The book
Stop reporting what you do. Start proving what you achieve.
The book that changes the way you think about strategy, metrics, and growth. By Carlos Iglesias, CEO and co-founder of Runroom.
A book that puts a name to what many teams feel
The disconnect between what you produce and the value you create isn't an effort problem. It's a direction problem. And until someone names it, it's hard to solve.
This book names it. It explains where that disconnect comes from, why it persists even in brilliant teams, and lays out a concrete path to overcome it.
What shifts
What this book transforms in the way you work
A permanent lens to tell impact apart from activity
There are concepts that, once you truly understand them, change the way you see things forever. The difference between output and impact is one of them. The book explains it with the depth that only unhurried reading allows — with examples, common mistakes, and nuances that don't fit in a slide deck.
The questions that transform planning meetings
The book dedicates entire chapters to the questions you should ask yourself before acting — the ones most teams skip. It's not a checklist: it's the reasoning behind each question, so you understand when to use it and when not to.
Quality criteria to know if your metrics are worth tracking
You'll learn to tell a good leading signal apart from a vanity metric — using the quality criteria the book documents after two decades of real client work. It's the kind of knowledge you need on hand, not just heard once.
A resource to share with your team
The book is something you can put in your team's hands so everyone starts from the same frame of reference. Instead of explaining the methodology yourself in a meeting, the book does the work: it establishes the vocabulary, the concepts, and the causal logic with a precision that spoken conversation rarely achieves.
The recurring mistakes (and how to avoid them)
Each layer of the framework comes with the most common mistakes the author has seen repeat over 20 years of consulting. Poorly framed hypotheses, misleading metrics, experiments that teach nothing. The book documents them one by one so you don't have to make them yourself.
The framework for AI to amplify your judgment, not replace it
AI is a powerful engine. But without strategic direction, it just produces output faster without knowing whether it's the output that matters. The book gives you the full conceptual framework to understand how AI fits into each layer of the framework.
Is this book for you?
You don't need to be a methodology expert. All you need is to have felt that feeling at some point: working hard and not being entirely sure you're working on the right thing.
If that sounds familiar, this book is for you.
About the author
Carlos Iglesias
Carlos Iglesias is CEO and co-founder of Runroom. This book is the distillation of what he has learned working with organizations for more than two decades: the frameworks that work, the mistakes that keep repeating, and the questions that change the conversation.
The book stands on its own. But it isn't the only thing.
You can read this book, apply what you learn with your team, and get results. It's completely self-contained. But if you want to go further, Impact-Driven Growth™ has a training program with videos and hands-on exercises, and an AI tool designed to guide you through each layer of the framework. When you buy the training, you get the book in PDF included along with 3 months of access to the tool.