![Page 1: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/1.jpg)
Peter Fisk,
28 November 2011
Winning as a 21st century
marketer
![Page 2: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/2.jpg)
World changing,
game changing 1
Shaping markets
from the future back 2
Building brands
from the outside in 3
Being bold,
brave and brilliant 4
![Page 3: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/3.jpg)
genius works
Vibrant markets
![Page 4: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/4.jpg)
genius works
Declining markets
![Page 5: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/5.jpg)
genius works
Opportunities unlimited
![Page 6: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/6.jpg)
genius works
… if you think differently
![Page 7: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/7.jpg)
World changing,
game changing 1
• Shifting power
• Intelligent consumers
• New business models
• Shaping markets
• New market leaders
![Page 8: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/8.jpg)
West East
genius works
![Page 9: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/9.jpg)
West
Big
East
Small
genius works
![Page 10: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/10.jpg)
West
Big
Business
East
Small
Consumer
genius works
![Page 11: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/11.jpg)
West
Big
Business
Mass
East
Small
Consumer
Niche
genius works
![Page 12: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/12.jpg)
Volume
West
Big
Business
Mass
Value
East
Small
Consumer
Niche
theGeniusWorks.com genius works
![Page 13: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/13.jpg)
here’s to the crazy ones ...
The misfits. The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They're not fond of rules.
And they have no respect for the status quo.
You can praise them, disagree with them,
quote them, disbelieve them,
glorify or vilify them.
About the only thing you can't do is
ignore them.
Because they change things.
“Times of turbulence are the most
exciting times ... because
everything changes”
theGeniusWorks.com genius
works
![Page 14: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/14.jpg)
GE born in a
recession
1876
HP born in a
recession
1929
born in a
recession
1975
MTV born in a
recession
1981
born in a
recession
2001
iPod
Microsoft
theGeniusWorks.com
![Page 15: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/15.jpg)
VUCA WORLD
genius works
![Page 16: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/16.jpg)
Volatile
Uncertain
Complex
Ambiguous
![Page 17: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/17.jpg)
Vibrant
UnREAL
Crazy
Astounding
![Page 18: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/18.jpg)
Game Changing
genius works
![Page 19: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/19.jpg)
genius works
Game Changing
![Page 20: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/20.jpg)
genius works
GAME CHANGING
![Page 21: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/21.jpg)
genius works
Game changing
![Page 22: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/22.jpg)
GAME CHANGING
genius works
![Page 23: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/23.jpg)
GAME CHANGING
genius works
![Page 24: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/24.jpg)
GAME CHANGING
genius works
![Page 25: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/25.jpg)
GAME CHANGING
genius works
![Page 26: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/26.jpg)
GAME CHANGING
genius works
![Page 27: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/27.jpg)
genius works
IDEAS WORLD
![Page 28: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/28.jpg)
genius works
More Human
![Page 29: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/29.jpg)
genius works
More PERSONAL
![Page 30: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/30.jpg)
genius works
![Page 31: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/31.jpg)
genius works
More EXPERIENTIAL
![Page 32: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/32.jpg)
genius works
More Fun
![Page 33: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/33.jpg)
genius works
CHANGING WORLD
CHANGING marketing
![Page 34: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/34.jpg)
RATAN TATA Dave Stewart Shigeru Miyamoto
Andrea Jung John Maeda Lady Gaga
Reid Hoffman Jack Ma Sergio Marchionne
Steffi GERMANOTTA
DAVE STEWART
![Page 35: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/35.jpg)
FROM us ...
