7 Keys to Marketing Genius: Synergy
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
One plus one equals three or more. In the world of math, that does not add up correctly. When it comes to people, it is called synergy. Synergy is people coming together to accomplish more than they could do individually. Sports teams talk about the chemistry of a team being important. There have been many teams that did not look like much on paper, but together they were able to win championships. In construction, a single block of wood that is one-by-one inch thick could hold up ten pounds of weight. Two single blocks of wood stacked together would logically hold up twenty pounds of weight, but instead can hold up one hundred pounds of weight. The two blocks together can do exponentially more than they could do alone.
These are examples of synergy. Alignment within organizations creates powerful synergy. When everyone is working together for a common purpose and going in the same direction, they can become virtually unstoppable. This momentum will carry over into the marketing process, particularly in the area of promotion (Key 4).