1. Peter Fisk leads GeniusWorks, a marketing consultancy that helps companies accelerate growth through inspiring ideas. 2. The document discusses strategies for brands to become "gamechangers" in the 21st century by being smarter, faster, and having more impact. It emphasizes unlocking the power of brands, networks, and enabling customers. 3. Key recommendations include developing inspiring purposes beyond profit, enabling customers in new ways, partnering across sectors, and focusing on human-centered and collaborative approaches.

2. +genius
marketing
lab
Peter Fisk
peterfisk@peterfisk.com
@geniusworks
www.theGeniusWorks.com +genius

3. 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

4. Change
Winning as a 21st century
‘Gamechanger’

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6. Who are your most 1 What is your brand’s 1 How can to be more
Economic crisis was the
important customers, or Customers are intelligent
inspiring purpose Marketing is about engaging
relevant for each
“fans”? a changing world
cry of and demanding
beyond profit? and enabling people
different audience?
Technology disrupts
What “energises” your 2 How do toneed to do more 2
Brands make Customers are participants,
What distinctively do
and connects everything
best customers for people than logos
people’s lives, and the you enableand innovating.
creating people to
emotionally? world, better? achieve better?
Power shifts from West to Competitors challenge Platforms and propositions
What do they small to
East, big to what
3 What is theand cross-sector 3
globally revolution, How do stronger brands
build you offer
be “enabled” to do, that the cause, the fantastic “value” and be
New opportunities
they cant do now? Customers have new
movement, you lead? profitable? and communities
Networks
emerge in whitespaces attitudes and priorities deliver faster connections
Examples: Examples: Examples:
Winning is about ideas
Garanti, Skoda, Tumi Benetton, Cemex,matters
Value creation Virgin Lego, Mini, T-Boxwhilst also
Focus on now
not about capabilities more than size or share designing the future
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7. attention participation
Functional EMOTIONAL
Push Pull
interruption Engagement
market Movement
theGeniusWorks.com
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8. Next generation businesses Smaller and faster, they play Gamechangers see things
exploiting disruptive change “judo” against old leaders. differently …
Seizing new opportunities of Ideas and IP at their core, • Human
emerging and growth markets delivered with partners. • Creative
• Responsible
Global and local, focused on Engaging people individually, • Networked
niche audiences and needs. enabling them to do more • Social
• Participative
Fusing digital and physical to Innovating business models
combine the best of both. to engage and differentiate They rethink, reframe,
reinvent and restart …
Shaping markets in their own Winning by profit not volume,
vision, focus and innovation. advocacy not advertising. Smarter and faster.
.
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9. © GeniusWorks 2012. All rights reserved. +genius

10. © GeniusWorks 2012. All rights reserved. +genius

11. Gamechanger Profiler +genius
Human Creative Responsible Networked Social Participative
Purpose to make Shaping markets Making a difference Building networks Connecting Collaborating to
life better in a through vision and socially and of partners and people and their engage and
profitable way total innovation environmentally customers passions enable more
20 20 20 20 20 20
15 15 15 15 15 15
10 10 10 10 10 10
5 5 5 5 5 5
0 0 0 0 0 0
Objective to make Competing by Complying with Using existing Customers are Making and
great products and being slightly legal and ethical supply and anonymous and selling products to
maximise profits better or cheaper standards distribution chains individual customers
© GeniusWorks 2012

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Who is really good at What could you do
this in your world? in your business?
Human … customer-driven,
human-centred emotionally- Silent Silent
engaging business
Creative … innovative to
think bolder and simpler, Silent Silent
different and better
Responsible … doing
better by doing good, Silent Silent
socially and environmentally
Networked … built around
networks and partnerships of
Silent Silent
supply and demand
Social … social media and
online communities, but local
and tribal too
Silent Silent
Participative …
crowdsourcing, co-creating,
collaborating with customers
Silent Silent
© GeniusWorks 2012. All rights reserved.

