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Tom>to TomA[…]to: Tom's Re-imagine Manifesto
ˆÊÊ f , n
× Ø
Tom PeIers
ÊÊÊ , n
¹LZVaaV\gZZndjgi]Zdgn^hXgVon#I]ZfjZhi^dc!
l]^X]Y^k^YZhjh!^hl]Zi]Zg^i^hXgVonZcdj\]#º
¸E]nh^X^hiC^Zah7d]g!idLda[\Vc\EVja^
D[m:[b^_$J^_hj[[dI[fj[cX[h(&&*$ í owoke, |ellogged ond sweoly, ol ¯l.M. í`d hod o nighlmore. Slork reolism. í wos,
os usuol, occused of overslolemenl ond o few lor moreI loo mony exclomolion morks l!!!!!I. 0nly lhis lime í`d occeded lo
¨They.¨ The ¨They¨ who believe in The Plon ond Buill lo Losl ond Conlinuous ímprovemenl ond 0uiel, Humble Leoders.
No! No! í hod foiled, in my dreom, lo live up lo my Fervenl Beliefs! This musl nol poss! ín o sweol, feorful lhol lhe lime
would nol come `round ogoin, í lurned on lhe lighl, picked up o pod of poper, ond begon lo scribble fronlicolly. Herewilh
lhe resull.
(q&+
Tom>to TomA[…]to: Tom's Re-imagine Manifesto
ˆÊÊ f , n
× Ø
Tom PeIers
ÊÊÊ , n
They soy ... my lTom`sI longuoge is exlreme.
í soy ... lhe lines ore exlrene.
They soy í`m exlreme.
í soy í`n o reolisl.
They soy í demond loo much.
í soy lhey occepl nediocrily ond conlinuous inprovenenl loo reodily.
They soy ¨We con`l hondle lhis much chonge.¨
í soy ¨Your |ob ond coreer ore in |eopordy, whol olher oplions do you hove?¨
I]ZnhVn7gVcYNdj^hcdi[dgZkZgndcZ#
>hVni]ZVaiZgcVi^kZ^hjcZbeadnbZci#
They soy ¨Whol`s wrong wilh o `good producl`?¨
í soy Wol*Morl or 0hino or bolh ore oboul lo eol your lunch. Why con`l you
provide insleod o Fobulous Fxperience?
They soy ¨Toke o deep breolh. Be colm.¨
í soy ¨Tell il lo Wol*Morl. Tell il lo 0hino. Tell il lo índio. Tell il lo Dell. Tell il lo
Microsofl.¨
They soy lhe Web is o ¨useful lool.¨
í soy lhe Web chonges everylhing. Now.
)q&+
Tom>to TomA[…]to: Tom's Re-imagine Manifesto
ˆÊÊ f , n
× Ø
Tom PeIers
ÊÊÊ , n
They soy ¨We need on íniliolive.¨
í soy ¨LZcZZYV9gZVb.
lnd 9gZVbZgh.¨
They soy 0reol Design is ¨nice.¨
í soy 0reol Design is ¨necessory.¨
They soy í ¨overploy¨ lhe ¨wonen`s lhing.¨
í soy lhe ninuscule shore of Wonen in Senior Leodership Posilions is o Wosle
ond o Disgroce ond o Slrolegic Morkeling Frror.
They soy lhe Wonen`s Morkel 0pporlunily í horp on is ¨doublless inporlonl.¨
í soy ? oul of 1O, noke lhol ?? oul of 1OO, conponies oren`l wilhin slriking
dislonce of occurolely eslinoling lhe polenliol of lhe Wonen`s Morkel ...
lel olone exploiling il.
They soy lhe booner-geezer norkel is olso ¨doublless inporlonl.¨
í soy lhe booner-geezer norkel onounls lo o Redefning Monenl.
They soy we need o ¨pro|ecl¨ lo exploil lhe wonen-booner-geezer norkel.
í soy we need Tolol Slrolegic Reolignnenl lo exploil lhe Wonen-Booner-
0eezer 0pporlunily.
*q&+
Tom>to TomA[…]to: Tom's Re-imagine Manifesto
ˆÊÊ f , n
× Ø
Tom PeIers
ÊÊÊ , n
They soy ¨Wow¨ is ¨lypicol Ton.¨
í soy ¨W0W¨ is o Mininun Survivol Requirenenl.
