XMARKETING

THE NEXT RULES OF MARKETING

Professor Peter Fisk

peterfisk@peterfisk.com
theGeniusWorks.com
@GeniusWorks
Markets have changed. Customers have changed.
Has your marketing? Have you?

A new generation of businesses (new technologies, new business models, new leadership)
is emerging to address a new generation of customers (new audiences, new geographies,
new aspirations). Marketing exists to connect businesses and customers, in relevant and
profitable ways.

A new approach to marketing is therefore required. Some of the new approaches, and
maybe the language, will be familiar. But not all, and not joined up as a fundamental
approach to driving business performance.

Together, we call it Xmarketing for experiential, expeditionary, exponential

marketing. It involves a seismic shift in philosophy and practice.

It fundamentally challenges every marketer who still turns first to their strategic plan. And
then to their advertising agency, or even their web developer. It is fundamentally digital in
mindset, but human as well as technological. It demands analytical thinking, content and
networks, but also vision and creativity.

It requires new types of leaders, and a new mindset for every marketer.

www.theGeniusWorks.com
EXPONENTIAL WORLD
EXPONENTIAL WORLD

THE 10X RULES

EXPONENTIAL WORLD

THE 10X RULES

XMARKETING
We live in an incredible time
 Volatile
Uncertain
Complex
Ambiguous
Vibrant
Unreal
Crazy
Astounding
Virtual world becomes real
Spectacles to Snap
Alibaba $28bn in one day
Uber and beyond
$85bilion to be more human
Unlimited executive jets
Hyperloop
Xiaomi, the
redefines
new Apple
travel
Quarzazate Solar Farm
Your future for $99
Robot heart surgery
Driverless in Singapore
Global internet for all
Nanodegrees in the future
Anything is possible
Anything is possible
Worldchanging decade

2020
2010
Pop 7.7Bn
Pop 6.9Bn
GDP $90T
GDP $63T
G7 E7
Worldchanging decade

2020
2010
Pop 7.7Bn
Pop 6.9Bn
GDP $90T
GDP $63T
G7 E7

E7 = China, Malaysia, Chile,

Poland, Peru, Mexico,
Philippines
Worldchanging decade

2020
2010
Pop 7.7Bn
Pop 6.9Bn
GDP $90T
GDP $63T
G7 E7
Top jobs in next 5 years
Megacities: 70% by 2030
The new silk road
Climate change: 4 degrees
New geopolitics
Tectonic shifts

+genius
 West East
Big Small
Volume Profit

+genius
Business Consumer
Push Pull
Average Individual

+genius
 Capability Imagination
Experience Talent
Improvement Exponential

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Exponential world
Exponential growth
Exponential growth
Exponential growth
Thickness Earth
of folder
paper

House

Hand

Notebook
Fingernail

3 folds 7 folds 10 folds 17 folds 30 folds

Exponential growth
Human Human
progress Genome

World Wide
Web

Moon
landing

Light
bulb
Industrial
Agricultural Revolution
Revolution

8000 120 90 22 9
years years years years years
Exponential growth
Exponential world
Exponential marketing
Ideas that spread
Networks that multiply
 IDEAS
+
NETWORKS
Exponential marketing

Addictive Ideas + Intelligent Networks = Exponential Growth

 Innovative marketing for exponential growth
Innovative strategy

Market mapping Customer solutions

Growth hacking Making it happen

ß
2021
Where are the relevant Who are the relevant
high growth high growth How do the products and services create customer gain,
for example savings that make them happy,
markets? customers? or deliver outcomes beyond expectations?

2018 What are all the

What benefits does the
product and service
customer expect or desire, components that
both rational and emotional?
What is the customer trying to enable the customer
to achieve their job?

