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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
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
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
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
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
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
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: firstname.lastname@example.org Phone: +44 7834483830 Twitter: @geniusworks Website: theGeniusWorks.com 77 Peter Fisk