The Aspirational Role of Business
The fourth Zoom session of the IRG and Oxford program asks what purpose is for, and what it takes to make it guide decisions rather than decorate them.
Publication Type: <span>Playbook</span>
Why Transformations Fail, and Kotter’s Eight Steps
The sixth Zoom session of the IRG and Oxford program works through the human reasons transformation efforts fail and the change process participants are asked to use.
The CMO and the CSO: A Partnership That Almost Nobody Has Working
A playbook on why marketing and sustainability leaders struggle to work together, built on 20 chief sustainability officer interviews, and what the two roles should do about it.
The Broad Middle: A Playbook for the CMO and CSO Partnership
Why sustainability communication should target the seventy percent who are neutral, what each function brings to the other, and how marketing can reduce its own footprint.
Fewer Than Half of CMOs Have a Working Relationship With Their CIO
A playbook on the marketing and technology partnership, built on the Impact Study’s five drivers and sixty interviews, and on the finding that this is the weakest link in the C-suite.
Five Things Winning Experiences Take
The session on evolving experiences: why customers carry expectations across categories, and what a brand has to do about it.
The Why of the Seven Building Blocks
A self-learning session on humanized growth: what the study found about growth ambitions, and why over-performers put people at the top of the list.
Planning and Stakeholder Engagement
The session that pairs a change management model with an influencing toolkit, then asks each participant to pitch their most important stakeholder in 45 seconds.
Driving Humanized Growth, Driver by Driver
Marc de Swaan Arons walks through the Impact Study findings and the five drivers, with the companies that got each one right and wrong.
Seven Ways to Turn Interviews Into Content
An amplification plan for the Achieving Stakeholder Impact study, setting out seven content types drawn from the interview program and the sequence for building toward launch.