Genius Marketing Lab with Peter Fisk

+genius marketing

lab

+genius

Peter Fisk

[email protected]

@geniusworks

www.theGeniusWorks.com

Change … Winning as a 21st century ‘Gamechanger’

Smarter … Unlocking the power of your brand

Faster … Unlocking the power of your networks

Impact … making it happen now

1984

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The fall of giants

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POWER SHIFT +genius

Customer power +genius

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Apple 1984

$900,000

6 months

50 million

Charlie’s Finger

$0

6 minutes

580 million

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Change Winning as a 21st century

‘Gamechanger’

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Who are your most

important customers, or

“fans”?

What “energises” your

best customers

emotionally?

What do they what to

be “enabled” to do, that

they cant do now?

Examples:

Garanti, Skoda, Tumi

What is your brand’s

inspiring purpose

beyond profit?

How do to make

people’s lives, and the

world, better?

What is the revolution,

the cause, the

movement, you lead?

Examples:

Benetton, Cemex, Virgin

How can to be more

relevant for each

different audience?

What distinctively do

you enable people to

achieve better?

How do you offer

fantastic “value” and be

profitable?

Examples:

Lego, Mini, T-Box

1

2

3

1

2

3

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Customers are intelligent

and demanding

Brands need to do more

for people than logos

Competitors challenge

globally and cross-sector

Customers have new

attitudes and priorities

Value creation matters

more than size or share

Marketing is about engaging

and enabling people

Customers are participants,

creating and innovating.

Platforms and propositions

build stronger brands

Networks and communities

deliver faster connections

Focus on now whilst also

designing the future

Economic crisis was the

cry of a changing world

Technology disrupts

and connects everything

Power shifts from West to

East, big to small

New opportunities

emerge in whitespaces

Winning is about ideas

not about capabilities

Winners

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LOSERS +genius

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Volume

West

Big

Business

Mass

Value

East

Small

Customer

Niche

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Here’s to tHe crazy ones ...

The misfits. The rebels.

The troublemakers.

The round pegs in the square holes.

The ones who see things differently.

They're not fond of rules.

And they have no respect for the status quo.

You can praise them, disagree with them,

quote them, disbelieve them,

glorify or vilify them.

About the only thing you can't do is

ignore them.

Because they change things.

“Times of turbulence are the most

exciting times ... because

everything changes”

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GE born in a

recession

1876

HP born in a

recession

1929

born in a

recession

1975

MTV born in a

recession

1981

born in a

recession

2001

iPod

Microsoft

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A new generation of business Unlocking the power seizing the opportunity of change

2012 … new leaders

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PARADOX

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Mobility

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CONTENT

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networks +genius

RENTAL +genius

FRUGAL

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SUSTAINABLE +genius

Future proofed

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NETWORKS

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POSSIBILITIES

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... To pull

$

$

FROM PUSH ...

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... To many

FROM few ...

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connecting +genius

More CAPABLE RELATIONSHIPS

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Participative +genius

HUMAN

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DRAMATIC

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EXPERIENCES +genius

Movement

participation

EMOTIONAL

Pull

Engagement

market

attention

Functional

Push

interruption

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magical

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They are the gamechangers Unlocking the power the next generation of brands

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© GeniusWorks 2012. All rights reserved. +genius

© GeniusWorks 2012. All rights reserved. +genius

CAN YOU CHANGE?

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0

5

10

15

20

0

5

10

15

20

0

5

10

15

20

0

5

10

15

20

0

5

10

15

20

Purpose to make

life better in a

profitable way

Objective to make

great products and

maximise profits

Shaping markets

through vision and

total innovation

Competing by

being slightly

better or cheaper

Making a difference

socially and

environmentally

Complying with

legal and ethical

standards

Building networks

of partners and

customers

Using existing

supply and

distribution chains

Collaborating to

engage and

enable more

Making and

selling products to

customers

0

5

10

15

20

Connecting

people and their

passions

Customers are

anonymous and

individual

Participative Social Networked Creative Responsible Human

Gamechanger Profiler

© GeniusWorks 2012

Here’s to tHe crazy ones ...

