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Gamechangers Masterclass by Peter Fisk (Summary) at IBS 2014

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Short version at Istanbul Business School ... of the 3-Day "Gamechangers" Masterclass building on the ideas and insights in Peter Fisk's new book Gamechangers ... More info at www.Gamechangers.pro or by email peterfisk@peterfisk.com

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Gamechangers Masterclass by Peter Fisk (Summary) at IBS 2014

  1. Peter FiskFounder of GeniusWorks, and author of “Gamechangers” Professor of Strategy, Innovation and Marketing, IE Business SchoolEmail: peterfisk@peterfisk.comTwitter: @geniusworksOne-Day Masterclassat Istanbul Business School1 stDecember 2014Summary
  2. Kaleidoscope marketsInnovative strategiesChange the gameMarket makers
  3. Kaleidoscope markets
  4. Volatile Uncertain Complex Ambiguous +genius
  5. Vibrant Unreal Crazy Astounding
  6. Worldchangingdecade 2010 Pop 6.9Bn GDP $63T G7 2020 Pop 7.7Bn GDP $90T E7
  7. Worldchangingdecade 2010 Pop 6.9Bn GDP $63T G7 2020 Pop 7.7Bn GDP $90T E7
  8. Globalisation Turbulent markets New economies New business models Biotech Internet of things Clean energy Nano tech Healthcare Resource shortages Transparency Travel Climate change Urbanisation Bio diversity Population growth Agelessness Creative class Digital natives Women Mobility Open education Cloud intelligence Entrepreneurship Sustainable living Culture fusion Localness Storytelling Wellbeing Happiness Caring Tribal Authenticity Collaboration Lifetime learning Empowerment Building blocks to the future
  9. Guiyang Circle Guiyang China 106.6°E, 26.6°N 4100km radius Most of the world lives here …
  10. East Small West Big +genius Profit Volume
  11. Imagination Capability +genius Collaborative Independent Disrupting Evolving
  12. Customer Pull Relevance Business Push Average +genius
  13. Every business must change
  14. Speedboats beat fast and focused supertankers
  15. Every minute
  16. The 99 cent business model Winning in a digital world …
  17. The $900 business model Digitally enabled real world
  18. We live in a time of ‘awesomeness’
  19. Think different
  20. Can you see the man?
  21. Intelligence + Imagination
  22. RATIONALANALYTICALFOCUSED
  23. EMOTIONALINTUITIVECONNECTED
  24. What’s your “tae Kuk”?
  25. LEFT BRAIN + RIGHT BRAIN
  26. Don’t just play the game … Change the game
  27. © Peter Fisk 2013 Gamechangers.pro
  28. © Peter Fisk 2014 Gamechangers.pro 16 ways to innovate your business Brand innovation Purpose innovation Strategy innovation Concept innovation Structural innovation Process innovation Resource innovation Financial innovation Market innovation Customer innovation Experience innovation Relational innovation Pricing innovation Channel innovation Service innovation Product innovation
  29. © Peter Fisk 2014 … Extract from new book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com…. Or email: peterfisk@peterfisk.comDON’T PLAY THE GAME, CHANGE THE GAME © Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com…. Email: peterfisk@peterfisk.com …. Twitter @geniusworks
  30. es 1.23 & Me 2.Aravind 3.Epocrates 4.Genentech 5.Intuitive Surgical 6.NarayanaH 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.BhartiAirtel 4.GiffGaff 5.Google X 6.Rackspace 7.Raspberry Pi 8.Samsung 9.TencentQQ 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.ItanUnibanco 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.GraalBio 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 The Global Gamechangers.pro © Peter Fisk 2014 peterfisk@peterfisk.com
  31. Los Altos, USA 05:30 23&Me DNA Profile $99 Anne Wojcicki
  32. Ferguson, Texas 07:30 Tesla 500km, zero carbon ElonMusk
  33. Ferguson, Texas 07:30
  34. Ferguson, Texas 07:30
  35. Bogota, Colombia 07:30 Juan Valdez cafe Coffee Grower cafes Luis GenaroMunoz
  36. Bogota, Colombia 07:30
  37. Moon Bay, Barbados 08:30 AirBNB Collaborative consumption Brian cheskey
  38. New York, USA 08:30 Moven Making money simple Brett King
  39. Sao Paulo, Brazil 09:30 Beauty’in “Almetics” CristianaArcangeli
  40. Sao Paulo, Brazil 09:30
  41. Accra, Ghana 12:30 AzuriTech Pay as you go power Simon Garth
  42. Cambridge, UK 13:30 Raspberry Pi £20 circuit boards Eden Upton
