Apple to Obama: The New Market Leaders

THE NEW MARKET LEADERS theGeniusWorks.com

CRISIS theGeniusWorks.com

UNCERTAINTY Two turbulent years ... theGeniusWorks.com

FEAR theGeniusWorks.com

theGeniusWorks.com HOPE

THE NEW WHITESPACES

WEST EAST theGeniusWorks.com

WEST EAST BIG SMALL BUSINESS CUSTOMER MASS NICHE VOLUME VALUE theGeniusWorks.com

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In 2010 the world economy is expected to grow by 3.1% after a decline of 1.1% in 2009 ... E7 +5.1% in 2010 E7 +1.7% G7 in 2009 +1.3% in 2010 G7 -3.4% iin 2009 E7 is the BRIC nations (Brazil, Russia, India and China) plus Mexico, Indonesia and Turkey Mexico theGeniusWorks.com

E7 NATIONS WOMEN EDUCATION WATER HEALTHCARE CITIES GRIN RENTAL BOOMERS

Ageing (big business) ... Artvertising (ads need to do more for you) ... Brand alliances Bioplastics ... eBooks (eventually come of age) ... Business models (in every sector) CHIME nations ... Creative charities ... Crowdsourcing (research, design, communicate) Debt ... Device convergence ... Digital nomads (wandering in a virtual world) Energy (where the brains are focused) ... Social Entrepreneurs ... Extreme weather Fairtrade ... Fractional ownership ... Fuel cells (where the venture capital is focused) Genetic-based services ... GPS devices (the power of mobility) ... Graffiti fashion Happiness (yes, it really is the new priority) ... Healthcare revolution ... Reid Hoffman Identity protection (you, your brand, your reputation) ... Inflation ... Islamic finance Fashion jewellery ... Multi jobbing ... Jumpsuits (yes, they're back with Stella McCartney) Knowledge clouds ... Korean brands (the new innovation leaders) ... Kazikstan Licensing ... Life caching ... Location-based marketing (when and where are customers) Managing complexity ... Meaning (making sense, adding purpose) ... Micropayments Nanotechnology (from cleaning to clothes) ... Neural networks ... N11 nations Obesity (whilst half the world still starves) ... Oil prices ... Cautious optimism Personalisation ... Pop-up retailing (no longer a fad serious business) ... Privacy fad, InQBox (fantastic Japanese retail concept) ... Quantum computing ... Quebec online Realness ... Rental culture ... Responsible business (more than the environment) Self publishing ... Simplicity (the biggest trend of all) ... Space tourism (Virgin Galactic) p y Tablet computers (just wait for MacWorld 2010) ... Tweeting ... Two-speed economy Unemployment ... Urbanisation ... User generated (from Current TV to Threadless) Viral rage (customer complaints just went global) ... Virtual Hybrids ... Volatility Water scarcity ... Wild weather ... Women consumers (growing faster than China) Generation X ... X-Prizes (space travel to electric cars) ... XL accessories Yang Du (Shanghai cool) ... YouTubevertising (one that works) ... Mohammad Yunus Zespri Gold (amazing kiwis) ... Zipcars ... Zopa (business model for future banking)

RESPONSIBLE CONSIDERED MEANINGFUL CARING EMPOWERED RESOURCEFUL CAPABLE SELFLESS WELLBEING HUMAN INDIVIDUAL HAPPINESS COLLABORATIVE CONTRIBUTING PARTICIPATIVE SHARING INDULGENT EXPRESSIVE ESCAPIST QUIRKY

RETHINKING MARKETING

PUSHING DELEGATED PRODUCTISED HIGH EXPECTATIONS LITTLE TRUST O LOYALTY RARE AVERAGED UNCREATIVE INEFFECTIVE C theGeniusWorks.com

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FROM PUSH ...

... TO PULL

RATAN TATA DAVE STEWART DAVE STEWART SHIGERU MIYAMOTO ANDREA JUNG JOHN MAEDA STEFFI GERMANOTTA LADY GAGA REID HOFFMAN JACK MA SERGIO MARCHIONNE

FROM US ...

... TO THEM

EMOTIONAL COLLABORATIVE SUSTAINABLE

AIR ASIA PIXAR NINTENDO SHANGHAI TANG GOLLA SAMSUNG VIRGIN GALACTIC LI+FUNG ZAPPOS

CUSTOMERS BRANDS PRODUCTS PRICE C PROMOTION PLACE RELATIONSHIPS theGeniusWorks.com

CUSTOMERS PARTICIPANTS BRANDS PURPOSE PRODUCTS ENABLERS PRICE C PERCEPTIONS C O S PROMOTION STORIES PLACE PARTNERS RELATIONSHIPS COMMUNITIES theGeniusWorks.com

