Geoff Colvin at Fortune argues that Apple’s and Lego’s success both point to a critical new success factor. As companies grow large, they seek efficiencies by breaking themselves into silos. Great companies break down those silos and are able to “integrate”, as he calls it (we would call it “coordinate”) in ways that others cannot. The result is consistent brand experience in which the packaging, phone support, move, toy, book, and every point of customer interaction is consistent and builds upon itself.
Unfortunately, as with with most journalists, he whets our appetite with the “what” but starves us providing now “how.” If YOU can solve the how, you will begin disrupting your market.