14 January 2016

Become your own game changer

Become your own game changer

Do you want to become the next Tesla, Über or Airbnb? Start by redefining your why, what, who and how, says English business guru Peter Fisk.

“Don’t just play the game – change the game,” were the closing remarks from English business guru Peter Fisk, when he presented his top 100 list of so-called game changers – companies who turn their markets upside down – at an EGN-seminar. 

The US military has defined the current state of our globe as VUCA: Volatile, uncertain, complex and ambiguous. Rather Peter Fisk prefers altering the acronym to Vibrant, Unreal, Crazy and Astounding.

As he sees it, it is a world of endless possibilities where anyone can become market leader in just five years and be the next Tesla, Über or Nespresso. Here are Peter Fisk’s tips as to how. 

Read also: These are the gamechangers that shape the world

1. Do like Google
Find the best way to change the game: First and foremost you should start with looking at your product’s pivotal why, what, who and how. Can you redefine your reason for being in the market, the design of the product, the target group or the business model?

2. Don’t think market share, think profit
In today’s world being the biggest doesn’t necessarily mean being the most profitable. GM has the largest market share in Europe, but is the least profitable of the big motor brands. Porsche, on the other hand, has a minimal market share but is the most profitable brand. 

3. (Re)think your business model:
Do you necessarily have to sell your products or services? Why not venture into a subscription model instead? Look at Rolls-Royce who virtually no longer sells jet motors but operating hours in the air.

4. Be agile:
A speedboat is far more manoeuvrable than a super tanker. Find your direction, get moving quickly and learn-adapt along the way. That’s what Facebook and Amazon did as well. 

5. Think big:
Do like Google: Don’t go for 10 per cent better – go for 10 times better.

"It’s all about being a speedboat that can zoom in and out of the market

Gamechanging is for all types of companies. The 2015 top 100 game changers is a mix of B2B and B2C companies, the latter counting approcximately two-thirds.
 
And it’s by no means necessary to have the economic muscles of Steve Jobs, Elon Musk or Larry Page to become a game changer, Peter Fisk insists. In fact, most of the companies on the list are medium-sized companies looking for the second or third generation of growth

”Most of the game changers are quite small compared to the value they are creating – it’s all about being a speedboat that can zoom in and out of the market and be agile,” says Peter Fisk. 

Find the list of game changers on gamechangers.pro

Facts: About Peter Fisk

Peter Fisk is a bestselling author, expert consultant and keynote speaker on brands and business innovation. He features in the ‘Thinkers 50 Guru Radar” list as one of the best new business thinkers. 

He is the CEO of consulting firm GeniusWorks and professor of strategy, innovation and marketing at IE Business School in Madrid.

His most recent book, ‘Gamechangers: Creating innovative strategies for business and brand’ is based on interviews with 100 CEO’s around the globe.

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