futurefood TM

An accelerated innovation experience for business leaders

exploring the big issues, new ideas, and lead practices

shaping the future of food and drink … and how you can win.

“FutureFood” is a global insight and innovation project

to develop the next generation of food and drink …

From Absolut to Aeroshots, Juan Valdez to Yeni Reki…

through more local and authentic, but also alternative

and molecular, convenience and indulgence, fashion

and entertainment … what is the future of food and

drink, in general, and for your business?

Exploring both physical and digital retail formats, we

bring new insights and ideas, stimulus and surprise

from retailers, and related experiences around the

world. Fast and creative, we encourage you to

participate with peers in your local market, to explore

the possible futures through collaborative

development.

Of course, your business can get an advantage by

shaping the future of food … understanding it better

than your competitors, thinking bigger and smarter,

and implementing your best ideas better and faster.

Futureworld: how food and drink are changing,

the visionaries, innovators, and market makers

Gamechange: new concepts, harnessing

technology and business models creatively

Betterplace: a new vision for retailing locally

and globally, practical, profitable.

Highly interactive, collaborative,

innovation workshop for

senior executives.

Ideally over 3 days to enable time

for exploration, application, and

future vision, possible strategies

and innovative thinking.

But also available in shorter

workshop formats.

Graze. Healthy snack boxes bought by

subscription, delivered to your desk.

Moa Beer. Super premium beers from

New Zealand, with very creative IPO

Zespri. Nothing tastes as zesty as New

Zealand’s premium branded kiwi fruit

Yeni Reki. Turkey’s heritage drink,

move of a way of being, spreading afar.

Nespresso. The coffee machine, with

the little pods of caffeinated desire

LA Organic. Philippe Starck transforms

Spanish olive oil with his funky design.

Isis Organic. Egypt’s authentic, organic

brand, from cotton to margarine to oil.

Juan Valdez Café. The best coffee, and

coffee shops across Colombia.

Grameen Danone. Building a brand on

a million home-dairies in Bangladesh

Chotokool. India’s Godrej create simple

cool boxes for those without fridges.

Aeroshots. Mouth sprayed food with all

the nutrition of the physical stuff..

Absolut. Pernod Ricard constantly

innovating content, package and ads.

.

“Futureproof" your business, bringing together your top team

for three inspiring days. Challenging and provocative,

stretching and enlightened …

Re-think your direction, re-focus your priorities, re-energise

your leaders, your strategy and business.

1. Futureworld. How has your world changed? What are the

new customer priorities? Who are the new thinkers and

innovators? Where are the best opportunities?

2. Gamechange. How can you shape your markets, change

the game? What does it mean for your business direction

and structures? How could you work smarter, do more,

better?

3. Betterplace. Where should you innovate to grow? How

should you invest your capital, and reduce costs? What are

the imperatives for change, and what difference will it

make?

“FutureFood” is part of the “Gamechangers”

project exploring the future of business . The

collaborative workshop is developed and

facilitated by business innovation expert

Peter Fisk and local colleagues.

It is ideally a three-day team-based experience enabling

time for exploration, application and development .

Each participant receives a post-workshop “Future Map”

that brings together the best ideas explored, and that

you developed for the future of your business.

… a better starting point for a new vision,

business strategies and innovation.

.

This is a customised version of the

“FastFutures” business innovation experience

which is used with senior executives across all sectors as

a fast and inspirational three days in which leaders

rethink, refocus and reenergise their business direction.

© GeniusWorks 2013

How are you embracing the new consumer agenda,

the changing needs and aspirations

of your target audiences?

+genius

We combine big trends

with specific insights …

Exploring what matters

most to your consumers

in today’s post-crisis

uncertain world.

© GeniusWorks 2013

© GeniusWorks 2013

Splash out on dinner at Heston Blumenthal’s Fat Duck

restaurant, and you might find an iPod accompanies your

seafood risotto. Sounds of the sea enhance the perceived

freshness and flavours, and can also affect our sense of

sweetness and saltiness.

Caterpillars, already popular in Africa, contain 28mg of

protein per 100g, more than minced beef, and add 35mg of

iron too. If you’re in search of a calcium boost, try

grasshoppers.

Rising food prices, the growing population and

environmental concerns make food one of the big debates

for governments, and interest areas for investors. Meat

production takes up huge amounts of land, consume water,

diverts crops from humans, and adds to carbon emissions.

Insects, perhaps rebranding as micro-protein, could

become a staple of our diets – low cost, requiring little

space or water. With 1500 edible species, we could soon

be tucking into nutritious crickets and grasshoppers,

ground into burgers. Wasps are a delicacy in Japan.

If you still want meat, your next steak could be sourced

from a test-tube. Strips of muscle tissue using stem cells

taken from cows, a little like calamari to look at, are grown

in a lab, and then shaped to expectation, similar to

existing meat substitutes such as Quorn. Of course you

could just become vegetarian, and still get a balanced

diet.

