marketing 4.0 summary by peter fisk
TRANSCRIPT
MARKETING 4.0
Prof. Peter Fisk @geniusworks theGeniusWorks.com
the new science and humanity of marketing
Volatile Uncertain
Complex Ambiguous
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Vibrant Unreal Crazy Astounding
New opportunities to grow
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East Small
West Big
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Profit Volume
Imagination Capability
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Collaborative Independent Disrupting Evolving
Customer Pull
Relevance
Business Push
Average
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EMOTIONAL
INTUITIVE
CONNECTED
RATIONAL
ANALYTICAL
FOCUSED
HEADS DOWN + HEADS UP
TODAY’S WORLD + FUTURE WORLD
DIGITAL + HUMAN
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. Trader Joe’s 9. Yihaodian 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. Beats 3. Desigual 4. Jonny Cupcake 5. Inditex 6. Patagonia 7. Rapha 8. Shang Xai 9. Threadless 10. Tom’s
1. Aspiration 2. La Caixa 3. Fidor 4. First National 5. Moven 6. M-Pesa 7. Robinhood 8. Square 9. Umpqau 10. Zidisha
1. Al Jazeera 2. Coursera 3. Netflix 4. Periscope 5. Pledge Music 6. Red Bull 7. RiotGames 8. Spotify 9. Ushahida 10. WeChat
futureproduct futurefashion futurefood
futurehealth futuretech futuremakers futurebank
futuretravel
N/S American brands European brands African/Arab brands Asia/Pacific 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. Bitcoin 2. Bhutan 3. City FC 4. The Elders 5. Lovemarks 6. ParkRun 7. Planetary Res 8. WWF 9. Zoe Suggs 10. You
futureservice futurebrands
© Peter Fisk 2016 [email protected]
GAMECHANGERS: WORLD’S MOST DISRUPTIVE INNOVATORS
futurestore
Business 1.0 MECHANICAL
Business 2.0 INNOVATIVE
Business 3.0 ELECTRONIC
Business 4.0 ROBOTIC
Rethinking business …
Customers 1.0 DEMANDING
Customers 2.0 ASPIRATIONAL
Customers 3.0 PERSONAL
Customers 4.0 HUMAN
Business 1.0 MECHANICAL
Business 2.0 INNOVATIVE
Business 3.0 ELECTRONIC
Business 4.0 ROBOTIC
Rethinking customers …
Customers 1.0 DEMANDING
Customers 2.0 ASPIRATIONAL
Customers 3.0 PERSONAL
Customers 4.0 HUMAN
Marketing 1.0 COMMUNICATING
Marketing 2.0 INTEGRATED
Marketing 3.0 DIGITAL
Marketing 4.0 SUPER HUMAN
Business 1.0 MECHANICAL
Business 2.0 INNOVATIVE
Business 3.0 ELECTRONIC
Business 4.0 ROBOTIC
Rethinking marketing …
Change
Why enabling
Marketing 4.0 is about …
collaborative
intelligent
audacious
networked
audacious
Google X 23 and Me
Syngenta Tesla Motors
© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
Customer Business
Rethink purpose
Li and Fung
Tencent
Alibaba 3DHubs
networked
!© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
Rethink innovation
Amazon
Fidor Bank
Scanadu
Intuitive Surgical
intelligent
© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
Rethink brands
Disney Moven
Juan Valdez Cafe
Safaricom
Change
Why enabling
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
Ad
ded
val
ue th
roug
h d
iffe
rent
iati
on
Added value through relevance
Rethink experiences
Airbnb Nike+
Lego
Threadless
collaborative
Movement Collaborative
Customer
Customer Customer
Customer Customer
Customer
Brand- enabled
community
Co-enable Co-design
Co-create
Co-sell Co-support
Co-consume
Rethink relationships
What will you do?
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Vision Canvas
Strategy Canvas
Growth Canvas
Disruption Canvas
Brand Canvas
Engagement Canvas
Proposition Canvas
Relationship Canvas
Insights Canvas
Co-creation Canvas
Innovation Canvas
Business Canvas
Leadership Canvas
Sustainability Canvas
Culture Canvas
Performance Canvas
FUTU
RE
LAB
B
RA
ND
LA
B
CR
EATIVE LAB
PER
FOR
MA
NC
E LAB
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[email protected] @geniusworks theGeniusWorks.com