The book behind the methodology
The Top 5%.
What it takes to outgrow your category.
Most brands grow or stall for reasons their own customer explanations don’t fully reveal. The Top 5% argues that a small minority of brands grow because they understand demand at a level conventional research cannot reach.
Get it
Two ways to read it.
Download the Growth Brief
PDF · 8 pages · the core argument for executives.
Request a hardcopy
Printed book, mailed to you.
The argument
What the book argues.
- Customer statements are not customer truth. What people say explains a decision they’ve already made. It rarely reveals why they made it.
- Growth comes from demand drivers, not activity. More campaigns, more features and more spend amplify whatever assumption you started with, right or wrong.
- Every category has a demand pattern. The top 5% read it accurately; the rest optimize against a plausible myth.
- Most marketing spend amplifies the wrong assumption. Scale applied to a false reason-to-buy buys faster stagnation, not growth.
- Demand can be measured below stated preference. That hidden layer, not the survey answer, is where compounding brands operate.
Readership
Who it’s for.
Written for the leaders who own high-stakes growth decisions at companies where customers actually choose.
Roles: CEOs, CMOs, and VPs of Brand, Insights and Innovation.
Categories:
- FMCG
- Pet
- Consumer Tech
- Telco
- Financial Services
- Insurance
- Health & Wellness
- Retail