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Short version at Istanbul Business School ... of the 3-Day "Gamechangers" Masterclass building on the ideas and insights in Peter Fisk's new book Gamechangers ... More info at www.Gamechangers.pro or by email peterfisk@peterfisk.com
Citation preview
Peter Fisk
Founder of GeniusWorks, and author of “Gamechangers”
Professor of Strategy, Innovation and Marketing, IE Business School
Email: peterfisk@peterfisk.com Twitter: @geniusworks
One-Day Masterclass at Istanbul Business School
1 st December 2014
Summary
Kaleidoscope markets
Innovative strategies
Change the game
Market makers
Kaleidoscope markets
Volatile
Uncertain
Complex
Ambiguous
+genius
Vibrant
Unreal
Crazy
Astounding
Worldchanging decade
2010
Pop 6.9Bn
GDP $63T
G7
2020
Pop 7.7Bn
GDP $90T
E7
Worldchanging decade
2010
Pop 6.9Bn
GDP $63T
G7
2020
Pop 7.7Bn
GDP $90T
E7
Globalisation
Turbulent markets
New economies
New business models
Biotech
Internet of things
Clean energy
Nano tech
Healthcare
Resource shortages
Transparency
Travel
Climate change
Urbanisation
Bio diversity
Population growth
Agelessness
Creative class
Digital natives
Women
Mobility
Open education
Cloud intelligence
Entrepreneurship
Sustainable living
Culture fusion
Localness
Storytelling
Wellbeing
Happiness
Caring
Tribal
Authenticity
Collaboration
Lifetime learning
Empowerment
Building blocks to the future
Guiyang Circle
Guiyang
China106.6° E, 26.6° N
4100km radius
Most of the worldlives here …
East
Small
West
Big
+genius
ProfitVolume
ImaginationCapability
+genius
CollaborativeIndependent
DisruptingEvolving
Customer
Pull
Relevance
Business
Push
Average
+genius
Every business must change
Speedboats beat
fast and focused
supertankers
Every minute
The 99 cent business model
Winning in a digital world …
The $900 business model
Digitally enabled real world
We live in a time of
‘awesomeness’
Think different
Can you see the man?
Intelligence + Imagination
RATIONAL
ANALYTICAL
FOCUSED
EMOTIONAL
INTUITIVE
CONNECTED
What’s your “tae Kuk”?
LEFT BRAIN + RIGHT BRAIN
Don’t just play the game …
Change the game
© Peter Fisk 2013
Gamechangers.pro
© Peter Fisk 2014
Gamechangers.pro
16 ways to innovate your business
Brand
innovation
Purpose
innovation
Strategy
innovation
Concept
innovation
Structural
innovation
Process
innovation
Resource
innovation
Financial
innovation
Market
innovation
Customer
innovation
Experience
innovation
Relational
innovation
Pricing
innovation
Channel
innovation
Service
innovation
Product
innovation
© Peter Fisk 2014 … Extract from new book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Or email: peterfisk@peterfisk.com
DON’T PLAY THE GAME, CHANGE THE GAME
© Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: peterfisk@peterfisk.com …. Twitter @geniusworks
es
1. 23 & Me
2. Aravind
3. Epocrates
4. Genentech
5. Intuitive Surgical
6. Narayana H
7. Organova
8. PatientsLikeMe
9. Scanadu
10. Second Sight
1. Amazon
2. Aussie Farmers
3. Etsy
4. Fab
5. Greenbox
6. Le Pain Q
7. Positive Luxury
8. Trader Joe’s
9. ZaoZao
10. Zilok
1. Apple
2. Beauty’in
3. Godrej
4. Lego
5. Method
6. Natura
7. Nike+
8. Oculus Rift
9. Pebble
10. Renova
1. Alibaba
2. ARM
3. Bharti Airtel
4. Giff Gaff
5. Google X
6. Rackspace
7. Raspberry Pi
8. Samsung
9. Tencent QQ
10. Xiaomi
1. Aeromobil
2. Air Asia
3. AirBNB
4. Emirates
5. Kulula
6. Moveo
7. Pipistrel
8. RedBus
9. Virgin Galactic
10. Zipcars
1. 3DHubs
2. Corning
3. DP World
4. Dyson
5. Embraer
6. Local Motors
7. Space X
8. Syngenta
9. Tata
10. Tesla
1. Aeroshots
2. Gram-Danone
3. Graze
4. Isis Organic
5. Juan Valdez
6. LA Organic
7. Moa Beer
8. Nespresso
9. Yeni Reki
10. Zespri
1. Ashmei
2. Beats
3. Desigual
4. Gilan
5. Indetix
6. Patagonia
7. Rapha
8. Shang Xai
9. Threadless
10. Tom’s
1. Alior Sync
2. La Caixa
3. Fidor
4. First National
5. Itan Unibanco
6. Moven
7. M-Pesa
8. Square
9. Umpqau
10. Zidisha
1. Al Jazeera
2. Coursera
3. Future
4. Pixar
5. Pledge Music
6. Red Bull
7. Rovio
8. Spotify
9. Ushahida
10. Wordpress
futureproduct futurefashion futurefoodfuturestore
futurehealth futuretech futuremakersfuturebank
futuretravel
N/S American brands European brands African/Arab brands Asian/Oceania brands
futuremedia
1. Ashoka
2. AzuriTech
3. Graal Bio
4. IBM
5. IDEO
6. Kickstarter
7. Li & Fung
8. Live Nation
9. Salesforce
10. Y Combinator
