The Future of Technology Professionals

Prof. Peter FiskIE Business School and GeniusWorkswww.theGeniusWorks.com

THE FUTURE OF TECHNOLOGY PROFESSIONALSGAMECHANGERS

We all know that technology is changing the world, in ways and at a rate like never before.

Alibaba’s $28bn sales in one day, Pokemon Go reinventing the hybrid world of gaming, remote diagnostics of aircraft as they fly above us, personalisation of offers with iBeacons as we browse a store. We see the accelerated adoption of everything from mobility to the internet of things, robotics to augmented reality, driverless cars and renewable energy, blockchain processes and 3d printed body parts.

The real question is how technology is being most effectively harnessed in organisations to guide new possibilities, to be a driver of strategy and catalyst of innovation, rather than just a support function. How too are technology professionals, from CTO to IT Help Desks, changing their role in organisations, to enable leaders and managers to make sense, harness the full potential, and effectively deliver the organisations and innovations of the future.

In his keynote to the world’s leaders of technology professionals, Peter Fisk explores:

1. the changing role of technology in the business, from transactional to transformational, from enabling platforms to distinctive experiences.

2. the necessary role of technology people in business, from support function to executive leadership, from technical skills to innovation visionaries

3. the opportunity for technology professional networks and associations, from educator to enabler, from passive membership to active movement.

The driving forceof technology

in business

The changing roleof technologyprofessionals

The new opportunitiesfor technology

professional networks

We live in an incredible time

Virtual world becomes real

Spectacles to Snapchat

Unlimited executive jets

Uber becomes Eats

Driverless in Singapore

$85bilion to be more human

Alibaba’s $28bn Day

Your DNA for $99 by 23andMe

Robot heart surgery by DaVinci

OneWeb’s global internet for all

Udacity nanodegrees for the future


in business

Anything is possible

2010Pop 6.9BnGDP $63T

G7


E7

E7 = China, Malaysia, Chile, Poland, Peru, Mexico, Philippines


G7


E7

Tectonic shifts

EastSmall

WestBig

ProfitVolume

ConsumerPull

Individual

BusinessPush

Average

ImaginationCapability

+genius

TalentExperienceExponentialImprovement

Megatrends 2025

Human Technology

Global

Personal

Circular Economy

Reputation andPrivacy

CollaborativeConsumption

AnytimeAnywhere

Wearables and Sensors

Primary Megatrends

Enabling Megatrends

SupportingMegatrends

Human Technology

Global

Personal

Circular Economy

Robotics and Intelligence

Big Dataand Clouds

Smart Cities &Creative Hubs



Social Change and New Tribes

Wellbeing andBiotech

AnytimeAnywhere


Primary Megatrends

Enabling Megatrends


Human Technology

Global

Personal

Connectivity &Convergence

New Business Models

Circular Economy

Robotics and Intelligence

Big Dataand Clouds

Smart Cities &Creative Hubs



Social Change and New Tribes

Wellbeing andBiotech

Emerging markets

Urban Livingand Travel

AnytimeAnywhere

3D Printing &Smart Systems


Primary Megatrends

Enabling Megatrends


Shaping the future

es

1. 23 & Me2. Aravind3. Editas4. Genentech5. Intuitive Surgical6. NarayanaHosp7. Organova8. PatientsLikeMe9. Scanadu10. Second Sight

1. Amazon2. Aussie Farmers3. Etsy4. Farfetch5. Le Pain Quotidien6. Pinterest7. Positive Luxury8. Rackuten Ichiba9. Trader Joe’s10. Zappos

1. Apple2. Beauty’in3. DJI4. Go Pro5. Lego6. Method7. Natura8. Nike+9. Oculus Rift10. Renova

1. Alibaba2. ARM3. Bharti Airtel4. GE5. Google X6. OneWeb7. Raspberry Pi8. Samsung9. Slack10. Xiaomi

1. Aeromobil2. Air Asia3. Airbnb4. CitizenM5. Emirates6. Kulula7. RedBus8. Uber9. Virgin Galactic10. Zipcars

1. 3DHubs2. Corning3. DP World4. Dyson5. Embraer6. Local Motors7. Space X8. Syngenta9. Tata10. Tesla

1. Brewdog2. GrameenDanone3. Graze4. Juan Valdez 5. LA Organic6. Moa Beer7. Modern Meadow8. Nespresso9. Yeni Reki10. Zespri

1. Ashmei2. 1Atelier3. Desigual4. Jonny Cupcake5. Inditex6. Patagonia7. Rapha8. Shang Xai9. Threadless10. Tom’s

1. Aspiration2. Fidor3. First National4. Moven5. M-Pesa6. Robinhood7. Square8. TransferWise9. Umpqau10. Zidisha

1. Al Jazeera2. Buzzfeed3. Netflix4. Pledge Music5. Red Bull6. RiotGames7. Snap8. Ushahida9. ViceMedia10.WeChat

futureproduct futurefashion futurefood

futurehealth futuretech futuremakersfuturebank

futuretravel

N/S American brands European brands African/Arab brands Asia/Pacific brands

futuremedia

1. Ashoka2. AzuriTech3. GraalBio4. IBM Watson5. IDEO6. Kickstarter7. Li & Fung8. Live Nation9. Salesforce10. Y Combinator

