mentoring - GeniusWorks · • Developing integrated advertising/marketing campaigns • Extending and managing distribution channels and sales • Exploiting digital/mobile technologies

ceo

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mentoring by peter fisk

edde sands, 22 march 2012

workbook for session 2

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Strategy … Business strategy and Growth wheel

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Marketing … Communication and social media

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Experiences … Engaging and enabling custemers

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Leadership … Leaders, Change and Performance

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ceo mentoring

Strategy … How to develop clearer direction and focus • Focusing on the best markets, categories and segments

• Focusing on the best value discipline for differentiation

• Focusing on the best initiatives for profitable growth

Marketing … how to market and sell your business better • Developing integrated advertising/marketing campaigns

• Extending and managing distribution channels and sales

• Exploiting digital/mobile technologies and social media

Experience … How to deliver great customer experiences • Designing a more engaging experience for your customers

• Engaging your people to serve and support customers better

• Building relationships and communities which customers value

Leadership … How to drive change and inspire your people • Understanding your strengths as a leader and manager

• Driving effective change that engages and delivers impact

• Managing a business for high performance and value creation

Long-term >1 year Short-term <1 year

Ch

all

en

ge

s

Op

po

rtu

nit

ies

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Business Priorities 9

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Business strategy

© GeniusWorks 2012. All rights reserved.

Business Strategy

Where

should we

compete?

How

should we

different?

What should

we do

to win?

Where I will focus: What makes me different: How I will make money:

10

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New whitespaces


Customers

Countries

Capabilities

Categories

11

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Market Mapping


Profit potential Low High

Ma

rke

t g

row

th

Lo

w

Hig

h

12

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Value disciplines


Product leadership

Customer intimacy Operational excellence

13

GROWTH WHEEL

Operational

Growth

Innovative

Growth Structural

Growth

Marketspace

Growth

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14

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Co-marketing


15

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Experience design


16

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Make it happen now!


More

Iconic

Products

& Services Propositions

Messages

& Media Pricing

Channels

& Partners Sales

Relationships

as

More

Human

More

More

Responsible

More

Creative

More

Networked

More

Focused

43 44

Maintain

confidence

45 46 47

Get our

there

48 49

Communities

Customer

as

Participant

Brands

as

Ideas

Solutions

as

Enablers

Pricing

as

Context

Distribution

as

Partners

as

Engagement

Changed

priorities

Win and

winback

Retain and

grow

1

8

15

22

29

36

Accelerate

2

9

16

23

30

37

3

10

17

24

31

38

Tell a

different

story

4

11

18

25

32

39

Reengineer to

price points Share risk

Go green

now

5

12

19

26

33

40

6

13

20

27

34

41

Profit

Relationship

building

7

14

21

28

35

42

Communication

Collaborative

17

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Business brainscan 18

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Leadership brainscan 19

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Priority actions

Urgent Less urgent Very urgent

Imp

ort

an

t Ve

ry I

mp

ort

an

t L

ess

Imp

ort

an

t

20

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Peter Fisk is a best-selling author and inspirational speaker, a strategic consultant to leading

companies around the world and a business entrepreneur.

Peter leads GeniusWorks, a strategic innovation business based in London and Budapest,

Istanbul and Dubai, that works with senior management to “see things differently” – to develop

and implement more inspired strategies for brands, innovation and marketing. Gamechanger is

a strategy accelerator for leadership teams, Innolab is a facilitated innovation process based on

deep customer insights and creative thinking, and BrandVision is a platform to develop better

brands and brand portfolios.

His best-selling book Marketing Genius explores the left and right-brain approaches to

competitive success, and has been translated into more than 35 languages. Customer Genius

describes how to build a customer-centric business, Business Genius is about inspired

leadership and strategy, Creative Genius is the innovation guide for border crossers and game-

changers, whilst People Planet Profit explains how to grow, whilst doing good ethically, socially

and for the environment.

Peter grew up in the remote farming community of Northumberland, in the North East of

England, and after exploring the world of nuclear physics, joined British Airways at a time when

it was embarking upon becoming “the world’s favourite airline” with a cultural alignment

around customers.

He went on to work with many of the world’s leading companies, helping them to grow more

profitably by becoming more customer-centric in their structure, operations and leadership. He

works across sectors, encouraging business leaders to take a customer perspective, and

learning from different types of experiences. His clients include American Express and Aeroflot,

Coca Cola and Cemex, Lastminute.com and Marks & Spencer, Microsoft and O2, Orange and

Red Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra and Virgin, Vodafone and

Volkswagen.

He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largest

marketing organisation. He led the strategic marketing consulting team of PA Consulting Group,

and was MD of Brand Finance before founding his own business. He was recently described by

Business Strategy Review as “one of the best new business thinkers” and is in demand around the

world as an expert advisor and energising speaker.

.

[email protected]

@geniusworks

www.theGeniusWorks.com

Peter Fisk

Documents

mentoring - GeniusWorks · • Developing integrated advertising/marketing campaigns • Extending and managing distribution channels and sales • Exploiting digital/mobile technologies