Peter Fisk

“Business Recoded” (2020)

' Business Recoded is a great source of inspiration for leaders who want to explore, shape and prepare themselves for the future.' ALEXANDER OSTERWALDER, author of Business Model Generation and The Invincible Company'It is not often that we have moments of magic in any business. What Peter has given us is more than just ideas and inspiration, but a whole way of thinking about how we could reinvent our future, and start making it happen tomorrow.' ALBERTO UNCINI-MANGANELLI, GM and SVP, Adidas'With energy, enthusiasm and a deep reservoir of fantastic examples, Peter Fisk maps out what each of us needs to do in order to re-calibrate ourselves and our organizations to create the future. Business Recoded is persuasive and compelling.' STUART CRAINER, founder, Thinkers50'Peter Fisk's excellent new book, Business Recoded, will help 'recode' your business by tapping into the minds of some of the world's most brilliant business leaders. It's a must-read for anyone in need of a quick fix of inspiration and tried-and-tested advice.' MARTIN LINDSTROM, author of Buyology and Small Data'Peter Fisk is a terrific storyteller with an encyclopaedic grasp of best business practices across the globe. If you want to disrupt the future of your business, this book is your decoder ring.' WHITNEY JOHNSON, author of Disrupt Yourself'A brilliant collection of practical guidelines intended to refresh and reinvent our mindsets, from a global thoughtful leader with vast experience in management development.' SANTIAGO INIGUEZ, President of IE University.' Business Recoded is definitely a must-read for leaders that want to succeed with their organizations in our fast-changing world.' ANTONIO NIETO-RODRIGUEZ, author of The Project RevolutionBusiness needs a new code for success! Change is dramatic, pervasive and relentless. The challenges are numerous. The opportunities are greater.Incredible technologies and geopolitical shifts, complex markets and stagnating growth, demanding customers and disruptive entrepreneurs, environmental crisis and social distrust, unexpected shocks and uncertain futures.The old codes that got us here don't work anymore. Moving forwards needs a new mindset.Business Recoded is for business leaders who seek to progress in today's rapidly changing world, and to create the organisations that will thrive in tomorrow's world. It explores how to lead a better future, to reimagine your business, to reinvent markets, to energise your people. It describes how to combine profit with more purpose, intelligent technologies with creative people, radical innovation with sustainable impact. It dives deep into the minds of some of today's most inspiring business leaders - people like Anne Wojcicki and Jeff Bezos, Emily Weiss and Devi Shetty, Daniel Ek and Tan Le, Mary Barra and Masayoshi Son, Satya Nadella and Zhang Ruimin.Learn from the innovative strategies of incredible companies – Alibaba and Amazon, Babylon and BlackRock, Meituan Dianping and Microsoft, Narayana Health and Netflix, Patagonia and PingAn, Spotify and Supercell, and many more.The book is built on 7 seismic shifts driving a more enlightened future of business, unlocking 49 codes that collectively define a new DNA for organisations and their leadership. It's about you – realising your future potential - by developing your own codes for more enlightened progress, personal and business success.Do you have the courage to create a better future, for you and your business?

“Gamechangers: Creating Innovative Strategies for Business and Brands; Lessons in Innovation from Those Winning the Game” (2015)

“People, Planet, Profit: How to Embrace Sustainability for Innovation and Business Growth” (2010)

“Customer Genius” (2009)

The challenge of customer power Power has fundamentally shifted to customers. From markets of surplus demand to those of surplus supply.  Customers are more different and discerning, untrusting and promiscuous. The old ways of attracting, serving and retaining customers no longer work. Communications are still arrogant campaigns rather than conversations between equals. Channels are still push tubes rather than pull networks. Products and service delivery are good in terms of standardising quality, but miss the fact that every customer and application is different.  Google has become the starting point for most customer interactions today. Technology enables customers to have the upper hand in a negotiation. They are far more aware and informed, far more wary of generic, glib marketing message, and their service expectations are conditioned by their experiences across sectors. Companies need to learn to create and capture value in new ways. The rise of the outside in business So how do you really do business on customers terms? An outside in business is the opposite of our more typical inside out model. It starts with the customer, their needs and wants, expectations and aspirations, then works backwards to deliver what matters to them in a profitable way. It recognises that customer power is a force to work with not against - to do business where, how, and when customers want. The genius of a customer business Customer Genius offers you a more intelligent and imaginative approach to customers. It is about starting from how customers see the world, what they seek to achieve and the context in which they see your business as part of that activity or ambition. It reaches deeper into the customer psyche, reaching beyond superficial research averages, beyond articulating needs and wants based on convention, to what motivates and inspires them. And as a result, learns to work on their terms inverting the way we do business, pull rather than push, understanding where, when and how they want to do work with us. It recognises that customers expect companies to do more for people to go beyond the product, the transaction, to add more value to their lives, helping them to achieve what they couldnt otherwise. They will return this commitment through trust and loyalty - not through incentives and rewards, but through becoming an essential and enabling part of their lives. Customer Genius gives you the knowledge, capabilities and inspiration to address your relevant customer challenges in practical and profitable ways. 10 tracks of customer genius 10 tracks exploring the concepts and applications for doing business from the outside in, each track brought to life through a leading practice: 1. Customer Inversion. Doing business on customer rather than business terms, a fundamental reversal of todays typical approaches to customers. Google transforms the way customers engage with brands. 2. Customer Individuality. One company and millions of customers is a complex relationship challenge, but every customer demands and expects to be treated in relevant and personal ways. Tesco powers its business with customer knowledge. 3. Customer Immersion. Market research tells you little about customers have you ever met the average customer? Insight comes through deeper immersion into the customers world. Gap anthropologists hunt the streets for whats really cool. 4. Customer Propositions. Engaging customers by promoting benefits rather than features, issues not solutions, aspirations rather than expectations, propositions rather than products. Microsoft moves from product push to proposition pull. 5. Customer Solutions. Meeting customers needs and wants in more significant ways, by going beyond the norm, working with partners, or customising solutions. Toyota designs business from the customer back. 6. Customer Connections. Communication messages, media and channels are currently all about push. So what is the nature of genuine pull connections that do business on customer terms? Jones Soda designs its business around its niche lifestyles. 7. Customer Experiences. Enhancing your interactions with customers across every real and perceived interaction, by doing more serving, supporting, enabling, educating, entertaining. Tate Modern designs your visit to suit your mood. 8. Customer Gateways. In future customers will trust the gateway brands that know them best, and who they trust most to find what they want on their terms. Amazon creates the intelligent mall to shop on your terms. 9. Customer Communities. Customers are far more likely to become loyal to other people like them, than companies who serve them. Build communities around your brand rather than relationships. MySpace engages a generation in social networking. 10. Customer Performance. Directors spend less than 10% of their time on what creates 90% of profits, yet customers are far more interesting and important, if we articulate results on their terms. In 2001 POutside In business Roadmap and tools to develop a Customer Strategy