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Optimizing Growth: Predictive and Profitable Strategies to Understand Demand and Outsmart Your Competitors

Jason Green, Mark Henneman and Dimitar Antov

Wednesday, May 2, 2018 11:15 am EDT

One of the few things that will never change about business is the overarching goal of achieving growth, but what does change continuously is the path to growth. Now, a handbook for how to succeed by using profitable growth strategies is available. OPTIMIZING GROWTH (Wiley), written by strategy executives and growth gurus, Jason Green, Mark Henneman and Dimitar Antov, provides businesses a much needed “how-to” when it comes to navigating today’s business environment.

This new book, identifies key elements that drive profitable growth by using big data and the importance of building demand based business systems. The goal of this book is to offer real world case examples and stories that provide a framework to all businesses of any size and target audience (business-to-business or business-to-consumer) to help drive profitable growth.

Leverage big data and demand into sustainable profitable growth

Optimizing Growth provides the approaches, analytics, frameworks and organizational capabilities required to gain a competitive advantage and describes the new mindset required to leverage these tools into what all businesses need, sustainable profitable growth.

With disruption around every corner, Green, Henneman and Antov outline four new innovative approaches for growth:

  1. Develop a deeper understanding of your business’s growth factors
  2. Re-sync your thinking to gain greater leverage against disruption
  3. Delve deeper into demand and how to best satisfy the most attractive demand opportunities
  4. Capture more growth opportunities using precision analytics frameworks

 These approaches will give businesses new routes to forge to the top, while others become obsolete. In a business environment characterized by disruption across industries, this book provides a valuable guide for finding the profitable growth you need.

Available wherever books and ebooks are sold. Visit here for more information, Wiley.



Jason Green is a managing director with Alvarez & Marsal and has almost 30 years of consulting experience. He is the former CEO of The Cambridge Group and was a principal with the firm for over 20 years. Jason has worked with senior management teams at companies across industries and global markets to create and sustain profitable growth in their businesses. Prior to joining The Cambridge Group, Jason was with McKinsey & Company. He holds an undergraduate degree from Yale University and an MBA from the Kellogg School at Northwestern University.

Mark Henneman has delivered profitable growth for more than two decades as a senior partner with The Cambridge Group, a principal with Booz Allen Hamilton (now Strategy &), and an executive with Motorola, Inc. Mark is the architect of the Demand Business System and collaborates with executive teams to unlock new sources of growth by aligning business activities with the most profitable demand in the marketplace. Mark holds a BA & MA in economics from Northwestern University and an MBA from Dartmouth College.

Dimitar Antov is a current director and former Principal at The Cambridge Group and previously led IP development at their Economic Center of Excellence. He is also the managing director at Straight Forward Concepts, a consultancy specializing in sales and marketing strategy activation. In this role, he leads teams that heavily utilize quantitative analysis, machine learning, predictive modelling, CRM database scoring, BI reporting, and data visualization; he also speaks at conferences covering state-of-the-art techniques in data mining and consumer research. Dimitar holds a PhD in Economics from Northwestern University.

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For more information, or to request a review copy or cover image, please contact:

Katy Smith, publicity manager (Mon-Weds), Wiley

T: +44 (0) 1243 770215

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