XMARKETING
THE NEXT RULES OF MARKETING
Professor Peter Fisk
peterfisk@peterfisk.com
theGeniusWorks.com
@GeniusWorks
Markets have changed. Customers have changed.
Has your marketing? Have you?
A new generation of businesses (new technologi...
EXPONENTIAL WORLD
THE 10X RULES
EXPONENTIAL WORLD
THE 10X RULES
EXPONENTIAL WORLD
XMARKETING
We live in an incredible time
Volatile
Uncertain
Complex
Ambiguous
Vibrant
Unreal
Crazy
Astounding
Virtual world becomes real
Spectacles to Snap
Alibaba $28bn in one day
Uber and beyond
$85bilion to be more human
Unlimited executive jets
Xiaomi, the new AppleHyperloop redefines travel
Quarzazate Solar Farm
Your future for $99
Robot heart surgery
Driverless in Singapore
Global internet for all
Nanodegrees in the future
Anything is possible
Anything is possible
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
E7 = China, Malaysia, Chile,
Poland, Peru, Mexi...
Worldchanging decade
2010
Pop 6.9Bn
GDP $63T
G7
2020
Pop 7.7Bn
GDP $90T
E7
Top jobs in next 5 years
Megacities: 70% by 2030
The new silk road
Climate change: 4 degrees
New geopolitics
Tectonic shifts
+genius
East
Small
West
Big
+genius
ProfitVolume
Consumer
Pull
Individual
Business
Push
Average
+genius
ImaginationCapability
+genius
TalentExperience
ExponentialImprovement
Exponential world
Exponential growth
Exponential growth
Fingernail
Notebook
Hand
House
Earth
3folds
Thickness
of folder
paper
7 folds 10 folds 17 folds 30 folds
Exponential growth
Agricultural
Revolution
Industrial
Revolution
Light
bulb
Moon
landing
WorldWide
Web
Human
Genome
8000
years
120
years
90
y...
Exponential growth
Exponential world
Exponential marketing
Ideas that spread
Networks that multiply
IDEAS
NETWORKS
+
Addictive Ideas + Intelligent Networks = Exponential Growth
Exponential marketing
Innovative marketing for exponential growth
ß
ß
ß
ß
ß
Growth hacking
Market mapping
Innovative strategy
Customer solutions...
+genius
Moonshot Factory
Why be 10% better?
+genius
When you could be 10x better?
Shaping the future
+genius
es
1. 23 & Me
2. Aravind
3. Editas
4. Genentech
5. Intuitive Surgical
6. Narayana Hosp
7. Organova
8. PatientsLikeMe
9. Sc...
audacious
networked
intelligent
Change
Why
enabling
collaborative
© Peter Fisk 2013
Gamechangers.pro
+genius
Rocket’s Creative Beer
© Peter Fisk 2013
Gamechangers.pro
+genius
Lululemon’s Yoga Beer
© Peter Fisk 2013
Gamechangers.pro
New Zealand’s Moa Beer
© Peter Fisk 2013
Gamechangers.pro
+genius
Beer 52 by Subscription
© Peter Fisk 2013
Gamechangers.pro
How could you change your game?
How could you “change your game?”
© GeniusWorks 2016
peterfisk@peterfisk.com
www.theGeniusWorks.com
XMARKETING
THE NEXT RULES OF MARKETING
THE 10X RULES
EXPONENTIAL WORLD
The Next Rules of Marketing
+genius
1. Growth Hacking
© Peter Fisk 2015
More details in the new “Gamechangers” book +genius
2021
2016
1. Growth Hacking
Time
Impact
10X
10%
What is 10x not 10% in your business?
© GeniusWorks 2016
peterfisk@peterfisk.com
www.theGeniusWorks.com
The Next Rules of Marketing
+genius
2. Customer immersion
© Peter Fisk 2015
More details in the new “Gamechangers” book +genius
CustomerBusiness
2. Customer immersion
© GeniusWorks 2016
peterfisk@peterfisk.com
www.theGeniusWorks.com
Design thinking. Customer insight. Brand framing.
The Next Rules of Marketing
+genius
3. Platform innovation
Make and
distribute
business model
eg CocaCola
Microsoft
Spectrum
retail
business model
eg Amazon
Marks & Spencer
Make and...
What products and services do
we bring together for our
customers?
Customers Communication PartnersOfferings
Channels
Rela...
The Next Rules of Marketing
+genius
4. Brand storytelling
+genius
4. Brand storytelling
Customer BrandJobs
Gains
Pains
What benefits does the
customer expect or desire,
both rational and emotional?
