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 peterfisk@peterfisk.com

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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peterfisk@peterfisk.com @geniusworks theGeniusWorks.com