They soy ¨effeclive governonce¨ is inporlonl.
í soy bold-brosh Boords lhol ore represenlolive of lhe norkel served-nore
lhon o loken wonon or lwo ond on enply seol for lhe ¨forlhconing Hisponic¨-
ore on ínperolive. Now.
I]ZnhVn¹EaVc^i#º
Ì say ¨%0*5¨
They soy ¨We need nore sleody, loyol enployees.¨
í soy ¨WF NFFD M0RF FRFlKS WH0 R0UTíNFLY TFLL TH0SF `íN 0HlR0F` T0
TlKF l FLYíN0 LFlP ... BFF0RF íT`S T00 LlTF.¨
They soy ¨We need 0ood People.¨
>hVn¹LZcZZYFj^g`nIVaZci#º
They soy ¨We like people who, wilh sleely delerninolion, soy,
`í con noke il beller.`¨
í soy ¨í love people who, wilh o cerloin noniocol gleon in lheir eye,
perhops even o giggle, soy, `í con lurn lhe world upside down. Wolch ne!`¨
They soy ¨We nusl speed lhings up.¨
í soy ¨We nusl Rodicolly chonge lhe 0orporole Melobolisn unlil ínsone Urgency
becones o Socronenl.¨
They soy ¨Sure, we need `0honge.`¨
í soy we need ¨RF\0LUTí0N N0W.¨
+q&+
Tom>to TomA[…]to: Tom's Re-imagine Manifesto
ˆÊÊ f , n
× Ø
Tom PeIers
ÊÊÊ , n
They soy/ocknowledge, ¨0koy, we need revolulion.¨
>hVn¹3&70-65*0/#º
They soy ¨fosl follower.¨
í soy ¨bollered ond bruised leoder.¨
They soy ¨0onglonerole & ínilole!¨
í soy ¨0reole & ínnovole!¨
They soy ¨Morkel shore.¨
í soy ¨Morkel 0RFlTí0N.¨
They soy ¨ínprove & Moinloin.¨
í soy ¨DFSTR0Y & RF-íMl0íNF.¨
They soy ¨We like words such os `coln` ... `cerloinly` ... `is.`¨
í soy ¨í like words/phroses such os `lurbulenl` ... `opporlunily` ... `nighl be.`¨
They vole for Republicons ond Denocrols.
í vole for índependenls ond Liberlorions.
They soy ¨Hoppy bolonce.¨
í soy ¨0reolive Tension.¨
They soy lhey fovor o ¨leon¨ lhol works & lives in ¨hornony.¨
í soy ¨0ive ne o roucous browl onong lhe nosl creolive people inoginoble.¨
,q&+
Tom>to TomA[…]to: Tom's Re-imagine Manifesto
ˆÊÊ f , n
× Ø
Tom PeIers
ÊÊÊ , n
They soy ¨Nornol.¨
í soy ¨Weird.¨
They soy ¨Peoce, brolher.¨
í soy ¨Bruise ny feelings. Flollen ny ego. Sl\F MY J0B.¨
They soy ¨\onillo.¨
í soy ¨0herry 0orcio.¨
They soy ¨Bosic Block.¨
>hVn¹I:8=C>8DADGGJA:Hº
They soy ¨Bronding is for lhe likes of Nike.¨
í soy ¨Bronding is for Fveryone & lnyone wilh lhe Possion & Tenocily lo foisl
lheir Wonderful & Weird Poinl of \iew on lhe world ... ond lhe New World`s
lreod. Web`sI power ollows-encouroges such ¨silly¨ lunlil recenllyI visions-of-
ubiquily lo becone reolily, perhops overnighl.¨
They soy we need ¨hoppy cusloners.¨
í soy ¨0ive ne pushy, needy, nosly, provocolive cusloners who will drog ne
down ínnovolion Boulevord ol 1OOnph.¨
They soy lhey wonl lo porlner wilh ¨besl of breed.¨
í soy ¨0ive ne 0oolesl of Breed.¨
They soy we need ¨supply choin hornony.¨
í soy we need ¨supply choin ínnovolion.¨
-q&+
Tom>to TomA[…]to: Tom's Re-imagine Manifesto
ˆÊÊ f , n
× Ø
Tom PeIers
ÊÊÊ , n
They soy ¨We seek Horvord MBls.¨
í soy í seek 0erlifcole-free ¨PhDs¨ fron lhe School of Hord Knocks.
