1 + 1 = 11

By Michael Tanenbaum No, it’s not the “new math”, numerology, gematria or Bernie Madoff calculating his stock returns. It is collaboration. According to brand guru Marty Neumeier, “The mathematics of collaboration is nothing less than magic.” Just as the whole of a human being is greater than the sum of its component organs, “1 + 1 = 11” is what happens when there is creative collaboration across silos and departments.

In other words, when you are deciding to build your brand, your internal conversations must involve everybody from the visionaries to the front-line employees. Brand building is neither the exclusive abode of the executives, nor something for corporate to cast aside to underlings. The knowledge and insight of every level, department, specialty and personality in the organization must be carefully considered and equally weighted. Finance, marketing, human resources, sales, shipping, must be empowered to talk to and work with one another, for it is the sum of these people and their skills, personalities and motivations, all aligned in tandem, that add up to a compelling and competitive brand.