Apple to Obama: The New Market Leaders

THE NEW MARKET LEADERSTHE NEW MARKET LEADERS

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CRISISCRISISCRISISCRISIS

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UNCERTAINTYUNCERTAINTY

Two turbulent yearsTwo turbulent years ...theGeniusWorks.com

FEARFEARtheGeniusWorks.com

HOPEHOPE theGeniusWorks.com

THE NEW WHITESPACESTHE NEW WHITESPACES

WEST EAST

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WEST EAST

BIG SMALL

BUSINESS CUSTOMER

VOLUME

MASS

VALUE

NICHE

VOLUME VALUE

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In 2010 the world economy is expected to grow byIn 2010 the world economy is expected to grow by 3.1% after a decline of 1.1% in 2009 ...

E7

E7

E7+5.1%

in 2010

E7+1.7%

in 2009

G7+1.3%

in 2010

G7-3.4%

i 2009in 2009

E7 is the BRIC nations (Brazil, Russia, India and China) plus Mexico Indonesia and Turkey

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China) plus Mexico, Indonesia and Turkey

E7 NATIONS WOMEN EDUCATION

CITIESWATER

HEALTHCARE CITIESHEALTHCARE

BOOMERSGRIN RENTAL

Ageing (big business) ... Artvertising (ads need to do more for you) ... Brand alliances Bioplastics ... eBooks (eventually come of age) ... Business models (in every sector)

CHIME nations ... Creative charities ... Crowdsourcing (research, design, communicate)CHIME nations ... Creative charities ... Crowdsourcing (research, design, communicate)

Debt ... Device convergence ... Digital nomads (wandering in a virtual world)

Energy (where the brains are focused) ... Social Entrepreneurs ... Extreme weather

Fairtrade ... Fractional ownership ... Fuel cells (where the venture capital is focused)Fairtrade ... Fractional ownership ... Fuel cells (where the venture capital is focused)Genetic-based services ... GPS devices (the power of mobility) ... Graffiti fashion

Happiness (yes, it really is the new priority) ... Healthcare revolution ... Reid Hoffman

Identity protection (you, your brand, your reputation) ... Inflation ... Islamic finance Fashion jewellery ... Multi jobbing ... Jumpsuits (yes, they're back with Stella McCartney)

Knowledge clouds ... Korean brands (the new innovation leaders) ... Kazikstan

Licensing ... Life caching ... Location-based marketing (when and where are customers)Managing complexity ... Meaning (making sense, adding purpose) ... Micropayments Nanotechnology (from cleaning to clothes) ... Neural networks ... N11 nations

Obesity (whilst half the world still starves) ... Oil prices ... Cautious optimism

Personalisation Pop-up retailing (no longer a fad serious business) PrivacyPersonalisation ... Pop-up retailing (no longer a fad, serious business) ... Privacy InQBox (fantastic Japanese retail concept) ... Quantum computing ... Quebec online Realness ... Rental culture ... Responsible business (more than the environment)

Self publishing ... Simplicity (the biggest trend of all) ... Space tourism (Virgin Galactic)p yTablet computers (just wait for MacWorld 2010) ... Tweeting ... Two-speed economy Unemployment ... Urbanisation ... User generated (from Current TV to Threadless)

Viral rage (customer complaints just went global) ... Virtual Hybrids ... Volatility Water scarcity Wild weather Women consumers (growing faster than China)Water scarcity ... Wild weather ... Women consumers (growing faster than China)Generation X ... X-Prizes (space travel to electric cars) ... XL accessories Yang Du (Shanghai cool) ... YouTubevertising (one that works) ... Mohammad YunusZespri Gold (amazing kiwis) ... Zipcars ... Zopa (business model for future banking)

RESPONSIBLE

CONSIDERED MEANINGFUL

CARING

RESOURCEFULEMPOWERED

CAPABLE

SELFLESSSELFLESS

WELLBEING

HUMAN INDIVIDUAL

HAPPINESS

PARTICIPATIVE

COLLABORATIVE

CONTRIBUTING

SHARINGSHARING

INDULGENT

ESCAPIST EXPRESSIVE

QUIRKY

RETHINKING MARKETINGRETHINKING MARKETING

PUSHING

DELEGATED

PRODUCTISED

HIGH EXPECTATIONS

O

LITTLE TRUST

AVERAGEDLOYALTY RARE

UNCREATIVE

CtheGeniusWorks.com

INEFFECTIVE

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FROM PUSHFROM PUSH ...

