Winning as a 21st Century Marketer by Peter Fisk

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What it takes to be a marketer in the new business world - making sense of complexity, embracing social technologies, thinking global and acting local, building brands and driving innovation, inspiring business and consumers.

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Winning as a 21st Century Marketer by Peter Fisk

  1. 1. Winningas a 21st centurymarketerPeter Fisk,28 November 2011
  2. 2. World changing,1 game changing Shaping markets2 from the future back Building brands3 from the outside in Being bold,4 brave and brilliant
  3. 3. Vibrant marketsgenius works
  4. 4. Declining marketsgenius works
  5. 5. Opportunities unlimitedgenius works
  6. 6. … if you think differentlygenius works
  7. 7. World changing, 1 game changing• Shifting power• Intelligent consumers• New business models• Shaping markets• New market leaders
  8. 8. West Eastgenius works
  9. 9. West East Big Smallgenius works
  10. 10. West East Big Small Business Consumergenius works
  11. 11. West East Big Small Business Consumer Mass Nichegenius works
  12. 12. West East Big Small Business Consumer Mass Niche Volume Valuegenius theGeniusWorks.com works
  13. 13. 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. theGeniusWorks.comgenius works
  14. 14. 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 theGeniusWorks.com
  15. 15. VUCA WORLDgenius works
  16. 16. VolatileUncertain ComplexAmbiguous
  17. 17. VibrantUnREALCrazyAstounding
  18. 18. Game Changinggenius works
  19. 19. Game Changinggenius works
  20. 20. GAME CHANGINGgenius works
  21. 21. Game changinggenius works
  22. 22. GAME CHANGINGgenius works
  23. 23. GAME CHANGINGgenius works
  24. 24. GAME CHANGINGgenius works
  25. 25. GAME CHANGINGgenius works
  26. 26. GAME CHANGINGgenius works
  27. 27. IDEAS WORLDgenius works
  28. 28. More Humangenius works
  29. 29. More PERSONALgenius works
  30. 30. genius works
  31. 31. More EXPERIENTIALgenius works
  32. 32. More Fungenius works
  33. 33. CHANGING WORLD CHANGING marketinggenius works
  34. 34. RATAN TATA DAVE STEWART Dave Stewart Shigeru MiyamotoAndrea Jung John Maeda Steffi GERMANOTTA Lady GagaReid Hoffman Jack Ma Sergio Marchionne
  35. 35. FROM us ...genius works
  36. 36. genius ... To them works
  37. 37. Customers BRANDS PRODUCTS PRICE PROMOTION PLACERELATIONSHIPS theGeniusWorks.com
  38. 38. Customers Participants BRANDS PRODUCTS PRICE PROMOTION PLACERELATIONSHIPS theGeniusWorks.com
  39. 39. Customers Participants BRANDS Ideas PRODUCTS PRICE PROMOTION PLACERELATIONSHIPS theGeniusWorks.com
  40. 40. Customers Participants BRANDS Ideas PRODUCTS ENABLERS PRICE PROMOTION PLACERELATIONSHIPS theGeniusWorks.com
  41. 41. Customers Participants BRANDS Ideas PRODUCTS ENABLERS PRICE Context PROMOTION PLACERELATIONSHIPS theGeniusWorks.com
  42. 42. Customers Participants BRANDS Ideas PRODUCTS ENABLERS PRICE Context PROMOTION Engagement PLACERELATIONSHIPS theGeniusWorks.com
  43. 43. Customers Participants BRANDS Ideas PRODUCTS ENABLERS PRICE Context PROMOTION Engagement PLACE PARTNERSRELATIONSHIPS theGeniusWorks.com
  44. 44. Customers Participants BRANDS Ideas PRODUCTS ENABLERS PRICE Context PROMOTION Engagement PLACE PARTNERSRELATIONSHIPS COMMUNITIES theGeniusWorks.com
  45. 45. Shaping markets 2 from the future back• Redefining markets• Growth opportunities• Challenging the rules• Imagination• Business innovation
  46. 46. Future backgenius works
  47. 47. Now forwardgenius works
  48. 48. Future backgenius works
  49. 49. Future back Now forwardgenius genius works works
  50. 50. Future back theGeniusWorks.com
  51. 51. Opportunities
  52. 52. E7 Nations
  53. 53. E7 Nations Cities
  54. 54. E7 Nations Water Cities
  55. 55. E7 Nations Water Cities GRIN
  56. 56. E7 Nations Women Water Cities GRIN
  57. 57. E7 Nations Women Water Cities GRIN Rental
  58. 58. E7 Nations Women EDUCATION Water Cities GRIN Rental
  59. 59. E7 Nations Women EDUCATION WaterHealthcare Cities GRIN Rental
  60. 60. E7 Nations Women EDUCATION WaterHealthcare Cities GRIN Rental Boomers
  61. 61. Old consumers $1.2 trillion in 5 years Youth consumers $1.6 trillion in 5 years Female consumers$2.2 trillion in 5 years theGeniusWorks.com
