New Market Leaders: Developing Leaders of the Growth Markets


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The essential 4 day program for business leaders, marketers and innovators competing in the new fast growth ("emerging") markets. Peter Fisk stretches and stimulates, and supports new learning and real application to the big issues and opportunities of teams and individuals leading the new business world.

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New Market Leaders: Developing Leaders of the Growth Markets

  1. 1. +genius Winning in the new fast-growth markets Strategy and innovation, marketing and performance Do you have what it takes to be a market leader in the new business world? Innovative 4 day program for executive teams of business and market leaders in fast-growth markets Inspiring ideas and practical action
  2. 2. What does it take to win in new fast-growth markets? Beijing to Bogota, Jakarta to Qatar, Moscow to Mumbai … We meet in Istanbul, one of the most world’s most vibrant, fastest growing cities … to explore how to win in the new world. +genius+genius+genius+genius “New market leaders” is specifically for business leaders in fast-growing (emerging, developing) markets
  3. 3. +genius+genius+genius Winning in changing markets … requires new thinking
  4. 4. How will you harness the potential of your business and brands, innovation and marketing to engage consumers deeply and accelerate growth? +genius+genius+genius+genius How can you grow better, faster and more innovatively?
  5. 5. +genius the agenda 4 inspiring and intensive days of “new insights and best practices” focusing on the ideas and actions required to win in fast-growth markets • Market Leaders: day 1 explores strategy and markets, understanding changing markets and priorities, focusing on the best opportunities. • Inspiring Brands: day 2 is about consumers and propositions, capturing new insights, harnessing social media and integrating communication. • Winning Innovation: day 3 focuses on innovation and delivery of better products, business models and customer experiences. • Business impact: day 4 prepares you to accelerate growth and to lead in a way that amplifies the potential of others, to create a better future together The program will be stretching (inspiring, challenging) and practical (applying, implementing) • Exploring new and relevant case studies, to learn the best ideas from growth markets and sectors • Preparing to drive faster action in your own business, to win in your high growth market. +genius+genius+genius The agenda
  6. 6. Day 1 … Market Leaders … Winning market strategies • Market Dynamics: Welcome to a VUCA world, where a new generation of business is emerging. • Power Shifts: from west to east, big to small, business to customer, volume to value. • New Whitespaces: New hotspots for growth, from women to cities, healthcare to Brazil. • New Business Models: Networks and collaboration are transforming the way business work and win. 0900 – 1030 Changing Markets Customer insights 1100 – 1230 Market Strategies +genius 1330 – 1500 Customer World 1530 – 1700 Analytics and Insights • Inspiring purpose: having a vision beyond profit, to make life better, in a distinctive, better way. • Opportunity Mapping: using adjacent markets to identify the best opportunities for profit growth. • Growth Wheel: Exploring the different types of growth, for short and long-term success. • Value Creation: from value disciplines to economic drivers, how to measure business performance. • Insights and Trends: Core values and enduring trends that are shaping markets and people. • Context and Framing: Reframing your business around what people want, not what we sell. • Energiser Pyramids: Rising above essentials, to focus on customer enablers and energisers. • Crowds and Participation: Engaging customers in co-marketing for more insight and impact. • Customer Insight: Using diverse research tech to explore needs and wants, including deep dives. • Market Segmentation: Making sense of markets and focusing through appropriate segmentation. • Customer Profitability: Evaluate the lifetime value of each customer to prioritise resources • Predictive Analytics: Evaluating characteristics and behaviours to identify best opportunities. Market strategies +genius+genius+genius
  7. 7. Day 1 … Market Leaders … Winning market strategies Customer insights +genius Market strategy +genius+genius+genius
