The Provocateurs Episode 44 | Samuel Monnie: The Case for Values-Driven Growth

What if the biggest problem with marketing today is the way we’ve been taught to think about it? Samuel Monnie, once a “reformed marketer” but now “marketing reformer,” argues that traditional marketing frameworks like the 4Ps (product, price, place, promotion) no longer reflect the world we live in. Instead, we should look towards a more human model: purpose, people, progress, and prosperity. Purpose: driving more inclusive, equitable outcomes – and positive impact People: leading with compassion, creativity, and connection Progress: creating better solutions that raise the bar for everyone Prosperity: building systems where business, society, and nature can thrive In this episode he explains why aligning business with values is not just ethical but a commercial imperative. He brings the data to dispel the myth that profit and purpose are in conflict. And explores how organizations can “learn, unlearn, and relearn,” embracing curiosity, listening more deeply to customers and employees, and focusing on progress over perfection. Samuel is co-founder and co-CEO of New York-based Purpose Hive. He has led brand and business growth at companies including Braun, Campbell's, Grainger, Safeway, Proctor & Gamble, and Sustainable Brands. --- This podcast is part of an ongoing series of interviews with executives. The executives’ participation in this podcast are solely for educational purposes based on their knowledge of the subject and the views expressed by them are solely their own. This podcast should not be deemed or construed to be for the purpose of soliciting business for any of the companies mentioned, nor does Deloitte advocate or endorse the services or products provided by these companies.