  43. Paris, France 14:30 Aerolife Vapour food, zero cal Prof David Edwards
  44. Berlin, Germany 14:30 Zipcars Carshareper minute Antje danielson
  45. Beirut, Lebanon 15:30 MayrigRestaurants Armenian Culture AlineKamakian
  46. Mumbai, India 18:30 Redbus Online bus system PhanindraSama
  47. Shanghai, China 20:30 Alibabaecosystem Digital marketplace Jack Ma
  48. Beijing, China 20:30 Xiaomi MiPhonefor $99 Lei Jen, rockstarCEO
  49. Kuala Lumpur, Malaysia 20:30 Air Asia New middle travel Tony Fernandez
  50. Change Why enabling Change the game … collaborative intelligent audacious networked
  51. audacious
  52. intelligent
  53. collaborative
  54. networked
  55. Change Why enabling
  56. es 1.23 & Me 2.Aravind 3.Epocrates 4.Genentech 5.Intuitive Surgical 6.NarayanaH 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.BhartiAirtel 4.GiffGaff 5.Google X 6.Rackspace 7.Raspberry Pi 8.Samsung 9.TencentQQ 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.ItanUnibanco 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.GraalBio 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 The Global Gamechangers.pro © Peter Fisk 2014 peterfisk@peterfisk.com
  57. 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 futurestore futureproduct futurefashion futurefood futurebank futurehealth futuretech futuremakers 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 WORLD’S 100 DISRUPTIVE INNOVATORS © Pet©er P Feistekr 2 F0i1sk4 2…0 1N4e …w bEoxotrka: cwt wfrwom.G naemwe cbhoaonkg: ewrws.wp.rGo a …me. Mchoarneg inefros:. pwrwo w ….t.h MeGoreen iiunsfoW: owrwksw.c.tohmeG…en. iEumsWaiol:r pkse.tceorfmisk…@. pOert eermfiasikl:. cpoemte …rfi.s Tk@wiptteetre @rfigsekn.ciuosmworks
  58. Renova
  59. Kaleidoscope marketsChange the game
  60. Change your game 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 impact Change your relationship Change your experience RESONATE MOBILISE EXPLORE SUSTAIN AMPLIFY DISRUPT ENABLE INSPIRE
  61. 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 2014 … Extract from new book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. © Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: peterfisk@ pOert eermfiasikl:. cpoemte …rfi.s Tk@wiptteetre @rfigsekn.ciuosmworks
  62. Theme 1 … Change your future. Out-thinking the competition, with ideas that can change the world. We live in an ideas economy, with possibilities limited only by our imaginations. The past is no guide to the future. What we can do matters more than what we have done. The best companies are guided by an inspiring purpose, exploring new possibilities, being curious and connected, daring and ingenious, working from the future back, to develop more audacious and disruptive ideas, to “out-think” the competition. Key concepts to change your future: •Ideas … the power of imagination •Audacious … creating ideas with attitude •Foresight … thinking from the future back •Ambition … finding your higher purpose •Rethink … seeing things differently •Challenge … asking the right question •Creative … be curious and connected New insights from around the world: •Aeromobil … the incredible flying cars from Slovakia •Google <X> … moonshots from Silicon Valley •Li & Fung … anything is possible in Hong Kong
  63. Theme 2 … Change your market. Making sense of the kaleidoscope, to shape markets in your own vision. Finding the best opportunities for growth in connected and fragmented markets, disrupted by tectonic shifts in power and new technologies. The best companies have foresight beyond traditional borders, geograpies and categories. From masses to niches, averages to individuals, geography to global tribes. They look east and south, to digital natives and migrants, women and entrepreneurs. Key concepts to change your market: • Kaleidoscopes … making sense of changing markets • Reorder … tectonic shifts of markets • Eastwards … reawakening the Asian tiger • Southwards … Africa and Latin America • Tribes … redefining markets by attitude • Millenials … understanding generation X, Y, Z • Women … the power of female customers New insights from around the world: • Apple … designed in California, imitated in Beijing • 3D Hubs … the new Kinko’s transforming supply chains • Moven … the mobile money brand, to manage your life.