The misfits. The rebels.

The troublemakers.

The round pegs in the square holes.

The ones who see things differently.

They're not fond of rules.

And they have no respect for the status quo.

You can praise them, disagree with them,

quote them, disbelieve them,

glorify or vilify them.

About the only thing you can't do is

ignore them.

Because they change things.

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WHAT WILL YOU DO?

Who is really good at

this in your world?

Human … customer-driven,

human-centred emotionally-

engaging business

Creative … innovative to

think bolder and simpler,

different and better

Responsible … doing

better by doing good,

socially and environmentally

Networked … built around

networks and partnerships of

supply and demand

Social … social media and

online communities, but local

and tribal too

Participative …

crowdsourcing, co-creating,

collaborating with customers

Silent Silent

What could you do

in your business?

Silent Silent

Silent Silent

Silent Silent

Silent Silent

Silent Silent

© GeniusWorks 2012. All rights reserved.

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Next generation businesses

exploit disruptive change

Seizing new opportunities of

emerging growth markets

Global and local, focused on

niche audiences and needs.

Fusing digital and physical to

deliver the best of both.

Shaping markets in their own

vision, focus and innovation.

.

Smaller and faster, they play

“judo” against old leaders.

Ideas and IP at their core,

delivered with partners.

Engaging people individually,

enabling them to do more

Innovating business models

to engage and differentiate

Winning by profit not volume,

advocacy not advertising.

Gamechangers see things

differently …

• Human

• Creative

• Responsible

• Networked

• Social

• Participative

They rethink, reframe,

reinvent and restart …

Smarter and faster.

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SMARTER Unlocking the power

of your brand

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Think different

Business

narrow

view

Business

narrow

view

Customer

broader

view

Business Customer


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“I don’t want a drIll”

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Brands are about people Unlocking the power enabling them to do more

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Harleys, great bikes?

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… BuIldIng a trIBe

ZAPPOS, SELLING SHOES?

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… delIverIng HappIness

1

2

3

1

2

3

1

2

3

1

2

3

1

2

3

1

2

3

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Who are your most

important customers,

or “fans”?

What “energises” your

best customers

emotionally?

What do they what to

be “enabled” to do, that

they cant do now?

Examples:

H&M, Skoda, Tumi

What is your brand’s

inspiring purpose

beyond profit?

How do to make people’s

lives, and the world,

better?

What is the revolution,

the cause, the

movement, you lead?

Examples:

Benetton, Cemex, Virgin

How can to be more

relevant for each

different audience?

What distinctively do

you enable people to

achieve better?

How do you offer

fantastic “value” and be

profitable?

Examples:

Lego, Nike, T-Box

Search for deeper insight Unlocking the power about what energises people

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DEEPER insight

Enablers

What do I want to be able to do?

Essentials What is necessary and expected?

Energisers What would excite me?

“Needs”

“Wants”

“Aspirations”

“Must Dos”

“Differentiators”

“Distinguishers”


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H&M, Energisers

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Tumi, NICHes

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FORD, EXTREMES

Have a bolder purpose Unlocking the power beyond making money

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Bolder PURPOSE


BENETTON, PROVOCATIVE

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“People are builders. They build to educate, to heal, to shelter and

comfort families.

They build to connect with each other, to share their art and

knowledge for the benefit of humanity.

Everything people build requires strength to weather the forces of

nature and time. It requires a solid foundation.

By helping people to solve their building challenges in communities

around the world, we are a vital part of that foundation.

Our products are everywhere, from the smallest villages to the

largest cities – linking communities, providing shelter, and enabling

society’s sustainable growth.

