gamechangers masterclass by peter fisk (summary) at ibs 2014

Peter Fisk

Founder of GeniusWorks, and author of “Gamechangers”

Professor of Strategy, Innovation and Marketing, IE Business School

Email: [email protected] Twitter: @geniusworks

One-Day Masterclass at Istanbul Business School

1 st December 2014

Summary

Kaleidoscope markets

Innovative strategies

Change the game

Market makers

Volatile

Uncertain

Complex

Ambiguous

+genius

Vibrant

Unreal

Crazy

Astounding

Worldchanging decade

2010

Pop 6.9Bn

GDP $63T

G7

2020

Pop 7.7Bn

GDP $90T

E7

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

Guiyang Circle

Guiyang

China106.6° E, 26.6° N

4100km radius

Most of the worldlives here …

East

Small

West

Big

+genius

ProfitVolume

ImaginationCapability

+genius

CollaborativeIndependent

DisruptingEvolving

Customer

Pull

Relevance

Business

Push

Average

+genius

Every business must change

Speedboats beat

fast and focused

supertankers

Every minute

The 99 cent business model

Winning in a digital world …

The $900 business model

Digitally enabled real world

We live in a time of

‘awesomeness’

Think different

Can you see the man?

Intelligence + Imagination

RATIONAL

ANALYTICAL

FOCUSED

EMOTIONAL

INTUITIVE

CONNECTED

What’s your “tae Kuk”?

LEFT BRAIN + RIGHT BRAIN

Don’t just play the game …

Change the game

© Peter Fisk 2013

Gamechangers.pro

© 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

© Peter Fisk 2014 … Extract from new book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Or email: [email protected]

DON’T PLAY THE GAME, CHANGE THE GAME

© Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: [email protected] …. Twitter @geniusworks

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

The Global Gamechangers.pro

© Peter Fisk 2014

[email protected]

Los Altos, USA05:30

23&Me

DNA Profile $99

Anne Wojcicki

Ferguson, Texas07:30

Tesla

500km, zero carbon

Elon Musk

Ferguson, Texas07:30

Bogota, Colombia07:30

Juan Valdez cafe

Coffee Grower cafes

Luis Genaro Munoz

Bogota, Colombia07:30

Moon Bay, Barbados08:30

AirBNB

Collaborative consumption

Brian cheskey

New York, USA08:30

Moven

Making money simple

Brett King

Sao Paulo, Brazil09:30

Beauty’in

“Almetics”

Cristiana Arcangeli

Sao Paulo, Brazil09:30

Accra, Ghana12:30

Azuri Tech

Pay as you go power

Simon Garth

Cambridge, UK13:30

Raspberry Pi

£20 circuit boards

Eden Upton

Paris, France14:30

Aerolife

Vapour food, zero cal

Prof David Edwards

Berlin, Germany14:30

Zipcars

Carshare per minute

Antje danielson

Beirut, Lebanon15:30

Mayrig Restaurants

Armenian Culture

Aline Kamakian

Mumbai, India18:30

Redbus

Online bus system

Phanindra Sama

Shanghai, China20:30

Alibaba ecosystem

Digital marketplace

Jack Ma

Beijing, China20:30

Xiaomi

MiPhone for $99

Lei Jen, rockstar CEO

Kuala Lumpur, Malaysia20:30

Air Asia

New middle travel

Tony Fernandez

Change

Whyenabling

Change the game …

collaborative

intelligent

audacious

networked

audacious

intelligent

collaborative

networked

Change

Whyenabling

es

1. 23 & Me

2. Aravind

3. Epocrates

4. Genentech


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



futuretravel


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



© Peter Fisk 2014

[email protected]

es

1. 23 & Me

2. Aravind

3. Epocrates

4. Genentech


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



futuretravel


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


WORLD’S 100 DISRUPTIVE INNOVATORS

© Peter Fisk 2014 … Extract from new book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Or email: [email protected]© Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: [email protected] …. Twitter @geniusworks

