dispatches from the new world of work

The Ultimate "PSF"!

White semi
As almost all of you know, I'm bonkers over the Professional Service Firm idea; I think it's a survival necessity, circa 2005. Think "PSF" (if you do, I dearly hope you do), and one is likely to think Accenture, TBWA/Chiat Day, and the like.

Well, hold on. I have a new "top candidate." Though, alas, I don't know his name.

Saw him/it at an I-91 Rest Area on the way from VT to Boston. (I know, I should have stopped.) That is, the most beautifully decorated, squeaky-clean, super-cool, "startling" Big Rig I've ever seen!

What a DRAMATIC DIFFERENTIATOR! We've all seen 'em, right? The trucks that the Drivers obviously spend hours a day and many a personal dollar on to keep in spectacular shape. (And, of course, the 98% who don't. Some are of the "get by" sort, some look like shit.)

Point: Sorry if I'm the last to get it, but what better Demo is there of my Big Three: Awesome "PSF," Brand You, WOW Project?

Hats Way Off to ... ____________ .

Tom Peters posted this on 06/13/05.

Comments

Thanks for recognizing the thousands of men and women who spend long days (and nights) battling traffic and other woes to deliver the goods across the country. My company employs nearly 3500 owner/operators, and I can tell you that they work hard for the little money they earn. Often, they don't earn enough to spend on fancy rigs and paint jobs. Next time you're driving down the Interstate and you wish that truck would get out of your way, remember the driver might be bringing life-saving medical supplies to your local hospital, or the ingredients for your next latte. If you bought it, a truck brought it.

Posted by Brian Tingley at June 20, 2005 3:25 PM