Publications

Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.

Interview

Grab Them by the Heart: How Real Beauty Got Approved

Silvia Lagnado on the film that changed an executive committee's mind, a company founded fifty years ago to make a difference, and what she thinks has and has

Interview

Jim Stengel on the Missing Third of Purpose

The former P&G global marketing officer argues that purpose has been found and activated but never measured, and that this is why the skeptics remain.

Interview

Antonio Lucio on Purpose, Platforms and the Diversity Playbook

The CMO of Facebook talks to Marc de Swaan Arons about stakeholder convergence, finding a company's founding purpose, and what he says marketers can actually control.

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.

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.