톰 피터스 11
Jean Marie Dru, chief executive 최고 경영 책임자, 회장 officer of the big ad agency, TBWA Chiat Day
CLUB MED is more than just a 'reasort';
it's a means of rediscovering 재발견하다 oneself of inventing 발명하다 an entirely new me.'
Let's take one other example.
There's fabulous news in Milwaukee <미국 Wisconsin 주 남동부 Michigan 호반의 도시>, Wisconsin,
and that new is that there is not a single living human being
who works for Harley Davidson who is stupid enough to think that they make motorcycles.
As one of the top five officers at Harley put it
What we sell is the ability 능력, 재능 for a 43 year old accountant 회계원, 경리 to dress in black leather ride through small towns and have people be afraid 무서워하여 of him.'
I love that I love it for two reasons.
I love it because it wasn't said by the editor of 'Motorcycle Week.'
It was said by one of the top five Harley officers, suggesting 제의<제창, 제안>하다 they know precisely 정밀하게, 정확히 what they're up to.
And the second thing I love it for is that it adds up to money in the bank.
The former Harley chief executive Rich Teerlink is a good friend of mine. I had dinner with him awhile back.
He said, 'Tom, it took me 8 long years of trying to convince 확신시키다 Wall Street
that we were not a machinery <기계의> 장치 manufacturer 제조업자<회사>.
We are a lifestyle company.
And he said, 'Once we made that sale on Wall Street,
the stock 주식 market value of Harley Davidson went up by approximately 어림잡다 $15 billion.
Is there any limit? Apparently 분명히, 명백히 not.
Two Boston consulting 상담역의 group authors wrote a book called 'Trading Up,'
and here's what they discovered 발견하다.
Whether you own a Mercedes or whether you own a Hyundai,
more and more people are spending large sums of money buying things
they don't care about at the Wal-Marts of the world, but what they do care about
whether they're driving a Mercedes or a Hyundai, they want to buy--
I mean, this is incredible 믿어지지 않는.