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marketing
lab
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14. SMARTER
Unlocking the power
of your brand

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16. 1 1 1
1 Who are your most 1 What is your brand’s 1 How can to be more
important customers, inspiring purpose relevant for each
or “fans”? beyond profit? different audience?
2 2 2
2 What “energises” your 2 How do to make people’s 2 What distinctively do
best customers lives, and the world, you enable people to
emotionally? better? achieve better?
3 3 3
3 What do they what to 3 What is the revolution, 3 How do you offer
be “enabled” to do, that the cause, the fantastic “value” and be
they cant do now? movement, you lead? profitable?
Examples: Examples: Examples:
Garanti, Skoda, Tumi Benetton, Cemex, Virgin Lego, Mini, T-Box
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17. 1 Build brand platforms, 1 Develop concepts not 1 Rethink the “system”
not campaigns products or services that enables customers
2 Enable participation 2 Combine unusual ideas 2 Explore value spots and
not interruption to create fusions new revenue streams
3 Create content, don’t 3 Reframe your brand 3 Design a differentiating
just sell stuff around what you enable business model
Examples: Examples: Examples:
IBM Smarter Planet Umpqua Bank Spotify
Nike+ Grameen Danone Ultra 10
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What is your
purpose? Silent
Who are the
participants? Silent
What is the
proposition? Silent
What is the How will you
content? Silent attract people? Silent
What will be How will they
created? Silent participate? Silent
What will be How will it
iconic? Silent self-sustain? Silent
© GeniusWorks 2012. All rights reserved.

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What are the existing What can you learn from
characteristics of your your “creative parallel” What is the fusion?
industry? (sector, geography)?
Silent Silent Silent
Cashiers Cashiers Cashiers
Bars Bars Bars
Long Queues Long Queues Long Queues
Finance Finance Finance
Complicated Complicated Complicated
Transactions Transactions Transactions
Boring Boring Boring
© GeniusWorks 2012. All rights reserved.

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Freemium
How could you give
your product away Silent
free and still make
money?
Gateway
How could your be
the aggregator for Silent
your marketplace or
customer type?
Subscription
How could you sell
subscriptions Silent
(leasing, rental,
pay per use)?
© GeniusWorks 2012. All rights reserved.

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marketing
lab
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22. FASTER
Unlocking the power
of your networks

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24. 1 Who can do each aspect 1 Who are the brands 1 Which online or physical
of your business better that your target networks do your
than you? customers trust most? customers belong to?
2 How could you work 2 How can you be an 2 How could you support
faster and smarter with ingredient in another them in connecting with
each business partner? brand’s concept? each other?
3 Could you partner with 3 Which aspects of your 3 How can you add more
your competitors to each business could you value and content to their
more together? license or franchise? networks?
Examples: Examples: Examples:
Ed Hardy, P&G, Tchibo M-Pesa, Groupon, StarAllnc Natura, Lego, Harley
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25. 1 Find “affinity brands” 1 Integrate media around 1 Drive communication
who your customers love “social” and “local” around topical agendas
2 Be a “solution“brand, 2 Integrate media around 2 Employ “connectors” to
aggregating others “local” and “mobile” bring people together
3 Add your brand as an 3 Integrate media around 3 Promote “extreme” and
“ingredient” of others “soclal” and “mobile” celebrity users
Examples: Examples: Examples:
Amazon Threadless Pinkberry
Gore Mini Superdry
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Affinity branding
Which brand How could you
does your add love with an
customer love affinity brand?
and trust most?
Solution branding
Which other
related brands How could you
do they use as add value as a
part of solution? solution brand?
Which other Ingredient branding
brands could How could you
use you as part add reach as an
of their solution? ingredient brand?
© GeniusWorks 2012. All rights reserved.

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Social media is tribal and
collaborative (eg Facebook, sports
clubs, employer)
How can you How can you
combine combine
social + local? social + mobile?
How can you
combine
local + mobile?
Local media is about relevance Mobile media is about time
and personal (eg Foursquare, and place (eg Google,
Groupon, local press) Kelkoo, Epocrates)
© GeniusWorks 2012. All rights reserved.

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Creating a
debate
Hot topic Go though
agendas connectors
Having a Engaging
cause ultra-users
Just being Guerrilla
human actions
Building a
movement
© GeniusWorks 2012. All rights reserved.