ß ß
do – the job they want to do,
or new goal to achieve? Gains Gain creators Products and
Jobs Customer Brand services

Vision 3
2021
Pains Pain relievers
2016
What are the negatives in their
current experience, both Horizon 3

Deliverables 3
Rational and emotional?
delivers
breakthroughs
and a new core

Vision 2
ß
How do the products and services remove the negatives,

Results 3
ß
eg save time and effort, make them fee better,
remove negative impacts, or fears?
Horizon 2

Deliverables 2
delivers
new concepts
What are the relevant What are the relevant and extensions
high growth high growth

Vision 1

Results 2
categories? products/services?
Horizon 1

Deliverables 1
delivers
excellence and
quick wins

2016

Results 1
Page 16

Design thinking Accelerating action

Context framing Business models Pivot

Concept fusions
ß ß
Customers
Who are our target segments of
customers and users?
Communication
What brand do we use? What are
the key messages, and how do
Proposition
Offerings
What benefits do we enable our
customers to achieve?
Assets
What distinctive assets do we
Partners
Who are the external partners to
help us create and deliver the
Idea
have to use in existing or new
we engage customers? ways? offerings?

Channels Resources
Create
Which types of distribution What are the main internal
channels will we use to reach resources to create and deliver

ß
customers? the offerings?

ß
Products & Services
What products and services do
we bring together for our
customers?

Relationships Processes Improve

What kind of relationship What are the main internal
do customers seek with activities to create and deliver
us, and each other? the offerings?

ß Revenue streams
What are the main sources of revenue,
and which could be largest? customers?
Pricing models
How, when and how often will we charge
Cost streams
What are the most significant ongoing
costs to create and deliver the offerings?
Investments
How much do we need to spend before
we start earning?

© GeniusWorks 2016
peterfisk@peterfisk.com
www.theGeniusWorks.com
+genius
Moonshot Factory
Why be 10% better?

When you could be 10x better?

+genius
Shaping the future

+genius
 “Gamechangers” shaking up every market

es
futurestore futureproduct futuretravel futurefashion futurefood futuremedia
1. Amazon 1. Apple 1. Aeromobil 1. Ashmei 1. Brewdog 1. Al Jazeera
2. Aussie Farmers 2. Beauty’in 2. Air Asia 2. 1Atelier 2. GrameenDanone 2. Buzzfeed
3. Etsy 3. DJI 3. Airbnb 3. Desigual 3. Graze 3. Netflix
4. Farfetch 4. Go Pro 4. CitizenM 4. Jonny Cupcake 4. Juan Valdez 4. Pledge Music
5. Le Pain Quotidien 5. Lego 5. Emirates 5. Inditex 5. LA Organic 5. Red Bull
6. Pinterest 6. Method 6. Kulula 6. Patagonia 6. Moa Beer 6. RiotGames
7. Positive Luxury 7. Natura 7. RedBus 7. Rapha 7. Modern Meadow 7. Snap
8. Rackuten Ichiba 8. Nike+ 8. Uber 8. Shang Xai 8. Nespresso 8. Ushahida
9. Trader Joe’s 9. Oculus Rift 9. Virgin Galactic 9. Threadless 9. Yeni Reki 9. ViceMedia
10. Zappos 10. Renova 10. Zipcars 10. Tom’s 10. Zespri 10. WeChat

futurebank futurehealth futuretech futuremakers futureservice futurebrands

1. Aspiration 1. 23 & Me 1. Alibaba 1. 3DHubs 1. Ashoka 1. Bitcoin

2. Fidor 2. Aravind 2. ARM 2. Corning 2. AzuriTech 2. Bhutan
3. First National 3. Editas 3. Bharti Airtel 3. DP World 3. Graal Bio 3. City FC
4. Moven 4. Genentech 4. GE 4. Dyson 4. IBM Watson 4. The Elders
5. M-Pesa 5. Intuitive Surgical 5. Google X 5. Embraer 5. IDEO 5. FanDuel
6. Robinhood 6. Narayana Hosp 6. OneWeb 6. Local Motors 6. Kickstarter 6. ParkRun
7. Square 7. Organova 7. Raspberry Pi 7. Space X 7. Li & Fung 7. Michelle Phen
8. TransferWise 8. PatientsLikeMe 8. Samsung 8. Syngenta 8. Live Nation 8. Planetary Res
9. Umpqau 9. Scanadu 9. Slack 9. Tata 9. Salesforce 9. Udacity
10. Zidisha 10. Second Sight 10. Xiaomi 10. Tesla 10. Y Combinator 10. You
© Peter Fisk 2016
N/S American brands European brands African/Arab brands Asia/Pacific brands peterfisk@peterfisk.com
www.theGeniusWorks.com
audacious
networked
intelligent
Change
Why
enabling
collaborative
© Peter Fisk 2013
Gamechangers.pro
Rocket’s Creative Beer

+genius
© Peter Fisk 2013
Gamechangers.pro
Lululemon’s Yoga Beer

+genius
© Peter Fisk 2013
Gamechangers.pro
New Zealand’s Moa Beer
© Peter Fisk 2013
Gamechangers.pro
Beer 52 by Subscription

+genius
 How could you change your game?

