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Be the Gamechanger: Rethinking Marketing in a Fast-Changing World

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BE THE GAMECHANGER Rethinking marketing in a fast-changing world Peter Fisk, Cambridge, July 2015 theGeniusWorks.com @geniusworks +genius


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Kaleidoscope world Change the game Rethink marketing Be the Gamechanger


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Kaleidoscope world +genius


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Kaleidoscope change


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Kaleidoscope change


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New opportunities to grow +genius


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Winning in a VUCA world


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Guiyang Circle Guiyang China 106.6° E, 26.6° N 4100km radius Most of the world lives here …


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Tectonic shifts +genius


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“Tectonic shifts in power, from mass to niche, east to west, big to small, average to individual”


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West Big Small Average ©  Peter  Fisk  2015   East Relevant


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Speedboats beat supertankers fast and focused


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Capability Independent Collaborative Evolving ©  Peter  Fisk  2015   Imagination Disrupting


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Customers in control +genius


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Business Rational Emotional Push ©  Peter  Fisk  2015   Consumer Pull


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Digitally enabled real world 99c downloads, $900 experiences


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Time to think different


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Think different


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Can you see the man?


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RATIONAL ANALYTICAL FOCUSED


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EMOTIONAL INTUITIVE CONNECTED


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RATIONAL EMOTIONAL ANALYTICAL INTUITIVE FOCUSED CONNECTED


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What’s your “tae Kuk”?


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LEFT BRAIN + RIGHT BRAIN


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Time to think bigger


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Kaleidoscope world Change the game


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The Gamechangers +genius


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Open  your  eyes  to  the   possibilities  of  incredible   fast-­changing  worlds   You  are   here   Be  dissatisfied  with   the  limits  of  your   current  world   Change  your   world   Be  inspired  to  start   today  –  driving   innovation  and  growth   Explore  what  it  would     take  for  you  to  create     a  better  future   +genius


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Audacious ideas +genius


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Ideas economy


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10 times not 10% +genius


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Redefining markets


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Shaping the future +genius


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eed of new br are the out of angers rising amech “G inesses nd bus ds a mic and bran econo trom of e maels th hange” gical c chnolo te +genius


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Think Nespresso +genius


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“Out-thinkin g the compe tition with a audacious i udaciou deas that ca n change th e world”


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Think Tesla +genius


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+genius


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+genius


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nsform ors tra nnovat rvices ve i and se isrupti new d oducts “The just pr ts not r marke thei


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Think Genentech +genius


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+genius


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+genius


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Time for more radical innovation


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Mexico 1968


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Zurich 1982


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Seattle 1992


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Don’t just play the game Change the game


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The world’s most disruptive innovators today … es futurestore 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 futurebank 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 futureproduct 1.  Apple 2.  Beauty’in 3.  Godrej 4.  Lego 5.  Method 6.  Natura 7.  Nike+ 8.  Oculus Rift 9.  Pebble 10.  Renova 1.  Aeromobil 2.  Air Asia 3.  AirBNB 4.  Emirates 5.  Kulula 6.  Moveo 7.  Pipistrel 8.  RedBus 9.  Virgin Galactic 10.  Zipcars futurehealth 1.  23 & Me 2.  Aravind 3.  Epocrates 4.  Genentech 5.  Intuitive Surgical 6.  Narayana H 7.  Organova 8.  PatientsLikeMe 9.  Scanadu 10.  Second Sight N/S American brands futuretravel futuretech 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 European brands futurefashion 1.  Ashmei 2.  Beats 3.  Desigual 4.  Gilan 5.  Indetix 6.  Patagonia 7.  Rapha 8.  Shang Xai 9.  Threadless 10.  Tom’s futuremakers 1.  3DHubs 2.  Corning 3.  DP World 4.  Dyson 5.  Embraer 6.  Local Motors 7.  Space X 8.  Syngenta 9.  Tata 10.  Tesla African/Arab brands futurefood 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 futureservice futuremedia 1.  Al Jazeera 2.  Coursera 3.  Future 4.  Pixar 5.  Pledge Music 6.  Red Bull 7.  Rovio 8.  Spotify 9.  Ushahida 10.  Wordpress   futurebrands 1.  FC Barcelona 2.  Bitcoin 3.  Bhutan 4.  The Elders 5.  Lovemarks 6.  Oregon Project 7.  ParkRun 8.  WWF 9.  Zoe Suggs 10.  You   © Peter Fisk 2015 Asian/Oceania brands peterfisk@peterfisk.com 1.  Ashoka 2.  AzuriTech 3.  Graal Bio 4.  IBM 5.  IDEO 6.  Kickstarter 7.  Li & Fung 8.  Live Nation 9.  Salesforce 10.  Y Combinator


