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The next generation of business are changing the game - through innovative brands and business models, leadership and value creation (first presented at Eczacibasi InnoSummit Istanbul 2012)
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gamechangers
Peter Fisk
peterfisk@peterfisk.com
@geniusworks
www.theGeniusWorks.com
Welcome to a new world
Volatile but vibrant
Complex and crazy
7.7 billion people
by 2020
1 billion more people
in just 10 years
52% middle class
(mostly in Asia)
40% growth in global economy
by 2020
Most of it in Asia
(most in China)
New winners
New losers
Crisis
Shake-up
Change
West to East
Big to Small
Changing world
Changing world
Changing rules
More female. More urban.
Infotech
Infotech
Biotech
Infotech
Biotech
Nanotech
Disruption
Opportunity
50 billion devices connected
(8 devices per person)
Anytime. Anywhere
Talking
Working
Shopping
Playing
Learning
Dreaming
New experiences
New business models
Enabling people to do more
Intelligent. Collaborative.
Intelligent. Collaborative.
Instant.
Power shift
Few to many
Business to customer
No boundaries
Convergent sectors
Convergent sectors
Connected technologies
Convergent sectors
Connected technologies
Complex lives
Augmented reality
Enhancing the real world
Fragile planet
Water
Oil
Gold
Social tension
Beliefs
Fairness
Happiness
Changing how we think
Changing how we learn
Changing how we work
Ideas world
Ideas world
Human world
Unlimited possibility
Where to focus?
How to be different?
Balancing short-term
… and long-term
From Geographies to Global
From Control to Collaboration
Mass markets
to
Global niches
Volume and share
or
Profit and value
What will you do?
Think bigger
Think bigger
Think smarter
Think bigger
Think smarter
Think different
Play the new game
Change the game
See things differently
Think different things
How will you change?
Creative
Innovative
Creative
and
Innovative
The next generation
of business
Changing their worlds
Making life better
The Gamechangers
VUCA WORLD
Volatile
Uncertain
Complex
Ambiguous
Vibrant
UnREAL
Crazy
Astounding
Here’s to tHe crazy ones ...
The misfits. The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They're not fond of rules.
And they have no respect for the status quo.
You can praise them, disagree with them,
quote them, disbelieve them,
glorify or vilify them.
About the only thing you can't do is
ignore them.
Because they change things.
“Times of turbulence are the most
exciting times ... because
everything changes”
GE born in a
recession
1876
HP born in a
recession
1929
born in a
recession
1975
MTV born in a
recession
1981
born in a
recession
2001
iPod
Microsoft
gamechangers in the content world
Human
+genius
PIXAR
BEING HUMAN
Current TV
USER-GENerated
WORDPRESS
Express yourself
gamechangers in the travel world
Air Asia
Virtual Model
ALOFT
Living spaces
Air BNB
RENT YOUR ROOM
gamechangers in the gaming world
ZYNGA
SOCIAL IS FUN
LEGO
ONLINE COMMUNITY
+genius
LIVE NATION
MONEY is still real
gamechangers in the fashion world
UNIQLO
SOCIAL RETAILING
THREADLESS
CO-CREATED CLOTHES
ZAPPOS
SELLING HAPPINESS
gamechangers in the automotive world
+genius
ZIPCARS
rent Don’t BUy
TESLA
GOOD AND SEXY
+genius
BETTER PLACE
From the future back
gamechangers in the banking world
SAFARICOM
NEW CURRENCIES
SQUARE
CASHLESS WORLD
METROBANK
MAKING IT FUN
gamechangers in the healthcare world
WUXI PHARMATECH
GENERIC DRUGS
networks +genius
23 & ME
DO IT YOURSELF
+genius
PATIENTS LIKE ME
communities for life
gamechangers in the start-up world
KICKSTARTER
Crowd investors
LI & FUNG
Instant capabilities
+genius
ALIBABA
Globally connected
gamechangers
© GeniusWorks 2012. All rights reserved.
