Peter Fisk.  More about me.

Peter is a business and innovation, brand and marketing expert - making sense of fast-changing markets, learning from a new generation of business, digital and physical, large and small, west and east … inspiring and enabling you to innovate and win..

He is a bestselling business author of six books, keynote speaker, and experienced consultant and coach to business leaders around the world. He was recently described by Business Strategy Review as “one of the best new business thinkers.”

Peter founded and leads GeniusWorks, the brand and business innovation company, working with business leaders to see things differently, to imagine, develop and implement more inspired strategies for brands, innovation and marketing. 

He works globally and across sectors, sharing insights, ideas and next practices. Recent clients include American Express and Coca Cola, GSK and Marks & Spencer, Microsoft and O2, Philosophy and Red Bull, Shell and Virgin, Vodafone and Volkswagen.

Peter brings 25 years of experience, working with over 150 companies, in more than 30 countries.He was previously the transforming CEO of the world’s largest marketing organisation, the Chartered Institute of Marketing, worked in a variety of consulting businesses and line management roles, having started out as a nuclear physicist.

Bestselling author

His seven books include "Marketing Genius" (left and right-brain thinking that defines a new manifesto for marketing), which has been translated into 35 languages. 

"Creative Genius" is the business leaders handbook for innovation. Inspired by the 7 secrets of da Vinci, it explores the challenge of creativity and innovation that makes a lasting difference to business and people's lives. "People Planet Profit" (embracing sustainability for smarter innovation and growth) which was one of the "Best Books of 2010" (Management Today), following on from "Customer Genius" (transforming business from the "outside in", becoming a customer-centric business), and "Business Genius" (leadership and strategy in turbulent times). 

His new book "Gamechangers"  explores the next generation of businesses - from Alibaba to Zipcars, Abercrombie 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. 

Profile in more detail.

Peter started his career at British Airways, after an initial foray into the world of nuclear physics. In the airline, he worked across sales and marketing, including development of the Executive Club relationship marketing programme, brands such as Club World and Concorde, and a new business strategy to address the new challenges of globalisation, low cost entrants, and new technologies.

He then joined PA Consulting Group, helping some of the world’s leading companies to develop more innovative business strategies and customer-centric businesses. As leader of PA’s global marketing consulting team, he led the creation of market-shaping strategies, the repositioning of brands, and introduction of new products and channels. He led PA’s approach to customer-centric business transformation, and also established the Centre for Customer Excellence, developed a spin-off venture business, Active, and a transformational leadership programme, Mission Possible.

Peter has addressed the key issues in almost every sector, from Silicon Valley to Singapore. Examples of his experience includes introducing a customer-centric change programmes at BT and Orange, value-based marketing framework for Microsoft, the reinvention of food for Marks & Spencer, a new customer strategy for Sainsbury, services strategy for O2, and a new brand strategy for Shell. He helped Virgin enter the financial services market, American Express to embrace new approaches to innovation, Vodafone to enter new international markets, also BT to develop its Marketing Excellence programme and community, Royal Mail to prepare for competitive markets, and Philips transform from product-driven techies to market-shaping innovators.

As CEO of the Chartered Institute of Marketing, Peter became recognised as a leading expert and commentator on marketing worldwide. Representing over 60,000 marketers in 130 countries, he challenged existing perceptions of marketing, and championed new practices and standards. He drove significant change in the profession introducing new capabilities and qualifications, supported by a Knowledge Hub, an online learning product, a new journal The Marketer, and the Shape the Agenda thought leadership programme. In particular he encouraged marketers and business leaders to embrace customers and brands as the most important source of long-term shareholder value.

He became a Partner of The Foundation, a customer-centric strategic innovation firm, where he continues to work as Associate Partner, and was also Group Managing Director of Brand Finance, the specialist brand effectiveness and valuation firm. During this time he also wrote the Marketing Society’s Manifesto for Marketing, and an industry wide approach to business reporting of customer and market metrics, called Customer Capital.

Peter’s bestselling book Marketing Genius (Wiley/Capstone, 2006) is currently being translated into 22 different languages. It describes how a more left and right-brain approach to business can achieve extraordinary results – what today’s businesses can learn from Einstein and Picasso, and their modern contemporaries such as Steve Jobs and Philippe Starck.

Business Genius followed (Wiley/Capstone 2008) and explores the challenges of leadership and strategy in turbulent times. He has authored around 40 published papers, is the co-author of The Complete CEO (Wiley/Capstone, 2006) and contributing author to The FT Handbook of Management (Pearson, 2004), Business: The Ultimate Resource. (Bloomsbury 2006).

Customer Genius (Wiley/Capstone, 2009), focuses on how to build a customer-centric business, one that embraces customer insight at the heart of strategic decisions and learns to do business on customer terms - "outside in" - what, when, where and how they want. This is supported by a new range of toolkits, blueprints, and live events.

