x-marketing: the next rules of marketing
TRANSCRIPT
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XMARKETINGTHE NEXT RULES OF MARKETING
Professor Peter [email protected]@GeniusWorks
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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
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EXPONENTIAL WORLD
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THE 10X RULES
EXPONENTIAL WORLD
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THE 10X RULES
EXPONENTIAL WORLD
XMARKETING
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We live in an incredible time
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VolatileUncertainComplex
Ambiguous
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VibrantUnrealCrazyAstounding
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Virtual world becomes real
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Spectacles to Snap
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Alibaba $28bn in one day
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Uber and beyond
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$85bilion to be more human
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Unlimited executive jets
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Xiaomi, the new AppleHyperloop redefines travel
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Quarzazate Solar Farm
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Your future for $99
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Robot heart surgery
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Driverless in Singapore
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Global internet for all
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Nanodegrees in the future
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Anything is possible
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Anything is possible
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Worldchanging decade
2010Pop 6.9BnGDP $63T
G7
2020Pop 7.7BnGDP $90T
E7
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Worldchanging decade
2010Pop 6.9BnGDP $63T
G7
2020Pop 7.7BnGDP $90T
E7
E7 = China, Malaysia, Chile, Poland, Peru, Mexico, Philippines
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Worldchanging decade
2010Pop 6.9BnGDP $63T
G7
2020Pop 7.7BnGDP $90T
E7
-
Top jobs in next 5 years
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Megacities: 70% by 2030
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The new silk road
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Climate change: 4 degrees
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New geopolitics
-
Tectonic shifts
+genius
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EastSmall
WestBig
+genius
ProfitVolume
-
ConsumerPull
Individual
BusinessPushAverage
+genius
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ImaginationCapability
+genius
TalentExperienceExponentialImprovement
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Exponential world
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Exponential growth
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Exponential growth
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FingernailNotebook
Hand
House
Earth
3 folds
Thicknessof folderpaper
7 folds 10 folds 17 folds 30 folds
Exponential growth
-
AgriculturalRevolution
IndustrialRevolution
Lightbulb
Moonlanding
World WideWeb
HumanGenome
8000years
120years
90years
22years
9years
Humanprogress
Exponential growth
-
Exponential growth
-
Exponential world
-
Exponential marketing
-
Ideas that spread
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Networks that multiply
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IDEASNETWORKS
+
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Addictive Ideas + Intelligent Networks = Exponential Growth
Exponential marketing
-
Innovative marketing for exponential growth
Growth hacking
Market mapping
Innovative strategy
Customer solutions
Making it happen
Design thinking
Context framing
Concept fusions
Business models
Accelerating action
Page 16
Visi
on 3
Visi
on 2
Visi
on 1
Deliv
erab
les
3
Deliv
erab
les
2
Deliv
erab
les
1
Resu
lts 3
Resu
lts 2
Resu
lts 1
Horizon 1 delivers
excellence and quick wins
Horizon 2 delivers
new concepts and extensions
Horizon 3 delivers
breakthroughsand a new core
What products and services do we bring together for our customers?
Customers Communication PartnersOfferings
Channels
Relationships Processes
Revenue streams Pricing models Cost streams Investments
Who are our target segments of customers and users?
Which types of distribution channels will we use to reach customers?
What kind of relationship do customers seek with us, and each other?
Who are the external partners to help us create and deliver the offerings?
What distinctive assets do we have to use in existing or new ways?
What benefits do we enable our customers to achieve?
What are the main internal activities to create and deliver the offerings?
What are the main sources of revenue, and which could be largest?
How, when and how often will we charge customers?
What are the most significant ongoing costs to create and deliver the offerings?
How much do we need to spend before we start earning?
Proposition
ResourcesWhat are the main internal resources to create and deliver the offerings?
Assets
Products & Services
What brand do we use? What are the key messages, and how do we engage customers?
Customer BrandJobsGains
Pains
What benefits does the customer expect or desire, both rational and emotional?
What are the negatives in their current experience, bothRational and emotional?
What is the customer trying to do the job they want to do, or new goal to achieve? Gain creators
How do the products and services create customer gain, for example savings that make them happy, or deliver outcomes beyond expectations?
Pain relievers
Products and services
How do the products and services remove the negatives,eg save time and effort, make them fee better, remove negative impacts, or fears?
What are all the product and service components that enable the customer to achieve their job?
2021Where are the relevanthigh growth markets?
2018
2016
Who are the relevant high growth customers?
What are the relevanthigh growth categories?
What are the relevant high growth
products/services?
2021
2016
Idea
Create
Improve
Pivot
GeniusWorks [email protected]
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+genius
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Moonshot Factory
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Why be 10% better?
+genius
When you could be 10x better?