© Peter Fisk 2013

Gamechangers.pro
 How could you “change your game?”

© GeniusWorks 2016
peterfisk@peterfisk.com
www.theGeniusWorks.com
XMARKETING
THE NEXT RULES OF MARKETING
EXPONENTIAL WORLD

THE 10X RULES

The Next Rules of Marketing
1. Growth Hacking

+genius
 1. Growth Hacking

2021

2016

© Peter Fisk 2015

More details in the new “Gamechangers” book +genius
 What is 10x not 10% in your business?

10X

Impact

10%

© GeniusWorks 2016
Time
peterfisk@peterfisk.com
www.theGeniusWorks.com
The Next Rules of Marketing
2. Customer immersion

+genius
 2. Customer immersion

Business Customer

© Peter Fisk 2015

More details in the new “Gamechangers” book +genius
 Design thinking. Customer insight. Brand framing.

© GeniusWorks 2016
peterfisk@peterfisk.com
www.theGeniusWorks.com
The Next Rules of Marketing
3. Platform innovation

+genius
 3. Platform innovation Exchange models
Asset models
Payment models
Crowd models Advertising or
Channel models Buyer and seller
Maker models Subscription Sponsorship
Membership marketplace
Spectrum payment business model
Make and club business model
retail bu ess model
sin eg Google,
distribute business model eg Etsy,
Metro Newspapers
business model eg FT.com, NYSE
business model eg Amazon
eg Costco, Graze
eg CocaCola Quintessentially Listed or
Marks & Spencer Collaborative
Microsoft Regular Promoted
Crowdfunded consumption
Replacement business model
Make and Niche ventures business model
business model eg Monster
sell direct retail bu ess model
sin
eg Gillette,
eg Buzzcar,
Linkedin
business model bu ess model
sin eg Kickstarter, Nespresso
Regus
eg BMW, eg ToysRUs, Wiggle Zidisha Network
HSBC Branded
Shared builders
Opensourced Consor tia
Curated rental bu ess model
sin
License to community business model eg Hotmail,
retail bu ess model
sin
make business model eg Zilok,
eg Cisco,
Twitter
business model Spar
business model eg Fab,
eg RedHat, Hilton
eg ARM, MySQL Reputation
Positive Luxury Tradeable
Ed Hardy Freemium builders
Multulevel currency
Auction pay within business model
Demand marketing bu ess model
sin
retail business model eg Tripadvisor,
then Made business model eg Angry Bird,
eg Bitcoin
PaywithaTweet
business model
business model eg Tupperware, Coursera
Air Miles
eg eBay,
eg ZaoZao, Natura Customer
Sotheby Transaction
Threadless Pay as data
Group facilitator
Franchised you go bu ess model
sin
Knowledge buying business model
retail bu ess model
sin eg Facebook,
and time business model eg Paypal,
23andMe
bu ess model
sin eg AzuriTech
business model eg Groupon, Visa
eg McDonalds, Huddlebuy
Techshop
eg McKinsey, Subway Non-profit
Harvard Dynamic
Micro business
Reverse pricing
Remainder payments business model
Certification and auction business model bu ess model
sin
eg Oxfam
retail
endorsement business model eg Flattr eg Expedia,
business model Wikipedia
business model eg Priceline Gr een Danone
Uber
Eg Saks, am
eg ISO, Freemarkets
Vente Privee
Verisign
© Peter Fisk 2015
More details in the new “Gamechangers” book +genius