  64. Theme 3 … Change your strategy. Finding your own space, with a strategy that disrupts the future. Strategy is about finding your space in crowded and convergent markets. It cannot be an extrapolation of the past, nor a fixed point in the future. Through a more stretching vision and disruptive thinking, you choose your future – reframing your context, choosing a different audience, playing by new rules. Strategy is then about pivoting to this better place, from mediocrity to magic, staying focused yet agile as you progress. Key concepts to change your strategy: • Focus … Finding your best opportunities for growth • Break … Changing the possibilities, achieving more • Vision … Imagining a better place • Choices … Developing a winning strategy • Frame … Defining your own space • Shape … Writing the new rules of the game • Pivot … Moving from mediocrity to magic New insights from around the world: • Amazon … 20 years of customer-centric innovation • Renova … why is toilet paper white? Not in Portugal! • Umpqua Bank … world’s greatest bank, thinks different
  65. Theme 4 … Change your brand. Building brands about people not products, about making life better. Brands are about making people’s lives better. About me not you, what people want and aspire to, rather than companies and products. Brands are enriching and enabling, giving people the confidence, and helping them, to achieve more. They can reach into new spaces because they mean more. They are platforms that bring people together inside and out, engaging them in bigger ideas, collaborative and evolving over time. Key concepts to change your brand: •Purposeful … brands make life better •Essence … finding the idea that defines people •Enabling … helping people to achieve more •Activate … bringing brands to life •Platforms … creating space to explore and engage •Propositions … making brands specific and relevant •Stretch … extending brands to new markets New insights from around the world: •Corning … why glass is no longer a commodity with Gorilla Glass •Juan Valdez Cafe … Colombia’s coffee growers transform their world •Red Bull … beyond the product, air races to space jumps
  66. Theme 5 … Change your business. Innovating the whole company, from business model to customer experience. Innovation is about making the best ideas happen profitably. It uses design thinking to look beyond products, to rethink business models and customer experiences, hard and soft, and then the products and services to deliver them. Every aspect of business can be innovated, open and collaborative, simple and frugal. Innovation is driven by a human cause, to make a positive and profitable difference to our world. Key concepts to change your business: • Innovation … from better products to new markets • Create … diverge and be deviant • Design … engage with function and form • Breakthroughs … creating today and tomorrow • Integrate … innovating the whole business • Business models … defining how the business works • Better … simpler, cheaper, together New insights from around the world: • ARM … how to beat Intel with a different business model • M-Pesa … why telecoms is just the platform for much more • Spotify … rethinking the business model in music world
  67. Theme 6 … Change your story. Tuning into the customers world with real-time and relevant marketing content. Getting in sync with your customers world, engaging them in relevant and meaningful ways, about them, at the right time and place. Forget broadcast campaigns, advertising push. Think digital and physical, in context and on demand. Participation builds content that is liquid and linked, working across media, social and local, mobile and topical, articulated in stories that are authentic, collaborative, experiential and contagious. Key concepts to change your story: • In context … It’s about my world not yours • In time … Real-time marketing, fast and topical • On demand … when, where and how I want it • Moments of truth … the four resonance points • Content … Creating ideas that are liquid and linked • Storytelling … Turning ideas into memorable stories • Contagious … Catching the ideas virus New insights from around the world: • Airbnb … building a global network of spare bedrooms • Coca Cola … why content everything, liquid and linked • Rapha … the brand that every cyclist loves
  68. Theme 7… Change your experience. Delivering customer experiences that enable customers to achieve more. Customer experiences are much more than the touchpointsthat lead to a sale. That is just the beginning for the customer. They should do more, and go further. Educating or entertaining, supporting and enabling the customer to achieve more. They are intelligent and interactive, collaborative and personal. Through digital interfaces and physical theatre, big data and human service, they immerse people in brand that enables more. Key concepts to change your experience: •Enriching … educating, entertaining, and enabling more •Beyond … selling is just the beginning of what you do •Double loops … building retention, loyalty and advocacy •Personal … customizing business to make it mine •Collaborative … participating to make it ours •Intelligent … unlocking the power of big data •Alignment … bringing the whole organization together New insights from around the world: •Commonwealth … the Australian bank that is not about money •Lululemon… empowering you to do more inside •Nike+ … technology beyond shoes, enabling more
