100 Ways To Help You Succed and Make Money Tom Peters, MONEY-WEALTH
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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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