Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
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.
Article
Partner Voices and the Humanizing Growth Guest List
Six C-suite association leaders say why they backed the IRG Impact Study, alongside the announcement cards for the Humanizing Growth Series.
Interview
Javier Meza on Coordinated Agility
The CMO of Coca-Cola's sparkling brands on the difference between company purpose and brand purpose, and on running global brands without either chaos or paralysis.
Report
Human Centricity Reset: What the IRG2020 Cohort Learned From the First Months of COVID
An extra session added to the 2020 online program, in which participants worked through what the pandemic had changed and what growth leaders should do about it.
Interview
Alan Jope on Brand-Do Versus Brand-Say
The Unilever chief executive on purpose that has to be earned, the difference between political issues and party politics, and why none of it is driven by altruism.
Study
How Much of Intangible Value Is Brand?
Jonathan Knowles measures the intangible share of company value across 12,000 companies, then tests whether the published brand value league tables agree with each other.