Leaders of Innovation and Growth: Part 2 of Gamechangers Program by Peter Fisk

GAMECHANGERS innovative strategies to accelerate growth

THINK

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INSPIRE

DESIGN

RESONATE

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AMPLIFY 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

INSPIRE change your brand

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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

IMPACT

AMPLIFY

DISRUPT

ENABLE

INSPIRE

©Peter Fisk

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Case Studies

THINK

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INSPIRE

DESIGN

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Airbnb

Corning

Ferrari

LA Organic

Nike

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Powerful brands

$11bn value $70m profit

What’s your inspiring purpose?

“To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference."

“To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).”

“We add sparkle to people's everyday lives."

Changing brands

What’s your inspiring purpose?

“To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference."

“To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).”

“We add sparkle to people's everyday lives."

Oldnew

Brands are not just about Brands today are more about Image Aspiration

Promise Experience Difference Resonance

Values Spirit Consistent Coherence Awareness Participation Personal Shared Engaging Enabling

Like Love Relationship Movement

Changing brands

Corning

LA Organic

La Amerilla de Ronda

LA Organic

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How do you make life better?

The customer context

“To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference." “To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).” “We add sparkle to people's everyday lives."

Brand concept

“To be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.” “We delight customers worldwide through four actions … We define innovation. We create experiences. We live responsibility. We shape Audi" ”To be the world’s most respected and successful designer, manufacturer and retailer of the finest jewellery … committed to obtaining precious metals and gemstones, and crafting our jewellery in ways that are socially and environmentally responsible."

Brand concept

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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?

Think Airbnb

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Customer Insight

Customer Jobs Gains

Pains

What benefits does the customer expect or desire, both rational and emotional?

What are the negatives in their current experience, both Rational and emotional?

What is the customer trying to do – the job they want to do, or new goal to achieve?

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THINK

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Customer Proposition

Brand Gain creators

How do the products and services create customer gain, for example savings that make them happy, or deliver outcomes beyond expectations?

Pain relievers

Products and services

How do the products and services remove the negatives, eg save time and effort, make them fee better, remove negative impacts, or fears?

What are all the product and service components that enable the customer to achieve their job?

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Nike Running

Nike Women

Nike Football

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Extending the brand to new categories

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MY GAMECHANGERS PLAN

My applications My actions

DESIGN change your business

THINK

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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

MOBILISE

EXPLORE

IMPACT

AMPLIFY

DISRUPT

ENABLE

INSPIRE

©Peter Fisk

Case Studies

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Nespresso

ARM

GE

Haier

Zipcar

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Xerox’s new business model

ARM Holdings

ARM v Intel

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Designing my business model

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Think Zipcars

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Designing my business model

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Business Model (demand side)

What products and services do we bring together for our customers?

Customers Communication Offerings

Channels

Relationships

Revenue streams Pricing models

Who are our target segments of customers and users?

Which types of distribution channels will we use to reach customers?

What kind of relationship do customers seek with us, and each other?

What benefits do we enable our customers to achieve?

What are the main sources of revenue, and which could be largest?

How, when and how often will we charge customers?

Proposition

Products & Services

What brand do we use? What are the key messages, and how do we engage customers?

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Business Model (supply side)


Partners Offerings

Processes

Cost streams Investments

Who are the external partners to help us create and deliver the offerings?

What distinctive assets do we have to use in existing or new ways?


What are the main internal activities to create and deliver the offerings?

What are the most significant ongoing costs to create and deliver the offerings?

How much do we need to spend before we start earning?

Proposition

Resources What are the main internal resources to create and deliver the offerings?

Assets

Products & Services

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Business Model Canvas


Customers Communication Partners Offerings

Channels

Relationships Processes

Revenue streams Pricing models Cost streams Investments

Who are our target segments of customers and users?

Which types of distribution channels will we use to reach customers?

What kind of relationship do customers seek with us, and each other?

Who are the external partners to help us create and deliver the offerings?


What are the main internal activities to create and deliver the offerings?

What are the main sources of revenue, and which could be largest?

How, when and how often will we charge customers?

What are the most significant ongoing costs to create and deliver the offerings?

How much do we need to spend before we start earning?

Proposition

Resources What are the main internal resources to create and deliver the offerings?

Products & Services

What brand do we use? What are the key messages, and how do we engage customers?

