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Author, Speaker, Coach
 

For more about Peter Fisk ... go to the GENIUSWORKS ... where you can explore new ideas such as Pilot Fish, watch videos and read his blog, book him as a speaker, and find out about new opportunities to work together ... 

The rise of Africa ... Beyond the World Cup, the new growth of Africa is dawning

HELLO! Welcome to Marketing Genius Live, a website that supports the bestselling marketing book by Peter Fisk, including new ideas about marketing, updates on his speaking events and activities, and videos, extracts and tools ...

  You can email Peter Fisk for more info at peterfisk@peterfisk.com

  For more details about books, events, projects see www.theGeniusWorks.com

LIVE: Peter Fisk on Gaga to Guggenheim at the Edinburgh International Marketing Festival, 23 August and The New Marketing Masterclass on 8 September 2010

THE NEW MARKET LEADERS : APPLE TO OBABA ... what are the secrets of the next business generation? How do they bring together people, partners and united purpose to shape markets and engage people in new ways. Leadership is no longer about being the biggest but the best. Connecting the new approaches of design and sustainability, co-creation and social networking, virtual and physical, to survive and thrive in a fast and connected, fragile and human world ...               

  The New Market Leaders. Obama, Lego, Zipcar, Threadless, Ecloth, Tesla, Apple

  The Donut Business. Bring it all together. The business that is outside not inside.

  Rethinking Marketing. What are the new rules, roles and priorities for marketers? 

INNO.LAB : ACCELERATED INNOVATION ... Helping you make better ideas happen faster ... a process of high-energy, facilitated innovation working at executive and operational levels in your business ... achieving more creative and commercial results through deeper insights, smarter design, and faster impact.

  Video : Peter Fisk explains his concept of "Genius" and what it means for you

  Video : Peter Fisk's keynote at the SFA "Beyond the Crisis" Conference, Dublin

  Video : Peter Fisk introduces "Pilot Fish: Clever Strategies for Business Growth"

Which way now? What is your strategy for the post-crisis market?

PEOPLE PLANET PROFIT ... How can you embrace sustainability for smarter innovation and profitable growth? My new book introduces a more positive approach to social and environmental challenges, and how customers and brands can have more positive impact than politicians or environmentalists, and why these issues are the best catalysts for new creativity, innovation and growth.

The rise of new social and environmental agendas, the continuing aftershocks of economic crisis, the accelerating impact of GRIN technologies ... are having a last affect on consumer attitudes and behavious ... and challenging us all to think differently. Nike is moving rapidly to a new model with Considered, and giving most of its patents away too. BMW is accelerating its electrification. Coke launches its plant bottles ...

Markets are unlikely to look like they did before – your own business may already be evolving in terms of what you do and where you focus; whilst competitors will  reorder and some emerge with entirely new business models; and many aspects of marketing will be adapted and evolve with changing effectiveness.

A crisis is not an interlude, before returning to normality. It changes things. 

From Beijing to Boston, Santiago to Singapore, we are witnessing the crying pains of a changing world - where power is shifting rapidly – from west to east, from a few people to the masses. Or to put it another way, from business to customer, from products to services.

However the upturn will only come when customers overcome their own crisis – a crisis of confidence, more than finance. Business must re-engage and re-inspire customers by acting differently. Not least is an attitude, in tough times the winning business do more rather than less for their customers, looking beyond existing products and services.

  CUSTOMERS : Customer Genius by Peter Fisk, the ultimate "customer" book

  MARKETING : Download 50 Strategies for Winning in Tough Times

  INNOVATION : Watch the video Innovations that Change the World

  LEADERSHIP : How to lead in turbulent and uncertain times Business Genius  

  STRATEGY : Watch the video Einstein and Picasso do Business


“Marketing Genius” is the best-selling book by Peter Fisk, now being translated into 28 languages, that defines a more intelligent and more imaginative approach to today's complex and fast-changing market.

The book takes a new perspective on the imperatives of engaging customers, standing out from the crowd, and delivering business results. 

It applies the left- and right-brain genius of Einstein and Picasso to the challenges of strategy and markets, innovation and brands, to deliver exceptional impact in competitive markets and on the bottom line.

