The growth triple play: Creativity, analytics, and purpose

a man dressed in a costume representing a positive business growth

A creative approach can help boost growth. Image: REUTERS/Ralph Orlowski

Biljana Cvetanovski
Partner, Mckinsey and Company
Brian Gregg
Senior Partner, Mckinsey and Company
Jesko Perrey
Senior Partner, Mckinsey and Company
Orsi Jojart
Associate Partner, London
Eric Hazan
Senior Partner, Member of the McKinsey Global Institute
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this graph shows the positive effects the of triple play strategy from 2018-2019
The effects of the triple play strategy from 2018-2019. Image: Mckinsey & Company
This graph shows that the triple play had a further halo effect during the pandemic
The effects of the triple play strategy from 2019-2020. Image: Mckinsey & Company
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these charts show that companies which utilize the growth triple play infuse creativity with analytics at much higher rates than those who don't
The advantages of infusing creativity with analytics. Image: Mckinsey & Company

charts showing that deploying analytics with purpose is another feature of the growth triple play that companies who outperform their peers focus on
The advantages of deploying analytics with purpose. Image: Mckinsey & Company

charts showing that finding power in purpose is the final element that companies who enjoy the triple growth play focus on
The benefits of finding power in purpose. Image: Mckinsey & Company

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