genius works
![Page 36: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/36.jpg)
... To them genius
works
![Page 37: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/37.jpg)
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
RELATIONSHIPS
PLACE
theGeniusWorks.com
![Page 38: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/38.jpg)
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Participants
RELATIONSHIPS
PLACE
theGeniusWorks.com
![Page 39: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/39.jpg)
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Participants
Ideas
RELATIONSHIPS
PLACE
theGeniusWorks.com
![Page 40: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/40.jpg)
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Participants
Ideas
ENABLERS
RELATIONSHIPS
PLACE
theGeniusWorks.com
![Page 41: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/41.jpg)
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Participants
Ideas
ENABLERS
Context
RELATIONSHIPS
PLACE
theGeniusWorks.com
![Page 42: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/42.jpg)
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Engagement
Participants
Ideas
ENABLERS
Context
RELATIONSHIPS
PLACE
theGeniusWorks.com
![Page 43: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/43.jpg)
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Engagement
Participants
Ideas
ENABLERS
Context
RELATIONSHIPS
PLACE PARTNERS
theGeniusWorks.com
![Page 44: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/44.jpg)
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Engagement
Participants
Ideas
ENABLERS
Context
RELATIONSHIPS
PLACE
COMMUNITIES
PARTNERS
theGeniusWorks.com
![Page 45: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/45.jpg)
2 Shaping markets
from the future back
• Redefining markets
• Growth opportunities
• Challenging the rules
• Imagination
• Business innovation
![Page 46: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/46.jpg)
Future back
genius works
![Page 47: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/47.jpg)
Now forward
genius works
![Page 48: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/48.jpg)
genius works
Future back
![Page 49: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/49.jpg)
Future back
genius works
Now forward
genius works
![Page 50: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/50.jpg)
Future back
theGeniusWorks.com
![Page 51: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/51.jpg)
Opportunities
![Page 52: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/52.jpg)
E7 Nations
![Page 53: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/53.jpg)
E7 Nations
Cities
![Page 54: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/54.jpg)
E7 Nations
Cities Water
![Page 55: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/55.jpg)
E7 Nations
Cities
GRIN
Water
![Page 56: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/56.jpg)
E7 Nations Women
Cities
GRIN
Water
![Page 57: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/57.jpg)
E7 Nations Women
Cities
GRIN
Water
Rental
![Page 58: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/58.jpg)
E7 Nations Women
Cities
GRIN
Water
EDUCATION
Rental
![Page 59: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/59.jpg)
E7 Nations Women
Cities
GRIN
Water Healthcare
EDUCATION
Rental
![Page 60: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/60.jpg)
E7 Nations Women
Cities
Boomers GRIN
Water Healthcare
EDUCATION
Rental
![Page 61: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/61.jpg)
Old consumers
$1.2 trillion in
5 years
Youth consumers
$1.6 trillion in
5 years Female
consumers
$2.2 trillion in
5 years
theGeniusWorks.com
![Page 62: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/62.jpg)
Now forward
![Page 63: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/63.jpg)
genius works
Market Shaping
![Page 64: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/64.jpg)
CO-creating
![Page 65: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/65.jpg)
genius works
CO-creating
![Page 66: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/66.jpg)
genius works
Market Shaping
![Page 67: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/67.jpg)
genius works
Market Shaping
![Page 68: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/68.jpg)
3 Building brands
from the outside in
• Inspiring purpose
• Deeper insights
• Reframing context
• Better propositions
• Engaging experiences
![Page 69: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/69.jpg)
Abercrombie & Fitch
![Page 70: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/70.jpg)
genius works
![Page 71: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/71.jpg)
genius works
![Page 72: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/72.jpg)
genius works
![Page 73: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/73.jpg)
genius works
![Page 74: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/74.jpg)
genius works genius
works
