Genius Marketing Lab with Peter Fisk
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Transcript of Genius Marketing Lab with Peter Fisk
Change … Winning as a 21st century ‘Gamechanger’
Smarter … Unlocking the power of your brand
Faster … Unlocking the power of your networks
Impact … making it happen now
1984
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The fall of giants
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POWER SHIFT +genius
Customer power +genius
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Apple 1984
$900,000
6 months
50 million
Charlie’s Finger
$0
6 minutes
580 million
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Change Winning as a 21st century
‘Gamechanger’
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Who are your most
important customers, or
“fans”?
What “energises” your
best customers
emotionally?
What do they what to
be “enabled” to do, that
they cant do now?
Examples:
Garanti, Skoda, Tumi
What is your brand’s
inspiring purpose
beyond profit?
How do to make
people’s lives, and the
world, better?
What is the revolution,
the cause, the
movement, you lead?
Examples:
Benetton, Cemex, Virgin
How can to be more
relevant for each
different audience?
What distinctively do
you enable people to
achieve better?
How do you offer
fantastic “value” and be
profitable?
Examples:
Lego, Mini, T-Box
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Customers are intelligent
and demanding
Brands need to do more
for people than logos
Competitors challenge
globally and cross-sector
Customers have new
attitudes and priorities
Value creation matters
more than size or share
Marketing is about engaging
and enabling people
Customers are participants,
creating and innovating.
Platforms and propositions
build stronger brands
Networks and communities
deliver faster connections
Focus on now whilst also
designing the future
Economic crisis was the
cry of a changing world
Technology disrupts
and connects everything
Power shifts from West to
East, big to small
New opportunities
emerge in whitespaces
Winning is about ideas
not about capabilities
Winners
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LOSERS +genius
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Volume
West
Big
Business
Mass
Value
East
Small
Customer
Niche
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Here’s to tHe crazy ones ...
The misfits. The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They're not fond of rules.
And they have no respect for the status quo.
You can praise them, disagree with them,
quote them, disbelieve them,
glorify or vilify them.
About the only thing you can't do is
ignore them.
Because they change things.
“Times of turbulence are the most
exciting times ... because
everything changes”
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GE born in a
recession
1876
HP born in a
recession
1929
born in a
recession
1975
MTV born in a
recession
1981
born in a
recession
2001
iPod
Microsoft
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A new generation of business Unlocking the power seizing the opportunity of change
2012 … new leaders
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PARADOX
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Mobility
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CONTENT
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networks +genius
RENTAL +genius
FRUGAL
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SUSTAINABLE +genius
Future proofed
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NETWORKS
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POSSIBILITIES
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... To pull
$
$
FROM PUSH ...
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... To many
FROM few ...
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connecting +genius
More CAPABLE RELATIONSHIPS
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Participative +genius
HUMAN
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DRAMATIC
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EXPERIENCES +genius
Movement
participation
EMOTIONAL
Pull
Engagement
market
attention
Functional
Push
interruption
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magical
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They are the gamechangers Unlocking the power the next generation of brands
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© GeniusWorks 2012. All rights reserved. +genius
© GeniusWorks 2012. All rights reserved. +genius
CAN YOU CHANGE?
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Purpose to make
life better in a
profitable way
Objective to make
great products and
maximise profits
Shaping markets
through vision and
total innovation
Competing by
being slightly
better or cheaper
Making a difference
socially and
environmentally
Complying with
legal and ethical
standards
Building networks
of partners and
customers
Using existing
supply and
distribution chains
Collaborating to
engage and
enable more
Making and
selling products to
customers
0
5
10
15
20
Connecting
people and their
passions
Customers are
anonymous and
individual
Participative Social Networked Creative Responsible Human
Gamechanger Profiler
© GeniusWorks 2012
Here’s to tHe crazy ones ...
The misfits. The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They're not fond of rules.
And they have no respect for the status quo.
You can praise them, disagree with them,
quote them, disbelieve them,
glorify or vilify them.
About the only thing you can't do is
ignore them.
Because they change things.
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WHAT WILL YOU DO?
Who is really good at
this in your world?
Human … customer-driven,
human-centred emotionally-
engaging business
Creative … innovative to
think bolder and simpler,
different and better
Responsible … doing
better by doing good,
socially and environmentally
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
Silent Silent
What could you do
in your business?
Silent Silent
Silent Silent
Silent Silent
Silent Silent
Silent Silent
© GeniusWorks 2012. All rights reserved.
