Brands that centered their businesses on the ideal of improving people’s lives outperformed competitors

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In his book "Grow", former P&G executive Jim Stengel talks about what differentiates a top performer from the rest of the pack. 

He researched more than 50,000 brands and concluded that brands that centered their businesses on the ideal of improving people’s lives resonate more with consumers—and outperform their category competitors.Top performing brands are built on ideals, higher-order purposes that transcend products and services.  Stengel concludes that the best-performing businesses are driven by brand ideals; that touch on five human values - “eliciting joy, enabling connection, inspiring exploration, evoking pride or impacting society” 

In the book he cites an example of how Pampers lost market share by focusing too narrowly on nappies’ dryness, before he redefined its brand ideal as “helping mothers care for their babies’ and toddlers’ healthy, happy development”.


He came up with the Stengel 50 and compared the growth with other brands.














He created a model called Brand Ideals path model
















Read the book at

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