© GeniusWorks 2015

What distinctive assets do we have to use in existing or new ways?

Assets

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Donut selling

Low priced core than sell

extras Ryanair

SAP

Affiliate selling

Helping others to sell

products Amazon Pinterest

Auction platform

Selling other products to highest bid

Ebay Elance

Barter goods

Exchange goods, no

money Pay/Tweet Barterbook

Cash advance Customer

pays before goods made

Dell Groupon

Cross selling

Sell adjacent products to sell more Tchibo Shell

Crowd funding

Financed by fans as first consumers

Pebble Brainpool

Crowd sourcing Ideas from

customers for reward

Threadless P&G

Digital Formats

Turning physical into digital goods

Netflix Dropbox

Direct selling

Brand sold direct to customer

FirstDirect AussieFarm

selling Customer buys more

than product Harley Dav

Red Bull

Flat rate pricing

Single fee or subscrip. for unlimited use

Netflix Sandals

Fractional Ownership

Customers each own

shares Netjets

Homebuy

Franchise brand

Licensing format for a fee and %

Spar Lufthansa

Freemium payment Free basic

then charge for premium

Skype Spotify

Guarantee avaiiable Availability

becomes key promise Netjets

Hilti

Guarantee replace

Builds trust in quality and

loyalty Timberland

Tumi

revenue Alternative sources, eg advertising

Google Metro

Ingredient branding

Branded part other brand proposition

Goretex Intel

Integrated supply Efficiency through

supplychain Zara

ExxonMobil

Brand Curator Bringing

together best brands

Fab Pos.Luxury

Functional specialist Adding one

expert step to others PayPal Trust-e

Data Leverage Reselling

aggregated customer data

Facebook 23andMe

License brand

License brand or patent IP Ed Hardy

ARM

Unique Format Lock-in to compatible

formats HP

iTunes

Long tail range

Offer huge range to many

niches Amazon iTunes

Mass Customise

Make it personal for each person

Dell BMW

No Frills

Simple and minimal spec at lower cost Southwest

Accor

Open Source Make IP

available to everyone Android

Tesla

Solution Integrator

Connecting all sources and partners Li &

Fung Accenture

Pay per use

Payment metered by use or time

Zipcars Azuri Tech

Pay what you want Customer

choose the price

Radiohead Panera

Shared use

Customers buy same product Airbnb

RelayRides

Peer to Peer

Customers buy from

customers Craigslist

Zopa

Results based

Price based on agreed outcomes

Rolls Royce Xerox

Razor and Blade

Low price core, high price refills

Gillette Nespresso

Rent don’t buy

Time based fee for period

of use Xerox Regus

Revenue sharing Share with

others to inc custom base

AA/BA App Store

Reverse Innovate Sell simple products in mainstream

Haier OneLaptop

One for One

Charge the rich to fund

the poor Toms

Narayana

Self service

Customers do more

themselves IKEA

McDonalds

Quality assurance Certification and trusted

endorsement ISO

Verisign

Multilevel marketing Pyramid of customer

selling Tupperware

Avon

Subscribe to it

Customer pays regular

fee Time

DollarShave

Bottom of pyramid

Tailor offer to less wealthy customers Tata Nano Walmart

Trash to cash

Turn waster into new products Braskom Ekocycle

Dynamic pricing

Prices changes by

demand Priceline

WallSt Bar

Co-create Design

Customers are co-designers of products Threadless

Local Motors

White label

Make products for another

brand Cott

McBride

Doing good

Benefits society or

environment Oxfam

Ecotricity

Experience

Advertising

©GeniusWorks2015

50 business models to adapt and adopt

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The Lean Startup

GE FastWorks

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Case Studies

THINK

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Nespresso

ARM

GE

Haier

Zipcar

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RESONATE change your story

THINK

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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

MOBILISE

EXPLORE

IMPACT

AMPLIFY

DISRUPT

ENABLE

INSPIRE

©Peter Fisk

Case Studies

THINK

EXPLORE

DISRUPT

INSPIRE

DESIGN

RESONATE

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MOBILISE

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Coca-Cola

Comm Bank

Moa Beer

Netflix

Red Bull

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Red Bull

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Marketing in context

What are your target customers thinking? What are they

doing?

How could you engage them?

