At last, a more inspired approach to business. Business Genius
describes how to grow your business more effectively through
intelligent strategy and imaginative leadership, radical innovation
and sustained change. Combining the entrepreneurial passion of a
start-up with the commercial rigour of large enterprises… this is
for everyone who seeks the inspiration to think and act
differently.
Business Genius helps you drive more profitable, sustainable
growth in today’s fast changing and connected markets. It
explores the challenges of strategy and innovation, leadership and
change as you grow your business, and yourself, in order to achieve
high performance.
From the craze for Crocs to the cool of Diesel, the secrets of
Kikkoman and energy of Red Bull, the vision of Google and
disruption of Current TV, the revolution of P&G and the
phenomenon of Umpqua – the book captures the best insights
from around the world, and a new agenda for today’s
business.
Seeing things differently is the foundation of genius.
Connecting your left and right brain to think more holistically,
exploring opportunities from the future back as well as now forward
– then doing business from the outside in rather than the
inside out, in order to turn radical ideas into practical
action.
Daftar Isi
Credits ix
About the author x
Inspiration 1
Part 1 Right brain, left brain 14
Track 1: Fast Growth 17
1.1 The seven lives of business 20
Insight 1: Crocs 27
1.2 The engine of value creation 30
Insight 2: Red Bull 37
1.3 Platforms for accelerating growth 39
Insight 3: GE 48
Track 2: Business Bubbles 53
2.1 Riding the growth waves 57
Insight 4: Kikkoman 59
2.2 Business hotspots 61
Insight 5: Second Life 67
2.3 Unlocking the growth drivers 70
Insight 6: Li & Fung 74
Track 3: Entrepreneurial Leaders 77
3.1 Seven Lives, Seven Leaders 79
Insight 7: Apple 81
3.2 Entrepreneurs, Leaders and Managers 85
Insight 8: Shanghai Tang 91
3.3 The new business leaders 93
Insight 9: Umpqua Bank 97
Part 2 Future back, now forward 102
Track 4: Growth Markets 105
4.1 Finding new markets first 108
Insight 10: Nike 111
4.2 Growing with adjacency 115
Insight 11: Disney 119
4.3 The best markets 123
Insight 12: Tchibo 125
Track 5: Smarter Strategies 129
5.1 Business with a high purpose 131
Insight 13: Diageo 134
5.2 Making the right choices 138
Insight 14: Natura 145
5.3 Business Jazz 147
Insight 15: Gucci 152
Track 6: Business Innovation 155
6.1 Getting a new worldview 157
Insight 16: Cirque du Soleil 161
6.2 The power of concepts 163
Insight 17: 3M 166
6.3 Disruptive Creation 168
Insight 18: Zara 177
Part 3 Outside in, inside out 182
Track 7: Customer Power 185
7.1 Deep diving for insights 188
Insight 19: Diesel 192
7.2 Getting a customer perspective 196
Insight 20: FC Barcelona 199
7.3 Being a customer business 203
Insight 21: Bang & Olufsen 205
Track 8: Brand Propositions 209
8.1 Brands that define you 211
Insight 22: Chupa Chups 215
8.2 Propositions that engage you 217
Insight 23: Stella Artois 222
8.3 Experiences that do more for you 224
Insight 24: Tate Modern 227
Track 9: Market Networks 231
9.1 The power of networks 233
Insight 25: Net a Porter 234
9.2 Customer Networks 237
Insight 26: Current TV 239
9.3 Network marketing 241
Insight 27: News Corporation 244
Part 4 Radical ideas, practical action 248
Track 10: Energizing People 251
10.1 Building a passion for people 255
Insight 28: Google 258
10.2 Living the new workstyle 262
Insight 29: Ferrari 267
10.3 Igniting your own potential 269
Insight 30: Fedex 271
Track 11: Inspiring Change 275
11.1 The agenda for change 279
Insight 31: Proctor & Gamble 281
11.2 Making change happen 284
Insight 32: Marks & Spencer 289
11.3 Transformational leaders 292
Insight 33: Haier 294
Track 12: Delivering Results 297
12.1 Building the invisible business 298
Insight 34: Green & Blacks 302
12.2 Managing for high performance 305
Insight 35: Porsche 309
12.3 Searching for the edge 312
Insight 36: Berkshire Hathaway 315
The Genius Lab 320
Business Brainscan 327
More Genius 336
Index 341
Tentang Penulis
Peter Fisk is a highly experienced business strategist,
consultant to business leaders worldwide, an inspiration business
speaker and a business entrepreneur. He has spent many years
working with the likes of British Airways and Coca-Cola, Marks
& Spencer and Microsoft, Virgin and Vodafone.
He is author of the best-selling book Marketing Genius,
which has been translated into 24 languages, and The complete CEO.
he is described by Business Strategy Review as ‘one of the
best new business thinkers’.
Peter started his career as nuclear physicist, before getting into
the supersonic world of marketing at British Airways with roles in
brands and marketing, strategy and leadership development.
He was CEO of the world’s largest professional marketing
organization, the Chartered Institute of Marketing. He also led the
global strategic marketing consulting team of PA Consulting Group,
was managing director of Brand Finance, and a partner of strategic
innovators The Foundation.
He is founder and CEO of The Genius Works, helping business leaders
around the world to think differently – to develop and implement
more inspired strategies, innovation and marketing. He recently
launched The Marketing Fast Track and hosts CNBC’s The
Marketing Show.
He is an accomplished international speaker on all aspects of
business Strategy and leadership innovation and marketing,
customers and brands. He is thoughtful and considered, provocative
and entertaining – capturing what’s hot, what works, and what’s
next.
He defines the merging agenda for business, working across the
world with companies and their leaders, to make the best ideas
happen practically and successfully.
For more information visit www.thegeniusworks.com or email
[email protected]
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