He said lots of small communications efforts are better than one big one. Bentzin said agreeing on a vision should be followed by brainstorming many ideas. Then focus on one or two ideas. Experiment, test them, evaluate and discard the ones that don't work. Expand aggressively on the ones that do work.
Success is frequently an issue of focus.
Bentzin has been with Dell for seven years in such positions as director of worldwide product marketing for Dell Dimension desktop computers and director of WW Latitude Marketing, responsible for marketing and product planning for Dell Latitude notebook computers. His community activities have included serving on the board of Ballet Austin, the board of Boys and Girls Clubs of Austin, as an advisor to the St. Edward's University MBA program, and on the Contributions Committee of the Dell Foundation. Bentzin is chairman of the board of trustees of ARTS Center Stage, working with arts group and the business community to create the Joe R. and Teresa Lozano Long Center for the Performing Arts. He has bachelor's degree in finance from Arizona State University and an MBA from The Wharton School of The University of Pennsylvania.