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geniusmarketinglabPeter usWorks.com genius

Change Winning as a 21st century ‘Gamechanger’Smarter Unlocking the power of your brandFaster Unlocking the power of your networksImpact making it happen now

ChangeWinning as a 21st century‘Gamechanger’

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Who are your mostEconomiccrisis wasortheimportantcustomers,cry of a changing world“fans”?1What is your brand’s1Customersareintelligentinspiring purposeand demandingbeyondprofit?How can to be moreMarketingis about engagingrelevantfor eachand What“energises”your2andconnectseverythingbest customersemotionally?Power shifts from West toEast,dobigto smallWhattheywhat to3be “enabled” to do, thatNewopportunitiestheycantdo now?emerge in whitespacesExamples:Winningis aboutGaranti,Skoda,Tumiideasnot about capabilitiesBrandsHowdo toneedmaketo do more 2for peoplethanpeople’slives,andlogostheworld, better?Competitors challengegloballycross-sectorWhatis theandrevolution,3the cause, theCustomershavenewmovement,youlead?attitudes and prioritiesExamples:Value creationBenetton,Cemex,mattersVirginmore than size or shareCustomersare .youenableandpeopletoachieve better?Platforms and propositionsbuildHowdo strongeryou offerbrandsfantastic “value” and beNetworks and communitiesprofitable?deliver faster connectionsExamples:Focuson T-Boxnow whilst alsoLego,Mini,designing the future genius

com genius

Next generation businessesexploiting disruptive changeSmaller and faster, they play“judo” against old leaders.Gamechangers see thingsdifferently Seizing new opportunities ofIdeas and IP at their core,emerging and growth markets delivered with partners. Human Creative ResponsibleGlobal and local, focused on Engaging people individually, Networkedniche audiences and needs.enabling them to do more Social ParticipativeFusing digital and physical to Innovating business modelscombine the best of both.to engage and differentiateThey 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. genius

GeniusWorks 2012. All rights reserved. genius

GeniusWorks 2012. All rights reserved. genius

Gamechanger ProfilerHumanPurpose to makelife better in aprofitable wayCreativeResponsible geniusSocialParticipativeConnectingpeople and theirpassionsCollaborating toengage andenable moreNetworkedShaping markets Making a difference Building networksthrough vision andsocially andof partners andtotal 15151515101010101010555555000000Objective to makegreat products andmaximise profits GeniusWorks 2012Competing bybeing slightlybetter or cheaperComplying withlegal and ethicalstandardsUsing existingsupply anddistribution chainsCustomers areanonymous andindividualMaking andselling products tocustomers

geniusWho is really good atthis in your world?Human customer-driven,human-centred emotionallyengaging businessCreative innovative tothink bolder and simpler,different and betterResponsible doingbetter by doing good,socially and tSilentSilentSilentSilentSilentSilentNetworked built aroundnetworks and partnerships ofsupply and demandWhat could you doin your business?Social social media andonline communities, but localand tribal tooParticipative crowdsourcing, co-creating,collaborating with customers GeniusWorks 2012. All rights reserved.

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SMARTERUnlocking the powerof your brand

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1231Who are your mostimportant customers,or “fans”?2What “energises” yourbest customersemotionally?3What do they what tobe “enabled” to do, thatthey cant do now?Examples:Garanti, Skoda, Tumi1231What is your brand’sinspiring purposebeyond profit?2How do to make people’slives, and the world,better?3What is the revolution,the cause, themovement, you lead?Examples:Benetton, Cemex, Virgin1231How can to be morerelevant for eachdifferent audience?2What distinctively doyou enable people toachieve better?3How do you offerfantastic “value” and beprofitable?Examples:Lego, Mini, T-Box genius

1Build brand platforms,not campaigns1Develop concepts notproducts or services1Rethink the “system”that enables customers2Enable participationnot interruption2Combine unusual ideasto create fusions2Explore value spots andnew revenue streams3Create content, don’tjust sell stuff3Reframe your brandaround what you enable3Design a differentiatingbusiness modelExamples:IBM Smarter PlanetNike Examples:Umpqua BankGrameen DanoneExamples:SpotifyUltra 10 genius

geniusWhat is yourpurpose?SilentWho are theparticipants?SilentWhat is theproposition?SilentWhat is thecontent?SilentHow will youattract people?SilentWhat will becreated?SilentHow will theyparticipate?SilentWhat will beiconic?SilentHow will itself-sustain?Silent GeniusWorks 2012. All rights reserved.

geniusWhat are the existingcharacteristics of yourindustry?What can you learn fromyour “creative parallel”(sector, geography)?What is the arsBarsBarsLong QueuesLong QueuesLong ngBoringBoring GeniusWorks 2012. All rights reserved.

