THE FUTURE OF NORDIC SALES AND MARKETING Prof. Peter Fisk [email protected] theGeniusWorks.com @GeniusWorks GAMECHANGERS
THE FUTURE OF NORDIC SALES AND MARKETING
Prof. Peter [email protected]@GeniusWorks
GAMECHANGERS
CHANGING THE GAME
FAST CHANGING MARKETS
FUTURE SALES & MARKETING
We live in an incredible time
VolatileUncertain
ComplexAmbiguous
VibrantUnrealCrazyAstounding
Virtual world becomes real
The worlds biggest sports event
IOT creates connected clothes
Alibabas $20bn sales in one day
Magic Leaps cinematic VR
Snap looks beyond chat
Starbucks wants refugees
Avas artificial winery
$99 to profile your DNA
Heart surgery by joystick
Unlimited exec jet travel
Driverless in Singapore
Nanodegrees in the future
Quarzazate Solar Farm
Xiaomi, the new AppleHyperloop redefines speed
Global internet for all
Anything is possible
Worldchanging decade
2010Pop 6.9BnGDP $63T
G7
2020Pop 7.7BnGDP $90T
E7
E7 = China, Malaysia, Chile, Poland, Peru, Mexico, Philippines
Worldchanging decade
2010Pop 6.9BnGDP $63T
G7
2020Pop 7.7BnGDP $90T
E7
Megacities: 70% by 2030
The new silk road
Climate change: 4 degrees
New geopolitics
Tectonic shifts
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EastSmall
WestBig
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ProfitVolume
You can do anything
Ideas economy
ConsumerPull
Individual
BusinessPush
Average
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Think beyond products
Tap into emotions
ImaginationCapability
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TalentExperienceExponentialImprovement
Exponential world
Exponential growth
Exponential growth
CHANGING THE GAME
FAST CHANGING MARKETS
Audacious ideas
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Moonshot Factory
Why be 10% better?
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When you could be 10x better?
Shaping the future
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es
1. 23 & Me2. Aravind3. Editas4. Genentech5. Intuitive Surgical6. Narayana Hosp7. Organova8. PatientsLikeMe9. Scanadu10. Second Sight
1. Amazon2. Aussie Farmers3. Etsy4. Farfetch5. Le Pain Quotidien6. Pinterest7. Positive Luxury8. Rackuten Ichiba9. Trader Joes10. Zappos
1. Apple2. Beautyin3. DJI4. Go Pro5. Lego6. Method7. Natura8. Nike+9. Oculus Rift10. Renova
1. Alibaba2. ARM3. Bharti Airtel4. GE5. Google X6. OneWeb7. Raspberry Pi8. Samsung9. Slack10. Xiaomi
1. Aeromobil2. Air Asia3. Airbnb4. CitizenM5. Emirates6. Kulula7. RedBus8. Uber9. Virgin Galactic10. Zipcars
1. 3DHubs2. Corning3. DP World4. Dyson5. Embraer6. Local Motors7. Space X8. Syngenta9. Tata10. Tesla
1. Brewdog2. GrameenDanone3. Graze4. Juan Valdez 5. LA Organic6. Moa Beer7. Modern Meadow8. Nespresso9. Yeni Reki10. Zespri
1. Ashmei2. 1Atelier3. Desigual4. Jonny Cupcake5. Inditex6. Patagonia7. Rapha8. Shang Xai9. Threadless10. Toms
1. Aspiration2. Fidor3. First National4. Moven5. M-Pesa6. Robinhood7. Square8. TransferWise9. Umpqau10. Zidisha
1. Al Jazeera2. Buzzfeed3. Netflix4. Pledge Music5. Red Bull6. RiotGames7. Snap8. Ushahida9. ViceMedia10. WeChat
futureproduct futurefashion futurefood
futurehealth futuretech futuremakersfuturebank
futuretravel
ThiN/S American brands European brands African/Arab brands Asia/Pacific brands
futuremedia
1. Ashoka2. AzuriTech3. Graal Bio4. IBM Watson5. IDEO6. Kickstarter7. Li & Fung8. Live Nation9. Salesforce10. Y Combinator
1. Bitcoin2. Bhutan3. City FC4. The Elders5. FanDuel6. ParkRun7. Michelle Phen8. Planetary Res9. Udacity10. You
futureservice futurebrands
Peter Fisk [email protected]
www.theGeniusWorks.com
futurestore
Disruptive innovators shaking up every market right now!
