid to show up for a speech

looking like I slept in my clothes!

The retail space in question was crowded with customers and visitors. (Good for them.) But

itʼd gotten very messy in the course of the day. Goods scattered, or at least untidy stacks of

goods. Trash on the ﬂoor. Boxes stacked unattractively near the checkout desk. Etc. (Etc.) To

me the space ... SCREAMED ... “We Donʼt Give a S___.” (I started to use “We donʼt care.” Or:

“We donʼt give a hoot.” But thatʼs not it. It is: “WE DONʼT GIVE A SHIT.”)

Thereʼs a lot to Great Retailing, or great whatever. But right near the head of the line is: “WE

CARE!” And near the head of the “We care” line is “Looks like a million dollars.”

Hence ... THERE IS NO EXCUSE WHATSOEVER FOR SLOPPINESS, UNTIDINESS, LESS THAN

S-P-A-R-K-L-I-N-G RESTROOMS, ETC., ETC.

Money-maker Message #1: KEEP IT CLEAN! Kudos to ... TEAM TIDY. Brickbats to ... the Dirty

Dozen.

100 WAYS TO SUCCEED #2:

PRONOUN POWER

Was editing a trainerʼs manual, replete with suggested dialogue, for a friend today. Good

stuﬀ! (Content: A+) But one “small” thing caught my attention. Most of the scripts for trainers

addressing their charges read like this: “I [Trainer] suggest that you [Client/Student] approach

the Objection as follows ...” Whatʼs my problem? Simple. I/trainer am the Subject, the teller of

truth. And the Student/Client is the Object, the recipient of my pearls of wisdom.

NO! NO! NO!

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Hereʼs the Big Word I want us to obsess on in todayʼs Tip: WE ! (And: US! )

Here, for example, is my re-write of the above script: “ We often hear the following

Objection blah blah blah. What if it werenʼt an objection at all? What if it provides us with an

Opportunity to get our oar in about this blah blah blah [product beneﬁt, say]. ...” Note, obvi-

ously, in my rewrite the three uses of “we” and “us.” From long experience, I suggest that this

changes the Fundamental Nature of Community-Interaction between the Instructor and the

Student. Instead of being an imparter-of-knowledge to the Unwashed, I/trainer am now a fel-

low-toiler-in-the-trenches hunting for a fruitful solution to “our” shared dilemma. Right?

Student and teacher are now—via Pronoun Power!—engaged in a Joint Venture toward

Excellence. (Or some such.)

This trick (more on who gets “tricked” in a moment) was taught me by my ﬁrst McKinsey

partner-mentor back in 1974. “Tom,” he said, none too gently, “when you address the Client,

never fail to use the word ʻWe.ʼ As in ʻThe way we might get at this blah blah blah.ʼ The idea

is that itʼs us and the Client foraging mightily as a Team in hot pursuit of the truth.”

Iʼll be the ﬁrst to admit that this is indeed a “trick.” But beginning in those McKinsey days, I

contend that it was me who was mostly tricked! Use “we” and “us” enough ... and I began to

feel that I was on the Clientʼs Team, not vice versa.

To this day, 30 years later, by instinct, I religiously use “We” and “Us”—and a team of wild

horses could not elicit an “I” or “You.”

It is a trick ... and it is a Fundamental Value concerning Groups on Joint Ventures in Quest of

Better Understanding.

We agree, right?

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NB #1: Also observe, Trick #2, the “religious” capitalization of Client. Another McKinsey fruit

that makes a big diﬀerence to me.

NB #2: Back to Success Tip #1 on cleanliness. I mentioned in passing, regarding Team Tidy,

“sparkling restrooms.” I simply want to underscore the idea ... worthy of status as #1 of my

100, in fact. Thereʼs no greater giveaway to the I CARE (or donʼt) query than the status of the

Restroom. Movie theater, Gas Station, McDonaldʼs, $75-an-entrée restaurant ... check out the

Restroom. “Messy” gets a C-. “Dirty” gets a D. “Foul” gets an F. (Iʼd guess 70% of Restrooms

get a D or F in my experience.) Give a B- to a “clean” Restroom. And a B+ to a “squeaky

clean” Restroom. And reserve the rare A/A+ for the squeaky clean Restroom that becomes

“an experience” in and of itself. Great furnishings! Flowers! A (Great) chair in which to take a

30-second respite! Etc.

100 WAYS TO SUCCEED #3:

THE RAREST OF GIFTS

The rarest of gifts: THANK YOU!

Alas, it (a nod of appreciation, a hastily penned, 2-line T-note) is so rare. (And thence ... ever

so powerful!)

Among TPʼs favorite quotes:

“ The two most powerful things in existence: a kind word and a

thoughtful gesture.”

—Ken Langone, VC and Home Depot founder

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