winning in kaleidoscope markets by peter fisk
TRANSCRIPT
Making new markets
Kaleidoscope markets
Be a gamechanger
Look into your future
Relentless change
fragmentation
Power shifts
New orders
Volatile
Uncertain
Complex
Ambiguous
+genius
Vibrant
UnREAL
Crazy
Astounding
+genius
Kaleidoscope markets
In the kaleidoscope
2010
Pop 6.9Bn
GDP $63T
G7
2020
Pop 7.7Bn
GDP $90T
E7
Markets are being radically shaken up
Not in a linear, predictable way
But like a kaleidoscope …
How will the shake-up shape
your market?
Connected, fragmented
Nobody is average
Finding the new growth
consumers in control
Imitation is instant
personalise
east
small
ideas
focus
Automate
west
big
capability
scale
+genius
“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,
Salesforce.com
deviant
we
relevant
enable
collaborate
consistent
me
different
deliver
individual
+genius
"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
agile
transform
imagination
Value creation
amplify
stabile
improve
experience
Size matters
lead
+genius
“The consumer is our
boss …
Everything we do
should be centred
around added more
value to consumers
… working with them
to achieve it”
AJ Lafley
CEO P&G
Business
narrow
view
Your
narrow
view
Client
broader
view
You Client
Seeing things differently
Thinking different things
From “Gamechangers” by Peter Fisk
© GeniusWorks 2013
Making new markets
the next generation
business
Thinking different
See things different
Seize the change
To make new markets
In your own vision
23&Me
DNA Profile $99
Anne Wojcicki
Juan Valdez cafe
Coffee Grower cafes
Luis Genaro Munoz
Moven
Human direct bank
Brett King
GRAAL BIO
ALTERNATIVE ENERGY
BERNADO GRADIN
ASHMEI
PREMIUM SPORTSWEAR
STUART BROOKES
RASPBERRY PI
£20 circuit boards
EDEN UPTON
RENOVA
COLOUR TOILET PAPER
PAULO MP DE SILVA
AZURI TECH
Pay as you go power
Simon Garth
zidisha
P2p lend to FArmers
Julia Jurnia
MAYRIG RESTAURANT
ARMENIAN CULTURE
ALINE KAMAKIAN
REDBUS INDIA
Online bus system
PHANINDRA SAMA
Narayana hospitals
AFFORDABLE SURGERY
Dr DAVI SHETTY
Li & Fung
global supply network
Bruce Rockowitz
alibaba
digital marketplace
Jack ma
AIR ASIA
new middle travel
Tony Fernandez
ZESPRI
WORLD’s best KIWIs
LAIN JAGER
Be a gamechanger
Change your
purpose
• Big idea
• Brands
• Characters
• Stories
• Themes
How to change the game?
Context
innovation
• Enhancing
• Collaborating
• Personalising
• Simplifying
• Reframing
Change your
purpose
Change your
context
• Big idea
• Brands
• Characters
• Stories
• Themes
Context
innovation
Product
innovation
• Enhancing
• Collaborating
• Personalising
• Simplifying
• Reframing
Change your
purpose
Change your
context
Change your
experience
• Big idea
• Brands
• Characters
• Stories
• Themes
• Enriching
• Humanising
• Streamlining
• Connecting
• Enabling more
Context
innovation
Product
innovation
Business
innovation
• Enriching
• Humanising
• Streamlining
• Connecting
• Enabling more
• Enhancing
• Collaborating
• Personalising
• Simplifying
• Reframing
• Enlarging
• Emotionalising
• Amplifying
• Enlarging
• Mobilising
Change your
purpose
Change your
context
Change your
experience
Change your
business
• Big idea
• Brands
• Characters
• Stories
• Themes
Context
innovation
Product
innovation
Value
innovation
Business
innovation
• Enriching
• Humanising
• Streamlining
• Connecting
• Enabling more
• Winning
• Enabling
• Sustaining
• Growing
• Amplifying
• Enhancing
• Collaborating
• Personalising
• Simplifying
• Reframing
• Extending
• Partnering
• Subscribing
• Licensing
• Reconfiguring
Change your
purpose
Change your
context
Change your
experience
Change your
impact
Change your
business
• Big idea
• Brands
• Characters
• Stories
• Themes
From “Gamechangers” by Peter Fisk
© GeniusWorks 2013
Where is your opportunity?
2010
Pop 6.9Bn
GDP $53T
G7
2020
Pop 7.7Bn
GDP $90T
E7
How will you make sense of the kaleidoscope?
