Author: Peter Fisk
Publisher: John Wiley & Sons
Reviewer: Martyn White, strategic marketing and business development specialist, Carey Olsen
This book is called Gamechangers for a reason: it’s utterly inspirational and is guaranteed to change the way you view your business and brand.
Author Peter Fisk, visiting professor of marketing at IE Business School, asks: ‘Are you ready to change the world?’ At first, the question seems grandiose, pretentious even. In B2B marketing change is often slow and methodical, so any change on a large scale is viewed with scepticism.
Yet Fisk is thought-provoking in his opinions of marketing and branding and, in particular, of what the future looks like. So much so, that this book serves as a call-to-action, urging us to change our thinking as the world around us moves swiftly on.
He references 100 businesses from around the world that have literally changed the game in their industries – from retail and fashion to banking and health – and tells us how in detailed case studies.
Given the sheer number of examples Fisk cites, Gamechangers is a great tool for student marketers. For senior marketers the process maps (Fisk calls them Gamechanger Labs and canvases) included at the end of the book are a great way to frame your thinking around ways to apply innovative strategies in any area from performance to value propositions and, importantly for B2B marketers, relationship building.
My only criticism of the book is that there aren’t enough references of B2B companies, hence the four star rating. However, it will undoubtedly help any marketer to understand how the world of business is changing, how it will impact us all and what we can do to shape our own industries.
So, Fisk tells us why we should become Gamechangers and how to do it; all that’s left, as Fisk says, is to be bold, be brave, be brilliant and get started.
Star rating: 4/5