What are the...
The Next Rules of Marketing
+genius
5. Social influencers
Movement
Collaborative
Customer
Customer
Customer
Customer
Customer
Customer
Brand-
enabled
community
Co-enable Co-design
...
Co-enable Co-design
Co-create
Co-sell
Co-support
Co-consume
Collaborating with customers to achieve more.
© GeniusWorks 20...
The Next Rules of Marketing
+genius
6. Enabling experiences
Commodity
product
Branded
product
Personal
service
Branded
experience
Customer’s
experience
Distinctive
design
Empathetic
...
+genius
7. Exponential impact
The Next Rules of Marketing
+genius
7. Exponential impact
XMARKETING
THE NEXT RULES OF MARKETING
THE 10X RULES
EXPONENTIAL WORLD
XMARKETING
Exponential world
Unlimited opportunity
People want and expect more
Complex and realtime
Investors expect and want more
Time to supercharge your marketing
© Peter Fisk 2015
More details in the new “Gamechangers” book +genius
2021
2016
1. Growth Hacking
Experience at Starbucks Reserve
© Peter Fisk 2015
More details in the new “Gamechangers” book +genius
CustomerBusiness
2. Customer immersion
What’s the problem?
What’s the solution?
Design thinking: solving the right problem
Design thinking: fast and evolving solution
IT support is boring, isn’t it?
For the customer, its an emergency
+genius
4. Brand storytelling
Pat McGrath Labs Gold 001 Tatcha by Japanese Geisha Isamaya Ffrench’s art beauty
The Organic Pharmacy Michelle Phan’s soci...
+genius
Michelle Phan
+genius
Contagious ideas
Addictive
idea
Influencer
Influencer
Influencer
Advocates
Advocates
Advocates
Networks
Networks
Networks
Addictive ideas. ...
Dollar Shave Club Triangl via Instagram Method’s beautiful home
Renova’s sexy bathrooms Vice media for millennials Nespres...
Make and
distribute
business model
eg CocaCola
Microsoft
Spectrum
retail
business model
eg Amazon
Marks & Spencer
Make and...
PatientsLikeMe
+genius
Nespresso
Nespresso
Movement
Collaborative
Customer
Customer
Customer
Customer
Customer
Customer
Brand-
enabled
community
Co-enable Co-design
...
Urbanisation
Carbon reduction
China and India
Change drivers in the automotive market
AI and robotics
Connected cars
Suppl...
+genius
Tesla Motors
+genius
+genius
Tesla Motors
GE Brilliant Machines Amazon Dash instant delivery Nespresso Club
Scanadu health tracking Netflix subscription Rapha Cycle...
Commodity
product
Branded
product
Personal
service
Branded
experience
Customer’s
experience
Distinctive
design
Empathetic
...
+genius
Nike+ Sports not Sportswear
+genius
Movements	– nike	women
+genius
7. Exponential impact
Rapha is a community
The 6Ds of Exponential Thinking
Digitalise
Deceptive
Disruptive
Dematerialise
Demonitise
Democratise
© GeniusWorks 2016
pe...
The 6Ds of Exponential Thinking
Digitalise
Deceptive
Disruptive
Dematerialise
Demonitise
Democratise
© GeniusWorks 2016
pe...
What will you do?
Acting
with speed
and agility
Connecting
ideas and
people
Passion to
make life
better
Having an
audacious
attitude
Shaping...
+genius
+genius
Be bold
Be brave
Be brilliant
Peter Fisk helps business leaders make sense of a fast-changing world, to find the best new opportunities for growth, to
e...
www.theGeniusWorks.com
X-Marketing: The Next Rules of Marketing
X-Marketing: The Next Rules of Marketing
X-Marketing: The Next Rules of Marketing
X-Marketing: The Next Rules of Marketing
X-Marketing: The Next Rules of Marketing
X-Marketing: The Next Rules of Marketing
X-Marketing: The Next Rules of Marketing
X-Marketing: The Next Rules of Marketing
X-Marketing: The Next Rules of Marketing
X-Marketing: The Next Rules of Marketing
X-Marketing: The Next Rules of Marketing
X-Marketing: The Next Rules of Marketing
X-Marketing: The Next Rules of Marketing
X-Marketing: The Next Rules of Marketing
Prochain SlideShare
Chargement dans…5
×

