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the customer driven
pharma
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Peter Fisk explores what it means to
be customer driven in the pharma
business … for leaders, strategy,
innovation and marketing
business
Becoming a
customer-driven
business
Welcome to
my world!
Being a
customer-driven
Leader
Purpose
Passion
People
Performance
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Welcome to
my world!
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“Hey! I’m your customer …
Yes, a real person, a human being …
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I have my needs and wants, to get through the day,
and to achieve my objectives.
But I also have my hopes, dreams and ambitions.
For too long you have treated me as a name or number.
You group me into what you call a segment,
or sometimes just a mass market.
But I’m not prepared to tolerate that anymore. I am me.
Don’t treat me like somebody else.
Sometimes I might be very similar to others,
but I can also be very different and discerning.
In the old world, I realise I didn’t have much choice.
I needed you more than your needed me.
But things have changed. Now I have the power.
Now I’m in control. You need me, more than I need you.
It’s time you started doing business
on my terms …”
“Hey! I’m your customer …
Yes, a real person, a human being …
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1984
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A revolution began +genius
The fall of giants
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1998
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disruption
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Customer power +genius
Changing markets
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innovation +genius
change
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2005
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2005
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CRISIS
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opportunity
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Customer power +genius
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Apple 1984
$900,000
6 months
50 million
Charlie’s Finger
$0
6 minutes
580 million
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VUCA WORLD
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Volatile
Uncertain
Complex
Ambiguous
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Vibrant
UnREAL
Crazy
Astounding
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CHANGE
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Two turbulent years ... uncertainty +genius
hope
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IDEAS +genius
Customer world
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Customer world +genius
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West East
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West
Big
East
Small
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West
Big
Business
East
Small
Customer
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West
Big
Business
Mass
East
Small
Customer
Niche
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Volume
West
Big
Business
Mass
Value
East
Small
Customer
Niche
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Here’s to tHe crazy ones ...
The misfits. The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They're not fond of rules.
And they have no respect for the status quo.
You can praise them, disagree with them,
quote them, disbelieve them,
glorify or vilify them.
About the only thing you can't do is
ignore them.
Because they change things.
“Times of turbulence are the most
exciting times ... because
everything changes”
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GE born in a
recession
1876
HP born in a
recession
1929
born in a
recession
1975
MTV born in a
recession
1981
born in a
recession
2001
iPod
Microsoft
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PARADOX
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Mobility
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CONTENT
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RELEVANCE
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NETWORKS
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networks +genius
RENTAL +genius
DRAMATIC
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FRUGAL
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SUSTAINABLE +genius
Future proofed +genius
... To pull
$
$
FROM PUSH ...
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... To many
FROM few ...
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connecting +genius
More CAPABLE RELATIONSHIPS
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Participative +genius
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2 1
3
Social INFLUENCE
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HUMAN
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EXPERIENCES +genius
magical
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Seeing things differently
Business
narrow
view
Business
narrow
view
Customer
broader
view
Business Customer
© GeniusWorks 2012. All rights reserved.
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Most innovative
Pharma companies
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Genome for $1000
90% cheaper
LIFE TECHNOLOGies
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LIFE TECHNOLOGies
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ROCHE Genentech
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Customised pharma
$735m by 2015
ROCHE Genentech
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WUXI PHARMATECH
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WUXI PHARMATECH
Outsourced Pharma
R&D for everyone +genius
Cleveland Clinic
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- 40% complaints
+55% satisfaction
Cleveland Clinic
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Epocrates
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45% US Doctors
$93m REvenue
Epocrates
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Patients like me
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Patients like me
100,000 members
1200 conditions +genius
zocdoc
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zocdoc
$75m investment
Now in 15 cities +genius
VOXIVA
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VOXIVA
100000 members
Encouraging HEALTH
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Pharma world
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Value creation
Future world
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Future world
Future world
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the customer driven
pharma
+genius
Peter Fisk explores what it means to
be customer driven in the pharma
business … for leaders, strategy,
innovation and marketing
business
Becoming a
customer-driven
business
Purpose
Passion
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A+F, selling clothes?
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… selling sex +genius
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SeeING things differently
Business
narrow
view
Business
narrow
view
Customer
broader
view
Business Customer
© GeniusWorks 2012. All rights reserved.
“i don’t want a drill”
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“i don’t want an MP3 PLayer”
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“i don’t want a coffee”
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“i don’t want drUgs”
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Who are our customers?
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Doctors
Specialists
Pharmacists
Funders
Governments
Patients
Public
Media
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What matters most to them?
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Customer insight
Enablers
What do I want to be able to do?
Essentials What is necessary and expected?
Energisers What would excite me?
“Needs”
“Wants”
“Aspirations”
“Must Dos”
“Differentiators”
“Distinguishers”
© GeniusWorks 2012. All rights reserved.
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What could GSK uniquely enable them to do?
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Customer context
© GeniusWorks 2012. All rights reserved.
Functional
context
Application
context
Enablement
context
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So what is our purpose as a business?
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“People are builders. They build to educate, to heal, to shelter and
comfort families.
They build to connect with each other, to share their art and
knowledge for the benefit of humanity.
Everything people build requires strength to weather the forces of
nature and time. It requires a solid foundation.
By helping people to solve their building challenges in communities
around the world, we are a vital part of that foundation.
Our products are everywhere, from the smallest villages to the
largest cities – linking communities, providing shelter, and enabling
society’s sustainable growth.
As a global industry leader, Cemex will continue building a better
world for the next 100 years”
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CEMEX
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“People are builders. They build to educate, to heal, to shelter and
comfort families.
They build to connect with each other, to share their art and
knowledge for the benefit of humanity.
Everything people build requires strength to weather the forces of
nature and time. It requires a solid foundation.