1. FC Barcelona
2. Bitcoin
3. Bhutan
4. The Elders
5. Lovemarks
6. Oregon Project
7. ParkRun
8. WWF
9. Zoe Suggs
10. You
futureservice futurebrands
The Global Gamechangers.pro
© Peter Fisk 2014
peterfisk@peterfisk.com
Los Altos, USA05:30
23&Me
DNA Profile $99
Anne Wojcicki
Ferguson, Texas07:30
Tesla
500km, zero carbon
Elon Musk
Ferguson, Texas07:30
Ferguson, Texas07:30
Bogota, Colombia07:30
Juan Valdez cafe
Coffee Grower cafes
Luis Genaro Munoz
Bogota, Colombia07:30
Moon Bay, Barbados08:30
AirBNB
Collaborative consumption
Brian cheskey
New York, USA08:30
Moven
Making money simple
Brett King
Sao Paulo, Brazil09:30
Beauty’in
“Almetics”
Cristiana Arcangeli
Sao Paulo, Brazil09:30
Accra, Ghana12:30
Azuri Tech
Pay as you go power
Simon Garth
Cambridge, UK13:30
Raspberry Pi
£20 circuit boards
Eden Upton
Paris, France14:30
Aerolife
Vapour food, zero cal
Prof David Edwards
Berlin, Germany14:30
Zipcars
Carshare per minute
Antje danielson
Beirut, Lebanon15:30
Mayrig Restaurants
Armenian Culture
Aline Kamakian
Mumbai, India18:30
Redbus
Online bus system
Phanindra Sama
Shanghai, China20:30
Alibaba ecosystem
Digital marketplace
Jack Ma
Beijing, China20:30
Xiaomi
MiPhone for $99
Lei Jen, rockstar CEO
Kuala Lumpur, Malaysia20:30
Air Asia
New middle travel
Tony Fernandez
Change
Whyenabling
Change the game …
collaborative
intelligent
audacious
networked
audacious
intelligent
collaborative
networked
Change
Whyenabling
es
1. 23 & Me
2. Aravind
3. Epocrates
4. Genentech
5. Intuitive Surgical
6. Narayana H
7. Organova
8. PatientsLikeMe
9. Scanadu
10. Second Sight
1. Amazon
2. Aussie Farmers
3. Etsy
4. Fab
5. Greenbox
6. Le Pain Q
7. Positive Luxury
8. Trader Joe’s
9. ZaoZao
10. Zilok
1. Apple
2. Beauty’in
3. Godrej
4. Lego
5. Method
6. Natura
7. Nike+
8. Oculus Rift
9. Pebble
10. Renova
1. Alibaba
2. ARM
3. Bharti Airtel
4. Giff Gaff
5. Google X
6. Rackspace
7. Raspberry Pi
8. Samsung
9. Tencent QQ
10. Xiaomi
1. Aeromobil
2. Air Asia
3. AirBNB
4. Emirates
5. Kulula
6. Moveo
7. Pipistrel
8. RedBus
9. Virgin Galactic
10. Zipcars
1. 3DHubs
2. Corning
3. DP World
4. Dyson
5. Embraer
6. Local Motors
7. Space X
8. Syngenta
9. Tata
10. Tesla
1. Aeroshots
2. Gram-Danone
3. Graze
4. Isis Organic
5. Juan Valdez
6. LA Organic
7. Moa Beer
8. Nespresso
9. Yeni Reki
10. Zespri
1. Ashmei
2. Beats
3. Desigual
4. Gilan
5. Indetix
6. Patagonia
7. Rapha
8. Shang Xai
9. Threadless
10. Tom’s
1. Alior Sync
2. La Caixa
3. Fidor
4. First National
5. Itan Unibanco
6. Moven
7. M-Pesa
8. Square
9. Umpqau
10. Zidisha
1. Al Jazeera
2. Coursera
3. Future
4. Pixar
5. Pledge Music
6. Red Bull
7. Rovio
8. Spotify
9. Ushahida
10. Wordpress
futureproduct futurefashion futurefoodfuturestore
futurehealth futuretech futuremakersfuturebank
futuretravel
N/S American brands European brands African/Arab brands Asian/Oceania brands
futuremedia
1. Ashoka
2. AzuriTech
3. Graal Bio
4. IBM
5. IDEO
6. Kickstarter
7. Li & Fung
8. Live Nation
9. Salesforce
10. Y Combinator
1. FC Barcelona
2. Bitcoin
3. Bhutan
4. The Elders
5. Lovemarks
6. Oregon Project
7. ParkRun
8. WWF
9. Zoe Suggs
10. You
futureservice futurebrands
The Global Gamechangers.pro
© Peter Fisk 2014
peterfisk@peterfisk.com
es
1. 23 & Me
2. Aravind
3. Epocrates
4. Genentech
5. Intuitive Surgical
6. Narayana H
7. Organova
8. PatientsLikeMe
9. Scanadu
10. Second Sight
1. Amazon
2. Aussie Farmers
3. Etsy
4. Fab
5. Greenbox
6. Le Pain Q
7. Positive Luxury
8. Trader Joe’s
9. ZaoZao
10. Zilok
1. Apple
2. Beauty’in
3. Godrej
4. Lego
5. Method
6. Natura
7. Nike+
8. Oculus Rift
9. Pebble
10. Renova
1. Alibaba
2. ARM
3. Bharti Airtel
4. Giff Gaff
5. Google X
6. Rackspace
7. Raspberry Pi
8. Samsung
9. Tencent QQ
10. Xiaomi
1. Aeromobil
2. Air Asia
3. AirBNB
4. Emirates
5. Kulula
6. Moveo
7. Pipistrel
8. RedBus
9. Virgin Galactic
10. Zipcars
1. 3DHubs
2. Corning
3. DP World
4. Dyson
5. Embraer
6. Local Motors
7. Space X
8. Syngenta
9. Tata
10. Tesla
1. Aeroshots
2. Gram-Danone
3. Graze
4. Isis Organic
5. Juan Valdez
6. LA Organic
7. Moa Beer
8. Nespresso
9. Yeni Reki
10. Zespri
1. Ashmei
2. Beats
3. Desigual
4. Gilan
5. Indetix
6. Patagonia
7. Rapha
8. Shang Xai
9. Threadless
10. Tom’s
1. Alior Sync
2. La Caixa
3. Fidor
4. First National
5. Itan Unibanco
6. Moven
7. M-Pesa
8. Square
9. Umpqau
10. Zidisha
1. Al Jazeera
2. Coursera
3. Future
4. Pixar
5. Pledge Music