X-Marketing: The Next Rules of Marketing

206 265 vues

Publié le

Summary of Peter Fisk's new "X-Marketing" masterclass, delivered worldwide for the first time at Istanbul Raffles Hotel, 5 December 2016. It explores the "next" generation of marketing practices (also known as Marketing 4.0 or Exponential Marketing).

More information at www.theGeniusWorks.com .. or email directly peterfisk@peterfisk.com for "X-Marketing" workshops, masterclasses and inspiring keynotes.

The concept in brief:

Markets have changed. Customers have changed. Has your marketing? Have you?

A new generation of businesses (new technologies, new business models, new leadership) is emerging to address a new generation of customers (new audiences, new geographies, new aspirations). Marketing exists to connect businesses and customers, in relevant and profitable ways.

A new approach to marketing is therefore required. Some of the new approaches, and maybe the language, will be familiar. But not all, and not joined up as a fundamental approach to driving business performance. Together, some call it Marketing 4.0 or Exponential Marketing, but whichever labels you apply, it involves a seismic shift in philosophy and practice.

It fundamentally challenges every marketer who still turns first to their strategic plan. And then to their advertising agency, or even their web developer. It is fundamentally digital in mindset, but human as well as technological. It demands analytical thinking, content and networks, but also vision and creativity. It requires new types of leaders, and a new mindset for every marketer.

Idea 1 : EXPONENTIAL WORLD

Will Elon Musk take you to Mars in 2025?
2016, the year of Amazon Dash and Pokemon Go
There’s never been a more scary or exciting time (aka Turkey)
Michelle Phan could be the biggest brand in the world
Creating a revolution in finance, retail, and healthcare
Will brands like Akbank, Ulker, and Vodafone be here in 2025?
What’s your brand’s 10X?

Idea 2 : THE 10X RULES

Growth Hacking: Why the strategy process is dead
Customer Immersion: Deep diving for designer insights
Platform Innovation: Reinventing markets and business
Brand Storytelling: Making ideas human and contagious
Social Influencers: Forget advertising, think movements
Enabling Experiences: from hype to help, the job to be done
Exponential Impact: amplifiers and accelerators of growth.

Idea 3 : XMARKETING

Rethinking your marketing with “the 6Ds of Exponential”
Machines, robots, AI, AR, VR and the singularity
What can we all learn from Snapchat’s story?
Being human, time with friends, creativity and giving back
Be inspired by East India, Surfair, Tencent and Vice
Beyond the bullshit, where do you start?
You

Publié dans : Business
99 commentaires
2 358 j’aime
Statistiques
Remarques
  • The girls from your city want much sex here - www.x-dating.usa.cc
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • “Global Al Saqib Recruitment Group ISO 9001-2008 Certified Company,” is a renowned name when it comes to the manpower recruitment agencies in Pakistan. It is very difficult to find the right human resource consultant in Pakistan as there are many manpower consultants that fail to meet the standards. If you want to save your valuable time and hard-earned money with overseas manpower agency, you have come to the right place. We have been supplying manpower to the Gulf region for a long time. For more information please visit our website http://alsaqibrecruitmentgroup.com/ http://www.alsaqibgroup.com http://www.jobsleed.com
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • Bill Henry.....The only rule in marketing is, there are now too many rules. Do you know them all? good question,.will you get it right, then try THE RIGHT PAY http://TheRightPay.com/?refcode=6860
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • Please read my testimony, it can bring solution to the problems you are facing in life. I met this spell caster Dr Mojo online and read the testimonies of many persons witnessing how he has help them solve problems of any kind such as fibroid without surgery, Infertility, cure of diabetes, breast cancer, weak erection, regulation of menstruation and pains, stroke, HIV / AIDS, successful interview and work examination, political achievement, recovery of lost money, quick sales in business or commerce, choice of good marriage partner, power to bring your ex back, stopping your man or woman having affair outside your relationship or marriage, power to win pool, lottery, visa approval, reduction of sagging breast, gun protecting spiritual ring, promotion at work etc ... I contacted him through his WhatsApp instant messenger with the phone number +27797427509.I was absolutely desperate to have my husband back. Life without my husband was a pain for me and my children. I wanted a drastic change and I thought that only magic can be the only solution because he was so cruel towards me. After discussing my problem with Dr Mojo, he gave me hope that my marriage shall be restored. He gave me confidence that he will make my husband to come home and he did It! It was a great miracle, He never asked for money before helping me, all he requested for was some few items i had to purchase, and i provided these items immediately, he performed the spell and my marriage was restored immediately. His help is invaluable! I do not know what I could have done without Dr Mojo, he does his job well, his powers are so real and effective, I think he is the best caster I can count on when it comes spells, although at first I never believed in magic until I had to try, I think there are many who are depressed, desperate and want this spell to return their happiness, so I have to use this medium to reach all those who are facing one problem or the other. Contact him immediately and I can guarantee that your problems are solved. You can also contact him via emailaddress;solutioncentre1960@gmail.com website;www.drmojosolutioncentre.com, for quick response call him or message him through Whatsapp instant messenger with his number+27797427509. Good luck, i hope you find your heart desires.
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • Visit my slide to get help on issues related to your Skype http://www.slideshare.net/AolHelp/skype-customer-service-number-call-18157090055-71257704
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
Aucun téléchargement
Vues
Nombre de vues
206 265
Sur SlideShare
0
Issues des intégrations
0
Intégrations
6 181
Actions
Partages
0
Téléchargements
5 194
Commentaires
99
J’aime
2 358
Intégrations 0
Aucune incorporation

