The Initiative for Real Growth has analysed a huge range of research, including hundreds of C-suite interviews, to uncover the factors that drive sustainable, top-line business growth. In this episode of Future Proof, co-founder of the Institute for Real Growth Marc de Swaan Arons (Kantar) talks us through the findings, and explains what distinguishes an over-performer from an under-performer. He talks about whole-brained marketing, the importance of open cultures and anticipative organisations, how to better define your market and business model(s)… and why humanised growth works best.