Be the Gamechanger: Rethinking Marketing in a Fast-Changing World

BE THE +genius GAMECHANGER Peter Fisk, Cambridge, July 2015 theGeniusWorks.com @geniusworks BE THE Rethinking marketing in a fast-changing world

Change the gameKaleidoscope world Be the GamechangerRethink marketing

Kaleidoscope world +genius

Kaleidoscope change

New opportunities to grow +genius

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 +genius

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

East Small West Big RelevantAverage © Peter Fisk 2015

Speedboats beat fast and focused supertankers

ImaginationCapability CollaborativeIndependent DisruptingEvolving © Peter Fisk 2015

Customers in control +genius

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

Change the gameKaleidoscope world

The Gamechangers +genius

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 +genius

Audacious ideas +genius

Ideas economy

10 times not 10% +genius

Redefining markets

Shaping the future +genius

“Gamechangers are the new breed of brands and businesses rising out of the maelstrom of economic and technological change” +genius

+genius Think Nespresso

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

+genius Think Tesla

+genius

“The new disruptive innovators transform their markets not just products and services

+genius Think Genentech

+genius

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 futurefoodfuturestore futurehealth futuretech futuremakersfuturebank 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 peterfisk@peterfisk.com 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

Change the gameKaleidoscope world Rethink marketing

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

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

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

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

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

+genius Harley Davidson

Harley Owners Group

“Building brands about people not products, aspirations not egos … about making life better +genius

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

Nike

Nike+

© Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink markets Geography Category Segment Channel Geography Category Segment Channel Geography Category Segment Channel

+genius Beauty’in

Beauty’in

“Innovating the whole business… from business model tocustomer experience”

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

+genius

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

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

“Delivering and sustaining a positive impact … personal, social and financial”

Change the gameKaleidoscope world Be the GamechangerRethink 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 FUTURELABBRANDLAB CREATIVELABPERFORMANCELAB +genius

+genius

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. +genius

+genius Find out more Email: peterfisk@peterfisk.com Phone: +44 7834483830 Twitter: @geniusworks Website: www.theGeniusWorks.com