World changingg g

Imagine the world is a villagef 100 lof 100 people

57 Asians21 Europeans14 A i14 Americans

8 Africans8 Africans

52 women + 48 men52 women 48 men

89 heterosexual + 11 homosexual89 heterosexual 11 homosexual

30 Caucasian + 70 non-Caucasian30 Ch i ti 70 Ch i ti30 Christians + 70 non-Christians

6 people6 people would havewould have

59% of the wealth

(and all come from USA)(and all come from USA)

80 would live in poverty0 0

80 would live in poverty70 would be illiterate70 would be illiterate50 would be hungry

0 0 1 would own a computer1 would own a computer

0 0 1 would have a university degree1 would have a university degree

0 0 1 would be dying1 would be dying

0 0 1 would be being born1 would be being born

Changing life patternsChanging life patternsChanging behaviourChanging behaviour

Changing values

By 2050 China’s economy will be 80% l th th USA80% larger than the USA

12% of Shanghai maids quit their j b f t di fljobs for trading floors every year

By 2050 there will be more f l CEO th lfemale CEOs than male

40 million men are unlikely t fi d if ( )to find a wife (ever)

5 billion tonnes of excess carbon itt d hemitted each year ...

to reduce by 80%... to reduce by 80% over the next 20 yearsover the next 20 years

if we are to survive

12% of Shanghai maids quit their j b f t di fljobs for trading floors every year

Kids can do 5.4 things t th tiat the same time

…adults can only do 1.7( l )(men even less)

130 million Facebook profiles130 million Facebook profiles40 million daily bloggers40 million daily bloggers

1 million wiki authors

17% of Playstation users yare over 50

8% f l b l bil h8% of global mobile phones usersare under 10are under 10

Competitive intensity hast i l d i 10tripled in 10 years

Product lifecycles have h t d b 70%shortened by 70%

Imitation is immediateImitation is immediate

Expectations are highp gBoredom is great

L lt iLoyalty is rareTrust is lowTrust is low

Power has shifted f li t tfrom supplier to customer

Customers already have thi th deverything they need

… look in your wardrobe!… look in your wardrobe!

Start doing business t ton customer terms

… what, when, where and how th tthey want

rather than to fit your business… rather than to fit your business priorities, structures,priorities, structures,

and timescales

Every customer is differentyMore informed

M di iMore discerningMore promiscuousMore promiscuous

Who wants you?Who wants you?Who do you want?Who do you want?What do they want?

New customer ‘currencies’ matter thmore than money …

TimeSpaceSpaceFriendsFriends

LearningW llb iWellbeing

whilst ethics and environmental… whilst ethics and environmental issues are the fastest growingissues are the fastest growing

customer motivation

Most purchase decisionsMost purchase decisions are made in less thanare made in less than

2.6 seconds

… increasingly driven by emotional t ti l b fitnot rational benefits

What will make yourWhat will make yourbig ideabig idea

stick in your customer’s mind?

… your brand, your purpose,iyour passion

Intangible assets typically make up 72% f ’ k t l72% of a company’s market value

reflecting your business’… reflecting your business’ future potential,future potential,

more than its profits today

… future markets,f t d tfuture products

… sustained by strong relationshipsd t b dand strong brands

How will you do better?y

How will you be different?y

How will you be extraordinary?y y

Be boldBe boldBe braveBe brave

Be brilliant

Peter Fisk is an experienced strategist and marketer, having spent many years working Peter Fisk is an experienced strategist and marketer, having spent many years working with the likes of American Express and British Airways Coca Cola and Marks & Spencerwith the likes of American Express and British Airways Coca Cola and Marks & Spencerwith the likes of American Express and British Airways, Coca Cola and Marks & Spencer, with the likes of American Express and British Airways, Coca Cola and Marks & Spencer, BT and Cable & Wireless, Microsoft and Philips, O2 and Vodafone.BT and Cable & Wireless, Microsoft and Philips, O2 and Vodafone.

He is author of the new bestHe is author of the new best--selling book selling book Marketing GeniusMarketing Genius which explores the left and which explores the left and rightright--brain opportunities for marketing to deliver extraordinary results in today’s complex brain opportunities for marketing to deliver extraordinary results in today’s complex gg pp g y y ppp g y y pmarketsmarkets . He also wrote . He also wrote The Complete CEOThe Complete CEO, and has , and has just published just published Business Genius, Business Genius, an inspirational guide to business growth.an inspirational guide to business growth.

Peter is founder of The Genius Works, and is Peter is founder of The Genius Works, and is an inspirational speaker on all aspects of an inspirational speaker on all aspects of t t k ti d i tit t k ti d i ti B i St t R iB i St t R i tl d ib d hitl d ib d histrategy, marketing and innovation. strategy, marketing and innovation. Business Strategy Review Business Strategy Review recently described him as recently described him as

“one of the most important new business thinkers“one of the most important new business thinkers

Marketing GeniusMarketing Genius has sold over 20000 copies and has been translated into 28 different has sold over 20000 copies and has been translated into 28 different languages He is now writinglanguages He is now writing Green BusinessGreen Business on how to achieve commercial success byon how to achieve commercial success bylanguages. He is now writing languages. He is now writing Green BusinessGreen Business on how to achieve commercial success by on how to achieve commercial success by doing the right thing ethically and environmentally .doing the right thing ethically and environmentally .

He was previouslyHe was previously the CEO of the world's largest marketing organisation, the Chartered the CEO of the world's largest marketing organisation, the Chartered Institute of Marketing, Partner at strategic innovation firm The Foundation, Director of Institute of Marketing, Partner at strategic innovation firm The Foundation, Director of g, g ,g, g ,Brand Finance, led the global marketing consulting team of PA Consulting Group, and Brand Finance, led the global marketing consulting team of PA Consulting Group, and managed brands and strategy at British Airways.managed brands and strategy at British Airways.

He also recently established Brand Genius in partnership with Brand Finance, bringing He also recently established Brand Genius in partnership with Brand Finance, bringing t th th i d f b d t t d i tit th th i d f b d t t d i titogether the yin and yang of brand strategy and innovation.together the yin and yang of brand strategy and innovation.

peterfisk@peterfisk.competerfisk@peterfisk.comwww.thewww.thegeniusgeniusworks.comworks.com

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