  8. 8. Day 2 … Inspiring Brands … Engaging consumers better 0900 – 1030 Building Brands Customer insightsBolder brands 1100 – 1230 Consumer Narratives +genius 1330 – 1500 Value Propositions 1530 – 1700 Digital and Soclal Media • Defining Brands: Finding the essence of what a brand enables, how it is different, makes people feel. • Brand Architectures: Masterbrands, sub-brands, endorsements and more – how it all works together. • Licensing and Franchising: Extending your brand through partnerships into new markets and categories. • Affinity and Partner Brands: Building your brand helo by working with complementary brands. • Consumer narrative: Articulating your brand in terms most meaningful to your audience. • Brand Storytelling: Turning your brand into memorable words and pictures. • Contagions and funnels: Spreading your story, and using AIDA and reverse funnels. • Integrated Communication: Bringing together all your agencies, media and conversations. • Consumer Value: articulating the superior rational/ emotional value which you create for your customer. • Reframing Competition: Redefining this value in a more valuable context for customers and price. • Distinctive Benefits: Articulating the benefits in clear and relevant ways for teach arget segment • Pricing Strategies: Considering the price position relative to the peer group and perceived value. • Clicks, Likes, and Tweets: Making sense of social media and digital marketing platforms. • The SoLoMo Consumer: Exploring how consumers are influenced and buy in new ways. • Online Communities: How to build communities around your brand using social media. • Mobile Marketing: Time and place became the most important factors of your marketing. Engaging propositions +genius+genius+genius
  9. 9. Day 2 … Inspiring Brands … Engaging consumers better +genius+genius+genius+genius
  10. 10. Day 3 … Winning Innovation … Delivering great experiences 0900 – 1030 Smarter Innovation Winning experiences 1100 – 1230 Better products and services +genius 1330 – 1500 Designing a great experience 1530 – 1700 Performance Delivery • Creative toolkit: Exploring a range of creative tools to generate more better ideas faster. • Open innovation: Working with business and customer partners to share and achieve more. • Frugal and bottom-up: Rethinking where good ideas come from, and the process to innovate. • Innovation process: opening up closing down, from insight to design, evaluation to launch, and management. • Parallel markets: learning from parallels to explore customer behaviours, preferences and solutions. • Social and environmental: harnessing sustainability to drive better innovation. • Customised solutions: personalising products and solutions for each customer.. • Business model design: rethinking the way you make money, channels and partners. • Experience mapping: evaluating the existing and developing a better experience for the customer. • Brand theatre: exploring how the brand can add value to the experience in different ways. • Personal service: delivering more relevant and empathetic service at every touchpoint. • Customer loyalty: building relationships and community that drive retention and advoacy. • Return on Marketing Investment: measuring the effectiveness, and optimising budgets and resources. • Net Promoter Score: exploring alternative metrics for marketing including NPS. • Brand Equity and Brand Value: Calculating the impact of marketing on brands and business. • New Role of Marketing: customer champions, business innovators, growth drivers … and future CEOs. Customer insightsInnovative solutions +genius+genius
  11. 11. Day 3 … Winning Innovation … Delivering great experiences +genius+genius+genius+genius
  12. 12. Day 4 … Business Impact … accelerating profitable growth Part 1, 0900 – 1030 Delivering profitable growth Customer insightsAccelerating growth Inspiring leaders Part 2, 1100 – 1230 Measuring and improving results +genius Part 3, 1330 – 1500 Developing your 90 Day Plan +genius+genius+genius Part 4, 1530 – 1700 Leaders create a better future
  13. 13. Day 4 … Business Impact … accelerating profitable growth +genius+genius+genius+genius
  14. 14. The program will include a portfolio of articles, book extracts, case studies, videos, processes and tools, and useful links, to support participants during and beyond the programme (can be available on a memory stick). The toolkit Inspiring articles will include • Gamechangers: the next generation of market leaders • Finding a better place: new markets, new opportunities • Brand Building by Pixar: more creative communications • The 7 Whitespaces: exploring the new opportunities to 2020 • The co-marketing manual: a guide to more collaborative marketing • Learning from da Vinci: Innovation from the future back • Welcome to my world: Doing business on customers terms Global case studies will include • GE: rebuilding a business around customers and sustainability • Tata: rethinking business from an Indian perspective • Alibaba: the Chinese business network for the 21st century • Threadless: cool co-creation clothing business from California • Whirlpool: a more disciplined approach to design and innovation • Cemex: driving differentiation and profits in commodity markets • Virgin: the marketing machine that keeps doing the impossible. Action toolkits will include • Strategy tools: from market mapping to strategy formulation • Branding tools: from brand essence to customer value propositions • Insight tools: from customer immersion to market segmentation • Communication tools: from customer narratives to social media • Creativity tools: from advanced brainstorming to parallel markets • Innovation tools: from concept designs to accelerated innovation • Performance tools: from net promoter to brand equity measurement. +genius+genius
  15. 15. +genius power shifts, mindset flips, changing the rules of business Brands change as markets change … how will you win? +genius+genius