They soy ¨We seek Horvord MBls.¨
í soy ¨í seek RíSD lRhode íslond School of DesignI MFls.¨
They soy ¨0f course we believe in norkeling.¨
í soy ¨ís lhe 0M0 l0hief Morkeling 0ffcerI on lhe Boord of Direclors?¨
They soy ¨0f course we believe in norkeling.¨
í soy ¨Hos your cusloner dolobose won nunerous no|or induslry owords?¨
I]ZnhVni]ZnlVcigZXgj^ihl^i]¹hediaZhhgZXdgYh#º
>hVn¹I]ZHedihVgZl]VibViiZgbdhi#º
They soy ¨ínlegrily is inporlonl.¨
í soy ¨Tell lhe Unvornished Trulh, lll lhe Tine ... or loke o Long Hike.¨
They reod Jin 0ollins ond grok on ¨quiel, hunble leoders.¨
í soy ¨0ive ne lhe Bold, lhe Brosh, lhe Brossy, lhe Fgocenlric Dreoners who,
like Sleve Jobs, `Denl lhe Universe.`¨
They soy lhey need o ¨vision¨ born of McKinsey.
í soy we need o ¨0rondiose Dreon¨ born of o Possionole & ínlenperole Belief
lhol lhe world con be o differenl, beller ploce.
.q&+
Tom>to TomA[…]to: Tom's Re-imagine Manifesto
ˆÊÊ f , n
× Ø
Tom PeIers
ÊÊÊ , n
They soy heollhcore, our biggesl induslry,
is ¨o ness.¨
í soy our hospilols, which `^aa dkZg
&%%!%%%eVi^Zcih o yeor, ore porl of o
syslen lhol is ¨VY^h\gVXZ.¨
They soy ¨obesily is o problen¨ ... ¨lose sone weighl.¨
í soy Re-inogine lhe enlire heollhcore syslen ... N0W ... lo focus on Prevenlion
& Wellness.
They soy ¨0f course we believe in norkeling.¨
í soy ¨ís your Web sile Sooooo 0ool, Sooooo Fresh, Sooooo Friendly lo Use lhol il
gives you goose pinples |usl lo e-visil, even lhough you`ve seen il 1,OOO lines?¨
They soy ¨0f course we believe in norkeling.¨
í soy ¨How nony in-deplh cusloner visils did lhe 0F0 noke losl nonlh?¨
They soy ¨Yes, lhe `Wonen`s lhing` is inporlonl.¨
í soy ¨Do wonen hold ol leosl 1/3 of your Boord seols?¨
They soy ¨We`re coning oround on lhe design bil.¨
í soy ¨ís, os ol Broun, your 0hief Design 0ffcer on lhe Boord of Direclors?¨
&%q&+
Tom>to TomA[…]to: Tom's Re-imagine Manifesto
ˆÊÊ f , n
× Ø
Tom PeIers
ÊÊÊ , n
They soy ¨0f course we lhink lhe `experiences lhing` is inporlonl.¨
í soy ¨ís lhere on `F\P Fxperiences`?¨
They soy ¨0f course innovolion is inporlonl.¨
í soy ¨ís your percenloge of revenue devoled lo R&D ol leosl 1.5 l2.O? 2.5?I lines
lhe induslry overoge?¨
They soy ¨0f course we believe in íS/íT.¨
í soy ¨ís lhe 0í0 on lhe Boord of Direclors?¨ l0nly 5% of Forlune5OO 0í0s ore on
lhe Boord. 0ne exonple. Wol*Morl.I
They soy ¨0f course we believe in íS/íT.¨
í soy ¨How nony nenbers of your Boord ore under 35 yeors old?¨
They soy ¨We believe in hoving o `fol orgonizolion.`¨
í soy ¨ís your heodquorlers in o Tower?¨
They soy ¨no child lefl behind.¨
Ì say ¨education¨ is leaving ALL our children behind, as it is totally
misaligned to deal with tomorrow`s llhis oflernoon`sI uncertain,
ambiguous, creativity-driven economy.
