Chapter 1

In the Beginning


Shakespeare once wrote, “We are such stuff as dreams are made on,”1 and so it is with our business organizations. They exist simply as a result of putting dreams into action. Dreamers, by themselves, rarely have all the necessary skills to put their dreams into effect. The doers rarely achieve very much unless their energy is properly focused toward a clearly defined goal. Together they can achieve a great deal.

Translating this to the commercial world, no one part of an organization can deliver everything that is needed. Put it this way: Marketing by itself can do nothing unless it has a product or service to sell, which will be delivered by operational departments. Similarly, the accounting department ...

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