---
title: Driving Organic Growth in Chemicals
description: Discover how Bob Lurie's behavioral approach to market activation can drive substantial growth in the chemical industry with targeted customer behavior changes.
---

[Growth Arc Newsletter](https://www.growth-arc.com/articles)

# [Driving Organic Growth in Chemicals](https://www.growth-arc.com/articles/driving-organic-growth-in-chemicals)

 Written by [Kendall Justiniano](https://www.growth-arc.com/articles/author/kendall-justiniano) | 19 May

## **- Why Market Activation Fails -**

### with Bob Lurie, PhD -

Bob Lurie, PhD is the former Vice President of Strategy at Eastman Chemical and author of ***The Organic Growth Playbook**, Activate High Yield Behaviors to Achieve Extraordinary Results Every Time -* which highlights methods he used to generate boosts in growth rates of 50-100% for clients by targeting the Customer Buying Process.

Bob developed methods to generate growth during his time at Monitor Group, driven by client struggles he observed with generating growth from traditional marketing approaches, such as Segmentation, Targeting & Positioning.

The method is a *behaviorally-oriented* approach that focuses on examining all the behaviors of customers during the buying journey and targeting behavior change in select behaviors that will drive marked improvements in conversion.

Topics covered included:

- Why traditional methods are incomplete.
- Case study illustrating use of behavioral approaches.
- Summary of Bob's behavioral approach.
- Critical success factors for implementation.
- Experience with implementation at Eastman.

Who should watch? Those who:

- are struggling to generate growth, and have exhausted the traditional marketing & sales levers.
- are interested to boost growth from their core markets.
- wish to improve momentum with digital sales & marketing initiatives.

### Show Notes

- NEW! [Slides used during the workshop](https://www.growth-arc.com/hubfs/Roundtable%20Events/Roundtable%20HANDOUT%20Lurie%200222.pdf)
- NEW! [Executive Summary](https://www.growth-arc.com/hubfs/Roundtable%20Events/Executive%20Summary%20-%20Why%20Market%20Activation%20Fails%20-%20Bob%20Lurie%20240222.pdf) of the Roundtable (2 min read)
- [Bob’s LinkedIn Profile](https://www.linkedin.com/in/bob-lurie-phd-97b9a1ba/)
- [Kendall’s LinkedIn Profile](https://www.linkedin.com/in/kendalljustiniano/)

 

Bob Lurie, PhD  
**Guest Speaker**

CEO, Chilmark Associates LLC

Bob Lurie, PhD is the former Vice President of Strategy at Eastman Chemical and author of [The Organic Growth Playbook, Activate High Yield Behaviors to Achieve Extraordinary Results Every Time](https://www.amazon.com/Organic-Growth-Playbook-Extraordinary-Association/dp/1839826878?crid=12BACBKGPQYPT&keywords=the+organic+growth+playbook&qid=1705340413&s=books&sprefix=the+organic+growth+playbook,stripbooks,128&sr=1-1) - which highlights methods he used to generate boosts in growth rates of 50-100% for clients by targeting the Customer Buying Process.

Bob is the former Vice President of Strategy at Eastman Chemical where for 6 years he implemented the methods he used to generate growth in a chemical industry context. Prior to joining Eastman, he was co-managing partner of Monitor Group and a senior partner at Monitor Deloitte following the firm’s acquisition by Deloitte Consulting in 2013. He founded Monitor's marketing and growth practice, known as M2C, and led it through more than a decade of double-digit growth. He was the architect of the innovative approach to organic growth that fueled M2C’s success and laid the groundwork for [The Organic Growth Playbook](https://www.amazon.com/Organic-Growth-Playbook-Extraordinary-Association/dp/1839826878?crid=12BACBKGPQYPT&keywords=the+organic+growth+playbook&qid=1705340413&s=books&sprefix=the+organic+growth+playbook,stripbooks,128&sr=1-1).

During his two decades as a management consultant, Bob worked with CEOs and other leaders of Fortune 500 companies in nearly every sector and part of the world to help them accelerate growth.   He has helped numerous organizations embed these ideas through large-scale marketing transformations.

Bob earned his PhD in economics from Yale University.

[View full post](https://www.growth-arc.com/articles/driving-organic-growth-in-chemicals)

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