gamechangers playbook for business leaders
TRANSCRIPT
GAMECHANGERS playbook for business leaders
For participants in The Gamechangers Program with Peter Fisk, [email protected] © GeniusWorks 2015
TM
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
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MOBILISE
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AMPLIFY
INNOVATIVE STRATEGIES TO ACCELERATE GROWTH
Are you ready to change the world? “Gamechangers” are disruptive and innovative, start-ups and corporates, reshaping our world. They are more ambitious, with stretching vision and enlightened purpose. They see markets as kaleidoscopes of infinite possibilities, assembling and defining them to their advantage. They find their own space, then shape it in their own vision. Most of all they have great ideas. They outthink their competition, thinking bigger and different. They don’t believe in being slightly cheaper or slightly better. That is a short-term game of diminishing returns. Why be 10% better, when you could be 10 times better? They capture their higher purpose in more inspiring brands that resonate with their target audiences at the right time and place, enabled by data and technology, but more through empathetic design and rich human experiences. Social networks drive reach and richness, whilst new business models make the possible profitable. They collaborate with customers, and partner with other business, connecting ideas and utilising their capabilities. They look beyond the sale to enable customers to achieve more, they care about their impact on people and the world, whilst being commercially successful too. www.Gamechangers.pro
Change your game Change your game
THINK Change your
vision
Change your story
Change your market
Change your strategy
Change your brand
DESIGN Change your
business
Change your potential
Change your results
Change your relationship
Change your experience
RESONATE
MOBILISE
EXPLORE
IMPACT
AMPLIFY
DISRUPT
ENABLE
INSPIRE
©Peter Fisk
THINK Change your
vision
Focus on optimising profits Built on core capabilities
To be 10% better
Guided by inspiring purpose Driven by audacious ideas
To be 10 times better
EXPLORE Change your
market
Accepting markets as they are Geography and category
Rational and average
Making markets in your vision Tribal and problem solving Emotional and distinctive
DISRUPT Change your
strategy
Strategy optimises the present Evolving incrementally
Playing the game
Strategy disrupts the future Pivoting transformationally
Changing the game
INSPIRE Change your
brand
Brands are logos and slogans About companies and products
Promotions to drive sales
Brands capture bigger ideas About people and their aspirations
Platforms for collaboration
DESIGN Change your
business
Innovating products and services Driven by technical possibility
Linear, disciplined process
Innovating the business model Driven by human opportunity
Dynamic, creative fusions
RESONATE Change your
story
Communicate on your terms Push campaigns to everyone
Slogans, gimmicks, incentives
Engage people on their terms On demand, time and place
Topical, authentic, experiential
ENABLE Change your experience
Selling and serving Consistent and delivered
Transactional, linear, finite
Engaging and enabling Participative and personal
Relational, circular, enduring
MOBILISE Change your relationship
Seek relationships with people Loyalty built on incentives
Individual and isolated
Relationships between people Loyalty built on community Collaborative and sharing
IMPACT Change your
results
Short term financial results Sustainability as compliance
Compromised value
Long term value creation Sustainability drives growth
Englightened value
AMPLIFY Change your
potential
Supertanker’s size and stability Managing the status quo
Deliver and improve
Speedboat’s speed and agility Leaders of a changing world
Innovate and amplify
THE GAMECHANGERS PROGRAM Day 1 0900 - 1100
Day 1 1130 - 1330
Day 1 1430 - 1630
Day 2 0900 - 1100
Day 2 1130 - 1330
Day 2 1430 - 1630
Day 3 0900 - 1100
Day 3 1130 - 1330
Day 3 1430 - 1630
Each day 1700 - 1800
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MY CURRENT PLAN FOR GROWTH
Focus market
Growth drivers Strategic fit
Customers want Competitors do
Current strategy
es
1. 23 & Me 2. Aravind 3. Epocrates 4. Genentech 5. Intuitive Surgical 6. Narayana H 7. Organova 8. PatientsLikeMe 9. Scanadu 10. Second Sight
1. Amazon 2. Aussie Farmers 3. Etsy 4. Fab 5. Greenbox 6. Le Pain Q 7. Positive Luxury 8. Trader Joe’s 9. ZaoZao 10. Zilok
1. Apple 2. Beauty’in 3. Godrej 4. Lego 5. Method 6. Natura 7. Nike+ 8. Oculus Rift 9. Pebble 10. Renova
1. Alibaba 2. ARM 3. Bharti Airtel 4. Giff Gaff 5. Google X 6. Rackspace 7. Raspberry Pi 8. Samsung 9. Tencent QQ 10. Xiaomi
1. Aeromobil 2. Air Asia 3. AirBNB 4. Emirates 5. Kulula 6. Moveo 7. Pipistrel 8. RedBus 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. Aeroshots 2. Gram-Danone 3. Graze 4. Isis Organic 5. Juan Valdez 6. LA Organic 7. Moa Beer 8. Nespresso 9. Yeni Reki 10. Zespri