THE NEW MARKET LEADERS

OBAMA ‘08

YES WE CAN CHANGE INTERACTIVE YOUTH O COLLABORATIVE STORIES PRIORITIES

MY.BARACKOBAMA INTERACTIVE MULTI NETWORKS COMMUNITY CO MICRO PAYMENTS $ $265M V $88M $ CONTINUITY

BRAND ISSUES AND IDEAS WILL.I.AM INFOMERCIALS O C S UPDATES INTEGRATION ICONIC

BILLUND 1932 “LEG GODT” TOY OF THE CENTURY 2005 CONCEPTS COMMUNITIES #5 BUT #1

ZIPCARS

BERLIN 2000 WHY HAVE A CAR? RENTAL INTERACTIVE C CHEAPER THAN TAXI 49 CITIES STREETCAR 2010

THREADLESS

DEHART & NIKELL T-SHIRTS USER GENERATED WIN $2000 COMMUNITY $ $4 TO $15 $ DIGITAL HYBRID

E-CLOTHS E CLOTHS

TAD GREEN ENVIRO PRODUCTS 48000 STRANDS/CM2 NO DETERGENTS O G S SAVE £100/YEAR BOSCH, GAGGIA, SMEG , , GOOD AND BETTER

MENLO PARK 2003 200 MILES 0-60 0 60 IN 3.9 S CS 3 9 SECS $109,000 $109 000 ELON MUSK $105M GOOGLE & DAIMLER SEX SAVES THE WORLD

JOBS/WOZNIAK 1976 $1BN BY 1980 1985-1996 JOBS & JELLYBEANS O S S IMAC 1999 DIGITAL HUB ONLINE/RETAIL

IPOD 2001 $8BN ITUNES 2003 10BN 0 IPHONE 2007 $ $13BN IPAD 2010

MOBILE DEVICE CO. JOBS + IVE BEAUTIFUL OBJECTS SAYING NO S G O BEYOND PROCESS PLATFORMS BOLD EXPERIMENTS

DON’T SELL PRODUCTS NEVER FIRST EARLY ADOPTERS MAGIC WORDS GC O S FOCUS ON THE FEEL PACKAGING KEEP MOVING

$300bn $200bn $100bn 2000 2002 2004 2006 2008 2010

INSPIRING CUSTOMERS ENGAGE CONNECT ENABLE theGeniusWorks.com

1. START WITH A PURPOSE THAT INSPIRES PEOPLE ... HUMAN From Aveda to Pixar, more purpose and more empathy for people theGeniusWorks.com

2. DESIGN A BUSINESS THAT ENABLES PEOPLE TO DO MORE ... DESIGNED RESPONSIBLE From Nintendo to Aravind and Tesla Shanghai Tang, delivering social and function and form environmental that enables innovation more HUMAN From Aveda to Pixar, more purpose and more empathy for people theGeniusWorks.com

3. EMBRACE THE POWER OF NETWORKS AND PARTNERS ... DESIGNED RESPONSIBLE From Nintendo to Aravind and Tesla Shanghai Tang, delivering social and function and form environmental that enables innovation more NETWORKED COLLABORATIVE Current TV and Alibaba and Lego, Threadless, connecting your co-creating and customers and user-generated partners HUMAN From Aveda to Pixar, more purpose and more empathy for people theGeniusWorks.com

4. BRINGING IT ALL ICONIC TOGETHER ... Apple and Obama embracing stories, distinction and aspirations DESIGNED RESPONSIBLE From Nintendo to Aravind and Tesla Shanghai Tang, delivering social and function and form environmental that enables innovation more A NEW KIND NETWORKED OF BUSINESS COLLABORATIVE Current TV and Alibaba and Lego, Threadless, connecting your co-creating and customers and user-generated partners HUMAN AGILE From Aveda to LiveNation and Pixar, more Zipcars and the purpose and more speed of Asia, empathy for Youth and people change theGeniusWorks.com

INSPIRED BUSINESS MORE CREATIVE MORE DISTINCTIVE MORE PROFITABLE

ICONIC Apple and Obama embracing stories, distinction and aspirations DESIGNED RESPONSIBLE From Nintendo to Aravind and Tesla Shanghai Tang, delivering social and function and form environmental that enables innovation more NETWORKED COLLABORATIVE Current TV and Alibaba and Lego, Threadless, connecting your co-creating and customers and user-generated partners HUMAN AGILE From Aveda to LiveNation and Pixar, more Zipcars and the purpose and more speed of Asia, empathy for Youth and people change theGeniusWorks.com

THE DONUT BUSINESS theGeniusWorks.com

INSPIRING LEADERSHIP

THE DONUT BUSINESS DRIVEN BY THE OUTSIDE WORLD WHERE BIGGEST IS NO LONGER BEST AND THE BEST IDEAS ARE OUTSIDE NOT INSIDE MORE CREATIVE, COLLABORATIVE, COMPETITIVE BECOMING A NEW MARKET LEADER theGeniusWorks.com

THE NEW MARKET LEADERS BE BOLD BE BRAVE BE BRILLIANT BOLD. BRAVE. BRILLIANT. theGeniusWorks.com

peterfisk@peterfisk.com theGeniusWorks.com theGeniusWorks.com

Apple to Obama: The New Market Leaders

by Peter Fisk

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