They soy ¨íf il con`l be precisely neosured lhen il isn`l reol.¨ llnd í suppose
if il con be neosured il is reol? Think Fnron? ldelphio? World0on?I
í soy ¨íf il con be precisely neosured il isn`l reol.¨ lThink lge of ínlongibles
& Relolionships.I lThink. ¨He knew lhe price of everylhing ond lhe volue of
nolhing.¨I
They soy ¨ínprove.¨
>hVn¹GZ"^bV\^cZº
&&q&+
Tom>to TomA[…]to: Tom's Re-imagine Manifesto
ˆÊÊ f , n
× Ø
Tom PeIers
ÊÊÊ , n
They soy ¨Rolionolily is lhe Bedrock of Modern Sociely.¨
í soy ¨írrolionolily lirrolionol exuberonce?I is lhe Molher of oll True Fnlrepreneuriol
Pilgrinoges.¨
They soy ¨0rder is lhe necessory precursor lo neosured, susloinoble success.¨
I soy ¨Dis-order is lhe precursor lo 0pporlunislic Sorlies, Morkel 0reolion, 0uonlun
Leops, ond Fnlrepreneuriol ldvenlure.
They soy ¨To gel onywhere, you hove lo know exoclly where lhe hell you`re heoded.¨
í soy ¨íf you know precisely where you`re heoded ond exoclly how you`re gonno gel
lhere, lhen you cleorly suffer fron ldvonced Shrivelus ínoginolionus.¨
lThis diseose is folol.I
I]ZnhVn¹:beadnZZhcZZYLZaa"YZÃcZYHigjXijgZ#º
>hVn¹IVaZcih]djaYWZZcXdjgV\ZYidZbWVg`dc
FjZhihidi]ZJc`cdlc#º
They soy ¨í`n here lo noxinize shoreholder volue.¨
í soy ¨í`n here lo infone eoch & every nenber of ny lwesone Sloff lo enbork
wilh \igor & Delerninolion & Possion & Fnlhusiosn on o 0uesl of Monunenlol
0onsequence.¨ llnd if í cone even close lo succeeding, il will, in focl, dronolicolly up
lhe odds of Thriving lnidsl Todoy`s 0hoos-ond creoling unlold shoreholder volue in
lhe process.I
They soy we need lo ¨bring effecliveness lo lhe supply choin.¨
í soy we need on íS/íT/Besl Sourcing revolulion bosed on nolhing less lhon on Fnlirely
0riginol \ision of whol orgonizolions ore ond how lhey inlerocl.
&'q&+
Tom>to TomA[…]to: Tom's Re-imagine Manifesto
ˆÊÊ f , n
× Ø
Tom PeIers
ÊÊÊ , n
They soy ¨0lobolizolion is o bunpy rood.¨
í soy índio ond 0hino ond lsio in generol ore wilhin lwo decodes of running lhe
show. 0el reody or gel lrounced.
They soy ¨defense¨ ond ¨consolidolion¨ ore nusls for o globol gone.
í soy encouroge 0ffense, nurlure o 0enerolion lor 1OI of Fnlrepreneurs, cherish
0reolivily & Risk-loking fron prinory school onwords ... ond don`l expecl lo be
soved by o bunch of bulky, relro behenolhs connonded by o pholonx of 0ld
While 0uys who lhink 3O ninules o doy on lhe corporole lreodnill ond 27 holes
on lhe links ore o fl defense ogoinsl Revolulion.
I]ZnhVn¹bZc#º
>hVn¹LDB:C#º
They soy Diversily is o ¨good lhing.¨
í soy Diversily is o Fresh Breolh of 0reolive lir ... lbsolulely Necessory for
Fcononic Solvolion in perilous lines.
They soy ¨Woil your lurn, honor lhose who hove norched lhese corridors
before you.¨
í soy 0el 0ff Your Bull & 0o for lhe 0old ... T0DlY ... or sign lhe lronsfer popers
willing your |ob in perpeluily lo o 0hinese or índion who 0ives o Shil ond 0els Up
l\FRYI Forly ond works Solurdoys & Sundoys.
They soy ¨offshoring¨ is o ¨blighl.¨
í soy lhe Forlh proved nol lo be lhe cenler of lhe Solor Syslen ... ond lhe USl
is nol lhe epicenler-in-perpeluily of lhe Forlh ... ond lhol we hod besl leorn ...
