Gamechangers Playbook for Business Leaders

GAMECHANGERS playbook for business leaders

For participants in The Gamechangers Program with Peter Fisk, [email protected] © GeniusWorks 2015

TM

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INNOVATIVE STRATEGIES TO ACCELERATE GROWTH

Are you ready to change the world? “Gamechangers” are disruptive and innovative, start-ups and corporates, reshaping our world. They are more ambitious, with stretching vision and enlightened purpose. They see markets as kaleidoscopes of infinite possibilities, assembling and defining them to their advantage. They find their own space, then shape it in their own vision. Most of all they have great ideas. They outthink their competition, thinking bigger and different. They don’t believe in being slightly cheaper or slightly better. That is a short-term game of diminishing returns. Why be 10% better, when you could be 10 times better? They capture their higher purpose in more inspiring brands that resonate with their target audiences at the right time and place, enabled by data and technology, but more through empathetic design and rich human experiences. Social networks drive reach and richness, whilst new business models make the possible profitable. They collaborate with customers, and partner with other business, connecting ideas and utilising their capabilities. They look beyond the sale to enable customers to achieve more, they care about their impact on people and the world, whilst being commercially successful too. www.Gamechangers.pro

Change your game 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

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

THE GAMECHANGERS PROGRAM Day 1 0900 - 1100

Day 1 1130 - 1330

Day 1 1430 - 1630

Day 2 0900 - 1100

Day 2 1130 - 1330

Day 2 1430 - 1630

Day 3 0900 - 1100

Day 3 1130 - 1330

Day 3 1430 - 1630

Each day 1700 - 1800

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MY CURRENT PLAN FOR GROWTH

Focus market

Growth drivers Strategic fit

Customers want Competitors do

Current strategy

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 futurefood futurestore

futurehealth futuretech futuremakers futurebank

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 2014 [email protected]

Gamechangers.pro The book includes 100 case studies of brands, large and small, from across the world who are shaking

up their markets, as voted for by industry leaders in each sector. More at www.Gamechangers.pro

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My inspiration

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THINK … Change your future

Out-thinking the competition, with ideas that can change the world. We live in an ideas economy, with possibilities limited only by our imaginations. The past is no guide to the future. What we can do matters more than what we have done. The best companies are guided by an inspiring purpose, exploring new possibilities, being curious and connected, daring and ingenious, working from the future back, to develop more audacious and disruptive ideas, to “out-think” the competition. Key concepts to change your future: •  Ideas … the power of imagination •  Audacious … creating ideas with attitude •  Foresight … thinking from the future back •  Ambition … finding your higher purpose •  Rethink … seeing things differently •  Challenge … asking the right question •  Creative … be curious and connected


THINK Change your

vision

Change your story

Change your market


Change your brand

DESIGN Change your

business


Change your results



RESONATE

MOBILISE

EXPLORE

IMPACT

AMPLIFY

DISRUPT

ENABLE

INSPIRE

©Peter Fisk

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Change your future … case studies

My insights My ideas




Google <X>

Aeromobil

Li and Fung

23andMe

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What is 10% v 10x better?

What is 10% better for your business?

What is 10x better for your business?

Sales

Operations

Innovation

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Who is most audacious in your world?

Your world

Most audacious

Why?

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What drives change in your world? External drivers

Internal drivers

Hi

Lo

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MY GAMECHANGERS PLAN

My applications My actions

!

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EXPLORE … Change your market

Making sense of the kaleidoscope, to shape markets in your own vision. Finding the best opportunities for growth in connected and fragmented markets, disrupted by tectonic shifts in power and new technologies. The best companies have foresight beyond traditional borders, geographies and categories. From masses to niches, averages to individuals, geography to global tribes. They look east and south, to digital natives and migrants, women and entrepreneurs. Key concepts to change your market: •  Kaleidoscopes … making sense of changing

markets •  Reorder … tectonic shifts of markets •  Eastwards … reawakening the Asian tiger •  Southwards … Africa and Latin America •  Tribes … redefining markets by attitude •  Millennials … understanding gen X, Y, Z •  Women … the power of female customers


THINK Change your

vision

Change your story

Change your market


Change your brand

DESIGN Change your

business


Change your results



RESONATE

MOBILISE

EXPLORE

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AMPLIFY

DISRUPT

ENABLE

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©Peter Fisk

Change your market … case studies

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Alibaba

Zespri

Beauty’in

Xiaomi

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Exploring adjacent markets

Geography

Customer Category

Capability

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Where is your future growth?

