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Be the Gamechanger: Rethinking Marketing in a Fast-Changing World

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Summary of Peter Fisk's keynote to McKinsey in Cambridge on 14 July 2015 ... Read more in his new book "Gamechangers: Creating Innovative Strategies for Business and Brands" ... explore www.theGeniusWorks.com ... or for more info, keynote speaking and workshops, contact peterfisk@peterfisk.com

Published in: Marketing, Business

Be the Gamechanger: Rethinking Marketing in a Fast-Changing World

  1. BE THE +genius GAMECHANGER Peter Fisk, Cambridge, July 2015 theGeniusWorks.com @geniusworks BE THE Rethinking marketing in a fast-changing world
  2. Change the gameKaleidoscope world Be the GamechangerRethink marketing
  3. Kaleidoscope world +genius
  4. Kaleidoscope change
  5. Kaleidoscope change
  6. New opportunities to grow +genius
  7. Winning in a VUCA world
  8. Guiyang Circle Guiyang China 106.6° E, 26.6° N 4100km radius Most of the world lives here …
  9. Tectonic shifts +genius
  10. “Tectonic shifts in power, from mass to niche, east to west, big to small, average to individual”
  11. East Small West Big RelevantAverage ©  Peter  Fisk  2015  
  12. Speedboats beat fast and focused supertankers
  13. ImaginationCapability CollaborativeIndependent DisruptingEvolving ©  Peter  Fisk  2015  
  14. Customers in control +genius
  15. Consumer Emotional Pull Business Rational Push ©  Peter  Fisk  2015  
  16. 99c downloads, $900 experiences Digitally enabled real world
  17. Time to think different
  18. Think different
  19. Can you see the man?
  20. RATIONAL ANALYTICAL FOCUSED
  21. EMOTIONAL INTUITIVE CONNECTED
  22. EMOTIONAL INTUITIVE CONNECTED RATIONAL ANALYTICAL FOCUSED
  23. What’s your “tae Kuk”?
  24. LEFT BRAIN + RIGHT BRAIN
  25. Time to think bigger
  26. Change the gameKaleidoscope world
  27. The Gamechangers +genius
  28. Change  your   world   You  are   here   Open  your  eyes  to  the   possibilities  of  incredible   fast-­changing  worlds   Be  dissatisfied  with   the  limits  of  your   current  world   Explore  what  it  would     take  for  you  to  create     a  better  future   Be  inspired  to  start   today  –  driving   innovation  and  growth   +genius
  29. Audacious ideas +genius
  30. Ideas economy
  31. 10 times not 10% +genius
  32. Redefining markets
  33. Shaping the future +genius
  34. “Gamechangers are the new breed of brands and businesses rising out of the maelstrom of economic and technological change” +genius
  35. +genius Think Nespresso
  36. “Out-thinking the competition with audaciou audacious ideas that can change the world”
  37. +genius Think Tesla
  38. +genius
  39. +genius
  40. “The new disruptive innovators transform their markets not just products and services
  41. +genius Think Genentech
  42. +genius
  43. +genius
  44. Time for more radical innovation
  45. Mexico 1968
  46. Zurich 1982
  47. Seattle 1992
  48. Don’t just play the game Change the game
  49. es 1.  23 & Me 2.  Aravind 3.  Epocrates 4.  Genentech 5.  Intuitive Surgical 6.  Narayana H 7.  Organova 8.  PatientsLikeMe 9.  Scanadu 10. Second Sight 1.  Amazon 2.  Aussie Farmers 3.  Etsy 4.  Fab 5.  Greenbox 6.  Le Pain Q 7.  Positive Luxury 8.  Trader Joe’s 9.  ZaoZao 10. Zilok 1.  Apple 2.  Beauty’in 3.  Godrej 4.  Lego 5.  Method 6.  Natura 7.  Nike+ 8.  Oculus Rift 9.  Pebble 10. Renova 1.  Alibaba 2.  ARM 3.  Bharti Airtel 4.  Giff Gaff 5.  Google X 6.  Rackspace 7.  Raspberry Pi 8.  Samsung 9.  Tencent QQ 10. Xiaomi 1.  Aeromobil 2.  Air Asia 3.  AirBNB 4.  Emirates 5.  Kulula 6.  Moveo 7.  Pipistrel 8.  RedBus 9.  Virgin Galactic 10. Zipcars 1.  3DHubs 2.  Corning 3.  DP World 4.  Dyson 5.  Embraer 6.  Local Motors 7.  Space X 8.  Syngenta 9.  Tata 10. Tesla 1.  Aeroshots 2.  Gram-Danone 3.  Graze 4.  Isis Organic 5.  Juan Valdez 6.  LA Organic 7.  Moa Beer 8.  Nespresso 9.  Yeni Reki 10. Zespri 1.  Ashmei 2.  Beats 3.  Desigual 4.  Gilan 5.  Indetix 6.  Patagonia 7.  Rapha 8.  Shang Xai 9.  Threadless 10. Tom’s 1.  Alior Sync 2.  La Caixa 3.  Fidor 4.  First National 5.  Itan Unibanco 6.  Moven 7.  M-Pesa 8.  Square 9.  Umpqau 10. Zidisha 1.  Al Jazeera 2.  Coursera 3.  Future 4.  Pixar 5.  Pledge Music 6.  Red Bull 7.  Rovio 8.  Spotify 9.  Ushahida 10. Wordpress   futureproduct futurefashion futurefoodfuturestore futurehealth futuretech futuremakersfuturebank futuretravel N/S American brands European brands African/Arab brands Asian/Oceania brands futuremedia 1.  Ashoka 2.  AzuriTech 3.  Graal Bio 4.  IBM 5.  IDEO 6.  Kickstarter 7.  Li & Fung 8.  Live Nation 9.  Salesforce 10. Y Combinator 1.  FC Barcelona 2.  Bitcoin 3.  Bhutan 4.  The Elders 5.  Lovemarks 6.  Oregon Project 7.  ParkRun 8.  WWF 9.  Zoe Suggs 10. You   futureservice futurebrands © Peter Fisk 2015 peterfisk@peterfisk.com The world’s most disruptive innovators today …
  50. Change your game THINK Change your vision Change your story Change your market Change your strategy Change your brand DESIGN Change your business Change your potential Change your results Change your relationship Change your experience RESONATE MOBILISE EXPLORE IMPACT AMPLIFY DISRUPT ENABLE INSPIRE © Peter Fisk 2015 More details in the new “Gamechangers” book +genius
