GAMECHANGERS innovative strategies to accelerate growth
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
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
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
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
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
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Case Studies
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
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
THINK
EXPLORE
DISRUPT
INSPIRE
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RESONATE
ENABLE
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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
THINK
EXPLORE
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INSPIRE
DESIGN
RESONATE
ENABLE
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AMPLIFY
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
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
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
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
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
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
Extending the brand to new categories
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
MY GAMECHANGERS PLAN
My applications My actions
DESIGN change your business
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
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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
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
Case Studies
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
Nespresso
ARM
GE
Haier
Zipcar
37
Xerox’s new business model
Haier
ARM Holdings
ARM v Intel
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
Designing my business model
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Think Zipcars
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
Designing my business model
38
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
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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THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
Business Model (supply side)
What products and services do we bring together for our customers?
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 benefits do we enable our customers to achieve?
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
41
Business Model Canvas
What products and services do we bring together for our customers?
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 benefits do we enable our customers to achieve?
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
43
The Lean Startup
The Lean Startup
GE FastWorks
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
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MY GAMECHANGERS PLAN
My applications My actions
!
Case Studies
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
Nespresso
ARM
GE
Haier
Zipcar
37
RESONATE change your story
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
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
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
Case Studies
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
Coca-Cola
Comm Bank
Moa Beer
Netflix
Red Bull
46
Red Bull
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
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
Oreo
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
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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
EXPLORE
DISRUPT
INSPIRE
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RESONATE
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“Liquid and Linked” Content
Internally created
Externally created
Strategic brand
building
Tactical sales
driving
Dove
Moa Beer
Moa Beer
Moa Beer
The shape of stories
Pixar
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
GE Brilliant Machines
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MY GAMECHANGERS PLAN
My applications My actions
!
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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Find out more Email: [email protected] Phone: +44 7834483830 Twitter: @geniusworks Website: www.theGeniusWorks.com
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