Renova

Kaleidoscope markets Change the game

Change your gameChange your game

THINKChange your

vision

Change your

story

Change your

market

Change your

strategy

Change your

brand

DESIGNChange your

business

Change your

potential

Change your

impact

Change your

relationship

Change your

experience

RESONATE

MOBILISE

EXPLORE

SUSTAIN

AMPLIFY

DISRUPT

ENABLE

INSPIRE

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 …. Or email: [email protected]© Peter Fisk 2014 … New book: www.Gamechangers.pro …. More info: www.theGeniusWorks.com …. Email: [email protected] …. Twitter @geniusworks

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

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


• 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.

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


• Amazon … 20 years of customer-centric innovation

• Renova … why is toilet paper white? Not in Portugal!

• Umpqua Bank … world’s greatest bank, thinks different

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


• 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

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


• 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

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


• Airbnb … building a global network of spare

bedrooms

• Coca Cola … why content everything, liquid and

linked

• Rapha … the brand that every cyclist loves

Theme 7 …

Change your experience.

Delivering customer experiences that enable

customers to achieve more.

Customer experiences are much more than the

touchpoints that 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


• Commonwealth … the Australian bank that is not about

money

• Lululemon … empowering you to do more inside

• Nike+ … technology beyond shoes, enabling more

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


• 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

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


• 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

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.

Gamechangers are typically the speedboats, rather than the

supertankers, with the speed and agility to seize the new

opportunities.of change

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

• Speedboars and supertankers

• Small companies can be Gamechangers

• Big companies can be Gamechangers


• 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

Business

narrow

view

Your

narrow

view

Customer

broader

view

You Customer

Seeing things differently

Thinking different things

The customer’s world

© GeniusWorks 2013

The customer agenda

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

Gen

XGen

Y

Born

1965-1980

50 million

Born

1980-1995

75 million




pragmatic







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 texters and

social media users

Changing attitudes

Gen

XGen

YGen

Z

Born

1965-1980

50 million

Born

1980-1995

75 million

Born

1995-2010

100 million




pragmatic







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 texters and

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

IT support is boring, isn’t it?

For the customer, its an emergency

http://images.google.co.uk/imgres?imgurl=http://www.spacepod.org/photolog/photos/200407241910/msg-61331-1.jpg&imgrefurl=http://www.spacepod.org/photolog/archives/001255.html&h=640&w=480&sz=72&tbnid=69U2XLJnDdhhNM:&tbnh=135&tbnw=101&hl=en&start=87&prev=/images?q=geek+squad&start=80&svnum=10&hl=en&lr=&safe=off&sa=N

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Business

narrow

view

Your

narrow

view

Customer

broader

view

You Customer





Change the game

Time to think bigger

Google <X> Moonshot factory

“Why focus on 10% better

… why not 10 x better?”

Brands

Resonate

Innovate

Enable

Connect

Brands are about people

not products, about

people’s lives and dreams,

not ownership …

1. Brands … Change your purpose

Business

narrow

view

Your

narrow

view

Customer

broader

view

You Customer



Brands

Resonate

Innovate

Enable

Connect

5 practical approaches to make happen

Why would they

recommend us

to others?

Co

mp

ara

tive

Brand purpose

DEFINING YOUR INSPIRING PURPOSE


What do we

enable

people

to do?

How can they

do it better

with us?

Why would

they recommend

us to others?

Co

mp

ara

tive

Brands

Resonate

Innovate

Enable

Connect

Innovate the business

model and customer

experience, connecting

the best ideas together …

2. Innovate … Change your business

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

New business models


REDESIGN YOUR BUSINESS MODEL


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

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

Personal

marketin

g

Social

marketin

g

Story

marketin

g

Real-time

marketin

g

Brand

Relevant

propositions

Enabling

experience

Resonance marketing

Brands

Resonate

Innovate

Enable

Connect

Deliver experiences that

enable people to use

products better … enable

them to achieve more

4. Enable … Change your experience

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

Ad

de

d v

alu

e t

hro

ug

h

dif

fere

nti

ati

on

Added value through

relevance

Enabling experiences


REFRAME YOUR CUSTOMER EXPERIENCE


What do your target

customers want?