Marketing Genius by Peter Fisk is published by Capstone. It is currently being translated into 28 languages - including Chinese, Spanish and Portuguese. To buy the book at 34% discountclick here 

The book considers how Einstein made sense of complexity, and how Steve Jobs has done similarly in his field. It explores the creative mind of Picasso and compares it to the enfant terrible of design, Philippe Starck. And it looks at Warren Buffet's passion for profits, and reflects on the immense legacy of Phil Knight at Nike.

Applying this in practice, the book considers how to connect such left- and right-brain thinking to build more powerful and compelling brands - from Alessi and Zara, to Innocent and Jet Blue. It describes the implications for communications and channels that harness, rather than challenge, consumer power. And it provides a more enlightened approach to measuring and reporting marketing performance short and long-term.

"Marketing Genius" is about combining deep intelligence and radical creativity to deliver extraordinary results in the marketplace and on the bottom line. 

Threadless. Discover the 7 secrets of the new market leaders, including Threadless the world's most funky, networked, user-generated clothing company, at Peter Fisk's LBF event in May. Other new market leaders include Apple, Baidu, Live Nation, Team Obama, Samsung, Tesla and Zipcars. Its not size, its ideas that matter. 

LIVE: Peter Fisk on Gaga to Guggenheim at the Edinburgh International Marketing Festival, 23 August and The New Marketing Masterclass on 8 September 2010


Peter Fisk is founder and CEO of The Genius Works ... helping you to explore and apply the very best ideas and practices in marketing, and deliver extraordinary results ... there's never been a more exciting time for marketing or marketers.

  MARKETING GENIUS : Download the Contents 

  MARKETING GENIUS : Download the first chapter Turn On and Play 

  INTERVIEWS: What are the trends in marketing? What to do in a crisis?

  BLOG : Yin yang insights and ideas from Beijing to Boston, London to Latvia

  CONTACT : Email author and speaker Peter Fisk on peterfisk@peterfisk.com

Marketing has long been a functional response to steady state markets, dominated largely by communicating what exists to those who will listen. In recent years this has become more analytical, driven by databases and metrics, and also more intrusive, and less effective. 

Indeed in today's highly complex markets - where audiences have fragmented and competitive intensity has tripled, where consumers receive 1500 promotional stimuli every day and typically make decisions in 2.6 seconds - a more intelligent approach is required, to identify the best opportunities, to focus on what really matters.

However today’s marketing also requires a more creative approach, to stand out from the crowd, to engage suspicious and promiscuous consumers, to sustain innovation which is not commoditised before it even reaches the market, and to exploit the emerging markets that will drive future cashflows.

I am your customer. In an uncertain world, I am your best guide and partner ... read more in the new book "Customer Genius"


Downturns are moments for rethinking, for focusing on what makes you special, for getting close to customers, for smart and bold moves, for shaking up the market, for asserting yourself competitively, for reaching out to new customers, for staying positive.

From Motorola to Tupperware, many great companies have their origins in downturns. They are moments when markets change, when competitors are reordered and when customers rethink what is essential, and what they’d love.

So here are 10 strategies for surviving, and thriving in a downturn:

1. Strength – downturns sort the wheat from the chaff, the robust business models from those developed on a wing and a prayer. Some companies will go under whilst others will be ripe for acquisition. Look at the airlines, the banks, the supermarkets.

2. Speed – some companies have the foresight and agility to respond to changing conditions, and others don’t. Virtual companies, franchised brands, and small businesses can flex business models, reduce costs quickly, and respond to changing consumer motivations.

3. Focus – we know we don’t need all our products, or even all our customers - 80:20 revenue, 90:10 profit - but we are usually too lazy to do the analysis, and make the hard decisions to focus on the value creators, and eliminate the value destroyers.

4. Icons – customers typically focus more on the big ticket savings – downsizing their houses, buying a smaller car, taking fewer holidays – rather than the small items, which can be less prone to reduction. Travel less, but still buy Starbucks.

5. Selective – whilst customers might buy less, they become more selective about where they spend money. In emerging markets, people might have little money but still want a Louis Viutton handbag or an Audi car.

