The Ideal Tree Framework

The secret to exponential growth starts with a question:
What higher-order value will you add to your customers’ lives?

Ideal Tree

The secret to exponential growth starts with a question: What higher-order value will you add to your customers’ lives?

Ideal Tree Principles

Our research—including a ten-year growth study of more than 50,000 brands around the world—has inspired and validated an action framework we call the “Ideal Tree.”  By operating according to the principles in this framework, the world’s best businesses achieve growth rates triple those of competitors, and they outperform the market by 400%.

The central principle of the Ideal Tree framework is the Brand Ideal, a shared goal of improving people’s lives. A brand ideal is a business’s essential reason for being, the higher-order benefit it brings to the world.

Why a tree? Because businesses and their brands are living things. They have roots that people do not see. They thrive given the right conditions—and they die without care, feeding, and positive energy.