In my ongoing effort to read the entire oeuvre of Tom Peters, I recently read his 1997 book, The Circle of Innovation: You Can’t Shrink Your Way to Greatness.
I was initially drawn in by its provocative design that breaks from standard management literature by creating a cool, arty, magazine-like vibe using bold graphics and splashy typography. Each chapter is built around slides from Peters’ presentations and workshops coupled with a commentary on each point in his punchy, high-energy style. He designed it this way to “retain the look and feel” of his seminars. As I have heard him remark on several occasions, he thinks in PowerPoint.
The central argument of the book is that continuous, radical innovation and the destruction of obsolete business models are essential for survival in a chaotic, ever-changing market. It emphasizes that organizations must embrace rapid experimentation, design-driven differentiation, and the importance of the human element for making it all happen.
The message revolves around 15 core concepts that include:
- Focusing on innovation over efficiency
- Embracing destruction
- Utilizing an eraser for unlearning
- Acting like a Michelangelo
- Managing the white-collar revolution
- Elevating professional services
- Eliminating intermediaries
- Creating systems
- Evoking desire
- Building strong brands
- Targeting the female market
- Focusing on small details
- Serving the user
- Leading on the edge, and
- Embracing chaos.
Overall, it is a wild ride, but it is a worthwhile ride that still holds relevance today. I found many, many points that any good business leader should consider, like…
“SOMEBODY…is…going to do you in. The only question: Will it be a competitor…or YOU?”
“Mistakes are not the ‘spice’ of life. Mistakes are life.”
“Failure is the only precursor to success. BIG failure…in turn…is the only precursor to BIG success. Screw up. Get up. Try again. Quickly.”
“The mad do often (usually!) fail. Yet they are responsible for ALL the world’s great successes.”
“The most important person who reports to you is the one who most vigorously disagrees with you, who has the guts to disagree with you.”
“We all can…AND MUST…learn to be businesspeople…not merely ‘empowered’ jobholders.”
“It is JOB NO. 1 for A-L-L bosses to damn well make sure that the day job is something that A-L-L of their employees can BRAG ABOUT to kids, spouses, neighbors, significant others.”
And maybe my favorite…
“MAKE EVERY DAY COUNT … DESPITE THE BULLSHIT OF EVERYDAY LIFE.”
To that, I have to say that I just love Tom Peters. He gets into it and never lets you go. You really feel like you have to get up, go out, and do something. (He would add a “damn it” to that statement.)
So, I am challenging you. Go out on a limb. Get this book (buy it, get it used, get it from the library). Read it. Take away a ton of ideas, and then get to work innovating something…anything…to make the world just a little bit…or a lot…BETTER!
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Neal Woodson 