1. Ashmei 2. Beats 3. Desigual 4. Gilan 5. Indetix 6. Patagonia 7. Rapha 8. Shang Xai 9. Threadless 10. Tom’s
1. Alior Sync 2. La Caixa 3. Fidor 4. First National 5. Itan Unibanco 6. Moven 7. M-Pesa 8. Square 9. Umpqau 10. Zidisha
1. Al Jazeera 2. Coursera 3. Future 4. Pixar 5. Pledge Music 6. Red Bull 7. Rovio 8. Spotify 9. Ushahida 10. Wordpress
futureproduct futurefashion futurefood futurestore
futurehealth futuretech futuremakers futurebank
futuretravel
N/S American brands European brands African/Arab brands Asian/Oceania brands
futuremedia
1. Ashoka 2. AzuriTech 3. Graal Bio 4. IBM 5. IDEO 6. Kickstarter 7. Li & Fung 8. Live Nation 9. Salesforce 10. Y Combinator
1. FC Barcelona 2. Bitcoin 3. Bhutan 4. The Elders 5. Lovemarks 6. Oregon Project 7. ParkRun 8. WWF 9. Zoe Suggs 10. You
futureservice futurebrands
© Peter Fisk 2014 [email protected]
Gamechangers.pro The book includes 100 case studies of brands, large and small, from across the world who are shaking
up their markets, as voted for by industry leaders in each sector. More at www.Gamechangers.pro
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My inspiration
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THINK … Change your future
Out-thinking the competition, with ideas that can change the world. We live in an ideas economy, with possibilities limited only by our imaginations. The past is no guide to the future. What we can do matters more than what we have done. The best companies are guided by an inspiring purpose, exploring new possibilities, being curious and connected, daring and ingenious, working from the future back, to develop more audacious and disruptive ideas, to “out-think” the competition. Key concepts to change your future: • Ideas … the power of imagination • Audacious … creating ideas with attitude • Foresight … thinking from the future back • Ambition … finding your higher purpose • Rethink … seeing things differently • Challenge … asking the right question • Creative … be curious and connected
Change your game Change your game
THINK Change your
vision
Change your story
Change your market
Change your strategy
Change your brand
DESIGN Change your
business
Change your potential
Change your results
Change your relationship
Change your experience
RESONATE
MOBILISE
EXPLORE
IMPACT
AMPLIFY
DISRUPT
ENABLE
INSPIRE
©Peter Fisk
THINK
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DESIGN
RESONATE
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Change your future … case studies
My insights My ideas
My insights My ideas
My insights My ideas
My insights My ideas
Google <X>
Aeromobil
Li and Fung
23andMe
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What is 10% v 10x better?
What is 10% better for your business?
What is 10x better for your business?
Sales
Operations
Innovation
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Who is most audacious in your world?
Your world
Most audacious
Why?
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What drives change in your world? External drivers
Internal drivers
Hi
Lo
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MY GAMECHANGERS PLAN
My applications My actions
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EXPLORE … Change your market
Making sense of the kaleidoscope, to shape markets in your own vision. Finding the best opportunities for growth in connected and fragmented markets, disrupted by tectonic shifts in power and new technologies. The best companies have foresight beyond traditional borders, geographies and categories. From masses to niches, averages to individuals, geography to global tribes. They look east and south, to digital natives and migrants, women and entrepreneurs. Key concepts to change your market: • Kaleidoscopes … making sense of changing
markets • Reorder … tectonic shifts of markets • Eastwards … reawakening the Asian tiger • Southwards … Africa and Latin America • Tribes … redefining markets by attitude • Millennials … understanding gen X, Y, Z • Women … the power of female customers
Change your game Change your game
THINK Change your
vision
Change your story
Change your market
Change your strategy
Change your brand
DESIGN Change your
business
Change your potential
Change your results
Change your relationship
Change your experience
RESONATE
MOBILISE
EXPLORE
IMPACT
AMPLIFY
DISRUPT
ENABLE
INSPIRE
©Peter Fisk
Change your market … case studies
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My insights My ideas
My insights My ideas
My insights My ideas
My insights My ideas
Alibaba
Zespri
Beauty’in
Xiaomi
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Exploring adjacent markets
Geography
Customer Category
Capability
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Where is your future growth?
