The Growth Decision

Marketing science has been trying to explain brand growth for decades. Yet many organisations still struggle to grow, even with more data, tools, and expertise than ever before. Short-term pressure, fragmented strategies, and misaligned decision systems often undermine the very conditions that enable growth. This book introduces the Strategic Growth Gap: the structural difference between organisations that grow and those that stagnate.
In The Growth Decision, Lucas Hulsebos explores the leadership decisions behind sustainable brand growth. The book draws on ten years of brand growth research and includes the perspectives of more than 20,000 marketing professionals. It challenges assumptions about innovation, Moments of Truth, promotions, creative execution, brand building, and data-driven decision making.
For marketing leaders, strategists, and executives, The Growth Decision offers a clear, evidence-based view of the choices that determine whether brands truly grow.
Lucas Hulsebos is the owner and CEO of DVJ Insights, with over 30 years of experience in marketing and market research. He has driven innovation in research methods and remains actively involved in the industry through boards and publications.