Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
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
Article
Humanized Growth, and the Programs Built to Teach It
An introduction to the Institute for Real Growth: what humanized growth means, the study behind it, and the three ways the institute puts it in front of growth
Talk
A Crisis of Confidence, and the Case for Marketing in Sustainable Growth
A keynote at Oxford's Future of Marketing Initiative arguing that marketing's loss of standing and the shift to multi-stakeholder growth are the same opportunity.
Report
Marketing Driving Sustainable Growth
A May 2022 session that answers the question of falling marketing influence with two centuries of economic history and a measured rise in CMO influence.
Interview
They Would Never Give Me the Money If It Didn’t Work
Philip Thomas on the five global marketers who quietly walked away from creativity and came back when sales slipped, the dip in the agency relationship that gets agencies
Study
Seven Building Blocks of Humanized Growth: The Johannesburg Roundtable
The Johannesburg roundtable deck, contrasting growth overperformers and underperformers across seven building blocks.