6. Red Bull
7. Rovio
8. Spotify
9. Ushahida
10. Wordpress
futureproduct futurefashion futurefoodfuturestore
futurehealth futuretech futuremakersfuturebank
futuretravel
N/S American brands European brands African/Arab brands Asian/Oceania brands
futuremedia
1. Ashoka
2. AzuriTech
3. Graal Bio
4. IBM
5. IDEO
6. Kickstarter
7. Li & Fung
8. Live Nation
9. Salesforce
10. Y Combinator
1. FC Barcelona
2. Bitcoin
3. Bhutan
4. The Elders
5. Lovemarks
6. Oregon Project
7. ParkRun
8. WWF
9. Zoe Suggs
10. You
futureservice futurebrands
WORLD’S 100 DISRUPTIVE INNOVATORS
© Peter Fisk 2014 … Extract from new book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Or email: peterfisk@peterfisk.com© Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: peterfisk@peterfisk.com …. Twitter @geniusworks
Renova
Kaleidoscope markets Change the game
Change your gameChange your game
THINKChange your
vision
Change your
story
Change your
market
Change your
strategy
Change your
brand
DESIGNChange your
business
Change your
potential
Change your
impact
Change your
relationship
Change your
experience
RESONATE
MOBILISE
EXPLORE
SUSTAIN
AMPLIFY
DISRUPT
ENABLE
INSPIRE
THINK
Change your
vision
Focus on optimising profits
Built on core capabilities
To be 10% better
Guided by inspiring purpose
Driven by audacious ideas
To be 10 times better
EXPLORE
Change your
market
Accepting markets as they are
Geography and category
Rational and average
Making markets in your vision
Tribal and problem solving
Emotional and distinctive
DISRUPT
Change your
strategy
Strategy optimises the present
Evolving incrementally
Playing the game
Strategy disrupts the future
Pivoting transformationally
Changing the game
INSPIRE
Change your
brand
Brands are logos and slogans
About companies and products
Promotions to drive sales
Brands capture bigger ideas
About people and their aspirations
Platforms for collaboration
DESIGN
Change your
business
Innovating products and services
Driven by technical possibility
Linear, disciplined process
Innovating the business model
Driven by human opportunity
Dynamic, creative fusions
RESONATE
Change your
story
Communicate on your terms
Push campaigns to everyone
Slogans, gimmicks, incentives
Engage people on their terms
On demand, time and place
Topical, authentic, experiential
ENABLE
Change your
experience
Selling and serving
Consistent and delivered
Transactional, linear, finite
Engaging and enabling
Participative and personal
Relational, circular, enduring
MOBILISE
Change your
relationship
Seek relationships with people
Loyalty built on incentives
Individual and isolated
Relationships between people
Loyalty built on community
Collaborative and sharing
IMPACT
Change your
results
Short term financial results
Sustainability as compliance
Compromised value
Long term value creation
Sustainability drives growth
Englightened value
AMPLIFY
Change your
potential
Supertanker’s size and stability
Managing the status quo
Deliver and improve
Speedboat’s speed and agility
Leaders of a changing world
Innovate and amplify
10 WAYS TO CHANGE YOUR GAME
© Peter Fisk 2014 … Extract from new book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Or email: peterfisk@peterfisk.com© Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: peterfisk@peterfisk.com …. Twitter @geniusworks
Theme 1 …
Change your future.
Out-thinking the competition, with ideas that
can change the world.
We live in an ideas economy, with possibilities limited
only by our imaginations. The past is no guide to the
future. What we can do matters more than what we have
done. The best companies are guided by an inspiring
purpose, exploring new possibilities, being curious and
connected, daring and ingenious, working from the
future back, to develop more audacious and disruptive
ideas, to “out-think” the competition.
Key concepts to change your future:
•Ideas … the power of imagination
•Audacious … creating ideas with attitude
•Foresight … thinking from the future back
•Ambition … finding your higher purpose
•Rethink … seeing things differently
•Challenge … asking the right question
•Creative … be curious and connected
New insights from around the world:
•Aeromobil … the incredible flying cars from Slovakia
•Google <X> … moonshots from Silicon Valley
•Li & Fung … anything is possible in Hong Kong
Theme 2 …
Change your market.