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Shaping the future
+genius
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es
1. 23 & Me2. Aravind3. Editas4. Genentech5. Intuitive Surgical6. Narayana Hosp7. Organova8. PatientsLikeMe9. Scanadu10. Second Sight
1. Amazon2. Aussie Farmers3. Etsy4. Farfetch5. Le Pain Quotidien6. Pinterest7. Positive Luxury8. Rackuten Ichiba9. Trader Joes10. Zappos
1. Apple2. Beautyin3. DJI4. Go Pro5. Lego6. Method7. Natura8. Nike+9. Oculus Rift10. Renova
1. Alibaba2. ARM3. Bharti Airtel4. GE5. Google X6. OneWeb7. Raspberry Pi8. Samsung9. Slack10. Xiaomi
1. Aeromobil2. Air Asia3. Airbnb4. CitizenM5. Emirates6. Kulula7. RedBus8. Uber9. Virgin Galactic10. Zipcars
1. 3DHubs2. Corning3. DP World4. Dyson5. Embraer6. Local Motors7. Space X8. Syngenta9. Tata10. Tesla
1. Brewdog2. GrameenDanone3. Graze4. Juan Valdez 5. LA Organic6. Moa Beer7. Modern Meadow8. Nespresso9. Yeni Reki10. Zespri
1. Ashmei2. 1Atelier3. Desigual4. Jonny Cupcake5. Inditex6. Patagonia7. Rapha8. Shang Xai9. Threadless10. Toms
1. Aspiration2. Fidor3. First National4. Moven5. M-Pesa6. Robinhood7. Square8. TransferWise9. Umpqau10. Zidisha
1. Al Jazeera2. Buzzfeed3. Netflix4. Pledge Music5. Red Bull6. RiotGames7. Snap8. Ushahida9. ViceMedia10.WeChat
futureproduct futurefashion futurefood
futurehealth futuretech futuremakersfuturebank
futuretravel
N/S American brands European brands African/Arab brands Asia/Pacific brands
futuremedia
1. Ashoka2. AzuriTech3. Graal Bio4. IBM Watson5. IDEO6. Kickstarter7. Li & Fung8. Live Nation9. Salesforce10. Y Combinator
1. Bitcoin2. Bhutan3. City FC4. The Elders5. FanDuel6. ParkRun7. Michelle Phen8. Planetary Res9. Udacity10. You
futureservice futurebrands
Peter Fisk [email protected]
www.theGeniusWorks.com
futurestore
Gamechangers shaking up every market
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audacious
-
networked
-
intelligent
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Change
Whyenabling
-
collaborative
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Peter Fisk 2013Gamechangers.pro
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+genius
Rockets Creative Beer
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Peter Fisk 2013Gamechangers.pro
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+genius
Lululemons Yoga Beer
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Peter Fisk 2013Gamechangers.pro
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New Zealands Moa Beer
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Peter Fisk 2013Gamechangers.pro
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+genius
Beer 52 by Subscription
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Peter Fisk 2013Gamechangers.pro
How could you change your game?
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How could you change your game?
GeniusWorks [email protected]
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XMARKETINGTHE NEXT RULES OF MARKETING
-
THE 10X RULES
EXPONENTIAL WORLD
-
The Next Rules of Marketing
-
+genius
1. Growth Hacking
-
Peter Fisk 2015More details in the new Gamechangers book +genius
2021
2016
1. Growth Hacking
-
Time
Impact
10X
10%
What is 10x not 10% in your business?
GeniusWorks [email protected]
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The Next Rules of Marketing
-
+genius
2. Customer immersion
-
Peter Fisk 2015More details in the new Gamechangers book +genius
CustomerBusiness
2. Customer immersion
-
GeniusWorks [email protected]
Design thinking. Customer insight. Brand framing.
-
The Next Rules of Marketing
-
+genius
3. Platform innovation
-
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
Peter Fisk 2015More details in the new Gamechangers book +genius
3. Platform innovation
-
What products and services do we bring together for our customers?
Customers Communication PartnersOfferings
Channels
Relationships Processes
Revenue streams Pricing models Cost streams Investments
Who are our target (segments of) customers (or users), and what matters most to them?
Which types of distribution channels will we use to reach customers?
What kind of relationship do customers seek with us, and each other?
Who are the external partners to help us create and deliver the offerings?
What distinctive assets do we have to use in existing or new ways?
What benefits do we enable our customers to achieve?
What are the main internal activities to create and deliver the offerings?
What are the main sources of revenue, and which could be largest?
How, when and how often will we charge customers?
What are the most significant ongoing costs to create and deliver the offerings?
How much do we need to spend before we start earning?
Proposition
ResourcesWhat are the main internal resources to create and deliver the offerings?
Assets
Products & Services
What brand do we use? What are the key messages, and how do we engage customers?
GeniusWorks 2015 www.theGeniusWorks.com
Reinventing your business model
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The Next Rules of Marketing
-
+genius
4. Brand storytelling
-
+genius
4. Brand storytelling
-
Customer BrandJobsGains
Pains
What benefits does the customer expect or desire, both rational and emotional?
What are the negatives in their current experience, bothrational and emotional?
What is the customer trying to do the job they want to do, or new goal to achieve? Gain creators
How do the products and services create customer gain, for example savings that make them happy, or deliver outcomes beyond expectations?
