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7 Keys to Marketing Genius: Natural Alignment

The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn

Not all organizations struggle with alignment. Some great companies have neither gathered all their people in a room to draw a bunch of circles on the board nor had mission-statement writing marathons. However to be successful, they did have an implicit and tacit understanding of these common elements. They may not have verbally defined their purpose, but they acted with a common purpose in mind. If your organization has not created a mission statement, it should do so right away. If your organization has diverging missions for each department and is totally out of alignment, this process will provide a platform for discussion and get you all on the same path. If you have been acting within a common purpose already, then the process will be simple. Having a defined purpose provides a way of attracting and retaining like-minded employees, members and customers.


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