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Breaking the Mold at IBM

by Sat Duggal

"The most creative individuals, teams and organizations are extremely disciplined. But it is a special kind of discipline—one that unlashes creativity in the service of developing important innovations." - Curt Carlson, founder of the Carlson Companies.

Bust the Silos, written by EMM Group co-founder Hunter Hastings, challenges traditional, hierarchical organization charts and says today's corporations must instead organize around offering solutions to customers.

Visionary companies like IBM have led this organizational shift. In the "old world," IBM's structure was silo'd by country and products. Yet multi-national customers did not necessarily fall neatly into this structure, instead preferring to deal with IBM in a more flexible way that met the needs of their relationship. Despite considerable internal resistance, IBM re-organized around the customer and prioritized that ahead of the traditional geographic and product divisional model.

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Keywords: Custom Marketing Framework