Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
Presentation
What Nielsen Tells You Is What You Told Nielsen
The first global launch of the Institute for Real Growth study: seven building blocks, a hair care brand with three different market shares, and the LinkedIn data on
Interview
What Participants Say About the Real Growth Leadership Program
Marketing leaders describe why they joined IRG's leadership program and what they took from it.
Interview
You Kill Creativity by Saying No
Miguel Patricio and Jodi Harris on zero-based budgeting misunderstood, the four things that made one company creative, and why marketing is the natural path to the chief executive's
Interview
A CFO Who Rewrote the Contract With Shareholders
Hans Ploos van Amstel talks to Frank van den Driest about reinvesting three years of profit, agile budgets, and getting finance people out of their spreadsheets.
Article
The Three Characteristics of a da Vinci-Like Growth Leader
An IRG study of 550 senior leaders identified what separates growth outperformers: analysis, storytelling, and empathy held together in one person.
Study
The CMO Is Typically the First to Go, and What the Data Says About That
IRG's October 2020 update: the seven building blocks with the full comparison data, the profile of a da Vinci growth CMO, and survey evidence that the role was
Study
The Architecture of Real Growth
The full IRG presentation: why old growth formulas stopped working, the seven building blocks that separate overperformers, and the ten experiences and five attitudes of the Da Vinci
Study
Score Your Own Organization: A CMO Clinic on the Seven Building Blocks
Marc de Swaan Arons presents the Humanized Growth Study and then hands the framework back as a scoring exercise participants run on their own organizations.
Interview
Paul Polman on Purpose, Courage and the Marketer’s Responsibility
A long conversation on turning Unilever toward multiple stakeholders, why purpose-led brands grew faster, and what Polman thinks marketing leaders owe the world.