© GeniusWorks 2012. All rights reserved.
0
5
10
0
5
10
0
5
10
0
5
10
0
5
10
Purpose to make
life better in a
profitable way
Objective to make
great products and
maximise profits
Shaping markets
through vision and
total innovation
Competing by
being slightly
better or cheaper
Making a difference
socially and
environmentally
Complying with
legal and ethical
standards
Building networks
of partners and
customers
Using existing
supply and
distribution chains
Collaborating to
engage and
enable more
Making and
selling products to
customers
0
5
10
Connecting
people and their
passions
Customers are
anonymous and
individual
Participative Social Networked Creative Responsible Human
© GeniusWorks 2012
gamechanger profiler
gamechanger profiler
On a scale of 1 to 10 …
How good are we currently
at being human?
Purpose to make life
better in a
profitable way
Objective to make
great products and
maximise profits
10
9
8
7
6
5
4
3
2
1
gamechanger profiler
On a scale of 1 to 10 …
How good are we currently
at being creative?
Shaping markets
through vision and
total innovation
Competing by being
slightly better or
cheaper
10
9
8
7
6
5
4
3
2
1
gamechanger profiler
On a scale of 1 to 10 …
How good are we currently
at being responsible?
Making a difference
socially and
environmentally
Complying with legal
and ethical
standards
10
9
8
7
6
5
4
3
2
1
gamechanger profiler
On a scale of 1 to 10 …
How good are we currently
at being networked?
Building networks of
partners and
customers
Using existing supply
and distribution
chains
10
9
8
7
6
5
4
3
2
1
gamechanger profiler
On a scale of 1 to 10 …
How good are we currently
at being social?
Connecting people
and their
passions
Customers are
anonymous and
individual
10
9
8
7
6
5
4
3
2
1
gamechanger profiler
On a scale of 1 to 10 …
How good are we currently
at being participative?
Collaborating to
engage and enable
more
Making and selling
products to
customers
10
9
8
7
6
5
4
3
2
1
gamechanger profiler
On a scale of 1 to 10 …
How good are we currently
at being responsible?
Making a difference
socially and
environmentally
Complying with legal
and ethical
standards
10
9
8
7
6
5
4
3
2
1
0
5
10
0
5
10
0
5
10
0
5
10
0
5
10
Purpose to make
life better in a
profitable way
Objective to make
great products and
maximise profits
Shaping markets
through vision and
total innovation
Competing by
being slightly
better or cheaper
Making a difference
socially and
environmentally
Complying with
legal and ethical
standards
Building networks
of partners and
customers
Using existing
supply and
distribution chains
Collaborating to
engage and
enable more
Making and
selling products to
customers
0
5
10
Connecting
people and their
passions
Customers are
anonymous and
individual
Participative Social Networked Creative Responsible Human
gamechanger profiler
© GeniusWorks 2012
Business
narrow
view
Business
narrow
view
Customer
broader
view
Business Customer
REFRAME THE CHALLENGE 1
MORE OPPORTUNITIES
Business
narrow
view Products
I can solve
my problem
Business Customer
MORE ENDURING
Business
narrow
view Transaction
Enabling me
to do more
Business Customer
MORE EMOTIONAL
Business
narrow
view Rational
I want to tell
my friends
Business Customer
MORE VALUABLE
Business
narrow
view Commodity
It’s changed
my life
Business Customer
Observe them in everyday situations
Learn from complaints and online forums
Talk with consumers in depth
Try it out yourself
Use qualitative and quantitative research
consumer immersion
consumer immersion
Connect & Develop
Design Thinking
+genius
60% Profits growth
Business model
Finance
Networking
2. Networking enterprise’s structure/ value chain
1. Business model how the enterprise makes
money
Channel
Delivery
Brand
Customer experience
10. Customer experience how
you create an overall
experience for customers
9. Brand how you express your offering’s benefit to customers
Core process
Process
Enabling process
3. Enabling process assembled capabilities
4. Core process proprietary processes that add value
6. Product system extended system that surrounds an offering
Product performance
Offering
Product system
Service
7. Service how you service your customers
5. Product performance basic features, performance and functionality
8. Channel how you connect your offerings to your customers
TYPES OF Innovation
Volume of innovation efforts Last 10 years
Business model
Finance
Networking
Channel
Delivery
Brand
Customer experience
Core process
Process
Enabling process
Product performance
Offering
Product system
Service
Where we focused
Business model
Finance
Networking
Channel
Delivery
Brand
Customer experience
Core process
Process
Enabling process
Product performance
Offering
Product system
Service
Cumulative value creation Last 10 years
What impact it made
Innovate business models 2
+genius
GROUPON
SPOTIFY
THE INNOVATION PREMIUM 3
50%
$200
$150
$100
$50
$0
Premium paid by investors who
expect future innovations to
generate larger income streams
Income stream (NPV) from the
existing business
MOST INNOVATIVE COMPANIES?
