Grow: How Ideals Power Growth and Profit at the World's Greatest Companies ハードカバー – ラフカット, 2011/12/27
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Ten years of research uncover the secret source of growth and profit …
Those who center their business on improving people’s lives have a growth rate triple that of competitors and outperform the market by a huge margin. They dominate their categories, create new categories and maximize profit in the long term.
Pulling from a unique ten year growth study involving 50,000 brands, Jim Stengel shows how the world's 50 best businesses—as diverse as Method, Red Bull, Lindt, Petrobras, Samsung, Discovery Communications, Visa, Zappos, and Innocent—have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes. In fact, over the 2000s an investment in these companies—“The Stengel 50”—would have been 400 percent more profitable than an investment in the S&P 500.
Grow is based on unprecedented empirical research, inspired (when Stengel was Global Marketing Officer of Procter & Gamble) by a study of companies growing faster than P&G. After leaving P&G in 2008, Stengel designed a new study, in collaboration with global research firm Millward Brown Optimor. This study tracked the connection over a ten year period between financial performance and customer engagement, loyalty and advocacy.
Then, in a further investigation of what goes on in the “black box” of the consumer’s mind, Stengel and his team tapped into neuroscience research to look at customer engagement and measure subconscious attitudes to determine whether the top businesses in the Stengel Study were more associated with higher ideals than were others.
Grow thus deftly blends timeless truths about human behavior and values into an action framework – how you discover, build, communicate, deliver and evaluate your ideal. Through colorful stories drawn from his fascinating personal experiences and “deep dives” that bring out the true reasons for such successes as the Pampers, HP, Discovery Channel, Jack Daniels and Zappos, Grow unlocks the code for twenty-first century business success.
“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 Lévy, 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
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その独自理論がブランドの価値を市場で確立していると、ジム・ステンゲル氏が選んだ『Stengel 50』という企業群のことを論じ、展開していくものだ。ちなみに、『Stengel 50』には日本からはただひとつ、楽天が選ばれている。日本人として言わせてもらえば、楽天はある意味、たくさんの売り手を管理しているだけの企業体で、ブランドとしての価値など無いと思うし、毎日驚くくらいのほぽスパム・メールとも言えそうな大量のメールが、G-mailの自動仕分けで、アーカイブされていくのを見て、こんな会社をトヨタのようにきちんとしたモノづくりをしている会社をさしおいて、『ブランド』として選び出すあたり、既にダメだと思う。それ以外の他国企業にもありえないような面子が並んでいる。
Stengel loves people, cares about them, you see that on every page. He tries to understand them in order to help them. Help them have a nice day, help them do their tasks in the house, cooking, whatever. In his quest to understand he has come up with the five human emotions that are crucial: joy, pride, exploration, community involvement and social awareness (jpecs). At the same time Jim knows his numbers and can talk about growth figures like any analist, even though for him they are a proof of the other truth: you build a succesful company round the connection with people along these five emotions.
His style is down to earth, entertaining, to the point. A book you can't put down. Loved it.
Perhaps the most important achievement is the way the author demonstrates that fidelity to values and ideals is not the drag on sales and profits that some might have us believe. But rather is the source of growth and profit for an impressive list of category leaders like Apple, HP and P&G.