Another source of improved eating, is sensory-

engineering. Scientists have shown that look and smell

affect how we taste. Condiment Junkie, a sonic-branding

company is exploring how certain frequencies can

compensate for sugar in foods, thereby improving health,

as well as enhancing the whole cooking and eating

experience.

However the most significant source of future food is likely

to come from algae. 145 species of green, red, and brown

seaweed is already eaten in huge quantities across Asia,

often as a delicacy. Ground into other foods, its strong

flavour can dramatically reduce the amount of salt used,

for example in bread or prepared meals. Algae farming,

for food as well as energy, could become the world’s

largest crop industry by 2030.

© Peter Fisk from the new book ”Gamechangers”

As the world changes, how are you changing?

How will you embrace the power shifts, mindset flips,

technological impacts, consumer expectations,

and changing rules of the business world?

© GeniusWorks 2013

How will you embrace the best new ideas and

next practices which you see all around you

in the changing business world?

© GeniusWorks 2013

gamechange

© GeniusWorks

For discussion 14 June 2012 betterplace

Future

Back Making sense of all the

existing research to

cluster, stretch and

challenge the insights ,to

explore new spaces and

new language.

Parallel

Worlds

Market

Disruptors

Ideas

Fusion Learning from similar

markets (sectors,

segments, geographies)

to explore customer

behaviour and new ideas

and applications.

Definition of all the real

and assumed “rules” of

for consumers and

brands, then creatively

“break” each of the rules

and explore alternatives.

Collating the many ideas

generated, clustering

them into themes and

bigger ideas as

hypothesis-based

problem solving.

Value

Propositions

Inspiring

Vision

Strategic

Horizons Articulating options for

value propositions based

on consumer insight and

competitive positioning,

articulating key benefits

and potential pricing.

Working “future back” to

articulate a vision for the

brand, how it makes

peoples’ lives and world

better, and how it shapes

the market and mindset.

Mapping the strategic

pathway with key

moments towards the

vision, defining what will

be delivered by when,

and the business impact.

Context

Framing Reframing issues and

ideas in new contexts in

order to enable richer

solutions. Defining the

contexts based on new

enablers and energisers

Creative

Narratives

Using “pyramid logic” to

articulate themes and

messages from a

consumer perspective,

making the brand idea

relevant and compelling.

Action

planning

Design

Direction

Brand

Platform

Mapping the key work

streams against the

horizons in order to

deliver the brand

practically in a way that

works from outside in.

Translating the brand

concept into iconic

symbols, colours, motifs,

words, language and

experiences to inform all

aspects of brand design.

Developing a number of

strategic concepts and

themes around which to

build products, design

communication and sales

as a coherent evolution.

Think Tools

DesignTools

BrandTools

With practical tools to provide stretch, provocation

and challenge; structure, facilitation and

connections, helping to open up, and close down …

© GeniusWorks 2013

© GeniusWorks 2013

Example outputs

Peter Fisk is a business and brand innovation expert.

He is a strategic advisor to business leaders on winning strategies and bolder brands, smarter

innovation and better marketing … making sense of fast-changing markets, learning from the next

generation of brands, digital and physical, large and small, west and east, new ideas and practical

solutions … inspiring and enabling you to innovate and win in the exciting new world of business.

He was recently described by Business Strategy Review as “one of the best new business thinkers” and

is in demand around the world as a strategic consultant and energising speaker.

Peter leads GeniusWorks, a business innovation specialist based in London, and works with senior

management worldwide to “see things differently” – to develop and implement more inspired

strategies for brands, innovation and marketing. FastFuture is a strategy accelerator for leadership

teams, InnoLab is a facilitated innovation process based on deep customer insights and creative

thinking, and BrandOptima is a platform to develop better brands and brand portfolios. He also offers a

broad range of development workshops, combining new ideas, next practices and effective action.

His next book is Gamechangers …about the next generation of businesses - from Alibaba to Zipcars,

Ashmei to Zynga - who are transforming markets with bolder brands, smarter innovation and clever

marketing. They play by different rules, embracing the growth of emerging markets and power of

digital networks, human design and social entrepreneurship, and they win with better results.

His previous books include Creative Genius bringing together entrepreneurs and artists, rockstars

and rockets scientists, in "the essential guide to innovation for business leaders". Marketing Genius

explores the left and right-brain approaches to competitive success (translated into 35 languages!),

Customer Genius describes how to build a customer-centric business, Business Genius is about

inspired leadership and strategy, whilst People Planet Profit explains how to grow, and be good.

Peter grew up in the remote farming community of Northumberland, in the North East of England, and

after exploring the world of nuclear physics, joined British Airways at a time when it was embarking

upon becoming “the world’s favourite airline” and managed brands like Concorde.

He went on to work with many of the world’s leading companies, helping them to grow more

profitably by becoming more customer-centric in their structure, operations and leadership. He works

across sectors, encouraging business leaders to take a customer perspective, and learning from

different types of experiences. His clients include American Express and Aeroflot, Coca Cola and

Cooperative Bank, GSK and Marks & Spencer, Microsoft and O2, Orange and Pfizer, Philips and Red

Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra and Virgin, Visa and Vodafone.

