Silos, Schmilos
I’ve been asked to speak on the topic of Boosting Collaboration by Breaking Down Silos at an industry event. Kind of an odd topic in that it is saying the same thing twice. Isn’t Boosting Collaboration the same thing as Breaking Down Silos?
Regardless of the confusing phrasing, the intent I believe is there. Silos don’t work well in today’s business world, especially in the Agency world. We simply can’t do our work effectively in silos.
I’ve worked in agencies that are siloed. One team does not talk to the other and, by default, being counter-productive to one another. And this way of thinking is established, and perpetuated, by management. Each team working, delivering, succeeding, and occasionally (maybe more than occasionally) struggling with new or unfamiliar tasks or deliverables.
The way I see it, coordinating a large organization is a bit like producing a large event. You have your management (producer), and you have your specialized teams (departments). In an event, it is imperative that all departments collaborate and combine their skills, their superpowers, to deliver for the client.
Different teams within an organization invariably each have their own superpowers. But in a siloed organization, they are kept to themselves. That’s where struggle lives.
But a healthy organization, one that has transparency across lines of business, departments, and teams, can be supremely successful with far fewer struggles. Now, when a team or line of business has a struggle, they can reach across the organization for support and solutions. The superpowers of each team can be leveraged to help all of the teams. The leadership of this organization’s task is to actively foster that collaboration, just as a producer of an event (or any project lead) must do the same.
And that all leads to communication. The rank and file won’t know how to reach out unless leadership shows them how, opens the door. I’ve learned that I must pave the way – as a leader – for my teams. But only by getting it wrong a few times first ;). Don’t underestimate the value of a meeting, a demo, a mutual “sharing of ideas” even by video conference. Introductions need to be made and pathways opened. Then you can sit back and watch the magic happen.
I’m blessed to work for an organization that values communication. That strives, and occasionally struggles, to be more collaborative every day. I know my colleagues genuinely care if I succeed, just as I do for them. But I know it doesn’t happen by accident. Clear intention, communication and setting the example all come first.