As a global industry leader, Cemex will continue building a better

world for the next 100 years”

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CEMEX

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CEMEX, DOING MORE

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VIRGIN, making change

Propositions engage people Unlocking the power relevant and different

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PROPOSITIONS

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PROPOSITIONS

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Focused propositionS


Who?

What?

Why?

How much?

What not?

The target customer

(Who is the target segment)

The customer context

(What they want to achieve)

The distinctive benefits

(How you help them do it better)

The relative price position

(% more or less than alternatives)

The customer trade offs

(What they could get else where)

+

+

-

-

Customer value proposition

Value to customer =


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Focused propositionS

TATE MODERN +genius

TATE MODERN +genius

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Build brand platforms Unlocking the power not campaigns

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IBM “sMarter planet”


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Engaging

people Collaborating

Personalising

Educating

Showcasing

Sharing

Connecting

Selling

Brand platforms

are digital and

physical

Brand platforms

are stories and

destinations

Brand platform

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coKe “lIve posItIvely”

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NIKE+

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Silent

Silent

Silent

What is your

purpose?

Who are the

participants?

What is the

proposition?

Silent

Silent

Silent

What is the

content?

What will be

created?

What will be

iconic?

Silent

Silent

Silent

How will you

attract people?

How will they

participate?

How will it

self-sustain?


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Create better solutions Unlocking the power through concept fusions

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Iconic

design

iPod

Brand

U2

Vertigo

iTunes

Podcasting

iPod

Phone

Special

Edition

Exclusive

Releases

Music

Store

Legalising

Filesharing

Success

Story

Apple

White

cables

Imitation

And buzz

Ad

Graphics

60G

Photo

Video Desperate

Housewives

Mini

Shuffle

Nano

Motorola

(RED)

Steve Jobs iMac

Innovative fusion

Banks

Example:

Long Queues

Silent

Cashiers

Bars

Finance

Complicated

Transactions

Boring

© GeniusWorks

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Innovative fusion

Banks

Example:

Long Queues

Silent

Cashiers

Bars

Finance

Complicated

Transactions

Boring

Take a seat

Funky music

Great service

Openness

About lifestyle

Made easy

Community build

Fun

© GeniusWorks

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Innovative fusion

Banks

Example:

Caffe Latte

Funky

Concierge

Sofas

Life

Colourful

Community

Fun

Long Queues

Silent

Cashiers

Bars

Finance

Complicated

Transactions

Boring

Take a seat

Funky music

Great service

Openness

About lifestyle

Made easy

Community build

Fun

© GeniusWorks

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Long Queues

Silent

Cashiers

Bars

Finance

Complicated

Transactions

Boring

Long Queues

Silent

Cashiers

Bars

Finance

Complicated

Transactions

Boring

Long Queues

Silent

Cashiers

Bars

Finance

Complicated

Transactions

Boring

What are the existing

characteristics of your

industry?

What can you learn from

your “creative parallel”

(sector, geography)?

What is the fusion?


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Phone Internet TV + +

Energy Water Banking + +

Innovate your business model Unlocking the power the best source of differentiation

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New Business models

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Business models


Assets and

Capabilities

Products &

Services

Value

Proposition

Channels &

Support

Customer

Segments

Supply

Networks

Market

Networks

Costs Performance Revenues

ARAVIND EYECARE

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Business models


7

Assets and

Capabilities

Products &

Services

Value

Proposition

Channels &

Support

Customer

Segments

Supply

Networks

Market

Networks

Costs Performance Revenues

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GROUPON

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SPOTIFY

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KINGDOM

Silent

Freemium How could you give

your product away

free and still make

money?

Gateway How could your be

the aggregator for

your marketplace or

customer type?

Silent

Subscription How could you sell

subscriptions

(leasing, rental,

pay per use)?

