Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
Article
Brand Generates Demand, Reputation Generates Approval
An argument, built on Nike's decision to make Colin Kaepernick the face of Just Do It, that brand and reputation are different assets and sometimes have to be
Study
Seven Myths About Growth, and the Evidence Against Them
The first preview of IRG's findings, presented in New York in 2018: why traditional growth formulas were failing, and seven building blocks argued against seven beliefs the research
Framework
The Head of Insights Profile
The Insights2020 description of the person who should run an insights function, written as a hiring and development standard.
Study
A Practical Roadmap to Customer-Centric Growth
The Insights2020 findings written up for the Journal of Advertising Research: three dimensions, ten drivers, and the maturity ladders behind each.
Talk
Insights2020: The Ten Drivers That Separated Growth Outperformers
A conference presentation of the Insights2020 study, which tested 60 attributes across 60 markets and found ten that distinguished companies growing faster than their peers.
Study
Ten Drivers of Customer-Centric Growth, From the Insights2020 Study
The Insights2020 findings presented as a roundtable: what separates customer-centric overperformers across experience, obsession and the insights engine, and what an insights function has to become.
Study
Ten Drivers of Customer-Centric Growth
The Insights2020 findings presented in Amsterdam: what separates customer-centric over-performers, measured across 60 markets.
Study
Insights2020: The Ten Drivers, With the Numbers Behind Them
The global results summary of Insights2020, a study of customer-centric growth across 60 markets, reporting how far overperformers lead underperformers on each of ten drivers.
Study
Insights2020: The Global Results Summary
The full Insights2020 results, from study design and advisory board to the ten drivers and the tools built on them.