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MARKETING 4.0
Prof. Peter Fisk
@geniusworks
theGeniusWorks.com
the new science and humanity of marketing
Volatile
Uncertain
Complex
Ambiguous
+genius
Vibrant
Unreal
Crazy
Astounding
New opportunities to grow
+genius
East
Small
West
Big
+genius
	
ProfitVolume
ImaginationCapability
+genius
	
CollaborativeIndependent
DisruptingEvolving
Customer
Pull
Relevance
Business
Push
Average
+genius
EMOTIONAL
INTUITIVE
CONNECTED
RATIONAL
ANALYTICAL
FOCUSED
HEADS DOWN + HEADS UP
TODAY’S WORLD + FUTURE WORLD
DIGITAL + HUMAN
es
1.  23 & Me
2.  Aravind
3.  Editas
4.  Genentech
5.  Intuitive Surgical
6.  Narayana Hosp
7.  Organova
8.  PatientsLike...
Business 1.0
MECHANICAL
Business 2.0
INNOVATIVE
Business 3.0
ELECTRONIC
Business 4.0
ROBOTIC
Rethinking business …
Customers 1.0
DEMANDING
Customers 2.0
ASPIRATIONAL
Customers 3.0
PERSONAL
Customers 4.0
HUMAN
Business 1.0
MECHANICAL
Busi...
Customers 1.0
DEMANDING
Customers 2.0
ASPIRATIONAL
Customers 3.0
PERSONAL
Customers 4.0
HUMAN
Marketing 1.0
COMMUNICATING
...
Change
Why
	enabling
Marketing 4.0 is about …
collaborative
intelligent
audacious
networked
audacious
Google X 23 and Me
Syngenta Tesla Motors
© Peter Fisk 2015
More details in the new “Gamechangers” book +genius
CustomerBusiness
Rethink purpose
Li and Fung
Tencent
Alibaba
3DHubs
networked
!© Peter Fisk 2015
More details in the new “Gamechangers” book +genius
Rethink innovation
Amazon
Fidor Bank
Scanadu
Intuitive Surgical
intelligent
© Peter Fisk 2015
More details in the new “Gamechangers” book +genius
Rethink brands
Disney
Moven
Juan Valdez Cafe
Safaricom
Change
Why
	enabling
Commodity
product
Branded
product
Personal
service
Branded
experience
Customer’s
experience
Distinctive
design
Empathetic
...
Airbnb
Nike+
Lego
Threadless
collaborative
Movement
Collaborative
Customer
Customer
Customer
Customer
Customer
Customer
Brand-
enabled
community
Co-enable Co-design
...
What will you do?
+genius
Vision
Canvas
Strategy
Canvas
Growth
Canvas
Disruption
Canvas
Brand
Canvas
Engagement
Canvas
Proposition
Canvas
Relationsh...
peterfisk@peterfisk.com
@geniusworks
theGeniusWorks.com
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Marketing 4.0 Summary by Peter Fisk

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Brief introduction of Peter Fisk's Marketing 4.0 concept ... Superhuman Marketing ... Explore more at theGeniusWorks.com or email peterfisk@peterfisk.com

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Marketing 4.0 Summary by Peter Fisk