![Page 75: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/75.jpg)
THREADLESS genius
works
![Page 76: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/76.jpg)
genius works
![Page 77: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/77.jpg)
theGeniusWorks.com genius works
![Page 78: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/78.jpg)
THREADLESS VLOG
genius works
![Page 79: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/79.jpg)
![Page 80: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/80.jpg)
OUTSIDE IN
theGeniusWorks.com
![Page 81: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/81.jpg)
AVIVA genius
works
![Page 82: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/82.jpg)
![Page 83: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/83.jpg)
genius works
![Page 84: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/84.jpg)
genius works
![Page 85: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/85.jpg)
genius works
![Page 86: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/86.jpg)
genius works
![Page 87: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/87.jpg)
genius works
![Page 88: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/88.jpg)
Responsible
Considered Meaningful
Caring
![Page 89: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/89.jpg)
Responsible
RESOURCEFUL
Considered Meaningful
Caring
EMPOWERED
CAPABLE
SELFLESS
![Page 90: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/90.jpg)
Responsible
RESOURCEFUL
human
Considered Meaningful
Caring
EMPOWERED
CAPABLE
SELFLESS
WELLBEING
INDIVIDUAL
HAPPINESS
![Page 91: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/91.jpg)
Responsible
RESOURCEFUL
human
PARTICIPATIVE
Considered Meaningful
Caring
EMPOWERED
CAPABLE
SELFLESS
WELLBEING
INDIVIDUAL
HAPPINESS
COLLABORATIVE
CONTRIBUTING
SHARING
![Page 92: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/92.jpg)
Responsible
RESOURCEFUL
human
PARTICIPATIVE
ESCAPIST
Considered Meaningful
Caring
EMPOWERED
CAPABLE
SELFLESS
WELLBEING
INDIVIDUAL
HAPPINESS
COLLABORATIVE
CONTRIBUTING
SHARING
INDULGENT
EXPRESSIVE
QUIRKY
![Page 93: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/93.jpg)
genius works
PURPOSE BEYOND PROFIT
![Page 94: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/94.jpg)
Progressive insurance
genius works
![Page 95: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/95.jpg)
theGeniusWorks.com
REDUCing TRAuMA
![Page 96: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/96.jpg)
Context tree
theGeniusWorks.com
Functional context
Application context
Enablement context
Shaving
Washing
Body
Dressing
Clothing
Hair Fashions
Sports
Gym
Skincare
Vacation
Suncare
Nutrition
Friends
Home
Work
Kit
Car
Family
Office
Colour
Food
Drink
Travel
Appearance
Clean
Summer
Design
![Page 97: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/97.jpg)
genius works
ZAPPOS, SELLING SHOES?
![Page 98: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/98.jpg)
genius works
… delivering happiness
![Page 99: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/99.jpg)
genius works
TECH SUPPORT
![Page 101: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/101.jpg)
genius works
THE OLD BMW
![Page 102: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/102.jpg)
genius works
THE NEW BMW
![Page 103: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/103.jpg)
Value Proposition
theGeniusWorks.com
Who?
What?
Why?
How much?
What not?
The target customer
(Who is the target segment)
The customer context
(What they want to achieve)
The distinctive benefits
(How you help them do it better)
The relative price position
(% more or less than alternatives)
The customer trade offs
(What they could get else where)
+
+
-
-
Customer value proposition
Value to customer =
![Page 104: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/104.jpg)
genius works
PROPOSITIONS
![Page 105: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/105.jpg)
genius works
PROPOSITIONS
![Page 106: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/106.jpg)
Value Proposition
theGeniusWorks.com
![Page 107: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/107.jpg)
genius works
TATE MODERN
![Page 108: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/108.jpg)
TATE MODERN
![Page 109: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/109.jpg)
4 Being bold,
brave and brilliant
• 21st century brands
• Growth drivers
• Customer champions
• The new marketer
• Be the change
![Page 110: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/110.jpg)
genius works
brands need to do more …
![Page 111: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/111.jpg)
genius works
brands need to do more …
![Page 112: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/112.jpg)
the 21st century brand …
genius works
![Page 113: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/113.jpg)
About me
… creative, emotional, energising
the 21st century brand …
genius works
![Page 114: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/114.jpg)
About me
