Dwain

By Lois Geller Build your marketing strategy around the customer's perspective. Not long ago, when you drove through the American countryside you saw tall, windowless buildings, usually attached to barns. They are called silos and farmers used them to store grain. You don't see many grain silos anymore. They disappeared because there are better ways of storing silage to make it more accessible. But silos do still exist in offices: vertical organizational structures—fiefdoms, really. These silos need to go, too. They're too inaccessible, and silo A never has the foggiest idea what silo B is up to. Recent Silo Experience A few

By Lois K. Geller A little effort and a personal touch go a long way. For the last year or so, I've been noodling about different ideas for creative in relationship marketing. I included customer service in this realm, too. So much of what I see and hear in both areas is blatantly self-serving, artificial and sometimes just flat out nonsense. How is it supposed to work? Then, last month, I got an interesting perspective on a speaking tour. All while hopping on one foot because I'd broken the other one. Everywhere I went, people stopped to talk about this

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