Making Sense of Complex Markets


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Summary of Peter Fisk's Keynote Presentation at Mindstop's UK Conference for Professional Service Businesses in London on 13 September 2013 ... More at

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Making Sense of Complex Markets

  1. 1. Making sense of complex markets
  2. 2. The Gamechangers Changing markets Winning in your world
  3. 3. VUCA WORLD
  4. 4. Volatile Uncertain Complex Ambiguous +genius
  5. 5. Vibrant UnREAL Crazy Astounding
  6. 6. +genius
  7. 7. The Gamechangers Changing markets Winning in your world
  8. 8. Exponential change everywhere
  9. 9. Asian Youthful Mobile Collaborative
  10. 10. 500m photos/day 100Hrs video/min phone 150 Times/day
  11. 11. Worldchanging decade 2010 Pop 6.9Bn GDP $53T G7 2020 Pop 7.7Bn GDP $90T E7
  12. 12. Connected, fragmented Nobody is average
  13. 13. Finding the new growth
  14. 14. consumers in control Imitation is instant
  15. 15. Every business needs to do more
  16. 16. the next generation fast and focused business
  17. 17. Thinking different
  18. 18. What’s your tae kuk?
  19. 19. personalise east small ideas focus Automate west big capability scale +genius
  20. 20. “I can’t sit in headquarters and pretend I’m in touch. Odds are, what we’re using today will be obsolete in a few years. The past is never the - future. But it’s easy to get caught up in the present” Marc Benioff,
  21. 21. deviant we relevant enable collaborate consistent me different deliver individual +genius
  22. 22. "We do not innovate around products, but around a flow or well- being experiences. Innovation is done by biologists, pharmacists, marketers, sociologists, psychologists” Victor Fernandes, Natura Cosmetics
  23. 23. agile transform imagination Value creation amplify stabile improve experience Size matters lead +genius
  24. 24. “The consumer is our boss … Everything we do should be centred around added more value to consumers … working with them to achieve it” AJ Lafley CEO P&G
  25. 25. Business narrow view Your narrow view Client broader view You Client Seeing things differently Thinking different things
  26. 26. Doing more
  27. 27. The Gamechangers Changing markets Winning in your world
  28. 28. 23&Me DNA Profile $99 Anne Wojcicki
  29. 29. Juan Valdez cafe Coffee Grower cafes Luis Genaro Munoz
  30. 30. Moven Human direct bank Brett King
  33. 33. RASPBERRY PI £20 circuit boards EDEN UPTON
  35. 35. AZURI TECH Pay as you go power Simon Garth
  36. 36. zidisha P2p lend to FArmers Julia Jurnia
  38. 38. REDBUS INDIA Online bus system PHANINDRA SAMA
  39. 39. Narayana hospitals AFFORDABLE SURGERY Dr DAVI SHETTY
  40. 40. Li & Fung lobal supply network Bruce Rockowitz
  41. 41. alibaba digital marketplace Jack ma
  42. 42. AIR ASIA new middle travel Tony Fernandez
  43. 43. ZESPRI WorLD’s best KIWIs LAIN JAGER
  44. 44. Context innovation Product innovation Value innovation Business innovation • Enriching • Humanising • Streamlining • Connecting • Enabling more • Winning • Enabling • Sustaining • Growing • Amplifying • Enhancing • Collaborating • Personalising • Simplifying • Reframing • Extending • Partnering • Subscribing • Licensing • Reconfiguring Change your purpose Change your context Change your experience Change your impact Change your business • Big idea • Brands • Characters • Stories • Themes
  45. 45. The Gamechangers Changing markets Winning in your world
  46. 46. Where is your big opportunity? 2010 Pop 6.9Bn GDP $53T G7 2020 Pop 7.7Bn GDP $90T E7 How will you make sense of the kaleidoscope?
  47. 47. Market Map Customer Capability Geography Services
  48. 48. Market Map: Example Customer Capability Geography Services Marketing Managers Innovation Leaders Business Leaders Coaching leaders Inspiring innovation Business advisory Growthconsulting VentureIncubation Acceleratedinnovation SouthEastAsia CentralEurope LatinAmerica
  49. 49. What market are you really in? 2010 Pop 6.9Bn GDP $53T G7 2020 Pop 7.7Bn GDP $90T E7 How will you make sense of the kaleidoscope?
  50. 50. Business Frame What do you do? What’s the benefit? What do you really do?
  51. 51. Business Frame: Example What do you do? What’s the benefit? What do you really do? Strategic consulting advice Helping companies innovate faster Accelerate growth
  52. 52. How will you win in this world? 2010 Pop 6.9Bn GDP $53T G7 2020 Pop 7.7Bn GDP $90T E7 How will you make sense of the kaleidoscope?
  53. 53. Client proposition Why is it different and better? What do you enable clients to do? Accelerated innovation How do they feel about their experience?
  54. 54. Client proposition: Example Why is it different and better? What do you enable clients to do? Accelerated innovation How do they feel about their experience? Helping companies grow faster Faster, innovate, collaborative Energised, engaged inspired
  55. 55. Client proposition Why is it different and better? What do you enable clients to do? Accelerated innovation How do they feel about their experience? ?
  56. 56. “My best time is with my people Helping them to think different … to try new ideas, to make them happen, together And to have more fun than I could ever by myself” Jeff Bezos CEO, Amazon
  57. 57. 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: Peter fisk 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.
  58. 58. Gamechanging strategies Collaborative discovery Possibility focused Leadership teams 3 intensive days Innovative solutions Deep insights, big ideas Customer experiences High energy workshops 8-12 day projects Brand blueprinting Portfolio and architecture Essence and propositions Experience delivery 15-75 day projects GENIUSWORKS GeniusWorks is a boutique strategic consulting firm, specialising in innovative brand and business strategies that seize the opportunities of a new business world to accelerate growth Contact Peter Fisk at or +44(0)783448383 … new articles, book extracts, videos, and blog at
  59. 59. Business vision Masterclasses Gamechangers 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
  60. 60. 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 Strategies for Brands and Business” … is the next book from Peter Fisk published April 2014 Explore and collaborate with the work in progress at GAMECHANGERS
  61. 61. @GeniusWorks