… creative, emotional, energising
Enabling me to do more
… defining, connecting, enhancing
the 21st century brand …
genius works
![Page 115: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/115.jpg)
About me
… creative, emotional, energising
Enabling me to do more
… defining, connecting, enhancing
Making my life better
the 21st century brand …
genius works
![Page 116: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/116.jpg)
BRAND ESSENCE
© GeniusWorks
![Page 117: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/117.jpg)
Bold
Connecting
Dramatic
Enabling
Aspirational
the 21st century brand …
genius works
![Page 118: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/118.jpg)
genius works
![Page 119: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/119.jpg)
genius works
Aspirational
![Page 120: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/120.jpg)
About me, dream and desire, redefining context
Aspirational
genius works
![Page 121: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/121.jpg)
Business
narrow
view
Business
narrow
view
Customer
broader
view
Business Customer
© GeniusWorks
Aspirational
![Page 122: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/122.jpg)
genius works
![Page 123: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/123.jpg)
Aspirational Bold
genius works
![Page 124: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/124.jpg)
Ambitious, challenging, provocative, different, brave
Aspirational Bold
genius works
![Page 125: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/125.jpg)
Enablers
Enabling people to do more
Essentials
Delivering what is expected
Energisers
Surprising people memorably
“Needs”
“Wants”
“Aspirations”
“Must Dos”
“Differentiators”
“Distinguishers”
© GeniusWorks
Bold
![Page 126: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/126.jpg)
genius works
![Page 127: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/127.jpg)
genius works
Aspirational Connecting
About me, dream and desire, redefining context Sharing passions, building community, trusting others
![Page 128: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/128.jpg)
Connecting people
theGeniusWorks.com
Creators
Activists
Contributors
Socialisers
Spectators
© GeniusWorks
![Page 129: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/129.jpg)
MORE THAN A LOGO
![Page 130: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/130.jpg)
genius works
![Page 131: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/131.jpg)
genius works
![Page 132: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/132.jpg)
Aspirational Dramatic
About me, dream and desire, redefining context Characters, story, immersing, human, enduring
genius works
![Page 133: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/133.jpg)
© GeniusWorks
Ch
oo
se
U
SE
D
O M
OR
E
PA
Y
AD
AP
T
AC
HIE
VE
EXPERIENCE DESIGN
![Page 134: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/134.jpg)
genius works
![Page 135: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/135.jpg)
genius works
![Page 136: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/136.jpg)
genius works
![Page 137: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/137.jpg)
genius works
![Page 138: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/138.jpg)
genius works
![Page 139: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/139.jpg)
About me, dream and desire, redefining context Doing more, coaching, supporting, achievement
genius works
Aspirational Enabling
![Page 140: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/140.jpg)
Enabling more
Passive
experience
Active
experience
Scripted
delivery
Unscripted
delivery Brand as a
guide
Brand as a
coach
Brand as an
educator
Brand as an
entertainer
© GeniusWorks
![Page 141: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/141.jpg)
Enabling
genius works
![Page 142: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/142.jpg)
Enabling
genius works
![Page 143: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/143.jpg)
© GeniusWorks
Customer Insight
Customer Proposition
Customer Experience
What is most important to
each target segment?
How do we enable people
to achieve more?
How will we deliver the
proposition?
![Page 144: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/144.jpg)
genius works
![Page 145: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/145.jpg)
APPLE theGeniusWorks.com
![Page 146: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/146.jpg)
iMAC 1999
JOBS/WOZNIAK 1976
$1bn by 1980
1985-1996
Jobs & JELLYBEANS
Online/retail
DIGITAL HUB
theGeniusWorks.com
![Page 147: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/147.jpg)
theGeniusWorks.com
![Page 148: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/148.jpg)
Iphone 2007
ipod 2001
$8bn
Itunes 2003
10bn
Ipad 2010
$13bn
theGeniusWorks.com
![Page 149: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/149.jpg)
theGeniusWorks.com
![Page 150: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/150.jpg)
BEYOND PROCESS
MOBILE DEVICE CO.