Customers
Who are our target (segments
of) customers (or users), and
what matters most to them?
Revenue streams
What are the main sources of revenue,
and which could be largest?
© GeniusWorks 2015
Reinventing your business model
Communication Proposition
Offerings Assets Partners
What brand do we use? What are What benefits do we enable our What distinctive assets do we Who are the external partners to
the key messages, and how do customers to achieve? have to use in existing or new help us create and deliver the
we engage customers? ways? offerings?
Channels Resources
Which types of distribution What are the main internal
channels will we use to reach resources to create and deliver
customers? the offerings?
Products & Services
What products and services do
we bring together for our
customers?
Relationships Processes
What kind of relationship What are the main internal
do customers seek with activities to create and deliver
us, and each other? the offerings?
Pricing models Cost streams Investments
How, when and how often will we charge What are the most significant ongoing How much do we need to spend before
customers? costs to create and deliver the offerings? we start earning?
www.theGeniusWorks.com
The Next Rules of Marketing
4. Brand storytelling

+genius
4. Brand storytelling

+genius
 Customer solutions that enable people to do more.
What is the customer trying to
do – the job they want to do,
or new goal to achieve?
Jobs
© GeniusWorks 2016
peterfisk@peterfisk.com
www.theGeniusWorks.com
How do the products and services create customer gain,
for example savings that make them happy,
or deliver outcomes beyond expectations?
What are all the
What benefits does the
product and service
customer expect or desire, components that
both rational and emotional?
enable the customer
to achieve their job?
Gains Gain creators Products and
Customer Brand services
Pains Pain relievers
What are the negatives in their
current experience, both
rational and emotional?
How do the products and services remove the negatives,
eg save time and effort, make them fee better,
remove negative impacts, or fears?
The Next Rules of Marketing
5. Social influencers

+genius
5. Social influencers
Customer

Co-enable Co-design Customer

Customer

Brand- Collaborative
Movement Co-consume enabled Co-create
community

Customer
Customer
Co-support Co-sell

Customer
 Collaborating with customers to achieve more.

Co-enable Co-design

Co-consume Co-create

Co-sell
Co-support

© GeniusWorks 2016
peterfisk@peterfisk.com
www.theGeniusWorks.com
The Next Rules of Marketing
6. Enabling experiences

+genius
 6. Enabling experiences
Enabling Customer’s
more
experience

Integrated
Branded
Added value through

journey $20 lunch

experience with friends
differentiation

Empathetic
delivery Personal
service $2 coffee
in store

Distinctive
design
Branded
product
20c branded
coffee
Commodity
product 2c coffee
beans

Added value through

relevance
7. Exponential impact

+genius
The Next Rules of Marketing
7. Exponential impact

+genius
XMARKETING
THE NEXT RULES OF MARKETING
EXPONENTIAL WORLD

THE 10X RULES

XMARKETING
Exponential world
Unlimited opportunity
People want and expect more
Complex and realtime
Investors expect and want more
Time to supercharge your marketing
 1. Growth Hacking

2021

2016

© Peter Fisk 2015

More details in the new “Gamechangers” book +genius
Experience at Starbucks Reserve
 2. Customer immersion

Business Customer

© Peter Fisk 2015

More details in the new “Gamechangers” book +genius
What’s the problem?

What’s the solution?

Design thinking: solving the right problem
Design thinking: fast and evolving solution
IT support is boring, isn’t it?
For the customer, its an emergency
4. Brand storytelling

+genius
 Gamechangers of Beauty

Pat McGrath Labs Gold 001 Tatcha by Japanese Geisha Isamaya Ffrench’s art beauty

The Organic Pharmacy Michelle Phan’s social Ipsy Blow.ltd “Uber of beauty”

MatchCo customisation apps Zenta human-tech by Vinaya Adorn 3-d printing beauty pen
Michelle Phan

+genius
+genius
Contagious ideas
 Addictive ideas. Social influencers. Market mulipliers.

