2013-15

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agenda

the new

Peter Fisk

peterfisk@peterfisk.com

www.theGeniusWorks.com

consumer

Natural

authentic

Tribal

niches

Doing

good

Simple

Pleasure

Smart

value Products to

people

Good

to

Great

Being

Human

Branded

Places

Creating

content

Made by

me

Being a

member

Enable

me

Do more

together

Products

to

People

Special

editions

Twist

and fuse From the

fringes

Inspiring

meaning

Me

to

We Statement

to

Stories

Consistent

to

Deviant

Selling

to

Enabling

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Curated

solutions

Building a

movement

Provoking

debate

Right here

Right now

Passive

to

Participating

Connecting

people

© Peter Fisk 2012

www.thegeniusworks.com

Volatile

Uncertain

Complex

Ambiguous

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What do consumers want

In a VUCA WORLD?

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GDP GROWTH

Source: OECD

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How are brands adapting

To this new world?

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Vibrant

UNREAL

CRAZY

ASTOUNDING

CONSUMER CONFIDENCE

Source: Neilsen

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... To many

FROM few ...

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... To pull

$

$

FROM PUSH ...

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Emerging segments +genius

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Millenials

Millenials

SO-LO-MO’s

Boomers Emerging Middle Down shifters

Alpha Women

Business

narrow

view

Business

narrow

view

Consumer

broader

view

Business Consumer

© GeniusWorks 2012. All rights reserved.

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Consumer world

Products to

people

Good

to

Great

Products

to

People

Me

to

We Statement

to

Stories

Consistent

to

Deviant

Selling

to

Enabling

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Passive

to

Participating

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me to we 1

Tribal

niches

Products to

people

Good

to

Great

Products

to

People

Me

to

We Statement

to

Stories

Consistent

to

Deviant

Selling

to

Enabling

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Building a

movement

Passive

to

Participating

Connecting

people

1 me to we

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togetherness

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FAN TWEET-UPS

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Tribal places

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Connecting people

NIKE+

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... Nike helps people run

NIKE+

NIKE+

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NIKE+

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RELEVANCE

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Creating MOVEMENTs

COLLABORATION

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Good to Great 2

Doing

good

Dream

possible

Smart

value Products to

people

Good

to

Great

Products

to

People

Me

to

We Statement

to

Stories

Consistent

to

Deviant

Selling

to

Enabling

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Passive

to

Participating

Good to Great 2

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DREAM REALITY

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SMART DESIGN

SMART VALUE

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FRUGAL INNOVATION

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GREEN AND SEXY

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Products to People 3

Products to

people

Good

to

Great

Being

Human

Branded

Places

Products

to

People

Me

to

We Statement

to

Stories

Consistent

to

Deviant

Selling

to

Enabling

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Curated

solutions Passive

to

Participating

Products to People 3

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Being human

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Playing games

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BRAND SPACES

ULTRA 10

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simplicity

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HUMAN

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CURATING SOLUTIONS

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Getting PERSONAL

ZAPPOS, SELLING SHOES?