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marketing
lab
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30. IMPACT
Making it happen
now

31. customers Participants
BRANDS Ideas
PRODUCTS ENABLERS
PRICE Context
PROMOTION Engagement
PLACE PARTNERS
RELATIONSHIPS COMMUNITIES
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32. ICONIC
Apple and Obama
embracing stories,
distinction and
aspirations
RESPONSIBLE DESIGNED
From Nintendo to
Aravind and Tesla
Shanghai Tang,
delivering social and
function and form
environmental
that enables
innovation
more
NETWORKED COLLABORATIVE
Current TV and
Alibaba and Lego,
Threadless,
connecting your
co-creating and
customers and
user-generated
partners
HUMAN Focused
From Aveda to Aberchrombie to
Pixar, more Zappos, they know
purpose and more who, what and
empathy for where matters
people most
+genius +genius

33. More More
Products More More
Messages More More
Channels More
Propositions Pricing Sales
Iconic &Human
Services Collaborative Responsible
& Media Creative Networked
& Partners Focused
1 2 3 4 5 6 7
Customers Be the Go deep Have an Deliver
Tell a Find the Don’t define Specialise in
Relationship
as thought diving for inspiring more social
different emerging markets by one niche not
building
Participants leader insights purpose benefits
story whitespaces geography everything
8 9 10 11 12 13 14
Brands Create your Tell your Define what Have a Express Become an Focus on the
Changed
as character and inspiring you enable cause you yourself more ingredient one word that
priorities
Ideas personality story people to do believe in flexibly brand defines you
15 16 17 18 19 20 21
Solutions Redefine Customise Co-create Offer a Develop Innovate the Rationalise
as your market solutions for products and new type of new entry system your product
Enablers on your terms each person services guarantee points (do an iPod) portfolio
22 23 24 25 26 27 28
Pricing Make it free Offer luxury Customers Charge for Reengineer
Super-size Enable Shorter more
Win and
as redefine you products at a choose their services and mini-size
Share risk
to price group buying selective
winback
Context b-model) low prices price (time, advice) your offers
points incentives promotions
29 30 31 32 33 34 35
Communication Have an Be open, Co-create Be the local Create a Encourage Stay fresh,
as opinion, be honest and your media partner, branded tweets, blogs topical and
Engagement provocative authentic and message small, caring game and fanclubs relevant
36 37 38 39 40 41 42
Distribution Fewer, more Link with Cross sell Reduce Deliver License and Target
Retain and Go green
as exclusive Accelerate
affinity partners, and impact and integrated franchise non-existing
Profit
grow now
Partners Partners brands them you waste experiences your concept customers
43 44 45 46 47 48 49
Relationships Create a Celebrate Give Enable Facilitate and Incentivise Do more
Maintain Get our
as members their success customers customers to support their customer for your best
confidence there
Communities club (and yours) equity do good communities referrals customers
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What should you stop?
What should you do better?
What should you start?
© GeniusWorks 2012. All rights reserved.

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Beyondl
End of phase 3 (January 2014)
Next
End of phase 2 (July 2013)
Now
End of phase 1 (January 2013)
Jan
2012
© GeniusWorks 2012. All rights reserved.

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© GeniusWorks 2012. All rights reserved.

38. Peter Fisk is about inspiring ideas and accelerating growth … a best-selling author and
inspirational speaker, and strategic consultant to leading companies around the world .
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 BrandOptima is a platform to develop better
brands and brand portfolios.
His new book Creative Genius brings together entrepreneurs and artists, rockstars and rockets
scientists, in "the essential guide to innovation for visionaries, border crossers and game
changers". From Air Asia to Virgin Galactic, Gaga to Miyamoto, it offers 50 inspirational tracks to
inspire your ideas, and make them happen. Marketing Genius explores the left and right-brain
approaches to competitive success (translated into 35 languages), Customer Genius describes
how to build a customer-centric business, Business Genius is about inspired leadership and
strategy, whilst People Planet Profit explains how to grow, whilst doing good.
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 roles in sales, marketing
and brand management.
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 Cooperative Bank, HSBC and Lastminute.com , Marks & Spencer and Microsoft,
O2 and Orange, Philips and Red Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra and
Virgin, Visa and Vodafone.
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,
was MD of Brand Finance and partner of The Foundation, 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.
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.

39. “Genius” is about inspiring ideas and accelerating growth
… bolder brands, smarter innovation, better marketing
+genius

40. “Genius” is about inspiring ideas and accelerating growth
… bestselling books and inspirational events
+genius

41. “Genius” is about inspiring ideas and accelerating growth
… accelerated consulting and people development
+genius

42. “Genius” is about inspiring ideas and accelerating growth
… with partners around the world to make it happen
peterfisk@peterfisk.com
www.theGeniusWorks.com
+genius

43. +genius

44. the
marketing
revolution
Peter Fisk
peterfisk@peterfisk.com
@geniusworks
www.theGeniusWorks.com +genius