Advocates
Networks
Influencer
Addictive
idea

Advocates Networks
Influencer

Influencer Advocates Networks

© GeniusWorks 2016
peterfisk@peterfisk.com
www.theGeniusWorks.com
 Inspirations for the beauty industry

Dollar Shave Club Triangl via Instagram Method’s beautiful home

Renova’s sexy bathrooms Vice media for millennials Nespresso Club

Red Bull Media House Rapha Cycle Clubs Tesla’s Supercharger Network
 3. Platform innovation Exchange models
Asset models
Payment models
Crowd models Advertising or
Channel models Buyer and seller
Maker models Subscription Sponsorship
Membership marketplace
Spectrum payment business model
Make and club business model
retail bu ess model
sin eg Google,
distribute business model eg Etsy,
Metro Newspapers
business model eg FT.com, NYSE
business model eg Amazon
eg Costco, Graze
eg CocaCola Quintessentially Listed or
Marks & Spencer Collaborative
Microsoft Regular Promoted
Crowdfunded consumption
Replacement business model
Make and Niche ventures business model
business model eg Monster
sell direct retail bu ess model
sin
eg Gillette,
eg Buzzcar,
Linkedin
business model bu ess model
sin eg Kickstarter, Nespresso
Regus
eg BMW, eg ToysRUs, Wiggle Zidisha Network
HSBC Branded
Shared builders
Opensourced Consor tia
Curated rental bu ess model
sin
License to community business model eg Hotmail,
retail bu ess model
sin
make business model eg Zilok,
eg Cisco,
Twitter
business model Spar
business model eg Fab,
eg RedHat, Hilton
eg ARM, MySQL Reputation
Positive Luxury Tradeable
Ed Hardy Freemium builders
Multulevel currency
Auction pay within business model
Demand marketing bu ess model
sin
retail business model eg Tripadvisor,
then Made business model eg Angry Bird,
eg Bitcoin
PaywithaTweet
business model
business model eg Tupperware, Coursera
Air Miles
eg eBay,
eg ZaoZao, Natura Customer
Sotheby Transaction
Threadless Pay as data
Group facilitator
Franchised you go bu ess model
sin
Knowledge buying business model
retail bu ess model
sin eg Facebook,
and time business model eg Paypal,
23andMe
bu ess model
sin eg AzuriTech
business model eg Groupon, Visa
eg McDonalds, Huddlebuy
Techshop
eg McKinsey, Subway Non-profit
Harvard Dynamic
Micro business
Reverse pricing
Remainder payments business model
Certification and auction business model bu ess model
sin
eg Oxfam
retail
endorsement business model eg Flattr eg Expedia,
business model Wikipedia
business model eg Priceline Gr een Danone
Uber
Eg Saks, am
eg ISO, Freemarkets
Vente Privee
Verisign
© Peter Fisk 2015
More details in the new “Gamechangers” book +genius
PatientsLikeMe
Nespresso

+genius
Nespresso
5. Social influencers
Customer

Co-enable Co-design Customer

Customer

Brand- Collaborative
Movement Co-consume enabled Co-create
community

Customer
Customer
Co-support Co-sell

Customer
Change drivers in the automotive market

Urbanisation AI and robotics Fuels and charging Brands to trust

Carbon reduction Connected cars Car insurance Owning v sharing

China and India Supply consolidation Car design Driverless cars

Tesla Motors

+genius
+genius
+genius
Tesla Motors
Inspirations for automotive marketing

GE Brilliant Machines Amazon Dash instant delivery Nespresso Club

Scanadu health tracking Netflix subscription Rapha Cycle Club

3D Hubs print on demand ARM technology design Tesla’s Supercharger Network

 6. Enabling experiences
Enabling Customer’s
more
experience

Integrated
Branded
Added value through

journey $20 lunch

experience with friends
differentiation

Empathetic
delivery Personal
service $2 coffee
in store

Distinctive
design
Branded
product
20c branded
coffee
Commodity
product 2c coffee
beans

Added value through

relevance
Nike+ Sports not Sportswear

+genius
+genius
Movements – nike women
7. Exponential impact

+genius
Rapha is a community
 The 6Ds of Exponential Thinking
Exponential vision
Democratise

Demonitise

Dematerialise

Disruptive

Deceptive

Digitalise
© GeniusWorks 2016
peterfisk@peterfisk.com
www.theGeniusWorks.com
 The 6Ds of Exponential Thinking

Democratise

Demonitise

Dematerialise

Disruptive

Deceptive

Digitalise
© GeniusWorks 2016
peterfisk@peterfisk.com
www.theGeniusWorks.com
What will you do?
 Shaping
your own
vision Passion to
make life
better
Making
sense of Connecting
change ideas and
people

