The Organic Growth Playbook
The Organic Growth Playbook
Published October 2018
Available now from the American Marketing Association (click here to order)
Conventional marketing strategies that focus on product differentiation and positioning often fail to deliver faster growth. Jaworski and Lurie offer a novel approach to the problem of growth based on two simple but profound insights. First, they demonstrate that in every purchase process there are a few high-yield customer behaviors that matter most in determining whether and what customers buy. Second, they show how changing those high-yield customer behaviors can consistently drive faster revenue growth. Drawing on decades of client work, the authors provide a detailed, engaging account of a proven system for accelerating—or even doubling—growth. As evidence of its value, the system has been adopted by a host of Fortune 500 firms as their marketing and growth planning process.
INSIDE
Learn about the five organic growth principles and choices (p. 13)
How to re-think segmentation for organic growth (p. 29)
The limits of the traditional buying process page (p. 40)
How to map the buying process waterfall (p. 40)
What characteristics determine a high yield behavior page (p. 41)
Why is a standard purchase funnel analysis insufficient? (p. 49)
How to map buying process waterfalls (p. 50)
Diagnostic question for analyzing the buying process waterfall (p. 52)
What is propensity base segmentation? (p. 77)
What does a propensity based segmentation map look like? (p. 84)
Excerpt from the Organic Growth Playbook
Praise for the Organic Growth Playbook
Organic profitable growth is critical for the long-term health of a business and requires at least three ingredients: high-potential markets, valuable/well-marketed offerings, and strong commercial leadership teams. The Organic Growth Playbook by Bernie Jaworski and Bob Lurie doesn’t help you find a growth market or create a valuable product and service offering, and it doesn’t try to teach you how to lead. Rather, it focuses on the marketing process and how to best map those extremely high value “moments of truth” in the purchasing process with a focus on very distinct high-yield market segments and behaviors. Jaworski and Lurie’s proposition flips Marketing 101 on its head, and can lead to high returns by not only catalyzing increased revenue growth, but also by reducing marketing spend.
Mick Farrell - CEO - ResMed
In a macroeconomic world where you need to create your own growth, The Organic Growth Playbook is a practical, detailed guide for faster organic growth, both in the core and in new markets. The focus on changing key customer behaviors combined with its novel approach to segmentation enables a much more effective approach to product marketing, providing a critical boost to growth. It is now the “Eastman Way” to deliver growth.
Mark Costa - Chairman and CEO - Eastman
Nearly all of the biggest and even best positioned consumer brands around the world are struggling for organic growth. It’s clear the tried and true is no longer sufficient. By digging deeper and wider into the context for purchase behavior, Lurie and Jaworski demonstrate an insightful and time-tested approach for finding the levers of growth. It works.
Tom Long - Former CEO - MillerCoors
Jaworski and Lurie know if a company isn’t growing, it’s probably dying, like most of us. However, in today’s world of rapidly changing business models and elusive competitive advantage they offer a fresh map of thinking on how to grow in an unpredictable environment. Read this book.
Larry Weber - Founder - Weber Shandwick
A brilliant, lucid example of how astute observation of practitioners by creative minds can provide workable, powerful, general principles. Absolutely essential reading for any manager concerned with achieving sustained growth in any industry.
Gerald Zaltman - Harvard Business School
Olson Zaltman - Author of How Customers Think and Unlocked: Keys to Improve Your Thinking
In The Organic Growth Playbook, Jaworski and Lurie drive marketing back to the place it should never have left: changing actual customer behavior. By focusing on deeply understanding the customer journey in order to deliver compelling behavior change value propositions, the Playbook provides an actionable blueprint for profitably and sustainably growing your business.
Roger Martin, Co-Author, Playing to Win - Strategy Advisor and Former Rotman School Dean
Jaworski and Lurie have written a very timely book that offers a new framework to address an old and often elusive challenge of how to drive consistent, organic revenue growth. The Playbook shows (1) the counterintuitive power of focusing on a very small set of customer behaviors rather than all stages of the buying process and (2) the effectiveness of focusing on shaping customer behavior versus the conventional wisdom of simply better product positioning.
Anil Menon - Global President, Cisco Smart + Connected Communities
Growing one's company is part of every manager’s job, from the CEO on down. Most managers know this. They just don't know how to do it. Jaworski and Lurie provide a tried-and-true approach to doubling or tripling a firm’s organic growth rate. Any manager committed to growing their company should read it.
Mark Fuller - Former Chairman and CEO - Monitor Group
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