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THINK Change your vision Focus The New Luxury of Brands

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

Publié dans : Commerce de détail, Business
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