Xmarketing: The Next Rules of Marketing

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
2010
Pop 6.9Bn
GDP $63T
G7
2020
Pop 7.7Bn
GDP $90T
E7
2010
Pop 6.9Bn
GDP $63T
G7
2020
Pop 7.7Bn
GDP $90T
E7
E7 = China, Malaysia, Chile,
Poland, Peru, Mexico,
Philippines
2010
Pop 6.9Bn
GDP $63T
G7
2020
Pop 7.7Bn
GDP $90T
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
Big
Volume
East
Small
Profit
+genius
Business
Push
Average
Consumer
Pull
Individual
+genius
Capability
Experience
Improvement
Imagination
Talent
Exponential
+genius
Exponential world
Exponential growth
Exponential growth
Exponential growth
Thickness
of folder
paper
Earth
House
Hand
Notebook
Fingernail
3 folds
7 folds
10 folds
17 folds
30 folds
Exponential growth
Human
progress
Human
Genome
World Wide
Web
Moon
landing
Light
bulb
Industrial
Revolution
Agricultural
Revolution
8000
years
120
years
90
years
22
years
9
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
2018
Making it happen
How do the products and services create customer gain,

for example savings that make them happy,
or deliver outcomes beyond expectations?
What is the customer trying to

do the job they want to do,
or new goal to achieve?
2021
Jobs
What benefits does the

customer expect or desire,
both rational and emotional?
Customer
Gains
Pains
2016
What are all the

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

current experience, both
Rational and emotional?
Gain creators
Brand
Pain relievers
Products and
services
Deliverables 2
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 the relevant

high growth
products/services?
Horizon 2
delivers
new concepts
and extensions
Horizon 3
delivers
breakthroughs
and a new core
Horizon 1
delivers
excellence and
quick wins
Results 1
2016
Results 2
What are the relevant

high growth
categories?
Deliverables 1
Vision 3
Who are the relevant

high growth
customers?
Deliverables 3
2021
Results 3
Where are the relevant

high growth
markets?
Vision 1
Growth hacking
Customer solutions
Vision 2
Market mapping
Page 16
Accelerating action
Design thinking
Context framing
Business models
Concept fusions
Customers
Who are our target segments of
customers and users?
Proposition
Offerings
Communication
What brand do we use? What are
the key messages, and how do
we engage customers?
Assets
What benefits do we enable our

customers to achieve?
GeniusWorks 2016
What are the main internal

resources to create and deliver
the offerings?
Products & Services

What products and services do
we bring together for our
customers?
Relationships
What kind of relationship
do customers seek with
us, and each other?
Revenue streams
What are the main sources of revenue,
and which could be largest?
Idea
Resources
Channels
Which types of distribution
channels will we use to reach
customers?
Partners
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?
Pivot
Pricing models
How, when and how often will we charge
customers?
Improve
Processes
activities to create and deliver
the offerings?
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?
Create
+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
1. Amazon
2. Aussie Farmers
3. Etsy
4. Farfetch
5. Le Pain Quotidien
6. Pinterest
7. Positive Luxury
8. Rackuten Ichiba
9. Trader Joes
10. Zappos
futurebank
1. Aspiration
2. Fidor
3. First National
4. Moven
5. M-Pesa
6. Robinhood
7. Square
8. TransferWise
9. Umpqau
10. Zidisha
futureproduct
1. Apple
2. Beautyin
3. DJI
4. Go Pro
5. Lego
6. Method
7. Natura
8. Nike+
9. Oculus Rift
10. Renova
futurehealth
1. 23 & Me
2. Aravind
3. Editas
4. Genentech
5. Intuitive Surgical
6. Narayana Hosp
7. Organova
8. PatientsLikeMe
9. Scanadu
10. Second Sight
N/S American brands
futuretravel
1. Aeromobil
2. Air Asia
3. Airbnb
4. CitizenM
5. Emirates
6. Kulula
7. RedBus
8. Uber
9. Virgin Galactic
10. Zipcars
futuretech
1. Alibaba
2. ARM
3. Bharti Airtel
4. GE
5. Google X
6. OneWeb
7. Raspberry Pi
8. Samsung
9. Slack
10. Xiaomi
European brands
futurefashion
futurefood
1. Ashmei
2. 1Atelier
3. Desigual
4. Jonny Cupcake
5. Inditex
6. Patagonia
7. Rapha
8. Shang Xai
9. Threadless
10. Toms
1. Brewdog
2. GrameenDanone
3. Graze
4. Juan Valdez
5. LA Organic
6. Moa Beer
7. Modern Meadow
8. Nespresso
9. Yeni Reki
10. Zespri
futuremakers
1. 3DHubs
2. Corning
3. DP World
4. Dyson
5. Embraer
6. Local Motors
7. Space X
8. Syngenta
9. Tata
10. Tesla
African/Arab brands
futureservice
1. Ashoka
2. AzuriTech
3. Graal Bio
4. IBM Watson
5. IDEO
6. Kickstarter
7. Li & Fung
8. Live Nation
9. Salesforce
10. Y Combinator
Asia/Pacific brands
futuremedia
1. Al Jazeera
2. Buzzfeed
3. Netflix
4. Pledge Music
5. Red Bull
6. RiotGames
7. Snap
8. Ushahida
9. ViceMedia
10. WeChat
futurebrands
1. Bitcoin
2. Bhutan
3. City FC
4. The Elders
5. FanDuel
6. ParkRun
7. Michelle Phen
8. Planetary Res
9. Udacity
10. You
Peter Fisk 2016
audacious
networked
intelligent
Change
Why
enabling
collaborative
Peter Fisk 2013