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THINK AMPLIFY Change your vision EXPLORE Change your market Change your potential DISRUPT IMPACT Change your strategy Change your results Change your game MOBILISE INSPIRE Change your relationship Change your brand ENABLE DESIGN Change your experience Change your business RESONATE Change your story © Peter Fisk 2015 More details in the new “Gamechangers” book +genius


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10 WAYS TO CHANGE YOUR GAME 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 © Peter Fisk 2015 More details in the new “Gamechangers” book


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Time to rethink marketing


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Kaleidoscope world Rethink marketing Change the game


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Zoom out Zoom in © Peter Fisk 2015 More details in the new “Gamechangers” book +genius


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Strategist and Storyteller © Peter Fisk 2015 More details in the new “Gamechangers” book +genius


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Zoom out Zoom in © Peter Fisk 2015 More details in the new “Gamechangers” book +genius


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Scientist and Socialiser © Peter Fisk 2015 More details in the new “Gamechangers” book +genius


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Rethink purpose Business © Peter Fisk 2015 More details in the new “Gamechangers” book Customer +genius


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Harley Davidson +genius


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Harley Owners Group


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people s about brand uilding “B ns not piratio cts, as t produ etter no ng life b t maki … abou egos +genius


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Rethink brands © Peter Fisk 2015 More details in the new “Gamechangers” book +genius


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Nike


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Nike+


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Rethink markets Geography Category Segment Channel © Peter Fisk 2015 More details in the new “Gamechangers” book Geography Category Segment Channel Geography Category Segment Channel +genius


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Rethink markets Geography Category Segment Channel © Peter Fisk 2015 More details in the new “Gamechangers” book Geography Category Segment Channel Geography Category Segment Channel +genius


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Rethink markets Geography Category Segment Channel © Peter Fisk 2015 More details in the new “Gamechangers” book Geography Category Segment Channel Geography Category Segment Channel +genius


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Rethink markets Geography Category Segment Channel © Peter Fisk 2015 More details in the new “Gamechangers” book Geography Category Segment Channel Geography Category Segment Channel +genius


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Beauty’in +genius


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Beauty’in


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Rethink innovation © Peter Fisk 2015 More details in the new “Gamechangers” book ! +genius


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“Innovating the whole b usiness … from busi ness mode l to customer e xperience”


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Rethink business models Maker models Make and distribute business model eg CocaCola Microsoft Make and sell direct business model eg BMW, HSBC Channel models Spectrum retail business model eg Amazon Marks & Spencer Niche retail business model eg ToysRUs, Wiggle License to make business model eg ARM, Ed Hardy Demand then Made business model eg ZaoZao, Threadless Knowledge and time business model eg McKinsey, Harvard Certification and endorsement business model eg ISO, Verisign © Peter Fisk 2015 More details in the new “Gamechangers” book Curated retail business model eg Fab, Positive Luxury Auction retail business model eg eBay, Sotheby Franchised retail business model eg McDonalds, Subway Remainder retail business model Eg Saks, Vente Privee Crowd models Membership club business model eg Costco, Quintessentially Crowdfunded ventures business model eg Kickstarter, Zidisha Opensourced community business model eg RedHat, MySQL Multulevel marketing business model eg Tupperware, Natura Group buying business model eg Groupon, Huddlebuy Reverse auction business model eg Priceline Freemarkets Payment models Subscription payment business model eg FT.com, Graze Regular Replacement business model eg Gillette, Nespresso Shared rental business model eg Zilok, Hilton Freemium pay within business model eg Angry Bird, Coursera Pay as you go business model eg AzuriTech Techshop Micro payments business model eg Flattr Grameen Danone Exchange models Buyer and seller marketplace business model eg Etsy, NYSE Collaborative consumption business model eg Buzzcar, Regus Branded Consor tia business model eg Cisco, Spar Tradeable currency business model eg Bitcoin Air Miles Transaction facilitator business model eg Paypal, Visa Dynamic pricing business model eg Expedia, Uber Asset models Advertising or Sponsorship business model eg Google, Metro Newspapers Listed or Promoted business model eg Monster Linkedin Network builders business model eg Hotmail, Twitter Reputation builders business model eg Tripadvisor, PaywithaTweet Customer data business model eg Facebook, 23andMe Non-profit business business model eg Oxfam Wikipedia +genius