6. Value – the mid market that combines smart quality with a good price becomes fashionable again, good quality and design but at better prices – a Swatch not a Rolex, Gap not Calvin Klein, Pret a Manger not Carluccios.

7. Innovation - applying innovation to other areas from business models to sales channels – reduce cost and risks by moving to a franchise model, improve speed and efficiency with direct sales, move to minimal (and eco friendly) packaging.

8. Upturns – follow downturns like night follows day – so as long as you can survive the slump, the winners in the next upturn are those who invest during the downturn, change the industry structures, redefine value. Low cost airlines become mainstream, online banking the norm.

9. Stories – brands are storytellers, typically about dreams, achievement, fulfilment - helping confirm to customers why they are buying. In downturns brands need to evolve to tell a different story – about practicality, restraint, choice and good value.

10. Champions – there is ultimately no better tactic than to be on the customer’s side during a downturn – emitting empathy and support, helping people to save money, in more human and collaborative ways, reflecting the time, balancing prudence and passion.

Beyond networks ... What next for Facebook and its founder Mark Zuckerberg? Find out in Customer Genius

LIVE: Peter Fisk on Apple & Obama : Secrets of the New Market Leaders keynote event at the London Business Forum on 19 May 2010. Book by emailing b@sfb.com  


The Marketing Agenda connects customers (ie consumers) and business. It’s therefore interesting to look at the business and customer agendas (below) and consider marketing role in connecting the key factors for 2010. Bringing together many sources, here is the “Marketing Genius” Top 10 for 2010:

1. Individuality: from segments to insights, what really makes people tick?
2. Niches: there is no mass market - youth, boomer, gay, digital, green
3. Customer power: doing business on their terms, engaging their uncontrollable voice
4. Innovation: what’s a better idea, including the channel and application too?
5. Engagement: cutting though the noise to gain attention in relevant, enduring ways
6. Affinities: engaging customers through clubs and charities that matter more
7. Real green: making it real through recycling, carbon, organic, local, ethical
8. Networks: making your own networks, and working with customer's communities
9. Cocreation: from user-generated content and collaborative innovation
10. Advocates: customer loyalty is much more than a “net promoter” score

At the same time marketers will continue to strive for more influence within their business, and more effectiveness of their actions:

- Influence (the point is not that they need to be on “the board” which is more about independent governance, but rather that they should be a key part of the CEO’s team, driving market-driven strategic, business-wide innovation and customer thinking)

- Effectiveness (measuring and improving the ROI of marketing, not just short-term, but its role as the by far most significant driver of shareholder value – driving the future profits through better market and product focus, and better innovation and relationships)

However marketers can only achieve this through engaging customers on the factors that matter to them, and doing so in more innovative ways.

LIVE: Peter Fisk on Gaga to Guggenheim at the Edinburgh International Marketing Festival, 23 August and The New Marketing Masterclass on 8 September 2010 


2 sides of the brain … Business needs to engage both left and right-sides of the brain to make sense and stand out in today’s markets. To be more visionary and focused, creative and analytical, strategic and practical.  

2.6 seconds to make decisions … Customers don’t make rational purchase decisions. Brands need to stick in their heads, more emotional and memorable enabled through more memic and personal communication.

3 times increase in competition … Markets have blurred as barriers fall, technologies converge, and customers change their context.This typically generates more competitors, rapid imitation and relentless pressure on margins.

5.4 things kids can do at once … Youth markets require a different approach. They are able to cope with more complexity, driven byh different influences and stimuli, and a different world view of what is right, good and matters most.

5.9% better returns by marketing CEOs … business leaders with a market-related background are more able to seize the best opportunities, champion customers and competitiveness, and deliver superior long-term shareholder returns.

25% of portfolios create value … a minority of customers, products and markets typically create the majority of economic value. Have the confidence to focus on these value creators and eliminate the value destroyers.

50% of marketing is wasted … but which half, asked Lord Leverhulme. The current proportion could be even higher, due to media fragmentation and complexity, yet marketers are obsessed with pushing even harder, and still struggle to measure it

54% of people have banned marketing … the proportion of US households that have registered to block telemarketing at donotcall.com, driving a communication model based around permission and personalisation.