Silent


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Build brand platforms,

not campaigns

Enable participation

not interruption

Create content, don’t

just sell stuff

Examples:

IBM Smarter Planet

Nike+

Develop concepts not

products or services

Combine unusual ideas

to create fusions

Reframe your brand

around what you enable

Examples:

Umpqua Bank

Grameen Danone

Rethink the “system”

that enables customers

Explore value spots and

new revenue streams

Design a differentiating

business model

Examples:

Spotify

Ultra 10

1

2

3

1

2

3

1

2

3

FASTER Unlocking the power

of your networks

PROMOTION

customers

BRANDS

PRODUCTS

PRICE

Engagement

Participants

Ideas

ENABLERS

Context

RELATIONSHIPS

PLACE

COMMUNITIES

PARTNERS

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Who can do each aspect

of your business better

than you?

How could you work

faster and smarter with

each business partner?

Could you partner with

your competitors to each

more together?

Examples:

Ed Hardy, P&G, Tchibo

Who are the brands

that your target

customers trust most?

How can you be an

ingredient in another

brand’s concept?

Which aspects of your

business could you

license or franchise?

Examples:

M-Pesa, Groupon, Threadless

Which online or physical

networks do your

customers belong to?

How could you support

them in connecting with

each other?

How can you add more

value and content to their

networks?

Examples:

Lego, Danone, Oriflame

1

2

3

1

2

3

1

2

3

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AUDIGIER, FRANCHISED

SKODA, SOLD IN A BOX

TCHIBO, WEEKLY RANGE

You are the ideas people Unlocking the power let partners do the other stuff

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Observe them in everyday situations

Learn from complaints and online forums

Talk with consumers in depth

Try it out yourself

Use qualitative and quantitative research

consumer immersion

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consumer immersion

Connect & Develop

Design Thinking

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60% Profits growth +genius

Exploit the power of networks Unlocking the power forget the old “linear” models

saFarIcoM, aFrIca’s BanK

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M-PESA, MOBILE MONEY

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GLOBAL NETWORKS

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LOCAL NETWORKS

Be part of customer networks Unlocking the power adding value to their communities

ORIFLAME COSMETICS

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FC BARCELONA

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Grameen Bank +genius

Grameen Danone +genius

LEGO

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LEGO

20.4 million customers worldwide bought a

Lego set in the past 12 months for their own

or other active households

8.6 million worldwide users participate

directly with Lego in their online community,

but are not registered by name

4.0 million worldwide users

register their details enabling a

personal dialogue and relationship

3000 “lead users”

co-create customised

products and recommend others

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Co-marketing

Creators

Activists

Contributors

Socialisers

Spectators

© GeniusWorks 2012

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world’s BIggest vlogger

2 1

3

Social INFLUENCE

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RED BULL @Facebook

https://www.facebook.com/redbull

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UPS @Facebook

https://www.facebook.com/ups

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Which brand

does your

customer love

and trust most?

Which other

related brands

do they use as

part of solution?

Which other

brands could

use you as part

of their solution?

Affinity branding

Solution branding

Ingredient branding

How could you

add love with an

affinity brand?

How could you

add value as a

solution brand?

How could you

add reach as an

ingredient brand?


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Get connected to So-Lo-Mo Unlocking the power all about people, time and place

Consumers in a

mobile world

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SO-LO-MO consumers +genius

Local

Social

Mobile

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SO-LO-MO consumers

LOCALISING

personalising

playing

changing

How can you

combine

social + mobile?

How can you

combine

local + mobile?

How can you

combine

social + local?

