"I believe that businesses that understand why they uniquely exist will grow in a sustainable way. Ideals-driven businesses inspire their consumers, inspire their employees and outperform their competitors. I've studied this, I've seen it, I've experienced it and I believe it's the only way forward."
Articles and Essays
—By Jim Stengel, reprinted with permission from the Autumn 2012 issue of strategy+business, published by Booz & Company Inc. Copyright © 2012. All rights reserved.
Jim Stengel explains how great ideals must stand for something compelling to the people they touch.
Read how Jim Stengel, with the help of Millward Brown Optimor, proved that the most successful brands in the world are built around ideals.
Read a synopsis of Jim Stengel's Keynote Address at the ANA Annual Conference, "Five Lessons in Marketing, in Branding, in Life."