be the gamechanger: rethinking marketing in a fast-changing world

BE THE

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GAMECHANGER Peter Fisk, Cambridge, July 2015 theGeniusWorks.com @geniusworks

BE THE Rethinking marketing in a fast-changing world

Change the game Kaleidoscope world

Be the Gamechanger Rethink marketing

Kaleidoscope world

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Kaleidoscope change

New opportunities to grow

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Winning in a VUCA world

Guiyang Circle

Guiyang China

106.6° E, 26.6° N 4100km radius

Most of the world lives here …

Tectonic shifts

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“Tectonic shifts in power, from mass to niche, east to west, big to small, average to individual”

East Small

West Big

Relevant Average

© Peter Fisk 2015

Speedboats beat

fast and focused

supertankers

Imagination Capability Collaborative Independent

Disrupting Evolving

© Peter Fisk 2015

Customers in control

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Consumer Emotional

Pull

Business Rational

Push

© Peter Fisk 2015

99c downloads, $900 experiences

Digitally enabled real world

Time to think different

Think different

Can you see the man?

RATIONAL

ANALYTICAL

FOCUSED

EMOTIONAL

INTUITIVE

CONNECTED

EMOTIONAL

INTUITIVE

CONNECTED

RATIONAL

ANALYTICAL

FOCUSED

What’s your “tae Kuk”?

LEFT BRAIN + RIGHT BRAIN

Time to think bigger

The Gamechangers

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Change your world

You are here

Open your eyes to the possibilities of incredible fast-changing worlds

Be dissatisfied with the limits of your current world

Explore what it would take for you to create a better future

Be inspired to start today – driving

innovation and growth

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Audacious ideas

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Ideas economy

10 times not 10%

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Redefining markets

Shaping the future

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“Gamechangers are the new breed of

brands and businesses rising out of

the maelstrom of economic and

technological change”

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Think Nespresso

“Out-thinking the competition with audacious audacious ideas that can change the world”

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Think Tesla

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“The new disruptive innovators transform

their markets not just products and services”

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Think Genentech

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Time for more radical

innovation

Mexico 1968

Zurich 1982

Seattle 1992

Don’t just play the game

Change the game

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 futurefood futurestore

futurehealth futuretech futuremakers futurebank

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

© Peter Fisk 2015 [email protected]

The world’s most disruptive innovators today …

Change your game

THINK Change your

vision

Change your story

Change your market

Change your strategy

Change your brand

DESIGN Change your

business

Change your potential

Change your results

Change your relationship

Change your experience RESONATE

MOBILISE

EXPLORE

IMPACT

AMPLIFY

DISRUPT

ENABLE

INSPIRE

© Peter Fisk 2015 More details in the new “Gamechangers” book +genius

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 2015 More details in the new “Gamechangers” book

Time to rethink marketing


Rethink marketing


Zoom out Zoom in


Strategist and Storyteller


Zoom out Zoom in


Scientist and Socialiser


Customer Business

Rethink purpose

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Harley Davidson

Harley Owners Group

“Building brands about people

not products, aspirations not

egos … about making life better

better” +genius


Rethink brands


Rethink markets

Geography Category Segment Channel



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Beauty’in

Beauty’in

“Innovating the whole business … from business model to customer experience”


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Rethink business models 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 Linkedin

Network builders

business model

eg Hotmail, Twitter

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

“Resonating with customers through rich, relevant and real-time marketing”

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Rethink marketing

“Enabling customers to do more … from sales and support, to educating and entertaining”


Rethink experiences


Rethink relationships


Rethink experiences

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

Rethink performance


“Delivering and sustaining a

positive impact … personal,

social and financial”


Be the Gamechanger Rethink marketing

Are you ready to change your game?

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

Vision Canvas

Strategy Canvas

Growth Canvas

Disruption Canvas

Brand Canvas

Engagement Canvas

Proposition Canvas

Relationship Canvas

Insights Canvas

Co-creation Canvas

Innovation Canvas

Business Canvas

Leadership Canvas

Sustainability Canvas

Culture Canvas

Performance Canvas

FUTU

RE

LAB

B

RA

ND

LA

B

CR

EATIVE LAB

PER

FOR

MA

NC

E LAB

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What will you do?

Be the Gamechanger

Be bold Be brave

Be brilliant

Peter Fisk is a global thought leader on leadership, innovation and marketing. He is a bestselling author, keynote speaker and expert consultant in helping leaders to develop innovative strategies for business and brands. He is a 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 based on extensive research into the 120 companies who are shaking up markets, and making sense of how they lead, innovate and win. It explores the challenges of new markets, changing customers, brand building, digital media, new business models, inspiring leadership and positive impact. And most of all, how to lead your business to a better future.

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Find out more Email: [email protected] Phone: +44 7834483830 Twitter: @geniusworks Website: www.theGeniusWorks.com

be the gamechanger: rethinking marketing in a fast-changing world

Marketing

kaleidoscope world genius

gamechangers genius

future genius

control genius

growth genius

technological change

audacious ideas genius

tectonic shifts genius