mentoring - geniusworks · • developing integrated advertising/marketing campaigns • extending...
TRANSCRIPT
ceo
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mentoring by peter fisk
edde sands, 22 march 2012
workbook for session 2
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Strategy … Business strategy and Growth wheel
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Marketing … Communication and social media
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Experiences … Engaging and enabling custemers
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Leadership … Leaders, Change and Performance
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ceo mentoring
Strategy … How to develop clearer direction and focus • Focusing on the best markets, categories and segments
• Focusing on the best value discipline for differentiation
• Focusing on the best initiatives for profitable growth
Marketing … how to market and sell your business better • Developing integrated advertising/marketing campaigns
• Extending and managing distribution channels and sales
• Exploiting digital/mobile technologies and social media
Experience … How to deliver great customer experiences • Designing a more engaging experience for your customers
• Engaging your people to serve and support customers better
• Building relationships and communities which customers value
Leadership … How to drive change and inspire your people • Understanding your strengths as a leader and manager
• Driving effective change that engages and delivers impact
• Managing a business for high performance and value creation
Long-term >1 year Short-term <1 year
Ch
all
en
ge
s
Op
po
rtu
nit
ies
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Business Priorities 9
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Business strategy
© GeniusWorks 2012. All rights reserved.
Business Strategy
Where
should we
compete?
How
should we
different?
What should
we do
to win?
Where I will focus: What makes me different: How I will make money:
10
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New whitespaces
© GeniusWorks 2012. All rights reserved.
Customers
Countries
Capabilities
Categories
11
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Market Mapping
© GeniusWorks 2012. All rights reserved.
Profit potential Low High
Ma
rke
t g
row
th
Lo
w
Hig
h
12
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Value disciplines
© GeniusWorks 2012. All rights reserved.
Product leadership
Customer intimacy Operational excellence
13
GROWTH WHEEL
Operational
Growth
Innovative
Growth Structural
Growth
Marketspace
Growth
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© GeniusWorks 2012. All rights reserved.
14
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Co-marketing
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15
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Experience design
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16
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Make it happen now!
© GeniusWorks 2012. All rights reserved.
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Relationships
as
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
43 44
Maintain
confidence
45 46 47
Get our
there
48 49
Communities
Customer
as
Participant
Brands
as
Ideas
Solutions
as
Enablers
Pricing
as
Context
Distribution
as
Partners
as
Engagement
Changed
priorities
Win and
winback
Retain and
grow
1
8
15
22
29
36
Accelerate
2
9
16
23
30
37
3
10
17
24
31
38
Tell a
different
story
4
11
18
25
32
39
Reengineer to
price points Share risk
Go green
now
5
12
19
26
33
40
6
13
20
27
34
41
Profit
Relationship
building
7
14
21
28
35
42
Communication
Collaborative
17
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© GeniusWorks 2012. All rights reserved.
Business brainscan 18
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© GeniusWorks 2012. All rights reserved.
Leadership brainscan 19
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© GeniusWorks 2012. All rights reserved.
Priority actions
Urgent Less urgent Very urgent
Imp
ort
an
t Ve
ry I
mp
ort
an
t L
ess
Imp
ort
an
t
20
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Peter Fisk is a best-selling author and inspirational speaker, a strategic consultant to leading
companies around the world and a business entrepreneur.
Peter leads GeniusWorks, a strategic innovation business based in London and Budapest,
Istanbul and Dubai, that works with senior management to “see things differently” – to develop
and implement more inspired strategies for brands, innovation and marketing. Gamechanger is
a strategy accelerator for leadership teams, Innolab is a facilitated innovation process based on
deep customer insights and creative thinking, and BrandVision is a platform to develop better
brands and brand portfolios.
His best-selling book Marketing Genius explores the left and right-brain approaches to
competitive success, and has been translated into more than 35 languages. Customer Genius
describes how to build a customer-centric business, Business Genius is about inspired
leadership and strategy, Creative Genius is the innovation guide for border crossers and game-
changers, whilst People Planet Profit explains how to grow, whilst doing good ethically, socially
and for the environment.
Peter grew up in the remote farming community of Northumberland, in the North East of
England, and after exploring the world of nuclear physics, joined British Airways at a time when
it was embarking upon becoming “the world’s favourite airline” with a cultural alignment
around customers.
He went on to work with many of the world’s leading companies, helping them to grow more
profitably by becoming more customer-centric in their structure, operations and leadership. He
works across sectors, encouraging business leaders to take a customer perspective, and
learning from different types of experiences. His clients include American Express and Aeroflot,
Coca Cola and Cemex, Lastminute.com and Marks & Spencer, Microsoft and O2, Orange and
Red Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra and Virgin, Vodafone and
Volkswagen.
He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largest
marketing organisation. He led the strategic marketing consulting team of PA Consulting Group,
and was MD of Brand Finance before founding his own business. He was recently described by
Business Strategy Review as “one of the best new business thinkers” and is in demand around the
world as an expert advisor and energising speaker.
.
@geniusworks
www.theGeniusWorks.com
Peter Fisk