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I have watched how inefficient use of resources combined with poor management can cause organizations to go under; five of my former employers went bankrupt. Too many people focus on their span of control vs. what is right for the business, similar to how a Home Owners’ Association(s) can operate.

What is Best for the Community

Cherokee County, GA, continues to be the fastest-growing county in GA, and it is evident with the new construction everywhere.

While the builders are enjoying their uptick in sales, the community’s quality of life is being compromised. For example, sidewalks extend only the neighborhood’s entrance for these picture-perfect neighborhood brochures to sell houses and do not connect to the other neighborhoods. This is because, as these new neighborhoods sprout, the individual Home Owners Associations (HOA) focus on what is best for their homeowners with not enough regard for what is best for the broader community; these HOA’s just do not communicate to one another.

With no connecting sidewalks, people are forced to run and cycle on these increasingly busy main roads. Those in wheelchairs are entirely locked into the neighborhood unless traveling by car.

Home of the Braves

In recent years the Atlanta Braves Stadium was moved to Cobb County, a county with no MARTA (public train). People who used to jump on the train to attend games can no longer do so; It does not appear there was much thought given to what was best to the broader community, only where it made sense to those who were gaining financially.

Like Communities, Business(s) will Suffer from working in Silos.

When business units work in silos in organizations, they operate similarly to neighborhood HOAs and poor city planning. They are often too concerned about what is best for their business unit instead of what is best for the broader organization, and inclusion goes out of the window. The business will suffer in the long run. Just like communities do.

Can I get a Connection

Take the Marketing function, for example. In the simplest definition, anyone or any department that touches the brand is in Marketing. Despite Talent Acquisition often being the first touchpoint for a corporate brand and Human Resources the last touchpoint during the exit interview, how many times is Human Resources included, if ever, in the corporate brand strategy?

Another example is building up SEO organically. Marketing departments are often too quick to buy ads because it is easy. But is that really the most effective way to bolster brand awareness and build SEO? Wouldn’t a more cohesive approach to communications drive better visibility and results across a cluttered internet of generic content?

An interesting approach would be to work in reverse and brainstorm what questions do prospects and customers google to address their business pain-points, and how does the business meet these needs? Create a cross-functional team made up of Human Resources, Legal (patent phrases and terminally if possible), Customer Success, Finance, Operations, Communications, Historians, etc.) to address these questions. Next, work together to institutionalize corporate terminology that is unique as possible to the organization that addresses the customer pain points and build in that same verbiage over and over across all collateral, presentations, etc. Look for the most unique words possible, so you do not have to fight for SEO ranking.


For this very reason, I named my blog #goatmatters. Why? Because I do not want to fight for SEO ranking plus goat lives matter; find me a country across the globe that does not have goats; from Cherokee County, GA to Africa. Goats matter. It is universally relatable through both visual and written content.

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