We live in a world where increasingly winner takes all; being merely average is the route to failure. Marketers need to understand this new extremism and make decisions accordingly. Find yourself outside the Black Hole and you'll find your life's forces being sucking away.

1. Black Hole Marketing
10 Insights on how to grow business

2. Growth
Stories
Bringing you a flavour of business
growth trends...in just 5 minutes
A Futures Coaching initiative
www.futurescoaching.com

3. Black Hole Marketing:
Definition
“Marketing in a world which is
increasingly dominated by
extreme, winner-takes-all
inequality” (Chris Middleton)

4. giants and dwarves
A key trend in the 21st Century is the rise of extremism in
many areas of life
A very few receive disproportionate rewards
Being second best brings much less recognition
Being merely average is a route to disaster

5. examples of giants
Winner-takes-all in tennis
Roger Federer has lifetime
earnings of $50Mn
Indexed to Federer's earnings
(=100)
Nadal 40
Roddick 34
Djorkovic 26
Murray 17

6. examples of giants
Angry Birds has been downloaded
over 500 million times across all
platforms
Apple's next biggests selling app in
2011 was Fruit Ninja with historical
downloads of just over
20 million

7. examples of giants
Doctor House is watched by 81.8Mn in 66 countries
It is the clear world leader: second place, CSI:Miami had
11% fewer spectators (source: Guinness Book of Records)

8. examples of giants
The Harry Potter series has sold 450 million books
Second place series (RL Stine's Goosebumps) sold around
20% fewer
The James Bond series sold just 100 million (source: Wikipedia)

9. best beats challenger
Today, it's better to be Louis Vuitton than Chanel or Prada
No 1 luxury brand for last 6 years, LV's brand value is
estimated at over double second place Hermes's
(souce: Luxurydiffusion.com)

10. big beats average
Mega Malls are so big they are sucking the retail life out of
entire hinterlands, if not whole regions
Mall of America attracts 40Mn visits per year: Grand Canal
Shoppes in Las Vegas, 20Mn
Other 'Black Hole' Malls include: Beijing Mall, Istanbul Cevahir and
Mall of Emirates in Dubai

11. gravity beats all
London attracts investment and wealth: it's a true World
City; property values didn't fall in the recession
New York, Shanghai, Hong Kong continue to be winners

12. some rules
Avoid the average, middle of the road, the mainstream
Harness the power of celebrities
Locate in World Cities
Take a flagship approach
Diversity is out; focus on being the best is in
Adopt a power brands strategy

13. About Futures Coaching
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14. LONDON • PARIS
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Email: chris@futurescoaching.com