N0W ... lo prosper ond loke pleosure in o dynonic, exciling, creolive, nulli-
polor econonic environnenl. lDonn il.I
They soy ¨íl`s o frighl.¨
í soy ¨íl`s o Helluvo Ride.¨
&(q&+
Tom>to TomA[…]to: Tom's Re-imagine Manifesto
ˆÊÊ f , n
× Ø
Tom PeIers
ÊÊÊ , n
They soy il`s ¨dounling.¨
í soy il`s ¨o bronco rider`s delighl.¨
They soy ¨Life is o norolhon, husbond your slrenglh.¨
í soy ¨Life is o sprinl. Begin plonning your World-beoling Me ínc. slorl-up ...
T0DlY.¨
They soy lifeline enploynenl wos o boon.
í soy lifeline enploynenl wos índenlured Servilude, nodern-doy Slovery.
They soy ¨sofely nel.¨
í soy ¨í on ny sofely nel, give ne lhe `0wnership Sociely.`¨ llnd í`n o lifelong
Denocrol.I
They soy ¨zero defecls.¨
í soy ¨l doy wilhoul o screw-up or lwo is o doy pissed owoy.¨
They soy ¨Think oboul il.¨
í soy ¨Try il.¨
They soy ¨Plon il.¨
í soy ¨Tesl il.¨
They soy ¨conlinuous inprovenenl.¨
>hVn¹7daYAZVeh#º
They soy ¨Keep on ínprovin`.¨
í soy ¨Keep on Leopin`.¨
&)q&+
Tom>to TomA[…]to: Tom's Re-imagine Manifesto
ˆÊÊ f , n
× Ø
Tom PeIers
ÊÊÊ , n
They soy ¨Buill lo losl.¨
I soy ¨Buill lo Soor. We`re oll deod in lhe long run ... live your ínsone Fonlosy.
Devil loke lhe hindnosl.¨
They lJin 0ollinsI soy ¨Wolgreens is 0ool.¨
í soy ¨í love Lorry Fllison.¨ l0rocle rules ... ol leosl for lhe nexl len ninules.I
They soy ¨Ploy lhe odds.¨
í soy ¨Reword excellenl foilures. Punish nediocre successes.¨
lThonks, Phil Doniels.I
They soy ¨Fighly-hour weeks will kill you.¨
í soy ¨Work 35-hour weeks, ond lhe 0hinese will kill you.¨
They soy ¨ínsloll cosl conlrols wilh leelh.¨
í soy ¨Ho. Ho. Ho. Blow Up lhe exisling enlerprise ond slorl wilh o 0leon Sheel
of Poper.¨
They soy ¨Rodicol chonge lokes o decode.¨
>hVn¹GVY^XVaX]Vc\Z
iV`ZhVB^cjiZ#º
lSee ll.I
&*q&+
Tom>to TomA[…]to: Tom's Re-imagine Manifesto
ˆÊÊ f , n
× Ø
Tom PeIers
ÊÊÊ , n
They soy ¨ínsloll cosl conlrols wilh leelh.¨
í soy ¨0row lhe Top Line.¨
They soy ¨Tines ore chonging.¨
í soy ¨Fverylhing hos olreody chonged. Tonorrow is lhe Firsl Doy of Your
Revolulion ... or you`re Toosl.¨
They soy ¨We con`l oll be lnilo Roddick or Moxine 0lork or Slon Shih or Les
Wexner or Jerry Yong.¨
í soy ¨Why nol?¨
They soy ¨We con`l oll be o Brond.¨
>hVn¹7HYNOTº
They soy ¨We con`l oll be Revolulionories.¨
í soy ¨Why nol?¨
They soy ¨Bewore lhe Hype.¨
í soy ¨Been lo 0hino lolely? \isiled ínfosys in Bongolore lolely?¨
They soy lhis is |usl o Ronl.
í soy lhis is |usl Reolily.
They soy ¨The non is nol nice.¨
í soy ¨The lines ore nol forgiving.¨
›

&+q&+
ˆÊÊ f , n
×
ÊÊÊ , n
Tom>to TomA[…]to: Tom's Re-imagine Manifesto
Tom PeIers
C0PYRÌ0HT ÌNF0
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