Profit potential

3 year growth

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What is your customers’ agenda

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How will you connect with Gen ABXYZ

Gen A Traditionalists

1915 - 1945

Gen B Baby Boomers

1945 - 1965

Gen X Diversifiers 1965 - 1980

Gen Y Millennials 1980 - 1995

Gen Z Digitalistas 1995 - 2010

Factors about this generation relevant to your business:

Factors about your business relevant to this generation:

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!

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DISRUPT … Change your strategy

Finding your own space, with a strategy that disrupts the future. Strategy is about finding your space in crowded and convergent markets. It cannot be an extrapolation of the past, nor a fixed point in the future. Through a more stretching vision and disruptive thinking, you choose your future – reframing your context, choosing a different audience, playing by new rules. Strategy is then about pivoting to this better place, from mediocrity to magic, staying focused yet agile as you progress. Key concepts to change your strategy: •  Focus … Finding best opportunities for

growth •  Break … Changing the possibilities,

achieving more •  Vision … Imagining a better place •  Choices … Developing a winning strategy •  Frame … Defining your own space •  Shape … Writing the new rules of the game •  Pivot … Moving from mediocrity to magic


THINK Change your

vision

Change your story

Change your market


Change your brand

DESIGN Change your

business


Change your results



RESONATE

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EXPLORE

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AMPLIFY

DISRUPT

ENABLE

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©Peter Fisk

Change your strategy … case studies

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Renova

Zipcars

Apple

Airbnb

New rule

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What rules could you break?

Old rule

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What would Apple do in your world?

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Change the why and who

Why

Who

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Change the what and how

What

How

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!

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INSPIRE … Change your brand

Building brands about people not products, about making life better. Brands are about making people’s lives better. About me not you, what people want and aspire to, rather than companies and products. Brands are enriching and enabling, giving people the confidence, and helping them, to achieve more. They can reach into new spaces because they mean more. They are platforms that bring people together inside and out, engaging them in bigger ideas, collaborative and evolving over time. Key concepts to change your brand: •  Purposeful … brands make life better •  Essence … finding the idea that defines

people •  Enabling … helping people to achieve

more •  Activate … bringing brands to life •  Platforms … creating space to explore and

engage •  Propositions … making brands specific and

relevant •  Stretch … extending brands to new markets


THINK Change your

vision

Change your story

Change your market


Change your brand

DESIGN Change your

business


Change your results



RESONATE

MOBILISE

EXPLORE

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AMPLIFY

DISRUPT

ENABLE

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©Peter Fisk

Change your brand … case studies

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Corning

LA Organic

Desigual

Juan Valdez

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How do you make life better?

The customer context

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What’s your brand concept?

What do we enable people to do?

How do we enable it better?

Why do they tell others about us?

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Developing customer propositions

Target Customer

Customer Agenda

Distinctive benefits

How we do this

Relative price

Trade-offs

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Extending the brand to new categories

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DESIGN … Change your business

Innovating the whole company, from business model to customer experience. Innovation is about making the best ideas happen profitably. It uses design thinking to look beyond products, to rethink business models and customer experiences, hard and soft, and then the products and services to deliver them. Every aspect of business can be innovated, open and collaborative, simple and frugal. Innovation is driven by a human cause, to make a positive and profitable difference to our world. Key concepts to change your business: •  Innovation … from better products to new

markets •  Create … diverge and be deviant •  Design … engage with function and form •  Breakthroughs … creating today and

tomorrow •  Integrate … innovating the whole

business •  Business models … defining how the

business works •  Better … simpler, cheaper, together


THINK Change your

vision

Change your story

Change your market


Change your brand

DESIGN Change your

business


Change your results



RESONATE

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AMPLIFY

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©Peter Fisk

DESIGN … Change your business

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Tesla

ARM

Spotify

Nespresso

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Designing my business model

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Business Model (demand side)