Social media is tribal and

collaborative (eg Facebook, sports

clubs, employer)

Mobile media is about time

and place (eg Google,

Kelkoo, Epocrates)

Local media is about relevance

and personal (eg Foursquare,

Groupon, local press)


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THREADLESS +genius

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Make it cool and catchy Unlocking the power contagious conversations

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MINI ADVENTURE

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FRO-YO DESIRE +genius

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Get

topical

Have a

cause

Human

people

Build a

movement

Provoke

debate

Target

mavens

Games n

prizes

Fast and

Guerrilla


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CREATING CONTAGIONS

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PROVOCATION

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TWEET-UPS

FLASH SALES +genius

Hot topic

agendas

Having a

cause

Just being

human

Building a

movement

Creating a

debate

Extremes +

connectors

Prizes and

surprises

Guerrilla

actions


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FROM MARKET STALL

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TO GLOBAL BRAND

$250M in 6 YEARS +genius

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Find “affinity brands”

who your customers love

Be a “solution“brand,

aggregating others

Add your brand as an

“ingredient” of others

Examples:

Amazon

Gore

Integrate media around

“social” and “local”


“local” and “mobile”


“soclal” and “mobile”

Examples:

Threadless

Mini

Drive communication

around topical agendas

Employ “connectors” to

bring people together

Promote “extreme” and

celebrity users

Examples:

Pinkberry

Superdry

1

2

3

1

2

3

1

2

3

IMPACT Making it happen

now

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From Aveda to

Pixar, more

purpose and more

empathy for

people

Current TV and

Threadless,

co-creating and

user-generated

From Nintendo to

Shanghai Tang,

function and form

that enables

more

Aberchrombie to

Zappos, they know

who, what and

where matters

most

Aravind and Tesla

delivering social and

environmental

innovation

Alibaba and Lego,

connecting your

customers and

partners

Apple and Obama

embracing stories,

distinction and

aspirations

ICONIC

RESPONSIBLE DESIGNED

NETWORKED

HUMAN Focused

COLLABORATIVE

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More

Iconic

Products

& Services Propositions

Messages

& Media Pricing

Channels

& Partners Sales

Relationships

as

More

Human

More

More

Responsible

More

Creative

More

Networked

More

Focused

Create a

members

club

43

Celebrate

their success

(and yours)

44

Maintain

confidence

Give

customers

equity

45

Enable

customers to

do good

46

Facilitate and

support their

communities

47

Get our

there

Incentivise

customer

referrals

48

Do more

for your best

customers

49

Communities

Customers

as

Participants

Brands

as

Ideas

Solutions

as

Enablers

Pricing

as

Context

Distribution

as

Partners

as

Engagement

Changed

priorities

Redefine

your market

on your terms

Win and

winback

Have an

opinion, be

provocative

Retain and

grow

Be the

thought

leader

Fewer, more

exclusive

Partners

Create your

character and

personality

Make it free

redefine you

b-model)

1

8

15

22

29

36

Tell your

inspiring

story

Offer luxury

products at a

low prices

Be open,

honest and

authentic

Accelerate

Link with

affinity

brands

Customise

solutions for

each person

Go deep

diving for

insights

2

9

16

23

30

37

Define what

you enable

people to do

Customers

choose their

price

Cross sell

partners, and

them you

Have an

inspiring

purpose

Co-create

your media

and message

Co-create

products and

services

3

10

17

24

31

38

Have a

cause you

believe in

Offer a

new type of

guarantee

Charge for

services

(time, advice)

Tell a

different

story

Reduce

impact and

waste

Deliver

more social

benefits

Be the local

partner,

small, caring

4

11

18

25

32

39

Express

yourself more

flexibly

Reengineer

to price

points

Share risk

Go green

now

Find the

emerging

whitespaces

Super-size

and mini-size

your offers

Develop

new entry

points

Deliver

integrated

experiences

Create a

branded

game

5

12

19

26

33

40

Become an

ingredient

brand

Enable

group buying

incentives

Encourage

tweets, blogs

and fanclubs

Don’t define

markets by

geography

License and

franchise

your concept

Innovate the

system

(do an iPod)

6

13

20

27

34

41

Rationalise

your product

portfolio

Stay fresh,

topical and

relevant

Focus on the

one word that

defines you

Profit

Relationship

building

Shorter more

selective

promotions

Specialise in

one niche not

everything

Target

non-existing

customers

7

14

21

28

35

42

Communication

Collaborative

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What will you do? Unlocking the power Do something

What should you stop?

