The Next Rules of Marketing: Growth Hacking, Customer Immersion and Platform Innovation

XMARKETING
THE NEXT RULES OF MARKETING
Professor Peter Fisk
peterfisk@peterfisk.com
theGeniusWorks.com
@GeniusWorks

Markets have changed. Customers have changed.
Has your marketing? Have you?
A new generation of businesses (new technologies, new business models, new leadership)
is emerging to address a new generation of customers (new audiences, new geographies,
new aspirations). Marketing exists to connect businesses and customers, in relevant and
profitable ways.
A new approach to marketing is therefore required. Some of the new approaches, and
maybe the language, will be familiar. But not all, and not joined up as a fundamental
approach to driving business performance.
Together, we call it Xmarketing for experiential, expeditionary, exponential
marketing. It involves a seismic shift in philosophy and practice.
It fundamentally challenges every marketer who still turns first to their strategic plan. And
then to their advertising agency, or even their web developer. It is fundamentally digital in
mindset, but human as well as technological. It demands analytical thinking, content and
networks, but also vision and creativity.
It requires new types of leaders, and a new mindset for every marketer.
www.theGeniusWorks.com

THE 10X RULES
EXPONENTIAL WORLD

THE 10X RULES
EXPONENTIAL WORLD
XMARKETING

Volatile
Uncertain
Complex
Ambiguous

Vibrant
Unreal
Crazy
Astounding

Xiaomi, the new AppleHyperloop redefines travel

Worldchanging decade
2010
Pop 6.9Bn
GDP $63T
G7
2020
Pop 7.7Bn
GDP $90T
E7

Worldchanging decade
2010
Pop 6.9Bn
GDP $63T
G7
2020
Pop 7.7Bn
GDP $90T
E7
E7 = China, Malaysia, Chile,
Poland, Peru, Mexico,
Philippines

East
Small
West
Big
+genius
ProfitVolume

Consumer
Pull
Individual
Business
Push
Average
+genius

ImaginationCapability
+genius
TalentExperience
ExponentialImprovement

Fingernail
Notebook
Hand
House
Earth
3folds
Thickness
of folder
paper
7 folds 10 folds 17 folds 30 folds
Exponential growth

Agricultural
Revolution
Industrial
Revolution
Light
bulb
Moon
landing
WorldWide
Web
Human
Genome
8000
years
120
years
90
years
22
years
9
years
Human
progress
Exponential growth

Addictive Ideas + Intelligent Networks = Exponential Growth
Exponential marketing

Innovative marketing for exponential growth
ß
ß
ß
ß
ß
Growth hacking
Market mapping
Innovative strategy
Customer solutions
Making it happen
ß
ß
ß
ß
ß
Design thinking
Context framing
Concept fusions
Business models
Accelerating action
Page 16
Vision3
Vision2
Vision1
Deliverables3
Deliverables2
Deliverables1
Results3
Results2
Results1
Horizon 1
delivers
excellence and
quick wins
Horizon 2
delivers
new concepts
and extensions
Horizon 3
delivers
breakthroughs
and a new core
What products and services do
we bring together for our
customers?
Customers Communication PartnersOfferings
Channels
Relationships Processes
Revenue streams Pricing models Coststreams 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
Resources
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 BrandJobs
Gains
Pains
What benefits does the
customer expect or desire,
both rational and emotional?
What are the negatives in their
current experience, both
Rational 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?
2021
Where are the relevant
high growth
markets?
2018
2016
Who are the relevant
high growth
customers?
What are the relevant
high growth
categories?
What are the relevant
high growth
products/services?
2021
2016
Idea
Create
Improve
Pivot
© GeniusWorks 2016

Why be 10% better?
+genius
When you could be 10x better?

es
1. 23 & Me
2. Aravind
3. Editas
4. Genentech
5. Intuitive Surgical
6. Narayana Hosp
7. Organova
8. PatientsLikeMe
9. Scanadu
10. Second Sight
1. Amazon
2. Aussie Farmers
3. Etsy
4. Farfetch
5. Le Pain Quotidien
6. Pinterest
7. Positive Luxury
8. Rackuten Ichiba
9. Trader Joe’s
10. Zappos
1. Apple
2. Beauty’in
3. DJI
4. Go Pro
5. Lego
6. Method
7. Natura
8. Nike+
9. Oculus Rift
10. Renova
1. Alibaba
2. ARM
3. Bharti Airtel
4. GE
5. Google X
6. OneWeb
7. Raspberry Pi
8. Samsung
9. Slack
10. Xiaomi
1. Aeromobil
2. Air Asia
3. Airbnb
4. CitizenM
5. Emirates
6. Kulula
7. RedBus
8. Uber
9. Virgin Galactic
10. Zipcars
1. 3DHubs
2. Corning
3. DP World
4. Dyson
5. Embraer
6. Local Motors
7. Space X
8. Syngenta
9. Tata
10. Tesla
1. Brewdog
2. GrameenDanone
3. Graze
4. Juan Valdez
5. LA Organic
6. Moa Beer
7. Modern Meadow
8. Nespresso
9. Yeni Reki
10. Zespri
1. Ashmei
2. 1Atelier
3. Desigual
4. Jonny Cupcake
5. Inditex
6. Patagonia
7. Rapha
8. Shang Xai
9. Threadless
10. Tom’s
1. Aspiration
2. Fidor
3. First National
4. Moven
5. M-Pesa
6. Robinhood
7. Square
8. TransferWise
9. Umpqau
10. Zidisha
1. Al Jazeera
2. Buzzfeed
3. Netflix
4. Pledge Music
5. Red Bull
6. RiotGames
7. Snap
8. Ushahida
9. ViceMedia
10. WeChat
futureproduct futurefashion futurefood
futurehealth futuretech futuremakersfuturebank
futuretravel
N/S American brands European brands African/Arab brands Asia/Pacific brands
futuremedia
1. Ashoka
2. AzuriTech
3. Graal Bio
4. IBM Watson
5. IDEO
6. Kickstarter
7. Li & Fung
8. Live Nation
9. Salesforce
10. Y Combinator
1. Bitcoin
2. Bhutan
3. City FC
4. The Elders
5. FanDuel
6. ParkRun
7. Michelle Phen
8. Planetary Res
9. Udacity
10. You
futureservice futurebrands
© Peter Fisk 2016
futurestore
“Gamechangers” shaking up every market