  62. 62. Now forward
  63. 63. Market Shapinggenius works
  64. 64. CO-creating
  65. 65. CO-creatinggenius works
  66. 66. Market Shapinggenius works
  67. 67. Market Shapinggenius works
  68. 68. Building brands 3 from the outside in• Inspiring purpose• Deeper insights• Reframing context• Better propositions• Engaging experiences
  69. 69. Abercrombie & Fitch
  70. 70. genius works
  71. 71. genius works
  72. 72. genius works
  73. 73. genius works
  74. 74. genius genius works works
  75. 75. THREADLESSgenius works
  76. 76. genius works
  77. 77. genius theGeniusWorks.com works
  78. 78. THREADLESS VLOGgenius works
  79. 79. OUTSIDE IN theGeniusWorks.com
  80. 80. AVIVAgenius works
  81. 81. genius works
  82. 82. genius works
  83. 83. genius works
  84. 84. genius works
  85. 85. genius works
  86. 86. ResponsibleConsidered Meaningful Caring
  87. 87. ResponsibleConsidered Meaningful Caring EMPOWEREDRESOURCEFUL CAPABLE SELFLESS
  88. 88. ResponsibleConsidered Meaningful Caring EMPOWEREDRESOURCEFUL CAPABLE SELFLESS WELLBEING human INDIVIDUAL HAPPINESS
  89. 89. Responsible Considered Meaningful Caring EMPOWEREDRESOURCEFUL CAPABLE SELFLESS WELLBEING human INDIVIDUAL HAPPINESS COLLABORATIVE CONTRIBUTINGPARTICIPATIVE SHARING
  90. 90. Responsible Considered Meaningful Caring EMPOWEREDRESOURCEFUL CAPABLE SELFLESS WELLBEING human INDIVIDUAL HAPPINESS COLLABORATIVE CONTRIBUTINGPARTICIPATIVE SHARING INDULGENT ESCAPIST EXPRESSIVE QUIRKY
  91. 91. PURPOSE BEYOND PROFITgenius works
  92. 92. Progressive insurancegenius works
  93. 93. REDUCing TRAuMA theGeniusWorks.com
  94. 94. Context tree Car Gym Office Travel Kit Drink Sports Design Friends Work Enablement context Family Summer Food NutritionColour Vacation Fashions Suncare Application context Home Appearance Hair Skincare Body Clothing Clean Functional context Dressing Washing Shaving theGeniusWorks.com
  95. 95. ZAPPOS, SELLING SHOES?genius works
  96. 96. genius works … delivering happiness
  97. 97. TECH SUPPORTgenius works
  98. 98. EMERGENCY SERVICEgenius works
  99. 99. THE OLD BMWgenius works
  100. 100. THE NEW BMWgenius works
  101. 101. Value Proposition Customer value proposition The target customer Who? (Who is the target segment) The customer context What? (What they want to achieve) + The distinctive benefits Why? (How you help them do it better) + The relative price position How much? (% more or less than alternatives) - The customer trade offs What not? (What they could get else where) - Value to customer = theGeniusWorks.com
  102. 102. PROPOSITIONSgenius works
  103. 103. PROPOSITIONSgenius works
  104. 104. Value Proposition theGeniusWorks.com
  105. 105. TATE MODERNgenius works
  106. 106. TATE MODERN
  107. 107. Being bold, 4 brave and brilliant• 21st century brands• Growth drivers• Customer champions• The new marketer• Be the change
  108. 108. brands need to do more …genius works
  109. 109. brands need to do more …genius works
  110. 110. the 21st century brand …genius works
  111. 111. the 21st century brand … About me … creative, emotional, energisinggenius works
  112. 112. the 21st century brand … About me … creative, emotional, energising Enabling me to do more … defining, connecting, enhancinggenius works
  113. 113. the 21st century brand … About me … creative, emotional, energising Enabling me to do more … defining, connecting, enhancing Making my life bettergenius works
  114. 114. BRAND ESSENCE © GeniusWorks
  115. 115. the 21st century brand … Aspirational Bold Connecting Dramatic Enablinggenius works
  116. 116. genius works
  117. 117. Aspirationalgenius works
  118. 118. Aspirational About me, dream and desire, redefining contextgenius works
  119. 119. Aspirational Customer broader view Business Business narrow narrow view viewBusiness Customer © GeniusWorks
  120. 120. genius works
  121. 121. Bold Aspirationalgenius works
  122. 122. Bold Aspirational Ambitious, challenging, provocative, different, bravegenius works
  123. 123. Bold Energisers“Aspirations” “Distinguishers” Surprising people memorably Enablers “Wants” “Differentiators” Enabling people to do more Essentials “Needs” “Must Dos” Delivering what is expected © GeniusWorks
