Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
Talk
A Crisis of Confidence, and the Case for Marketing in Sustainable Growth
A keynote at Oxford's Future of Marketing Initiative arguing that marketing's loss of standing and the shift to multi-stakeholder growth are the same opportunity.
Report
Marketing Driving Sustainable Growth
A May 2022 session that answers the question of falling marketing influence with two centuries of economic history and a measured rise in CMO influence.
Study
Seven Building Blocks of Humanized Growth: The Johannesburg Roundtable
The Johannesburg roundtable deck, contrasting growth overperformers and underperformers across seven building blocks.
Interview
Aggregating Stakeholders Who Pull in Different Directions
Ramon Laguarta defines the leadership job as converging conflicting stakeholder needs into one strategy, and describes moving PepsiCo's top markets to end-to-end local management.
Interview
Values Under Pressure: Heineken’s CEO on Russia, Stakeholders, and the Limits of Brand Activism
Dolf van den Brink explains the decision to stop selling the Heineken brand in Russia, why he ranks consumers, customers, and employees ahead of shareholders, and why he
Report
Driving Humanized Growth: The Full Study Walkthrough
Marc de Swaan Arons takes an audience through all seven building blocks of growth, the numbers behind each, and what they imply for the CMO.
Interview
From the Poster Department to the Code Name Phase
Lorraine Twohill describes how marketing at Google moved from late-stage packaging to early product definition, and what a personal purpose looks like when it becomes a program.
Interview
Rebranding Two Companies Into One: A CMO and CEO on Trust, Demand, and Identity
Kirsten Allegri Williams and Alex Atzberger describe merging Episerver and Optimizely into a single identity, and what the partnership between a CMO and a CEO has to survive
Interview
Net Positive, Read as a Blueprint for Leaders
The discussion guide for Paul Polman and Marc de Swaan Arons on Net Positive, working through the book's principles one at a time.