Jim Stengel's book "Grow," which argues that a company's core ideal, or purpose, is a major driver of growth and profitability. The book examines the Stengel 50, a list of companies that have achieved remarkable growth over the past decade, and analyzes how their ideals have contributed to their success. The text highlights the importance of defining a clear brand ideal that resonates with consumers and employees, and how to measure progress towards that ideal through various metrics. The author uses a series of real-world examples from companies like P&G, Jack Daniel's, Method, and Zappos, to illustrate the power of ideal-driven business practices and the importance of aligning communication, innovation, and company culture around a shared purpose.