引领未来…登月思维…彼得·菲斯克

We live in anincredible time, with more change in the next 5 yearsthan the last 250 years.New tech,new markets, new possibilities. Howwill youfocus, compete andwin in thisexponentialworld? Peter Fisk Expert advisor, keynote speaker,andbestselling author,GeniusWorksProfessor of strategy, innovation and marketing, IE Business SchooltheGeniusWorks.com “Moonshots” are the incredible, seemingly impossible, ideas that can change ourworld. Google Xis amoonshot factory.Full of creative thinkers, optimists, seeking outthe big opportunities and most challenging problems, that with a little imaginationand a lot ofinnovationmight just make our world a better place. From intelligentcars to augmented vision, the [X] teamfuses tech possibility with human need, tocreate more audacious, inspiringfutures. This is how we move forwards. FromGalileo’s visionto Da Vinci’s mechanics, Ford’s cars to Bell’s phones,Apple’s devices to Dyson’s cleaners. They enrich society, andmake life better.Markets emerge out of new possibilities, seeing things differently, thinking differentthings. Brands capture big ideas, innovation turns them into businesses, and futuregrowth. We live in the mostincredibletime. Days ofexponential changeand opportunities limited only by our imagination. Aworld where impossible dreams can now come true. A period ofawesomeness.From Alibaba to Zespri, Ashmei to Zidisha, Azuri and Zipars, a new generation ofbusinesses are rising out of the maelstrom of economic and technological changeacross our world. “Gamechangers”are more ambitious, with stretching vision and enlightenedpurpose. They see markets as kaleidoscopes of infinite possibilities, assemblingand defining them to their advantage.Most of all they havegreat ideas, capturingby brands that resonate with their target audiences at the right time and place,enabled by data and technology, but most of all by rich human experiences. Socialnetworks drive reach and richness, whilst new business models make the possibleprofitable. Our challenge is to make sense of this new world, to embrace the newopportunities in innovative ways, and to be a winner. What’s your game? Branson flashed his trademark grin, flicked his shaggy maverick hair.“Business islikethe best gameyou could everimagine” We talked about his multi-billion dollar investments in financial services, media andtelecoms, airlines and space travel. He described his responsibility to hundreds ofthousands of staff, and millions of customers. And he was calling ita game. He was having fun now, challenging the notions of conventional strategies andstructures, especially in the biggest companies. The essence of Virgin, he said, is todo things significantlydifferent and better. He talked about his admiration for kids, and for thenext generationofentrepreneurs, especially those in fast-growing markets who have hunger andpassion, and was inspired by iconic revolutionaries, Nelson Mandela and SteveJobs. “You’ve got tothink different, uninhibited like a child, never give up, have anambition that you really care about, take more risks, be ingenious, make a biggerdifference to people’s lives, have incredible fun, but alsoplay to win.” I asked him whatkeeps him going. “Doing things different, unexpected and a bitcrazy” he said. “It’s about playing the game. But the best way to win is tochangethe game”. Whilst he says he’s not too old for an all-night party, Branson loves a game oftennis, and that’safter he’s swum for an hour each morning along the coast of hisown Neckar Island. From his earliest venture, launching a student magazine, he would always do thingsdifferently. Helaunched his first airline with no knowledge of the travel industry, buthe had abig idea, to provide low-cost travel that was modern and fun. And he hada brand that at least some people loved. He could see an opportunity to disrupt themarket, to be on the customer’s side.When he launched mobile phones, he piggybacked onsomebody else’s network, to growfurtherandfaster, and targeted anew generation of consumers. EvenVirgin Galactic, his latest and craziest business, is not all it might seem. Hehad no experience of space travel. But he got together with glider designer BurtRutan to do things differently, launching his spacecraft from the back of a mothership, eventually to be fuelled by his algae farms of the Carribean, hugely reducingcosts and carbon emissions, and enabling daily departures and landings. Perhaps the most surprising revelation is that space is not really the frontier.Branson’s real ambition for Virgin Galactic is inter-continental travel. Imagine a one-hour flight from Rio to Jakarta, or Cape Town to Beijing. It could get a littleweightless onthe way, but could transform the way we think about the world. Whilst Branson was still playing, it was already evening in Beijing. Li Ka-Shingwas sitting down to a dinner of his favourite snake soup. TheChaozhou-born, Hong Kong-based chairman ofHutchison Whampoais therichest man