Press Release: GROW by Jim Stengel


Tara Gilbride, Publicity Director

212-572-2872 |


Dennelle Catlett, Senior Publicist

212-782-9486 |


“A new, powerful model for business; a must-read… for all business leaders.” 

—Sheryl Sandberg, COO, Facebook


With the publication of an exciting new book, P&G’s former Global Marketing Officer Jim Stengel

leads a new movement in business, a profound shift to shared growth and prosperity based on

ideals of improving people’s lives

 * * * 

Based on data from an unprecedented ten-year study, the award-winning business guru and

current UCLA professor reveals the top 50 brands—and why the businesses that center their

strategy on fundamental human values achieve growth triple the competition



How Ideals Power Growth and Profit at the World’s Greatest Companies

By Jim Stengel

Can ideals really be the ultimate growth driver that can grow a business beyond the competition?

 In GROW: How Ideals Power Growth and Profit at the World’s Greatest Companies (Crown Business; December 27, 2011), former global head of marketing of P&G Jim Stengel parses the findings of  the most significant research of recent years on why some businesses grow, but most don’t. Collaborating with leading research firm Millward Brown Optimor and the UCLA Anderson School of Management, Stengel’s global ten year growth study of more than 50,000 brands reveals that those who center their business on the ideal of improving people’s lives have a growth triple that of competitors in their categories. Moreover, an investment in the “Stengel 50,” the top 50 businesses in the growth study, would have been 400 percent more profitable than an investment in the S&P 500.

 GROW explains how to unleash the hidden power of ideals in every part of your business, how to track the benefits quantitatively to top- and bottom-line growth, and qualitatively to increasing employee morale and productivity and increasing customer satisfaction, loyalty, and advocacy for your business. Stengel shares the results of “deep dive” observational visits and interviews with senior executives at a variety of category-leading businesses, including Method, Discovery Communications, Pampers, Innocent, Jack Daniel’s, Zappos, Visa, Motorola Solutions. At each of these companies, executives share directly the role ideals play in their long-term strategies, their business models, and their daily leadership practices.

 Grow is based not only on unprecedented empirical research but also the latest findings of neuroscience. Stengel and his team were thus able to investigate what goes on in the “black box” of the consumer’s mind and discovered a direct link between financial performance and the association of a business with fundamental human values. The results of the study yielded four profound findings:

  1. Ideals drive the performance of the highest growth businesses
  2. Ideals of the highest growth businesses center in one of five areas of fundamental human value–eliciting joy, enabling connection, inspiring exploration, evoking pride, and impacting society
  3. The highest growth businesses are run by business artists—leaders whose primary medium is brand ideals
  4. Business artists excel in practices that constitute an operating system for generating and sustaining high growth

Blending timeless truths about human values and behavior into an action framework—how to discover, build, communicate, deliver and evaluate an ideal—Jim Stengel shares colorful stories from both personal experience and research, this includes:

  • How the Discovery Channel—with its ideal of satisfying curiosity—grew from 156,000 to 1.5 billion subscribers and revenues of more than $4 billion.
  • How Method, the upstart, self-styled David-among-Goliaths—with its ideal of inspiring a happy, healthy revolution in household and personal care—continues to prosper and grow with its “green that really clean” products, while those of its giant multinational competitors have gone into a nosedive as consumers became extremely price conscious during the recession.
  • How Motorola Solutions—which came into existence in January 2011— got off to a fast start after parent Motorola separated into two independent public companies, behind an ideal that captured the hearts and minds of employees and customers.
  • How Pampers, a big but stagnant business, grew from $3.4 billion in sales to over $9 billion by moving away from an emphasis on functional benefits to an ideal of being a partner with mothers in the healthy, happy development of their babies.

Whether a business is in the Fortune 500 or a new venture, whether you are in senior management or beginning your career, getting started on an inspiring ideal is the foundation for changing the narrative of business. The reasons why the narrative of business must change are right in front of us—frenetic business cycles and a winner-take-all mentality have turned “value” into no more than a ticker symbol. Increasing transparency strips oversize marketing campaigns of their power to obscure or cancel out bad behavior. Perhaps the most important is that we have a generation of young people who are three times more likely to work for a company that does something they care about.

 A movement is building, a profound shift to shared growth and prosperity based on ideals of improving people’s lives. How and why it is imperative to be part of this new narrative is a question that occupies the center of this book and to which Jim Stengel provides the ultimate persuasive answer: the growth and profit of every business depends upon getting it right.


JIM STENGEL is the former Global Marketing Officer of Procter & Gamble, where he had organizational responsibility for nearly 7,000 people. He has been named multiple times by Advertising Age as the number one “Power Player” in marketing and recognized as Grand Marketer of the Year by Brandweek magazine in 2005; in September 2011, he was named to the Fortune Executive Dream Team. He is currently President/CEO of The Jim Stengel Company, LLC, and adjunct Professor of Marketing at the UCLA Anderson School of Management. He is on the Board of Directors for AOL and the Motorola Mobility Board and serves as an Advisor for MarketShare, an industry-leading marketing analytics firm. Stengel appears regularly in the media, including Kudlow, the Wall Street Journal, Adweek, etc. He is based out of Coronado, CA and Cincinnati, OH. 

MILLWARD BROWN is one of the world’s leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions—both qualitative and quantitative—Millward Brown helps clients build strong brands and services. For more information on the Stengel Study of Business Growth and our partnership with Jim Stengel, visit  

Crown Business logo

GROW by Jim Stengel

On-sale: December 27, 2011 | Hardcover | 336 pages |

ISBN: 978-0-307-72035-1 | Price: $27.50 | © 2011 Jim Stengel

Also available as an eBook and on Audio



Praise for Jim Stengel’s GROW

 Available December 27th from Crown Business 

“By combining a scientist’s rigor with a storyteller’s gifts, Jim Stengel has produced a brilliant, must-read book supremely suited to our times.”

—Arianna Huffington

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

—Sir Martin Sorrell, CEO, WPP   

“Grow is a tool kit for turning the power of ideals…into competitive advantage and sustainable growth.”

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

“A landmark book tailor-made for the times!”

—Tom Peters, coauthor of In Search of Excellence

“A new, powerful model for business; a must-read… for all business leaders.” 

—Sheryl Sandberg, COO, Facebook

“This breakthrough book, filled with original ideas and engaging stories, will inspire you to rethink what truly matters to your company and career.”

—William C. Taylor, founding editor, Fast Company,

bestselling author of Practically Radical

“Jim Stengel shows quite conclusively the power of galvanizing your company around a noble cause. It’s a great way to think about your business!”

—David C. Novak, Chairman and CEO, Yum! Brands, Inc.

“In this fascinating book…I personally discovered ideas that are exactly what we need in today’s business environment.”

—Maurice Levy, chairman and CEO, Publicis Group

“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 people’s lives, your life and the life of your business and brand improves exponentially. Mystery solved. Truth unleashed.”

—Roy Spence, chairman and cofounder, GSD&M;

CEO and cofounder, The Purpose Institute;

and author of It’s Not What You Sell, It’s What You Stand For

The Crown Publishing Group