geniusFreemiumHow could you giveyour product awayfree and still makemoney?SilentGatewayHow could your bethe aggregator foryour marketplace orcustomer type?SilentSubscriptionHow could you sellsubscriptions(leasing, rental,pay per use)? GeniusWorks 2012. All rights reserved.Silent

geniusmarketinglab genius

FASTERUnlocking the powerof your networks

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1Who can do each aspectof your business betterthan you?1Who are the brandsthat your targetcustomers trust most?1Which online or physicalnetworks do yourcustomers belong to?2How could you workfaster and smarter witheach business partner?2How can you be aningredient in anotherbrand’s concept?2How could you supportthem in connecting witheach other?3Could you partner withyour competitors to eachmore together?3Which aspects of yourbusiness could youlicense or franchise?3How can you add morevalue and content to theirnetworks?Examples:Ed Hardy, P&G, TchiboExamples:M-Pesa, Groupon, StarAllncExamples:Natura, Lego, Harley genius

1Find “affinity brands”who your customers love1Integrate media around“social” and “local”1Drive communicationaround topical agendas2Be a “solution“brand,aggregating others2Integrate media around“local” and “mobile”2Employ “connectors” tobring people together3Add your brand as an“ingredient” of others3Integrate media around“soclal” and “mobile”3Promote “extreme” andcelebrity mples:PinkberrySuperdry genius

geniusWhich branddoes yourcustomer loveand trust most?Which otherrelated brandsdo they use aspart of solution?Which otherbrands coulduse you as partof their solution? GeniusWorks 2012. All rights reserved.Affinity brandingHow could youadd love with anaffinity brand?Solution brandingHow could youadd value as asolution brand?Ingredient brandingHow could youadd reach as aningredient brand?

geniusSocial media is tribal andcollaborative (eg Facebook, sportsclubs, employer)How can youcombinesocial local?How can youcombinesocial mobile?How can youcombinelocal mobile?Local media is about relevanceand personal (eg Foursquare,Groupon, local press) GeniusWorks 2012. All rights reserved.Mobile media is about timeand place (eg Google,Kelkoo, Epocrates)

geniusCreating adebateHot topicagendasGo thoughconnectorsHaving acauseEngagingultra-usersJust beinghumanGuerrillaactionsBuilding amovement GeniusWorks 2012. All rights reserved.

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IMPACTMaking it happennow

SHIPSCOMMUNITIES genius

ICONICApple and Obamaembracing stories,distinction andaspirationsRESPONSIBLEAravind and Tesladelivering social andenvironmentalinnovationDESIGNEDFrom Nintendo toShanghai Tang,function and formthat enablesmoreCOLLABORATIVENETWORKEDCurrent TV andThreadless,co-creating anduser-generatedAlibaba and Lego,connecting yourcustomers andpartnersHUMANFrom Aveda toPixar, morepurpose and moreempathy forpeople geniusFocusedAberchrombie toZappos, they knowwho, what andwhere mattersmost genius

MoreProducts&HumanServicesMoreIconicCustomersas1Be tDistributionasPartners8Create yourChangedcharacter andprioritiespersonality15Redefineyour marketon your terms222936Make it freeWin andredefine youwinbackb-model)Have anopinion, beprovocativeFewer, moreRetain es2916233037Go deepdiving forinsightsTell yourinspiringstoryCustomisesolutions foreach personOffer luxuryproducts at alow pricesBe open,honest andauthenticLink withAccelerateaffinitybrands44Create amembersclubMorePropositionsCollaborative3Have aninspiringpurpose10Define whatyou enablepeople to do17Co-createproducts andservices24Customerschoose theirprice4DeliverTell amoredifferentsocialbenefitsstory11183839Cross sellpartners, andthem youOffer anew type ofguaranteeCharge forservices(time, advice)32Co-createyour mediaand messageHave acause youbelieve in253145Celebratetheir success(and yours)MoreMessagesResponsible& MediaBe the localpartner,small, caringReduceimpact ePricingCreative5Find theemergingwhitespaces12Expressyourself moreflexibly19Developnew zepriceriskyourpointsoffers3340Create abrandedgameDeliverGo greenintegratednowexperiences47Enablecustomers todo goodFacilitate andsupport theircommunitiesMoreChannelsNetworked& Partners6Don’t definemarkets bygeography1320Become aningredientbrandInnovate thesystem(do an iPod)MoreSalesFocused7Specialise inRelationshipone niche notbuildingeverything14Focus on theone word thatdefines you2127283435Enablegroup buyingincentivesEncouragetweets, blogsand fanclubs41License andfranchiseyour concept48Rationaliseyour productportfolioShorter moreselectivepromotions42Stay fresh,topical ntiviseGet ourcustomertherereferralsDo morefor your bestcustomers genius

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geniusWhat should you stop?What should you do better?What should you start? GeniusWorks 2012. All rights reserved.

geniusBeyondlEnd of phase 3 (January 2014)NextEnd of phase 2 (July 2013)NowEnd of phase 1 (January 2013)Jan2012 GeniusWorks 2012. All rights reserved.

genius GeniusWorks 2012. All rights reserved.