  124. 124. genius works
  125. 125. Connecting AspirationalSharing passions, building community, trusting others About me, dream and desire, redefining contextgenius works
  126. 126. Connecting peopleCreators Activists Contributors Socialisers Spectators theGeniusWorks.com © GeniusWorks
  127. 127. MORE THAN A LOGO
  128. 128. genius works
  129. 129. genius works
  130. 130. Dramatic Aspirational About me, dream and desire, redefining context Characters, story, immersing, human, enduringgenius works
  131. 131. EXPERIENCE DESIGNChoose PAYUSE ADAPTDO MORE ACHIEVE © GeniusWorks
  132. 132. genius works
  133. 133. genius works
  134. 134. genius works
  135. 135. genius works
  136. 136. genius works
  137. 137. Enabling Aspirational Doing more, coaching,desire, redefining context About me, dream and supporting, achievementgenius works
  138. 138. Enabling more Passive experience Brand as an Brand as anScripted educator entertainer Unscripteddelivery delivery Brand as a Brand as a guide coach Active experience © GeniusWorks
  139. 139. Enablinggenius works
  140. 140. Enablinggenius works
  141. 141. Customer Insight Customer Proposition Customer ExperienceWhat is most important to each target segment? How do we enable people to achieve more? How will we deliver the proposition? © GeniusWorks
  142. 142. genius works
  143. 143. APPLE theGeniusWorks.com
  144. 144. JOBS/WOZNIAK 1976 $1bn by 1980 1985-1996Jobs & JELLYBEANS iMAC 1999 DIGITAL HUB Online/retail theGeniusWorks.com
  145. 145. theGeniusWorks.com
  146. 146. ipod 2001 $8bnItunes 2003 10bnIphone 2007 $13bn Ipad 2010 theGeniusWorks.com
  147. 147. theGeniusWorks.com
  148. 148. MOBILE DEVICE CO. JOBS + IVEBEAUTIFUL OBJECTS SAYING NO BEYOND PROCESS platformsBold Experiments
  149. 149. theGeniusWorks.com
  150. 150. don’t sell products Never first Early adopters Magic words Focus on the feel Packaging Keep moving
  151. 151. “Brands put a ding in the universe”genius works
  152. 152. ICONIC Apple and Obama embracing stories, distinction and aspirationsgenius works
  153. 153. ICONIC Apple and Obama embracing stories, distinction and aspirations DESIGNED From Nintendo to Shanghai Tang, function and form that enables moregenius works
  154. 154. ICONIC Apple and Obama embracing stories, distinction and aspirations DESIGNED From Nintendo to Shanghai Tang, function and form that enables more COLLABORATIVE Current TV and Threadless, co-creating and user-generatedgenius works
  155. 155. ICONIC Apple and Obama embracing stories, distinction and aspirations DESIGNED From Nintendo to Shanghai Tang, function and form that enables more COLLABORATIVE Current TV and Threadless, co-creating and user-generated Focused Aberchrombie to Zappos, they know who, what and where matters mostgenius works
  156. 156. ICONIC Apple and Obama embracing stories, distinction and aspirations DESIGNED From Nintendo to Shanghai Tang, function and form that enables more COLLABORATIVE Current TV and Threadless, co-creating and user-generated HUMAN Focused From Aveda to Aberchrombie to Pixar, more Zappos, they know purpose and more who, what and empathy for where matters people mostgenius works
  157. 157. ICONIC Apple and Obama embracing stories, distinction and aspirations DESIGNED From Nintendo to Shanghai Tang, function and form that enables more NETWORKED COLLABORATIVE Current TV and Alibaba and Lego, Threadless, connecting your co-creating and customers and user-generated partners HUMAN Focused From Aveda to Aberchrombie to Pixar, more Zappos, they know purpose and more who, what and empathy for where matters people mostgenius works
  158. 158. ICONIC Apple and Obama embracing stories, distinction and aspirations RESPONSIBLE DESIGNED 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 Focused From Aveda to Aberchrombie to Pixar, more Zappos, they know purpose and more who, what and empathy for where matters people mostgenius works
  159. 159. More More Products More More Messages More More Channels More Propositions Pricing Sales Iconic &Human Services Collaborative Responsible & Media Creative Networked & Partners Focused Customers as Participants Brands as Ideas Solutions as Enablers Pricing as ContextCommunication as Engagement Distribution as Partners Relationships asCommunities