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© Peter Fisk 2015 More details in the new “Gamechangers” book +genius


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© Peter Fisk 2015 More details in the new “Gamechangers” book +genius


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“Resonating with customers through rich, relevant and real-time marketing”


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+genius


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Rethink marketing ! © Peter Fisk 2015 More details in the new “Gamechangers” book +genius


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“Enabling cus tomers to do more … from s ales and supp or t , to educating and entertain ing”


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Rethink experiences © Peter Fisk 2015 More details in the new “Gamechangers” book +genius


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Rethink relationships © Peter Fisk 2015 More details in the new “Gamechangers” book ! +genius


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Rethink experiences © Peter Fisk 2015 More details in the new “Gamechangers” book +genius


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Rethink performance Actual profits of previous years Estimated profits of future years Adjusted profits of future years (discounted for uncertainty) (more accurately, we consider the “economic” profit, which takes into the cost of capital) Economic “value” is the sum of the likely future profits Previous years © Peter Fisk 2015 More details in the new “Gamechangers” book This year Future years


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ustaining a livering and s “De personal, tive impact … posi d financial” social an


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Kaleidoscope world Change the game Rethink marketing Be the Gamechanger


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Are you ready to change your game?


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Shaping your own vision Making sense of change Passion to make life better Connecting ideas and people Having an audacious attitude Acting with speed and agility Persisting to make it happen © Peter Fisk 2014 Gamechangers.pro


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FUTURE LAB BRAND LAB Insights Canvas Innovation Canvas Strategy Canvas Disruption Canvas Co-creation Canvas Business Canvas Brand Canvas Proposition Canvas Leadership Canvas Culture Canvas Engagement Canvas Relationship Canvas Sustainability Canvas Performance Canvas PERFORMANCE LAB Growth Canvas CREATIVE LAB Vision Canvas +genius


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+genius


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What will you do?


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Be the Gamechanger


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Be bold Be brave Be brilliant


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Peter Fisk is a global thought leader on leadership, innovation and marketing. He is a bestselling author, keynote speaker and expert consultant in helping leaders to develop innovative strategies for business and brands. He is a Professor of Strategy, Innovation and Marketing at IE Business School, one of the world’s top ranked business schools, and leads his own company, GeniusWorks, a boutique consulting firm, helping clients around the world to develop more innovative business and brand strategies. He features on the Thinkers 50 “Guru Radar” as one of the best new business thinkers. 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. 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 now works with the leaders of businesses - as diverse as Aeroflot and Coca Cola, DSM and Mars, Philosophy and Red Bull, Sabre and Santander, Tata and Virgin, Visa and Vodafone - to think bigger and smarter, develop innovative strategies, bolder brands, and accelerate growth. Peter’s best-selling book "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 customers and experiences, “People Planet Profit” on sustainable innovation and most recently "Creative Genius" defining what it takes to be Leonardo da Vinci in the 21 Century.  His new book "Gamechangers ... Are you ready to change the world?" is based on extensive research into the 120 companies who are shaking up markets, and making sense of how they lead, innovate and win. It explores the challenges of new markets, changing customers, brand building, digital media, new business models, inspiring leadership and positive impact. And most of all, how to lead your business to a better future. +genius


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Find out more Email: peterfisk@peterfisk.com Phone: +44 7834483830 Twitter: @geniusworks Website: www.theGeniusWorks.com +genius


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