When one ecommerce executive from a global brand tells you they are pushing for a radical rethinking of the beliefs that have driven growth for decades at their company, it’s an interesting anecdote. When 10 executives tell you the same thing, it’s a research project. When Molly Schonthal, founder of the Digital Shelf Institute Executive Forum, and Chris Perry, Chief Learning Officer at firstmovr, started hearing similar anecdotes and data points around shifts from members  of the Executive Forum around the shifts their companies were making to maximize growth - consequential shifts in long-standing pricing strategies, assortment  planning, org and  budget, they decided to tackle bringing a forceful call to action in the market. This new research is titled The Shift to Total Growth Accountability, and Molly and Chris joined Peter to talk it through.