TO PULL... TO PULL

RATAN TATA DAVE STEWART SHIGERU MIYAMOTODAVE STEWART

ANDREA JUNG JOHN MAEDA LADY GAGASTEFFI GERMANOTTAANDREA JUNG JOHN MAEDA LADY GAGASTEFFI GERMANOTTA

REID HOFFMAN JACK MA SERGIO MARCHIONNE

FROM USFROM US ...

TO THEM... TO THEM

EMOTIONAL

COLLABORATIVE SUSTAINABLE

AIR ASIA PIXAR NINTENDO

SHANGHAI TANG GOLLA SAMSUNGSHANGHAI TANG GOLLA SAMSUNG

LI+FUNG ZAPPOSVIRGIN GALACTIC

CUSTOMERS

BRANDS

PRODUCTS

C

PROMOTION

PRICE

PROMOTION

PLACE

RELATIONSHIPS

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CUSTOMERS PARTICIPANTS

BRANDS PURPOSE

PRODUCTS

C

ENABLERS

C O S

PROMOTION

PRICE

STORIES

PERCEPTIONS

PROMOTION STORIES

PLACE PARTNERS

RELATIONSHIPS COMMUNITIES

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THE NEW MARKET LEADERSTHE NEW MARKET LEADERS

OBAMA ‘08OBAMA ‘08

YES WE CAN

CHANGE

INTERACTIVE

O

COLLABORATIVE

YOUTH

COLLABORATIVE

STORIES

PRIORITIES

MY.BARACKOBAMA

INTERACTIVE

MULTI NETWORKS

CO

MICRO PAYMENTS

COMMUNITY

MICRO PAYMENTS

$265M V $88M

CONTINUITY

$ $

BRAND

ISSUES AND IDEAS

WILL.I.AM

O C S

UPDATES

INFOMERCIALS

UPDATES

INTEGRATION

ICONIC

LEGOLEGO

BILLUND 1932

“LEG GODT”

TOY OF THE CENTURY

2005

CONCEPTS

2005

CONCEPTS

COMMUNITIES

#5 BUT #1

ZIPCARSZIPCARS

BERLIN 2000

WHY HAVE A CAR?

RENTAL

C

CHEAPER THAN TAXI

INTERACTIVE

CHEAPER THAN TAXI

49 CITIES

STREETCAR 2010

THREADLESSTHREADLESS

DEHART & NIKELL

T-SHIRTS

USER GENERATED

$2000

COMMUNITY

WIN $2000

COMMUNITY

$4 TO $15

DIGITAL HYBRID

$ $

E CLOTHSE-CLOTHS

TAD GREEN

ENVIRO PRODUCTS

48000 STRANDS/CM2

O G S

SAVE £100/YEAR

NO DETERGENTS

SAVE £100/YEAR

BOSCH, GAGGIA, SMEG

GOOD AND BETTER

, ,

TESLATESLA

MENLO PARK 2003

200 MILES

0 60 3 9 S CS0-60 IN 3.9 SECS

$109 000

ELON MUSK $105M

$109,000

ELON MUSK $105M

GOOGLE & DAIMLER

SEX SAVES THE WORLD

APPLEAPPLE

JOBS/WOZNIAK 1976

$1BN BY 1980

1985-1996

O S & S

IMAC 1999

JOBS & JELLYBEANS

IMAC 1999

DIGITAL HUB

ONLINE/RETAIL

IPOD 2001

$8BN

ITUNES 2003

0

IPHONE 2007

10BN

IPHONE 2007

$13BN

IPAD 2010

$

MOBILE DEVICE CO.

