Real Growth study

  • Traditional business growth formulas are lacking.
  • Global markets are reaching maturity.
  • Barriers to entry are disappearing.
  • Channels are proliferating.
  • New players are breaking the rules.
  • Disruptors are being disrupted themselves.
  • Trust is fading and the war for talent - and the consumer - is raging.
THE APPROACH
Vision Interviews

500+ Vision Interviews

Multiple cultures and disciplines Diverse levels of market development Unicorn and Fortune 500 companies

Respondents

1,500+ Respondents

73 Markets
All functions, levels and industries

Publications

3,000+ Publications

Research from business publications, consultancies, academia and more. Consumer blogs, forums and conversations analysed by Discover AI.

LinkedIn Users

3.5 MM LinkedIn Users

Analysis of LinkedIn data from connections across employees.

Discover more about our growth study Advisory Board

ANDREW STEPHEN Institute for real growth Advisory Board
ANTONIO LUCIO Institute for real growth Advisory Board
CHRIS BURGGRAEVE Institute for real growth Advisory Board
CINDY WANG Institute for real growth Advisory Board
CAROLYN EVERSEN Institute for real growth Advisory Board
DI-ANN EISNOR Institute for real growth Advisory Board
ENZO SCARCELLA Institute for real growth Advisory Board

The 7 Building Blocks of Real Growth

Companies achieving Real Growth over-performance have embraced a new architecture.

The 7 Building Blocks of Real Growth

The architecture of Real Growth

human-centric Institute for real growth

Is human-centric

Recognizes all key stakeholders’s needs Institute for real growth

Recognizes all key stakeholders’s needs

Future-proofs organizations Institute for real growth

Future-proofs organizations

Unlocks data with human insights Institute for real growth

Unlocks data with human insights

Unleashes technology with creativity Institute for real growth

Unleashes technology with creativity

Delivers ever-evolving experiences nstitute for real growth

Delivers ever-evolving experiences

Growth leadership characteristics
and most important IRG data points

COURAGEOUS

Myth: ”Our objective is to boost profitable growth”

While more underperformers focus on the bottom line...

#1 Growth ambition: Bottom line profit

25%

36%

...more overperformers focus on the people they serve

#1 Growth ambition: Impact on people

35%

20%

WINNING ACTIONS

Articulate growth ambition in terms of your impact on people & the world around them.
Link business growth to people KPIs & incentive structures.

PASSIONATE

Myth: ”Growth is all about increasing customer satisfaction”

Overperformers focus on eliminating friction to deliver ever-evolving experiences

Deliver ever-evolving experiences

77%

22%

WINNING ACTIONS

Measure & benchmark your “share of experience”
Ensure all your solutions include product, service & experience.

Myth: ”If only we had a stronger data & analytics”

Bring technology & creativity together to put data at the heart of decision-making

Ability to attract whole-brain talent

64%

25%

WINNING ACTIONS

Shift focus from the “what” to the “so what” & “now what”
Create whole-brain teams of equals.

EMPOWERING

Myth: ”If it doesn’t fit in the ROI spreadsheet, the finance mafia will kill the idea”

Overperformers play chess & checkers simultaneously

Willingness to accept new business models

66%

38%

WINNING ACTIONS

Ensure the investment approval process allows for multiple business models and create or participate in start-up platforms.

Overperformers Organize to win wars via micro-battles, switching their view on organisational change

Competitive agility

66%

14%

WINNING ACTIONS

Create multi-disciplinary “fit for purpose” teams for all your strategic initiatives.
Push accountability down consumer-facing staff.

HUMBLE

Myth: ”Growth is about winning market share from competitors”

Overperformers excel at spotting & choosing the right wave...

Assess and understand market developments

85%

33%

...and riding it out

Consistency with big bets

72%

38%

WINNING ACTIONS

Shift investment from explaining the past to predicting the future.
Define your market so you have no more than 3% share.

Myth: ”Our culture cannot be changed - it’s in our DNA”

Underperformers are defined by procedure, structure & quality...

#1 Culture description: Procures, structure, quality

11%

24%

Overperformers excel at spotting & choosing the right wave and riding it out

#1 Culture description: Innovation, change, entrepreneurship

28%

21%

WINNING ACTIONS

Redefine career paths from linear trajectory to a “jungle gym”.
Celebrate & reward entrepreneurship.

The IRG benchmark

Identify your company’s Real Growth opportunities by assessing and comparing your performance to IRG over performers across the 7 Building Blocks of Real Growth.

Understand the gap Institute for real growth

Understand the gap

Conduct quant IRG Benchmarking, key stakeholder vision interviews, and desk research.

Define the So What Institute for real growth

Define the “So What”

Align on priorities and build a roadmap for change.

Action the Now What Institute for real growth

Action the “Now What”

Create and deploy tangible solutions to drive real growth.

Listen to our Podcasts

The future Proof Podcast

The future Consumption

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