  51. THINK Change your vision Focus on optimising profits Built on core capabilities To be 10% better Guided by inspiring purpose Driven by audacious ideas To be 10 times better EXPLORE Change your market Accepting markets as they are Geography and category Rational and average Making markets in your vision Tribal and problem solving Emotional and distinctive DISRUPT Change your strategy Strategy optimises the present Evolving incrementally Playing the game Strategy disrupts the future Pivoting transformationally Changing the game INSPIRE Change your brand Brands are logos and slogans About companies and products Promotions to drive sales Brands capture bigger ideas About people and their aspirations Platforms for collaboration DESIGN Change your business Innovating products and services Driven by technical possibility Linear, disciplined process Innovating the business model Driven by human opportunity Dynamic, creative fusions RESONATE Change your story Communicate on your terms Push campaigns to everyone Slogans, gimmicks, incentives Engage people on their terms On demand, time and place Topical, authentic, experiential ENABLE Change your experience Selling and serving Consistent and delivered Transactional, linear, finite Engaging and enabling Participative and personal Relational, circular, enduring MOBILISE Change your relationship Seek relationships with people Loyalty built on incentives Individual and isolated Relationships between people Loyalty built on community Collaborative and sharing IMPACT Change your results Short term financial results Sustainability as compliance Compromised value Long term value creation Sustainability drives growth Englightened value AMPLIFY Change your potential Supertanker’s size and stability Managing the status quo Deliver and improve Speedboat’s speed and agility Leaders of a changing world Innovate and amplify 10 WAYS TO CHANGE YOUR GAME © Peter Fisk 2015 More details in the new “Gamechangers” book
  52. Time to rethink marketing
  53. Change the gameKaleidoscope world Rethink marketing
  54. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Zoom out Zoom in
  55. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Strategist and Storyteller
  56. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Zoom out Zoom in
  57. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Scientist and Socialiser
  58. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius CustomerBusiness Rethink purpose
  59. +genius Harley Davidson
  60. Harley Owners Group
  61. “Building brands about people not products, aspirations not egos … about making life better +genius
  62. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink brands
  63. Nike
  64. Nike+
  65. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink markets Geography Category Segment Channel Geography Category Segment Channel Geography Category Segment Channel
  66. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink markets Geography Category Segment Channel Geography Category Segment Channel Geography Category Segment Channel
  67. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink markets Geography Category Segment Channel Geography Category Segment Channel Geography Category Segment Channel
  68. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink markets Geography Category Segment Channel Geography Category Segment Channel Geography Category Segment Channel
  69. +genius Beauty’in
  70. Beauty’in
  71. !© Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink innovation
  72. “Innovating the whole business… from business model tocustomer experience”
  73. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink business models Make and distribute business model eg CocaCola Microsoft Spectrum retail business model eg Amazon Marks & Spencer Make and sell direct business model eg BMW, HSBC Niche retail business model eg ToysRUs,Wiggle License to make business model eg ARM, Ed Hardy Curated retail business model eg Fab, Positive Luxury Membership club business model eg Costco, Quintessentially Crowdfunded ventures business model eg Kickstarter, Zidisha Opensourced community business model eg RedHat, MySQL Subscription payment business model eg FT.com, Graze Buyer and seller marketplace business model eg Etsy, NYSE Micro payments business model eg Flattr Grameen Danone Collaborative consumption business model eg Buzzcar, Regus Regular Replacement business model eg Gillette, Nespresso Branded Consortia business model eg Cisco, Spar Advertising or Sponsorship business model eg Google, Metro Newspapers Listed or Promoted business model eg Monster Linkedin Network builders business model eg Hotmail, Twitter Demand then Made business model eg ZaoZao, Threadless Auction retail business model eg eBay, Sotheby Knowledge and time business model eg McKinsey, Harvard Franchised retail business model eg McDonalds, Subway Certification and endorsement