  160. 160. More More Products More More Messages More More Channels More Propositions Pricing Sales Iconic &Human Services Collaborative Responsible & Media Creative Networked & Partners Focused 1 2 3 4 5 6 7 Customers Be the Go deep Have an Deliver Tell a Find the Don’t define Specialise in Relationship as thought diving for inspiring more social different emerging markets by one niche not buildingParticipants leader insights purpose benefits story whitespaces geography everything
  161. 161. More More Products More More Messages More More Channels More Propositions Pricing Sales Iconic &Human Services Collaborative Responsible & Media Creative Networked & Partners Focused 1 2 3 4 5 6 7 Customers Be the Go deep Have an Deliver Tell a Find the Don’t define Specialise in Relationship as thought diving for inspiring more social different emerging markets by one niche not buildingParticipants leader insights purpose benefits story whitespaces geography everything 8 9 10 11 12 13 14 Brands Create your Tell your Define what Have a Express Become an Focus on the Changed as character and inspiring you enable cause you yourself more ingredient one word that priorities Ideas personality story people to do believe in flexibly brand defines you
  162. 162. More More Products More More Messages More More Channels More Propositions Pricing Sales Iconic &Human Services Collaborative Responsible & Media Creative Networked & Partners Focused 1 2 3 4 5 6 7 Customers Be the Go deep Have an Deliver Tell a Find the Don’t define Specialise in Relationship as thought diving for inspiring more social different emerging markets by one niche not buildingParticipants leader insights purpose benefits story whitespaces geography everything 8 9 10 11 12 13 14 Brands Create your Tell your Define what Have a Express Become an Focus on the Changed as character and inspiring you enable cause you yourself more ingredient one word that priorities Ideas personality story people to do believe in flexibly brand defines you 15 16 17 18 19 20 21 Solutions Redefine Customise Co-create Offer a Develop Innovate the Rationalise as your market solutions for products and new type of new entry system your product Enablers on your terms each person services guarantee points (do an iPod) portfolio
  163. 163. More More Products More More Messages More More Channels More Propositions Pricing Sales Iconic &Human Services Collaborative Responsible & Media Creative Networked & Partners Focused 1 2 3 4 5 6 7 Customers Be the Go deep Have an Deliver Tell a Find the Don’t define Specialise in Relationship as thought diving for inspiring more social different emerging markets by one niche not buildingParticipants leader insights purpose benefits story whitespaces geography everything 8 9 10 11 12 13 14 Brands Create your Tell your Define what Have a Express Become an Focus on the Changed as character and inspiring you enable cause you yourself more ingredient one word that priorities Ideas personality story people to do believe in flexibly brand defines you 15 16 17 18 19 20 21 Solutions Redefine Customise Co-create Offer a Develop Innovate the Rationalise as your market solutions for products and new type of new entry system your product Enablers on your terms each person services guarantee points (do an iPod) portfolio 22 23 24 25 26 27 28 Pricing Make it free Offer luxury Customers Charge for Reengineer Super-size Enable Shorter more Win and as redefine you products at a choose their services and mini-size Share risk to price group buying selective winback Context b-model) low prices price (time, advice) your offers points incentives promotions
