MARKETING 4.

0
the new science and humanity of marketing

Prof. Peter Fisk

@geniusworks
theGeniusWorks.com
 Volatile
Uncertain
Complex
Ambiguous
+genius

Vibrant
Unreal
Crazy
Astounding
New opportunities to grow

+genius
 West East
Big Small
Volume Profit

+genius

 Capability Imagination
Independent Collaborative
Evolving Disrupting

+genius

Business Customer
Push Pull
Average Relevance

+genius

 RATIONAL EMOTIONAL

ANALYTICAL INTUITIVE

FOCUSED CONNECTED
HEADS DOWN + HEADS UP
TODAY’S WORLD + FUTURE WORLD
DIGITAL + HUMAN
 GAMECHANGERS: WORLD’S MOST DISRUPTIVE INNOVATORS

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.  Beats 2.  GrameenDanone 2.  Coursera
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.  Periscope
5.  Le Pain Quotidien 5.  Lego 5.  Emirates 5.  Inditex 5.  LA Organic 5.  Pledge Music
6.  Pinterest 6.  Method 6.  Kulula 6.  Patagonia 6.  Moa Beer 6.  Red Bull
7.  Positive Luxury 7.  Natura 7.  RedBus 7.  Rapha 7.  Modern Meadow 7.  RiotGames
8.  Trader Joe’s 8.  Nike+ 8.  Uber 8.  Shang Xai 8.  Nespresso 8.  Spotify
9.  Yihaodian 9.  Oculus Rift 9.  Virgin Galactic 9.  Threadless 9.  Yeni Reki 9.  Ushahida
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.  La Caixa 2.  Aravind 2.  ARM 2.  Corning 2.  AzuriTech 2.  Bhutan
3.  Fidor 3.  Editas 3.  Bharti Airtel 3.  DP World 3.  Graal Bio 3.  City FC
4.  First National 4.  Genentech 4.  GE 4.  Dyson 4.  IBM 4.  The Elders
5.  Moven 5.  Intuitive Surgical 5.  Google X 5.  Embraer 5.  IDEO 5.  Lovemarks
6.  M-Pesa 6.  Narayana Hosp 6.  OneWeb 6.  Local Motors 6.  Kickstarter 6.  ParkRun
7.  Robinhood 7.  Organova 7.  Raspberry Pi 7.  Space X 7.  Li & Fung 7.  Planetary Res
8.  Square 8.  PatientsLikeMe 8.  Samsung 8.  Syngenta 8.  Live Nation 8.  WWF
9.  Umpqau 9.  Scanadu 9.  Slack 9.  Tata 9.  Salesforce 9.  Zoe Suggs
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
Rethinking business …
Business 4.0
ROBOTIC

Business 3.0
ELECTRONIC

Business 2.0
INNOVATIVE

Business 1.0
MECHANICAL
Rethinking customers …
Customers 4.0 Business 4.0
HUMAN ROBOTIC

Customers 3.0 Business 3.0

PERSONAL ELECTRONIC

Customers 2.0 Business 2.0

ASPIRATIONAL INNOVATIVE

Customers 1.0 Business 1.0

DEMANDING MECHANICAL
Rethinking marketing …
Customers 4.0 Marketing 4.0 Business 4.0
HUMAN SUPER HUMAN ROBOTIC

Customers 3.0 Marketing 3.0 Business 3.0

PERSONAL DIGITAL ELECTRONIC

Customers 2.0 Marketing 2.0 Business 2.0

ASPIRATIONAL INTEGRATED INNOVATIVE

Customers 1.0 Marketing 1.0 Business 1.0

DEMANDING COMMUNICATING MECHANICAL
Marketing 4.0 is about …

Change
Why
audacious enabling

collaborative

networked

intelligent
Google X 23 and Me

audacious

Syngenta
Tesla Motors
Rethink purpose

Business Customer

© Peter Fisk 2015

More details in the new “Gamechangers” book +genius
 Li and Fung

Tencent

networked

Alibaba 3DHubs
Rethink innovation

© Peter Fisk 2015

More details in the new “Gamechangers” book
! +genius
Amazon Intuitive Su
rgical

intelligent
Scanadu

Fidor Bank
 Rethink brands

© Peter Fisk 2015

More details in the new “Gamechangers” book +genius
 Disney Moven

Change
Why
Juan Valdez enabling

Cafe

Safaricom
 Rethink 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
 Airbnb Nike+

collaborative
Lego

Threadless
Rethink relationships
Customer

Co-enable Co-design Customer

Customer

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

Customer
Customer
Co-support Co-sell

Customer
What will you do?
+genius
 Vision Growth Insights Innovation
Canvas Canvas Canvas Canvas

CREATIVE LAB
FUTURE LAB

Strategy Disruption Co-creation Business

Canvas Canvas Canvas Canvas

Brand Proposition Leadership Culture

PERFORMANCE LAB
Canvas Canvas Canvas Canvas
BRAND LAB

Engagement Relationship Sustainability Performance

Canvas Canvas Canvas Canvas

+genius
peterfisk@peterfisk.com
@geniusworks
theGeniusWorks.com