15 Trends for 2015

152015

trendsready to change

the world in

Are you ready to change the world?This year I set out to find 100 companies who are “changing the world” - shaking up

their markets, embracing technology in creative ways, disrupting our accepted

behaviours and practices, shaping the future in their own visions.

I found 100 brands and businesses from across the world – big and small, from Asia

to Africa, high tech and very human. I then decoded them into 10 themes for the

future of business. You can ready them all in my new book “Gamechangers” which is

just published, and available now on Amazon.

Looking ahead to 2015, I have focused in on 15 of the big ideas that characterise the

new strategies of these brands and businesses. Ideas that are most likely to shape

our markets, and our lives, in the year ahead:

Smart living

Cultural relevance

Screen teens

Rent don’t buy

Girl power

Millennial brands

Making stuff

Created by us

Shared experiences

Wearable tech

Enabling more

Virtual business

Positive impact

Super premium

Being goodPeter Fisk

Author of “Gamechangers”

www.Gamechangers.pro

1 Smart Living … building an intelligent nest

Explore more in the new book GAMECHANGERS by Peter Fisk … with 10 themes for the future of business, 100 brands shaking up their markets,

and 16 practical canvases to make your ideas happen … more about the book, keynotes, workshops at www.Gamechangers.pro

Our lives are increasingly

optimized by technology, from

lighting to heating, entertainment

and banking. Nest, the intelligent

home thermostat, has led the way

in domesticating technology;

Witricity, providing electricity

without the clutter of wires, will

be big in 2015.

2 Cultural relevance … global but still local

Whilst technology stretches

across borders, brands still need

to find engagement with local

values. Juan Valdez Café, the

brand of Colombian coffee

growers is big in South America,

whilst Mayrig brings a dispersed

tribe of Armenians together over

great food.



3 Screen teens … always-on multi-media cool

Does your teenager sit in the dark

glued to multiple screens of

social networks and streamed

content? Content and screens

are rapidly combining. Tencent

does this by creating the Chinese

version of Facebook, Amazon,

Google and Paypal, all in one

environment and available

seemlessly on all devices.



4 Rent don’t buy … just pay when you need it

Rental and subscription models

can be applied to every industry,

reducing the amount of products

we hoard when we don’t need

them. Zipcars started the trend

against car ownership with a

membership plus pay per use

model; whilst Azuri Tech has

transformed access to power in

Africa by renting solar panels for

$1 per week, allowing anyone to

recharge that most vital asset,

their mobile phone.



5 Girl power … 50 shades of empowerment

Female disposable income will

grow faster than China and India

combined over the next 5 years.

Is your product engaging women?

From 50 Shades of Grey, to the

Ringly ring that vibrates when you

receive a call on your mobile

phone in your handbag, there’s a

huge market waiting to be served.



6 Millennial brands … I trust people like me

Gen Y (and even more Gen Z)

believe, think and act different.

They are more we than me,

shared experiences and

collective achievement. They are

less influence by celebrity or

superstar, more by people like

themselves. Take Zoe Suggs, the

tween vlogger who inspires

millions with her daily posts, raw

and uncut. Instagram was made

for this visual, sharing brand

generation.



7 Making stuff … people want to do more

In a world of instant

consumption, the backlash is that

we actually enjoy making things.

Techshops have sprung up

across America providing

workshops for tinkering

amateurs, whilst Local Motors will

make any car you design yourself,

usually with huge wheels.



8 Created by us … the creativity of the crowd

A connected world gives power

to the people, to think and create

and consume together. Anybody

can crowdfund their idea with

Kickstarter whilst building a

fanbase too, share news on

Africa’s crowdsourced media

platform Ushahidi, or design and

buy the coolest t-shirts on

Threadless.



9 Shared experiences … more we than me

Most transactions are individual,

most products can be lonely, but

sharing is more fun and efficient.

Airbnb, the rent a spare room

brand, now has more rooms than

Hilton hotels. Patients Like Me

has become the place to go to

share your fears and experiences

about any health condition.



Wearable tech … 50 billion connections

Perhaps the most talked about

trend of all, within the next year

50 billion devices will be

connected, many of them

invisible to your eye, sensors

knitted into fabrics and flashing

buzzing around your wrist. Apple

Watch might be a must have, but

health sensors like Scanadu will

be most significant in staying

healthy.

10



Enabling more … helping people to do more

Most brands focus on selling, and

most customer experiences focus

on delivering. But for customers,

they are most interested in being

“enabled” to solve their problem,

or achieve more. Time to refocus.

Apple’s stores are all about

helping you to use the products

better. Rapha is all about enjoying

your passion.

11



Virtual business … the power of partnership

Why try to do everything yourself,

when there are many others

around the world who can do it

cheaper and better for you? Hong

Kong’s Li and Fung specializing in

bringing all the components

together. ARM is a great example,

beating Intel in the chip market

by being more collaborative, fast

and flexible.