UmpquaBank

Enabling the customer

Commonwealth Bank

Old Marketing New Marketing

Make aware Sell

Engage Enable more

Amplify

Resonance points

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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?

Realtime marketing process

Realtime customer tracking

THINK

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“Liquid and Linked” Content

Internally created

Externally created

Strategic brand

building

Tactical sales

driving

Moa Beer

The shape of stories

Storytelling

Someone ... (a character) Wants ... (a quest, a goal, a mission) But ... (a challenge, an obstacle) So ... (a means of succeeding)

THINK

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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)

GE Brilliant Machines

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!

Peter Fisk helps business leaders make sense of a fast-changing world, to find the best new opportunities for growth, to embrace the best new ideas through insight and creativity, to rethink their entire vision and strategy, business model and customer experience. Being 10% better is just enough to compete in today’s world, to stand still. The real question is how to be 10 times better, to get ahead, to stand out, to be the leader who helps the business create and deliver future success. Peter works across the world, helping business leaders to develop innovative strategies for business and brands. He is a thinker, advisor and practical entrepreneur. He is Professor of Strategy, Innovation and Marketing at IE Business School, one of the world’s top ranked business schools, whilst also founder and CEO of GeniusWorks, a boutique consulting firm, helping clients across every sector to make sense of fast-changing markets, and find new ways to think, compete and win. Having trained as a nuclear physicist, Peter moved to managing brands like Concorde at British Airways, helping Microsoft to adopt a value-based marketing model, and Virgin to launch into new markets. As a highly experienced consultant he has worked in every sector and region of the world. As CEO of the world’s largest marketing organisation, the Chartered Institute of Marketing, he became a global authority on what’s best and next in business and markets. Finding his own space, he founded GeniusWorks, with offices in London and Istanbul. He works with companies big and small, food to fashion, skincare to stock exchanges, high tech to human – and brands as diverse as Aeroflot and Banyan Tree, Coca Cola and Club Med, Cooperative and Courvoisier, Davidoff and DSM, Eczacibasi and Fat Face, Fosters and GSK, Hershey’s and Mars, M&S and Nestle, Microsoft and O2, Phillips and Philosophy, Red Bull and Sabre, Santander and Skanska, Shell and Tata, Telia and Turkcell, Unilever and VB Beer, Virgin and Visa, Vodafone and Yapi Kredi – to think bigger and smarter, develop innovative strategies, bolder brands, and accelerate growth. Peter’s new book “Gamechangers: Are you ready to change the world?” explores the next generation of business and brands, shaking up markets, innovating and winning in new ways. Based on 100 global case studies, it explores the challenges of new markets, changing customers, brand building, new business models, real-time marketing, harnessing social media, inspiring leadership and positive impact. It has been nominated for Management Book of the Year 2015. His other books include “Marketing Genius” explores the left and right-brain challenges of success, and is translated into 35 languages. It was followed by five others – “Business Genius” on leadership and strategy, “Customer Genius” on building a customer-centric business, “People Planet Profit” on sustainable innovation, and “Creative Genius”, the innovation handbook for business leaders, defining what it takes to be Leonardo da Vinci in the 21st Century. Growing up in rural Northumberland, in the north of England, Peter has a love of running that has taken him from a youthful mile champion to still running every day, 35 years later. He now lives in Teddington, to the west of London, surrounded by the Royal Parks of King Henry VI and his hunting deer. He is married with two teenage daughters, who keep him real and in touch with the Snapchat, Netflix lifestyles of Gen Z. Inspired by his first job in the airline world, he loves to travel far and wide, indulge in Asian food, together with a well chilled Sauvignon Blanc. His favourite brands range from Ashmei running gear to Rapha cycle club, Paul Smith’s fashion design and House Café in Istanbul, New York’s MOMA to New Zealand’s great Moa Beer. Peter features in the Guru Radar of Thinkers50, and was described by Business Strategy Journal as “one of the best new business thinkers”. His advice is sought after by business leaders around the world, he adds specialist expertise to key projects, combining new ideas with practical action, inspiration and impact. Helping you to find your own space, to be leaders of change – to be bold, brave and brilliant.

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

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+genius

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

Leaders of Innovation and Growth: Part 2 of Gamechangers Program by Peter Fisk

Business

Transcript of Leaders of Innovation and Growth: Part 2 of Gamechangers Program by Peter Fisk