Racquetball is a fast game because a ball shot in any direction rebounds and bounces off one wall after another.

Marketers often talk about silos with some disdain, because they represent disconnected thinking and broken communications networks. But silos are also like racquetball courts.

Because your idea is far more likely to bounce around, it’ll spread faster. Everyone inside the silo is going to learn about an important idea faster, precisely because they are inside the silo.

It’s so tempting to create products and services that link silos, that jump outside prescribed definitions.

But it’s not that easy.

An idea that might resonate inside of a silo might just wither away.