gamechangers: introduction to the new book
TRANSCRIPT
GAMECHANGERS inspirational leadership driving innovation and growth
Peter Fisk, [email protected] © GeniusWorks 2015
TM
Kaleidoscope world
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Tectonic shifts
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“Gamechangers are the new breed of
brands and businesses rising out of
the maelstrom of economic and
technological change”
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New opportunities to grow
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Change your world
You are here
Open your eyes to the possibilities of incredible fast-changing worlds
Be dissatisfied with the limits of your current world
Explore what it would take for you to create a better future
Be inspired to start today – driving
innovation and growth
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Time to think bigger
Change your world
You are here
Open your eyes to the possibilities of incredible fast-changing worlds
Be dissatisfied with the limits of your current world
Explore what it would take for you to create a better future
Be inspired to start today – driving
innovation and growth
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The Gamechangers
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Audacious ideas
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10 times not 10%
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Redefining markets
Shaping the future
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“Tectonic shifts in power, from mass to niche, east to west, big to small, average to individual”
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Think Nespresso
“Out-thinking the competition with audacious audacious ideas that can change the world”
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Think Tesla
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“The new disruptive innovators transform
their markets not just products and services”
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Think Genentech
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Time for more radical
innovation
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The world’s most disruptive innovators
Change your game
THINK Change your
vision
Change your story
Change your market
Change your strategy
Change your brand
DESIGN Change your
business
Change your potential
Change your results
Change your relationship
Change your experience RESONATE
MOBILISE
EXPLORE
IMPACT
AMPLIFY
DISRUPT
ENABLE
INSPIRE
© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
THINK Change your
vision
Focus on optimising profits Built on core capabilities
To be 10% better
Guided by inspiring purpose Driven by audacious ideas
To be 10 times better
EXPLORE Change your
market
Accepting markets as they are Geography and category
Rational and average
Making markets in your vision Tribal and problem solving Emotional and distinctive
DISRUPT Change your
strategy
Strategy optimises the present Evolving incrementally
Playing the game
Strategy disrupts the future Pivoting transformationally
Changing the game
INSPIRE Change your
brand
Brands are logos and slogans About companies and products
Promotions to drive sales
Brands capture bigger ideas About people and their aspirations
Platforms for collaboration
DESIGN Change your
business
Innovating products and services Driven by technical possibility
Linear, disciplined process
Innovating the business model Driven by human opportunity
Dynamic, creative fusions
RESONATE Change your
story
Communicate on your terms Push campaigns to everyone
Slogans, gimmicks, incentives
Engage people on their terms On demand, time and place
Topical, authentic, experiential
ENABLE Change your experience
Selling and serving Consistent and delivered
Transactional, linear, finite
Engaging and enabling Participative and personal
Relational, circular, enduring
MOBILISE Change your relationship
Seek relationships with people Loyalty built on incentives
Individual and isolated
Relationships between people Loyalty built on community Collaborative and sharing
IMPACT Change your
results
Short term financial results Sustainability as compliance
Compromised value
Long term value creation Sustainability drives growth
Englightened value
AMPLIFY Change your
potential
Supertanker’s size and stability Managing the status quo
Deliver and improve
Speedboat’s speed and agility Leaders of a changing world
Innovate and amplify AMPLIFY
10 WAYS TO CHANGE YOUR GAME
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
© Peter Fisk 2015 More details in the new “Gamechangers” book
© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
Customer Business
Rethink purpose
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“Building brands about people
not products, aspirations not
egos … about making life better
better” +genius
© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
Rethink brands
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“Innovating the whole business … from business model to customer experience”
!© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
Rethink innovation
© Peter Fisk 2015 More details in the new “Gamechangers” book
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Rethink business models 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
“Resonating with customers through rich, relevant and real-time marketing”
!© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
Rethink marketing
“Enabling customers to do more … from sales and support, to educating and entertaining”
© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
Rethink experiences
© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
Rethink experiences
!© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
Rethink relationships
“Delivering and sustaining a
positive impact … personal,
social and financial”
Vision Canvas
Strategy Canvas
Growth Canvas
Disruption Canvas
Brand Canvas
Engagement Canvas
Proposition Canvas
Relationship Canvas
Insights Canvas
Co-creation Canvas
Innovation Canvas
Business Canvas
Leadership Canvas
Sustainability Canvas
Culture Canvas
Performance Canvas
FUTU
RE
LAB
B
RA
ND
LA
B
CR
EATIVE LAB
PER
FOR
MA
NC
E LAB
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“Leaders amplify the potential of their people … it’s time to be bold, brave and brilliant”
Are you ready to change your game?
Are you ready to change your game?
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Peter Fisk is a bestselling author, keynote speaker and expert consultant, helping business leaders to develop innovative strategies for business and brands. He is a Professor of Strategy, Innovation and Marketing at IE Business School, one of the world’s top ranked business schools, and leads his own company, GeniusWorks, a boutique consulting firm, helping clients around the world to make sense of fast-changing markets, and find new ways to think, compete and win. He features on the Thinkers 50 “Guru Radar” as one of the world’s top business experts. Having trained as a nuclear physicist, Peter moved to managing brands like Concorde at British Airways, helping Microsoft to adopt a value-based marketing model, and Virgin to launch into new markets. He has worked in every sector and region of the world. As CEO of the world's largest marketing organisation, the Chartered Institute of Marketing, he became a global authority on what's best and next in business and markets. Finding his own space, he founded GeniusWorks, with offices in London and Istanbul. He works with businesses in every sector, food to fashion, skincare to stock exchanges – brands as diverse as Aeroflot and Coca Cola, DSM and GSK, Mars and M&S, Philosophy and Red Bull, Sabre and Santander, Tata and Turkcell, Virgin and Visa, Vodafone and Yapi Kredi - to think bigger and smarter, develop innovative strategies, bolder brands, and accelerate growth. Peter’s new book "Gamechangers ... Are you ready to change the world?” explores the next generation of 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 Marketing 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 most recently "Creative Genius" defining what it takes to be Leonardo da Vinci in the 21 Century. Peter was described by Business Strategy Journal as "one of the best new business thinkers". He is thoughtful and practical, combining high-energy keynotes with high-impact workshops. Each one is uniquely designed for the specific audience, their issues and aspirations. Helping people to find their own space, to be leaders of change - to be bold, brave and brilliant.
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Find out more Email: [email protected] Phone: +44 7834483830 Twitter: @geniusworks Website: www.theGeniusWorks.com