Profit potential
3 year growth
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What is your customers’ agenda
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How will you connect with Gen ABXYZ
Gen A Traditionalists
1915 - 1945
Gen B Baby Boomers
1945 - 1965
Gen X Diversifiers 1965 - 1980
Gen Y Millennials 1980 - 1995
Gen Z Digitalistas 1995 - 2010
Factors about this generation relevant to your business:
Factors about your business relevant to this generation:
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MY GAMECHANGERS PLAN
My applications My actions
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DISRUPT … Change your strategy
Finding your own space, with a strategy that disrupts the future. Strategy is about finding your space in crowded and convergent markets. It cannot be an extrapolation of the past, nor a fixed point in the future. Through a more stretching vision and disruptive thinking, you choose your future – reframing your context, choosing a different audience, playing by new rules. Strategy is then about pivoting to this better place, from mediocrity to magic, staying focused yet agile as you progress. Key concepts to change your strategy: • Focus … Finding best opportunities for
growth • Break … Changing the possibilities,
achieving more • Vision … Imagining a better place • Choices … Developing a winning strategy • Frame … Defining your own space • Shape … Writing the new rules of the game • Pivot … Moving from mediocrity to magic
Change your game Change your game
THINK Change your
vision
Change your story
Change your market
Change your strategy
Change your brand
DESIGN Change your
business
Change your potential
Change your results
Change your relationship
Change your experience
RESONATE
MOBILISE
EXPLORE
IMPACT
AMPLIFY
DISRUPT
ENABLE
INSPIRE
©Peter Fisk
Change your strategy … case studies
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My insights My ideas
My insights My ideas
My insights My ideas
My insights My ideas
Renova
Zipcars
Apple
Airbnb
New rule
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What rules could you break?
Old rule
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What would Apple do in your world?
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Change the why and who
Why
Who
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Change the what and how
What
How
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MY GAMECHANGERS PLAN
My applications My actions
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INSPIRE … Change your brand
Building brands about people not products, about making life better. Brands are about making people’s lives better. About me not you, what people want and aspire to, rather than companies and products. Brands are enriching and enabling, giving people the confidence, and helping them, to achieve more. They can reach into new spaces because they mean more. They are platforms that bring people together inside and out, engaging them in bigger ideas, collaborative and evolving over time. Key concepts to change your brand: • Purposeful … brands make life better • Essence … finding the idea that defines
people • Enabling … helping people to achieve
more • Activate … bringing brands to life • Platforms … creating space to explore and
engage • Propositions … making brands specific and
relevant • Stretch … extending brands to new markets
Change your game Change your game
THINK Change your
vision
Change your story
Change your market
Change your strategy
Change your brand
DESIGN Change your
business
Change your potential
Change your results
Change your relationship
Change your experience
RESONATE
MOBILISE
EXPLORE
IMPACT
AMPLIFY
DISRUPT
ENABLE
INSPIRE
©Peter Fisk
Change your brand … case studies
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DESIGN
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AMPLIFY
My insights My ideas
My insights My ideas
My insights My ideas
My insights My ideas
Corning
LA Organic
Desigual
Juan Valdez
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How do you make life better?
The customer context
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What’s your brand concept?
What do we enable people to do?
How do we enable it better?
Why do they tell others about us?
