Research Validation

Data supports the value of ideal-driven businesses

Jim Stengel conducted an unprecedented, ten-year growth study utilizing Millward Brown Optimor’s global database of more than 50,000 brands and additional research. What he found was astounding: brands that centered their businesses on the ideal of improving people’s lives resonate more with consumers—and outperform their category competitors.

Moreover, an investment in the top 50 businesses in the growth study—“The Stengel 50”—would have been 400 percent more profitable than an investment in the S&P 500 over that same 10 years.

Here’s the proof—Grow by the numbers:

  • 10-year growth study of 50,000 brands
  • Reveals that the 50 highest-performing businesses are the ones driven by brand ideals
  • “The Stengel 50” grew three times faster than their competitors
  • An investment in “The Stengel 50” would have been 400 percent more profitable than an investment in the S&P 500.

Whether your 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.

Top performing brands are built on ideals, higher-order purposes that transcend products and services. The Jim Stengel Study of Business Growth conducted by Millward Brown revealed that ideals facilitate meaningful difference. By enhancing consumer/customer centricity, top brands are more likely to build purchase intent, driving business growth.

Top performing brands are built on ideals, higher-order purposes that transcend products and services. The Jim Stengel Study of Business Growth conducted by Millward Brown revealed that ideals facilitate meaningful difference. By enhancing consumer/customer centricity, top brands are more likely to build purchase intent, driving business growth.