Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
Interview
You Cannot Have Humanized Growth When Humans Are at Risk
Old Mutual's CMO on lobbying his executive team one member at a time, the actuarial modeling that made a vaccination program a business case, and the one market
Interview
Companies Do Not Have Machine Learning Problems
Daniel Hulme on the font in a browser cache that predicted loan defaults, the airline that collected everything except its competitors' prices, and why he says AI ethics
Interview
Look Backwards Before You Look Forward, and Put the S Back in ESG
Angela Ahrendts describes the method she used at Burberry and Apple, why she thinks short-term reporting is the real blocker, and why she expects the next chief executives
Interview
Sustainability as the Business Model: Arçelik’s CEO on Credibility, Coalitions, and Marketing
Hakan Bulgurlu explains why he treats sustainability as the company's single purpose, why he climbed Everest to earn the right to say so, and what he now expects
Interview
Proving That Purpose Drives Growth, One Small Win at a Time
Debora Koyama traces a career from Sao Paulo to Unilever. The method she describes is consistent: find the cause, build the alliance, make the business case, start small.
Interview
Enough Value for Everyone: A Growth Definition Built for the BBC
Kerris Bright sets out five habits that have carried her through five chief marketing roles, and a definition of growth for an organization that has to serve the
Interview
Efficiency Is Not Cost Cutting, and Four Reasons a Company Is Not Creative
A chief executive who came up through marketing and a global capability lead describe how a cost-disciplined company learned to be creative, and what leadership looked like in
Press Release
The ANA and IRG Build a Twelve Week Program for CMOs
A February 2022 announcement of a quarterly cohort program that puts thirty to fifty chief marketers through twelve weeks of learning built on the IRG Growth Study.
Article
The Ikigai of Marketing: The 2022 Perspective
IRG's founders argue that what the world now needs from business is exactly what marketers are trained to do, and that this is the moment to take responsibility