Gamechangers.pro
Rockets Creative Beer
+genius
Peter Fisk 2013

Gamechangers.pro
Lululemons Yoga Beer
+genius
Peter Fisk 2013

Gamechangers.pro
New Zealands 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
XMARKETING
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
2. Customer immersion
+genius
Business
Peter Fisk 2015

Customer
+genius
Design thinking. Customer insight. Brand framing.
GeniusWorks 2016
3. Platform innovation
+genius
Maker models
Make and
distribute
business model
eg CocaCola
Microsoft
Make and
sell direct
business model
eg BMW,
HSBC
License to
make
business model
eg ARM,
Ed Hardy
Channel models
Spectrum
retail
business model
eg Amazon
Marks & Spencer
Niche
retail
sin
bu ess model
eg ToysRUs, Wiggle
Curated
retail
business model
eg Fab,
Positive Luxury
Demand
then Made
business model
eg ZaoZao,
Threadless
Knowledge
and time
business model
eg McKinsey,
Harvard
Certification and
endorsement
business model
eg ISO,
Verisign
Peter Fisk 2015

Auction
retail
business model
eg eBay,
Sotheby
Franchised
retail
sin
bu ess model
eg McDonalds,
Subway
Remainder
retail
business model
Eg Saks,
Vente Privee
Crowd models
Membership
club
business model
eg Costco,
Quintessentially
Crowdfunded
ventures
sin
bu ess model
eg Kickstarter,
Zidisha
Opensourced
community
business model
eg RedHat,
MySQL
Multulevel
marketing
business model
eg Tupperware,
Natura
Group
buying
business model
eg Groupon,
Huddlebuy
Reverse
auction
business model
eg Priceline
Freemarkets
Payment models
Subscription
payment
sin
bu ess model
eg FT.com,
Graze
Regular
Replacement
business model
eg Gillette,
Nespresso
Shared
rental
sin
bu ess model
eg Zilok,
Hilton
Freemium
pay within
business model
eg Angry Bird,
Coursera
Pay as
you go
sin
bu ess model
eg AzuriTech
Techshop
Micro
payments
business model
eg Flattr
am
Gr een Danone
Exchange models
Buyer and seller
marketplace
business model
eg Etsy,
NYSE
Collaborative
consumption
business model
eg Buzzcar,
Regus
Branded
Consor tia
business model
eg Cisco,
Spar
Tradeable
currency
sin
bu ess model
eg Bitcoin
Air Miles
Transaction
facilitator
business model
eg Paypal,
Visa
Dynamic
pricing
sin
bu ess model
eg Expedia,
Uber
Asset models
Advertising or
Sponsorship
business model
eg Google,
Metro Newspapers
Listed or
Promoted
business model
eg Monster
Linkedin
Network
builders
sin
bu ess model
eg Hotmail,
Twitter
Reputation
builders
business model
eg Tripadvisor,
PaywithaTweet
Customer
data
sin
bu ess model
eg Facebook,
23andMe
Non-profit
business
business model
eg Oxfam
Wikipedia
+genius
Reinventing your business model