  69. Theme 8 … Change your relationship Growing further and faster, through social networks and collaboration. Customers have more in common, trust each other, and want to connect with each other much more than with any business. Advocacy, trust and loyalty between customers can be far more powerful than any CRM or loyalty card could ever achieve. Social and collaborative, brands and networks can support their desire to collaborate and share ideas, to build communities, or empowered movements with cause and passion. Key concepts to change your relationhips: • Engaging … involving and participating • Contributing … collaborating and co-creating • Sharing … renting, sharing and recommending • Contagious … viral ideas and communication • Loyalty … trust, advocacy, loyal to each other • Communities … building a network with purpose • Movements … activating a network with passion New insights from around the world: • Etsy … the world’s largest craft market • Threadless … the world’s greatest t-shirt community • Tom’s … how Argentina’s one for one became a global sensation
  70. Theme 9 … Change your results. Delivering and sustaining a positive impact, human and financial. Value creation is about more than sales, it is about sustaining long-term profitable growth, which is good financially, and good for the world. Sustaining growth means being sustainable more broadly, through circular business models, and enabling customers to be better too. Happiness and health, social and environmental. Finding growth that is good, profits that are shared, achieving more together. Key concepts to change your impact: • Impact … the real economics of business • Sustainable … driving profits and growth over time • Good … good for me and my world, social and environmental • Perpetual … embracing the circular economy • Talent … unlocking the potential of people to create the future • Multipliers … how business can unlock network effects • Leaders … the real value of leaders to business New insights from around the world: • Positive Luxury … curating a better world for luxury brands • Tesla … sexy and sustainable, ready to transform an industry • Virgin Galactic … the real ambition goes far beyond space travel
  71. Theme 10 … Change your potential. Leaders amplify the potential of their people and organisations. Leaders make organisations work. Changing the game might also require you to change your brain, to think in new ways with new people and partners. Leaders amplify the potential of others. Brands amplify the potential of customers. Networks amplify the possibilities with partners. Gamechangersare typically the speedboats, rather than the supertankers, with the speed and agility to seize the new opportunities.ofchange Key concepts to change your potential: •Amplifiers … how to multiply your impact •Leaders amplify … Enabling people to do more •Brands amplify … Enabling customers to do more •Networks amplify … Enabling partners to do more •Speedboarsand supertankers •Small companies can be Gamechangers •Big companies can be Gamechangers New insights from around the world: •How to get started •How to change your business •How to reach for the stars •How to make it happen •How to be bold, brave and brilliant
  72. Business narrow view Your narrow view Customer broader view You Customer Seeing things differently Thinking different things
  73. The customer’s world
  74. © GeniusWorks 2013 The customer agenda
  75. Gen X Born 1965-1980 50 million Influenced by fall of Berlin Wall, capitalism, Live Aid Open-minded, practical and pragmatic Self-reliant, reject the rules, what’s in it for me Career professionals, but also seek work-life “balance” Computer adopters, emailers, but like face to face Changing attitudes
  76. Gen X Gen Y Born 1965-1980 50 million Born 1980-1995 75 million Influenced by fall of Berlin Wall, capitalism, Live Aid Open-minded, practical and pragmatic Self-reliant, reject the rules, what’s in it for me Career professionals, but also seek work-life “balance” Computer adopters, emailers, but like face to face Influenced by 9/11, reality TV, and social media Ethnically diverse, realistic and optimistic Self-inventive, rewrite the rules, make the most of life Seek freedom and flexibility, work “with” not for company Digital natives, big textersand social media users Changing attitudes
  77. Gen X Gen Y Gen Z Born 1965-1980 50 million Born 1980-1995 75 million Born 1995-2010 100 million Influenced by fall of Berlin Wall, capitalism, Live Aid Open-minded, practical and pragmatic Self-reliant, reject the rules, what’s in it for me Career professionals, but also seek work-life “balance” Computer adopters, emailers, but like face to face Influenced by 9/11, reality TV, and social media Ethnically diverse, realistic and optimistic Self-inventive, rewrite the rules, make the most of life Seek freedom and flexibility, work “with” not for company Digital natives, big textersand social media users Influenced by economic and climate crisis, Arab spring Global minded, caring and opportunistic Collective, don’t know the rules, “in it” together Seek security and stability, multi-takers, project workers Digitally immersed, driven by mobile and crowd behaviour Changing attitudes