73%
$200
$150
$100
$50
$0
59% 58% 52% 50%
BEST INNOVATION PREMIUM
“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,
Salesforce.com
MOST INNOVATIVE COMPANIES
"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
"In an entrepreneur,
ambition outstrips
resources and that
inequality forces the
entrepreneur to think
differently. We've
learned to innovate by
raising our ambitions
and constraining our
resources."
Nitin Paranipe,
Hindustan Unilever
P&G WITH AG LAFLEY
23% 35%
1991-2000 2001-2010
APPLE WITH STEVE JOBS
37%
1980-85 1999-05
-31%
52%
1986-98 2006-10
© GeniusWorks 2012. All rights reserved.
+genius
APPLE MAGIC
© GeniusWorks 2012. All rights reserved.
© GeniusWorks 2012. All rights reserved.
gamechanger will you be a
Are you ready?
TO CHANGE YOUR WORLD?
INNOVATING BUSINESS
INNOVATING BUSINESS
LIKE NEVER BEFORE
PRODUCTS
PROCESSES
EXPERIENCES
APPlICATIONS
BUSINESS MODELS
A world of unlimited
possibilities
50 of tHe WorLD’s moST
INNOVATIVE BUSINESSES
23 & Me … reaD My Dna, reaD My fUtUre LIfe
Air Asia ... “BottoM of tHe pyraMID” takes off
AIR BNB … seLLInG tHe WorLD’s spare rooMs
Aberchrombie & FITCH … sexUaLIseD sHoppInG cULt
Alibaba… cHIna’s pLatforM for GLoBaL BUsIness
Apple ... The apps revolution is just beginning
Aravind … neW BUsIness MoDeLs cUre BLInDness
Baidu … tHe next GeneratIon of socIaL netWorks
Better Place … cHarGe poInts for cLean cars
BYD ... Warren BUffett’s cHInese eLectrIc DreaM
CitizenM ... Hotels for a mobile generation
Current TV … User-generated programming
E-Cloth ... Performs better without pollutants
El Bulli … WorLD’s Best restaUrant (cHeMIstry LaB)
First Solar ... leaders in alternative energy
Golla ... bags dedicated to electronic devices
Grameen ... Microcredits to escape poverty
Guggenheim ... inspiring the rebirth of Bilbao
Iberdrola ... Harnessing the wind and waves
IBM ... Creating visions for a smarter planet
INTUITIVE SURGERY … roBotIc anD reMote operatIons
KICKSTARTER ... CROWDFUNDING YOUR BUSINESS
Lego … froM BrIcks to coMMUnItIes
Li & Fung… enaBLInG anyBoDy to Do anytHInG
Live Nation … reDefInInG LIve music EXPERIENCES
M-Pesa … a neW cUrrency for afrIca
METHOD … carInG anD cLeaner
Nike ... Open and sustainable innovation
Nintendo … Miyamoto makes games sociable
Novartis … tHe fUtUre of personaLIseD MeDIcInes
Le Pain Quotitien … Recreating Authentic experiences
Patients Like Me … GenetIc coDes cHanGe prIorItIes
Philosophy ... beauty is about people not ingredients
PIXAR ... TECHNOLOGY TO BE EMOTIONAL
P&G Pur … pUrIfIeD Water DoInG GooD
Samsung … yIn anD yanG of tecHnoLoGIcaL DesIGn
Schenzen Stock Exchange … tHe neW Wall Street
SUPERDRY … froM Market staLL to GLoBaL fasHIon
Tata … carInG capItaLIsM anD frUGaL InnovatIon
TENCENT … BUILDInG tHe WorLD’s LarGest socIaL netWork
Tesla ... Better, faster and sexier than a Ferrari
Threadless … t-shirts designed by the crowd
Umpqua Bank … InspIreD By starBUcks anD Gap
UNIQLO … DESIGNED TO BE SOCIABLE AND ACCESSIBLE
Virgin Galactic … Inter-continental travel
zappos zappos Zappos ... Delivering happiness
zYNGA … THE FUTURE OF GAMING HAS ARRIVED
zappos zappos Could you change the world too?