45. +genius

46. Welcome to the
revolution

48. Volatile

49. Vibrant

51. Uncertain

52. Unreal

54. Complex

55. Crazy

57. Ambiguous

58. Astounding

59. Shifting power

61. Customers in Control

63. Nobody is average

65. Meaning Talks

66. Money walks

68. Expectations
Are high

69. Trust
Is low

71. Challenging

74. Caring

77. WORLD CHANGING

80. Shape your own future

81. Don’t be shapeD by others

82. WORLD CHANGING

83. Have a Purpose
Beyond profit

85. Change the game

86. Change the game
BE A GAMECHANGER

88. More Ideas

89. Deeper Insights

90. Richer Imagination

92. Human

93. Emotional

94. Collaborative

96. Engage me

97. Enable me

98. Amaze me

100. Challenging times

101. Challenging times
Changing times

102. Changing attitudes

103. Changing attitudes
Changing priorities

105. Stay in the old world

106. Stay in the old world
OR Embrace the new

107. Amaze me

108. SEIZE EVERY CHANGE

109. SEIZE EVERY CHANGE
AS AN OPPORTUNITY

110. DO WHAT NOBODY

111. DO WHAT NOBODY
HAS DONE BEFORE

113. Be bold

114. Be bold
Be brave

115. Be bold
Be brave
Be brilliant

116. +geniusme
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
hanymwafy@me.com
www.GeniusMe.net
+genius

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118. 50
gamechanger
brands
Peter Fisk
peterfisk@peterfisk.com
@geniusworks
www.theGeniusWorks.com +genius

119. Welcome to the
Future of
MARKETING

120. a world of
Incredible
change

122. Welcome to your
customer’s
World

123. A world of
unlimited
possibilities

124. and extraordinary
results

126. 50 businesses that are
Changing our world

127. Air Asia ... “Bottom of the pyramid” takes off

128. Alibaba… china’s platform for gloBal Business

129. Apple ... The apps revolution is just beginning

130. Aravind … new Business models cure Blindness

131. Baidu … the next generation of social networks

132. Better Place … charge points for clean cars

133. CitizenM ... Hotels for a mobile generation

134. Current TV … user-generated programming

135. E-Cloth ... Performs better without pollutants

136. El Bulli … world’s Best restaurant (chemistry laB)

137. First Solar ... leaders in alternative energy

138. Golla ... bags dedicated to electronic devices

139. Grameen ... Microcredits to escape poverty

140. Guggenheim ... inspiring the rebirth of Bilbao

141. Huawei ... making the world’s BEST mobile phones

142. Iberdrola ... Harnessing the wind and waves

143. IBM ... Creating visions for a smarter planet

144. ILLY ISSIMO ... CANNING A PASSION FOR ESPRESSO

145. Lego … from Bricks to communities

146. Li & Fung… enaBling anyBody to do anything

147. Live Nation … redefining live music

148. M-Pesa … a new currency for africa

149. METHOD … caring and cleaner

150. Nike ... Open and sustainable innovation

151. Nintendo … Miyamoto makes games sociable

152. Le Pain Quotitien … Recreating Authentic experiences

153. Patients Like Me … genetic codes change priorities

154. PINTEREST … EXPRESSING MYSELF LIKE NEVER BEFORE

155. PIXAR ... TECHNOLOGY TO BE EMOTIONAL

156. P&G Pur … purified water doing good

157. (RED) Auction … engaging people’s desire to help

158. Samsung … yin and yang of technological design

159. Schenzen Stock Exchange … the neW Wall Street

160. SPOTIFY … product free, relationship fees

161. SUPERDRY … from market stall to gloBal fashion

162. Tata … caring capitalism and frugal innovation

163. Tesla ... Better, faster and sexier than a Ferrari

164. Threadless … t-shirts designed by the crowd

165. Umpqua Bank … inspired By starBucks and gap

166. UNIQLO … Global Fashion DESIGNED TO COST LESS

167. Virgin Galactic … inter-continental travel

168. VOXIVA … Better health anywhere, anytime

169. WUXI … doing what others do cheaper and faster

170. Zappos ... Delivering happiness
zappos

171. zYNGA … FROM GAMing TO COMMUNITY TO LIFESTYLE

172. Could you change the world too?
zappos

173. THE FUTURE IS IN THE
CUSTOMER WORLD

174. MAKING LIFE BETTER

176. What will you do?

177. What will you
enable people to do?

178. Which they have never
Done before?

179. +geniusme
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
hanymwafy@me.com
www.GeniusMe.net
+genius

180. +genius