Having an
Acting audacious
with speed attitude
and agility

Persisting
to make it
happen
© Peter Fisk 2014
Gamechangers.pro
+genius
+genius
 Be bold
Be brave
Be brilliant
Peter Fisk Peter Fisk helps business leaders make sense of a fast-changing world, to find the best new opportunities for growth, to
embrace the best new ideas through insight and creativity, to rethink their entire vision and strategy, business model and
customer experience. Being 10% better is just enough to compete in today’s world, to stand still. The real question is how
to be 10 times better, to get ahead, to stand out, to be the leader who helps the business create and deliver future success.

Peter works across the world, helping business leaders to develop innovative strategies for business and brands. He is a
thinker, advisor and practical entrepreneur. He is Professor of Strategy, Innovation and Marketing at IE Business School,
one of the world’s top ranked business schools, whilst also founder and CEO of GeniusWorks, a boutique consulting firm,
helping clients across every sector to make sense of fast-changing markets, and find new ways to think, compete and win.

Having trained as a nuclear physicist, Peter moved to managing brands like Concorde at British Airways, helping
Microsoft to adopt a value-based marketing model, and Virgin to launch into new markets. As a highly experienced
consultant he has worked in every sector and region of the world. As CEO of the world’s largest marketing organisation,
the Chartered Institute of Marketing, he became a global authority on what’s best and next in business and markets.

Finding his own space, he founded GeniusWorks, with offices in London and Istanbul. He works with companies big and
small, food to fashion, skincare to stock exchanges, high tech to human – and brands as diverse as Aeroflot and Banyan
Tree, Coca Cola and Club Med, Cooperative and Courvoisier, Davidoff and DSM, Eczacibasi and Fat Face, Fosters and GSK,
Hershey’s and Mars, M&S and Nestle, Microsoft and O2, Phillips and Philosophy, Red Bull and Sabre, Santander and
Skanska, Shell and Tata, Telia and Turkcell, Unilever and VB Beer, Virgin and Visa, Vodafone and Yapi Kredi – to think
bigger and smarter, develop innovative strategies, bolder brands, and accelerate growth.

Peter’s new book “Gamechangers: Are you ready to change the world?” explores the next generation of business and
brands, shaking up markets, innovating and winning in new ways. Based on 100 global case studies, it explores the
challenges of new markets, changing customers, brand building, new business models, real-time marketing, harnessing
social media, inspiring leadership and positive impact. It has been nominated for Management Book of the Year 2015.

His other books include “Marketing Genius” explores the left and right-brain challenges of success, and is translated into
35 languages. It was followed by five others – “Business Genius” on leadership and strategy, “Customer Genius” on
building a customer-centric business, “People Planet Profit” on sustainable innovation, and “Creative Genius”, the
innovation handbook for business leaders, defining what it takes to be Leonardo da Vinci in the 21st Century.

Growing up in rural Northumberland, in the north of England, Peter has a love of running that has taken him from a
youthful mile champion to still running every day, 35 years later. He now lives in Teddington, to the west of London,
Email: surrounded by the Royal Parks of King Henry VI and his hunting deer. He is married with two teenage daughters, who
peterfisk@peterfisk.com keep him real and in touch with the Snapchat, Netflix lifestyles of Gen Z.
Phone: Inspired by his first job in the airline world, he loves to travel far and wide, indulge in Asian food, together with a well
+44 7834483830 chilled Sauvignon Blanc. His favourite brands range from Ashmei running gear to Rapha cycle club, Paul Smith’s fashion
design and House Café in Istanbul, New York’s MOMA to New Zealand’s great Moa Beer.
Twitter:
@geniusworks Peter features in the Guru Radar of Thinkers50, and was described by Business Strategy Journal as “one of the best new
business thinkers”. His advice is sought after by business leaders around the world, he adds specialist expertise to key
Website: projects, combining new ideas with practical action, inspiration and impact. Helping you to find your own space, to be
theGeniusWorks.com leaders of change – to be bold, brave and brilliant.
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www.theGeniusWorks.com