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Developing customer propositions
Target Customer
Customer Agenda
Distinctive benefits
How we do this
Relative price
Trade-offs
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Extending the brand to new categories
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MY GAMECHANGERS PLAN
My applications My actions
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DESIGN … Change your business
Innovating the whole company, from business model to customer experience. Innovation is about making the best ideas happen profitably. It uses design thinking to look beyond products, to rethink business models and customer experiences, hard and soft, and then the products and services to deliver them. Every aspect of business can be innovated, open and collaborative, simple and frugal. Innovation is driven by a human cause, to make a positive and profitable difference to our world. Key concepts to change your business: • Innovation … from better products to new
markets • Create … diverge and be deviant • Design … engage with function and form • Breakthroughs … creating today and
tomorrow • Integrate … innovating the whole
business • Business models … defining how the
business works • Better … simpler, cheaper, together
Change your game Change your game
THINK Change your
vision
Change your story
Change your market
Change your strategy
Change your brand
DESIGN Change your
business
Change your potential
Change your results
Change your relationship
Change your experience
RESONATE
MOBILISE
EXPLORE
IMPACT
AMPLIFY
DISRUPT
ENABLE
INSPIRE
©Peter Fisk
DESIGN … Change your business
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My insights My ideas
My insights My ideas
My insights My ideas
My insights My ideas
Tesla
ARM
Spotify
Nespresso
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Designing my business model
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Business Model (demand side)
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Business Model (supply side)
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Business Model
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Business Model
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MY GAMECHANGERS PLAN
My applications My actions
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RESONATE … Change your story
Tuning into the customers world with real-time and relevant marketing content. Getting in sync with your customers world, engaging them in relevant and meaningful ways, about them, at the right time and place. Forget broadcast campaigns, advertising push. Think digital and physical, in context and on demand. Participation builds content that is liquid and linked, working across media, social and local, mobile and topical, articulated in stories that are authentic, collaborative, experiential and contagious. Key concepts to change your story: • In context … It’s about my world not yours • In time … Real-time marketing, fast and
topical • On demand … when, where and how I
want it • Moments of truth … the four resonance
points • Content … Creating ideas that are liquid
and linked • Storytelling … Turning ideas into
memorable stories • Contagious … Catching the ideas virus
Change your game Change your game
THINK Change your
vision
Change your story
Change your market
Change your strategy
Change your brand
DESIGN Change your
business
Change your potential
Change your results
Change your relationship
Change your experience
RESONATE
MOBILISE
EXPLORE
IMPACT
AMPLIFY
DISRUPT
ENABLE
INSPIRE
©Peter Fisk
RESONATE … Change your story
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My insights My ideas
My insights My ideas
My insights My ideas
My insights My ideas
Red Bull
Coca Cola
Umpqua Bank
GE
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Marketing in context
What are your target customers thinking? What are they
doing?
How could you engage them?
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Marketing in realtime
What are examples of topical events?
How could you relate to this?
What would you say or do?
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“Liquid and Linked” Content
Internally created
Externally created
Strategic brand
building
Tactical sales
driving
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Storytelling
Someone ... (a character)
Wants ... (a quest, a goal, a mission)
But ... (a challenge, an obstacle)
So ... (a means of succeeding)
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MY GAMECHANGERS PLAN
My applications My actions
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ENABLE … Change your experience
Delivering customer experiences that enable customers to achieve more. Customer experiences are much more than the touchpoints that lead to a sale. That is just the beginning for the customer. They should do more, and go further. Educating or entertaining, supporting and enabling the customer to achieve more. They are intelligent and interactive, collaborative and personal. Through digital interfaces and physical theatre, big data and human service, they immerse people in brand that enables more. Key concepts to change your experience: • Enriching … educating, entertaining, and
enabling more • Beyond … selling is just the beginning of
what you do • Double loops … building retention, loyalty
and advocacy • Personal … customizing business to make it
mine • Collaborative … participating to make it
ours • Intelligent … unlocking the power of big
data • Alignment … bringing the whole
organization together
Change your game Change your game
THINK Change your
vision
Change your story
Change your market
Change your strategy
Change your brand
DESIGN Change your
business
Change your potential
Change your results
Change your relationship
Change your experience
RESONATE
MOBILISE
EXPLORE
IMPACT
AMPLIFY
DISRUPT
ENABLE
INSPIRE
©Peter Fisk
ENABLE … Change your experience
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My insights My ideas
My insights My ideas
My insights My ideas
My insights My ideas
Nike+
Rapha
Amazon
Comm Bank
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Mapping your customer’s experience
