business world

Example of a 5 day programme for business managers exploring

the best new ideas in business and preparing for implementation

Winning in the new

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Your challenge You have probably been successful in your existing

markets – engaging customers, beating the competition,

establishing a profitable business.

You probably have a range of successful products, loyal

customers, dedicated employees, and an established way

of working

.

Yet the world keeps changing – falling boundaries enable

new entrants, digital technologies allow new approaches –

customer priorities change, and expectations keep rising.

What do these changing markets mean for your business,

both in terms of threats and opportunities?

How can your business build on its established position, its

asset base, to reach out to new customers, markets and

categories?

As competition intensifies , social and environmental issues

become more important, and new technologies enable

new possibilities, every leader and manager needs to think

bigger, better and differently.

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Changing markets Winning in changing markets requires new thinking

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The opportunity

Your future success will be driven by new and smarter approaches to

markets and marketing:

• Building bolder brands: making more of your brands, and how you can

engage with new audiences, and be more different from competitors

• Focusing on the best opportunities: driving profitable growth in existing

market,s but also in new geographies and categories

• Delivering faster innovation: unlocking the creative potential of products,

people, and the new innovation centre.

• Engaging customers more deeply: harnessing new approaches such as

co-creation, social media and sustainability to do more.

This is about strategy, but also about everyday ways of working – from

suppliers to distributors, systems and processes, culture and rewards.

Whilst many of the essential principles of business do not change, many of the

tools and platforms for winning are new and different.

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How will you harness the potential of

brands and innovation to grow

in existing and future markets

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The Winning in the New Business

World Programme

There are three days of “new insights and best practices”

• Market Leaders: day 1 explores strategy and customers,

understanding changing markets and priorities, focusing on the best

opportunities.

• Bolder Brands: day 2 is about brands and propositions, defining

the big and bold ideas, harnessing social media and integrating

communication.

• Winning Innovation: day 3 focuses on experience and

performance, developing better products and services, market and

business success.

Followed by two days of “practical ideas and real action”

• Issue driven: focused on the agreed real issues of each participant, and

how they can address them in more creative and effective ways.

• Action driving: working one-to-one with each participant to develop

insights, propositions, and solutions for fast and practical implementation.

• Participants should ideally attend all 5 days for most benefit and impact.

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Day 1 … Market Leaders … Winning strategies to engage customers

• Market Dynamics: Welcome to a VUCA world,

where a new generation of business is emerging.

• Power Shifts: from west to east, big to small,

business to customer, volume to value.

• New Whitespaces: New hotspots for growth, from

women to cities, healthcare to Brazil.

• New Business Models: Networks and collaboration

are transforming the way business work and win.

0900 – 1030 Changing Markets

Customer

insights

1100 – 1230 Market Strategies

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1330 – 1500 Customer World

1530 – 1700 Analytics and Insights

• Inspiring purpose: having a vision beyond profit, to

make life better, in a distinctive, better way.

• Opportunity Mapping: using adjacent markets to

identify the best opportunities for profit growth.

• Growth Wheel: Exploring the different types of

growth, for short and long-term success.

• Value Creation: from value disciplines to economic

drivers, how to measure business performance.

• Insights and Trends: Core values and enduring

trends that are shaping markets and people.

• Context and Framing: Reframing your business

around what people want, not what we sell.

• Energiser Pyramids: Rising above essentials, to

focus on customer enablers and energisers.

• Crowds and Participation: Engaging customers

in co-marketing for more insight and impact.

• Customer Insight: Using diverse research tech to

explore needs and wants, including deep dives.

• Market Segmentation: Making sense of markets

and focusing through appropriate segmentation.

• Customer Profitability: Evaluate the lifetime value

of each customer to prioritise resources

• Predictive Analytics: Evaluating characteristics

and behaviours to identify best opportunities.

Customer

insights Market

strategies

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Day 1 … Market Leaders … Winning strategies to engage customers

Customer

insights

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Market strategy

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Day 2 … Bolder Brands … Defining and communicating propositions

0900 – 1030 Building Brands

Customer

insights Bolder

brands

1100 – 1230 Customer Narratives

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1330 – 1500 Value Propositions

1530 – 1700 Digital and Soclal Media

• Defining Brands: Finding the essence of what a

brand enables, how it is different, makes people feel.

• Brand Architectures: Masterbrands, sub-brands,

endorsements and more – how it all works together.

• Licensing and Franchising: Extending your brand

through partnerships into new markets and categories.

• Affinity and Partner Brands: Building your brand helo

by working with complementary brands.

• Customer narrative: Articulating your brand in

terms most meaningful to your audience.

• Brand Storytelling: Turning your brand into

memorable words and pictures.

• Contagions and funnels: Spreading your story,

and using AIDA and reverse funnels.

• Integrated Communication: Bringing together

all your agencies, media and conversations.

• Customer Value: articulating the superior rational/

emotional value which you create for your customer.

• Reframing Competition: Redefining this value in a

more valuable context for customers and price.

• Distinctive Benefits: Articulating the benefits in clear

and relevant ways for teach arget segment

• Pricing Strategies: Considering the price position

relative to the peer group and perceived value.