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Business Model (supply side)

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Business Model

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RESONATE … Change your story

Tuning into the customers world with real-time and relevant marketing content. Getting in sync with your customers world, engaging them in relevant and meaningful ways, about them, at the right time and place. Forget broadcast campaigns, advertising push. Think digital and physical, in context and on demand. Participation builds content that is liquid and linked, working across media, social and local, mobile and topical, articulated in stories that are authentic, collaborative, experiential and contagious. Key concepts to change your story: •  In context … It’s about my world not yours •  In time … Real-time marketing, fast and

topical •  On demand … when, where and how I

want it •  Moments of truth … the four resonance

points •  Content … Creating ideas that are liquid

and linked •  Storytelling … Turning ideas into

memorable stories •  Contagious … Catching the ideas virus


THINK Change your

vision

Change your story

Change your market


Change your brand

DESIGN Change your

business


Change your results



RESONATE

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©Peter Fisk

RESONATE … Change your story

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Red Bull

Coca Cola

Umpqua Bank

GE

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Marketing in context

What are your target customers thinking? What are they

doing?

How could you engage them?

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Marketing in realtime

What are examples of topical events?

How could you relate to this?

What would you say or do?

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“Liquid and Linked” Content

Internally created

Externally created

Strategic brand

building

Tactical sales

driving

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Storytelling

Someone ... (a character)

Wants ... (a quest, a goal, a mission)

But ... (a challenge, an obstacle)

So ... (a means of succeeding)

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ENABLE … Change your experience

Delivering customer experiences that enable customers to achieve more. Customer experiences are much more than the touchpoints that lead to a sale. That is just the beginning for the customer. They should do more, and go further. Educating or entertaining, supporting and enabling the customer to achieve more. They are intelligent and interactive, collaborative and personal. Through digital interfaces and physical theatre, big data and human service, they immerse people in brand that enables more. Key concepts to change your experience: •  Enriching … educating, entertaining, and

enabling more •  Beyond … selling is just the beginning of

what you do •  Double loops … building retention, loyalty

and advocacy •  Personal … customizing business to make it

mine •  Collaborative … participating to make it

ours •  Intelligent … unlocking the power of big

data •  Alignment … bringing the whole

organization together


THINK Change your

vision

Change your story

Change your market


Change your brand

DESIGN Change your

business


Change your results



RESONATE

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©Peter Fisk

ENABLE … Change your experience

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Nike+

Rapha

Amazon

Comm Bank

THINK

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Mapping your customer’s experience

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Experience (focus on enablers)

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Experience (focus on brand concept)

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Experience (focus on personalisers)

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MOBILISE … Change your relationship

Growing further and faster, through social networks and collaboration. Customers have more in common, trust each other, and want to connect with each other much more than with any business. Advocacy, trust and loyalty between customers can be far more powerful than any CRM or loyalty card could ever achieve. Social and collaborative, brands and networks can support their desire to collaborate and share ideas, to build communities, or empowered movements with cause and passion. Key concepts to change your relationships: •  Engaging … involving and participating •  Contributing … collaborating and co-

creating •  Sharing … renting, sharing and

recommending •  Contagious … viral ideas and

communication •  Loyalty … trust, advocacy, loyal to each

other •  Communities … building a network with

purpose •  Movements … activating a network with

passion


THINK Change your

vision

Change your story

Change your market


Change your brand

DESIGN Change your

business


Change your results



RESONATE

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©Peter Fisk

MOBILISE … Change your relationship

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Threadless

Lego

Patients Like Me

Philosophy

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Customer collaboration

Co-enable Co-design

Co-create

Co-sell Co-support

Co-consume

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Creating and supporting advocacy

Contagious idea

Influencer

Influencer

Influencer

Advocates

Advocates

Advocates

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Building a brand movement

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IMPACT … Change your results