Previously he was CEO of the world’s largest marketing organisation, the Chartered Institute of

Marketing. He led the strategic marketing consulting team of PA Consulting Group, was MD of Brand

Finance and partner of The Foundation, before founding his own business, GeniusWorks.

.

Email: peterfisk@peterfisk.com

Twitter: @geniusworks

Website: www.theGeniusWorks.com

Project: www.NextGenerationBrands.com

The new breed of market leaders think and act differently. They fuse

digital and physical, global and local, ideas and networks. They win by

being smart, fast and connected – rather than through scale and

efficiency. They embrace all the new business tools - from empathetic

design to disruptive technologies, social media to sustainable innovation –

bringing them together for more impact.

These are the building blocks for you to come a gamechanger too.

• Human … customer-driven, human-centred emotionally-engaging business

• Creative … design and innovation, to think bolder , different and better

• Networked … built around networks and partnerships of supply and demand

• Social … social media and online communities, but local and tribal too

• Participative … crowdsourcing, co-creating, collaborating with customers

• Responsible … doing better by doing good, socially and environmentally

“Gamechangers: Next Generation Brands and Business

Innovation” … is the next book from Peter Fisk

including FutureFood in much more detail

Explore and collaborate with the work in progress at www.NextGenerationBrands.com

Business vision Masterclasses Gamechangers

Innovation Business summits Think Different

Brand strategy Customised training New Customer Agenda

Propositions Innovative Leaders Einstein Picasso

Business impact Winning Marketers GenY+SoLoMo=expG

Future

Innolab

Brandlab

optima

fast

Strategic consulting Practical development Inspiring keynotes

Contact Peter Fisk at peterfisk@peterfisk.com or +44(0)783448383 … new articles, book extracts, videos, and blog at www.theGeniusWorks.com

Exploring your biggest challenges and opportunities,

developing smarter strategies and innovative solutions

for implementation and profitable growth. Customised

approaches, built around these proven formats:

Fast, intense process helping executive

teams rethink purpose and strategy in a

fast changing world, and then to refocus

and reinvent the business for the future.

Recent clients: Cinnamon, Vodafone

Accelerated and collaborative three

phase process exploring insights,

designing concepts and delivering

innovative solutions for market success.

Recent clients: Savola Foods, Turkcell

Developing or extending your brand for a

better future, based on purpose and

relevance, differentiation and identity,

experience and effective delivery.

Recent clients: Aeroflot, Philosophy

Developing fresh, distinctive value

propositions for each target audience,

building on the brand to engage

customers and deliver better solutions.

Recent clients: TeliaSonera, Visa Europe

Exploring your biggest challenges and

opportunities, developing smarter

strategies and innovative solutions

implementation and profitable growth.

Recent clients: Microsoft, Pinar

Developing people to think different and act smarter in

the new business world, from summits and seminars, to

practical workshops and retreats, the content and

experience is designed around your people:

Inspiring, practical and stretching 1-2 day

seminars on future strategy and brands,

marketing and innovation applied to your

business issues and sector opportunities.

Recent clients: BNP Paribas, Skanska

Bringing your people together to rethink

and refocus their priorities and direction.

Designing and facilitating the format and

content to energise, connect and enable.

Recent clients: Hershey’s, Time Warner

Working with you to design better

programmes from 40+ modules, based on

team and personal capabilities and

priorities, qualifications and real impact.

Recent clients: Coca Cola, Eczacibasi

From 2d to 4d: command and control to

connecting and collaborating, catalysing

and creating, amplifying potential to

deliver business and market leadership.

Recent clients: Coty Beauty, Lastminute

Customer champions, business

innovators, growth drivers … how to

drive and align the business, and deliver

more business and market impact.

Recent clients: Nestle, Standard Life

Alibaba to Zidisha, Ashmei to ZaoZao, the next generation

of brands are shaping markets with new ideas and tools.

What does it take to compete, innovate and win in these

new markets? Example themes for keynote speeches:

How to shape your market in your own

vision, not live in the shadow of others.

How to innovate from the future back,

then win now forward. What is the future

of health, retail, travel and your world?

Steve Jobs was a genius and a geek, who

defied the rules of business to create new

markets, and phenomenal results. How

can you apply the magic of Apple to your

business, and Steve to your leadership?

What do post-crisis, digitally enabled,

globally influenced customers really

want? Connecting insights and trends, to

explore how you can do more for your

customers, and outthink the competition.

How to combine the analytical precision

and disruptive imagination of your left

and right brain to think bigger, simplify

complexity, shape the future, innovate

smarter, and make better decisions.

Young people, social media, mobile

marketing … connecting digital and

physical worlds, networks and content,

viral storytelling and target promotions

to deliver faster, exponential growth.

myworld

+genius

Email: peterfisk@peterfisk.com

Phone: +44 (0) 7834483830

Twitter: @geniusworks

Website: www.theGeniusWorks.com