  78. IT support is boring, isn’t it?
  79. For the customer, its an emergency
  80. Business narrow view Your narrow view Customer broader view You Customer Seeing things differently Thinking different things
  81. Kaleidoscope marketsInnovative strategiesChange the game
  82. Time to think bigger
  83. Google <X> Moonshotfactory
  84. “Why focus on 10% better… why not 10 x better?”
  85. Brands Resonate Innovate Enable Connect Brands are about people not products, about people’s lives and dreams, not ownership … 1. Brands … Change your purpose
  86. Business narrow view Your narrow view Customer broader view You Customer Seeing things differently Thinking different things
  87. Brands Resonate Innovate Enable Connect 5 practical approaches to make happen
  88. Why would they recommend us to others? Comparative Brand purpose
  89. DEFINING YOUR INSPIRING PURPOSE © Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: peterfisk@peterfisk.com …. Twitter @geniusworks What do we enable people to do? How can they do it better with us? Why would they recommend us to others? Comparative
  90. Brands Resonate Innovate Enable Connect Innovate the business model and customer experience, connecting the best ideas together … 2. Innovate … Change your business
  91. Make and distribute business model egCocaColaMicrosoft Spectrum retail business model egAmazon Marks & Spencer Make and sell direct business model egBMW, HSBC Niche retail business model egToysRUs, Wiggle License to make business model egARM, Ed Hardy Curated retail business model egFab, Positive Luxury Membership club business model egCostco, Quintessentially Crowdfunded ventures business model egKickstarter, Zidisha Opensourced community business model egRedHat, MySQL Subscription payment business model egFT.com, Graze Buyer and seller marketplace business model egEtsy, NYSE Micro payments business model egFlattr GrameenDanone Collaborative consumption business model egBuzzcar, Regus Regular Replacement business model egGillette, Nespresso Branded Consortia business model egCisco, Spar Advertising or Sponsorship business model egGoogle, Metro Newspapers Listed or Promoted business model egMonster Linkedin Network builders business model egHotmail, Twitter Demand then Made business model egZaoZao, Threadless Auction retail business model egeBay, Sotheby Knowledge and time business model egMcKinsey, Harvard Franchised retail business model egMcDonalds, Subway Certification and endorsement business model egISO, Verisign Remainder retail business model EgSaks, VentePrivee Multulevel marketing business model egTupperware, Natura Group buying business model egGroupon, Huddlebuy Reverse auction business model egPriceline Freemarkets Shared rental business model egZilok, Hilton Tradeable currency business model egBitcoin Air Miles Freemium pay within business model egAngry Bird, Coursera Transaction facilitator business model egPaypal, Visa Pay as you go business model egAzuriTech Techshop Dynamic pricing business model egExpedia, Uber Reputation builders business model egTripadvisor, PaywithaTweet Customer data business model egFacebook, 23andMe Non-profit business business model egOxfam Wikipedia Maker models Channel models Crowd models Payment models Exchange models Asset models New business models
  92. © Peter Fisk 2014 … Extract from new book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Or email: peterfisk@peterfisk.com REDESIGN YOUR BUSINESS MODEL © Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: peterfisk@peterfisk.com …. Twitter @geniusworks Resources Partners Costs What are the business requirements, from raw materials that is responsibly sourced, to business infrastructure to deliver in each market? Who are the right partners to deliver our vision better eg with the right capabilities, connections, investment, and talent to make it happen? What are the significant cost streams involved in creating and delivering our propositions? Proposition Products and Services What are the value propositions (based around distinctive benefits, supported by the brand) to engage each customer segment? How will we deliver each of the propositions to each customer – through configurations of products or customised solutions? Customers Networks Revenues Who are the target customers (consumers), and what defines them (eg needs, attitudes, location etc). There may be multiple segments? What are the networks (communities,social media, distributors, licensees etc) which amplify the potential of our brands and market reach? What are the significant revenue streams we can create through our propositions and networks? Profit Adapting the configuration of each aspect of this business model in order to find the best combinations for sustainable, profitable growth
