Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
Interview
Does It All Add Up? A Litmus Test for Strategic Marketing, and Where Da Vinci Leaders Come From
In this excerpt, Marc de Swaan Arons accepts that many companies spread marketing's strategic work across other functions, and offers one test of whether that works.
Interview
How Marketing Lost the Room, and What Humanized Growth Asks It to Do Next
Marc de Swaan Arons traces marketing's loss of strategic influence to a decade of digital distraction, and sets out the multi-stakeholder growth evidence and the Da Vinci leader
Study
Who Contributed to Achieving Stakeholder Impact
The ASI study summary with its full contributor list, showing how far beyond marketing the study reached for its evidence.
Framework
The Da Vinci Growth Leader Profile: Five Attitudes and Five Behaviors
A leadership profile developed by the Institute for Real Growth with Spencer Stuart, setting purpose at the center and describing how a growth leader thinks and how a
Study
From Adam Smith to the Stakeholder Pivot, and What Marketing Is For
Marc de Swaan Arons traces two centuries of argument about what business is for, then defines marketing's job in a multi-stakeholder world as changing how people think, feel
Study
Catching the Lessons Before They Are Thrown Out: The AMI Study
IRG and Oxford's Future of Marketing Initiative announce a C-suite study on stakeholder growth, launched precisely because inflation and recession were putting the 2019 commitments under pressure.
Study
A Practical Roadmap Out of Shareholder Primacy
The Impact Study handout: the central question it set out to answer, the design behind it, and the five drivers that separate organizations driving humanized growth from the
Report
The CMO’s Case for Humanized Growth
A session tracing how the definition of growth shifted over a century, why the CMO role came under pressure, and what marketing can do about both.
Framework
A Humanized Talent Proposition, and Why Quiet Quitting May Matter More
A roundtable deck on recruitment and retention after the pandemic, arguing that the headline resignation figure is smaller than it sounds and that the real question is what