‘NiitioHdl. M in o r ity ^business
(The |JnrtIanb UDbserner
IN E S S
p h r itiip s
Oct. 6, 1999
AVeeA
C20
RULES
By Stan Davis and Christopher Meyer, authors of “ Blur”
• M a k e S p e e d Y o u r M in d - s e t
• C o n n e c t E v e ry th in g a n d E v e ry th in g
• G r o w Y o u r In ta n g ib le s Faster Than Y o u r T a n g ib le s
• B u ild P ro d u c t In to E v e ry S e rv ic e
• Put S e rv ic e in to E v e ry P ro d u c t
Johnny & Thorresa
Huff of Johntae's
Imported Tobacco
Accessories
• M a n a g e A ll B u s in e s s in Real T im e - G e t a g r ip o n w h a t ’ s
h a p p e n in g a t th is in s ta n t, so th e r ig h t a d ju s tm e n ts can be
m a d e w it h o u t d e la y .
• Be A b le to D o A n y th in g You Do a t A n y tim e - T hese d a y s ,
2 4 X 3 6 5 ru le s .
• Be A b le to D o A n y th in g , A n y p la c e - C o n n e c t y o u r b u s in e s s
no m a tte r w h e r e y o u - o r y o u r c u s to m e rs a re .
• Put Y o u r O ffe r O n lin e — th e N e t is th e fir s t d is tr ib u tio n
c h a n n e l o f th e e le c t r o n ic a g e .
• M a k e Y o ur O ffe r In te r a c tiv e - M a k e an in v e n to r y o f y o u r
o ffe r in g s a n d ta k e a c lo s e lo o k a t h o w in te r a c tiv e each is in
» te rm s o f a c o n tin u a l d ia lo g u e .
• Customize Every Offer
• Make Sure Your Offer Gets Smarter with Use - Your offer must be able to
learn from the way your customer puts it to use, and respond to the
communication.
• Foget about Annual Model Changes; Download Your Upgrade
• Put Emotions into Every Offer and Every Exchange
• Forget All You Thought You Knew about Business Economics
• Forget the Law of Diminishing Returns - as all businesses become more
information-intensive they will increasingly migrate toward increasing returns.
• Don’t Start with Your Customer - Your product must educate the customer
and the customer must educate you.
• Don’t Plan Your Company’s Future; Adapt
• Learn to Partner, Learn to Split
• Create a Platform; Be the Standard
• Let the Market Price Your Offer
• A s s u m e E v e ry th in g W ill Be D e re g u la te d
• M e a s u re Y ou r C o m p a n y by M a rk e t C a p R a tio s , N ot
R e ve n u e s
• Be Big and S m a ll S im u lta n e o u s ly
• B len d W e b s and H ie ra rc h ie s - Fo cu s on b u ild in g y o u r fu tu re
o rg a n iz a tio n w e b , n o t on te a rin g dow n yo u r old o rg a n iz a tio n
h ie ra rc h y .
• K eep Your A s s e ts in C y b e rs p a c e and O ff th e B a la n c e S h e e t
• P rize In te lle c tu a l A s s e ts M o st, F in a n c ia l A s s e ts S e c o n d ,
P h y s ic a l A s s e ts L e a s t
• M a n a ge , M e a s u re , and G row Y ou r In ta n g ib le C a p ita l
• V alu e a C o m p a n y by Its G ro w th R a te s , N ot by Its A s s e ts
• Own th e L in k s , n o t th e N od e s - R e m e m b e r y o u ’ re liv in g in
a w o rld w h e re e v e ry th in g is c o n n e c te d w ith e v e ry th in g . So
m a s te r th e a b ility to C o n n e c t.
• V a lu e W h a t’s M o v in g , N ot W h a t’ s S ta n d in g S till - A n y th in g
s ta n d in g s till is a lia b ility . M o tio n m a ke s them p ro d u c tiv e ,
so y o u ’ve g o t to m e a s u re , m a n a ge , and va lu e S p e e d m ore
th a n q u a n tity .
• Pay A tte n tio n . A tte n tio n is th e N e xt S c a rc e R e s o u rc e - We
liv e in a w o rld o f in fo rm a tio n g lu t. S ta r t p a yin g a tte n tio n to
how to g e t p e o p le ’ s a tte n tio n and ke ep it.
»
I