Henry Dreyfuss–later to become known as the founder of industrial design in America–was asked by Bell Labs to help design “the phone of the future.” But Dreyfuss nearly lost the assignment when he suggested that a telephone’s appearance should be developed from the inside out.
For fear of starting a “boil the ocean” project, many firms define the scope of initiatives very narrowly from the beginning and work to improve one area at a time. This approach disregards the inherent interdependencies of today’s complex information flows and, as a result, adds to the problem.
The traditional silo-driven approach to sales is based on the key assumption that sales reps are able to make use of a variety of tools provided by marketing. The truth? Not necessarily.