reboot your mindset
TRANSCRIPT
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REBOOT YOURMINDSET
Prof. Peter FiskCoty Professional BeautyGeneva, 2 November 2016www.theGeniusWorks.com
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1
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Reboot your Mindset
The New Coty: Change your Game
Disruptive Ideas for Pro Beauty
The Innovation Compass
Be the Gamechanger
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We live in an incredible time
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Virtual world becomes real
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Spectacles to Snap
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Fashion by Amazon
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Rethinking experiences
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$85bilion to be human
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Unlimited executive jets
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Uber beyond Eats
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Driverless in Singapore
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Nanodegrees in the future
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Anything is possible
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Megacities: 70% by 2030
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The new silk road
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Climate change: 4 degrees
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New geopolitics
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THE NEW COTYCHANGEYOUR GAME
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What does it mean to be a …
CHALLENGER
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CHALLENGER
• They have a cause and mission• They are bold, disruptive, play “judo”• They out-think more than out-spend
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What does it mean to be an …
ENTREPRENEUR
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ENTREPRENEUR• They are fast and lean, agile and intuitive• They are collaborative and experimental• They are digital in mindset
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What does it mean to be a …
PARTNER
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© Peter Fisk 2015More details in the new “Gamechangers” book
PARTNER• They do more for each other• They share success and failure• They take a long-term perspective
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Dollar Shave Club Triangl via Instagram Method’s beautiful home
Renova’s sexy bathrooms Vice media for millennials Nespresso Club
Red Bull Media House Rapha Cycle Clubs Tesla’s Supercharger Network
Inspirations for the beauty industry
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Pat McGrath Labs Gold 001 Tatcha by Japanese Geisha Isamaya Ffrench’s art beauty
The Organic Pharmacy Michelle Phan’s social Ipsy Blow.ltd “Uber of beauty”
MatchCo customisation apps Zenta human-tech by Vinaya Adorn 3-d printing beauty pen
Gamechangers of Beauty
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Assort Salons, Japan
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Scar Hair, South Africa
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Beauty Friend
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© Peter Fisk 2013Gamechangers.pro
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© Peter Fisk 2013Gamechangers.pro
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Rocket’s Creative Beer
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© Peter Fisk 2013Gamechangers.pro
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Lululemon’s Yoga Beer
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© Peter Fisk 2013Gamechangers.pro
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New Zealand’s Moa Beer
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© Peter Fisk 2013Gamechangers.pro
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Beer 52 by Subscription
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Change the game of professional beauty
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IDEASDISRUPTIVE
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1. Experience at Starbucks Reserve
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© Peter Fisk 2015More details in the new “Gamechangers” book +genius
2. American Express “Shop Small”
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© Peter Fisk 2015More details in the new “Gamechangers” book +genius
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3. Red Bull beyond a drink
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© Peter Fisk 2015More details in the new “Gamechangers” book +genius
4. CVS Pharmacy to CVS Health
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5. Nike+ Sports not Sportswear
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Movements– nikewomen
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6. Rapha is a community
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7. Michelle Phan and Ipsy
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COMPASSINNOVATION
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Stretch your mindset
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Why be 10% better?
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When you could be 10x better?
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© Peter Fisk 2015More details in the new “Gamechangers” book +genius
Innovation Compass
FUTURE
CUSTOMER PARALLELS
BUSINESS
BACK
WORLDS WORLDS
MODELS
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Innovation Compass
CUSTOMERWORLDS
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© Peter Fisk 2015More details in the new “Gamechangers” book +genius
CustomerBusiness
Innovating the customer world
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The elements of customer value
• Choose your core value• Plus two supporting values• What ideas does it spark?
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© Peter Fisk 2015More details in the new “Gamechangers” book +genius
Innovation Compass
FUTUREBACK
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© Peter Fisk 2015More details in the new “Gamechangers” book +genius
2021
2016
Innovating “future back”
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© Peter Fisk 2015More details in the new “Gamechangers” book +genius
10x
10%
Innovating “future back”
• What is 10x more in our world?• Consumers, revenues, salons?• How could we achieve it?
