Achieving Peak Performance: Winning Brands, Inspiring Leaders and Accelerating Growth

Achieving Peak Performance

Altius CITIUSFortius

HIGHER Bolder Ambition

Faster smarter Thinking

StrongerWinning together

HigHer … bolder ambition • Winning in a changing world • Seeing things differently • Building bolder brandsFaster … tHinking smarter • Engaging people more deeply • Innovating everything we do • Accelerating radical actionStronger … winning togetHer • Doing the impossible together • Being a courageous leader • Growing from 2% to 20% by 2020

VUCA WORLD

VolatileUncertain ComplexAmbiguous

VibrantUnREALCrazyAstounding

Winners

LOSERS

West East

West East Big SmallBusiness Consumer Mass NicheVolume Value

Here’s to tHe crazy ones ... “Times of turbulence are the mostThe misfits. The rebels.The troublemakers. exciting times ... becauseThe round pegs in the square holes.The ones who see things differently. everything changes”Theyre 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 cant do isignore them.Because they change things.

iPod born in a recession 2001 MTV born in a recession 1981 Microsoft born in a recession 1975 HP born in a recession GEborn in a 1929recession 1876

PARADOX

RELEVANCE

Mobility

CONTENT

RENTAL

PARTNERS

NETWORKS

CO-creatingCROWDSOURCED

RELATIONSHIPSMore CAPABLE

CO-creatingCo-Created

EXPERIENCES

Seeing things differently© GeniusWorks

A+F, selling clothes?

… selling sex

ZAPPOS, SELLING SHOES?

… delivering Happiness

BRAND PURPOSE© GeniusWorks

MORE THAN A LOGO

ENABLING MORE

More than a shoe

ENABLING MORE

GROWTH WHEEL Operational Growth Structural Innovative Growth Growth Marketspace Growth© GeniusWorks

GROWTH WHEEL Operational Growth New consumers New propositions New editions New promotions New pricing Structural Innovative Growth Growth New ventures New concepts New business models New applications New processes New products New organisations New services New acquisitions New geographies Marketspace Growth New brands New experiences New categories New partnerships New channels© GeniusWorks

"Champions arent made in the gyms Champions are made from somethin they have deep inside them … a desire, a dream, a vision."“Champions arent made in the gyms. They are made from something deep inside them … a desire, a dream, a vision."

FOSBURY

"Champions arent made in the gyms Champions are made from somethin they have deep inside them … a desire, a dream, a vision."“There is always another way … to make the impossible possible”

"Champions arent made in the gyms Champions are made from somethin they have deep inside them … a desire, a dream, a vision."“Some people want it to happen, some wish it would happen, others make it happen”

SCHUMACHER

"Champions arent made in the gyms Champions are made from somethin they have deep inside them … a desire, a dream, a vision."“If we did the things we are capable of, we would astound ourselves.

PEAK PERFORMANCE© GeniusWorks

Faster smarter Thinking

Michael JOHNSON

SUPERBOWL 2012

WILLIAMS F1 TEAM

PEAK PERFORMANCE Performance Peak Flow Anxiety Tension Stress Motivation Demotivation Vision Burn-out Effort© GeniusWorks

SPEED POWER AGILITY REACTION QUICKNESS

2.60SPEED POWER AGILITY REACTION QUICKNESS

deeper INSIGHTS Energisers “Aspirations” “Distinguishers” Surprising people memorably Enablers “Wants” “Differentiators” Enabling people to do more Essentials “Needs” “Must Dos” Delivering what is expected© GeniusWorks

APPLE iPODgenius works

Desperate Video Housewives iPod Motorola Photo Phone(RED) Nano Podcasting 60G Shuffle MiniLegalising Music Iconic iTunesFilesharing Store design White Imitation Ad cables And buzz Graphics Exclusive U2 iPod Releases Vertigo Brand Success Special Story Edition Apple iMac Steve Jobs

Creative Fusions© GeniusWorks

NIKE +

M-PESA

Co-creating Creators Activists Contributors Socialisers Spectators theGeniusWorks.com© GeniusWorks

KITKAT JP

EXPERIENCE DESIGN© GeniusWorks

CAR IN A BOX

DYNAMIC PRICING

ENABLING MORE Brand as an Brand as an Scripted educator entertainer Unscripted delivery delivery Brand as a Brand as a guide coach Active experience

DRAMATIC

EXPERIENCES

New vending

Gaming theGeniusWorks.com

GIFTING

UMPQUA BANK

Innovative fusion Example: Banks Silent Funky music Cashiers Great service Bars Openness Long Queues Take a seat Finance About lifestyle Complicated Made easy Transactions Community build Boring Fun© GeniusWorks

Innovative fusion Example: Banks Silent Funky music Funky Cashiers Great service Concierge Bars Openness Sofas Long Queues Take a seat Caffe Latte Finance About lifestyle Life Complicated Made easy Colourful Transactions Community build Community Boring Fun Fun© GeniusWorks

Stronger Winning together

Future backgenius works

WINNING TEAMS

coke’s market map Bulk water 5 year average growth rate Sports drinks Retail water Ready-to-drink Juice drinks tea Juices and nectars Ready-to-drink Bubble size reflects estimated coffee global beverage profits Carbonated The Coca-Cola Company Soft-drinks Other brands Industry unit margins ($)

coke’s market map Purified Strategic fit 2. Grow margins water 1. Build capability and accelerate 3. Participate selectively Sports Fruit RTD drinks tea drinks RTD Mineral Juices and coffee water nectars Energy drinks Bulk water Powders 4. Approach differently 5. De-emphasise Market attractiveness

More RELEVANTMORE EMOTIONAL

samsUng’s inspiration… tae kUk

$55BN SALES

$10BN PROFITS

consumer immersionConnect & Develop Design Thinking

60% Profits growth

VALUE CREATION Actual profits of previous years Estimated profits of future years Adjusted profits of future years (discounted for uncertainty) (more accurately, we consider the “economic” profit, which takes into the cost of capital) Economic “value” is the sum of the likely future profits Previous This Future years year years theGeniusWorks.com© GeniusWorks

it’s aboUt yoU

“Put a ding in the universe”

peterfisk@peterfisk.comwww.theGeniusWorks.com hanymwafy@me.com www.GeniusMe.net

Achieving Peak Performance: Winning Brands, Inspiring Leaders and Accelerating Growth

by Peter Fisk

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