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Ep 22 | Practicing With: Marc de Swaan Arons
What does real growth actually look like — and does the future of business require a fundamentally different kind of leader?
In this episode, we sit down with Marc de Swaan Arons, founder of the Institute for Real Growth (IRG), one of the leading thinkers on the future of marketing and business leadership. With over three decades working with global brands and CMOs — from his career at Unilever to founding the consulting firm Effective Brands — Marc now works with senior leaders at companies like Coca-Cola, MasterCard, and Nestlé to reimagine what growth means in a stakeholder economy.
We explore how intangible assets now make up 80% of a company's value, why exhausted marketers are a systemic risk, and what it truly takes to lead from a place of strength in a world demanding more from business than ever before.
FOLLOW US!
IG: https://www.instagram.com/sorce.io/
YouTube: https://www.youtube.com/channel/UCwSfJG5bHPJ2MGdz62vmEGw
Spotify: https://open.spotify.com/show/58IgrWuC4FG7xqZzRHL9Yy
Apple Podcasts: https://podcasts.apple.com/us/podcast/the-practice-podcast/id1793642406
LinkedIn: https://www.linkedin.com/company/33316159/
SHOWNOTES:
2:14: Redefining "Real Growth" — Why value creation is about far more than profits, and how IRG makes that case to Fortune 500 leaders and CMOs
3:54: Enrolling Leaders in a New Story — The combination of logical business case and emotional appeal that gets senior executives on board
5:17: The Intangible Asset Revolution — How the shift from 80% tangible to 80% intangible value fundamentally changes how companies should be led
13:54: The Marketer's Unique Role — Why marketers are the "window on the world" for organizations and the underappreciated drivers of human-centered innovation
18:42: Burnout as a Systemic Risk — Why depleted, exhausted leaders — especially CMOs — are dangerous for organizational creativity and momentum
25:28: Whole-Brain & Embodied Leadership — The IRG approach to getting leaders out of their heads through constellation work, meditation, and embodiment practices
27:08: The Courage to Change — What percentage of senior leaders are truly willing to challenge existing growth models
33:30: AI, Optimism, and the Next 50 Years — How Marc sees the role of companies in society evolving, and why he remains hopeful
36:27: Personal Practice — How Marc manages his own energy conscientiously as a self-described change maker and storyteller
View all episodes
By The Practice PodcastWhat does real growth actually look like — and does the future of business require a fundamentally different kind of leader?
In this episode, we sit down with Marc de Swaan Arons, founder of the Institute for Real Growth (IRG), one of the leading thinkers on the future of marketing and business leadership. With over three decades working with global brands and CMOs — from his career at Unilever to founding the consulting firm Effective Brands — Marc now works with senior leaders at companies like Coca-Cola, MasterCard, and Nestlé to reimagine what growth means in a stakeholder economy.
We explore how intangible assets now make up 80% of a company's value, why exhausted marketers are a systemic risk, and what it truly takes to lead from a place of strength in a world demanding more from business than ever before.
FOLLOW US!
IG: https://www.instagram.com/sorce.io/
YouTube: https://www.youtube.com/channel/UCwSfJG5bHPJ2MGdz62vmEGw
Spotify: https://open.spotify.com/show/58IgrWuC4FG7xqZzRHL9Yy
Apple Podcasts: https://podcasts.apple.com/us/podcast/the-practice-podcast/id1793642406
LinkedIn: https://www.linkedin.com/company/33316159/
SHOWNOTES:
2:14: Redefining "Real Growth" — Why value creation is about far more than profits, and how IRG makes that case to Fortune 500 leaders and CMOs
3:54: Enrolling Leaders in a New Story — The combination of logical business case and emotional appeal that gets senior executives on board
5:17: The Intangible Asset Revolution — How the shift from 80% tangible to 80% intangible value fundamentally changes how companies should be led
13:54: The Marketer's Unique Role — Why marketers are the "window on the world" for organizations and the underappreciated drivers of human-centered innovation
18:42: Burnout as a Systemic Risk — Why depleted, exhausted leaders — especially CMOs — are dangerous for organizational creativity and momentum
25:28: Whole-Brain & Embodied Leadership — The IRG approach to getting leaders out of their heads through constellation work, meditation, and embodiment practices
27:08: The Courage to Change — What percentage of senior leaders are truly willing to challenge existing growth models
33:30: AI, Optimism, and the Next 50 Years — How Marc sees the role of companies in society evolving, and why he remains hopeful
36:27: Personal Practice — How Marc manages his own energy conscientiously as a self-described change maker and storyteller