mentoring - geniusworks · 2016-06-20 · mentoring by peter fisk edde sands, 22 march 2012...
TRANSCRIPT
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mentoring by peter fisk
edde sands, 22 march 2012
workbook for session 1
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Change … Power Shifts and New Whitespaces
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Customers … Customer Context, Human Essentials
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Brands … Brand Essence, Propositions, Narratives
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Innovation … Creativity, Innovation, Business Model
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ceo mentoring
Change … How to seize opportunities of changing markets • Exploring the new value drivers of markets and business
• Finding the best global and local market opportunities
• Understanding how the best new businesses win
Customers … How to understand and engage them better • Seeing your business from a customer/consumer perspective
• Understanding their priorities and preferences more deeply
• Segmenting markets in practical and profitable ways
Brands … How to build bolder and more distinctive brands • Defining your brand more clearly, and what it does for people
• Developing specific propositions for each target segment
• Communicating brand and propositions effectively
Innovation … How to develop new products and solutions • Being more creative, driving smarter and faster innovation
• Using open, crowdsourcing, and co-creation approaches
• Innovating your business model, how you make money
Long-term >1 year Short-term <1 year
Ch
all
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Op
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Business Priorities 1
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Consumer
change
Political
change
Technological
change
Structural
change
Competitive
change
Economic
change
Other
changes
My old world My future world
CHANGE DRIVERS 2
© GeniusWorks 2012. All rights reserved.
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© GeniusWorks 2012. All rights reserved.
Customer insight 3
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Customer context 4
© GeniusWorks 2012. All rights reserved.
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Brand Definition 5
© GeniusWorks 2012. All rights reserved.
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Creative Fusion
© GeniusWorks 2012. All rights reserved.
Long Queues
Silent
Cashiers
Bars
Finance
Complicated
Transactions
Boring
Long Queues
Silent
Cashiers
Bars
Finance
Complicated
Transactions
Boring
Long Queues
Silent
Cashiers
Bars
Finance
Complicated
Transactions
Boring
Existing business: Creative parallel: Creative fusion:
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Business models
© GeniusWorks 2012. All rights reserved.
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Assets and
Capabilities
Products &
Services
Value
Proposition
Channels &
Support
Customer
Segments
Supply
Networks
Market
Networks
Costs Performance Revenues
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© GeniusWorks 2012. All rights reserved.
Priority actions 8
Urgent Less urgent Very urgent
Imp
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Imp
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Peter Fisk is a best-selling author and inspirational speaker, a strategic consultant to leading
companies around the world and a business entrepreneur.
Peter leads GeniusWorks, a strategic innovation business based in London and Budapest,
Istanbul and Dubai, that works with senior management to “see things differently” – to develop
and implement more inspired strategies for brands, innovation and marketing. Gamechanger is
a strategy accelerator for leadership teams, Innolab is a facilitated innovation process based on
deep customer insights and creative thinking, and BrandVision is a platform to develop better
brands and brand portfolios.
His best-selling book Marketing Genius explores the left and right-brain approaches to
competitive success, and has been translated into more than 35 languages. Customer Genius
describes how to build a customer-centric business, Business Genius is about inspired
leadership and strategy, Creative Genius is the innovation guide for border crossers and game-
changers, whilst People Planet Profit explains how to grow, whilst doing good ethically, socially
and for the environment.
Peter grew up in the remote farming community of Northumberland, in the North East of
England, and after exploring the world of nuclear physics, joined British Airways at a time when
it was embarking upon becoming “the world’s favourite airline” with a cultural alignment
around customers.
He went on to work with many of the world’s leading companies, helping them to grow more
profitably by becoming more customer-centric in their structure, operations and leadership. He
works across sectors, encouraging business leaders to take a customer perspective, and
learning from different types of experiences. His clients include American Express and Aeroflot,
Coca Cola and Cemex, Lastminute.com and Marks & Spencer, Microsoft and O2, Orange and
Red Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra and Virgin, Vodafone and
Volkswagen.
He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largest
marketing organisation. He led the strategic marketing consulting team of PA Consulting Group,
and was MD of Brand Finance before founding his own business. He was recently described by
Business Strategy Review as “one of the best new business thinkers” and is in demand around the
world as an expert advisor and energising speaker.
.
@geniusworks
www.theGeniusWorks.com
Peter Fisk