business model eg ISO, Verisign Remainder retail business model Eg Saks, Vente Privee Multulevel marketing business model eg Tupperware, Natura Group buying business model eg Groupon, Huddlebuy Reverse auction business model eg Priceline Freemarkets Shared rental business model eg Zilok, Hilton Tradeable currency business model eg Bitcoin Air Miles Freemium pay within business model eg Angry Bird, Coursera Transaction facilitator business model eg Paypal, Visa Pay as you go business model eg AzuriTech Techshop Dynamic pricing business model eg Expedia, Uber Reputation builders business model eg Tripadvisor, PaywithaTweet Customer data business model eg Facebook, 23andMe Non-profit business business model eg Oxfam Wikipedia Maker models Channel models Crowd models Payment models Exchange models Asset models
  74. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius
  75. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius
  76. “Resonating with customers through rich, relevant and real-time marketing”
  77. +genius
  78. ! © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink marketing
  79. “Enabling customers to domore … from sales and support,to educating and entertaining”
  80. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink experiences
  81. !© Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink relationships
  82. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink experiences
  83. Actual profits of previous years Estimated profits of future years Adjusted profits of future years (discounted for uncertainty) Economic “value” is the sum of the likely future profits (more accurately, we consider the “economic” profit, which takes into the cost of capital) This year Future years Previous years Rethink performance © Peter Fisk 2015 More details in the new “Gamechangers” book
  84. “Delivering and sustaining a positive impact … personal, social and financial”
  85. Change the gameKaleidoscope world Be the GamechangerRethink marketing
  86. Are you ready to change your game?
  87. Acting with speed and agility Connecting ideas and people Passion to make life better Having an audacious attitude Shaping your own vision Making sense of change Persisting to make it happen © Peter Fisk 2014 Gamechangers.pro
  88. Vision Canvas Strategy Canvas Growth Canvas Disruption Canvas Brand Canvas Engagement Canvas Proposition Canvas Relationship Canvas Insights Canvas Co-creation Canvas Innovation Canvas Business Canvas Leadership Canvas Sustainability Canvas Culture Canvas Performance Canvas FUTURELABBRANDLAB CREATIVELABPERFORMANCELAB +genius
  89. +genius
  90. What will you do?
  91. Be the Gamechanger
  92. Be bold Be brave Be brilliant
  93. Peter Fisk is a global thought leader on leadership, innovation and marketing. He is a bestselling author, keynote speaker and expert consultant in helping leaders to develop innovative strategies for business and brands. He is a Professor of Strategy, Innovation and Marketing at IE Business School, one of the world’s top ranked business schools, and leads his own company, GeniusWorks, a boutique consulting firm, helping clients around the world to develop more innovative business and brand strategies. He features on the Thinkers 50 “Guru Radar” as one of the best new business thinkers. Having trained as a nuclear physicist, Peter moved to managing brands like Concorde at British Airways, helping Microsoft to adopt a value-based marketing model, and Virgin to launch into new markets. He has worked in every sector and region of the world. As CEO of the world's largest marketing organisation, the Chartered Institute of Marketing, he became a global authority on what's best and next in business and markets. Finding his own space, he founded GeniusWorks, with offices in London and Istanbul. He now works with the leaders of businesses - as diverse as Aeroflot and Coca Cola, DSM and Mars, Philosophy and Red Bull, Sabre and Santander,Tata and Virgin,Visa and Vodafone - to think bigger and smarter, develop innovative strategies, bolder brands, and accelerate growth. Peter’s best-selling book "Marketing Genius" explores the left and right-brain challenges of success, and is translated into 35 languages. It was followed by five others – “Business Genius” on leadership and strategy,“Customer Genius” on customers and experiences,“People Planet Profit” on sustainable innovation - and most recently "Creative Genius" defining what it takes to be Leonardo da Vinci in the 21 Century.  His new book "Gamechangers ... Are you ready to change the world?" is based on extensive research into the 120 companies who are shaking up markets, and making sense of how they lead, innovate and win. It explores the challenges of new markets, changing customers, brand building, digital media, new business models, inspiring leadership and positive impact. And most of all, how to lead your business to a better future. +genius
  94. +genius Find out more Email: peterfisk@peterfisk.com Phone: +44 7834483830 Twitter: @geniusworks Website: www.theGeniusWorks.com

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