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Costas Markides

Business & Strategy Expert

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Costas Markides Biography

Leading business and strategy speaker Costas Markides is professor of strategy and entrepreneurship at the London Business School, where he also holds the Robert P. Bauman Chair in Strategic Leadership.

Along with Paul Geroski, Markides is the co-author of the groundbreaking Fast Second: How Smart Companies Bypass Radical Innovation to Enter & Dominate New Markets, which uses the metaphor of a landscape to describe the business world. The book examines how big, established companies can create radical new markets by acting as "colonists" or "consolidators." Drawing on examples of successful "fast-second" firms such as Microsoft, Amazon, Canon, JVC, Heinz, and others, Markides explains how new markets have the potential to be successful and provides insight on when to make a move into a new market, how to scale up a market, where to position a company in the market, and whether to be a colonist or consolidator.

Markides was named to the "Thinkers 50," a ranking of the 50 most influential living management thinkers in the world, by The London Times, CNN, Forbes, and The Times of India. In his Harvard Business Review article "To Diversify or Not to Diversify?", he discussed some key questions tied to business diversification, such as whether companies should diversify and how quickly or slowly they should move towards diversification. In his 1999 book All the Right Moves, he explained why successful business strategy should focus on asking (and finding the answers to) three fundamental questions: Who should I target as customers? What products or services should I offer them? And how can I do this in an efficient way?

A native of Cyprus, Costas Markides received his BA and MA in economics from Boston University and his MBA and DBA from the Harvard Business School. His current research interests include the management of diversified businesses and the use of innovation and creativity to achieve strategic breakthroughs.

Speaking Topics
  • Beyond the Aha Moment: How Innovation Really Happens

    The biggest mistake that people make when it comes to innovation is to think that the bottleneck is the lack of good ideas. Nothing could be further from the truth. The real problem in innovation is the implementation of new ideas to create value. Even the best of ideas will fail unless someone pushes them in the organisation to get them properly implemented. But who should be doing the pushing? And how? There is a lot of academic evidence that suggests answers to these questions. Markides will explore how innovations diffuse in organizations (and societies) and what that implies for managers. Real examples will be provided to highlight the points made.

  • Every Crisis Has an Opportunity

    The companies that survive in difficult times are not the ones that look at the crisis as a threat; and are not the ones that look at it as an opportunity. They are the ones that look at it as BOTH a threat AND an opportunity. Looking at it as a threat gives us some benefits (e.g. it creates a sense of urgency and galvanizes resources). But it also comes with costs (e.g. it makes us short-term oriented and reactive). Similarly, looking at it as an opportunity gives us some benefits (e.g. long-term and strategic outlook). But it also comes with costs (e.g. no urgency and no action). So, the trick is to be able to approach it as both a threat and an opportunity.

  • Delighting Clients in a World of Temporary Advantage

    To delight clients, the first requirement is to offer them a unique value proposition. In other words, when the client asks: why should I come to you rather than go to any one of your competitors? you should be able to say: because I can offer you everything that my competitors are offering you plus these additional benefits that nobody else can offer. This means that you cannot be everything to everybody! You need to select your clients strategically so that what you can uniquely offer fits exactly the selected clients needs. This unique value proposition must be embodied in the organizations brand.

    But having a unique value proposition is not enough. The promise of the brand must be delivered to the client not once or twice but all the time. And it has to be delivered not only by one or two people in the organization but by everybody. For such a wonderful state of affairs to emerge, these behaviors must become part of the culture of the organization. It is the responsibility of top management to develop the culture of their firms so that delighting clients on a continuous basis becomes automatic. The question then becomes: how can we build such a culture?

  • How to Make Your Organizations More Innovative

    In todays hypercompetitive world, innovation is the only source of competitive advantage. Organizations must continuously innovate to stay one step ahead of competition. But innovation is not just creativity; and it is not just the province of top management. For innovation to become a source of competitive advantage, it must be institutionalised so that it takes place anywhere and at anytime in the organization. How to institutionalise innovation is a real challenge for companies and this presentation will provide insights on how to do it. Top management has a key role to play in this and we will also explore how the top people can set the right example in the organization. Real life examples will be provided to support the generalizations made.

  • The Traps of Innovation

    There is no question that Innovation is a core driver of growth, performance and valuation. It is, therefore, the responsibility of every leader to encourage it and promote it. Yet, company after company, leader after leader, fall into the some predictable traps in trying to do so.

FAQs
  • HOW TO BOOK Costas Markides?