1. Bitcoin2. Bhutan3. City FC4. The Elders5. FanDuel6. ParkRun7. Michelle Phen8. Planetary Res9. Udacity10. You

futureservice futurebrands

© Peter Fisk [email protected]

www.theGeniusWorks.com

futurestore


in business


audacious

networked

intelligent

collaborative

Change

Whyenabling

I need visionary thinker and innovator …

DISRUPTIVETECHNOLOGIES

+genius

+genius

Moonshot thinking

Why be 10% better?

When you could be 10x better?

Rethinking how markets work

+genius

Rethinking experiences

Rethinking business models

The role of technology professionals

Top jobs in next 5 years

Leading “ideas and networks” companies

Leading “ideas and networks” companies

Future-back strategiesDesign thinkingNew business modelsEcosystem developmentSmart, exponential growth

ß

ß

ß

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Future back

Smart choices

Innovative strategy

Value Proposutions

Make it happen

ß

ßß

ß

ß

Design thinking

Framing context

Creative Fusions

Business Models

Accelerate action

Page 16

Visi

on 3

Visi

on 2

Visi

on 1

Deliv

erab

les

3

Deliv

erab

les

2

Deliv

erab

les

1

Resu

lts 3

Resu

lts 2

Resu

lts 1

Horizon 1 delivers

excellence and quick wins

Horizon 2 delivers

new concepts and extensions

Horizon 3 delivers

breakthroughsand a new core

What products and services do we bring together for our customers?

Customers Communication PartnersOfferings

Channels

Relationships Processes

Revenue streams Pricing models Cost streams Investments

Who are our target segments of customers and users?

Which types of distribution channels will we use to reach customers?

What kind of relationship do customers seek with us, and each other?

Who are the external partners to help us create and deliver the offerings?

What distinctive assets do we have to use in existing or new ways?

What benefits do we enable our customers to achieve?

What are the main internal activities to create and deliver the offerings?

What are the main sources of revenue, and which could be largest?

How, when and how often will we charge customers?

What are the most significant ongoing costs to create and deliver the offerings?

How much do we need to spend before we start earning?

Proposition

ResourcesWhat are the main internal resources to create and deliver the offerings?

Assets

Products & Services

What brand do we use? What are the key messages, and how do we engage customers?

Customer BrandJobsGains

Pains

What benefits does the customer expect or desire, both rational and emotional?

What are the negatives in their current experience, bothRational and emotional?

What is the customer trying to do – the job they want to do, or new goal to achieve? Gain creators

How do the products and services create customer gain, for example savings that make them happy, or deliver outcomes beyond expectations?

Pain relievers

Products and services

How do the products and services remove the negatives,eg save time and effort, make them fee better, remove negative impacts, or fears?

What are all the product and service components that enable the customer to achieve their job?

2021Where are the relevanthigh growth markets?

2018

2016

Who are the relevant high growth customers?

What are the relevanthigh growth categories?

What are the relevant high growth

products/services?

2021

2016

Idea

Create

Improve

Pivot

Accelerating innovation and future growth

IT support is boring, isn’t it?

For the customer, it’s life or death


in business


The new opportunitiesfor technology

professional networks

Harley Davidson

Harley Holidays

+genius

Building communities

+genius

+genius


Communities based on common features

Place, Activity, Professionwith practical support

eg services

+genius

+genius




eg services

Communities based on useful connections

Network, resources, knowthat facilitate people

eg education




eg services

Communities based on useful connections

Network, resources, knowthat facilitate people

eg education

Communities based on shared aspiration

Purpose, ideas, possibilitieswhich enable success

eg new agendas

+genius

To be the next Lei Jen

Navigating the future

What will you do?

Acting with speed and agility

Connecting ideas and

people

Passion to make life

better

Having an audacious

attitude

Shaping your own

vision

Making sense of change

Persisting to make it happen

Be boldBe brave

Be brilliant

+genius

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, surrounded by the Royal Parks of King Henry VI and his hunting deer. He is married with two teenage daughters, who keep him real and in touch with the Snapchat, Netflix lifestyles of Gen Z.

Inspired by his first job in the airline world, he loves to travel far and wide, indulge in Asian food, together with a well 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.

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 projects, combining new ideas with practical action, inspiration and impact. Helping you to find your own space, to be leaders of change – to be bold, brave and brilliant.

Email: [email protected]

Phone: +44 7834483830

Twitter: @geniusworks

Website: theGeniusWorks.com

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Peter Fisk

www.theGeniusWorks.com