Pain relievers
Products and services
How do the products and services remove the negatives,eg save time and effort, make them fee better, remove negative impacts, or fears?
What are all the product and service components that enable the customer to achieve their job?
Customer solutions that enable people to do more.
GeniusWorks [email protected]
-
The Next Rules of Marketing
-
+genius
5. Social influencers
-
Movement Collaborative
Customer
Customer Customer
CustomerCustomer
Customer
Brand-enabledcommunity
Co-enable Co-design
Co-create
Co-sellCo-support
Co-consume
5. Social influencers
-
Co-enable Co-design
Co-create
Co-sellCo-support
Co-consume
Collaborating with customers to achieve more.
GeniusWorks [email protected]
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The Next Rules of Marketing
-
+genius
6. Enabling experiences
-
Commodityproduct
Brandedproduct
Personalservice
Brandedexperience
Customersexperience
Distinctivedesign
Empatheticdelivery
Integratedjourney
Enabling more
2c coffeebeans
20c brandedcoffee
$2 coffeein store
$20 lunchwith friends
Ad
ded
val
ue th
roug
h differentiation
Added value through relevance
6. Enabling experiences
-
+genius
7. Exponential impact
-
The Next Rules of Marketing
-
+genius
7. Exponential impact
-
XMARKETINGTHE NEXT RULES OF MARKETING
-
THE 10X RULES
EXPONENTIAL WORLD
XMARKETING
-
Exponential world
-
Unlimited opportunity
-
People want and expect more
-
Complex and realtime
-
Investors expect and want more
-
Time to supercharge your marketing
-
Peter Fisk 2015More details in the new Gamechangers book +genius
2021
2016
1. Growth Hacking
-
Experience at Starbucks Reserve
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Peter Fisk 2015More details in the new Gamechangers book +genius
CustomerBusiness
2. Customer immersion
-
Whats the problem?
Whats the solution?
-
Design thinking: solving the right problem
-
Design thinking: fast and evolving solution
-
IT support is boring, isnt it?
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For the customer, its an emergency
-
+genius
4. Brand storytelling
-
Pat McGrath Labs Gold 001 Tatcha by Japanese Geisha Isamaya Ffrenchs art beauty
The Organic Pharmacy Michelle Phans social Ipsy Blow.ltd Uber of beauty
MatchCo customisation apps Zenta human-tech by Vinaya Adorn 3-d printing beauty pen
Gamechangers of Beauty
-
+genius
Michelle Phan
-
+genius
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Contagious ideas
-
Addictive idea
Influencer
Influencer
Influencer
Advocates
Advocates
Advocates
Networks
Networks
Networks
Addictive ideas. Social influencers. Market mulipliers.
GeniusWorks [email protected]
-
Dollar Shave Club Triangl via Instagram Methods beautiful home
Renovas sexy bathrooms Vice media for millennials Nespresso Club
Red Bull Media House Rapha Cycle Clubs Teslas Supercharger Network
Inspirations for the beauty industry
-
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
Peter Fisk 2015More details in the new Gamechangers book +genius
3. Platform innovation
-
PatientsLikeMe
-
+genius
Nespresso
-
Nespresso
-
Movement Collaborative
Customer
Customer Customer
CustomerCustomer
Customer
Brand-enabledcommunity
Co-enable Co-design
Co-create
Co-sellCo-support
Co-consume
5. Social influencers
-
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
-
+genius
Tesla Motors
-
+genius
-
+genius
-
Tesla Motors
-
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 Teslas Supercharger Network
Inspirations for automotive marketing
-
Commodityproduct
Brandedproduct
Personalservice
Brandedexperience
Customersexperience
Distinctivedesign
Empatheticdelivery
Integratedjourney
Enabling more
2c coffeebeans
20c brandedcoffee
$2 coffeein store
$20 lunchwith friends
Ad
ded
val
ue th
roug
h differentiation
Added value through relevance
6. Enabling experiences
-
+genius
Nike+ Sports not Sportswear
-
+genius
-
Movements nikewomen
-
+genius
7. Exponential impact
-
Rapha is a community
-
The 6Ds of Exponential Thinking
Digitalise
Deceptive
Disruptive
Dematerialise
Demonitise
Democratise
GeniusWorks [email protected]
Exponential vision
-
The 6Ds of Exponential Thinking
Digitalise
Deceptive
Disruptive
Dematerialise
Demonitise
Democratise
GeniusWorks [email protected]
-
What will you do?
-
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 2014Gamechangers.pro
-
+genius
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+genius
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Be boldBe brave
Be brilliant
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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 todays 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 worlds 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 worlds largest marketing organisation, the Chartered Institute of Marketing, he became a global authority on whats 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, Hersheys 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 YapiKredi to think bigger and smarter, develop innovative strategies, bolder brands, and accelerate growth.
Peters 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 Smiths fashion design and House Caf in Istanbul, New Yorks MOMA to New Zealands 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: [email protected]
Phone: +44 7834483830
Twitter: @geniusworks
Website: theGeniusWorks.com
77
Peter Fisk
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www.theGeniusWorks.com