SEEING WHAT EVERYONE
HAS SEEN
THINKING WHAT NOBODY
HAS THOUGHT
What will you DO
What will you DO
TO CHANGE YOUR WORLD?
WILL YOU BE A
GAMECHANGER?
BE BOLD
BE BOLD
BE BRAVE
BE BOLD
BE BRAVE
BE BRILLIANT
Peter Fisk is a customer, innovation and branding expert, making sense of a rapidly changing
business world, learning from a new generation of business, digital and physical, large and small
… inspiring and enabling you to innovate and win in the new marketspaces. He is a bestselling
author and inspirational speaker, and consultant to leading companies around the world .
Peter is the Founder and Creative Director of the GeniusWorks, a strategic innovation business
with offices in London and Budapest, Dubai and Istanbul, that works with senior management to
“see things differently” – to develop and implement more inspired strategies for brands,
innovation and marketing. Gamechanger is a strategy accelerator for leadership teams, Innolab is a facilitated innovation process based on deep customer insights and creative thinking, and
BrandOptima is a platform to develop better brands and brand portfolios.
His latest book Creative Genius brings together entrepreneurs and artists, rockstars and rockets
scientists, in "the essential guide to innovation for visionaries, border crossers and game
changers". From Air Asia to Virgin Galactic, Gaga to Miyamoto, it offers 50 inspirational tracks to
inspire your ideas, and make them happen. Marketing Genius explores the left and right-brain
approaches to competitive success (translated into 35 languages), Customer Genius describes
how to build a customer-centric business, Business Genius is about inspired leadership and
strategy, whilst People Planet Profit explains how to grow, and do good.
Peter grew up in the remote farming community of Northumberland, in the North East of England,
and after exploring the world of nuclear physics, joined British Airways at a time when it was
embarking upon becoming “the world’s favourite airline” with roles in sales, marketing and brand
management.
He went on to work with many of the world’s leading companies, helping them to grow more
profitably by becoming more customer-centric in their structure, operations and leadership. He
works across sectors, encouraging business leaders to take a customer perspective, and
learning from different types of experiences. His clients include American Express and Aeroflot,
Coca Cola and Cooperative Bank, HSBC and Lastminute.com , Marks & Spencer and Microsoft,
O2 and Orange, Philips and Red Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra and
Virgin, Visa and Vodafone.
He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largest
marketing organisation. He led the strategic marketing consulting team of PA Consulting Group,
was MD of Brand Finance and partner of The Foundation, before founding his own business. He
was recently described by Business Strategy Review as “one of the best new business thinkers”
and is in demand around the world as an expert advisor and energising speaker.
.
+peter fisk customer
Peter Fisk
peterfisk@peterfisk.com
@geniusworks
www.theGeniusWorks.com
Website: www.theGeniusWorks.com
Twitter: @geniusworks
Email: peterfisk@peterfisk.com
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