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Next generation businesses
exploit disruptive change
Seizing new opportunities of
emerging growth markets
Global and local, focused on
niche audiences and needs.
Fusing digital and physical to
deliver the best of both.
Shaping markets in their own
vision, focus and innovation.
.
Smaller and faster, they play
“judo” against old leaders.
Ideas and IP at their core,
delivered with partners.
Engaging people individually,
enabling them to do more
Innovating business models
to engage and differentiate
Winning by profit not volume,
advocacy not advertising.
Gamechangers see things
differently …
• Human
• Creative
• Responsible
• Networked
• Social
• Participative
They rethink, reframe,
reinvent and restart …
Smarter and faster.
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SMARTER Unlocking the power
of your brand
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Think different
Business
narrow
view
Business
narrow
view
Customer
broader
view
Business Customer
© GeniusWorks 2012. All rights reserved.
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“I don’t want a drIll”
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Brands are about people Unlocking the power enabling them to do more
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Harleys, great bikes?
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… BuIldIng a trIBe
ZAPPOS, SELLING SHOES?
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… delIverIng HappIness
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2
3
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2
3
1
2
3
1
2
3
1
2
3
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Who are your most
important customers,
or “fans”?
What “energises” your
best customers
emotionally?
What do they what to
be “enabled” to do, that
they cant do now?
Examples:
H&M, Skoda, Tumi
What is your brand’s
inspiring purpose
beyond profit?
How do to make people’s
lives, and the world,
better?
What is the revolution,
the cause, the
movement, you lead?
Examples:
Benetton, Cemex, Virgin
How can to be more
relevant for each
different audience?
What distinctively do
you enable people to
achieve better?
How do you offer
fantastic “value” and be
profitable?
Examples:
Lego, Nike, T-Box
Search for deeper insight Unlocking the power about what energises people
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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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H&M, Energisers
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Tumi, NICHes
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FORD, EXTREMES
Have a bolder purpose Unlocking the power beyond making money
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Bolder PURPOSE
© GeniusWorks 2012. All rights reserved.
BENETTON, PROVOCATIVE
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“People are builders. They build to educate, to heal, to shelter and
comfort families.
They build to connect with each other, to share their art and
knowledge for the benefit of humanity.
Everything people build requires strength to weather the forces of
nature and time. It requires a solid foundation.
By helping people to solve their building challenges in communities
around the world, we are a vital part of that foundation.
Our products are everywhere, from the smallest villages to the
largest cities – linking communities, providing shelter, and enabling
society’s sustainable growth.
As a global industry leader, Cemex will continue building a better
world for the next 100 years”
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CEMEX
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CEMEX, DOING MORE
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VIRGIN, making change
Propositions engage people Unlocking the power relevant and different
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PROPOSITIONS
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PROPOSITIONS
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Focused propositionS
© GeniusWorks 2012. All rights reserved.
Who?
What?
Why?
How much?
What not?
The target customer
(Who is the target segment)
The customer context
(What they want to achieve)
The distinctive benefits
(How you help them do it better)
The relative price position
(% more or less than alternatives)
The customer trade offs
(What they could get else where)
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Customer value proposition
Value to customer =
© GeniusWorks 2012. All rights reserved.
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Focused propositionS
TATE MODERN +genius
TATE MODERN +genius
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Build brand platforms Unlocking the power not campaigns
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IBM “sMarter planet”
© GeniusWorks 2012. All rights reserved.
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Engaging
people Collaborating
Personalising
Educating
Showcasing
Sharing
Connecting
Selling
Brand platforms
are digital and
physical
Brand platforms
are stories and
destinations
Brand platform
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coKe “lIve posItIvely”
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NIKE+
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Silent
Silent
Silent
What is your
purpose?
Who are the
participants?
What is the
proposition?
Silent
Silent
Silent
What is the
content?
What will be
created?
What will be
iconic?
Silent
Silent
Silent
How will you
attract people?
How will they
participate?
How will it
self-sustain?
© GeniusWorks 2012. All rights reserved.
