‘Gamechangers sets a new record for brilliant ideas per page. global brands, he is able to inspire you to adopt different ways If you can’t fi nd inspiration from the brilliant strategies of of thinking and working, with highly relevant applications for 100 gamechanging companies, you might want to consider those of us operating in Asia’ another line of work’ Ajit Gunewardene, Deputy Chairman, John Keells Ken Segall, author of Insanely Simple: The Obsession Holdings Plc That Drives Apple’s Success ‘Gamechangers is more than a review of the key movers and ‘You will never look at brand building the same again. shakers in today’s industrial world; it’s an in-depth view of Gamechangers explodes with refreshing strategies and ideas how the commercial world is viewed by the most innovative to take your brand to the next level!’ businesses, and how they make the difference’ Paulo Miguel Periera da Silva, CEO of Renova Stuart Brooke, Founder and Managing Director, ashmei ‘In 1940 Henry Ford said that one day somebody would ‘This book provides fascinating insights into leading combine a car and aeroplane. At Aeromobil we made that businesses that are shaping their markets in their own vision happen. You too can be a Gamechanger with Peter’s excellent and driving innovation and growth’ guide to disruptive innovation’ Lain Jäger, CEO of Zespri International, New Zealand Stefan Klein and Juraj Vaculik, Co-Founders of ‘Gamechangers are the businesses who make sense of our AeroMobil fast-changing world, and drive innovation in everything they ‘Peter is the Einstein of marketing and has just solved the do, in order to be winners today and tomorrow. In India, there elusive theory of business success. This book is like a is more opportunity than ever to innovate and grow. Every magical lens that will allow you to see a world in business in Indian business needs to be a gamechanger!’ which you can always win. You will think differently, see links Manish Sharma, Managing Director, Panasonic India & that you never saw before and play the ‘game’ knowing you South Asia cannot lose. Peter goes one step further by proving how ‘Captures provocative lessons from an enormous range ordinary people have created extraordinary businesses - it is of recent innovations, spanning many different categories impossible to imagine business success without this book’ and countries. The result is a highly stimulating toolkit that Mark Pitt, CEO, Virgin Australia New Zealand challenges marketers to see things and do things very ‘At Thinkers 50 we aim to identify the best business thinkers. differently’ We have featured Peter Fisk because his work consistently Andy Bird, Co-Founder of Brand Learning challenges the status quo. He seeks out best practice wherever ‘Fisk succeeds in providing an entertaining, lucid and it may be and shares it with the world. Gamechangers is far- innovative analysis of disruptive companies that are ranging and important. It delivers on its promise’ transforming the landscape of all global industries. Highly Stuart Crainer & Des Dearlove, founder of Thinkers 50 recommendable for those entrepreneurs aiming at changing ‘Peter is able to succinctly capture the key dynamics in this the rules of the business game as well as for managers whose fast-changing world of business and brands, and challenging mature businesses are threatened by new entrants’ one’s own strategic imperatives. Through insights drawn from Santiago Iniguez, Dean of IE Business School, Madrid ‘Unlike any business book you’ve ever read, celebrated brand ‘We met Peter a year ago during our perpetual trip around the guru Peter Fisk asks you “are you ready to play the game?” world. We were meeting brands with a purpose and sharing Fisk argues that “the best businesses go to where the future their stories to inspire other people. He asked us during that is”, then he takes you on a kaleidoscopic tour of that very meeting: “Are you ready to change the world?” Now that we’ve future, opening-up a multitude of new horizons. In a world read the manuscript… we can’t wait to apply the method to our limited “only by your imagination”, Gamechangers invites business’ you to stretch your own imagination, so as to advance in the Anouk Pappers and Maarten Schäfer, co-founders competition for new ideas. Warning: while you are reading this, of CoolBrands, Netherlands and authors of Around the others are changing your game!’ World in 80 Brands Bill Fischer, Professor of Innovation Management, ‘This is the most original and practical book. Any marketer who IMD, Lausanne, Former President and Dean, China-Europe skips this book is missing a huge opportunity to get “genius” International Business School (CEIBS), Shanghai ideas from the father of 21st century business thinking’ ‘Peter Fisk fi res up a mosaic of thinking beyond Handi Irawan D, CEO of Frontier Consulting Group, business through this brilliantly enunciated century of Indonesia stories. Gamechangers is sheer intellectual capital that ‘A great framework that is insightful, colorful, simple, and easy everyone needs to dig, grow, store, sell and share to make this to put into practice. A must read for any ambitious executive’ world an interesting place not just for doing business but for all Tanyer Sonmezer, CEO, Management Centre, Turkey of us to live’ ‘Peter Fisk is one of the great marketing polymaths of our age. S. Subramanyeswar, National Planning Director, Lowe Gamechangers is the latest brilliant episode in his crusade Lintas, India to transform the way marketing creates sustainable business ‘Peter has captured in Gamechangers the essence of the future and brand value. A tour de force and a must for every self direction in business. A book to be included in all business -respecting CEO’ libraries’ David Haigh, Founder and CEO of Brand Finance plc Labeed S. Hamid, President, Middle East Management ‘A veritable alphabet of brands that are changing the world as Centre, Dubai we know it. Peter is one of the very few who really changes our ‘A stunning book that will be ‘current’ for at least the next ten understanding of business rather than simply observing it’ years. No blind theories or wild thinking, just clear and game- Shaun Smith, co-author of Bold: How to be brave in changing insights based on profound research’ business and win Ward Vandorpe, Managing Director Expert Marketer ‘Gamechangers is an inspiring must-read for organizations Magazine, Belgium who are facing transformational change to their business ‘If you’re curious about what the future could be, and would model and are seeking practical ideas which can be easily also like to be one of those that create it, then this book is executed to drive positive results’ for you’ Peter Hardwick, SVP Sales and Marketing, Canada Steve Gilroy, CEO of Vistage International Apotex Inc ARE YOU READY TO CHANGE THE WORLD? CREATING INNOVATIVE STRATEGIES FOR BUSINESS AND BRANDS PETER FISK This edition fi rst published 2015 © 2015 Peter Fisk Registered offi ce John Wiley and Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom For details of our global editorial offi ces, for customer services and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com. The right of the author to be identifi ed as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher. 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Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with the respect to the accuracy or completeness of the contents of this book and specifi cally disclaim any implied warranties of merchantability or fi tness for a particular purpose. It is sold on the understanding that the publisher is not engaged in rendering professional services and neither the publisher nor the author shall be liable for damages arising herefrom. If professional advice or other expert assistance is required, the services of a competent professional should be sought. Cataloging-in-Publication Data is available from the Library of Congress A catalogue record for this book is available from the British Library. ISBN 978-1-118-95697-7 (paperback) ISBN 978-1-118-95695-3 (ebk) ISBN 978-1-118-95696-0 (ebk) ISBN 978-1-119-06533-3 (ebk) Cover Design & Image: Parent Design Ltd. Set in 10/12pt Rockwell Std Light by Aptara, New Delhi, India Printed in Great Britain by Bell & Bain Ltd, Glasgow I AM A GAMECHANGER I believe in the future.