    Our booking agents have successfully helped clients around the world secure talent like Costas Markides for both live and virtual events for over 15 years. The team at All American Entertainment represents and listens to the needs of organizations and corporations seeking to hire keynote speakers, celebrities or entertainers for speaking engagements, personal appearances, product endorsements, or corporate entertainment. Fill out a booking request form for Costas Markides, or call our office at 1.800.698.2536 to discuss your upcoming event. One of our experienced agents will be happy to help you get pricing information and check availability for Costas Markides or any other celebrity of your choice.
  • HOW MUCH DOES IT COST TO BOOK Costas Markides?

    Booking fees for Costas Markides, or any other speakers and celebrities, are determined based on a number of factors and may change without notice. Pricing often varies between live and virtual events. Other factors that can affect speaker fees include the talent's schedule, market conditions, length of presentation, and the location of the event. The live and virtual event speaking fees listed on this website are intended to serve as a guideline only. In some cases, the actual quote may be above or below the stated range. For the most current fee to hire Costas Markides, please fill out the booking request form or call our office at 1.800.698.2536 to speak with an experienced booking agent.
  • WHO IS THE AGENT FOR Costas Markides?

    All American Entertainment has successfully secured celebrity talent like Costas Markides for clients worldwide for more than 15 years. As a full-service talent booking agency, we have access to virtually any speaker or celebrity in the world. Our agents are happy and able to submit an offer to the speaker or celebrity of your choice, letting you benefit from our reputation and long-standing relationships in the industry. Fill out the booking request form or call our office at 1.800.698.2536, and one of our agents will assist you to book Costas Markides for your next private or corporate function.
  • WHAT IS A FULL-SERVICE TALENT BOOKING AGENCY?

    All American Speakers is a "buyers agent" and exclusively represents talent buyers, meeting planners and event professionals, who are looking to secure celebrities and speakers for personal appearances, speaking engagements, corporate entertainment, public relations campaigns, commercials, or endorsements. We do not exclusively represent Costas Markides or claim ourselves as the exclusive booking agency, business manager, publicist, speakers bureau or management for Costas Markides or any other speaker or celebrity on this website. For more information on how we work and what makes us unique, please read the AAE Advantage.
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This website is a resource for event professionals and strives to provide the most comprehensive catalog of thought leaders and industry experts to consider for speaking engagements. A listing or profile on this website does not imply an agency affiliation or endorsement by the talent.

All American Entertainment (AAE) exclusively represents the interests of talent buyers, and does not claim to be the agency or management for any speaker or artist on this site. AAE is a talent booking agency for paid events only. We do not handle requests for donation of time or media requests for interviews, and cannot provide celebrity contact information.

If you are the talent, and wish to request removal from this catalog or report an issue with your profile, please click here.

Business & Strategy Expert

Travels From:
UK
Speaking Fee:

Costas Markides Biography

Leading business and strategy speaker Costas Markides is professor of strategy and entrepreneurship at the London Business School, where he also holds the Robert P. Bauman Chair in Strategic Leadership.

Along with Paul Geroski, Markides is the co-author of the groundbreaking Fast Second: How Smart Companies Bypass Radical Innovation to Enter & Dominate New Markets, which uses the metaphor of a landscape to describe the business world. The book examines how big, established companies can create radical new markets by acting as "colonists" or "consolidators." Drawing on examples of successful "fast-second" firms such as Microsoft, Amazon, Canon, JVC, Heinz, and others, Markides explains how new markets have the potential to be successful and provides insight on when to make a move into a new market, how to scale up a market, where to position a company in the market, and whether to be a colonist or consolidator.

Markides was named to the "Thinkers 50," a ranking of the 50 most influential living management thinkers in the world, by The London Times, CNN, Forbes, and The Times of India. In his Harvard Business Review article "To Diversify or Not to Diversify?", he discussed some key questions tied to business diversification, such as whether companies should diversify and how quickly or slowly they should move towards diversification. In his 1999 book All the Right Moves, he explained why successful business strategy should focus on asking (and finding the answers to) three fundamental questions: Who should I target as customers? What products or services should I offer them? And how can I do this in an efficient way?

A native of Cyprus, Costas Markides received his BA and MA in economics from Boston University and his MBA and DBA from the Harvard Business School. His current research interests include the management of diversified businesses and the use of innovation and creativity to achieve strategic breakthroughs.