© Peter Fisk 2013
Gamechangers.pro

+genius
Rocket’s Creative Beer

+genius
Lululemon’s Yoga Beer

+genius
Beer 52 by Subscription

© Peter Fisk 2013
Gamechangers.pro
How could you change your game?

How could you “change your game?”
© GeniusWorks 2016

XMARKETING
THE NEXT RULES OF MARKETING

© Peter Fisk 2015
More details in the new “Gamechangers” book +genius
2021
2016
1. Growth Hacking

Time
Impact
10X
10%
What is 10x not 10% in your business?
© GeniusWorks 2016

© Peter Fisk 2015
CustomerBusiness
2. Customer immersion

© GeniusWorks 2016
Design thinking. Customer insight. Brand framing.

+genius
3. Platform innovation

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

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 (or users), and
what matters most to them?
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?
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
Resources
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?
© GeniusWorks 2015 www.theGeniusWorks.com
Reinventing your business model

Customer BrandJobs
Gains
Pains
What benefits does the
customer expect or desire,
both rational and emotional?
What are the negatives in their
current experience, both
rational 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?
Customer solutions that enable people to do more.
© GeniusWorks 2016

Movement
Collaborative
Customer
Customer
Customer
Customer
Customer
Customer
Brand-
enabled
community
Co-enable Co-design
Co-create
Co-sellCo-support
Co-consume
5. Social influencers

Co-enable Co-design
Co-create
Co-sell
Co-support
Co-consume
Collaborating with customers to achieve more.
© GeniusWorks 2016

+genius
6. Enabling experiences

Commodity
product
Branded
product
Personal
service
Branded
experience
Customer’s
experience
Distinctive
design
Empathetic
delivery
Integrated
journey
Enabling
more
2c coffee
beans
20c branded
coffee
$2 coffee
in store
$20 lunch
with friends
Addedvaluethrough
differentiation
Added value through
relevance
6. Enabling experiences

Investors expect and want more

Time to supercharge your marketing

Experience at Starbucks Reserve

What’s the problem?
What’s the solution?

Design thinking: solving the right problem

Design thinking: fast and evolving solution

IT support is boring, isn’t it?

For the customer, its an emergency

Pat McGrath Labs Gold 001 Tatcha by Japanese Geisha Isamaya Ffrench’s art beauty
The Organic Pharmacy Michelle Phan’s social Ipsy Blow.ltd “Uber of beauty”
MatchCo customisation apps Zenta human-tech by Vinaya Adorn 3-d printing beauty pen
Gamechangers of Beauty

Addictive
idea
Influencer
Influencer
Influencer
Advocates
Advocates
Advocates
Networks
Networks
Networks
Addictive ideas. Social influencers. Market mulipliers.
© GeniusWorks 2016

Dollar Shave Club Triangl via Instagram Method’s beautiful home
Renova’s sexy bathrooms Vice media for millennials Nespresso Club
Red Bull Media House Rapha Cycle Clubs Tesla’s Supercharger Network
Inspirations for the beauty industry

Urbanisation
Carbon reduction
China and India
Change drivers in the automotive market
AI and robotics
Connected cars
Supply consolidation
Fuels and charging
Car insurance
Car design
Brands to trust
Owning v sharing
Driverless cars

GE Brilliant Machines Amazon Dash instant delivery Nespresso Club
Scanadu health tracking Netflix subscription Rapha Cycle Club
3D Hubs print on demand ARM technology design Tesla’s Supercharger Network
Inspirations for automotive marketing

+genius
Nike+ Sports not Sportswear

The 6Ds of Exponential Thinking
Digitalise
Deceptive
Disruptive
Dematerialise
Demonitise
Democratise
© GeniusWorks 2016
Exponential vision

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 2014
Gamechangers.pro

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 today’s 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 world’s 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 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 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,
Hershey’s 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.
Peter’s 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 Smith’s fashion
design and House Café in Istanbul, New York’s MOMA to New Zealand’s 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:
Phone:
+44 7834483830
Twitter:
@geniusworks
Website:
theGeniusWorks.com
77
Peter Fisk

The Next Rules of Marketing: Growth Hacking, Customer Immersion and Platform Innovation

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The Next Rules of Marketing: Growth Hacking, Customer Immersion and Platform Innovation