Studying the impact of innovation on business and society

McKinsey – The Growth Triple Play: Creativity, Analytics and Purpose

Brian Solis joined McKinsey at Cannes Lions, the International Festival of Creativity, to debut research that explores the high performing organizations that prioritize the “growth triple play” of creativity, analytics, and purpose.

The presentation is here (registration required).

Key Findings:

  • Only 7 percent of companies are delivering on the growth triple play by unifying creativity, analytics, and purpose. They are driving average revenue growth of 2.3 times versus peers from 2018–19 (which increased to 2.7 times versus peers from 2019–20).
  • In the period 2018–19, companies using just one of the capabilities—either creativity, analytics, or purpose—saw an average growth rate of more than 6 percent. Adding a second component saw growth rates climb to more than 7 percent. For those that employed the full triple play, growth rates climbed to more than 12 percent.
  • CMO’s have a once-in-a-generation opportunity to lead growth, as 78 percent of CEOs are now banking on CMOs and marketing leaders to drive growth.

Brian Solis, global innovation evangelist at Salesforce and eight-time best-selling author, says technology has conditioned today’s consumers to expect that they can get whatever they want, wherever they want it, within minutes. Meeting that high bar is simply not possible without analytics and an unwavering focus on the customer. This also includes organizational transformation. “We’ve become a customer-360 company, because we’re helping customers organize and digitally transform entirely around the customer and customer insights to deliver that real-time value, throughout the customer journey. The goal is to create connected, intuitive, and personal ‘ignite moments,’ that moment when you have someone’s attention and you know their intention, and you can deliver the best, most personalized, efficient, convenient, and ‘wow’ experience possible. Analytics help companies understand those wants in real time; AI and automation can even help them deliver against them ahead of time.”


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