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And as Robert Stephens, founder of the Geek Squad says “Marketing is the price you pay for being unremarkable”. What is necessary is to define what will be the key focus of the company and what it should be renowned for e.g. how should the intended customer experience look and feel like. Unless you do that there won’t be enough of a common ground to smash the silo thinking and deliver a consistent and deliberate customer experience. Take for example the way Paul O’Neill made the turnaround in Alcoa (the biggest aluminium producer in the US, manufacturing everything from the metal for the Coca Cola cans to bolts that hold satellites) as presented in Charles Duhigg’s book “The Power of Habit”.