People Planet Profit (Kogan Page,  2010) describes how to embrace social and environmental issues to drive smarter innovation and profitable growth – to make money by doing the right thing. It was written in collaboration with Diana Verde Nieto (founder of Positive Luxury), Anthony Kleanthous (WWF), Hannah Jones (VP Nike Sustainability) and many others. 

Creative Genius (Wiley/Capstone 2011) rethinking innovation from the future back, learning from Leonardo da Vinci, and some of the most inspirational artists and musicians, designers and innovators in the world today.It includes a complete innovation process, the Genius Lab, and lots of creative, design and evaluation tools.

Brand Innovation (Genius 2014) explores how to develop more innovative brands that accelerate growth by engaging people in big ideas that are aspirational and inspiring. From Nike's pursuit of sporting excellence that embrace everything from electronics to fitness clubs, as well as shoes and clothing, to Red Bull's Media Company that earns more than its drinks business.

Gamechangers (Wiley 2015). Are you ready to change the world? Peter's latest book helps you to create more innovative strategies for your business and brands. It learns from 100 case studies of disruptive innovators across the world, to explore 10 paradigms for change, and includes 16 one page practical canvases for making your best new ideas happen.

Peter is an inspirational speaker on all aspects of marketing - customers and brands, strategy and innovation. He is thoughtful and considered, provocative and entertaining, and in recent months has delivered keynote speeches for companies and conferences, from London to Paris, Istanbul to Singapore.

His business Genius Works is all about "accelerated innovation" - helping business leaders and market managers to rethink, refocus and recreate their businesses for the fast changing world - customer-centred, future-proofed, more creative and commercial.

Strategic consulting is driven by the issues and ambitions of each client, however are typcally based on a range of proven, successful approaches - FastFutures (business futures, vision and strategy) , BrandStrategy (brand strategy, definition and development), Innolab (creativity, design and business innovation), and CustomerWorld (insight, proposition and experience design)- accelerated and collaborative process that embraces insights, innovation and impact - applied to everything from strategic innovation and brand strategies, to value proposition development and customer experience design. Recent clients include new strategies for Philosophy (new global direction for inspirational beauty brand), Cinnamon (new brand strategy for boutique Asian hotel chain), Davidoff (reinventing a classic men's luxury brand), Marks & Spencer, launching new beer with Fosters Group, developing a green brand with Vodafone, a new brand narrative for Tata Steel, and many others, particularly in finance, retail and technology sectors.

Peter  also delivers a wide range of executive development, coaching and consulting services, helping companies to apply the ideas in the books in a relevant way to address their issues and drive profitable growth. Most recently Marketing Genius was adopted by The Coca-Cola Company, where Peter helped their senior marketers worldwide to establish the new Coca-Cola marketing DNA . Other recent clients include the leading ethical bank Cooperative Bank, supporting their customer-centric strategy,  travel firm as they develop new European markets online, and innovative brand Red Bull to think more innovatively.

In 2007 he launched The Fast Track which is an accelerated executive development programme, bringing together the best and emerging practices in all aspects of marketing, innovation and business. It is delivered in fast, inspirational workshops by Peter and a team of experienced business and marketing professionals. It is available as open programmes, and also as customised in-house programmes, to meet the needs of individual companies. InnoLab is a workshop-based approach to accelerated innovation, a consulting process that helps clients to address strategic challenges in more insightful, collaborative and faster ways.

In 2008 he launched Brand Genius, to focus on the "yin-yang" challenges of strategic innovation which brings together the strategy and creativity of the Genius Works with the analysis and business cases of Brand Finance. Zoom Ventures was launched as an innovation incubator to support "social entrepreneurial" businesses in partnership with leading investors and brands, and including sustainability experts Clownfish. Most recently, 2009 sees the launch of the Gamechanger Lab  to deliver inspirational executive retreats that help business leaders to refresh, rethink, and reenergise themselves - and to harness the new opportunities of new markets, social networks, sustainable innovation and more - the new opportunities, rules and aproaches that will drive success in 2010 and onwards to 2020. 

Thinkers 50, the world's leading ranking of business ideas, including Peter on their Guru Radar for the first time in 2013. This brings together the world's best thinkers and ideas, helping you to capture new insights and perspectives from across the world. 

In 2014 he also joined IE Business School as Visiting Professor of Strategy, Innovation and Marketing. Based in Madrid, and ranked as Europe's Number 1 business school by FT and Bloomberg. Using the school's fabulous facilities he is able to offer CEO and executive team's the innovative learning experiences, in particular around Gamechangers, new business models, and strategic leadership. At the same time he continues to lead GeniusWorks, working with business leaders of some of the worlds leading-edge businesses, to explore the big issues of today, the latest technologies and changing customer agendas, to drive innovation and growth.