Aucune remarque pour cette diapositive

X-Marketing: The Next Rules of Marketing

  1. XMARKETING THE NEXT RULES OF MARKETING Professor Peter Fisk peterfisk@peterfisk.com theGeniusWorks.com @GeniusWorks
  2. Markets have changed. Customers have changed. Has your marketing? Have you? A new generation of businesses (new technologies, new business models, new leadership) is emerging to address a new generation of customers (new audiences, new geographies, new aspirations). Marketing exists to connect businesses and customers, in relevant and profitable ways. A new approach to marketing is therefore required. Some of the new approaches, and maybe the language, will be familiar. But not all, and not joined up as a fundamental approach to driving business performance. Together, we call it Xmarketing for experiential, expeditionary, exponential marketing. It involves a seismic shift in philosophy and practice. It fundamentally challenges every marketer who still turns first to their strategic plan. And then to their advertising agency, or even their web developer. It is fundamentally digital in mindset, but human as well as technological. It demands analytical thinking, content and networks, but also vision and creativity. It requires new types of leaders, and a new mindset for every marketer. www.theGeniusWorks.com
  3. EXPONENTIAL WORLD
  4. THE 10X RULES EXPONENTIAL WORLD
  5. THE 10X RULES EXPONENTIAL WORLD XMARKETING
  6. We live in an incredible time
  7. Volatile Uncertain Complex Ambiguous
  8. Vibrant Unreal Crazy Astounding
  9. Virtual world becomes real
  10. Spectacles to Snap
  11. Alibaba $28bn in one day
  12. Uber and beyond
  13. $85bilion to be more human
  14. Unlimited executive jets
  15. Xiaomi, the new AppleHyperloop redefines travel
  16. Quarzazate Solar Farm
  17. Your future for $99
  18. Robot heart surgery
  19. Driverless in Singapore
  20. Global internet for all
  21. Nanodegrees in the future
  22. Anything is possible
  23. Anything is possible
  24. Worldchanging decade 2010 Pop 6.9Bn GDP $63T G7 2020 Pop 7.7Bn GDP $90T E7
  25. Worldchanging decade 2010 Pop 6.9Bn GDP $63T G7 2020 Pop 7.7Bn GDP $90T E7 E7 = China, Malaysia, Chile, Poland, Peru, Mexico, Philippines
  26. Worldchanging decade 2010 Pop 6.9Bn GDP $63T G7 2020 Pop 7.7Bn GDP $90T E7
  27. Top jobs in next 5 years
  28. Megacities: 70% by 2030
  29. The new silk road
  30. Climate change: 4 degrees
  31. New geopolitics
  32. Tectonic shifts +genius
  33. East Small West Big +genius ProfitVolume
  34. Consumer Pull Individual Business Push Average +genius
  35. ImaginationCapability +genius TalentExperience ExponentialImprovement
  36. Exponential world
  37. Exponential growth
  38. Exponential growth
  39. Fingernail Notebook Hand House Earth 3folds Thickness of folder paper 7 folds 10 folds 17 folds 30 folds Exponential growth
  40. Agricultural Revolution Industrial Revolution Light bulb Moon landing WorldWide Web Human Genome 8000 years 120 years 90 years 22 years 9 years Human progress Exponential growth
  41. Exponential growth
  42. Exponential world
  43. Exponential marketing
  44. Ideas that spread
  45. Networks that multiply
  46. IDEAS NETWORKS +
  47. Addictive Ideas + Intelligent Networks = Exponential Growth Exponential marketing
  48. Innovative marketing for exponential growth ß ß ß ß ß Growth hacking Market mapping Innovative strategy Customer solutions Making it happen ß ß ß ß ß Design thinking Context framing Concept fusions Business models Accelerating action Page 16 Vision3 Vision2 Vision1 Deliverables3 Deliverables2 Deliverables1 Results3 Results2 Results1 Horizon 1 delivers excellence and quick wins Horizon 2 delivers new concepts and extensions Horizon 3 delivers breakthroughs and a new core What products and services do we bring together for our customers? Customers Communication PartnersOfferings Channels Relationships Processes Revenue streams Pricing models Coststreams 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 Resources 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? Customer BrandJobs Gains Pains What benefits does the customer expect or desire, both rational and emotional? What are the negatives in their current experience, both Rational 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? 2021 Where are the relevant high growth markets? 2018 2016 Who are the relevant high growth customers? What are the relevant high growth categories? What are the relevant high growth products/services? 2021 2016 Idea Create Improve Pivot © GeniusWorks 2016 peterfisk@peterfisk.com www.theGeniusWorks.com
