Marketing Decathlon

Q: Can you describe to the average client how challenging cross-functionality at eBoost Consulting is?

Cross-functionality is one of the main differentiators of eBoost Consulting.  As I’ve mentioned many times in the past, elite results come from elite execution.  Elite execution comes from elite thinking.  A cross-functional marketing strategist gets elite results because s/he executes at a higher-quality of thinking.  The thinking envelope must be pushed consistently from colleagues in the vein of what I like to consider “competitive collaboration”.  You must push each other to think at a high-level so you can transfer that to surgical execution for the client.  More on my thoughts on general transfer and specific transfer in another blog post…

One of the major misconceptions of cross-functionality is that cross-functional people are generalists – the general physician, versus the pedigreed specialist.  This could not be more incorrect.  At eBoost Consulting, cross-functionality doesn’t mean you’re a mere generalist, which assumes jack of all trades, master of none.  Rather, you’re a specialist across multiple domains, which assumes mastery of all trades.

A relevant analogy came from the track and field training session I had this morning with a elite heptathlon athlete.  She quoted Olympic heptathlon athlete and current SDSU track coach Shelia Burrell in an interview, which went like this:

Interviewer: Can you describe to the average person how challenging the heptathlon is?

Sheila Burrell: I’ll put it this way for women who have kids. The heptathlon is like a single parent who has seven kids and has to figure out how to manage all of them all the time. One kid will make you smile and the next kid will make you cry. And somehow you have to find a way to balance all seven of those children at the same time on a limited schedule.

I found this to be profoundly similar to our pursuit of cross-functionality of our ten (10) areas of practice – making it a marketing decathlon.

Hypothetical Interviewer: Can you describe to the average client how challenging cross-functionality at eBoost Consulting is?

eBoost Consulting: I’ll put it this way.  Being cross-functional at eBoost Consulting is like having 10 kids and figuring out how to manage all of them all the time.  One kid will make you smile and the next kid will make you cry.  And somehow you have to find a way to balance all ten of those children at the same time on a limited schedule.

eBoost Consulting – the only marketing decathlon of its kind.  🙂

-johnny

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