Chapter 7
Create Winning Marketing in a Silo World
Good is the enemy of great. That is one of the key reasons why we have so little that becomes great.
—Jim Collins, author, From Good to Great1
When there is no wind, row.
—Portuguese proverb
MARKETING PROGRAMS, especially in these days of media fragmentation, require implementation brilliance—“good enough” is not good enough. Organizations need brilliant, break-out-ofthe-clutter marketing programs directed at priority markets. Great marketing not only is cost effective but will bring the silos together. A clearly outstanding idea or programs will turn resistance into support and enthusiasm.
The dilemma is how to rise above good to superior, if not brilliant, in silo markets while creating synergy ...
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