Silo Effect Interview
Great Fareed Zakara GPS interview with author and social anthropologist Gillian Tett today. Tett's book, The Silo Effect, sounds like a must read for web marketers.
I ordered my copy today in anticipation of my drive to Columbus in a few weeks. Tett sounds like a web marketer when she explains the importances of THINKING and the value of random collisions.
Efficiency, the mantra of so many businesses today, can speed up the silo effect Tett explains. Successful web marketing takes a village. Silos are your enemy.
As we note in out riff on the interview on Curagami (http://www.curagami.com/silo-effect-fareed-zakaria-interview/?v=7516fd43adaa ) web marketing is highly tribal and easy to judge the wrong thing as important. As an Ecommerce Director I used to tell my team, "We are going to fly the plane right into the side of a mountain and feel good about the entire way in".
That "Marty saying" was a nod to the web's complexity. Best to judge less and randomly collide more. Great interview and we will report back on the book. If you've already read Tett's book The Silo Effect let us know what you think.