Jim Stengel - Grow: How Ideals Power Growth and Profit at the Worlds Greatest Companies

Jim Stengel occupies a unique place in the business world. Using the wisdom and insights gained from his successful business career, he powerfully demonstrates in Grow that businesses that make a higher purpose their north star far outperform their competition. In page after page, he argues convincingly that in todays world, improving peoples lives and having a positive social impact are the best prescriptions for long-term success. By combining a scientists rigor with a storytellers gifts, he has produced a brilliant, must-read book supremely suited to our times.

Arianna Huffington, president and editor in chief, The Huffington Post

When you start reading Grow, you may well feel a little skeptical about the ideal and its bottom-line value. But youll soon become intriguedand then utterly convinced. Jim Stengel shares his beliefs and his experience with a generosity bordering on the reckless; and he has the hard, clean numbers to bear his teachings out.

Sir Martin Sorrell, CEO, WPP

People search for meaning in their lives. Leaders who can infuse meaning into business strategies, work plans, and even organizational structures can inspire dramatically higher levels of performance. Jim Stengels book Grow is a tool kit for turning the power of idealsor what we at P&G think of as purposeinto competitive advantage and sustainable growth.

Robert A. McDonald, chairman, president, and CEO, Procter & Gamble

Some say brands are dying in the age of social media and the like. Jim Stengel says, in effect, thats nonsense; and he has the track record times ten to prove it. Sustainable differentiation has never been more essential, and effective branding is the only winning game in town. But branding done right is no less than a way of lifeencompassing culture, connection, intimacy, and ideals lived with unrelenting passion; so much more than merely following the whims of the latest market research. A landmark book tailor-made for the times! Read it, absorb it, live it!

Tom Peters, co-author ofIn Search of Excellence

In Grow, Jim Stengel presents a new powerful model for business. An innovator and a marketing veteran, Stengel shows how companies can leverage social networks to spark and sustain the conversations that are taking place about their brands every day. This is a must-read, not just for marketers, but for all business leaders.

Sheryl Sandberg, COO, Facebook

Every executive understands the value propositionthe economic attributes around which you sell. Jim Stengel explains the power and urgency of the values propositionthe principles for which you stand. This breakthrough book, filled with original ideas and engaging stories, will inspire you to rethink what truly matters to your company and career. Pick it up, then put it to work!

William C. Taylor, founding editor, Fast Company, and bestselling author ofPractically Radical

Grow doesnt just give insight into Jim Stengels brilliant career with P&G, it provides evidence and inspiration for any leader to be in touch with and pursue their ideals.

John Wren, president and CEO of Omnicon

We all seek growth! And one of the best ways to achieve it is certainly to learn the lessons from Jim Stengels Grow. In this fascinating book in which proven and new recipes are mixed to create a successful path toward growth, I personally discovered ideas that are exactly what we need in todays business environment.

Maurice Lvy, chairman and CEO, Publicis Groupe

Jim Stengel is a pioneer. Not only has he cracked the code on growth, unlocking the mysteries of what drives supercharged performance, he gives us something more profound. When you truly and measurably improve other peoples lives, your life and the life of your business and brand improve exponentially. Mystery solved. Truth unleashed.

Roy Spence, chairman and co-founder, GSD&M; CEO and co-founder, The Purpose Institute; and author ofIts Not What You Sell, Its What You Stand For

This is an important book for our time. Jim Stengel proves that business growth accelerates with an inspiring ideal at the center of a company. He then takes you on a journey that will forever change how you approach business. Read it and apply its lessons, and reap the benefits of faster growth.

Andrea Guerra, CEO, Luxottica Group

What does your business stand for in the eyes of the people most important to your future? What should it stand for? The right answer is what will make your best customers tell their friends you are indispensable. And for that, Stengel is the indispensable read. He has written the bible on how to transform your company culture into the strategic weapon that slays rivals and pays dividends. Ive seen it work in Jims leadership at P&G and in our work at Intuit. It is not a cosmetic tint; it goes to the core of your firms reason for being, your role as a leader, and what will drive your most important customers to trust what you do.

Scott Cook, co-founder and chairman of the Executive Committee, Intuit Inc.

Copyright 2011 by Jim Stengel

All rights reserved.

Published in the United States by Crown Business, an imprint of the Crown Publishing Group, a division of Random House, Inc., New York.

www.crownpublishing.com

CROWN BUSINESS is a trademark and CROWN and the Rising Sun colophon are registered trademarks of Random House, Inc.

Library of Congress Cataloging-in-Publication Data

Stengel, Jim.
Grow : how ideals power growth and profit at the worlds greatest companies / Jim Stengel. 1st ed.
p. cm.
Includes bibliographical references and index.
1. ManagementSocial aspects. 2. Corporate culture. 3. Ideals (Psychology)
4. Strategic planning. 5. Branding (Marketing) 6. Market share. I. Title.
HD 31.S69236 2011
658.401dc23 2011029528

eISBN: 978-0-307-72037-5

Jacket design by David Tran

v3.1

For my brother Bob (19592010),
who lived a life of higher ideals.

Introduction
The Ultimate Growth Driver

Ideal
A Definition