  93. Brands Resonate Innovate Enable Connect Engage people in relevant, personal, topical ways … Marketing is “real time” and about real things … 3. Resonate … Change your marketing
  94. Personal marketing Social marketing Story marketing Real-time marketing Brand Relevant propositions Enabling experience Resonance marketing
  95. Brands Resonate Innovate Enable Connect Deliver experiences that enable people to use products better … enable them to achieve more 4. Enable … Change your experience
  96. 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 Added value through differentiation Added value through relevance Enabling experiences
  97. © Peter Fisk 2014 … Extract from new book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Or email: peterfisk@peterfisk.com REFRAME YOUR CUSTOMER EXPERIENCE © Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: peterfisk@peterfisk.com …. Twitter @geniusworks What do your target customers want? How can you innovate their experience?
  98. Brands Resonate Innovate Enable Connect Connect people with others like them … Communities of interest; Movements with purpose 5. Connect … Change your relationship
  99. Movement Collaborative Customer Customer Customer Customer Customer Customer Brand- enabled community Co-enable Co-design Co-create Co-sell Co-support Co-consume Customer movements
  100. © Peter Fisk 2014 … Extract from new book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Or email: peterfisk@peterfisk.com REFOCUS YOUR MARKET-DRIVEN STATEGY © Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: peterfisk@peterfisk.com …. Twitter @geniusworks Where to focus How to compete What to do to win Market space Change the game Target markets Distinctive assets What is your distinctive space in the world – how will you define it, the business that you are in? How will you play a different “game” in the market, disruptively and distinctively? What are the potential new opportunities for customers, and the benefits they would deliver? Making the strategic choices about where you will focus, to shape the future in your own vision Making the strategic choices about how you will compete and succeed in this space Making the strategic choices about what you will need to change, develop and deliver over time Pivot points Horizon planning What are the big moments on this journey, the most dramatic shifts, the key deliverables? What do you have (ideas, partners, brands, networks etc) that enables you to do this better? What are the big (typically 3) phases (over the next 1-5 years) to deliver this strategy?
  101. Brands Resonate Innovate Enable Connect 5 practical approaches to make happen
  102. Kaleidoscope marketsInnovative strategiesChange the gameMarket makers
  103. Aeromobil
  104. es 1.23 & Me 2.Aravind 3.Epocrates 4.Genentech 5.Intuitive Surgical 6.NarayanaH 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.BhartiAirtel 4.GiffGaff 5.Google X 6.Rackspace 7.Raspberry Pi 8.Samsung 9.TencentQQ 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.ItanUnibanco 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.GraalBio 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 The Global Gamechangers.pro © Peter Fisk 2014 peterfisk@peterfisk.com
  105. YeniRaki
  106. Pinar Labne
  107. ISKO denim
  108. Ininal
  109. Trendyol
  110. Vodafone
  111. © GeniusWorks 2014. All rights reserved. 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 sustained value creation
  112. sustained value creation CompanyLocationSectorTSRMarket Value 1. PharmacyclicsUSABiopharma166.3%$7.8bn 2. GungHoEntertainmentJapanGaming138.5%$8.3bn 3. Galaxy EntertainmentHong KongCasinos130.9%$37.9bn 4. Jazz PharmaceuticalsIrelandBiopharma130.9%$7.3bn 5. Avis BudgetUSATravel 125.1%$4.3bn 6. Great Wall MotorsChinaAuto109.0%$16.8bn 7. HexpolSwedenChemicals101.3%$2.6bn 8. Sirius XM RadioUSAMedia96.9%$21.4bn 9. Plastic OmniumFranceAuto parts95.6%$4.1bn 10. Brilliance China Hong KongAutomotive94.6%$8.2bn (Selected other companies) TencentChinaMedia58.7%$117.6bn AmazonUSARetail50.7%$182.5bn AppleUSATechnology46.7%$500.7bn VolkswagenGermanyAuto43.7%$130.8bn Sources: S&P, Thomson Reuters, Bloomberg, BCG TSR = 5 year total shareholder return (shares and dividends), 2009-2013 Market values as at 31 December 2013.