By helping people to solve their building challenges in communities
around the world, we are a vital part of that foundation.
Our products are everywhere, from the smallest villages to the
largest cities – linking communities, providing shelter, and enabling
society’s sustainable growth.
As a global industry leader, Cemex will continue building a better
world for the next 100 years”
CEMEX
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INSPIRING PURPOSE
© GeniusWorks 2012. All rights reserved.
Let’s make a really simple movie …
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Scene 1. Awakening ....
a movie of our purpose
introduce the “hero” … who, what, why
exploring the ambition, enabling the impossible
Scene 2. Adversity ....
enter the “villain” … who, what, why
find a way to overcome the challenges
find a way through adversity
Scene 3. Achievement …
bring to a climax, the battle, the twist, …
how our hero made the world a better place
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the customer driven
pharma
+genius
Peter Fisk explores what it means to
be customer driven in the pharma
business … for leaders, strategy,
innovation and marketing
business
People
Performance
Being a
customer-driven
leader
+genius
Most pharma companies
think conventionally
Customer-driven companies
think different
© GeniusWorks 2012 +genius
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Different Relevant
Most pharma companies
think conventionally
Customer-driven companies
think different
© GeniusWorks 2012 +genius
Push
Functional
Pull
Emotional
Stories
Sales
Products
Experiences
Propositions
Features
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it’s aboUt yoU
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Management
Providing focus
Making decisions
Delivering results
Leadership
Inspiring people
Creating direction
Encouraging action
Management
Providing focus
Making decisions
Delivering results
Leadership
Inspiring people
Creating direction
Encouraging action
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Observe them in everyday situations
Learn from complaints and online forums
Talk with consumers in depth
Try it out yourself
Use qualitative and quantitative research
consumer immersion
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consumer immersion
Connect & Develop
Design Thinking
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60% Profits growth +genius
Heads down Heads up
Inside out Outside in
Leading by control Leading by inspiration
Managing the steady-state Managing sustained growth
Ensuring consistency Catalyst of change
Reserved and controlling Passionate and energising
Cautious and corporate Open and personal
Overseeing work Doing work
Managing hierarchically Facilitating communities
Process and tasks Knowledge and innovation
Doing what always done Embracing ideas from outside
Enforcing regulations Reinventing the rules
Products and transactions People and relationships
Evaluating past performance Supporting future performance
Generating more sales Creating extraordinary value
Customer-driven leadership
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Catalyst
Connector
Conscience Coach
Communicator
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0
5
10
15
20
0
5
10
15
20
0
5
10
15
20
0
5
10
15
20
0
5
10
15
20
Inspire people to
think different
Manage for
consistency
Engage people in
your vision
Inform people
of actions
Facilitate bringing
people together
Aggregate what
individuals do
Enable people to
achieve more
Direct people to
complete tasks
Ensuring people
do the right thing
Doing anything to
deliver results
How well am I doing at the 5Cs of leadership?
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What should we stop?
What should we do better?
What should we start?
Customer-driven leadership
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Have purpose
1
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open your mind
2
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3
Be human +genius
Have A sense of purpose
BEWARE VOICES
4
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5
inspire followers +genius
6
play jazz +genius
7
Be a little crazy +genius
Peter Fisk is a “gamechanger”… making sense of incredible change in every markets and sector,
learning from the next generation of brands and business, digital and physical, large and small …
provoking and enabling you to innovate and win in the exciting new world of business.
He is a bestselling author and inspirational speaker, combining the most inspiring ideas and practical
action, and an in-demand advisor to business leaders around the world.
Peter leads GeniusWorks, a strategic innovation business based in London and Budapest, Istanbul and
Dubai, that works with senior management to “see things differently” – to develop and implement more
inspired strategies for brands, innovation and marketing. Gamechanger is a strategy accelerator for
leadership teams, Innolab is a facilitated innovation process based on deep customer insights and creative
thinking, and BrandOptima is a platform to develop better brands and brand portfolios.
His next book is The Gamechangers …about the new generation of businesses - from Alibaba to Zipcars,
Aberchrombie to Zynga - who are transforming markets with bolder brands, smarter innovation and
clever marketing. They play by different rules, embracing the growth of emerging markets and power of
digital networks, human design and social entrepreneurship, and they win with better results.
His previous books include Creative Genius brings together entrepreneurs and artists, rockstars and
rockets scientists, in "the essential guide to innovation for leaders, visionaries, and border crossers".
Marketing Genius explores the left and right-brain approaches to competitive success (translated into 35
languages), Customer Genius describes how to build a customer-centric business, Business Genius is about
inspired leadership and strategy, whilst People Planet Profit explains how to grow, and be good.
Peter grew up in the remote farming community of Northumberland, in the North East of England, and
after exploring the world of nuclear physics, joined British Airways at a time when it was embarking upon
becoming “the world’s favourite airline” with roles in sales, marketing and brand development.
He went on to work with many of the world’s leading companies, helping them to grow more profitably by
becoming more customer-centric in their structure, operations and leadership. He works across sectors,
encouraging business leaders to take a customer perspective, and learning from different types of
experiences. His clients include American Express and Aeroflot, Coca Cola and Cooperative Bank, HSBC
and Lastminute.com, Marks & Spencer and Microsoft, O2 and Orange, Philips and Red Bull, Shell and Tata
Steel, Teliasonera and Turkcell, Vitra and Virgin, Visa and Vodafone.
He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largest marketing
organisation. He led the strategic marketing consulting team of PA Consulting Group, was MD of Brand
Finance and partner of The Foundation, before founding his own business, the Genius Works. He was
recently described by Business Strategy Review as “one of the best new business thinkers” and is in
demand around the world as an expert advisor and energising speaker.
.
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@geniusworks
www.theGeniusWorks.com
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