Delivering and sustaining a positive impact, human and financial. Value creation is about more than sales, it is about sustaining long-term profitable growth, which is good financially, and good for the world. Sustaining growth means being sustainable more broadly, through circular business models, and enabling customers to be better too. Happiness and health, social and environmental. Finding growth that is good, profits that are shared, achieving more together. Key concepts to change your impact: •  Impact … the real economics of business •  Sustainable … driving profits and growth

over time •  Good … good for me and my world, social

and environmental •  Perpetual … embracing the circular

economy •  Talent … unlocking the potential of people

to create the future •  Multipliers … how business can unlock

network effects •  Leaders … the real value of leaders to

business


THINK Change your

vision

Change your story

Change your market


Change your brand

DESIGN Change your

business


Change your results



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©Peter Fisk

IMPACT … Change your results

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Tom’s

Syngenta

Positive Luxury

Pharma-cylics

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What take? … What give?

0

What take?

What give?

Social Enviro

Social Enviro

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How to reduce? … How to enhance?

0

How reduce?

How enhance?

Social Enviro

Social Enviro

THINK

EXPLORE

DISRUPT

INSPIRE

DESIGN

RESONATE

ENABLE

MOBILISE

IMPACT

AMPLIFY

Performance metrics

Inputs Throughputs Outputs

Stra

teg

ic 3

-5 y

ears

O

per

atio

nal 1

-2 y

ears

THINK

EXPLORE

DISRUPT

INSPIRE

DESIGN

RESONATE

ENABLE

MOBILISE

IMPACT

AMPLIFY

Accelerating Growth

Growth

Years

THINK

EXPLORE

DISRUPT

INSPIRE

DESIGN

RESONATE

ENABLE

MOBILISE

IMPACT

AMPLIFY



!

THINK

EXPLORE

DISRUPT

INSPIRE

DESIGN

RESONATE

ENABLE

MOBILISE

IMPACT

AMPLIFY

AMPLIFY … Change your potential

Leaders amplify the potential of their people and organisations. Leaders make organisations work. Changing the game might also require you to change your brain, to think in new ways with new people and partners. Leaders amplify the potential of others. Brands amplify the potential of customers. Networks amplify the possibilities with partners. Gamechangers are typically the speedboats, rather than the supertankers, with the speed and agility to seize the new opportunities.of change Key concepts to change your potential: •  Amplifiers … how to multiply your impact •  Leaders amplify … Enabling people to do

more •  Brands amplify … Enabling customers to

do more •  Networks amplify … Enabling partners to

do more •  Speedboars and supertankers •  Small companies can be Gamechangers •  Big companies can be Gamechangers


THINK Change your

vision

Change your story

Change your market


Change your brand

DESIGN Change your

business


Change your results



RESONATE

MOBILISE

EXPLORE

IMPACT

AMPLIFY

DISRUPT

ENABLE

INSPIRE

©Peter Fisk

THINK

EXPLORE

DISRUPT

INSPIRE

DESIGN

RESONATE

ENABLE

MOBILISE

IMPACT

AMPLIFY

Amplifying the potential of others Catalyst

Communicator

Connector

Coach

THINK

EXPLORE

DISRUPT

INSPIRE

DESIGN

RESONATE

ENABLE

MOBILISE

IMPACT

AMPLIFY



THINK

EXPLORE

DISRUPT

INSPIRE

DESIGN

RESONATE

ENABLE

MOBILISE

IMPACT

AMPLIFY

MY GAMECHANGERS PLAN 2020

Growth market

Strategic idea Growth goal

Priorities to 2016 Priorities to 2018 Priorities to 2020

THINK

EXPLORE

DISRUPT

INSPIRE

DESIGN

RESONATE

ENABLE

MOBILISE

IMPACT

AMPLIFY

My big idea

+genius

Find out more Email: [email protected] Phone: +44 7834483830 Twitter: @geniusworks Website: www.theGeniusWorks.com

Gamechangers Playbook for Business Leaders

Business

Transcript of Gamechangers Playbook for Business Leaders