Buzzwords like "breakthrough", "paradigm" and "integration" are management Viagra. They give ignorant execs and clueless PR folk the power to appear talented. But no word sets the flack-talker's soul afire like "synergy." And no other word was deployed more often to justify the merger of Daimler-Benz with Chrysler. But what happens when you synergize top-dollar Mercedes underpinnings with Chrysler engineering and sell it for the price of a Camry? I'll give you 300 guesses. |
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