This document outlines Tom Peters' 26 passions from 1942 to 2006 organized by date. Some of the passions mentioned include leadership effectiveness, organization effectiveness, behavior driving attitude with action taking precedence, implementation being number one, soft skills being important, structure following strategy, action being prioritized over planning, dealing with reality, innovation, excellence, customer service, new organization models, passion, brand, design, healthcare, and relentlessness. The document emphasizes excellence, women, professional service firms, personal branding, and behavior driving attitude throughout one's career.

1. TP’ s “26Passions” by date: 1942-2006

2. Leadership Effectiveness (Vietnam/2 Commanding Officers: “Captain Do it.” vs “Captain Plan it.”/ “Talk” vs “Action.”) … ’66-’68 (’06) Organization Effectiveness (Vietnam Seabee Battalion in the field vs Pentagon) … ’69-’70 (’06) B>A* (R.F.A.) (*Behavior drives Attitude: Action takes precedence.) … ’71-’06 Implementation = #1 … ’73-’77 (’06) “Soft is Hard” (“Management Style,” etc.) … ’77-’79 (’06) Soft is Hard: “It’s the PEOPLE, stupid!” (Gobs of autonomy!) … ’66 ‘06 (Org) Structure> (Biz) Strategy … ’77-’83 (’06) Strategy-Structure+/ “McKinsey 7-S” Model ... ’77-’81 Action>Planning … ’74-’06 Mess = Reality (Act accordingly!) ... ’77-’06 Skunkworks/Skunks (“Offline” Innovation/ Innovators) … ’84-’91 MBWA … ’80-’85 (’06) Excellence I … ’79-’84

3. Mid-size biz is cool … ’84-’89 (’06) Customer service … ’84-’88 Innovation … ’87-’92 Free trade/Hayek … ’90-’92 New Org Models … ’92-’96 PSF (PSF = Everything!) … ’92-’06 WOW! (WOW! Projects) (“Hot” language) … ’93-’06 Brand You … ’94-’00 Design … ’94-’06 Women (Markets-Leaders) … ’96-’06 Healthcare (Quality-Wellness-PatientCentric) … ’06-?? Exuberance-Passion-Relentlessness (Soft is Hard) … ’42-’06 EXCELLENCE II … ’06-??

4. THE “5 DAMN ITS”

5. To The Mat: The “ 5 Damn Its ” Women. P.S.F. Brand you. R.f.a. EXCELLENCE. ALWAYS.