Synergy may be of the most detested buzzwords in American business. But why such a bad rap? As the former Director of Corporate Synergy for The Walt Disney Company, I suspect it’s because no one really understands how to put the concept into action and insure accountability for results.
Under the leadership of Michael Eisner and Frank Wells, both open-minded executives that understood the value of synergy as an actionable reality, I created the tools that underpinned Disney’s amazing success cross-promoting its products from within, from films to television to theme parks. Developed was a detailed relational and transactional process that incorporated education, communication, and motivation to generate synergy victories. My new book, Inside the Disney Marketing Machine, offers a first-person account of many synergy infused company campaigns.
I am now sharing my step-by-step program as a public speaker and one of the few (and perhaps only) synergy experts with proven credentials, in corporate America. In doing so, I invite businesses of all stripes that seek to understand the hidden magic in the word “synergy” to consider a session where I will present the facts to your invitees. It will be a revealing behind-the-scenes view of marketing from the inside out and will detail how the processes are easily converted to fit the culture of any business.
For those interested, the following is my contact information