THINK DIFFERENT. The Masterclass: How can you create an insanely great business?


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Everyone knows the Steve Jobs story, about the “reality distortion field” who changed the world. Think Different is inspired by Steve, but is about you … Peter Fisk leads you through how to think and act differently, to lead and innovate your business, and deliver extraordinary results.

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THINK DIFFERENT. The Masterclass: How can you create an insanely great business?

  1. 1. Think Different. New 2-Day Masterclass: How can you create an “insanely great” business? Everyone knows the Steve Jobs story, about the “reality distortion field” who changed the world. Think Different is inspired by Steve, but is about you … how to think and act differently, to lead and innovate your business, and deliver extraordinary results. Day 1 0900 – 1230 … Inspiration … The Duality of Steve Jobs. Steve Jobs provokes and inspires in equal measure. We explore the four phases of his life … what influenced him, what mattered most, how he thought and acted different:  Silicon Kid. Adopted at birth, told he was special, geek in the garage, loving Bob Dylan, illegal phone calls, making games for Atari, and the selfish entrepreneur.  Apple Garage. A ding in the universe, the first personal computer, stealing ideas from Xerox PARC, a father in denial, the Mac team of pirates, and getting fired.  Pixar Years. Entrepreneurs don’t give up, super computers, meeting Laurene, technology becomes human, Toy Story, connecting dots and his next $1 billion.  i Generation. Jelly bean iMacs to lickable iPads, design beyond reason, hating hotels, Coldplay and Leerjets, $400 billion and becoming insanely great. Love him, or hate him, he changed the world … visionary and obsessive, pedantic and and dismissive, inspiring and impossible …distorting reality, disrupting possibility.  What can we learn from him?… Can you take his strengths, without his weaknesses, or is the nature of a genius always flawed?  How would you apply it? … What would he do in your market, in your business, how would he challenge the rules, and create the future?  Why you, why now? … We can learn and apply the ideas, but making them happen takes more – do you have the ambition, passion, and determination?
  2. 2. Day 1 1330 - 1500 … Connect the Dots … Think different about strategy Most strategies in business search for absolutes – the perfect vision, defining priorities, setting limits. But markets are dynamic, volatile and unpredictable, and plans are never perfect. Businesses rarely implement the strategy they agonised over. Think different. There are no straight lines, passion and intuition are better guides, making sense of complexity. Keep looking left-field, embracing every experience, seeing the bigger picture, limited only by your imagination. 1. Think bigger 2. Put a ding in the universe 3. Think in systems 4. Use every experience 5. Be persistent Day 1 1530 - 1700 … Art and Science … Think different about innovation Innovation processes seek to codify a human, creative experience. Processes improve efficiency, maybe even speed, but they rarely deliver the right answer. Market research delivers average insights, capabilities are only as good as experiences. Think different. Customers don’t know what they want, so innovation is a human, intuitive discipline, nurturing creativity and bringing ideas together in new ways. Design is much more than look and feel, it is about how things work - better, cooler, magical. 1. Be intuitive 2. Nurture ideas 3. Design is more 4. Seek simplicity 5. Have taste
  3. 3. Day 2 0900 - 1030 … Stay Hungry … Think different about leadership Leadership is typically about inspiration, but in a positive way – bringing people together, respecting and encouraging, supporting and developing the – building teams that are stronger than their parts, empowering them, and sharing rewards. Think different. There is no space for compromise in business – for less than the best people and performance below greatness. Social niceties, and compromise, do not change the world. With really great teams, you can be direct, difficult and brilliant. 1. Find the best people 2. Be direct 3. Keep teams small 4. Move on 5. Eat great food Day 2 1100 - 1230 … Enchantment … Think different about branding Brands are the identity systems that make you stand out from the crowd, articulate your difference and superiority. From ads to adwords, social media and relationship marketing, brands seek to build awareness, interest and demand. Think different. The best brands do more. They enchant people – aesthetically, emotionally, and inspirationally. They sell dreams not products, create unconditional desire, enable people to achieve more, and reflect who you want to be. 1. Educate, enchant, enable 2. Less is more 3. Seek perfection 4. Create desire 5. Deliver theatre
  4. 4. Day 2 1330 - 1500 … Insanely Great … Think different about performance Business performance is measured in revenues and profits, driven by the short-term aspirations of most investors. Make the most of every product, and then keep stretching and spinning it in as many ways as possible. Think different. The great businesses create value over the long-term. Their investors realise that by reinvesting in innovation, focusing on what matters most, they can do more for customers, build brands that last, and customers that love you more. 1. Stay focused 2. Play the long game 3. Manage upwards 4. Share rewards 5. More than money Day 2 1530 - 1700 … Live every day … Think different about yourself Most managers, like you, are ambitious and determined, yet we all have a sense of limited possibility, pipedreams that lack conviction, compromises that we make either because we are torn between home and work, or just hold ourselves back a little. Think different. Stop spending your time living someone else’s life, and live your own. Decide how good you really want to be, and commit yourself to absolute excellence. Spend each day, as if it were your last. 1. Believe 2. Live your own life 3. Use words 4. Live every day 5. Love
  5. 5. About the Masterclass … and Peter Fisk “Think Different” is a new two-day Masterclass, facilitated by business expert Peter Fisk helping participants to think differently about how to work and win in business. It is provocative and inspiration, highly interactive and practically applied to each participant and their business. It includes a free Steve Jobs biography and “Think Different” toolkit. Peter is a brand, innovation and marketing expert - making sense of fast-changing markets, learning from a new generation of business - digital and physical, large and small, west and east inspiring and enabling you to innovate and win in the exciting new world of business. He is a bestselling author, speaker, and advisor, combining the most inspiring ideas and practical action, and an in-demand expert advisor to business leaders around the world. Peter leads GeniusWorks, a strategic innovation business based in London, Istanbul and Dubai, that works with senior management to “see things differently” – to develop and implement more inspired strategies for brands, innovation and marketing. Gamechanger 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 leads the European Leadership Centre, an executive development program. His next book is Gamechangers …about the next generation of businesses - from Air Asia to Zipcars, Alibaba 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 included Creative Genius brings together entrepreneurs and artists, rockstars and rockets scientists, in "the essential guide to innovation for leaders, visionaries, and border crossers". Marketing Genius explores the left and right-brain approaches to competitive success (translated into 35 languages), Customer Genius describes how to build a customercentric 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” with a cultural alignment around customers. 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, HSBC and, Marks & Spencer and Microsoft, O2 and Orange, Philips and Red Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra and Virgin, Visa and Vodafone. He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largest marketing organisation. 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. He was recently described by Business Strategy Review as “one of the best new business thinkers.” For more information email, and visit