From “Gamechangers” by Peter Fisk
© GeniusWorks 2013
Market Map
Customer
Capability
Geography Services
From “Gamechangers” by Peter Fisk
© GeniusWorks 2013
Market Map … Example
Customer
Capability
Geography Services
Marketing Managers
Innovation Leaders
Business Leaders
Coaching leaders
Inspiring innovation
Business advisory
Gro
wth
co
nsu
ltin
g
Ve
ntu
re I
nc
ub
ati
on
Ac
ce
lera
ted
in
no
va
tio
n
So
uth
Ea
st A
sia
Ce
ntr
al
Eu
rop
e
La
tin
Am
eri
ca
From “Gamechangers” by Peter Fisk
© GeniusWorks 2013
What market are you really in?
2010
Pop 6.9Bn
GDP $53T
G7
2020
Pop 7.7Bn
GDP $90T
E7
How will you make sense of the kaleidoscope?
Business REFrame
What do you do?
What’s the benefit?
What do you really do?
From “Gamechangers” by Peter Fisk
© GeniusWorks 2013
Business Reframe … Example
What do you do?
What’s the benefit?
What do you really do?
Strategic
consulting
advice
Helping companies
innovate faster
Accelerate growth
From “Gamechangers” by Peter Fisk
© GeniusWorks 2013
How will you win in this world?
2010
Pop 6.9Bn
GDP $53T
G7
2020
Pop 7.7Bn
GDP $90T
E7
How will you make sense of the kaleidoscope?
Brand concept
Why is it different
and better?
What do you enable
clients to do? Accelerated innovation
How do they feel about
their experience? From “Gamechangers” by Peter Fisk
© GeniusWorks 2013
Brand Concept … Example
Why is it different
and better?
What do you enable
clients to do? Accelerated innovation
How do they feel about
their experience?
Helping companies
grow faster
Faster, innovate,
collaborative
Energised, engaged
inspired
From “Gamechangers” by Peter Fisk
© GeniusWorks 2013
He was recently described by Business Strategy Review as “one of the best new business thinkers” and is in
demand around the world as a strategic consultant and energising speaker.
Peter leads GeniusWorks, a business innovation specialist based in London, and works with senior
management worldwide to “see things differently” – to develop and implement more inspired strategies for
brands, innovation and marketing. FastFuture is a strategy accelerator for leadership teams, InnoLab is a
facilitated innovation process based on deep customer insights and creative thinking, and BrandOptima is a
platform to develop better brands and brand portfolios. He also offers a broad range of development workshops,
combining new ideas, next practices and effective action.
His next book is Gamechangers …about the next generation of businesses - from Alibaba to Zipcars, Ashmei to
Zynga - who are transforming markets with bolder brands, smarter innovation and clever marketing. They play
by different rules, embracing the growth of emerging markets and power of digital networks, human design and
social entrepreneurship, and they win with better results.
His previous books include Creative Genius bringing together entrepreneurs and artists, rockstars and rockets
scientists, in "the essential guide to innovation for business leaders". Marketing Genius explores the left and
right-brain approaches to competitive success (translated into 35 languages!), Customer Genius describes how
to build a customer-centric business, Business Genius is about inspired leadership and strategy, whilst People
Planet Profit explains how to grow, and be good.
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” and managed brands like Concorde.
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 Cooperative Bank, GSK and Marks & Spencer,
Microsoft and O2, Orange and Pfizer, Philips and Red Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra
and Virgin, Visa and Vodafone.
Previously he was CEO of the world’s largest marketing organisation, the Chartered Institute of Marketing. He
led the strategic marketing consulting team of PA Consulting Group, was MD of Brand Finance and partner of The
Foundation, before founding his own business, GeniusWorks.
Email: [email protected]
Twitter: @geniusworks
Website: www.theGeniusWorks.com
Project: www.NextGenerationBrands.com
Peter fisk Peter Fisk is a business and brand innovation expert.
He is a strategic advisor to business leaders on winning strategies and bolder brands,
smarter innovation and better marketing … making sense of fast-changing markets, learning
from the next generation of brands, digital and physical, large and small, west and east, new
ideas and practical solutions … inspiring and enabling you to innovate and win in the exciting
new world of business.