He is 47 years old, combining energy and inspiration with significant, practical experience. He is married to Alison with two wonderful daughters, and having grown up in the Northumbrian countryside, now lives in Teddington, just outside London. He is a passionate Newcastle United supporter, never far from his iPad, and whilst a committed and successful long-distance runner, still has a taste for good food and drink.


  • Video: Watch the video of Peter Fisk and Business Strategy by Einstein and Picasso
  • Audio: Download the podcast of author Peter Fisk talking about Marketing Genius
  • Video: What the best extracts and audience views on Peter Fisk at Fabric Nightclub
  • Audio: Listen to the online audio recording of Peter Fisk at the London Business Forum

Peter was recently described by Business Strategy Review as “one of the best new business thinkers” on strategy and marketing, brands and innovation.

Feedback on the book:

'Marketers who want to recharge their left and right brains can do no better than read Marketing Genius. It's all there: concepts, tools, companies and stories of inspired marketers.'

       Prof. Philip Kotler, Kellogg Graduate School of Management

'A fantastic book, full of relevant learning. The mass market is dead. The consumer is boss. Imagination, intuition and inspiration reign. Geniuses wanted.'

       Kevin Roberts, Worldwide CEO Saatchi & Saatchi

'This is a truly prodigious book. Peter Fisk is experienced, urbane and creative, all the attributes one would expect from a top marketer. The case histories in this book are inspirational and Peter's writing style is engaging and very much to the point. This book deserves a special place in the substantial library of books on marketing.'

        Prof. Malcolm McDonald, Cranfield School of Management

'Customers, brands and marketing should sit at the heart of every business's strategy and performance today. Marketing Genius 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 a clever book: it tells you all the things you need to think, know and do to make money from customers and then calls you a genius for reading it.'

        Hamish Pringle, Director General of Institute of Practitioners in Advertising

'Marketing Genius offers marketers 99% inspiration for only 1% perspiration.'

        Hugh Burkitt, CEO, The Marketing Society

Feedback on consulting projects:

"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

"Thanks to Peter we now have a different view of our world. We have learnt to see our business from the outside in ... like customers do ... and with many more opportunities too"

        Erdal Karamcan, Group CEO, Eczacibasi Holding

"With Peter's inspiration and expert guidance, we have been able to develop a fantastic new set of propositions, solutions and experiences for our customers"

        Darius Maikstena, VP Marketing, Teliasonera (and Omnitel)

"Peter has been a fantastic leader of our project to develop a new vision and strategy for our brand and products. He has given us clear direction, and we now need to make it happen"

        Mehmet Aktas, CEO Yasar Holding (and Pinar brand)

Feedback on live performances:

"Peter was excellent - insightful, inspiring and incredibly energetic. He made our Hershey conference very special"

         Peter Smit, VP International Markets, The Hersheys Company

"This has been an incredible day. I know Peter has made everyone of us think differently, and inspired us to start creating our future now"

         Cindy Roll, VP Marketing, GSK Canada

"Peter's insights into the future of brands and marketing are incredible. As is everything about his seminar today - the presentation, the interaction, the music, and the energy"

         Svetlana Omelchenko, Head of Marketing Development, BAT 

“A glimpse of an exciting new world, where people and technology come together in new ways, and where there are threats and opportunities for all of us"

         Ann Rodven, Event Director, Visit Oslo

“That was awesome. Peter engaged the audience with fantastic energy and content. He challenged our thinking, focused on our biggest issues, and left us inspired” 

         Jeff Busch, VP Strategic Communications, Meeting Professionals International (MPI)

“Peter's keynote was of his usual high standard and very interesting, but most of all his charisma undoubtedly contributed to the success of our event”

          Bernadette Lobjois, Secretary General, The European Lotteries Federation 

“Peter was inspirational. He combined deep insight into our changing world, with practical and innovative ideas for application”

          Darren Marshall, Senior VP, Asia Pacific, The Coca Cola Company

“The presentation was thoughtful and provocative. An excellent bringing together of our business challenges that left our people energised and inspired”

           Peter Thomas, Marketing Director, Accenture

“Peter provided a very inspiring and informative view of the challenge for GSK to achieve marketing excellence, and a great start to our new marketing community”

            Mark Russell, Head of Marketing Community, GSK

“I am now inspired to use my left and right brain more actively together. I loved learning about Einstein and Picasso, and how they would address today’s business challenges”

            Johan Svedberg, Head of Brand Development, Ericsson

“There is a real buzz around the business after your workshop. People found your insights very useful, and your style inspiring”

      Graham Baker, Head of Marketing development, Ladbrokes plc

“Peter provided a fantastic start to the conference with his thought-provoking keynote, and continued to be an energetic chairman throughout the two day conference”

      Selma Celiktemur, Event Organiser, Management Centre Europe


© GeniusWorks 2011