GROW:ACTIONABLE BOOK SUMMARY BY OMAR M. KHATEEB

HOW IDEALS POWER GROWTH AND PROFIT AT THE WORLD'S GREATEST COMPANIES

ABOUT THE AUTHOR▸ Jim is the former Global Marketing Officer of $84 billion Procter & Gamble, where he oversaw an $8

billion advertising budget and had organizational responsibility for nearly 7,000 people. P&G sales doubled during Jim’s tenure as GMO. Highly regarded, his leadership was recognized in 2008 when P&G was honored as the 2008 Cannes International Advertising Festival Advertiser of the Year for the first time in company history.

▸ Jim was recognized in 2003, 2004, 2006, and 2007 by Advertising Age as the number one “Power Player” in marketing. In 2005, he was recognized as Grand Marketer of the Year by Brandweek magazine, the same year P&G was named Marketer of the Year by Advertising Age magazine. Jim was named to the first-ever Fortune Executive Dream Team in 2011.

WHY GROW IS A GREAT BOOK

▸ Stengel’s research—including a ten-year growth study of more than 50,000 brands around the world—has inspired and validated an action framework we call the “Ideal Tree.”

▸ By operating according to the principles in this framework, the world’s best businesses achieve growth rates triple those of competitors, and they outperform the market by 400%.

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WHAT IS A BRAND IDEAL?

▸ The central principle of the Ideal Tree framework is the Brand Ideal, a shared goal of improving people’s lives. A brand ideal is a business’s essential reason for being, the higher-order benefit it brings to the world.

▸ Why a tree? Because businesses and their brands are living things. They have roots that people do not see. They thrive given the right conditions—and they die without care, feeding, and positive energy.

A BRAND IDEAL OF IMPROVING PEOPLE’S LIVES IS THE ONLY SUSTAINABLE WAY TO RECRUIT, UNITE, AND INSPIRE ALL THE PEOPLE A BUSINESS TOUCHES, FROM EMPLOYEES TO CUSTOMERS.

Jim Stengel on the “Ideal Factor”

WHAT DO THE BEST BUSINESS LEADERS DO?

▸ Discover a brand ideal of improving people’s lives in one of five fields of fundamental human values.

▸ Build their organizational culture around the brand ideal.

▸ Communicate the brand ideal to engage employees and customers.

▸ Deliver a near-ideal customer experience.

▸ Evaluate their progress and people against brand ideal.

THE STENGEL STUDY OF BUSINESS GROWTH.

▸ If you stop leading change, however, you stop leading. And if an organization stops changing and growing, it becomes vulnerable to competition.

▸ Benchmarking against the best performers resets your standards and challenges your growth assumptions.

▸ ALL businesses go through tough times, and the most important step to surviving them and coming out stronger is often renewing brand ideals.

THE 4 PROFOUND FINDINGS FROM THE STENGEL STUDY:

BRAND IDEALS DRIVE THE PERFORMANCE OF THE HIGHEST GROWTH BUSINESSES

Finding #1 of Stengel Study

THE HIGHEST GROWTH BUSINESSES ARE RUN BY BUSINESS ARTISTS, LEADERS WHOSE PRIMARY MEDIUM IS BRAND IDEALS.

Finding #2 of Stengel Study

ALL BUSINESS ARTISTS FOCUS ON OPERATING SYSTEMS THAT GENERATE AND SUSTAIN HIGH GROWTH.

Finding #3 of Stengel Study

GREAT BRAND IDEALS FOCUS ON 1 OF 5

FIELDS OF FUNDAMENTAL HUMAN VALUES.

Finding #4 of Stengel Study

TEXT 5 FIELDS OF FUNDAMENTAL HUMAN VALUES

ELICITING JOY -Activating experiences of happiness, wonder, and limitless possibility.

Five Fields of Fundamental Human Values

ENABLING CONNECTION -To enhance the ability of people to connect with one another and the world in meaningful ways.

Five Fields of Fundamental Human Values

INSPIRING EXPLORATION - To help people explore new horizons and new experiences.

Five Fields of Fundamental Human Values

PRIDE -To give people increased confidence, strength, security, and vitality.

Five Fields of Fundamental Human Values

IMPACTING SOCIETY - Affecting society broadly, including by challenging status quo and redefining categories.

Five Fields of Fundamental Human Values

TO GUIDE INDUSTRY-LEADING GROWTH, BUSINESS ARTISTS AND THEIR ORGANIZATIONS CONTINUALLY ASK 4 QUESTIONS:

HOW WELL DO WE UNDERSTAND THE PEOPLE WHO ARE MOST IMPORTANT TO OUR FUTURE?

Industry Leading Business Artist

WHAT DO WE AND OUR BRAND STAND FOR?

Industry Leading Business Artist

WHAT DO WE WANT TO STAND FOR?

Industry Leading Business Artist

“Business artists excel in similar practices that constitute an operating system for generating and sustaining high growth.”

-Jim Stengel

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THE STENGEL TOP 50

BUSINESS ARTISTS IN THE STENGEL 50 EXCEL AT:

▸ Discovering, or rediscovering, a brand ideal in one of five fields of fundamental human values.

▸ Building the business culture around the ideal.

▸ Communicating the ideal internally and externally to engage employees and customers.

▸ Delivering a near-ideal customer experience.

▸ Evaluating business progress and people against the ideal.

THE PEOPLE THE BRAND SERVES: MAKE SURE THE GROUP IS LARGE ENOUGH TO MEET YOUR GOALS.

The Seed

The Base and Roots

POINTS OF DIFFERENCE- EMOTIONAL AND RATIONAL BENEFIT POINTS OF PARITY- ELIMINATES A COMPETITIVE ADVANTAGE

Body of the Tree

Leaves of the Tree

5 THINGS YOU MUST DO:

▸ Must-DO # 1. Discover an ideal in one of five fields of fundamental human values.

▸ Must-DO # 2. Build your culture around your ideal.

▸ Must-Do# 3. Communicate your ideal to engage your employees and customers.

▸ Must-Do #4. Deliver a near-ideal customer experience.

▸ Must-do #5. Evaluate your progress and people against your ideal.

Johnny Appleseed

GO FIND YOUR SEED, PLANT IT, AND GROW YOUR IDEAL.