Gamechangers: Creating Innovative Strategies for Business and Brands; Lessons in Innovation from Those Winning the Game

3 WIN . . . WINNING AS A GAMECHANGER THE GAMECHANGERS AND WHAT THEY DO

CHANGING THE WORLD, RIGHT NOW

‘Gamechangers' are the next generation of brands and businesses who are seizing the opportunities of change, not to do things a little better, or a little different, but to change the game. The game of how the market works, who the customer is, what they really want to achieve and why, how to make money, and create a lasting positive impact.

What makes gamechangers more significant, numerous and influential today is the breadth and diversity of change in our world. They ride with the shifting power and new technologies. They reach across a flatter world, but selectively focus on the fragmenting niches that emerge. Whilst many of the products and services we buy have become more similar, because of the ubiquitous supply of components and speed of imitation, they know they have to work much harder to stand out, to engage the best customers.

This is why gamechangers win.

From Alibaba in China to Al Jazeera in Qatar, Air Asia in Malaysia to Ashmei in England, Ashoka in Canada to Azuri in Kenya, we searched for the busineses who were shaking up their markets. We asked peers to nominate others in their sectors, we stretched out across the world to ensure we covered every sector and continent.

What emerged were 100 fabulous stories. New start-ups, small businesses, local incumbents, global corporations are all learning to change the game and play a new one, to adapt and respond, anticipate ...