12



Positive impact … business models do good

Finding business models that use

the power of brands and

consumerism to do good is an

enlightened way to save the

world. Narayana Hospitals in

India have a double business

model, where medical tourism

funds the care of poor locals.

Will.i.am’s new Ekocycle initiative

turns plastic bottles into cool

stuff.

13



Super premium … rise of uber-luxury brands

Once luxury brands become

ubiquitous, its time to go to the

next level, to create more

exclusive and aspirational

concepts. Ashmei is a designer

label of sportswear with high tech

fabrics and fast-forward looks.

Starbucks have just launched

Reserve, its fabulous new chain

of “Roastery and Testing Rooms.”

.



14

Being happy … more ways to make you smile

Digital innovations make the

physical world more valuable –

more human and emotional,

which is why happiness matters.

From the comic strip airline of

South Africa’s Kulula, to the

colourful toilet paper of

Portugal’s Renova. Why is toilet

paper white? Black, pink, green,

the Portuguese are all about sexy

bathrooms.

15



es

1. 23 & Me

2. Aravind

3. Epocrates

4. Genentech

5. Intuitive Surgical

6. Narayana H

7. Organova

8. PatientsLikeMe

9. Scanadu

10. Second Sight

1. Amazon

2. Aussie Farmers

3. Etsy

4. Fab

5. Greenbox

6. Le Pain Q

7. Positive Luxury

8. Trader Joe’s

9. ZaoZao

10. Zilok

1. Apple

2. Beauty’in

3. Godrej

4. Lego

5. Method

6. Natura

7. Nike+

8. Oculus Rift

9. Pebble

10. Renova

1. Alibaba

2. ARM

3. Bharti Airtel

4. Giff Gaff

5. Google X

6. Rackspace

7. Raspberry Pi

8. Samsung

9. Tencent QQ

10. Xiaomi

1. Aeromobil

2. Air Asia

3. AirBNB

4. Emirates

5. Kulula

6. Moveo

7. Pipistrel

8. RedBus

9. Virgin Galactic

10. Zipcars

1. 3DHubs

2. Corning

3. DP World

4. Dyson

5. Embraer

6. Local Motors

7. Space X

8. Syngenta

9. Tata

10. Tesla

1. Aeroshots

2. Gram-Danone

3. Graze

4. Isis Organic

5. Juan Valdez

6. LA Organic

7. Moa Beer

8. Nespresso

9. Yeni Reki

10. Zespri

1. Ashmei

2. Beats

3. Desigual

4. Gilan

5. Indetix

6. Patagonia

7. Rapha

8. Shang Xai

9. Threadless

10. Tom’s

1. Alior Sync

2. La Caixa

3. Fidor

4. First National

5. Itan Unibanco

6. Moven

7. M-Pesa

8. Square

9. Umpqau

10. Zidisha

1. Al Jazeera

2. Coursera

3. Future

4. Pixar

5. Pledge Music

6. Red Bull

7. Rovio

8. Spotify

9. Ushahida

10. Wordpress

futureproduct futurefashion futurefoodfuturestore

futurehealth futuretech futuremakersfuturebank

futuretravel

N/S American brands European brands African/Arab brands Asian/Oceania brands

futuremedia

1. Ashoka

2. AzuriTech

3. Graal Bio

4. IBM

5. IDEO

6. Kickstarter

7. Li & Fung

8. Live Nation

9. Salesforce

10. Y Combinator

1. FC Barcelona

2. Bitcoin

3. Bhutan

4. The Elders

5. Lovemarks

6. Oregon Project

7. ParkRun

8. WWF

9. Zoe Suggs

10. You

futureservice futurebrands

© Peter Fisk 2014

[email protected]

World’s most disruptive innovators

"Thorough and smart, Gamechangers doesn't just identify the trends shaping our business

future, it offers us a roadmap for how to get there.”

Greg Williams, Editor of Wired Magazine

“Zigging when others zag is the only way to win in today’s rapidly changing world. There’s

inspiration and learning aplenty in Gamechangers. This book will change your world and help

you become a creative leader. Read and win!”

Kevin Roberts, Worldwide CEO, Saatchi & Saatchi

“Gamechangers sets a new record for brilliant ideas per page. If you can’t find inspiration from

the brilliant strategies of 100 gamechanging companies, you might want to consider another line

of work.”

Ken Segall, author of “Insanely Simple” and personal marketing advisor to Steve Jobs

"You will never look at brand building the same again. Gamechangers explodes with refreshing

strategies and ideas to take your brand to the next level!”

Paulo Miguel Periera da Silva, CEO of Renova

“Gamechangers create the future with vision and innovation. In 1940 Henry Ford said that one

day somebody would combine a car and aeroplane. At Aeromobil we made that happen. You too

can be a “gamechanger” with Peter’s excellent guide to disruptive innovation”

Stefan Klein and Juraj Vaculik, Co-Founders of AeroMobil

"Peter is the Einstein of marketing and has just solved the elusive theory of business

success. This book is like a magical lens that will allow you to see a world in business in which

you can always win. You will think differently, see links that you never saw before and play the

‘game’ knowing you cannot lose. Peter goes one step further by proving how ordinary people

have created extraordinary businesses - it is impossible to imagine business success without this

book.”

