Marketing is a form of communication.
Just as your company must communicate to its customers the benefits of your product or service, the company itself must be able to mobilize it's workers and energize them to focus on a common goal. Unless a major change can be accomplished first in the minds of your people, it will never be accomplished in your business. Slywotzky and Morrison address the issue of truly making a business digital, leveraging technology to do so and the necessity of buy-in from throughout the company and by its customers as well. But the same type of buy-in is necessary to launch a new initiative within a company or to launch a new company itself. To accomplish change, a company must energize it's talent base and explain how the change will benefit them directly, as well as benefiting the company's customers.