Costas Markides Speaking Topics

  • Beyond the Aha Moment: How Innovation Really Happens

    The biggest mistake that people make when it comes to innovation is to think that the bottleneck is the lack of good ideas. Nothing could be further from the truth. The real problem in innovation is the implementation of new ideas to create value. Even the best of ideas will fail unless someone pushes them in the organisation to get them properly implemented. But who should be doing the pushing? And how? There is a lot of academic evidence that suggests answers to these questions. Markides will explore how innovations diffuse in organizations (and societies) and what that implies for managers. Real examples will be provided to highlight the points made.

  • Every Crisis Has an Opportunity

    The companies that survive in difficult times are not the ones that look at the crisis as a threat; and are not the ones that look at it as an opportunity. They are the ones that look at it as BOTH a threat AND an opportunity. Looking at it as a threat gives us some benefits (e.g. it creates a sense of urgency and galvanizes resources). But it also comes with costs (e.g. it makes us short-term oriented and reactive). Similarly, looking at it as an opportunity gives us some benefits (e.g. long-term and strategic outlook). But it also comes with costs (e.g. no urgency and no action). So, the trick is to be able to approach it as both a threat and an opportunity.

  • Delighting Clients in a World of Temporary Advantage

    To delight clients, the first requirement is to offer them a unique value proposition. In other words, when the client asks: why should I come to you rather than go to any one of your competitors? you should be able to say: because I can offer you everything that my competitors are offering you plus these additional benefits that nobody else can offer. This means that you cannot be everything to everybody! You need to select your clients strategically so that what you can uniquely offer fits exactly the selected clients needs. This unique value proposition must be embodied in the organizations brand.

    But having a unique value proposition is not enough. The promise of the brand must be delivered to the client not once or twice but all the time. And it has to be delivered not only by one or two people in the organization but by everybody. For such a wonderful state of affairs to emerge, these behaviors must become part of the culture of the organization. It is the responsibility of top management to develop the culture of their firms so that delighting clients on a continuous basis becomes automatic. The question then becomes: how can we build such a culture?

  • How to Make Your Organizations More Innovative

    In todays hypercompetitive world, innovation is the only source of competitive advantage. Organizations must continuously innovate to stay one step ahead of competition. But innovation is not just creativity; and it is not just the province of top management. For innovation to become a source of competitive advantage, it must be institutionalised so that it takes place anywhere and at anytime in the organization. How to institutionalise innovation is a real challenge for companies and this presentation will provide insights on how to do it. Top management has a key role to play in this and we will also explore how the top people can set the right example in the organization. Real life examples will be provided to support the generalizations made.

  • The Traps of Innovation

    There is no question that Innovation is a core driver of growth, performance and valuation. It is, therefore, the responsibility of every leader to encourage it and promote it. Yet, company after company, leader after leader, fall into the some predictable traps in trying to do so.

FAQs on booking Costas Markides

  • How to book Costas Markides?

    Our booking agents have successfully helped clients around the world secure talent like Costas Markides for both live and virtual events for over 20 years. The team at All American Entertainment represents and listens to the needs of organizations and corporations seeking to hire keynote speakers, celebrities or entertainers for speaking engagements, personal appearances, product endorsements, or corporate entertainment. Fill out a booking request form for Costas Markides, or call our office at 1.800.698.2536 to discuss your upcoming event. One of our experienced agents will be happy to help you get pricing information and check availability for Costas Markides or any other celebrity of your choice.
  • How much does it cost to book Costas Markides?

    Booking fees for Costas Markides, or any other speakers and celebrities, are determined based on a number of factors and may change without notice. Pricing often varies between live and virtual events. Other factors that can affect speaker fees include the talent's schedule, market conditions, length of presentation, and the location of the event. The live and virtual event speaking fees listed on this website are intended to serve as a guideline only. In some cases, the actual quote may be above or below the stated range. For the most current fee to hire Costas Markides, please fill out the booking request form or call our office at 1.800.698.2536 to speak with an experienced booking agent.
  • Who is the agent for Costas Markides?

    All American Entertainment has successfully secured celebrity talent like Costas Markides for clients worldwide for more than 20 years. As a full-service talent booking agency, we have access to virtually any speaker or celebrity in the world. Our agents are happy and able to submit an offer to the speaker or celebrity of your choice, letting you benefit from our reputation and long-standing relationships in the industry. Fill out the booking request form or call our office at 1.800.698.2536, and one of our agents will assist you to book Costas Markides for your next private or corporate function.
  • What is a full-service talent booking agency?

    All American Speakers is a "buyers agent" and exclusively represents talent buyers, meeting planners and event professionals, who are looking to secure celebrities and speakers for personal appearances, speaking engagements, corporate entertainment, public relations campaigns, commercials, or endorsements. We do not exclusively represent Costas Markides or claim ourselves as the exclusive booking agency, business manager, publicist, speakers bureau or management for Costas Markides or any other speaker or celebrity on this website. For more information on how we work and what makes us unique, please read the AAE Advantage.