Making sense of the kaleidoscope, to shape
markets in your own vision.
Finding the best opportunities for growth in connected and
fragmented markets, disrupted by tectonic shifts in power
and new technologies. The best companies have foresight
beyond traditional borders, geograpies and categories.
From masses to niches, averages to individuals, geography
to global tribes. They look east and south, to digital natives
and migrants, women and entrepreneurs.
Key concepts to change your market:
• Kaleidoscopes … making sense of changing markets
• Reorder … tectonic shifts of markets
• Eastwards … reawakening the Asian tiger
• Southwards … Africa and Latin America
• Tribes … redefining markets by attitude
• Millenials … understanding generation X, Y, Z
• Women … the power of female customers
New insights from around the world:
• Apple … designed in California, imitated in Beijing
• 3D Hubs … the new Kinko’s transforming supply chains
• Moven … the mobile money brand, to manage your life.
Theme 3 …
Change your strategy.
Finding your own space, with a strategy that
disrupts the future.
Strategy is about finding your space in crowded and
convergent markets. It cannot be an extrapolation of the
past, nor a fixed point in the future. Through a more
stretching vision and disruptive thinking, you choose your
future – reframing your context, choosing a different
audience, playing by new rules. Strategy is then about
pivoting to this better place, from mediocrity to magic,
staying focused yet agile as you progress.
Key concepts to change your strategy:
• Focus … Finding your best opportunities for growth
• Break … Changing the possibilities, achieving more
• Vision … Imagining a better place
• Choices … Developing a winning strategy
• Frame … Defining your own space
• Shape … Writing the new rules of the game
• Pivot … Moving from mediocrity to magic
New insights from around the world:
• Amazon … 20 years of customer-centric innovation
• Renova … why is toilet paper white? Not in Portugal!
• Umpqua Bank … world’s greatest bank, thinks different
Theme 4 …
Change your brand.
Building brands about people not products, about
making life better.
Brands are about making people’s lives better. About
me not you, what people want and aspire to, rather than
companies and products. Brands are enriching and
enabling, giving people the confidence, and helping
them, to achieve more. They can reach into new spaces
because they mean more. They are platforms that bring
people together inside and out, engaging them in
bigger ideas, collaborative and evolving over time.
Key concepts to change your brand:
• Purposeful … brands make life better
• Essence … finding the idea that defines people
• Enabling … helping people to achieve more
• Activate … bringing brands to life
• Platforms … creating space to explore and engage
• Propositions … making brands specific and relevant
• Stretch … extending brands to new markets
New insights from around the world:
• Corning … why glass is no longer a commodity with
Gorilla Glass
• Juan Valdez Cafe … Colombia’s coffee growers
transform their world
• Red Bull … beyond the product, air races to space
jumps
Theme 5 …
Change your business.
Innovating the whole company, from business
model to customer experience.
Innovation is about making the best ideas happen
profitably. It uses design thinking to look beyond
products, to rethink business models and customer
experiences, hard and soft, and then the products and
services to deliver them. Every aspect of business can
be innovated, open and collaborative, simple and
frugal. Innovation is driven by a human cause, to make a
positive and profitable difference to our world.
Key concepts to change your business:
• Innovation … from better products to new markets
• Create … diverge and be deviant
• Design … engage with function and form
• Breakthroughs … creating today and tomorrow
• Integrate … innovating the whole business
• Business models … defining how the business works
• Better … simpler, cheaper, together
New insights from around the world:
• ARM … how to beat Intel with a different business
model
• M-Pesa … why telecoms is just the platform for much
more
• Spotify … rethinking the business model in music
world
Theme 6 …
Change your story.
Tuning into the customers world with real-time
and relevant marketing content.
Getting in sync with your customers world, engaging
them in relevant and meaningful ways, about them, at
the right time and place. Forget broadcast campaigns,
advertising push. Think digital and physical, in context
and on demand. Participation builds content that is
liquid and linked, working across media, social and
local, mobile and topical, articulated in stories that are
authentic, collaborative, experiential and contagious.
Key concepts to change your story:
• In context … It’s about my world not yours
• In time … Real-time marketing, fast and topical
• On demand … when, where and how I want it
• Moments of truth … the four resonance points
• Content … Creating ideas that are liquid and linked
• Storytelling … Turning ideas into memorable stories
• Contagious … Catching the ideas virus
New insights from around the world:
• Airbnb … building a global network of spare
bedrooms
• Coca Cola … why content everything, liquid and
linked
• Rapha … the brand that every cyclist loves
Theme 7 …
Change your experience.
Delivering customer experiences that enable
customers to achieve more.
Customer experiences are much more than the
touchpoints that lead to a sale. That is just the beginning
for the customer. They should do more, and go further.
Educating or entertaining, supporting and enabling the
customer to achieve more. They are intelligent and
interactive, collaborative and personal. Through digital
interfaces and physical theatre, big data and human
service, they immerse people in brand that enables more.