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Innovation Compass
PARALLELSWORLDS
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Fashion Retail
Food
Innovating from parallels
• Define adjacent markets• Choose the best innovations• Copy Adapt Paste
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Innovating from parallels
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© Peter Fisk 2015More details in the new “Gamechangers” book +genius
Innovation Compass
BUSINESSMODELS
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Donutselling
Low priced core than sell
extrasRyanairSAP
Affiliateselling
Helping others to sell productsAmazonPinterest
Auctionplatform
Selling other products to highest bidEbayElance
Bartergoods
Exchange goods, no money
Pay/TweetBarterbook
Cash advanceCustomer
pays before goods made
DellGroupon
Cross selling
Sell adjacent products to sell moreTchiboShell
Crowd funding
Financed by fans as first consumersPebbleBrainpool
Crowd sourcingIdeas from
customers for reward
ThreadlessP&G
DigitalFormats
Turning physical into digital goodsNetflixDropbox
Directselling
Brand sold direct to customerFirstDirectAussieFarm
sellingCustomer buys more
than productHarley Dav
Red Bull
Flat rate pricing
Single fee or subscrip. for unlimited useNetflixSandals
FractionalOwnership
Customers each own sharesNetjetsHomebuy
Franchise brand
Licensing format for a fee and %Spar
Lufthansa
FreemiumpaymentFree basic
then charge for premiumSkypeSpotify
Guarantee avaiiableAvailability
becomes key promiseNetjetsHilti
Guaranteereplace
Builds trust in quality and loyalty
TimberlandTumi
revenueAlternative sources, egadvertisingGoogleMetro
Ingredientbranding
Branded part other brand proposition GoretexIntel
Integrated supplyEfficiency through
supplychainZara
ExxonMobil
BrandCuratorBringing
together best brandsFab
Pos.Luxury
FunctionalspecialistAdding one
expert step to othersPayPalTrust-e
DataLeverage Reselling
aggregated customer dataFacebook23andMe
License brandLicense
brand, patent or other IPREd HardyARM
UniqueFormatLock-in to compatible formatsHP
iTunes
Long tail range
Offer huge range to many
nichesAmazoniTunes
MassCustomise
Make it personal for each person
DellBMW
NoFrills
Simple and minimal spec at lower costSouthwestAccor
Open SourceMake IP
available to everyoneAndroidTesla
Solution Integrator
Connecting all sources and partners Li &
FungAccenture
Pay per use
Payment metered by use or timeZipcars
Azuri Tech
Pay what you wantCustomer
choose the price
RadioheadPanera
Shareduse
Customers buy same productAirbnb
RelayRides
Peer to Peer
Customers buy from customersCraigslistZopa
Resultsbased
Price based on agreed outcomes
Rolls RoyceXerox
Razor and Blade
Low price core, high price refillsGillette
Nespresso
Rent don’t buy
Time based fee for period
of useXeroxRegus
RevenuesharingShare with
others to inccustom baseAA/BA
App Store
ReverseInnovateSell simple products in mainstreamHaier
OneLaptop
One forOne
Charge the rich to fund
the poorToms
Narayana
Self service
Customers do more
themselvesIKEA
McDonalds
Quality assuranceCertification and trusted endorsement
ISOVerisign
Multilevel marketingPyramid of customer selling
TupperwareAvon
Subscribe to it
Customer pays regular
feeTime
DollarShave
Bottom of pyramid
Tailor offer to less wealthy customersTata NanoWalmart
Trash to cash
Turn waster into new productsBraskomEkocycle
Dynamic pricing
Prices changes by demandPricelineWallSt Bar
Co-createDesign
Customers are co-
designers of productsThreadless
Local Motors
WhitelabelMake
products for another brand
CottMcBride
Doing good
Benefits society or environmentOxfamEcotricity
Experience
Advertising
©GeniusWorks2015 www.theGeniusWorks.com
Innovating the business model
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Innovating the business model• What if its free?• What if its subscription?• What if its dynamic pricing?
What products and services do
we bring together for our
customers?
Customer
s
Communi
cation
Partners
Offerings
Channels
Relations
hips
Processe
s
Revenue streams
Pricing models
Cost streams
Investment
s
Who are our target (segments
of) customers (or users), and
what matters most to them?