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Create better solutions Unlocking the power through concept fusions
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Iconic
design
iPod
Brand
U2
Vertigo
iTunes
Podcasting
iPod
Phone
Special
Edition
Exclusive
Releases
Music
Store
Legalising
Filesharing
Success
Story
Apple
White
cables
Imitation
And buzz
Ad
Graphics
60G
Photo
Video Desperate
Housewives
Mini
Shuffle
Nano
Motorola
(RED)
Steve Jobs iMac
Innovative fusion
Banks
Example:
Long Queues
Silent
Cashiers
Bars
Finance
Complicated
Transactions
Boring
© GeniusWorks
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Innovative fusion
Banks
Example:
Long Queues
Silent
Cashiers
Bars
Finance
Complicated
Transactions
Boring
Take a seat
Funky music
Great service
Openness
About lifestyle
Made easy
Community build
Fun
© GeniusWorks
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Innovative fusion
Banks
Example:
Caffe Latte
Funky
Concierge
Sofas
Life
Colourful
Community
Fun
Long Queues
Silent
Cashiers
Bars
Finance
Complicated
Transactions
Boring
Take a seat
Funky music
Great service
Openness
About lifestyle
Made easy
Community build
Fun
© GeniusWorks
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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
What are the existing
characteristics of your
industry?
What can you learn from
your “creative parallel”
(sector, geography)?
What is the fusion?
© GeniusWorks 2012. All rights reserved.
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Phone Internet TV + +
Energy Water Banking + +
Innovate your business model Unlocking the power the best source of differentiation
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New Business models
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Business models
© GeniusWorks 2012. All rights reserved.
Assets and
Capabilities
Products &
Services
Value
Proposition
Channels &
Support
Customer
Segments
Supply
Networks
Market
Networks
Costs Performance Revenues
ARAVIND EYECARE
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Business models
© GeniusWorks 2012. All rights reserved.
7
Assets and
Capabilities
Products &
Services
Value
Proposition
Channels &
Support
Customer
Segments
Supply
Networks
Market
Networks
Costs Performance Revenues
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GROUPON
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SPOTIFY
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KINGDOM
Silent
Freemium How could you give
your product away
free and still make
money?
Gateway How could your be
the aggregator for
your marketplace or
customer type?
Silent
Subscription How could you sell
subscriptions
(leasing, rental,
pay per use)?
Silent
© GeniusWorks 2012. All rights reserved.
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Build brand platforms,
not campaigns
Enable participation
not interruption
Create content, don’t
just sell stuff
Examples:
IBM Smarter Planet
Nike+
Develop concepts not
products or services
Combine unusual ideas
to create fusions
Reframe your brand
around what you enable
Examples:
Umpqua Bank
Grameen Danone
Rethink the “system”
that enables customers
Explore value spots and
new revenue streams
Design a differentiating
business model
Examples:
Spotify
Ultra 10
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3
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3
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FASTER Unlocking the power
of your networks
PROMOTION
customers
BRANDS
PRODUCTS
PRICE
Engagement
Participants
Ideas
ENABLERS
Context
RELATIONSHIPS
PLACE
COMMUNITIES
PARTNERS
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Who can do each aspect
of your business better
than you?
How could you work
faster and smarter with
each business partner?
Could you partner with
your competitors to each
more together?
Examples:
Ed Hardy, P&G, Tchibo
Who are the brands
that your target
customers trust most?
How can you be an
ingredient in another
brand’s concept?
Which aspects of your
business could you
license or franchise?
Examples:
M-Pesa, Groupon, Threadless
Which online or physical
networks do your
customers belong to?
How could you support
them in connecting with
each other?
How can you add more
value and content to their
networks?
Examples:
Lego, Danone, Oriflame
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3
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3
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AUDIGIER, FRANCHISED
SKODA, SOLD IN A BOX
TCHIBO, WEEKLY RANGE
You are the ideas people Unlocking the power let partners do the other stuff
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Observe them in everyday situations
Learn from complaints and online forums
Talk with consumers in depth
Try it out yourself
Use qualitative and quantitative research
consumer immersion
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consumer immersion
Connect & Develop
Design Thinking
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60% Profits growth +genius
Exploit the power of networks Unlocking the power forget the old “linear” models
saFarIcoM, aFrIca’s BanK
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M-PESA, MOBILE MONEY
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GLOBAL NETWORKS
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LOCAL NETWORKS
Be part of customer networks Unlocking the power adding value to their communities
ORIFLAME COSMETICS
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FC BARCELONA
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Grameen Bank +genius
Grameen Danone +genius
LEGO
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LEGO
20.4 million customers worldwide bought a
Lego set in the past 12 months for their own
or other active households
8.6 million worldwide users participate
directly with Lego in their online community,
but are not registered by name
4.0 million worldwide users
register their details enabling a
personal dialogue and relationship
3000 “lead users”
co-create customised
products and recommend others
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Co-marketing
Creators
Activists
Contributors
Socialisers
Spectators
© GeniusWorks 2012
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world’s BIggest vlogger
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Social INFLUENCE
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Which brand
does your
customer love
and trust most?