  49. +genius
  50. Moonshot Factory
  51. Why be 10% better? +genius When you could be 10x better?
  52. Shaping the future +genius
  53. es 1. 23 & Me 2. Aravind 3. Editas 4. Genentech 5. Intuitive Surgical 6. Narayana Hosp 7. Organova 8. PatientsLikeMe 9. Scanadu 10. Second Sight 1. Amazon 2. Aussie Farmers 3. Etsy 4. Farfetch 5. Le Pain Quotidien 6. Pinterest 7. Positive Luxury 8. Rackuten Ichiba 9. Trader Joe’s 10. Zappos 1. Apple 2. Beauty’in 3. DJI 4. Go Pro 5. Lego 6. Method 7. Natura 8. Nike+ 9. Oculus Rift 10. Renova 1. Alibaba 2. ARM 3. Bharti Airtel 4. GE 5. Google X 6. OneWeb 7. Raspberry Pi 8. Samsung 9. Slack 10. Xiaomi 1. Aeromobil 2. Air Asia 3. Airbnb 4. CitizenM 5. Emirates 6. Kulula 7. RedBus 8. Uber 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. Brewdog 2. GrameenDanone 3. Graze 4. Juan Valdez 5. LA Organic 6. Moa Beer 7. Modern Meadow 8. Nespresso 9. Yeni Reki 10. Zespri 1. Ashmei 2. 1Atelier 3. Desigual 4. Jonny Cupcake 5. Inditex 6. Patagonia 7. Rapha 8. Shang Xai 9. Threadless 10. Tom’s 1. Aspiration 2. Fidor 3. First National 4. Moven 5. M-Pesa 6. Robinhood 7. Square 8. TransferWise 9. Umpqau 10. Zidisha 1. Al Jazeera 2. Buzzfeed 3. Netflix 4. Pledge Music 5. Red Bull 6. RiotGames 7. Snap 8. Ushahida 9. ViceMedia 10. WeChat futureproduct futurefashion futurefood futurehealth futuretech futuremakersfuturebank futuretravel N/S American brands European brands African/Arab brands Asia/Pacific brands futuremedia 1. Ashoka 2. AzuriTech 3. Graal Bio 4. IBM Watson 5. IDEO 6. Kickstarter 7. Li & Fung 8. Live Nation 9. Salesforce 10. Y Combinator 1. Bitcoin 2. Bhutan 3. City FC 4. The Elders 5. FanDuel 6. ParkRun 7. Michelle Phen 8. Planetary Res 9. Udacity 10. You futureservice futurebrands © Peter Fisk 2016 peterfisk@peterfisk.com www.theGeniusWorks.com futurestore “Gamechangers” shaking up every market
  54. audacious
  55. networked
  56. intelligent
  57. Change Why enabling
  58. collaborative
  59. © Peter Fisk 2013 Gamechangers.pro
  60. +genius Rocket’s Creative Beer
  61. © Peter Fisk 2013 Gamechangers.pro
  62. +genius Lululemon’s Yoga Beer
  63. © Peter Fisk 2013 Gamechangers.pro
  64. New Zealand’s Moa Beer
  65. © Peter Fisk 2013 Gamechangers.pro
  66. +genius Beer 52 by Subscription
  67. © Peter Fisk 2013 Gamechangers.pro How could you change your game?
  68. How could you “change your game?” © GeniusWorks 2016 peterfisk@peterfisk.com www.theGeniusWorks.com
  69. XMARKETING THE NEXT RULES OF MARKETING
  70. THE 10X RULES EXPONENTIAL WORLD
  71. The Next Rules of Marketing
  72. +genius 1. Growth Hacking
  73. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius 2021 2016 1. Growth Hacking
  74. Time Impact 10X 10% What is 10x not 10% in your business? © GeniusWorks 2016 peterfisk@peterfisk.com www.theGeniusWorks.com
  75. The Next Rules of Marketing
  76. +genius 2. Customer immersion
  77. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius CustomerBusiness 2. Customer immersion
  78. © GeniusWorks 2016 peterfisk@peterfisk.com www.theGeniusWorks.com Design thinking. Customer insight. Brand framing.
  79. The Next Rules of Marketing
  80. +genius 3. Platform innovation
  81. 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 © Peter Fisk 2015 More details in the new “Gamechangers” book +genius 3. Platform innovation
  82. 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 (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? Proposition Resources 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.theGeniusWorks.com Reinventing your business model
