A more inspired approach to business growth Copyright © 2008 by Peter Fisk First published in 2008 by Capstone Publishing Ltd. (a Wiley Company) The Atrium, Southern Gate, Chichester, PO19 8SQ, UK. www.wileyeurope.com Email (for orders and customer service enquires): [email protected] The right of Peter Fisk to be identifi ed as the author of this book 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, scanning or otherwise, except under the terms of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP, UK, without the permission in writing of the Publisher. 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Other Wiley Editorial Offi ces John Wiley & Sons Inc., 111 River Street, Hoboken, NJ 07030, USA Jossey-Bass, 989 Market Street, San Francisco, CA 94103-1741, USA Wiley-VCH Verlag GmbH, Boschstr. 12, D-69469 Weinheim, Germany John Wiley & Sons Australia Ltd, 42 McDougall Street, Milton, Queensland 4064, Australia John Wiley & Sons (Asia) Pte Ltd, 2 Clementi Loop #02-01, Jin Xing Distripark, Singapore 129809 John Wiley & Sons Canada Ltd, 22 Worcester Road, Etobicoke, Ontario, Canada M9W 1L1 Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Library of Congress Cataloging-in-Publication Data Fisk, Peter (Peter Robert) Business genius : a more inspired approach to business growth / Peter Fisk. p. cm. Includes index. ISBN 978-1-84112-790-3 (pbk. : alk. paper) 1. Industrial management. I. Title. HD31.F5364 2008 658.4’063--dc22 2008001338 A catalogue record for this book is available from the British Library. ISBN 13: 978-1-84112-790-3 Typeset in Agfa Rotis Sans Serif by Sparks – www.sparkspublishing.com Printed and bound in Great Britain by TJ International Ltd, Padstow, Cornwall Substantial discounts on bulk quantities of Capstone Books are available to corporations, professional associations and other organizations. For details telephone John Wiley & Sons on (+44) 1243-770441, fax (+44) 1243 770571 or email [email protected] Contents Credits ix About the author x Inspiration 1 Part 1 Right brain, left brain 14 Track 1: Fast Growth 17 1.1 The seven lives of business 20 Insight 1: Crocs 27 1.2 The engine of value creation 30 Insight 2: Red Bull 37 1.3 Platforms for accelerating growth 39 Insight 3: GE 48 Track 2: Business Bubbles 53 2.1 Riding the growth waves 57 Insight 4: Kikkoman 59 2.2 Business hotspots 61 Insight 5: Second Life 67 2.3 Unlocking the growth drivers 70 Insight 6: Li & Fung 74 v ffttoocc..iinndddd vv 2299//0022//22000088 1122::4499::2200 Track 3: Entrepreneurial Leaders 77 3.1 Seven Lives, Seven Leaders 79 Insight 7: Apple 81 3.2 Entrepreneurs, Leaders and Managers 85 Insight 8: Shanghai Tang 91 3.3 The new business leaders 93 Insight 9: Umpqua Bank 97 Part 2 Future back, now forward 102 Track 4: Growth Markets 105 4.1 Finding new markets fi rst 108 Insight 10: Nike 111 4.2 Growing with adjacency 115 Insight 11: Disney 119 4.3 The best markets 123 Insight 12: Tchibo 125 Track 5: Smarter Strategies 129 5.1 Business with a high purpose 131 Insight 13: Diageo 134 5.2 Making the right choices 138 Insight 14: Natura 145 5.3 Business Jazz 147 Insight 15: Gucci 152 Track 6: Business Innovation 155 6.1 Getting a new worldview 157 Insight 16: Cirque du Soleil 161 vi ffttoocc..iinndddd vvii 2299//0022//22000088 1122::4499::2200 CONTENTS 6.2 The power of concepts 163 Insight 17: 3M 166 6.3 Disruptive Creation 168 Insight 18: Zara 177 Part 3 Outside in, inside out 182 Track 7: Customer Power 185 7.1 Deep diving for insights 188 Insight 19: Diesel 192 7.2 Getting a customer perspective 196 Insight 20: FC Barcelona 199 7.3 Being a customer business 203 Insight 21: Bang & Olufsen 205 Track 8: Brand Propositions 209 8.1 Brands that defi ne you 211 Insight 22: Chupa Chups 215 8.2 Propositions that engage you 217 Insight 23: Stella Artois 222 8.3 Experiences that do more for you 224 Insight 24: Tate Modern 227 Track 9: Market Networks 231 9.1 The power of networks 233 Insight 25: Net a Porter 234 9.2 Customer Networks 237 Insight 26: Current TV 239 9.3 Network marketing 241 Insight 27: News Corporation 244 vii ffttoocc..iinndddd vviiii 2299//0022//22000088 1122::4499::2200 Part 4 Radical ideas, practical action 248 Track 10: Energizing People 251 10.1 Building a passion for people 255 Insight 28: Google 258 10.2 Living the new workstyle 262 Insight 29: Ferrari 267 10.3 Igniting your own potential 269 Insight 30: Fedex 271 Track 11: Inspiring Change 275 11.1 The agenda for change 279 Insight 31: Proctor & Gamble 281 11.2 Making change happen 284 Insight 32: Marks & Spencer 289 11.3 Transformational leaders 292 Insight 33: Haier 294 Track 12: Delivering Results 297 12.1 Building the invisible business 298 Insight 34: Green & Blacks 302 12.2 Managing for high performance 305 Insight 35: Porsche 309 12.3 Searching for the edge 312 Insight 36: Berkshire Hathaway 315 The Genius Lab 320 Business Brainscan 327 More Genius 336 Index 341 viii ffttoocc..iinndddd vviiiiii 2299//0022//22000088 1122::4499::2200