JOBS + IVE
BEAUTIFUL OBJECTS
SAYING NO
Bold Experiments
platforms
![Page 151: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/151.jpg)
theGeniusWorks.com
![Page 152: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/152.jpg)
Focus on the feel
don’t sell products
Never first
Early adopters
Magic words
Keep moving
Packaging
![Page 153: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/153.jpg)
“Brands put
in the universe” a ding
genius works
![Page 154: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/154.jpg)
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
genius works
![Page 155: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/155.jpg)
From Nintendo to
Shanghai Tang,
function and form
that enables
more
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
DESIGNED
genius works
![Page 156: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/156.jpg)
Current TV and
Threadless,
co-creating and
user-generated
From Nintendo to
Shanghai Tang,
function and form
that enables
more
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
DESIGNED
COLLABORATIVE
genius works
![Page 157: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/157.jpg)
Current TV and
Threadless,
co-creating and
user-generated
From Nintendo to
Shanghai Tang,
function and form
that enables
more
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
DESIGNED
COLLABORATIVE
genius works
Aberchrombie to
Zappos, they know
who, what and
where matters
most
Focused
![Page 158: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/158.jpg)
From Aveda to
Pixar, more
purpose and more
empathy for
people
Current TV and
Threadless,
co-creating and
user-generated
From Nintendo to
Shanghai Tang,
function and form
that enables
more
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
DESIGNED
HUMAN
COLLABORATIVE
genius works
Aberchrombie to
Zappos, they know
who, what and
where matters
most
Focused
![Page 159: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/159.jpg)
From Aveda to
Pixar, more
purpose and more
empathy for
people
Current TV and
Threadless,
co-creating and
user-generated
From Nintendo to
Shanghai Tang,
function and form
that enables
more
Alibaba and Lego,
connecting your
customers and
partners
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
DESIGNED
NETWORKED
HUMAN
COLLABORATIVE
genius works
Aberchrombie to
Zappos, they know
who, what and
where matters
most
Focused
![Page 160: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/160.jpg)
From Aveda to
Pixar, more
purpose and more
empathy for
people
Current TV and
Threadless,
co-creating and
user-generated
From Nintendo to
Shanghai Tang,
function and form
that enables
more
Aberchrombie to
Zappos, they know
who, what and
where matters
most
Aravind and Tesla
delivering social and
environmental
innovation
Alibaba and Lego,
connecting your
customers and
partners
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
RESPONSIBLE DESIGNED
NETWORKED
HUMAN Focused
COLLABORATIVE
genius works
![Page 161: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/161.jpg)
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Pricing
as
Context
Distribution
as
Partners
Relationships
as
as
Engagement
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Communication
Communities
Collaborative
![Page 162: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/162.jpg)
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Customers
as
Participants
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Be the
thought
leader
1 Go deep
diving for
insights
2 Have an
inspiring
purpose
3 Tell a
different
story
Deliver
more social
benefits
4 Find the
emerging
whitespaces
5 Don’t define
markets by
geography
6
Relationship
building
Specialise in
one niche not
everything
7
Collaborative
![Page 163: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/163.jpg)
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Brands
as
Ideas
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Changed
priorities
Create your
character and
personality
8
Tell your
inspiring
story
9
Define what
you enable
people to do
10
Have a
cause you
believe in
11
Express
yourself more
flexibly
12
Become an
ingredient
brand
13
Focus on the
one word that
defines you
Customers
as
Participants
Be the
thought
leader
1 Go deep
diving for
insights
2 Have an
inspiring
purpose
3 Tell a
different
story
Deliver
more social