Which other
related brands
do they use as
part of solution?
Which other
brands could
use you as part
of their solution?
Affinity branding
Solution branding
Ingredient branding
How could you
add love with an
affinity brand?
How could you
add value as a
solution brand?
How could you
add reach as an
ingredient brand?
© GeniusWorks 2012. All rights reserved.
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Get connected to So-Lo-Mo Unlocking the power all about people, time and place
Consumers in a
mobile world
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SO-LO-MO consumers +genius
Local
Social
Mobile
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SO-LO-MO consumers
LOCALISING
personalising
playing
changing
How can you
combine
social + mobile?
How can you
combine
local + mobile?
How can you
combine
social + local?
Social media is tribal and
collaborative (eg Facebook, sports
clubs, employer)
Mobile media is about time
and place (eg Google,
Kelkoo, Epocrates)
Local media is about relevance
and personal (eg Foursquare,
Groupon, local press)
© GeniusWorks 2012. All rights reserved.
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THREADLESS +genius
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Make it cool and catchy Unlocking the power contagious conversations
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MINI ADVENTURE
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FRO-YO DESIRE +genius
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Get
topical
Have a
cause
Human
people
Build a
movement
Provoke
debate
Target
mavens
Games n
prizes
Fast and
Guerrilla
© GeniusWorks 2012. All rights reserved.
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CREATING CONTAGIONS
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PROVOCATION
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TWEET-UPS
FLASH SALES +genius
Hot topic
agendas
Having a
cause
Just being
human
Building a
movement
Creating a
debate
Extremes +
connectors
Prizes and
surprises
Guerrilla
actions
© GeniusWorks 2012. All rights reserved.
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FROM MARKET STALL
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TO GLOBAL BRAND
$250M in 6 YEARS +genius
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Find “affinity brands”
who your customers love
Be a “solution“brand,
aggregating others
Add your brand as an
“ingredient” of others
Examples:
Amazon
Gore
Integrate media around
“social” and “local”
Integrate media around
“local” and “mobile”
Integrate media around
“soclal” and “mobile”
Examples:
Threadless
Mini
Drive communication
around topical agendas
Employ “connectors” to
bring people together
Promote “extreme” and
celebrity users
Examples:
Pinkberry
Superdry
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IMPACT Making it happen
now
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From Aveda to
Pixar, more
purpose and more
empathy for
people
Current TV and
Threadless,
co-creating and
user-generated
From Nintendo to
Shanghai Tang,
function and form
that enables
more
Aberchrombie to
Zappos, they know
who, what and
where matters
most
Aravind and Tesla
delivering social and
environmental
innovation
Alibaba and Lego,
connecting your
customers and
partners
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
RESPONSIBLE DESIGNED
NETWORKED
HUMAN Focused
COLLABORATIVE
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More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Relationships
as
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Create a
members
club
43
Celebrate
their success
(and yours)
44
Maintain
confidence
Give
customers
equity
45
Enable
customers to
do good
46
Facilitate and
support their
communities
47
Get our
there
Incentivise
customer
referrals
48
Do more
for your best
customers
49
Communities
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Pricing
as
Context
Distribution
as
Partners
as
Engagement
Changed
priorities
Redefine
your market
on your terms
Win and
winback
Have an
opinion, be
provocative
Retain and
grow
Be the
thought
leader
Fewer, more
exclusive
Partners
Create your
character and
personality
Make it free
redefine you
b-model)
1
8
15
22
29
36
Tell your
inspiring
story
Offer luxury
products at a
low prices
Be open,
honest and
authentic
Accelerate
Link with
affinity
brands
Customise
solutions for
each person
Go deep
diving for
insights
2
9
16
23
30
37
Define what
you enable
people to do
Customers
choose their
price
Cross sell
partners, and
them you
Have an
inspiring
purpose
Co-create
your media
and message
Co-create
products and
services
3
10
17
24
31
38
Have a
cause you
believe in
Offer a
new type of
guarantee
Charge for
services
(time, advice)
Tell a
different
story
Reduce
impact and
waste
Deliver
more social
benefits
Be the local
partner,
small, caring
4
11
18
25
32
39
Express
yourself more
flexibly
Reengineer
to price
points
Share risk
Go green
now
Find the
emerging
whitespaces
Super-size
and mini-size
your offers
Develop
new entry
points
Deliver
integrated
experiences
Create a
branded
game
5
12
19
26
33
40
Become an
ingredient
brand
Enable
group buying
incentives
Encourage
tweets, blogs
and fanclubs
Don’t define
markets by
geography
License and
franchise
your concept
Innovate the
system
(do an iPod)
6
13
20
27
34
41
Rationalise
your product
portfolio
Stay fresh,
topical and
relevant
Focus on the
one word that
defines you
Profit
Relationship
building
Shorter more
selective
promotions
Specialise in
one niche not
everything
Target
non-existing
customers
7
14
21
28
35
42
Communication
Collaborative
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What will you do? Unlocking the power Do something
What should you stop?