Key concepts to change your experience:
• Enriching … educating, entertaining, and enabling
more
• Beyond … selling is just the beginning of what you do
• Double loops … building retention, loyalty and
advocacy
• Personal … customizing business to make it mine
• Collaborative … participating to make it ours
• Intelligent … unlocking the power of big data
• Alignment … bringing the whole organization together
New insights from around the world:
• Commonwealth … the Australian bank that is not about
money
• Lululemon … empowering you to do more inside
• Nike+ … technology beyond shoes, enabling more
Theme 8 …
Change your relationship
Growing further and faster, through social
networks and collaboration.
Customers have more in common, trust each other, and
want to connect with each other much more than with any
business. Advocacy, trust and loyalty between customers
can be far more powerful than any CRM or loyalty card
could ever achieve. Social and collaborative, brands and
networks can support their desire to collaborate and share
ideas, to build communities, or empowered movements
with cause and passion.
Key concepts to change your relationhips:
• Engaging … involving and participating
• Contributing … collaborating and co-creating
• Sharing … renting, sharing and recommending
• Contagious … viral ideas and communication
• Loyalty … trust, advocacy, loyal to each other
• Communities … building a network with purpose
• Movements … activating a network with passion
New insights from around the world:
• Etsy … the world’s largest craft market
• Threadless … the world’s greatest t-shirt community
• Tom’s … how Argentina’s one for one became a global
sensation
Theme 9 …
Change your results.
Delivering and sustaining a positive impact, human
and financial.
Value creation is about more than sales, it is about
sustaining long-term profitable growth, which is good
financially, and good for the world. Sustaining growth
means being sustainable more broadly, through circular
business models, and enabling customers to be better too.
Happiness and health, social and environmental. Finding
growth that is good, profits that are shared, achieving more
together.
Key concepts to change your impact:
• Impact … the real economics of business
• Sustainable … driving profits and growth over time
• Good … good for me and my world, social and
environmental
• Perpetual … embracing the circular economy
• Talent … unlocking the potential of people to create the
future
• Multipliers … how business can unlock network effects
• Leaders … the real value of leaders to business
New insights from around the world:
• Positive Luxury … curating a better world for luxury
brands
• Tesla … sexy and sustainable, ready to transform an
industry
• Virgin Galactic … the real ambition goes far beyond
space travel
Theme 10 …
Change your potential.
Leaders amplify the potential of their people and
organisations.
Leaders make organisations work. Changing the game
might also require you to change your brain, to think in new
ways with new people and partners. Leaders amplify the
potential of others. Brands amplify the potential of
customers. Networks amplify the possibilities with partners.
Gamechangers are typically the speedboats, rather than the
supertankers, with the speed and agility to seize the new
opportunities.of change
Key concepts to change your potential:
• Amplifiers … how to multiply your impact
• Leaders amplify … Enabling people to do more
• Brands amplify … Enabling customers to do more
• Networks amplify … Enabling partners to do more
• Speedboars and supertankers
• Small companies can be Gamechangers
• Big companies can be Gamechangers
New insights from around the world:
• How to get started
• How to change your business
• How to reach for the stars
• How to make it happen
• How to be bold, brave and brilliant
Business
narrow
view
Your
narrow
view
Customer
broader
view
You Customer
Seeing things differently
Thinking different things
The customer’s world
© GeniusWorks 2013
The customer agenda
Gen
X
Born
1965-1980
50 million
Influenced by fall of Berlin
Wall, capitalism, Live Aid
Open-minded, practical and
pragmatic
Self-reliant, reject the rules,
what’s in it for me
Career professionals, but also
seek work-life “balance”
Computer adopters, emailers,
but like face to face
Changing attitudes
Gen
XGen
Y
Born
1965-1980
50 million
Born
1980-1995
75 million
Influenced by fall of Berlin
Wall, capitalism, Live Aid
Open-minded, practical and
pragmatic
Self-reliant, reject the rules,
what’s in it for me
Career professionals, but also
seek work-life “balance”
Computer adopters, emailers,
but like face to face
Influenced by 9/11, reality TV,
and social media
Ethnically diverse, realistic
and optimistic
Self-inventive, rewrite the
rules, make the most of life
Seek freedom and flexibility,
work “with” not for company
Digital natives, big texters and
social media users
Changing attitudes
Gen
XGen
YGen
Z
Born
1965-1980
50 million
Born
1980-1995
75 million
Born
1995-2010
100 million
Influenced by fall of Berlin
Wall, capitalism, Live Aid
Open-minded, practical and
pragmatic
Self-reliant, reject the rules,
what’s in it for me
Career professionals, but also
seek work-life “balance”
Computer adopters, emailers,
but like face to face
Influenced by 9/11, reality TV,
and social media
Ethnically diverse, realistic
and optimistic
Self-inventive, rewrite the
rules, make the most of life
Seek freedom and flexibility,
work “with” not for company
Digital natives, big texters and
social media users
Influenced by economic and
climate crisis, Arab spring
Global minded, caring and
opportunistic
Collective, don’t know the
rules, “in it” together
Seek security and stability,
multi-takers, project workers
Digitally immersed, driven by
mobile and crowd behaviour
Changing attitudes
IT support is boring, isn’t it?
For the customer, its an emergency
Business
narrow
view
Your
narrow
view
Customer
broader
view
You Customer
Seeing things differently
Thinking different things
Kaleidoscope markets
Innovative strategies
Change the game
Time to think bigger
Google <X> Moonshot factory
“Why focus on 10% better
… why not 10 x better?”