benefits
4 Find the
emerging
whitespaces
5 Don’t define
markets by
geography
6
Relationship
building
Specialise in
one niche not
everything
7
14
Collaborative
![Page 164: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/164.jpg)
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Solutions
as
Enablers
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Redefine
your market
on your terms
15 Customise
solutions for
each person
16 Co-create
products and
services
17 Offer a
new type of
guarantee
18 Develop
new entry
points
19 Innovate the
system
(do an iPod)
20 Rationalise
your product
portfolio
Customers
as
Participants
Brands
as
Ideas
Changed
priorities
Be the
thought
leader
Create your
character and
personality
1
8
Tell your
inspiring
story
Go deep
diving for
insights
2
9
Define what
you enable
people to do
Have an
inspiring
purpose
3
10
Have a
cause you
believe in
Tell a
different
story
Deliver
more social
benefits
4
11
Express
yourself more
flexibly
Find the
emerging
whitespaces
5
12
Become an
ingredient
brand
Don’t define
markets by
geography
6
13
Focus on the
one word that
defines you
Relationship
building
Specialise in
one niche not
everything
7
14
21
Collaborative
![Page 165: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/165.jpg)
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Pricing
as
Context
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Win and
winback
Make it free
redefine you
b-model)
22 Offer luxury
products at a
low prices
23 Customers
choose their
price
24 Charge for
services
(time, advice)
25 Reengineer
to price
points
Share risk
Super-size
and mini-size
your offers
26 Enable
group buying
incentives
27 Shorter more
selective
promotions
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Changed
priorities
Redefine
your market
on your terms
Be the
thought
leader
Create your
character and
personality
1
8
15
Tell your
inspiring
story
Customise
solutions for
each person
Go deep
diving for
insights
2
9
16
Define what
you enable
people to do
Have an
inspiring
purpose
Co-create
products and
services
3
10
17
Have a
cause you
believe in
Offer a
new type of
guarantee
Tell a
different
story
Deliver
more social
benefits
4
11
18
Express
yourself more
flexibly
Find the
emerging
whitespaces
Develop
new entry
points
5
12
19
Become an
ingredient
brand
Don’t define
markets by
geography
Innovate the
system
(do an iPod)
6
13
20 Rationalise
your product
portfolio
Focus on the
one word that
defines you
Relationship
building
Specialise in
one niche not
everything
7
14
21
28
Collaborative
![Page 166: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/166.jpg)
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
as
Engagement
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Have an
opinion, be
provocative
29 Be open,
honest and
authentic
30 Co-create
your media
and message
31 Be the local
partner,
small, caring
32 Create a
branded
game
33 Encourage
tweets, blogs
and fanclubs
34 Stay fresh,
topical and
relevant
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Pricing
as
Context
Changed
priorities
Redefine
your market
on your terms
Win and
winback
Be the
thought
leader
Create your
character and
personality
Make it free
redefine you
b-model)
1
8
15
22
Tell your
inspiring
story
Offer luxury
products at a
low prices
Customise
solutions for
each person
Go deep
diving for
insights
2
9
16
23
Define what
you enable
people to do
Customers
choose their
price
Have an
inspiring
purpose
Co-create
products and
services
3
10
17
24
Have a
cause you
believe in
Offer a
new type of
guarantee
Charge for
services
(time, advice)
Tell a
different
story
Deliver
more social
benefits
4
11
18
25
Express
yourself more
flexibly
Reengineer
to price
points
Share risk
Find the
emerging
whitespaces
Super-size
and mini-size
your offers
Develop
new entry
points
5
12
19
26
Become an
ingredient
brand
Enable
group buying
incentives
Don’t define
markets by
geography
Innovate the
system
(do an iPod)
6
13
20
27
Rationalise
your product
portfolio
Focus on the
one word that
defines you
Relationship
building
Shorter more
selective
promotions
Specialise in
one niche not
everything
7
14
21
28
35 Communication
Collaborative
![Page 167: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/167.jpg)
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Distribution
as
Partners
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Retain and