  113. heads up!
  114. Command Control Connect Catalyse Communicate Coach leadership attributes
  115. 2C Conventional leaders “top of the pyramid” Innovative leaders “hub of the network” 4C 2C to 4C leadership
  116. Command Control 2C leadership
  117. Connect Catalyse Communicate Coach 4C leadership
  118. Catalyse leader as catalyst
  119. “The consumer is our boss … Everything we do should be centred around added more value to consumers … working with them to achieve it” AG Lafley CEO P&G
  120. Communicate leader as communicator
  121. “I can’t sit in headquarters and pretend I’m in touch. Odds are, what we’re using today will be obsolete in a few years. The past is never the - future. But it’s easy to get caught up in the present” Marc Benioff, CEO Salesforce.com
  122. Connect leader as connector
  123. "We do not innovate around products, but around a flow or well- being experiences. Innovation is done by biologists, pharmacists, marketers, sociologists, psychologists” Victor Fernandes, Natura Cosmetics
  124. Coach leader as coach
  125. +genius “If you want to be an entrepreneur, go create your own business If you want to work in a big company, you win by helping your colleagues to do more” Meg Whitman CEO, HP
  126. 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
  127. Leaders amplify the potential of others
  128. Create the future in your own vision
  129. PETER FISK is a bestselling author, inspirational keynote speaker and expert consultant in helping leaders to develop innovative strategies for business and brands. He is Professorof 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 brandstrategies. He features on the Thinkers 50 “Guru Radar” as one of the best new business thinkers. Having trained as anuclear physicist,Petermoved tomanaging brandslike 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 authorityon what's best and next in business and markets. Finding his own space, he founded GeniusWorks, with offices in Londonand 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, bolderbrands, 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 wasfollowed by five others –“Business Genius” on leadership andstrategy, “Customer Genius” on customers and experiences, “People Planet Profit” on sustainable innovation -and most recently "Creative Genius" defining what it takes to beLeonardo da Vinci in the 21 Century. His new book"Gamechangers ... Are you ready to change the world?" is published in late 2014, based on extensive research into the 120 companies who are shaking up markets, and making sense ofhow they innovate and win. It explores the challenges of new markets, changing customers, brand building,digital media, new business models, inspiring leadership and positiveimpact. Peter was described by Business Strategy Journal as "one of the best new business thinkers". He is thoughtful and practical, combining high-energy keynotes with high-impact workshops. Each one is uniquely designed for the specific audience, their issues and aspirations. Helping people to find their own space, to be leaders of change -to be bold, brave and brilliant. Find out more Email: peterfisk@peterfisk.com Phone: +44 7834483830 Twitter: @geniusworks Website: www.theGeniusWorks.com Next Book: www.Gamechangers.pro
  130. Gamechanging strategies Collaborative discovery Possibility focused Leadership teams 3 intensive days We develop theright approach for your business, working collaborativelyto achieve your objectives better, faster. We combine a wide range of processes and tools, insightsand ideas, people and partners Innovative solutions Deep insights, big ideas Customer experiences High energy workshops 8-12 day projects Brand blueprinting Portfolio and architecture Essence and propositions Experience delivery 15-75 day projects Engaging your people in a future vision … developing a new business strategy … driving creativity and innovation … developing a new brand … solving a complex problem fast … building your team ACCELERATING GROWTH …strategy, brand and innovation consulting peterfisk@peterfisk.com www.theGeniusWorks.com
  131. DEVELOPING PEOPLE …seeing things differently, thinking different things +genius peterfisk@peterfisk.com www.theGeniusWorks.com
  132. Email: peterfisk@peterfisk.com Website: www.theGeniusWorks.com New book: www.Gamechangers.pro Twitter: @geniusworks

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