Gamechangers Denmark?
What is Education 4.0?
Goodwings Lego Boost Momondo
Novozymes Pandora Vipp
Gamechangers Denmark
Bjarke Ingels Group Coloplast Flying Tiger Copenhagen
audacious
intelligent
networked
collaborative
Change
Whyenabling
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Think Tesla
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Think Nespresso
Peter Fisk 2013Gamechangers.pro
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Rockets Creative Beer
Peter Fisk 2013Gamechangers.pro
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Lululemons Yoga Beer
Peter Fisk 2013Gamechangers.pro
New Zealands Moa Beer
Peter Fisk 2013Gamechangers.pro
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Beer 52 by Subscription
Peter Fisk 2013Gamechangers.pro
How could you change your game?
CHANGING THE GAME
FAST CHANGING MARKETS
FUTURE SALES & MARKETING
Ideas that spread
Networks that multiply
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1. Future back
Peter Fisk 2015More details in the new Gamechangers book +genius
2021
2016
1. Future back
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2. Customer immersion
Peter Fisk 2015More details in the new Gamechangers book +genius
CustomerBusiness
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Nike+ Sports not Sportswear
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3. Disruptive innovation
Donutselling
Low priced core than sell
extrasRyanair
SAP
Affiliateselling
Helping others to sell
productsAmazonPinterest
Auctionplatform
Selling other products to highest bid
EbayElance
Bartergoods
Exchange goods, no
moneyPay/TweetBarterbook
Cash advanceCustomer
pays before goods made
DellGroupon
Cross selling
Sell adjacent products to sell moreTchiboShell
Crowd funding
Financed by fans as first consumers
PebbleBrainpool
Crowd sourcingIdeas from
customers for reward
ThreadlessP&G
DigitalFormats
Turning physical into digital goods
NetflixDropbox
Directselling
Brand sold direct to customer
FirstDirectAussieFarm
sellingCustomer buys more
than productHarley Dav
Red Bull
Flat rate pricing
Single fee or subscrip. for unlimited use
NetflixSandals
FractionalOwnership
Customers each own
sharesNetjets
Homebuy
Franchise brand
Licensing format for a fee and %
SparLufthansa
FreemiumpaymentFree basic
then charge for premium
SkypeSpotify
Guarantee avaiiableAvailability
becomes key promiseNetjets
Hilti
Guaranteereplace
Builds trust in quality and
loyaltyTimberland
Tumi
revenueAlternative sources, egadvertising
GoogleMetro
Ingredientbranding
Branded part other brand proposition
GoretexIntel
Integrated supplyEfficiency through
supplychainZara
ExxonMobil
BrandCuratorBringing
together best brands
FabPos.Luxury
FunctionalspecialistAdding one
expert step to othersPayPalTrust-e
DataLeverage Reselling
aggregated customer data
Facebook23andMe
License brand
License brand or patent IPEd Hardy
ARM
UniqueFormatLock-in to compatible
formatsHP
iTunes
Long tail range
Offer huge range to many
nichesAmazoniTunes
MassCustomise
Make it personal for each person
DellBMW
NoFrills
Simple and minimal spec at lower costSouthwest
Accor
Open SourceMake IP
available to everyoneAndroid
Tesla
Solution Integrator
Connecting all sources and partners Li &
FungAccenture
Pay per use
Payment metered by use or time
ZipcarsAzuri Tech
Pay what you wantCustomer
choose the price
RadioheadPanera
Shareduse
Customers buy same productAirbnb
RelayRides
Peer to Peer
Customers buy from
customersCraigslist
Zopa
Resultsbased
Price based on agreed outcomes
Rolls RoyceXerox
Razor and Blade
Low price core, high price refills
GilletteNespresso
Rent dont buy
Time based fee for period
of useXeroxRegus
RevenuesharingShare with
others to inccustom base
AA/BAApp Store
ReverseInnovateSell simple products in mainstream
HaierOneLaptop
One forOne
Charge the rich to fund
the poorToms
Narayana
Self service
Customers do more
themselvesIKEA
McDonalds
Quality assuranceCertification and trusted
endorsementISO
Verisign
Multilevel marketingPyramid of customer
sellingTupperware
Avon
Subscribe to it
Customer pays regular
feeTime
DollarShave
Bottom of pyramid