grow
Fewer, more
exclusive
Partners
36
Accelerate
Link with
affinity
brands
37 Cross sell
partners, and
them you
38 Reduce
impact and
waste
39
Go green
now
Deliver
integrated
experiences
40 License and
franchise
your concept
41
Profit
Target
non-existing
customers
42
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Pricing
as
Context
as
Engagement
Changed
priorities
Redefine
your market
on your terms
Win and
winback
Have an
opinion, be
provocative
Be the
thought
leader
Create your
character and
personality
Make it free
redefine you
b-model)
1
8
15
22
29
Tell your
inspiring
story
Offer luxury
products at a
low prices
Be open,
honest and
authentic
Customise
solutions for
each person
Go deep
diving for
insights
2
9
16
23
30
Define what
you enable
people to do
Customers
choose their
price
Have an
inspiring
purpose
Co-create
your media
and message
Co-create
products and
services
3
10
17
24
31
Have a
cause you
believe in
Offer a
new type of
guarantee
Charge for
services
(time, advice)
Tell a
different
story
Deliver
more social
benefits
Be the local
partner,
small, caring
4
11
18
25
32
Express
yourself more
flexibly
Reengineer
to price
points
Share risk
Find the
emerging
whitespaces
Super-size
and mini-size
your offers
Develop
new entry
points
Create a
branded
game
5
12
19
26
33
Become an
ingredient
brand
Enable
group buying
incentives
Encourage
tweets, blogs
and fanclubs
Don’t define
markets by
geography
Innovate the
system
(do an iPod)
6
13
20
27
34
Rationalise
your product
portfolio
Stay fresh,
topical and
relevant
Focus on the
one word that
defines you
Relationship
building
Shorter more
selective
promotions
Specialise in
one niche not
everything
7
14
21
28
35 Communication
Collaborative
![Page 168: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/168.jpg)
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Relationships
as
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Create a
members
club
43
Celebrate
their success
(and yours)
44
Maintain
confidence
Give
customers
equity
45
Enable
customers to
do good
46
Facilitate and
support their
communities
47
Get our
there
Incentivise
customer
referrals
48
Do more
for your best
customers
49
Communities
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Pricing
as
Context
Distribution
as
Partners
as
Engagement
Changed
priorities
Redefine
your market
on your terms
Win and
winback
Have an
opinion, be
provocative
Retain and
grow
Be the
thought
leader
Fewer, more
exclusive
Partners
Create your
character and
personality
Make it free
redefine you
b-model)
1
8
15
22
29
36
Tell your
inspiring
story
Offer luxury
products at a
low prices
Be open,
honest and
authentic
Accelerate
Link with
affinity
brands
Customise
solutions for
each person
Go deep
diving for
insights
2
9
16
23
30
37
Define what
you enable
people to do
Customers
choose their
price
Cross sell
partners, and
them you
Have an
inspiring
purpose
Co-create
your media
and message
Co-create
products and
services
3
10
17
24
31
38
Have a
cause you
believe in
Offer a
new type of
guarantee
Charge for
services
(time, advice)
Tell a
different
story
Reduce
impact and
waste
Deliver
more social
benefits
Be the local
partner,
small, caring
4
11
18
25
32
39
Express
yourself more
flexibly
Reengineer
to price
points
Share risk
Go green
now
Find the
emerging
whitespaces
Super-size
and mini-size
your offers
Develop
new entry
points
Deliver
integrated
experiences
Create a
branded
game
5
12
19
26
33
40
Become an
ingredient
brand
Enable
group buying
incentives
Encourage
tweets, blogs
and fanclubs
Don’t define
markets by
geography
License and
franchise
your concept
Innovate the
system
(do an iPod)
6
13
20
27
34
41
Rationalise
your product
portfolio
Stay fresh,
topical and
relevant
Focus on the
one word that
defines you
Profit
Relationship
building
Shorter more
selective
promotions
Specialise in
one niche not
everything
Target
non-existing
customers
7
14
21
28
35
42
Communication
Collaborative
![Page 169: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/169.jpg)
theGeniusWorks.com
![Page 170: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/170.jpg)
Creative
Committed
Hard working
Inspiring
Essential
Passionate
Talented
Energetic
Undisciplined
Inconsistent
Functional
Self Important
Not commercial
Narrow
Unaccountable
Expensive
Source: Marketing Genius
genius works
MARKETERS?
