DVJ Insights releases The Growth Decision book

Many organizations know how brands grow, but fail to translate that knowledge into structural growth. According to Lucas Hulsebos , CEO of DVJ Insights, the cause lies in the way companies are structured and make decisions.

He states this in his book The Growth Decision: Leadership, Strategy and the Architecture of Sustainable Brand Growth .

Growth as a leadership issue

According to Hulsebos, growth is not a marketing problem, but a matter of leadership and organization. Although principles such as increasing penetration and investing in brand awareness are widely known, companies often continue to focus on the short term.

Lucas Hulsebos: "Growth is no coincidence. It is the result of how organizations are structured to make decisions over time."

In many organizations, decisions are made in a fragmented manner, and brand strategy and commercial execution do not align sufficiently.

De Strategic Growth Gap

In the book, Hulsebos introduces the concept of the Strategic Growth Gap: the structural difference between organizations that are growing and organizations that are stagnating.

According to him, growth does not arise from isolated activities such as campaigns or innovations, but from the coherence and consistency of choices over a longer period of time.

Based on research and practice

The book is based on 10 years of research among more than 20,000 marketing professionals and over 500 in-depth interviews with marketing leaders.

In addition, insights from the practice of DVJ Insights have been incorporated, which itself has grown consistently in a competitive market over the past few years.

Systems perspective on growth

Instead of focusing on individual marketing instruments, the book approaches growth as a cohesive system. In doing so, existing assumptions regarding innovation, promotions, and data-driven working, among others, are critically examined.

The central message: sustainable growth arises from consistent choices, focused on the long term and anchored in the organization.

The book is available via Centraal Boekhuis, Managementboek.nl, and Amazon.com for international delivery.

www.dvj-insights.com

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