60% of market research is unused … highlighting the limited engagement in and perceived value of conventional research. Business decision-makers need to see the customer perspective more personally, objectively and holistically.

86% of market value is intangible … reflecting the future rather than today’s profits, and driven  by the potential impact of market strategy and innovation over future years, and the strength of brands and relationships to ensure and sustain it.

FREE :  100 free downloads and Peter's weekly blog at www.thegeniusworks.com

Customer Agenda 2009 ... Explore the changing motivations of customers in the new book Customer Genius


Peter is a leading marketer, an experienced and inspirational keynote speaker at conferences and masterclasses worldwide, strategic consultant to leading brands, leader of innovative development programmes, and personal coach to the top marketers.

 

LIVE: Peter Fisk on Gaga to Guggenheim at the Edinburgh International Marketing Festival, 23 August and The New Marketing Masterclass on 8 September 2010

Example types of events include

  • Keynote speeches at conferences, eg "Winning in tubulent times"
  • Masterclasses and seminars eg "Marketing Genius Live" in two days 
  • Accelerated development, including "The Marketing Fast Track" portfolio
  • Strategic consulting programmes to address specific business issues

Contact peterfisk@peterfisk.com for more information about hiring him as a keynote speaker, or for Genius masterclasses about strategy, marketing, brands and innovation.

Richard Branson with Peter Fisk launching the new book "Business Genius"

Previous events:

  • "Creative Genius. Innovation with Leonardo da Vinci", Henkel, Dusseldorf (Nov 09)
  • "RESTART innovation" for Swedbank Retail Forum 2009, Vilnius (Nov 09)
  • "Creative Genius: Thinking like Leonardo da Vinci" Masterclass, London (Nov 09)
  • "Customer Genius: Doing business from the Outside In", LBF, London (Nov 09)
  • "The Impact Zone" for New Market Entry Strategy, Twickenham Stadium (Nov 09) 
  • "Marketing in Times of Crisis and Change" Live in Vrsac, Serbia (Oct 09)
  • "Digital Futures" Omnitel Marketing Masterclass, Vilnius, Lithuania, (Oct 09)
  • "People Planet Profit" at Sustainability Forum, London Stock Exchange, (Oct 09)
  • "Winning in times of Crisis and Change", Stockholm VB, Sweden (Sep 09)
  • "The Yin and Yang of Extraordinary Brands", Stockholm BR, Sweden (Sep 09)
  • "Life after the Crisis. Winning in 2012" keynote at SFA Conference, Dublin (Sep 09)
  • "RESTART Business, People, Performance" Fastleader, Tallinn, Estonia (Sep 09)
  • "Brand Genius : The Design Zone" Twickenham Stadium (Sep 09)
  • "Rethinking the Role of the Marketing Director" at ITV, London (Sep 2009)
  • "Customers, Brands and Innovation" in Oriflame, Stockholm, Sweden (Sep 2009)
  • "Marketing Genius Live in Warsaw" with OGI, Warsaw, Poland (Sep 2009)
  • "The Power of Customer Insights", Fast Track London/Edinburgh (Aug 2009)
  • "Brand Genius : The Insights Zone" Twickenham Stadium, London (Sep 2009)
  • "Turning a downturn into your big opportunity" for TNS, Valencia, Spain (July 2009)
  • "Winning Mindsets" for European Business Leaders, Montenegro (June 2009)
  • The Market Accelerator Programme, Ipek Kagit, Eczacibasi, Istanbul (June 2009)
  • The Market Accelerator Programme, Ipek Kagit, Eczacibasi, Istanbul (June 2009)
  • "50 Strategies for Marketing in a Changing World"  Bucharest, Romania (May 2009)
  • "Outside In: Extraordinary Thinking for Extraordinary Times" London (May 2009)
  • "10 Strategies for Winning in Tough Times", Oslo, Norway (May 2009
  • "Outside In: Extraordinary Thinking for Extraordinary Times" London (May 2009)
  • "50 Strategies for Marketing in Times of Crisis", Sofia, Bulgaria (April 2009)
  • "Winning with Innovation in Tough Times", TEB Conference, Istanbul, (April 2009)
  • "Leadership in times of Crisis and Change" with Nordea Bank, Tallin, (March 2009)
  • "Rethinking Innovation in Banking in a Crisis" with Swedbank, Tallin, (March 2009)
  • "Marketing in times of Crisis and Change" McCann Seminar, Riga (March 2009)
  • "Life after the Crisis in 2012" CEO Forum, Sampobank, Estonia (Mar 2009)
  • "Making Genuine Impact", Chair of MCT International HR Summit (Feb 2009)
  • "Customer Genius Live in the Baltics", Riga, Latvia with Labsserviss  (Jan 2009)
  • "Marketing in Tough Times" MCT Marketing Summit, Istanbul (Dec 2008)
  • The Genius Lab, Oriflame Cosmetics, Stockholm, Sweden (Dec 2008)
  • 10 Strategies for Winning in Turbulent Times, Glasgow (Nov 2008)
  • Marketing Genius Live, Consumer 360 Conference, Cairo, Egypt  (Nov 2008) 
  • The Market Accelerator Programme, Eczacibasi Vitra, Istanbul (Nov 2008)
  • Marketing in Tough Times with Peter Fisk, Singapore Inst of Mgt (Oct 2008)
  • World Changing Innovations, Lattelecom Conference, Riga, Latvia (Oct 2008)
  • T-Mobile Designing the Customer-Centric Business, Warsaw, Poland (Oct 2008)
  • The Fast Guide to Branding, The Marketing Fast Track, London (Oct 2008)
  • The Business Innovation Masterclass, The Marketing Fast Track (Sep 2008)
  • Brand Genius, Launch at Brand Finance Forum, London, UK (Sep 2008)
  • The Genius Lab, Oriflame Cosmetics CEE Marketing, Vilnius (June 2008)
  • The Genius Lab, Red Bull Sales and Marketing, Budapest, Hungary, (June 2008)
  • Marketing Together 2008, Eczacibasi Marketing Festival, Istanbul, (June 2008)
  • Marketing Genius Live with Best Marketing, Jūrmala, Riga, Latvia, (June 2008)
  • RBS Inspired Business, Seminar for small businesses, Edinburgh, (May 2008)
  • Innovations for 21st Century, Leaders in Retail Conference, Berlin, (May 2008)
  • The Genius Lab, US Pharmacia with Stamford Global, Warsaw, (May 2008)
  • Richard Branson, Interview at the London Business Forum, London (May 2008)
  • The Marketing Fast Track, Customer Champions, London (May 2008)
  • Out of the Box, European SSA Conference, Rome, (May 2008)
  • RBS Inspired Business, Seminar for SMEs, Scotland (April 2008)
  • The Power of Ubuntu, Akbank Exec Summit, Anatalya (April 2008)
  • European HR Conference 2008, Chairman, Istanbul, Turkey (April 2008)
  • The Consumer Agenda, World Retail Congresss, Barcelona, (April 2008)
  • Inspired Insights and Innovations, Visa Business, Oxford (April 2008)
