CHAPTER 18

CREATING A MORE COLLABORATIVE CULTURE IN YOUR ORGANIZATION

In his book, Team of Teams, (Ret.) General Stanley McChrystal talks about how the military structure in Iraq had to adapt to a decentralized enemy in Al-Qaeda. This involved not only the creation of cross-functional units that could be deployed (teams). It meant that the command structure also needed to be cross-functional (team of teams). (McChrystal, 2015)

Selling organizations clearly are different from military organizations whose aim is to vanquish an enemy. The crossover point between General McChrystal’s team of teams approach and selling squads is that conditions required a change in strategy (Part I of this book), and that groups that had previously eyed each other ...

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