  1. 1. MARKETING 4.0 Prof. Peter Fisk @geniusworks theGeniusWorks.com the new science and humanity of marketing
  2. 2. Volatile Uncertain Complex Ambiguous +genius
  3. 3. Vibrant Unreal Crazy Astounding
  4. 4. New opportunities to grow +genius
  5. 5. East Small West Big +genius ProfitVolume
  6. 6. ImaginationCapability +genius CollaborativeIndependent DisruptingEvolving
  7. 7. Customer Pull Relevance Business Push Average +genius
  8. 8. EMOTIONAL INTUITIVE CONNECTED RATIONAL ANALYTICAL FOCUSED
  9. 9. HEADS DOWN + HEADS UP
  10. 10. TODAY’S WORLD + FUTURE WORLD
  11. 11. DIGITAL + HUMAN
  12. 12. es 1.  23 & Me 2.  Aravind 3.  Editas 4.  Genentech 5.  Intuitive Surgical 6.  Narayana Hosp 7.  Organova 8.  PatientsLikeMe 9.  Scanadu 10. Second Sight 1.  Amazon 2.  Aussie Farmers 3.  Etsy 4.  Farfetch 5.  Le Pain Quotidien 6.  Pinterest 7.  Positive Luxury 8.  Trader Joe’s 9.  Yihaodian 10. Zappos 1.  Apple 2.  Beauty’in 3.  DJI 4.  Go Pro 5.  Lego 6.  Method 7.  Natura 8.  Nike+ 9.  Oculus Rift 10. Renova 1.  Alibaba 2.  ARM 3.  Bharti Airtel 4.  GE 5.  Google X 6.  OneWeb 7.  Raspberry Pi 8.  Samsung 9.  Slack 10. Xiaomi 1.  Aeromobil 2.  Air Asia 3.  Airbnb 4.  CitizenM 5.  Emirates 6.  Kulula 7.  RedBus 8.  Uber 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.  Brewdog 2.  GrameenDanone 3.  Graze 4.  Juan Valdez 5.  LA Organic 6.  Moa Beer 7.  Modern Meadow 8.  Nespresso 9.  Yeni Reki 10. Zespri 1.  Ashmei 2.  Beats 3.  Desigual 4.  Jonny Cupcake 5.  Inditex 6.  Patagonia 7.  Rapha 8.  Shang Xai 9.  Threadless 10. Tom’s 1.  Aspiration 2.  La Caixa 3.  Fidor 4.  First National 5.  Moven 6.  M-Pesa 7.  Robinhood 8.  Square 9.  Umpqau 10. Zidisha 1.  Al Jazeera 2.  Coursera 3.  Netflix 4.  Periscope 5.  Pledge Music 6.  Red Bull 7.  RiotGames 8.  Spotify 9.  Ushahida 10. WeChat futureproduct futurefashion futurefood futurehealth futuretech futuremakersfuturebank futuretravel N/S American brands European brands African/Arab brands Asia/Pacific 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.  Bitcoin 2.  Bhutan 3.  City FC 4.  The Elders 5.  Lovemarks 6.  ParkRun 7.  Planetary Res 8.  WWF 9.  Zoe Suggs 10. You futureservice futurebrands © Peter Fisk 2016 peterfisk@peterfisk.com GAMECHANGERS: WORLD’S MOST DISRUPTIVE INNOVATORS futurestore
  13. 13. Business 1.0 MECHANICAL Business 2.0 INNOVATIVE Business 3.0 ELECTRONIC Business 4.0 ROBOTIC Rethinking business …
  14. 14. Customers 1.0 DEMANDING Customers 2.0 ASPIRATIONAL Customers 3.0 PERSONAL Customers 4.0 HUMAN Business 1.0 MECHANICAL Business 2.0 INNOVATIVE Business 3.0 ELECTRONIC Business 4.0 ROBOTIC Rethinking customers …
  15. 15. Customers 1.0 DEMANDING Customers 2.0 ASPIRATIONAL Customers 3.0 PERSONAL Customers 4.0 HUMAN Marketing 1.0 COMMUNICATING Marketing 2.0 INTEGRATED Marketing 3.0 DIGITAL Marketing 4.0 SUPER HUMAN Business 1.0 MECHANICAL Business 2.0 INNOVATIVE Business 3.0 ELECTRONIC Business 4.0 ROBOTIC Rethinking marketing …
  16. 16. Change Why enabling Marketing 4.0 is about … collaborative intelligent audacious networked
  17. 17. audacious Google X 23 and Me Syngenta Tesla Motors
  18. 18. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius CustomerBusiness Rethink purpose
  19. 19. Li and Fung Tencent Alibaba 3DHubs networked
  20. 20. !© Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink innovation
  21. 21. Amazon Fidor Bank Scanadu Intuitive Surgical intelligent
  22. 22. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink brands
  23. 23. Disney Moven Juan Valdez Cafe Safaricom Change Why enabling
  24. 24. Commodity product Branded product Personal service Branded experience Customer’s experience Distinctive design Empathetic delivery Integrated journey Enabling more 2c coffee beans 20c branded coffee $2 coffee in store $20 lunch with friends Addedvaluethrough differentiation Added value through relevance Rethink experiences
  25. 25. Airbnb Nike+ Lego Threadless collaborative
  26. 26. Movement Collaborative Customer Customer Customer Customer Customer Customer Brand- enabled community Co-enable Co-design Co-create Co-sellCo-support Co-consume Rethink relationships
  27. 27. What will you do?
  28. 28. +genius
  29. 29. 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
  30. 30. peterfisk@peterfisk.com @geniusworks theGeniusWorks.com

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