JOBS + IVE

BEAUTIFUL OBJECTS

S G O

BEYOND PROCESS

SAYING NO

BEYOND PROCESS

PLATFORMS

BOLD EXPERIMENTS

DON’T SELL PRODUCTS

NEVER FIRST

EARLY ADOPTERS

G C O S

FOCUS ON THE FEEL

MAGIC WORDS

FOCUS ON THE FEEL

PACKAGING

KEEP MOVING

$300bn

$200bn

$100bn$100bn

2000 2002 2004 2006 2008 2010

$300bn

$200bn

$100bn$100bn

2000 2002 2004 2006 2008 2010

$300bn

$200bn

$100bn$100bn

2000 2002 2004 2006 2008 2010

INSPIRINGINSPIRING CUSTOMERS

ENGAGE

CUSTOMERS

CONNECTCONNECT

ENABLEENABLE theGeniusWorks.com

1. START WITH A PURPOSE THAT INSPIRES PEOPLE ...

HUMANFrom Aveda to

Pixar, more purpose and more

empathy for people

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2. DESIGN A BUSINESS THAT ENABLES PEOPLE

DESIGNEDRESPONSIBLE

TO DO MORE ...

From Nintendo to Shanghai Tang,

function and formthat enables

more

Aravind and Tesladelivering social and

environmental innovation

RESPONSIBLE

HUMANFrom Aveda to

Pixar, more purpose and more

empathy for people

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3. EMBRACE THE POWER OF NETWORKS AND PARTNERS

DESIGNEDRESPONSIBLE

AND PARTNERS ...

From Nintendo to Shanghai Tang,

function and formthat enables

more

Aravind and Tesladelivering social and

environmental innovation

RESPONSIBLE

Current TV and Threadless,

co-creating anduser-generated

Alibaba and Lego, connecting your customers and

NETWORKED COLLABORATIVE

user-generatedpartners

HUMANFrom Aveda to

Pixar, more purpose and more

empathy for people

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ICONIC

4. BRINGING IT ALLTOGETHER

Apple and Obama embracing stories,

distinction andaspirations

ICONIC

DESIGNEDRESPONSIBLE

TOGETHER ...

From Nintendo to Shanghai Tang,

function and formthat enables

more

Aravind and Tesladelivering social and

environmental innovation

RESPONSIBLE

A NEW KIND

Current TV and Threadless,

co-creating anduser-generated

Alibaba and Lego, connecting your customers and

NETWORKED COLLABORATIVEOF BUSINESS

user-generatedpartners

HUMAN AGILEFrom Aveda to

Pixar, more purpose and more

empathy for people

LiveNation and Zipcars and the speed of Asia,

Youth and change

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INSPIREDINSPIRED BUSINESS

MORE CREATIVE

MORE DISTINCTIVEMORE DISTINCTIVE

MORE PROFITABLE

ICONICApple and Obama embracing stories,

distinction andaspirations

ICONIC

RESPONSIBLEDESIGNEDFrom Nintendo to Shanghai Tang,

function and formthat enables

more

Aravind and Tesladelivering social and

environmental innovation

RESPONSIBLE

Current TV and Threadless,

co-creating anduser-generated

Alibaba and Lego, connecting your customers and

NETWORKED COLLABORATIVE

user-generatedpartners

HUMAN AGILEFrom Aveda to

Pixar, more purpose and more

empathy for people

LiveNation and Zipcars and the speed of Asia,

Youth and change

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THE DONUT BUSINESSTHE DONUT BUSINESS

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INSPIRINGINSPIRING LEADERSHIP

THE DONUT BUSINESS

DRIVEN BY THE OUTSIDE WORLDDRIVEN BY THE OUTSIDE WORLD

WHERE BIGGEST IS NO LONGER BEST

AND THE BEST IDEAS ARE OUTSIDE NOT INSIDE

BECOMING A NEW MARKET LEADER

MORE CREATIVE, COLLABORATIVE, COMPETITIVE

BECOMING A NEW MARKET LEADER

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THE NEW MARKET LEADERSTHE NEW MARKET LEADERS

BE BOLD BE BRAVE BE BRILLIANTBE BOLD. BE BRAVE. BE BRILLIANT.

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peterfisk@peterfisk.comtheGeniusWorks.com

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