Tailor offer to less wealthy customersTata NanoWalmart
Trash to cash
Turn waster into new productsBraskomEkocycle
Dynamic pricing
Prices changes by
demandPriceline
WallSt Bar
Co-createDesign
Customers are co-
designers of products
ThreadlessLocal Motors
WhitelabelMake
products for another brand
CottMcBride
Doing good
Benefits society or
environmentOxfam
Ecotricity
Experience
Advertising
GeniusWorks2015 www.theGeniusWorks.com
GAMECHANGERS: 50 DIFFERENT BUSINESS MODELS
Amazon buttons
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4. Brand storytelling
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Realtime, relevant, shared content
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5. Enabling experiences
Products
Ad
ded
val
ue
Added relevance
Enabling people to do more
Services
Experience
PurchaseExperience
Usageexperience
EnablingExperience
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6. Social influencers
Movement Collaborative
Customer
Customer Customer
CustomerCustomer
Customer
Brand-enabled
community
Co-enable Co-design
Co-create
Co-sellCo-support
Co-consume
Collaborative communities
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7. Exponential impact
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Accelerating ideas and networks
What will you do?
Acting with speed and agility
Connecting ideas and
people
Passion to make life
better
Having an audacious
attitude
Shaping your own
vision
Making sense of change
Persisting to make it happen
Peter Fisk 2014Gamechangers.pro
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Are you ready to change your game?
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Creative Disruption: Smarter innovation and faster growth
Growth hacking
Market mapping
Innovative strategy
Customer solutions
Making it happen
Design thinking
Market disruptors
Concept fusions
Business models
Accelerating action
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Visi
on 3
Visi
on 2
Visi
on 1
Deliv
erab
les
3
Deliv
erab
les
2
Deliv
erab
les
1
Resu
lts 3
Resu
lts 2
Resu
lts 1
Horizon 1 delivers
excellence and quick wins
Horizon 2 delivers
new concepts and extensions
Horizon 3 delivers
breakthroughsand a new core
What products and services do we bring together for our customers?
Customers Communication PartnersOfferings
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 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 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
ResourcesWhat are the main internal resources to create and deliver the offerings?
Assets
Products & Services
What brand do we use? What are the key messages, and how do we engage customers?
Customer BrandJobsGains
Pains
What benefits does the customer expect or desire, both rational and emotional?
What are the negatives in their current experience, bothRational and emotional?
What is the customer trying to do the job they want to do, or new goal to achieve? 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?
2021Where are the relevanthigh growth markets?
2018
2016
Who are the relevant high growth customers?
What are the relevanthigh growth categories?
What are the relevant high growth
products/services?
2021
2016
Idea
Create
Improve
Pivot
GeniusWorks [email protected]
CATALYSTS
PARALLELS
ASS
ETS
PAR
ADOX
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Time to be an exponential leader
Be boldBe brave
Be brilliant
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 todays 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 worlds 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 worlds largest marketing organisation, the Chartered Institute of Marketing, he became a global authority on whats 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, Hersheys 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.
Peters 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 Smiths fashion design and House Caf in Istanbul, New Yorks MOMA to New Zealands 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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Peter Fisk
www.theGeniusWorks.com