Brands
Resonate
Innovate
Enable
Connect
Brands are about people
not products, about
people’s lives and dreams,
not ownership …
1. Brands … Change your purpose
Business
narrow
view
Your
narrow
view
Customer
broader
view
You Customer
Seeing things differently
Thinking different things
Brands
Resonate
Innovate
Enable
Connect
5 practical approaches to make happen
Why would they
recommend us
to others?
Co
mp
ara
tive
Brand purpose
DEFINING YOUR INSPIRING PURPOSE
© Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: peterfisk@peterfisk.com …. Twitter @geniusworks
What do we
enable
people
to do?
How can they
do it better
with us?
Why would
they recommend
us to others?
Co
mp
ara
tive
Brands
Resonate
Innovate
Enable
Connect
Innovate the business
model and customer
experience, connecting
the best ideas together …
2. Innovate … Change your business
Make and
distribute
business model
eg CocaCola
Microsoft
Spectrum
retail
business model
eg Amazon
Marks & Spencer
Make and
sell direct
business model
eg BMW,
HSBC
Niche
retail
business model
eg ToysRUs,
Wiggle
License to
make
business model
eg ARM,
Ed Hardy
Curated
retail
business model
eg Fab,
Positive Luxury
Membership
club
business model
eg Costco,
Quintessentially
Crowdfunded
ventures
business model
eg Kickstarter,
Zidisha
Opensourced
community
business model
eg RedHat,
MySQL
Subscription
payment
business model
eg FT.com,
Graze
Buyer and seller
marketplace
business model
eg Etsy,
NYSE
Micro
payments
business model
eg Flattr
Grameen Danone
Collaborative
consumption
business model
eg Buzzcar,
Regus
Regular
Replacement
business model
eg Gillette,
Nespresso
Branded
Consortia
business model
eg Cisco,
Spar
Advertising or
Sponsorship
business model
eg Google,
Metro Newspapers
Listed or
Promoted
business model
eg Monster
Network
builders
business model
eg Hotmail,
Demand
then Made
business model
eg ZaoZao,
Threadless
Auction
retail
business model
eg eBay,
Sotheby
Knowledge
and time
business model
eg McKinsey,
Harvard
Franchised
retail
business model
eg McDonalds,
Subway
Certification and
endorsement
business model
eg ISO,
Verisign
Remainder
retail
business model
Eg Saks,
Vente Privee
Multulevel
marketing
business model
eg Tupperware,
Natura
Group
buying
business model
eg Groupon,
Huddlebuy
Reverse
auction
business model
eg Priceline
Freemarkets
Shared
rental
business model
eg Zilok,
Hilton
Tradeable
currency
business model
eg Bitcoin
Air Miles
Freemium
pay within
business model
eg Angry Bird,
Coursera
Transaction
facilitator
business model
eg Paypal,
Visa
Pay as
you go
business model
eg AzuriTech
Techshop
Dynamic
pricing
business model
eg Expedia,
Uber
Reputation
builders
business model
eg Tripadvisor,
PaywithaTweet
Customer
data
business model
eg Facebook,
23andMe
Non-profit
business
business model
eg Oxfam
Wikipedia
Maker models Channel models Crowd models Payment models Exchange models Asset models
New business models
© Peter Fisk 2014 … Extract from new book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Or email: peterfisk@peterfisk.com
REDESIGN YOUR BUSINESS MODEL
© Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: peterfisk@peterfisk.com …. Twitter @geniusworks
Resources
Partners
Costs
What are the business requirements, from raw
materials that is responsibly sourced, to business
infrastructure to deliver in each market?
Who are the right partners to deliver our vision
better eg with the right capabilities, connections,
investment, and talent to make it happen?
What are the significant cost streams involved in
creating and delivering our propositions?
Proposition
Products and Services
What are the value propositions (based around
distinctive benefits, supported by the brand) to
engage each customer segment?
How will we deliver each of the propositions to
each customer – through configurations of
products or customised solutions?
Customers
Networks
Revenues
Who are the target customers (consumers), and
what defines them (eg needs, attitudes, location
etc). There may be multiple segments?
What are the networks (communities,social
media, distributors, licensees etc) which amplify
the potential of our brands and market reach?
What are the significant revenue streams we can
create through our propositions and networks?
Profit
Adapting the configuration of each aspect of this
business model in order to find the best
combinations for sustainable, profitable growth
Brands
Resonate
Innovate
Enable
Connect
Engage people in relevant,
personal, topical ways …
Marketing is “real time”
and about real things …
3. Resonate … Change your marketing
Personal
marketin
g
Social
marketin
g
Story
marketin
g
Real-time
marketin
g
Brand
Relevant
propositions
Enabling
experience
Resonance marketing
Brands
Resonate
Innovate
Enable
Connect
Deliver experiences that
enable people to use
products better … enable
them to achieve more
4. Enable … Change your experience
Commodity
product
Branded
product
Personal
service
Branded
experience
Customer’s
experience
Distinctive
design
Empathetic
delivery
Integrated
journey
Enabling
more
2c coffee
beans
20c branded
coffee
$2 coffee
in store
$20 lunch
with friends
Ad
de
d v
alu
e t
hro
ug
h
dif
fere
nti
ati
on
Added value through
relevance
Enabling experiences
© Peter Fisk 2014 … Extract from new book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Or email: peterfisk@peterfisk.com
REFRAME YOUR CUSTOMER EXPERIENCE
© Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: peterfisk@peterfisk.com …. Twitter @geniusworks
What do your target
customers want?
