Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
Article
From Losing Influence to Taking Responsibility
The IRG founders argue that what the world now needs and what marketers can offer have converged, and that this is the function's Ikigai.
Article
Dear Growth Leader: The 2022 Founders’ Letter
The published letter from IRG's founders to the growth leaders starting the third IRG100 program, arguing that marketing's moment has arrived and that the case for it is
Report
Arguments For and Against Stakeholder Capitalism
IRG set out both sides of the stakeholder capitalism argument in January 2022: five reasons to adopt the approach, and five reasons it is disputed, each traced to
Study
Define Your Market So You Have No More Than 3% Share
Aljan de Boer works through abundant markets: the myths about growth ambition and market share, the capabilities that separate overperformers, and three actions a marketer can take.
Report
The Seven Building Blocks of Growth, Presented in Panama
Frank van den Driest and Marc de Swaan Arons take the Star5 summit through IRG's growth study and the leadership profile it produced.
Report
Taking Responsibility for Humanized Growth
The session deck for the first IRG Open, built around a briefing from Angela Ahrendts and a working question about what leaders actually do next.
Interview
The Future CEOs Will Be the World’s Greatest CMOs
Angela Ahrendts on making investors watch a three-minute film before discussing the numbers, teaching 80,000 classes a week in Apple stores, and why marketers have to get out
Study
The Growth Study: Seven Building Blocks
The October 2021 presentation of the IRG Growth Study, contrasting revenue growth overperformers and underperformers across seven building blocks.
Talk
The Da Vinci Growth CMO: Ten Experiences and Five Attitudes
A presentation of the leadership profile IRG developed with Spencer Stuart, separating the experiences a company hires for from the attitudes every growth leader needs.