• Clicks, Likes, and Tweets: Making sense of

social media and digital marketing platforms.

• The SoLoMo Consumer: Exploring how

consumers are influenced and buy in new ways.

• Online Communities: How to build communities

around your brand using social media.

• Mobile Marketing: Time and place became the

most important factors of your marketing.

Engaging

propositions

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Day 2 … Bolder Brands … Defining and communicating propositions

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Day 3 … Winning Innovation … Delivering profitable experiences

0900 – 1030 Smarter Innovation

Winning

experiences

1100 – 1230 Customer Solutions

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1330 – 1500 Experience Design

1530 – 1700 Performance Delivery

• Creative toolkit: Exploring a range of creative tools to

generate more better ideas faster.

• Open innovation: Working with business and customer

partners to share and achieve more.

• Frugal and bottom-up: Rethinking where good ideas

come from, and the process to innovate.

• Innovation process: opening up closing down, from

insight to design, evaluation to launch, and management.

• Parallel markets: learning from parallels to explore

customer behaviours, preferences and solutions.

• Social and environmental: harnessing sustainability

to drive better innovation.

• Customised solutions: personalising products and

solutions for each customer..

• Business model design: rethinking the way you

make money, channels and partners.

• Experience mapping: evaluating the existing and

developing a better experience for the customer.

• Brand theatre: exploring how the brand can add value

to the experience in different ways.

• Personal service: delivering more relevant and

empathetic service at every touchpoint.

• Customer loyalty: building relationships and

community that drive retention and advoacy.

• Return on Marketing Investment: measuring the

effectiveness, and optimising budgets and resources.

• Net Promoter Score: exploring alternative metrics for

marketing including NPS.

• Brand Equity and Brand Value: Calculating the impact

of marketing on brands and business.

• New Role of Marketing: customer champions, business

innovators, growth drivers … and future CEOs.

Customer

insights Innovative

solutions

Day 3 … Winning Innovation … Delivering profitable experiences

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Days 4 and 5 … Practical ideas and applications … making it happen

Part 1, 0900 – 1230 Exploring my challenge

Customer

insights Issue

driven Action

driving

Part 2, 1330 – 1700 Defining my proposition

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Part 3, 0900 – 1230 Designing my solution

Part 4, 1330 – 1700 Preparing for implementation

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The Winning Business Digital Toolkit

The programme will include a portfolio of articles, book extracts, case

studies, videos, processes and tools, and useful links, to support participants

during and beyond the programme (can be available on a memory stick).

Inspiring articles will include

• Gamechangers: the next generation of market leaders

• Finding a better place: new markets, new opportunities

• Brand Building by Pixar: more creative communications

• The 7 Whitespaces: exploring the new opportunities to 2020

• The co-marketing manual: a guide to more collaborative marketing

• Learning from da Vinci: Innovation from the future back

• Welcome to my world: Doing business on customers terms

Global case studies will include

• GE: rebuilding a business around customers and sustainability

• Tata: rethinking business from an Indian perspective

• Alibaba: the Chinese business network for the 21st century

• Threadless: cool co-creation clothing business from California

• Whirlpool: a more disciplined approach to design and innovation

• Cemex: driving differentiation and profits in commodity markets

• Virgin: the marketing machine that keeps doing the impossible.

Action toolkits will include

• Strategy tools: from market mapping to strategy formulation

• Branding tools: from brand essence to customer value propositions

• Insight tools: from customer immersion to market segmentation

• Communication tools: from customer narratives to social media

• Creativity tools: from advanced brainstorming to parallel markets

• Innovation tools: from concept designs to accelerated innovation

• Performance tools: from net promoter to brand equity measurement.

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One inspiring day

of the best new ideas in

brands, innovation and business

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What’s next?

What’s new? What works?

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Affluenza

Business models

Co-creation

Digital platforms

Environmental

Frugal innovation

Gamechanging

Human design

Kinetic insights

Localisation

Mobile marketing

Nanotech

Open innovation

Pinterest

QR codes

Radical ideas

Social media

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Peter Fisk is a best-selling author and inspirational speaker, a strategic consultant to leading companies

around the world and a business entrepreneur.

Peter leads GeniusWorks, a strategic innovation business based in London and Budapest,

Istanbul and Dubai, 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 BrandVision is a platform

to develop better brands and brand portfolios.

His best-selling book Marketing Genius explores the left and right-brain approaches to

competitive success, and has been translated into more than 35 languages. Customer Genius

describes how to build a customer-centric business, Business Genius is about inspired

leadership and strategy, Creative Genius is the innovation guide for border crossers and

game-changers, whilst People Planet Profit explains how to grow, whilst doing good ethically,

socially and for the environment.

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 a cultural

alignment around customers.

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 Cemex, Lastminute.com and Hersheys, Marks & Spencer and

Microsoft, O2 and Orange, Pinar and Red Bull, Shell and Tata Steel, Teliasonera and Turkcell,

Vitra and Virgin, Vodafone and Volkswagen.

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, and was MD of Brand Finance 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 worldwide as an expert advisor and energising speaker.

.

peterfisk@peterfisk.com

@geniusworks

www.theGeniusWorks.com

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