Which types of distribution
channels will we use to reach
customers
?
What kind of relationship
do customers seek with
us, and each other?
Who are the external partners to
help us create and deliver the
offerings?
What distinctive assets do we
have to use in existing or new
ways?
What benefits do we enable our
customers to achieve?
What are the main internal
activities to create and deliver
the offerings?
What are the main sources of revenue,
and which could be largest?
How, when and how often will we charge
customers
?
What are the most significant ongoing
costs to create and deliver the offerings?
How much do we need to spend before
we start earning?
Propositi
on
Resource
s
What are the main internal
resources to create and deliver
the offerings?
Assets
Products & Services
What brand do we use? What are
the key messages, and how do
we engage customers?
© GeniusWorks 2015
www.the
GeniusW
orks.com
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REBOOT YOURMINDSET
Prof. Peter FiskCoty Professional BeautyGeneva, 2 November 2016www.theGeniusWorks.com
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Are you ready to change your game?
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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 2014Gamechangers.pro
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ß
ß
ß
ßß
Future back
Focus on growth
Create disruption
Define proposition
Make it happen
ß
ßß
ß
ß
Design thinking
Reframe purpose
Make connections
Redefine business
Accelerate action
Creativity is about“opening up”
to explore new ideasand possibilities
Innovation is about“closing down”
to make the best ideashappen profitably
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Visi
on 3
Visi
on 2
Visi
on 1
Deliv
erab
les
3
Deliv
erab
les
2
Deliv
erab
les
1
Resu
lts 3
Resu
lts 2
Resu
lts 1
Horizon 1 delivers
excellence and quick wins
Horizon 2 delivers
new concepts and extensions
Horizon 3 delivers
breakthroughsand a new core
What products and services do we bring together for our customers?
Customers Communication PartnersOfferings
Channels
Relationships Processes
Revenue streams Pricing models Cost streams Investments
Who are our target segments of customers and users?
Which types of distribution channels will we use to reach customers?
What kind of relationship do customers seek with us, and each other?
Who are the external partners to help us create and deliver the offerings?
What distinctive assets do we have to use in existing or new ways?
What benefits do we enable our customers to achieve?
What are the main internal activities to create and deliver the offerings?
What are the main sources of revenue, and which could be largest?
How, when and how often will we charge customers?
What are the most significant ongoing costs to create and deliver the offerings?
How much do we need to spend before we start earning?
Proposition
ResourcesWhat are the main internal resources to create and deliver the offerings?
Assets
Products & Services
What brand do we use? What are the key messages, and how do we engage customers?
Customer BrandJobsGains
Pains
What benefits does the customer expect or desire, both rational and emotional?
What are the negatives in their current experience, bothRational and emotional?
What is the customer trying to do – the job they want to do, or new goal to achieve? Gain creators
How do the products and services create customer gain, for example savings that make them happy, or deliver outcomes beyond expectations?
Pain relievers
Products and services
How do the products and services remove the negatives,eg save time and effort, make them fee better, remove negative impacts, or fears?
What are all the product and service components that enable the customer to achieve their job?
2021Where are the relevanthigh growth markets?
2018
2016
Who are the relevant high growth customers?
What are the relevanthigh growth categories?
What are the relevant high growth
products/services?
2021
2016
Idea
Create
Improve
Pivot
Are you ready to change your game?
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Coty “Gamechanger” WorkshopsCreative Insights: Understanding customers more deeply and practically
• Consumer and customer insight• Ideas, parallels and creativity• Design and concept thinking
Brand Blueprints: Storytelling brands and social experiences• Brand visions• Propositions and pillars• Storytelling and socializing
Growth Strategies: New approaches to brand and business growth• Opportunity maps• Innovative strategies and plans• Turning strategies into marketing programs
Disruptive Innovation: Developing more innovative solutions• Rethinking customer experiences• Reinventing business models• Redesigning products and services
Accelerating Action: How to make your best ideas happen faster• Horizon planning• Lean development and delivery• Delivering faster consumer and commercial impact
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Be boldBe brave
Be brilliant