It is very important to synchronize the focus across the entire organization. One example of focus is perfecting a product pitch. A good should include what the product does, how it is different from others, and why customers should use the product. Imagine everyone in the organization being able to deliver the consistent pitch with their own voice and passion. That will be very powerful, and unfortunately it is an untapped potential for the most organizations.
As a product manager, we think a lot about creating the perfect product pitch. But if the perfected pitch is not echoed across the sales team and sales engineering team, no nicely tuned product pitch will do any good. In order to realize the benefit, the product core team must ensure that the consistent message is used to pitch the product regardless who it is giving the pitch.
This is true for corporate value as well. When the value is synchronized, the power of value statement gets multiplied by getting reinforced by everyone in the organization. This is exactly the reason why Zappos was so successful with its laser-focus on customer satisfaction to make every shoppers into life-time customers.