What should you do better?
What should you start?
© GeniusWorks 2012. All rights reserved.
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Accelerating Growth
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innolab
© GeniusWorks 2012 +genius
TM
© GeniusWorks 2012 +genius
Ideas Factory Design Studio Impact Zone
innolab TM
Exploring the best opportunities to grow based on
future scenarios, customer immersion, parallel
worlds, emerging trends and creative hypothesise.
Insights emerge out of the collation of knowledge
from different perspectives, fused with creative
thinking. Insights are “flashes of inspiration”, and
platforms from which to generate better ideas.
By understanding the problem better, we have
more chance of creating successful solutions. By
focusing on real insights, we develop new ideas,
more ideas and better ideas.
Exploring the possibilities for innovation
Outputs include:
1. Opportunity maps
2. Future scenarios
3. Parallel worlds
4. Customer insights
5. Ideas generation
IMPACT Ideas Insight Explore Stretch Focus
© GeniusWorks 2010
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Innolab process
Ideas Factory
© GeniusWorks 2012.
Elevating ideas to a more powerful and conceptual
level – so that they are stronger and better able to
solve the problem. Connecting ideas into bigger
concepts, finding the bigger idea.
Considering the function and then the form of these
bigger ideas, enhancing their practical usability and
aesthetic appeal.
Looking beyond products and services to design new
business models and experiences, how they fit as part
of a broader solution, and evaluating their value
potential for customers and business.
Creating and shaping the best ideas
Outputs include:
1. Context framing
2. Disruptive creation
3. Idea fusion
4. Evolutionary design
5. Concept evaluation
IMPACT Evaluate Shape Fuse Create Frame
© GeniusWorks 2010 © GeniusWorks 2010
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Innolab process
Design Studio
© GeniusWorks 2012.
Turning best ideas into market success
Outputs include:
1. Accelerated delivery
2. Value propositions
3. High impact entry
4. Delivery horizons
5. Managing the vortex
IMPACT Evolve Deliver Launch Define Develop
Accelerating the best new concepts into the market.
Focusing your creativity and innovating the market too.
But launch is just the starting point - changing people’s
attitudes, encouraging new behaviours. Finding
spaces in the market that you can make your own,
defend and grow. Telling your story, in ways that are
compelling and contagious.
Shaping markets in your own mind rather than being a
slave to somebody else’s vision. Stretching and
evolving ideas so that can have even more impact, and
stay a step or two ahead.
© GeniusWorks 2010 © GeniusWorks 2010 © GeniusWorks 2010
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Innolab process
Impact Zone
© GeniusWorks 2012.
What will you do tomorrow? Unlocking the power whilst also shaping your future
Jan
2012
Now
Next
Beyondl
End of phase 1 (January 2013)
End of phase 2 (July 2013)
End of phase 3 (January 2014)
© GeniusWorks 2012. All rights reserved.
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And one more thing … Unlocking the power think different
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Our greatest fear is not that we are inadequate.
Our greatest fear is that we are powerful
beyond measure.
It is our light not our darkness that most
frightens us.
We ask ourselves, who am I to be brilliant,
gorgeous, talented and fabulous?
Actually, who are you not to be?
Your playing small does not serve the world.
There's nothing enlightened about shrinking so that
other people won't feel insecure around you.
It's not just in some of us; it's in everyone.
And as we let our own light shine,
we unconsciously give other people
permission to do the same.
As we are liberated from our own fear,
Our presence automatically
liberates others. +genius
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BE THE GAMECHANGER
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BE THE GAMECHANGER
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How can you be a genius
in the Middle East?
Inspiring ideas
• Bolder brands
• Smarter innovation
• Better marketing
Accelerating growth
• Gamechanger
• Innolab
• Brandoptima
Developing people
• CEO mentoring
• Leaders XT
• Cambridge Academy
Contact Peter Fisk and
Hany Mwafy at
www.GeniusMe.net
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