Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
Report
The Case Study Library
Fourteen companies worked through the seven building blocks of Real Growth, each with the statistics behind the block and what the company actually did.
Report
CMOs Driving Humanized Growth
Why companies started replacing marketing chiefs with growth officers, and what the Real Growth study found the successful ones do instead.
Study
Focus on People, and the Profit Will Follow
The November 2018 work session that first set out the seven growth drivers, the four-stage journey, and the storyline behind 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
Report
How the Initiative for Real Growth Began
The April 2018 program description that proposed the Initiative for Real Growth inside WPP, with a nine month plan and a Davos launch date.
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
Report
The First Findings Presentation
Marc de Swaan Arons walks through the growth challenge, the research behind the Initiative for Real Growth, and the seven building blocks as they were first framed.
Report
The Year IRG Was Built: The 2018 Horizon3 Program Plan
The founding document for the Initiative for Real Growth, written as the plan for a fifteen person leadership program that would run the research and launch the findings
Article
The CMO as a Driver of Real Growth
An article outline arguing that the CMO role is under threat, and that the answer is a different definition of growth rather than a different job title.