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… delivering happiness

DELIVERING HAPPINESS

Happiness Tour

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RENTAL +genius

PASSIVE to PARTICIPATE 4

Products to

people

Good

to

Great

Creating

content

Made by

me

Being a

member

Products

to

People

Me

to

We Statement

to

Stories

Consistent

to

Deviant

Selling

to

Enabling

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Passive

to

Participating

PASSIVE to PARTICIPATE 4

THREADLESS +genius

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Crowdsourcing

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CrowdSELLING

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customising

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Co-creating

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RENTAL

RENTAL +genius

subscription

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GIFTING

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Selling to enabling 4

Products to

people

Good

to

Great

Enable

me

Do more

together

Products

to

People

Me

to

We Statement

to

Stories

Consistent

to

Deviant

Selling

to

Enabling

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Right here

Right now

Passive

to

Participating

Selling to enabling 4

DRAMATIC

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ENABLING MORE

TWO Square METRE

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Wear Cosmetics

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Umpqua Bank

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Supporting you

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MORE TOGETHER

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DOING MORE

more Dramatic +genius

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CONSISTENT TO DEVIANT 5

Products to

people

Good

to

Great

Products

to

People

Special

editions

Twist

and fuse From the

fringes

Me

to

We Statement

to

Stories

Consistent

to

Deviant

Selling

to

Enabling

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Passive

to

Participating

CONSISTENT TO DEVIANT 5

UNLIKE OTHERS

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ABSOLUTELY UNIQUE

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ASIAN FUSION

RADICAL CONCEPTS +genius

RAPHA + PAUL SMITH

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PANTy BY POST

SUBSCRIPTION

Community

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STATEMENT TO STORIES 6

Natural

authentic

Products to

people

Good

to

Great

Products

to

People

Inspiring

meaning

Me

to

We Statement

to

Stories

Consistent

to

Deviant

Selling

to

Enabling

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Provoking

debate

Passive

to

Participating

STATEMENT TO STORIES 6

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heritage

ADDING MEANING +genius

Abercrombie & Fitch

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WOrld’s biggest vlogger

Future proofed

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Social currency

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BEING PROVOCATIVE

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Creating DEBATE

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agenda

the new

consumer

Natural

authentic

Tribal

niches

Doing

good

Simple

Pleasure

Smart

value Products to

people

Good

to

Great

Being

Human

Branded

Places

Creating

content

Made by

me

Being a

member

Enable

me

Do more

together

Products

to

People

Special

editions

Twist

and fuse From the

fringes

Inspiring

meaning

Me

to

We Statement

to

Stories

Consistent

to

Deviant

Selling

to

Enabling

+genius

Curated

solutions

Building a

movement

Provoking

debate

Right here

Right now

Passive

to

Participating

Connecting

people

© Peter Fisk 2012

www.thegeniusworks.com

WHAT ABOUT YOUR CONSUMERS?

DEEPER insight

Enablers

What do I want to be able to do?

Essentials What is necessary and expected?

Energisers What would excite me?

“Needs”

“Wants”

“Aspirations”

“Must Dos”

“Differentiators”

“Distinguishers”

© GeniusWorks 2012. All rights reserved.

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WHAT ABOUT YOUR brands?

© GeniusWorks © GeniusWorks 2012. All rights reserved.

Product

Enablement

Benefit

REFRAMING CONTEXT

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How can you fuse ideas?

Creative Fusion

© GeniusWorks 2012. All rights reserved.

Long Queues

Silent

Cashiers

Bars

Finance

Complicated

Transactions

Boring

Long Queues

Silent

Cashiers

Bars

Finance

Complicated

Transactions

Boring

Long Queues

Silent

Cashiers

Bars

Finance

Complicated

Transactions

Boring

Existing

business:

Parallel

world:

Creative

fusion:

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And new business models?

Business models

© GeniusWorks 2012. All rights reserved.

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CAN THEY BE PART OF IT TOO?

Co-marketing

© GeniusWorks 2012. All rights reserved.

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How do you enable more?

Enabling more

Passive

experience

Active

experience

Scripted

delivery

Unscripted

delivery Brand as a

guide

Brand as a

coach

Brand as an

educator

Brand as an

entertainer

© GeniusWorks

Volatile

Uncertain

Complex

Ambiguous

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Vibrant

UnREAL

Crazy

Astounding

+genius

Peter Fisk is a customer, innovation and branding expert, making sense of a rapidly changing

business world, learning from a new generation of business, digital and physical, large and small …

inspiring and enabling you to innovate and win in the new marketspaces. He is a bestselling author

and inspirational speaker, and consultant to leading companies around the world .

Peter is the Founder and Creative Director of the GeniusWorks, a strategic innovation business with

offices in London and Budapest, Dubai and Istanbul, 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.

His latest book Creative Genius brings together entrepreneurs and artists, rockstars and rockets

scientists, in "the essential guide to innovation for visionaries, border crossers and game changers".

From Air Asia to Virgin Galactic, Gaga to Miyamoto, it offers 50 inspirational tracks to inspire your

ideas, and make them happen. 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 do 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 roles in sales, marketing and brand

management.

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 Lastminute.com , 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” and is in

demand around the world as an expert advisor and energising speaker.

.

peterfisk@peterfisk.com

www.theGeniusWorks.com

Bolder

brands

Smarter

innovation

Better

marketing

Creative

solutions

Winning

strategies

CEO

mentoring

Expert

workshops

Cambridge

academy

Conference

keynotes

One-day

seminars

Leadership

retreats

Optimising

performance

Energising

events

Inspiring

ideas

Accelerating

growth

Developing

people

+genius © Peter Fisk 2012

www.thegeniusworks.com

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