This document summarizes the findings of a research paper about growing a company's core business. The research found that growing the core accounted for 74% of companies' growth in the past 2-3 years. While marketing directors saw growing the core as the best path to sustainable growth, senior management and sales teams were less convinced. Companies often neglect the core due to perceptions that innovation is sexier. The top drivers for growing the core are distinctive branding, expanding distribution, and then product extensions. The conclusion recommends focusing on the core by using inspiring examples to engage others and harnessing growth drivers in sequence.