Customers
Who are our target (segments
of) customers (or users), and
what matters most to them?
Proposition
Offerings
Communication
What brand do we use? What are
the key messages, and how do
we engage customers?
Assets
What benefits do we enable our

customers to achieve?
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?
Resources
Channels
Which types of distribution
channels will we use to reach
customers?
Partners

resources to create and deliver
the offerings?
Products & Services

What products and services do
we bring together for our
customers?
Relationships
What kind of relationship
do customers seek with
us, and each other?
Revenue streams
What are the main sources of revenue,
and which could be largest?
GeniusWorks 2015
Pricing models
How, when and how often will we charge
customers?
Processes
activities to create and deliver
the offerings?
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?
4. Brand storytelling
+genius
+genius
Customer solutions that enable people to do more.

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

do the job they want to do,
or new goal to achieve?
Jobs
What are all the

product and service
components that
enable the customer
to achieve their job?
What benefits does the

customer expect or desire,
both rational and emotional?
Customer
Gains
Gain creators
Pains
Pain relievers
Brand
Products and
services
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?
GeniusWorks 2016
5. Social influencers
+genius
Customer
Customer
Movement
Co-enable
Co-consume
Co-design
Brandenabled
community
Customer
Co-create
Collaborative
Customer
Customer
Co-support
Customer
Co-sell
Collaborating with customers to achieve more.

Co-enable
Co-consume
Co-support
GeniusWorks 2016
Co-design
Co-create
Co-sell
6. Enabling experiences
+genius
Added value through

differentiation
Enabling
more
Integrated
journey
Empathetic
delivery
Distinctive
design
Commodity
product
Branded
experience
Personal
service
Branded
product
20c branded
coffee
2c coffee
beans
Added value through

relevance
$2 coffee
in store
Customers
experience
$20 lunch
with friends
7. Exponential impact
+genius
+genius
XMARKETING
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
+genius
Experience at Starbucks Reserve
Business
Peter Fisk 2015

Customer
+genius
Whats the problem?
Whats the solution?
Design thinking: solving the right problem
Design thinking: fast and evolving solution
IT support is boring, isnt it?
For the customer, its an emergency
+genius
Gamechangers of Beauty
Pat McGrath Labs Gold 001
Tatcha by Japanese Geisha
Isamaya Ffrenchs art beauty
The Organic Pharmacy
Michelle Phans 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
Influencer
Networks
Addictive
idea
Influencer
Influencer
GeniusWorks 2016
Advocates
Advocates
Networks
Networks
Inspirations for the beauty industry
Dollar Shave Club
Triangl via Instagram
Methods beautiful home
Renovas sexy bathrooms
Vice media for millennials
Nespresso Club
Red Bull Media House
Rapha Cycle Clubs
Teslas Supercharger Network
Maker models
Make and
distribute
business model
eg CocaCola
Microsoft
Make and
sell direct
business model
eg BMW,
HSBC
License to
make
business model
eg ARM,
Ed Hardy
Channel models
Spectrum
retail
business model
eg Amazon
Marks & Spencer
Niche
retail
sin
bu ess model
eg ToysRUs, Wiggle
Curated
retail
business model
eg Fab,
Positive Luxury
Demand
then Made
business model
eg ZaoZao,
Threadless
Knowledge
and time
business model
eg McKinsey,
Harvard
Certification and
endorsement
business model
eg ISO,
Verisign
Peter Fisk 2015