  16. 16. Alibaba. Jack Ma’s digital collaboration and distribution platform for the new world Natura. From the beeches of Rio, natural cosmetics with social business models M-Pesa. Safaricom’s SMS service becoming a digital currency for Africa Baltika. World’s fastest growing beer brand, and the pride of Russia Zidisha. African peer to peer financial service, helping small entrepreneurs to grow Thomson Reuters. From data spreadsheets to human and insightful infographics Cemex. Mexico’s leading brand builds communities, rather than supply cement 23andMe. Profile your DNA for $300 and change your priorities for life Tata. From steel to Range Rover, the Indian monolith is rapidly going global Zynga. The world’s best online games, from Farmville to new Facebook challenger Dacia. Renault revitalised the classic Romanian car brand into a low cost leader across Europe Air Asia. The low cost, premium airline that is beating global carriers by focus and innovation Azuri Tech. Solar power to remote Africa with new pay-as- you-go business model Samsung. Finding inspiration in Korea’s “tae kuk” to combine technology and inspiration LA Organic. Philippe Starck branding and design makes Spanish olive oil cool again Zipcars. Rent a cool car for a minute or a month, just search by GPS and pay by subscription Kickstarter. Crowd-funding your next start-up or project, engaging audiences to do more +genius Next generation brands play by different rules … +genius+genius
  17. 17. New consumer agenda 2013+ +genius … changing needs and aspirations of customers +genius+genius
  18. 18. Innovation leadersHow will you embrace the best ideas and next practices? +genius+genius
  19. 19. Delivered by inspiring, expert coaches Csaba Manyai Budapest, Hungary Exploring the emerging markets of Central Europe Jonathan Dutton Melbourne, Australia Exploring the fastest growing markets of South East Asia Tanyer Sonmezer Istanbul, Turkey Exploring the emerging markets of Turkey and beyond Hany Mwafy Cairo/Dubai Exploring the fast changing markets of the Middle East Peter Fisk London/Global Exploring the new markets, brands and businesses Diana Verde Nieto Argentina/Digital Exploring Latin America and the digital world Peter Fisk will lead the workshop with expert insights from any of the network to be agreed. Istanbul workshops will be co-hosted by Tanyer Sonmezer and also include other expert guests. Alok Sawney Mumbai, India Exploring the vibrant markets of India Also available in local markets, customised to specific issues and locations. +genius+genius+genius
  20. 20. Are you ready to change the world? The new breed of market leaders think and act differently. They fuse digital and physical, global and local, ideas and networks. They win by being smart, fast and connected – rather than through scale and efficiency. They embrace all the new business tools - from empathetic design to disruptive technologies, social media to sustainable innovation – bringing them together for more impact. These are the building blocks for you to come a gamechanger too. • Human … customer-driven, human-centred emotionally-engaging business • Creative … design and innovation, to think bolder , different and better • Networked … built around networks and partnerships of supply and demand • Social … social media and online communities, but local and tribal too • Participative … crowdsourcing, co-creating, collaborating with customers • Responsible … doing better by doing good, socially and environmentally “Gamechangers: Next Generation Brands and Business Innovation” … the next book from Peter Fisk Explore and collaborate with the work in progress at
  21. 21. Business vision Masterclasses Gamechanger Lab Innovation Business summits Think Different Brand strategy Customised training New Customer Agenda Propositions Innovative Leaders Einstein Picasso Business impact Winning Marketers GenY+SoLoMo=expG Future Innolab Brandlab optima fast Strategic consulting Practical development Inspiring keynotes Contact Peter Fisk at or +44(0)783448383 … new articles, book extracts, videos, and blog at Exploring your biggest challenges and opportunities, developing smarter strategies and innovative solutions for implementation and profitable growth. Customised approaches, built around these proven formats: Fast, intense process helping executive teams rethink purpose and strategy in a fast changing world, and then to refocus and reinvent the business for the future. Recent clients: Cinnamon, Vodafone Accelerated and collaborative three phase process exploring insights, designing concepts and delivering innovative solutions for market success. Recent clients: Savola Foods, Turkcell Developing or extending your brand for a better future, based on purpose and relevance, differentiation and identity, experience and effective delivery. Recent clients: Aeroflot, Philosophy Developing fresh, distinctive value propositions for each target audience, building on the brand to engage customers and deliver better solutions. Recent clients: TeliaSonera, Visa Europe Exploring your biggest challenges and opportunities, developing smarter strategies and innovative