Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
Interview
The Hungry Monster: Investing in Data Two Years Before It Pays
Oxford's professor of marketing on the questions a leader should ask a vendor, why a chat bot cannot be switched on, and the advertising algorithm that would quietly
Interview
Poets and Plumbers: The Search Consultant Who Named the Da Vinci CMO
Greg Welch has run more than six hundred senior searches. He describes what actually happens inside one, why the top five things on a CMO's list often do
Interview
I’d Love to See the Business Case for the Alternative
Keith Weed walks through ten years of the Unilever Sustainable Living Plan: how the strategy was built, how it was communicated to 90,000 people in person, and what
Report
What Marketing Leaders Said the Pandemic Reset
Poll results and discussion notes from a May 2020 session, recording where leaders thought their companies had become more human centric and what they expected to stick.
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.