How can you innovate their experience?

Brands

Resonate

Innovate

Enable

Connect

Connect people with

others like them …

Communities of interest;

Movements with purpose

5. Connect … Change your relationship

MovementCollaborative

Customer

CustomerCustomer

CustomerCustomer

Customer

Brand-

enabled

community

Co-enable Co-design

Co-create

Co-sellCo-support

Co-consume

Customer movements


REFOCUS YOUR MARKET-DRIVEN STATEGY


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?

Brands

Resonate

Innovate

Enable

Connect

5 practical approaches to make happen



Change the game

Market makers

Aeromobil

es

1. 23 & Me

2. Aravind

3. Epocrates

4. Genentech


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



futuretravel


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



© Peter Fisk 2014

[email protected]

Yeni Raki

Pinar Labne

ISKO denim

Ininal

Trendyol

Vodafone

© 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

sustained value creation

Company Location Sector TSR Market Value

1. Pharmacyclics USA Biopharma 166.3% $7.8bn

2. GungHo Entertainment Japan Gaming 138.5% $8.3bn

3. Galaxy Entertainment Hong Kong Casinos 130.9% $37.9bn

4. Jazz Pharmaceuticals Ireland Biopharma 130.9% $7.3bn

5. Avis Budget USA Travel 125.1% $4.3bn

6. Great Wall Motors China Auto 109.0% $16.8bn

7. Hexpol Sweden Chemicals 101.3% $2.6bn

8. Sirius XM Radio USA Media 96.9% $21.4bn

9. Plastic Omnium France Auto parts 95.6% $4.1bn

10. Brilliance China Hong Kong Automotive 94.6% $8.2bn

(Selected other companies)

Tencent China Media 58.7% $117.6bn

Amazon USA Retail 50.7% $182.5bn

Apple USA Technology 46.7% $500.7bn

Volkswagen Germany Auto 43.7% $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.

heads up!

Command Control Connect

Catalyse Communicate Coach

leadership attributes

2C

Conventional leaders

“top of the pyramid”

Innovative leaders

“hub of the network”

4C

2C to 4C leadership

Command Control

2C leadership

ConnectCatalyse

Communicate

Coach

4C leadership

Catalyse

leader as catalyst

“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

Communicate

leader as communicator

“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

Connect

leader as connector

"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

Coach

leader as coach

+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

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

Leaders amplify

the potential of others

Create the future in

your own vision

PETER FISKis a bestselling author, inspirational keynote speaker and expert consultant in helping leaders

to develop innovative strategies for business and brands.

He is 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 published in late

2014, based on extensive research into the 120 companies who are shaking up markets, and

making sense of how they innovate and win. It explores the challenges of new markets,

changing customers, brand building, digital media, new business models, inspiring

leadership and positive impact.

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: [email protected]

Phone: +44 7834483830

Twitter: @geniusworks

Website: www.theGeniusWorks.com

Next Book: www.Gamechangers.pro

Gamechanging strategies

Collaborative discovery

Possibility focused

Leadership teams

3 intensive days

We develop the right approach for your business, working

collaboratively to achieve your objectives better, faster.

We combine a wide range of processes and tools,

insights and 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

[email protected]

www.theGeniusWorks.com

DEVELOPING PEOPLE … seeing things differently, thinking different things

[email protected]

www.theGeniusWorks.com

Email: [email protected]

Website: www.theGeniusWorks.com

New book: www.Gamechangers.pro

Twitter: @geniusworks

gamechangers masterclass by peter fisk (summary) at ibs 2014

Business

game peter fisk

business schoolemail

business modeldigitally

game change

cent business modelwinning

new book

digital world

real world