  • Marketing Genius Live with ABF Group, Zagreb, Croatia, (April 2008)
  • Marketing Genius Masterclass, Stamford Global, Warsaw, (March 2008)
  • Future of Banking, TEB Innovation Workshop, Cumhuriyet Koy (Feb 2008)
  • Customer Futures. TEB Innovation Summit, Istanbul (Feb 2008)
  • The CEO Guide to Inspired Growth, Vistage Network, Ascot, (Feb 2008)
  • European Marketing Conference 2007, Chair, Istanbul, Turkey (Dec 2007)
  • Marketing Genius, Ukrainian EFFIE Awards, Kiev, Ukraine (Dec 2007)
  • Marketing Genius Masterclass, Stamford Global, Bucharest (Dec 2007)
  • The Genius of Brands, Danish Superbrands, Copenhagen (Nov 2007)
  • 50 Genius Innovations, InnoEurope, Vilnius, Riga, Tallinn, (Nov 2007)
  • Marketing Genius Live, Europa House, Ljubljana, Slovenia (Oct 2007)
  • The Genius of Marketing, LMG Annual Conference, Paris (Oct 2007)
  • Central and Eastern European Marketing Summit, Budapest (Sep 2007)
  • The New Customer Agenda, Visa Insights 2007 Summit, Rome (April 2007)
  • Marketing Genius at the Croatian EFFIE Conference, Zagreb (April 2007) 
  • Marketing Genius Live, 2 Day Masterclass, Budapest, Hungary (April 2007)
  • Introduction to Marketing Genius, London Book Fair, London (April 2007)
  • Building a Customer Centric Business, Saudi Telecom, Riyadh (April 2007)
  • The Pace Quickens, Marketing Conference, Manchester (March 2007)
  • Customers and Convergence, Detica Customer Forum, London (March 2007)
  • Marketing Genius at Estonian EFFIE Awards, Tartu, Estonia (March 2007)
  • Marketing Genius at Lithuanian EFFIE Awards, Vilnius, Lithuania (March 2007)
  • Marketing Genius at Latvian EFFIE Awards, Riga, Latvia (March 2007)
  • Customers and Innovation, Holcim Management Retreat, Novi Sad (Feb 2007)
  • Marketing Genius Live, Belgrade, Serbia (February 2007)
  • Cytec Industries Global Innovation Summit, Chantilly, Paris (January 2007)
  • European Marketing Conference, Istanbul (December 2006)
  • GSK Consumer Healthcare Conference, London (December 2006)
  • London Business Forum, Masterclass (November 2006)
  • UK Market Research Conference, London (November 2006)
  • Coca Cola "Art and Science" Marketing Forum, SIngapore (October 2006)
  • The Marketing Show, Geneva, Switzerland (August 2006)
  • UK Arts Marketing Conference, Cardiff (July 2006)
  • Fujitsu European Marketing Dinner, River Thames (June 2006)
  • GSK Marketing Excellence Conference, Heathrow (June 2006)
  • EDS Account-Based Marketing Programme, London (June 2006)        
  • Lovemarks with Kevin Roberts, Fabric Nightclub (May 2006)
  • Shell Lubricants Global Marketing Conference, Windsor (April 2006)
  • Marketing Society Marketing Genius Breakfast, London (April 2006)
  • Abacus Brand Launch Party, River Thames (April 2006)
  • Launch of "Marketing Genius" at Dali Universe (March 2006)
  • Cap Gemini Global Marketing Conference, Paris (March 2006)
  • Gartner "Return on Customer" Conference, London (March 2006)
  • European Marketing Conference, Istanbul (December 2005)
  • Swedish Marketing Forum, Stockholm (November 2005)
  • Cooperative Financial Services, Manchester (November 2005)
  • UK Wine Marketing Conference, London (November 2005)
  • Accenture Marketing Conference, Windsor (October 2005)
  • Deloitte Marketing Forum, London (September 2005)
  • The Brand Finance Forum, Teddington (September 2005)
  • Marketing Society Business Leaders Forum, London (July 2005)
  • Marketing Society Breakfast Seminar, Birmingham (June 2005)
  • Marketing Operations Management Symposium, London (May 2005)
  • European Business School, Regents Park (April 2005)
  • Marketing Directors Business Summit, Heathrow (April 2005)
  • London Business Forum, London (February 2005)
  • European Brand Strategy Conference, Barcelona (January 2005)
  • Economist Marketing Directors Forum, London
  • Arts Marketing Association, Belfast
  • Customer Management Convention, Orlando

What could you do? 

Make genius happen for you ... from the desire for an iPhone to the funky world of Crocs shoes, the network power of Facebook to the disruptive impact of Skype, the virtual vision of Li & Fung to the opulence of Liberty of London ... how can you apply the best ideas to your business?

LIVE: Peter Fisk on Gaga to Guggenheim at the Edinburgh International Marketing Festival, 23 August and The New Marketing Masterclass on 8 September 2010

Find out more at www.thegeniusworks.com .. over 250 great articles and extracts, videos and audio, all to download free  ... plus a new range of inspirational events and development programmes ... and weekly yin-yang anecdotes from around the world

© GeniusWorks 2010

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