Why most companies are structurally designed not to grow

New book by DVJ Insights explores why sustainable brand growth is a leadership decision

London, 14 April 2026, For decades, we have known how brands grow. Increase penetration, build mental availability, invest consistently over time. The principles are well established and widely accepted. Yet many organisations still struggle to achieve sustainable growth. According to DVJ Insights, the problem is not a lack of knowledge, tools, or data but how organisations are structured to make decisions over time.

Today, DVJ Insights announces the publication of The Growth Decision: Leadership, Strategy and the Architecture of Sustainable Brand Growth, written by CEO Lucas Hulsebos and published by Warden Press. Rather than introducing new frameworks or theories, the book challenges a more fundamental issue: Most companies are not designed to deliver growth even if they know how it works.

From marketing problem to leadership challenge

For years, marketing science has provided clear evidence on what drives growth. Despite this, many organisations continue to prioritise short-term results, fragment decision-making, and disconnect brand-building from commercial execution. The Growth Decision argues that growth should not be seen as a marketing challenge, but as a leadership and organisational one.

It introduces the concept of the Strategic Growth Gap: the structural difference between companies that grow and those that stagnate.

The book shows that growth does not emerge from isolated activities such as innovation, promotions, or creative campaigns. Instead, it is the result of how these elements are connected, prioritised, and consistently applied over time.

Built on large-scale research and real-world experience

The perspective presented in the book is grounded in one of the largest global research programmes among marketing professionals, combining:

• 10 years of research with insights from more than 20,000 marketing professionals

• Over 500 in-depth interviews with marketing leaders

• More than 10 years of continuous research for clients

In addition, the book reflects DVJ Insights’ own experience as a company that has achieved consistent growth over the past decade, operating in a market where many competitors face stagnation or decline.

This combination of academic insight, large-scale data, and practical application forms the foundation of the book’s central argument: Growth is not a knowledge problem. It is a decision-making and organisational challenge.

A system perspective on growth

Rather than focusing on individual marketing techniques, The Growth Decision reframes growth as a system. It challenges widely held assumptions around innovation, Moments of Truth, promotions, creative effectiveness, and data-driven decision making. The book demonstrates that none of these element’s work in isolation. Sustainable growth emerges from how organisations align around long-term demand creation and make consistent decisions under pressure.

About the author

Lucas Hulsebos is CEO and owner of DVJ Insights and has over 30 years of experience in marketing and market research. Through the Brand Growth Platform and collaborations with leading organisations and academic partners, DVJ Insights has been at the forefront of translating marketing science into practical growth decisions.

“Growth is not accidental. It is the result of how organisations are designed to make decisions over time.”– Lucas Hulsebos

Lucas is available for interviews, podcast appearances and expert commentary on sustainable brand growth, leadership, marketing effectiveness and the Strategic Growth Gap.

Book details

Title: The Growth Decision: Leadership, Strategy and the Architecture of Sustainable Brand Growth

Author: Lucas Hulsebos

Publication date: 14 April 2026

Publisher: Warden Press

Format: Hardback, 176 pages

Recommended retail price: €29.95

The book is available from 14 April 2026 at Centraal Boekhuis, Managementbook.nl, and Amazon.com for international delivery.