Gamechanging strategies
Collaborative discovery
Possibility focused
Leadership teams
3 intensive days
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
GENIUSWORKS GeniusWorks is a boutique strategic consulting
firm, specialising in innovative brand and
business strategies that seize the opportunities
of a new business world to accelerate growth
Contact Peter Fisk at [email protected] or +44(0)783448383 … new articles, book extracts, videos, and blog at www.theGeniusWorks.com
Business vision Masterclasses Gamechangers
Innovation Business summits Think Different
Brand strategy Customised training New Customer Agenda
Propositions Innovative Leaders Einstein Picasso
Business impact Winning Marketers GenY+SoLoMo=expG
Future
Innolab
Brandlab
optima
fast
Strategic consulting Practical development Inspiring keynotes
Contact Peter Fisk at [email protected] or +44(0)783448383 … new articles, book extracts, videos, and blog at www.theGeniusWorks.com
Exploring your biggest challenges and opportunities,
developing smarter strategies and innovative solutions
for implementation and profitable growth. Customised
approaches, built around these proven formats:
Fast, intense process helping executive
teams rethink purpose and strategy in a
fast changing world, and then to refocus
and reinvent the business for the future.
Recent clients: Cinnamon, Vodafone
Accelerated and collaborative three
phase process exploring insights,
designing concepts and delivering
innovative solutions for market success.
Recent clients: Savola Foods, Turkcell
Developing or extending your brand for a
better future, based on purpose and
relevance, differentiation and identity,
experience and effective delivery.
Recent clients: Aeroflot, Philosophy
Developing fresh, distinctive value
propositions for each target audience,
building on the brand to engage
customers and deliver better solutions.
Recent clients: TeliaSonera, Visa Europe
Exploring your biggest challenges and
opportunities, developing smarter
strategies and innovative solutions
implementation and profitable growth.
Recent clients: Microsoft, Pinar
Developing people to think different and act smarter in
the new business world, from summits and seminars, to
practical workshops and retreats, the content and
experience is designed around your people:
Inspiring, practical and stretching 1-2 day
seminars on future strategy and brands,
marketing and innovation applied to your
business issues and sector opportunities.
Recent clients: BNP Paribas, Skanska
Bringing your people together to rethink
and refocus their priorities and direction.
Designing and facilitating the format and
content to energise, connect and enable.
Recent clients: Hershey’s, Time Warner
Working with you to design better
programmes from 40+ modules, based on
team and personal capabilities and
priorities, qualifications and real impact.
Recent clients: Coca Cola, Eczacibasi
From 2d to 4d: command and control to
connecting and collaborating, catalysing
and creating, amplifying potential to
deliver business and market leadership.
Recent clients: Coty Beauty, Lastminute
Customer champions, business
innovators, growth drivers … how to
drive and align the business, and deliver
more business and market impact.
Recent clients: Nestle, Standard Life
Alibaba to Zidisha, Ashmei to ZaoZao, the next generation
of brands are shaping markets with new ideas and tools.
What does it take to compete, innovate and win in these
new markets? Example themes for keynote speeches:
How to shape your market in your own
vision, not live in the shadow of others.
How to innovate from the future back,
then win now forward. What is the future
of health, retail, travel and your world?
Steve Jobs was a genius and a geek, who
defied the rules of business to create new
markets, and phenomenal results. How
can you apply the magic of Apple to your
business, and Steve to your leadership?
What do post-crisis, digitally enabled,
globally influenced customers really
want? Connecting insights and trends, to
explore how you can do more for your
customers, and outthink the competition.
How to combine the analytical precision
and disruptive imagination of your left
and right brain to think bigger, simplify
complexity, shape the future, innovate
smarter, and make better decisions.
Young people, social media, mobile
marketing … connecting digital and
physical worlds, networks and content,
viral storytelling and target promotions
to deliver faster, exponential growth.
myworld
+genius
The new breed of market leaders think and act differently. They fuse
digital and physical, global and local, ideas and networks. They win by
being smart, fast and connected – rather than through scale and
efficiency. They embrace all the new business tools - from empathetic
design to disruptive technologies, social media to sustainable innovation –
bringing them together for more impact.
These are the building blocks for you to come a gamechanger too.
• Human … customer-driven, human-centred emotionally-engaging business
• Creative … design and innovation, to think bolder , different and better
• Networked … built around networks and partnerships of supply and demand
• Social … social media and online communities, but local and tribal too
• Participative … crowdsourcing, co-creating, collaborating with customers
• Responsible … doing better by doing good, socially and environmentally
“Gamechangers: Next Generation Strategies
for Brands and Business” … is the next
book from Peter Fisk published April 2014
Explore and collaborate with the work in progress at www.NextGenerationBrands.com
GAMECHANGERS