How can you innovate their experience?
Brands
Resonate
Innovate
Enable
Connect
Connect people with
others like them …
Communities of interest;
Movements with purpose
5. Connect … Change your relationship
MovementCollaborative
Customer
CustomerCustomer
CustomerCustomer
Customer
Brand-
enabled
community
Co-enable Co-design
Co-create
Co-sellCo-support
Co-consume
Customer movements
© Peter Fisk 2014 … Extract from new book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Or email: peterfisk@peterfisk.com
REFOCUS YOUR MARKET-DRIVEN STATEGY
© Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: peterfisk@peterfisk.com …. Twitter @geniusworks
Where to focus
How to compete
What to do to win
Market space
Change the game
Target markets
Distinctive assets
What is your distinctive space in the world – how
will you define it, the business that you are in?
How will you play a different “game” in the
market, disruptively and distinctively?
What are the potential new opportunities for
customers, and the benefits they would deliver?
Making the strategic choices about where you
will focus, to shape the future in your own vision
Making the strategic choices about how you will
compete and succeed in this space
Making the strategic choices about what you will
need to change, develop and deliver over time
Pivot points Horizon planning
What are the big moments on this journey, the
most dramatic shifts, the key deliverables?
What do you have (ideas, partners, brands,
networks etc) that enables you to do this better?
What are the big (typically 3) phases (over the
next 1-5 years) to deliver this strategy?
Brands
Resonate
Innovate
Enable
Connect
5 practical approaches to make happen
Kaleidoscope markets
Innovative strategies
Change the game
Market makers
Aeromobil
es
1. 23 & Me
2. Aravind
3. Epocrates
4. Genentech
5. Intuitive Surgical
6. Narayana H
7. Organova
8. PatientsLikeMe
9. Scanadu
10. Second Sight
1. Amazon
2. Aussie Farmers
3. Etsy
4. Fab
5. Greenbox
6. Le Pain Q
7. Positive Luxury
8. Trader Joe’s
9. ZaoZao
10. Zilok
1. Apple
2. Beauty’in
3. Godrej
4. Lego
5. Method
6. Natura
7. Nike+
8. Oculus Rift
9. Pebble
10. Renova
1. Alibaba
2. ARM
3. Bharti Airtel
4. Giff Gaff
5. Google X
6. Rackspace
7. Raspberry Pi
8. Samsung
9. Tencent QQ
10. Xiaomi
1. Aeromobil
2. Air Asia
3. AirBNB
4. Emirates
5. Kulula
6. Moveo
7. Pipistrel
8. RedBus
9. Virgin Galactic
10. Zipcars
1. 3DHubs
2. Corning
3. DP World
4. Dyson
5. Embraer
6. Local Motors
7. Space X
8. Syngenta
9. Tata
10. Tesla
1. Aeroshots
2. Gram-Danone
3. Graze
4. Isis Organic
5. Juan Valdez
6. LA Organic
7. Moa Beer
8. Nespresso
9. Yeni Reki
10. Zespri
1. Ashmei
2. Beats
3. Desigual
4. Gilan
5. Indetix
6. Patagonia
7. Rapha
8. Shang Xai
9. Threadless
10. Tom’s
1. Alior Sync
2. La Caixa
3. Fidor
4. First National
5. Itan Unibanco
6. Moven
7. M-Pesa
8. Square
9. Umpqau
10. Zidisha
1. Al Jazeera
2. Coursera
3. Future
4. Pixar
5. Pledge Music
6. Red Bull
7. Rovio
8. Spotify
9. Ushahida
10. Wordpress
futureproduct futurefashion futurefoodfuturestore
futurehealth futuretech futuremakersfuturebank
futuretravel
N/S American brands European brands African/Arab brands Asian/Oceania brands
futuremedia
1. Ashoka
2. AzuriTech
3. Graal Bio
4. IBM
5. IDEO
6. Kickstarter
7. Li & Fung
8. Live Nation
9. Salesforce
10. Y Combinator
1. FC Barcelona
2. Bitcoin
3. Bhutan
4. The Elders
5. Lovemarks
6. Oregon Project
7. ParkRun
8. WWF
9. Zoe Suggs
10. You
futureservice futurebrands
The Global Gamechangers.pro
© Peter Fisk 2014
peterfisk@peterfisk.com
Yeni Raki
Pinar Labne
ISKO denim
Ininal
Trendyol
Vodafone
© GeniusWorks 2014. All rights reserved.
Actual profits of previous years
Estimated profits of future years
Adjusted profits of future years
(discounted for uncertainty)
Economic “value” is the sum
of the likely future profits
(more accurately, we consider
the “economic” profit, which
takes into the cost of capital)
This
year
Future
years
Previous
years
sustained value creation
sustained value creation
Company Location Sector TSR Market Value
1. Pharmacyclics USA Biopharma 166.3% $7.8bn
2. GungHo Entertainment Japan Gaming 138.5% $8.3bn
3. Galaxy Entertainment Hong Kong Casinos 130.9% $37.9bn
4. Jazz Pharmaceuticals Ireland Biopharma 130.9% $7.3bn
5. Avis Budget USA Travel 125.1% $4.3bn
6. Great Wall Motors China Auto 109.0% $16.8bn
7. Hexpol Sweden Chemicals 101.3% $2.6bn
8. Sirius XM Radio USA Media 96.9% $21.4bn
9. Plastic Omnium France Auto parts 95.6% $4.1bn
10. Brilliance China Hong Kong Automotive 94.6% $8.2bn
(Selected other companies)
Tencent China Media 58.7% $117.6bn
Amazon USA Retail 50.7% $182.5bn
Apple USA Technology 46.7% $500.7bn
Volkswagen Germany Auto 43.7% $130.8bn
Sources: S&P, Thomson Reuters, Bloomberg, BCG
TSR = 5 year total shareholder return (shares and dividends), 2009-2013
Market values as at 31 December 2013.
heads up!
