Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
Framework
Implementing the Da Vinci Growth CMO: Ten Experiences and Five Attitudes
An implementation deck built around the Da Vinci Growth CMO article, which draws on interviews with more than 500 leaders to separate the experiences a CMO may need
Framework
Nine Attitudes of the Da Vinci Growth CMO
The workshop board on which IRG100 participants worked out what each Da Vinci growth attitude means in belief and behavior.
Framework
Turning the Why Module into Agency Action
The March 2021 session where WPP agency teams turned the Humanized Growth study into their own growth learnings and opportunities.
Report
Five Megatrends IRG Was Watching in March 2021
Regulation pushing stakeholder capitalism, the spread of subscriptions, pressure to break up big tech, the circular economy, and disintermediation in healthcare and education.
Playbook
Evolving Experiences, and How Adecco Rebuilt Its Own
The IRG100 session on ever-evolving experiences, with a worked case of what it took Adecco to find out what its customers actually go through.
Report
Attitudes Before Behaviors: Working on the Da Vinci CMO
The March 2021 session on the nine Da Vinci growth CMO attitudes, with a self-assessment and a coaching model to work the gap.
Framework
Doing Is Cheaper Than Planning: A Working Session on the Business Model Canvas
Maaike Doyer takes the IRG100 cohort through the business model canvas, using Dollar Shave Club as the case, and argues for discussing models more often and earlier.
Report
Abundant Markets: Growth Beyond Your Slice of the Pie
The IRG100 session that takes apart the idea that growth means taking share, and sets out how overperformers define their market instead.
Framework
Leading Humanized Growth as a Change Journey
The session that treats humanized growth as change management, works through the eight steps, and reminds participants that most change journeys fail.