Auction
retail
business model
eg eBay,
Sotheby
Franchised
retail
sin
bu ess model
eg McDonalds,
Subway
Remainder
retail
business model
Eg Saks,
Vente Privee
Crowd models
Membership
club
business model
eg Costco,
Quintessentially
Crowdfunded
ventures
sin
bu ess model
eg Kickstarter,
Zidisha
Opensourced
community
business model
eg RedHat,
MySQL
Multulevel
marketing
business model
eg Tupperware,
Natura
Group
buying
business model
eg Groupon,
Huddlebuy
Reverse
auction
business model
eg Priceline
Freemarkets
Payment models
Subscription
payment
sin
bu ess model
eg FT.com,
Graze
Regular
Replacement
business model
eg Gillette,
Nespresso
Shared
rental
sin
bu ess model
eg Zilok,
Hilton
Freemium
pay within
business model
eg Angry Bird,
Coursera
Pay as
you go
sin
bu ess model
eg AzuriTech
Techshop
Micro
payments
business model
eg Flattr
am
Gr een Danone
Exchange models
Buyer and seller
marketplace
business model
eg Etsy,
NYSE
Collaborative
consumption
business model
eg Buzzcar,
Regus
Branded
Consor tia
business model
eg Cisco,
Spar
Tradeable
currency
sin
bu ess model
eg Bitcoin
Air Miles
Transaction
facilitator
business model
eg Paypal,
Visa
Dynamic
pricing
sin
bu ess model
eg Expedia,
Uber
Asset models
Advertising or
Sponsorship
business model
eg Google,
Metro Newspapers
Listed or
Promoted
business model
eg Monster
Linkedin
Network
builders
sin
bu ess model
eg Hotmail,
Twitter
Reputation
builders
business model
eg Tripadvisor,
PaywithaTweet
Customer
data
sin
bu ess model
eg Facebook,
23andMe
Non-profit
business
business model
eg Oxfam
Wikipedia
+genius
PatientsLikeMe
Nespresso
+genius
Nespresso
Customer
Customer
Movement
Co-enable
Co-consume
Co-design
Brandenabled
community
Customer
Co-create
Collaborative
Customer
Customer
Co-support
Customer
Co-sell
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
Teslas Supercharger Network
Added value through

differentiation
Enabling
more
Integrated
journey
Empathetic
delivery
Distinctive
design
Commodity
product
Branded
experience
Personal
service
Branded
product
20c branded
coffee
2c coffee
beans
Added value through

relevance
$2 coffee
in store
Customers
experience
$20 lunch
with friends
Nike+ Sports not Sportswear
+genius
+genius
Movements nike women
+genius
Rapha is a community
The 6Ds of Exponential Thinking
Exponential vision
Democratise
Demonitise
Dematerialise
Disruptive
Deceptive
Digitalise
GeniusWorks 2016
The 6Ds of Exponential Thinking

Democratise
Demonitise
Dematerialise
Disruptive
Deceptive
Digitalise
GeniusWorks 2016
What will you do?
Shaping
your own
vision
Making
sense of
change
Passion to
make life
better
Connecting
ideas and
people
Having an
audacious
attitude
Acting
with speed
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 todays 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 worlds 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 worlds largest marketing organisation,
the Chartered Institute of Marketing, he became a global authority on whats 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,
Hersheys 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.
Peters 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.
Email:
Phone:
+44 7834483830
Twitter:
@geniusworks
Website:
theGeniusWorks.com
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 Smiths fashion
design and House Caf in Istanbul, New Yorks MOMA to New Zealands 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.
77

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XMARKETING

THE NEXT RULES OF MARKETING

Professor Peter Fisk

Markets have changed. Customers have changed.

THE 10X RULES

THE 10X RULES

We live in an incredible time

Virtual world becomes real

Alibaba $28bn in one day

Uber and beyond

$85bilion to be more human

Unlimited executive jets

Quarzazate Solar Farm

Your future for $99

Robot heart surgery

Global internet for all

Nanodegrees in the future

Top jobs in next 5 years

Megacities: 70% by 2030

The new silk road

Climate change: 4 degrees

Ideas that spread

Networks that multiply

Addictive Ideas + Intelligent Networks = Exponential Growth

Innovative marketing for exponential growth

How do the products and services create customer gain,

What is the customer trying to

What benefits does the

What are all the

What are the negatives in their

How do the products and services remove the negatives,

What are the relevant

What are the relevant

Who are the relevant

Where are the relevant

What benefits do we enable our

What are the main internal

Products & Services

What distinctive assets do we

Why be 10% better?

When you could be 10x better?

Shaping the future

Gamechangers shaking up every market

N/S American brands

Peter Fisk 2013

Rockets Creative Beer

Peter Fisk 2013

Lululemons Yoga Beer

Peter Fisk 2013

New Zealands Moa Beer

Peter Fisk 2013

How could you change your game?

Peter Fisk 2013

How could you change your game?

THE NEXT RULES OF MARKETING

THE 10X RULES

The Next Rules of Marketing

What is 10x not 10% in your business?

The Next Rules of Marketing

Peter Fisk 2015

Design thinking. Customer insight. Brand framing.

The Next Rules of Marketing

Peter Fisk 2015