Command Control Connect
Catalyse Communicate Coach
leadership attributes
2C
Conventional leaders
“top of the pyramid”
Innovative leaders
“hub of the network”
4C
2C to 4C leadership
Command Control
2C leadership
ConnectCatalyse
Communicate
Coach
4C leadership
Catalyse
leader as catalyst
“The consumer is our
boss …
Everything we do
should be centred
around added more
value to consumers
… working with them
to achieve it”
AG Lafley
CEO P&G
Communicate
leader as communicator
“I can’t sit in
headquarters and
pretend I’m in touch.
Odds are, what we’re
using today will be
obsolete in a few
years.
The past is never the -
future. But it’s easy to
get caught up in the
present”
Marc Benioff, CEO
Salesforce.com
Connect
leader as connector
"We do not innovate
around products, but
around a flow or well-
being experiences.
Innovation is done by
biologists,
pharmacists,
marketers,
sociologists,
psychologists”
Victor Fernandes,
Natura Cosmetics
Coach
leader as coach
+genius
“If you want to be an
entrepreneur, go
create your own
business
If you want to work in a
big company, you win
by helping your
colleagues to do
more”
Meg Whitman
CEO, HP
Acting
with speed
and agility
Connecting
ideas and
people
Passion to
make life
better
Having an
audacious
attitude
Shaping
your own
vision
Making
sense of
change
Persisting
to make it
happen
© Peter Fisk 2014
Gamechangers.pro
Leaders amplify
the potential of others
Create the future in
your own vision
PETER FISKis a bestselling author, inspirational keynote speaker and expert consultant in helping leaders
to develop innovative strategies for business and brands.
He is Professor of Strategy, Innovation and Marketing at IE Business School, one of the world’s
top ranked business schools, and leads his own company, GeniusWorks, a boutique
consulting firm, helping clients around the world to develop more innovative business and
brand strategies. He features on the Thinkers 50 “Guru Radar” as one of the best new
business thinkers.
Having trained as a nuclear physicist, Peter moved to managing brands like Concorde at
British Airways, helping Microsoft to adopt a value-based marketing model, and Virgin to
launch into new markets. He has worked in every sector and region of the world. As CEO of
the world's largest marketing organisation, the Chartered Institute of Marketing, he became a
global authority on what's best and next in business and markets.
Finding his own space, he founded GeniusWorks, with offices in London and Istanbul. He now
works with the leaders of businesses - as diverse as Aeroflot and Coca Cola, DSM and Mars,
Philosophy and Red Bull, Sabre and Santander, Tata and Virgin, Visa and Vodafone - to think
bigger and smarter, develop innovative strategies, bolder brands, and accelerate growth.
Peter’s best-selling book "Marketing Genius" explores the left and right-brain challenges of
success, and is translated into 35 languages. It was followed by five others – “Business
Genius” on leadership and strategy, “Customer Genius” on customers and experiences,
“People Planet Profit” on sustainable innovation - and most recently "Creative Genius"
defining what it takes to be Leonardo da Vinci in the 21 Century.
His new book "Gamechangers ... Are you ready to change the world?" is published in late
2014, based on extensive research into the 120 companies who are shaking up markets, and
making sense of how they innovate and win. It explores the challenges of new markets,
changing customers, brand building, digital media, new business models, inspiring
leadership and positive impact.
Peter was described by Business Strategy Journal as "one of the best new business
thinkers". He is thoughtful and practical, combining high-energy keynotes with high-impact
workshops. Each one is uniquely designed for the specific audience, their issues and
aspirations. Helping people to find their own space, to be leaders of change - to be bold,
brave and brilliant.
Find out more
Email: peterfisk@peterfisk.com
Phone: +44 7834483830
Twitter: @geniusworks
Website: www.theGeniusWorks.com
Next Book: www.Gamechangers.pro
Gamechanging strategies
Collaborative discovery
Possibility focused
Leadership teams
3 intensive days
We develop the right approach for your business, working
collaboratively to achieve your objectives better, faster.
We combine a wide range of processes and tools,
insights and ideas, people and partners
Innovative solutions
Deep insights, big ideas
Customer experiences
High energy workshops
8-12 day projects
Brand blueprinting
Portfolio and architecture
Essence and propositions
Experience delivery
15-75 day projects
Engaging your people in a future vision … developing a new
business strategy … driving creativity and innovation
… developing a new brand … solving a complex
problem fast … building your team
ACCELERATING GROWTH … strategy, brand and innovation consulting
peterfisk@peterfisk.com
www.theGeniusWorks.com
DEVELOPING PEOPLE … seeing things differently, thinking different things
+geniuspeterfisk@peterfisk.com
www.theGeniusWorks.com
Email: peterfisk@peterfisk.com
Website: www.theGeniusWorks.com
New book: www.Gamechangers.pro
Twitter: @geniusworks
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