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Michael C. Burandt, of Georgia-Pacific, interviews Peter Drucker. Drucker says that things are changing fast and are turbulent. He believes that one has to understand the customer and that there will be new ways of distribution. Drucker says that you have to make shopping a worthwhile experience and that you have to be competitive. He says that businesses will have to think through methodology and that there is too much data, but not enough information. Drucker talks about thinking through what you get paid for, and that results have to be seen in perspective. He suggests not cutting advertising in hard times, because that is when your competitor will be cutting advertising. He discusses Harry Truman, and Truman’s realization upon his return from Potsdam in 1945. Drucker believes that people should be willing to see change as an opportunity and not a threat, and that it is more important for a chief executive officer to say no, than yes. He says that Jack Welch valued people, and shares General Electric’s realization in the 1920s. Drucker suggests asking what your customer pays for, and shares that Caterpillar developed itself into a service company. He goes on to discuss learning where you belong when finding a job.
Interviews Drucker, Peter F. (Peter Ferdinand), 1909-2005 Georgia-Pacific Corporation Markets Consumers Shopping Marketing channels Welch, Jack, 1935- General Electric Company Caterpillar Inc Burandt, Michael C
Color videocassette: Michael C. Burandt and Peter F. Drucker: A Conversation, Aug. 1, 1997; Drucker Archives; ¾ inch VHS cassette