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Experience (focus on enablers)
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Experience (focus on brand concept)
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Experience (focus on personalisers)
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MY GAMECHANGERS PLAN
My applications My actions
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MOBILISE … Change your relationship
Growing further and faster, through social networks and collaboration. Customers have more in common, trust each other, and want to connect with each other much more than with any business. Advocacy, trust and loyalty between customers can be far more powerful than any CRM or loyalty card could ever achieve. Social and collaborative, brands and networks can support their desire to collaborate and share ideas, to build communities, or empowered movements with cause and passion. Key concepts to change your relationships: • Engaging … involving and participating • Contributing … collaborating and co-
creating • Sharing … renting, sharing and
recommending • Contagious … viral ideas and
communication • Loyalty … trust, advocacy, loyal to each
other • Communities … building a network with
purpose • Movements … activating a network with
passion
Change your game Change your game
THINK Change your
vision
Change your story
Change your market
Change your strategy
Change your brand
DESIGN Change your
business
Change your potential
Change your results
Change your relationship
Change your experience
RESONATE
MOBILISE
EXPLORE
IMPACT
AMPLIFY
DISRUPT
ENABLE
INSPIRE
©Peter Fisk
MOBILISE … Change your relationship
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My insights My ideas
My insights My ideas
My insights My ideas
My insights My ideas
Threadless
Lego
Patients Like Me
Philosophy
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Customer collaboration
Co-enable Co-design
Co-create
Co-sell Co-support
Co-consume
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Creating and supporting advocacy
Contagious idea
Influencer
Influencer
Influencer
Advocates
Advocates
Advocates
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Building a brand movement
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My applications My actions
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IMPACT … Change your results
Delivering and sustaining a positive impact, human and financial. Value creation is about more than sales, it is about sustaining long-term profitable growth, which is good financially, and good for the world. Sustaining growth means being sustainable more broadly, through circular business models, and enabling customers to be better too. Happiness and health, social and environmental. Finding growth that is good, profits that are shared, achieving more together. Key concepts to change your impact: • Impact … the real economics of business • Sustainable … driving profits and growth
over time • Good … good for me and my world, social
and environmental • Perpetual … embracing the circular
economy • Talent … unlocking the potential of people
to create the future • Multipliers … how business can unlock
network effects • Leaders … the real value of leaders to
business
Change your game Change your game
THINK Change your
vision
Change your story
Change your market
Change your strategy
Change your brand
DESIGN Change your
business
Change your potential
Change your results
Change your relationship
Change your experience
RESONATE
MOBILISE
EXPLORE
IMPACT
AMPLIFY
DISRUPT
ENABLE
INSPIRE
©Peter Fisk
IMPACT … Change your results
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
My insights My ideas
My insights My ideas
My insights My ideas
My insights My ideas
Tom’s
Syngenta
Positive Luxury
Pharma-cylics
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
What take? … What give?
0
What take?
What give?
Social Enviro
Social Enviro
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
How to reduce? … How to enhance?
0
How reduce?
How enhance?
Social Enviro
Social Enviro
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
Performance metrics
Inputs Throughputs Outputs
Stra
teg
ic 3
-5 y
ears
O
per
atio
nal 1
-2 y
ears
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
Accelerating Growth
Growth
Years
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
MY GAMECHANGERS PLAN
My applications My actions
!
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
AMPLIFY … Change your potential
Leaders amplify the potential of their people and organisations. Leaders make organisations work. Changing the game might also require you to change your brain, to think in new ways with new people and partners. Leaders amplify the potential of others. Brands amplify the potential of customers. Networks amplify the possibilities with partners. Gamechangers are typically the speedboats, rather than the supertankers, with the speed and agility to seize the new opportunities.of change Key concepts to change your potential: • Amplifiers … how to multiply your impact • Leaders amplify … Enabling people to do
more • Brands amplify … Enabling customers to
do more • Networks amplify … Enabling partners to
do more • Speedboars and supertankers • Small companies can be Gamechangers • Big companies can be Gamechangers
Change your game Change your game
THINK Change your
vision
Change your story
Change your market
Change your strategy
Change your brand
DESIGN Change your
business
Change your potential
Change your results
Change your relationship
Change your experience
RESONATE
MOBILISE
EXPLORE
IMPACT
AMPLIFY
DISRUPT
ENABLE
INSPIRE
©Peter Fisk
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
Amplifying the potential of others Catalyst
Communicator
Connector
Coach
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
MY GAMECHANGERS PLAN
My applications My actions
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
MY GAMECHANGERS PLAN 2020
Growth market
Strategic idea Growth goal
Priorities to 2016 Priorities to 2018 Priorities to 2020
THINK
EXPLORE
DISRUPT
INSPIRE
DESIGN
RESONATE
ENABLE
MOBILISE
IMPACT
AMPLIFY
My big idea
+genius
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