  83. The Next Rules of Marketing
  84. +genius 4. Brand storytelling
  85. +genius 4. Brand storytelling
  86. Customer BrandJobs Gains Pains What benefits does the customer expect or desire, both rational and emotional? What are the negatives in their current experience, both rational 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? Customer solutions that enable people to do more. © GeniusWorks 2016 peterfisk@peterfisk.com www.theGeniusWorks.com
  87. The Next Rules of Marketing
  88. +genius 5. Social influencers
  89. Movement Collaborative Customer Customer Customer Customer Customer Customer Brand- enabled community Co-enable Co-design Co-create Co-sellCo-support Co-consume 5. Social influencers
  90. Co-enable Co-design Co-create Co-sell Co-support Co-consume Collaborating with customers to achieve more. © GeniusWorks 2016 peterfisk@peterfisk.com www.theGeniusWorks.com
  91. The Next Rules of Marketing
  92. +genius 6. Enabling experiences
  93. 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 Addedvaluethrough differentiation Added value through relevance 6. Enabling experiences
  94. +genius 7. Exponential impact
  95. The Next Rules of Marketing
  96. +genius 7. Exponential impact
  97. XMARKETING THE NEXT RULES OF MARKETING
  98. THE 10X RULES EXPONENTIAL WORLD XMARKETING
  99. Exponential world
  100. Unlimited opportunity
  101. People want and expect more
  102. Complex and realtime
  103. Investors expect and want more
  104. Time to supercharge your marketing
  105. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius 2021 2016 1. Growth Hacking
  106. Experience at Starbucks Reserve
  107. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius CustomerBusiness 2. Customer immersion
  108. What’s the problem? What’s the solution?
  109. Design thinking: solving the right problem
  110. Design thinking: fast and evolving solution
  111. IT support is boring, isn’t it?
  112. For the customer, its an emergency
  113. +genius 4. Brand storytelling
  114. 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
  115. +genius Michelle Phan
  116. +genius
  117. Contagious ideas
  118. Addictive idea Influencer Influencer Influencer Advocates Advocates Advocates Networks Networks Networks Addictive ideas. Social influencers. Market mulipliers. © GeniusWorks 2016 peterfisk@peterfisk.com www.theGeniusWorks.com
  119. 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
  120. 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 © Peter Fisk 2015 More details in the new “Gamechangers” book +genius 3. Platform innovation
  121. PatientsLikeMe
  122. +genius Nespresso
  123. Nespresso
  124. Movement Collaborative Customer Customer Customer Customer Customer Customer Brand- enabled community Co-enable Co-design Co-create Co-sellCo-support Co-consume 5. Social influencers
  125. Urbanisation Carbon reduction China and India Change drivers in the automotive market AI and robotics Connected cars Supply consolidation Fuels and charging Car insurance Car design Brands to trust Owning v sharing Driverless cars
  126. +genius Tesla Motors
  127. +genius
  128. +genius
  129. Tesla Motors
  130. GE Brilliant Machines Amazon Dash instant delivery Nespresso Club Scanadu health tracking Netflix subscription Rapha Cycle Club 3D Hubs print on demand ARM technology design Tesla’s Supercharger Network Inspirations for automotive marketing
  131. 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 Addedvaluethrough differentiation Added value through relevance 6. Enabling experiences
  132. +genius Nike+ Sports not Sportswear
  133. +genius
  134. Movements – nike women
  135. +genius 7. Exponential impact
  136. Rapha is a community
  137. The 6Ds of Exponential Thinking Digitalise Deceptive Disruptive Dematerialise Demonitise Democratise © GeniusWorks 2016 peterfisk@peterfisk.com www.theGeniusWorks.com Exponential vision