  164. 164. More More Products More More Messages More More Channels More Propositions Pricing Sales Iconic &Human Services Collaborative Responsible & Media Creative Networked & Partners Focused 1 2 3 4 5 6 7 Customers Be the Go deep Have an Deliver Tell a Find the Don’t define Specialise in Relationship as thought diving for inspiring more social different emerging markets by one niche not building Participants leader insights purpose benefits story whitespaces geography everything 8 9 10 11 12 13 14 Brands Create your Tell your Define what Have a Express Become an Focus on the Changed as character and inspiring you enable cause you yourself more ingredient one word that priorities Ideas personality story people to do believe in flexibly brand defines you 15 16 17 18 19 20 21 Solutions Redefine Customise Co-create Offer a Develop Innovate the Rationalise as your market solutions for products and new type of new entry system your product Enablers on your terms each person services guarantee points (do an iPod) portfolio 22 23 24 25 26 27 28 Pricing Make it free Offer luxury Customers Charge for Reengineer Super-size Enable Shorter more Win and as redefine you products at a choose their services and mini-size Share risk to price group buying selective winback Context b-model) low prices price (time, advice) your offers points incentives promotions 29 30 31 32 33 34 35Communication Have an Be open, Co-create Be the local Create a Encourage Stay fresh, as opinion, be honest and your media partner, branded tweets, blogs topical and Engagement provocative authentic and message small, caring game and fanclubs relevant
  165. 165. More More Products More More Messages More More Channels More Propositions Pricing Sales Iconic &Human Services Collaborative Responsible & Media Creative Networked & Partners Focused 1 2 3 4 5 6 7 Customers Be the Go deep Have an Deliver Tell a Find the Don’t define Specialise in Relationship as thought diving for inspiring more social different emerging markets by one niche not building Participants leader insights purpose benefits story whitespaces geography everything 8 9 10 11 12 13 14 Brands Create your Tell your Define what Have a Express Become an Focus on the Changed as character and inspiring you enable cause you yourself more ingredient one word that priorities Ideas personality story people to do believe in flexibly brand defines you 15 16 17 18 19 20 21 Solutions Redefine Customise Co-create Offer a Develop Innovate the Rationalise as your market solutions for products and new type of new entry system your product Enablers on your terms each person services guarantee points (do an iPod) portfolio 22 23 24 25 26 27 28 Pricing Make it free Offer luxury Customers Charge for Reengineer Super-size Enable Shorter more Win and as redefine you products at a choose their services and mini-size Share risk to price group buying selective winback Context b-model) low prices price (time, advice) your offers points incentives promotions 29 30 31 32 33 34 35Communication Have an Be open, Co-create Be the local Create a Encourage Stay fresh, as opinion, be honest and your media partner, branded tweets, blogs topical and Engagement provocative authentic and message small, caring game and fanclubs relevant 36 37 38 39 40 41 42 Distribution Fewer, more Link with Cross sell Reduce Deliver License and Target Retain and Go green as exclusive Accelerate affinity partners, and impact and integrated franchise non-existing Profit grow now Partners Partners brands them you waste experiences your concept customers
  166. 166. More More Products More More Messages More More Channels More Propositions Pricing Sales Iconic &Human Services Collaborative Responsible & Media Creative Networked & Partners Focused 1 2 3 4 5 6 7 Customers Be the Go deep Have an Deliver Tell a Find the Don’t define Specialise in Relationship as thought diving for inspiring more social different emerging markets by one niche not building Participants leader insights purpose benefits story whitespaces geography everything 8 9 10 11 12 13 14 Brands Create your Tell your Define what Have a Express Become an Focus on the Changed as character and inspiring you enable cause you yourself more ingredient one word that priorities Ideas personality story people to do believe in flexibly brand defines you 15 16 17 18 19 20 21 Solutions Redefine Customise Co-create Offer a Develop Innovate the Rationalise as your market solutions for products and new type of new entry system your product Enablers on your terms each person services guarantee points (do an iPod) portfolio 22 23 24 25 26 27 28 Pricing Make it free Offer luxury Customers Charge for Reengineer Super-size Enable Shorter more Win and as redefine you products at a choose