What should you do better?

What should you start?


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Accelerating Growth

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innolab

© GeniusWorks 2012 +genius

TM

© GeniusWorks 2012 +genius

Ideas Factory Design Studio Impact Zone

innolab TM

Exploring the best opportunities to grow based on

future scenarios, customer immersion, parallel

worlds, emerging trends and creative hypothesise.

Insights emerge out of the collation of knowledge

from different perspectives, fused with creative

thinking. Insights are “flashes of inspiration”, and

platforms from which to generate better ideas.

By understanding the problem better, we have

more chance of creating successful solutions. By

focusing on real insights, we develop new ideas,

more ideas and better ideas.

Exploring the possibilities for innovation

Outputs include:

1. Opportunity maps

2. Future scenarios

3. Parallel worlds

4. Customer insights

5. Ideas generation

IMPACT Ideas Insight Explore Stretch Focus

© GeniusWorks 2010

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Innolab process

Ideas Factory

© GeniusWorks 2012.

Elevating ideas to a more powerful and conceptual

level – so that they are stronger and better able to

solve the problem. Connecting ideas into bigger

concepts, finding the bigger idea.

Considering the function and then the form of these

bigger ideas, enhancing their practical usability and

aesthetic appeal.

Looking beyond products and services to design new

business models and experiences, how they fit as part

of a broader solution, and evaluating their value

potential for customers and business.

Creating and shaping the best ideas

Outputs include:

1. Context framing

2. Disruptive creation

3. Idea fusion

4. Evolutionary design

5. Concept evaluation

IMPACT Evaluate Shape Fuse Create Frame

© GeniusWorks 2010 © GeniusWorks 2010

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Innolab process

Design Studio


Turning best ideas into market success

Outputs include:

1. Accelerated delivery

2. Value propositions

3. High impact entry

4. Delivery horizons

5. Managing the vortex

IMPACT Evolve Deliver Launch Define Develop

Accelerating the best new concepts into the market.

Focusing your creativity and innovating the market too.

But launch is just the starting point - changing people’s

attitudes, encouraging new behaviours. Finding

spaces in the market that you can make your own,

defend and grow. Telling your story, in ways that are

compelling and contagious.

Shaping markets in your own mind rather than being a

slave to somebody else’s vision. Stretching and

evolving ideas so that can have even more impact, and

stay a step or two ahead.

© GeniusWorks 2010 © GeniusWorks 2010 © GeniusWorks 2010

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Innolab process

Impact Zone


What will you do tomorrow? Unlocking the power whilst also shaping your future

Jan

2012

Now

Next

Beyondl

End of phase 1 (January 2013)

End of phase 2 (July 2013)

End of phase 3 (January 2014)


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And one more thing … Unlocking the power think different

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Our greatest fear is not that we are inadequate.

Our greatest fear is that we are powerful

beyond measure.

It is our light not our darkness that most

frightens us.

We ask ourselves, who am I to be brilliant,

gorgeous, talented and fabulous?

Actually, who are you not to be?

Your playing small does not serve the world.

There's nothing enlightened about shrinking so that

other people won't feel insecure around you.

It's not just in some of us; it's in everyone.

And as we let our own light shine,

we unconsciously give other people

permission to do the same.

As we are liberated from our own fear,

Our presence automatically

liberates others. +genius

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BE THE GAMECHANGER

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BE THE GAMECHANGER

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How can you be a genius

in the Middle East?

Inspiring ideas

• Bolder brands

• Smarter innovation

• Better marketing

Accelerating growth

• Gamechanger

• Innolab

• Brandoptima

Developing people

• CEO mentoring

• Leaders XT

• Cambridge Academy

Contact Peter Fisk and

Hany Mwafy at

[email protected]

www.GeniusMe.net

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