  138. The 6Ds of Exponential Thinking Digitalise Deceptive Disruptive Dematerialise Demonitise Democratise © GeniusWorks 2016 peterfisk@peterfisk.com www.theGeniusWorks.com
  139. What will you do?
  140. 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
  141. +genius
  142. +genius
  143. Be bold Be brave Be brilliant
  144. Peter Fisk helps business leaders make sense of a fast-changing world, to find the best new opportunities for growth, to embrace the best new ideas through insight and creativity, to rethink their entire vision and strategy, business model and customer experience. Being 10% better is just enough to compete in today’s world, to stand still. The real question is how to be 10 times better, to get ahead, to stand out, to be the leader who helps the business create and deliver future success. Peter works across the world, helping business leaders to develop innovative strategies for business and brands. He is a thinker, advisor and practical entrepreneur. He is Professor of Strategy, Innovation and Marketing at IE Business School, one of the world’s top ranked business schools, whilst also founder and CEO of GeniusWorks, a boutique consulting firm, helping clients across every sector to make sense of fast-changing markets, and find new ways to think, compete and win. 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. As a highly experienced consultant 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 works with companies big and small, food to fashion, skincare to stock exchanges, high tech to human – and brands as diverse as Aeroflot and Banyan Tree, Coca Cola and Club Med, Cooperative and Courvoisier, Davidoff and DSM, Eczacibasi and Fat Face, Fosters and GSK, Hershey’s and Mars, M&S and Nestle, Microsoft and O2, Phillips and Philosophy, Red Bull and Sabre, Santander and Skanska, Shell and Tata, Telia and Turkcell, Unilever and VB Beer, Virgin and Visa, Vodafone and Yapi Kredi – to think bigger and smarter, develop innovative strategies, bolder brands, and accelerate growth. Peter’s new book “Gamechangers: Are you ready to change the world?” explores the next generation of business and brands, shaking up markets, innovating and winning in new ways. Based on 100 global case studies, it explores the challenges of new markets, changing customers, brand building, new business models, real-time marketing, harnessing social media, inspiring leadership and positive impact. It has been nominated for Management Book of the Year 2015. His other books include “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 building a customer-centric business, “People Planet Profit” on sustainable innovation, and “Creative Genius”, the innovation handbook for business leaders, defining what it takes to be Leonardo da Vinci in the 21st Century. Growing up in rural Northumberland, in the north of England, Peter has a love of running that has taken him from a youthful mile champion to still running every day, 35 years later. He now lives in Teddington, to the west of London, surrounded by the Royal Parks of King Henry VI and his hunting deer. He is married with two teenage daughters, who keep him real and in touch with the Snapchat, Netflix lifestyles of Gen Z. Inspired by his first job in the airline world, he loves to travel far and wide, indulge in Asian food, together with a well chilled Sauvignon Blanc. His favourite brands range from Ashmei running gear to Rapha cycle club, Paul Smith’s fashion design and House Café in Istanbul, New York’s MOMA to New Zealand’s great Moa Beer. Peter features in the Guru Radar of Thinkers50, and was described by Business Strategy Journal as “one of the best new business thinkers”. His advice is sought after by business leaders around the world, he adds specialist expertise to key projects, combining new ideas with practical action, inspiration and impact. Helping you to find your own space, to be leaders of change – to be bold, brave and brilliant. Email: peterfisk@peterfisk.com Phone: +44 7834483830 Twitter: @geniusworks Website: theGeniusWorks.com 77 Peter Fisk
  145. www.theGeniusWorks.com

×