![Page 171: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/171.jpg)
genius works
21C MARKETING
![Page 172: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/172.jpg)
genius works
21C MARKETING
![Page 173: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/173.jpg)
genius works
21C MARKETERS
![Page 174: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/174.jpg)
genius works
21C MARKETERS
![Page 175: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/175.jpg)
genius works
MARK PARKER, CEO
![Page 176: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/176.jpg)
genius works
MARK PARKER, CEO
![Page 177: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/177.jpg)
genius works
NIKE
![Page 178: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/178.jpg)
genius works
Julian Dunkerton
![Page 179: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/179.jpg)
genius works
SUPERDRY JP
![Page 180: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/180.jpg)
Creators, interpreters, designers…
… ideas, innovations, inspirations
The driving force of business
… provoking, facilitating, delivering
Guardians of most valuable assets
the new marketers …
genius works
![Page 181: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/181.jpg)
genius works
1. Jump in, make waves
![Page 182: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/182.jpg)
genius works
1. Jump in, make waves
2. Be the storytellers
![Page 183: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/183.jpg)
genius works
1. Jump in, make waves
2. Be the storytellers
3. Be the creatives
![Page 184: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/184.jpg)
genius works
4. Brands about people
![Page 185: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/185.jpg)
genius works
4. Brands about people
5. Brands frame bigger ideas
![Page 186: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/186.jpg)
genius works
4. Brands about people
5. Brands frame bigger ideas
6. Brands way beyond logos
![Page 187: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/187.jpg)
genius works
7. Connect people
![Page 188: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/188.jpg)
genius works
7. Connect people
8. Enable people
![Page 189: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/189.jpg)
genius works
7. Connect people
8. Enable people
9. Inspire people
![Page 190: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/190.jpg)
10. Be the visionaries
genius works
![Page 191: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/191.jpg)
10. Be the visionaries
11. Be the crazy ones
genius works
![Page 192: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/192.jpg)
10. Be the visionaries
11. Be the crazy ones
12. Be the change
genius works
![Page 193: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/193.jpg)
World changing,
game changing 1
Shaping markets
from the future back 2
Building brands
from the outside in 3
Being bold,
brave and brilliant 4
![Page 194: Winning as a 21st Century Marketer by Peter Fisk](https://reader033.vdocuments.net/reader033/viewer/2022051400/54bacc364a7959bc028b457e/html5/thumbnails/194.jpg)
theGeniusWorks.com
@geniusworks
Peter works with the leaders of many of the world’s leading
brands including American Express and Barclays, Aeroflot and
British Airways, Coca Cola and Cooperative Bank,
Lastminute.com and Marks & Spencer, Microsoft and O2, Red
Bull and Shell, Virgin and Visa, Vodafone and Yeni Reki.
He is founder and CEO of the GeniusWorks, the accelerated
innovation business, that helps business leaders to see things
differently – to develop and implement more inspired strategies
and brands, innovation and marketing.
InnoLab enables you to innovate fast and creatively, connecting
the future and today, whilst BrandLab helps you build more
inspiring brands, optimise portfolios and improve performance.
GameChanger helps CEOs and leadership teams think
differently, whilst the new Cambridge MLA is an accelerated
development programme about brands, marketing and
innovation
He started life as a nuclear physicist before getting into business
managing Concorde and other brands. He led the global
strategic marketing consulting team of PA Consulting Group,
and was also CEO of the Chartered Institute of Marketing.
Peter Fisk is an inspirational
business author and speaker,
consultant and entrepreneur.
He was recently described by
Business Strategy Review as
“one of the best new business
thinkers.”