One of the greatest obstacles to making synergy work is by issuing decrees. By that I mean that no marketing executive should tell a business segment of a corporation what to do when it comes to driving internal cross-promotion on a given project. It is counterproductive. Suppose business “A” has a project that is a major priority for the overall organization. The company CEO has placed that priority in the number one spot for cooperation across business barriers. In some corners of corporate America, business “A,” initiating the project, decides to use the leverage of having the CEO behind the … Continue reading Don’t Tell Me What to Do!