Costas Markides is a keynote speaker and industry expert who speaks on a wide range of topics such as Beyond the Aha Moment: How Innovation Really Happens, Every Crisis Has an Opportunity, Delighting Clients in a World of Temporary Advantage, How to Make Your Organizations More Innovative and The Traps of Innovation. The estimated speaking fee range to book Costas Markides for your event is $20,000 - $30,000. Costas Markides generally travels from UK and can be booked for (private) corporate events, personal appearances, keynote speeches, or other performances. Similar motivational celebrity speakers are Gary Hamel, Ram Charan, Peter Sheahan, Joseph Stiglitz and Tom Morris. Contact All American Speakers for ratings, reviews, videos and information on scheduling Costas Markides for an upcoming live or virtual event.

Costas Markides Speaking Topics

  • Beyond the Aha Moment: How Innovation Really Happens

    The biggest mistake that people make when it comes to innovation is to think that the bottleneck is the lack of good ideas. Nothing could be further from the truth. The real problem in innovation is the implementation of new ideas to create value. Even the best of ideas will fail unless someone pushes them in the organisation to get them properly implemented. But who should be doing the pushing? And how? There is a lot of academic evidence that suggests answers to these questions. Markides will explore how innovations diffuse in organizations (and societies) and what that implies for managers. Real examples will be provided to highlight the points made.

  • Every Crisis Has an Opportunity

    The companies that survive in difficult times are not the ones that look at the crisis as a threat; and are not the ones that look at it as an opportunity. They are the ones that look at it as BOTH a threat AND an opportunity. Looking at it as a threat gives us some benefits (e.g. it creates a sense of urgency and galvanizes resources). But it also comes with costs (e.g. it makes us short-term oriented and reactive). Similarly, looking at it as an opportunity gives us some benefits (e.g. long-term and strategic outlook). But it also comes with costs (e.g. no urgency and no action). So, the trick is to be able to approach it as both a threat and an opportunity.

  • Delighting Clients in a World of Temporary Advantage

    To delight clients, the first requirement is to offer them a unique value proposition. In other words, when the client asks: why should I come to you rather than go to any one of your competitors? you should be able to say: because I can offer you everything that my competitors are offering you plus these additional benefits that nobody else can offer. This means that you cannot be everything to everybody! You need to select your clients strategically so that what you can uniquely offer fits exactly the selected clients needs. This unique value proposition must be embodied in the organizations brand.

    But having a unique value proposition is not enough. The promise of the brand must be delivered to the client not once or twice but all the time. And it has to be delivered not only by one or two people in the organization but by everybody. For such a wonderful state of affairs to emerge, these behaviors must become part of the culture of the organization. It is the responsibility of top management to develop the culture of their firms so that delighting clients on a continuous basis becomes automatic. The question then becomes: how can we build such a culture?

  • How to Make Your Organizations More Innovative

    In todays hypercompetitive world, innovation is the only source of competitive advantage. Organizations must continuously innovate to stay one step ahead of competition. But innovation is not just creativity; and it is not just the province of top management. For innovation to become a source of competitive advantage, it must be institutionalised so that it takes place anywhere and at anytime in the organization. How to institutionalise innovation is a real challenge for companies and this presentation will provide insights on how to do it. Top management has a key role to play in this and we will also explore how the top people can set the right example in the organization. Real life examples will be provided to support the generalizations made.

  • The Traps of Innovation

    There is no question that Innovation is a core driver of growth, performance and valuation. It is, therefore, the responsibility of every leader to encourage it and promote it. Yet, company after company, leader after leader, fall into the some predictable traps in trying to do so.

Tell us about your event!

During normal business hours, we respond to most inquiries within 4 hours.

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Speakers Similar to Costas Markides

This website is a resource for event professionals and strives to provide the most comprehensive catalog of thought leaders and industry experts to consider for speaking engagements. A listing or profile on this website does not imply an agency affiliation or endorsement by the talent.

All American Entertainment (AAE) exclusively represents the interests of talent buyers, and does not claim to be the agency or management for any speaker or artist on this site. AAE is a talent booking agency for paid events only. We do not handle requests for donation of time or media requests for interviews, and cannot provide celebrity contact information.

If you are the talent, and wish to request removal from this catalog or report an issue with your profile, please click here.

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The 2022 Speaking Industry Benchmark Report