solutions implementation and profitable growth. Recent clients: Microsoft, Pinar Developing people to think different and act smarter in the new business world, from summits and seminars, to practical workshops and retreats, the content and experience is designed around your people: Inspiring, practical and stretching 1-2 day seminars on future strategy and brands, marketing and innovation applied to your business issues and sector opportunities. Recent clients: BNP Paribas, Skanska Bringing your people together to rethink and refocus their priorities and direction. Designing and facilitating the format and content to energise, connect and enable. Recent clients: Hershey’s, Time Warner Working with you to design better programmes from 40+ modules, based on team and personal capabilities and priorities, qualifications and real impact. Recent clients: Coca Cola, Eczacibasi From 2d to 4d: command and control to connecting and collaborating, catalysing and creating, amplifying potential to deliver business and market leadership. Recent clients: Coty Beauty, Lastminute Customer champions, business innovators, growth drivers … how to drive and align the business, and deliver more business and market impact. Recent clients: Nestle, Standard Life Alibaba to Zidisha, Ashmei to ZaoZao, the next generation of brands are shaping markets with new ideas and tools. What does it take to compete, innovate and win in these new markets? Example themes for keynote speeches: How to shape your market in your own vision, not live in the shadow of others. How to innovate from the future back, then win now forward. What is the future of health, retail, travel and your world? Steve Jobs was a genius and a geek, who defied the rules of business to create new markets, and phenomenal results. How can you apply the magic of Apple to your business, and Steve to your leadership? What do post-crisis, digitally enabled, globally influenced customers really want? Connecting insights and trends, to explore how you can do more for your customers, and outthink the competition. How to combine the analytical precision and disruptive imagination of your left and right brain to think bigger, simplify complexity, shape the future, innovate smarter, and make better decisions. Young people, social media, mobile marketing … connecting digital and physical worlds, networks and content, viral storytelling and target promotions to deliver faster, exponential growth. myworld +genius
  22. 22. Peter Fisk is a business and brand innovation expert. He is a strategic advisor to business leaders on winning strategies and bolder brands, smarter innovation and better marketing … making sense of fast-changing markets, learning from the next generation of brands, digital and physical, large and small, west and east, new ideas and practical solutions … inspiring and enabling you to innovate and win in the exciting new world of 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 a strategic consultant and energising speaker. Peter leads GeniusWorks, a business innovation specialist based in London, and works with senior management worldwide to “see things differently” – to develop and implement more inspired strategies for brands, innovation and marketing. FastFuture is a strategy accelerator for leadership teams, InnoLab is a facilitated innovation process based on deep customer insights and creative thinking, and BrandOptima is a platform to develop better brands and brand portfolios. He also offers a broad range of development workshops, combining new ideas, next practices and effective action. His next book is Gamechangers …about the next generation of businesses - from Alibaba to Zipcars, Ashmei to Zynga - who are transforming markets with bolder brands, smarter innovation and clever marketing. They play by different rules, embracing the growth of emerging markets and power of digital networks, human design and social entrepreneurship, and they win with better results. His previous books include Creative Genius bringing together entrepreneurs and artists, rockstars and rockets scientists, in "the essential guide to innovation for business leaders". Marketing Genius explores the left and right-brain approaches to competitive success (translated into 35 languages!), Customer Genius describes how to build a customer-centric business, Business Genius is about inspired leadership and strategy, whilst People Planet Profit explains how to grow, and be good. 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” and managed brands like Concorde. 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 Cooperative Bank, GSK and Marks & Spencer, Microsoft and O2, Orange and Pfizer, Philips and Red Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra and Virgin, Visa and Vodafone. Previously he was CEO of the world’s largest marketing organisation, the Chartered Institute of Marketing. He led the strategic marketing consulting team of PA Consulting Group, was MD of Brand Finance and partner of The Foundation, before founding his own business, GeniusWorks. . Email: Twitter: @geniusworks Website: Project:
  23. 23. Email: Phone: +44 (0) 7834483830 Twitter: @geniusworks Website: