Welcome to My Blog by Lorraine Santoli

I have always wanted to start a blog specifically focusing on synergy in a business setting.  The word “synergy” is defined as the whole being greater than the sum of its parts. In other words, when two or more people, organizations, or business segments combine their efforts, they can accomplish more together than if you added their accomplishments achieved separately.  However, synergy is also a corporate buzzword that most people would like to throw in the trash.

For a decade, from 1990 to 2000, I served as the Director of Corporate Synergy for The Walt Disney Company.  My career at Disney actually spanned 22 years in total.  Prior to the synergy role, I was a PR and marketing executive both at The Walt Disney Studios in Burbank, CA and at Disneyland in Anaheim, CA.  My ten years in the synergy position was under the leadership of Michael Eisner and Frank Wells, an era of unbelievably explosive growth in the Disney Company.  Much of it can be traced to the successful synergy program that I created under their watch.  It was my task to develop a strategic program that weaved synergy into the fabric of the sixty business segments that fell under The Walt Disney Company umbrella at that time.

Despite the derision that the “s” word gets because marketing people and corporate CEO’s just don’t know how to make it work, what I hope to do with this blog is detail how synergy can successfully be incorporated into an business setting, big or small.  We didn’t just talk “synergy” at Disney, we “worked” synergy.  But how?  Check my blog for new postings and learn.  It will make you a star.

I also look forward to starting a conversation, answering your questions, contemplating your comments, and sharing my experiences.  I’m hoping to open up a new line of shared global communication to discuss synergistic strategies and tactics and how they can work for you.  I am a synergy expert and I have the resume to prove it.

I am also a writer and book author having written four books, the most recent being “Inside the Disney Marketing Machine – in the Era of Michael Eisner and Frank Wells,” that incorporates the key tenets of synergy success.  The book is available on Amazon at http://amzn.to/1IpJGMK.

I look forward to the road ahead.

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