their services and mini-size Share risk to price group buying selective winback Context b-model) low prices price (time, advice) your offers points incentives promotions 29 30 31 32 33 34 35Communication Have an Be open, Co-create Be the local Create a Encourage Stay fresh, as opinion, be honest and your media partner, branded tweets, blogs topical and Engagement provocative authentic and message small, caring game and fanclubs relevant 36 37 38 39 40 41 42 Distribution Fewer, more Link with Cross sell Reduce Deliver License and Target Retain and Go green as exclusive Accelerate affinity partners, and impact and integrated franchise non-existing Profit grow now Partners Partners brands them you waste experiences your concept customers 43 44 45 46 47 48 49 Relationships Create a Celebrate Give Enable Facilitate and Incentivise Do more Maintain Get our as members their success customers customers to support their customer for your best confidence thereCommunities club (and yours) equity do good communities referrals customers
  167. 167. theGeniusWorks.com
  168. 168. MARKETERS?  Creative  Committed  Hard working  Inspiring  Essential  Passionate  Undisciplined  Talented  Inconsistent  Energetic  Functional  Self Important  Not commercial  Narrow  Unaccountable  Expensive Source: Marketing Geniusgenius works
  169. 169. 21C MARKETINGgenius works
  170. 170. 21C MARKETINGgenius works
  171. 171. 21C MARKETERSgenius works
  172. 172. 21C MARKETERSgenius works
  173. 173. MARK PARKER, CEOgenius works
  174. 174. MARK PARKER, CEOgenius works
  175. 175. NIKEgenius works
  176. 176. Julian Dunkertongenius works
  177. 177. SUPERDRY JPgenius works
  178. 178. the new marketers … The driving force of business … provoking, facilitating, delivering Creators, interpreters, designers… … ideas, innovations, inspirations Guardians of most valuable assetsgenius works
  179. 179. 1. Jump in, make wavesgenius works
  180. 180. 1. Jump in, make waves 2. Be the storytellersgenius works
  181. 181. 1. Jump in, make waves 2. Be the storytellers 3. Be the creativesgenius works
  182. 182. 4. Brands about peoplegenius works
  183. 183. 4. Brands about people 5. Brands frame bigger ideasgenius works
  184. 184. 4. Brands about people 5. Brands frame bigger ideas 6. Brands way beyond logosgenius works
  185. 185. 7. Connect peoplegenius works
  186. 186. 7. Connect people 8. Enable peoplegenius works
  187. 187. 7. Connect people 8. Enable people 9. Inspire peoplegenius works
  188. 188. 10. Be the visionariesgenius works
  189. 189. 10. Be the visionaries 11. Be the crazy onesgenius works
  190. 190. 10. Be the visionaries 11. Be the crazy ones 12. Be the changegenius works
  191. 191. World changing,1 game changing Shaping markets2 from the future back Building brands3 from the outside in Being bold,4 brave and brilliant
  192. 192. Peter Fisk is an inspirational business author and speaker, consultant and entrepreneur. He was recently described by Business Strategy Review as “one of the best new business thinkers.”Peter works with the leaders of many of the world’s leadingbrands including American Express and Barclays, Aeroflot andBritish Airways, Coca Cola and Cooperative Bank,Lastminute.com and Marks & Spencer, Microsoft and O2, RedBull and Shell, Virgin and Visa, Vodafone and Yeni Reki.He is founder and CEO of the GeniusWorks, the acceleratedinnovation business, that helps business leaders to see thingsdifferently – to develop and implement more inspired strategiesand brands, innovation and marketing.InnoLab enables you to innovate fast and creatively, connectingthe future and today, whilst BrandLab helps you build moreinspiring brands, optimise portfolios and improve performance.GameChanger helps CEOs and leadership teams thinkdifferently, whilst the new Cambridge MLA is an accelerateddevelopment programme about brands, marketing andinnovationHe started life as a nuclear physicist before getting into businessmanaging Concorde and other brands. He led the globalstrategic marketing consulting team of PA Consulting Group,and was also CEO of the Chartered Institute of Marketing. peterfisk@peterfisk.com theGeniusWorks.com @geniusworks

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