Mark Pitt, CEO, Virgin Australia New Zealand

“In a very grey world, finally, how to change the game, in a great framework that is insightful,

colorful, simple, and easy to put into practice. A must read for any ambitious executive”

Tanyer Sonmezer, CEO, Management Centre Turkey

"At Thinkers 50 we aim to identify the best business thinkers. We have featured Peter Fisk

because his work consistently challenges the status quo. He seeks out best practice wherever it

may be and shares it with the world. Gamechangers is far-ranging and important. It delivers on

its promise.”

Stuart Crainer & Des Dearlove, founders of Thinkers 50

“Peter Fisk is one of the great marketing polymaths of our age. From nuclear physicist to creative

guru Peter is unique in his ability to blend left and right brain thinking and to inspire both creative

and commercial stakeholders. Gamechangers is the latest brilliant episode in his crusade to

transform the way marketing creates sustainable business and brand value. A tour de force and a

must for every self respecting CEO”

David Haigh, Founder and CEO of Brand Finance plc

“Peter is able to succinctly capture the key dynamics in this fast changing world of business and

brands, and challenging ones own strategic imperatives. Through insights drawn from global

brands, he is able to inspire you to adopt different ways of thinking and working, with highly

relevant applications for those of us operating in Asia.”

Ajit Gunewardene, Deputy chairman, John Keells Holdings Plc (Sri Lanka)

“Gamechangers is an in-depth view of how the commercial world is viewed by the most innovative

businesses, and how they make the difference.”

Stuart Brooke, Founder and Managing Director, ashmei

“This book provides fascinating insights into leading businesses that are shaping their markets in

their own vision and driving innovation and growth.”

Lain Jäger, CEO of Zespri International (New Zealand)

“Gamechangers are the businesses who make sense of our fast changing world, and drive

innovation in everything they do, in order to be winners today and tomorrow. In India, there is

more opportunity than ever to innovate and grow. Every Indian business needs to be a

gamechanger!”

Manish Sharma, Managing Director, Panasonic India & South Asia

“Customers, brands and marketing should sit at the heart of every business's strategy and

performance today. Peter Fisk explains why this matters more than ever, and how to achieve it for

business and personal success.”

Prof. John Quelch, Professor of Business Administration at Harvard Business School

“This is the most original and practical book. Any marketer who skips this book is missing a huge

opportunity to get “genius” ideas from the father of 21st century business thinking”

Handi Irawan D, CEO of Frontier Consulting Group (Indonesia)

"Peter makes you see the world, and your business in a new way ... I really like what he has to say,

and the help he has given us ... Enjoy every minute of it”

Mariano Dima, Senior VP Marketing and Products, Visa Europe

Are you ready to change the world?Peter Fisk is a bestselling author, inspirational keynote speaker and expert advisor, helping

leaders to develop innovative strategies for business and brands.

He is founder of GeniusWorks, a boutique advisory firm, helping business leaders to develop

more innovative strategies that accelerate growth in fast-changing global markets. He is also

Professor of Strategy, Innovation and Marketing at IE Business School, one of the world’s top

ranked business schools. He features on the Thinkers 50 “Guru Radar” who say “his work

constantly challenges the status quo.”

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. He has worked in every sector and region of the world. As CEO of

the world's largest marketing organisation, the Chartered Institute of Marketing, he became a

global authority on what's best and next in business and markets.

Finding his own space, he founded GeniusWorks, with offices in London and Istanbul. He now

works with the leaders of businesses - as diverse as Aeroflot and America Express, Coca Cola

and Mars, Philosophy and Red Bull, Sabre and Santander, Tata and Virgin, Visa and Vodafone

- to think smarter, develop innovative strategies, bolder brands, and accelerate growth.

Peter’s best-selling book "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 customers and experiences,

“People Planet Profit” on sustainable innovation - and most recently "Creative Genius"

defining what it takes to be Leonardo da Vinci in the 21st Century.

His new book "Gamechangers ... Are you ready to change the world?" is based on

extensive research into the 120 companies who are shaking up markets, and making sense

of how they innovate and win. It explores the challenges of new markets, changing

customers, brand building, digital media, new business models, inspiring leadership and

positive impact. Wired Magazine said it is “thorough and smart, inspiring and practical”.

Peter was described by Business Strategy Journal as "one of the best new business thinkers".

He is thoughtful and practical, combining high-energy keynotes with high-impact workshops.

Each one is uniquely designed for the specific audience, their issues and aspirations. Helping

people to find their own space, to be leaders of change - to be bold, brave and brilliant.

Website: www.Gamechangers.pro

More information: [email protected]

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