Visionary vs Integrator and a real-world case study on how to scale a business.
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Coined by Gino Wickman in his book "Rocket Fuel" - a Visionary often is the person who conceived the company, who had the original great idea, and who continues to have ideas about how to expand the business and make it all he ever conceived it would be. Visionaries often focus on the big picture, culture, and client relationships.
An Integrator is a person who thrives on creating order out of chaos. She is the person who is naturally suited to setting priorities, solving conflicts, removing obstacles, and getting the company from point A to point B. It’s not that the Visionary couldn’t do what the Integrator does, it’s just that he would become bored. He would be cutting against the grain, mixing metaphors, and working far harder than necessary.
In this video, David Jenyns and Melissa Crowhurst show a prime example of the visionary and integrator roles and how they work together to create the best outcomes for the business.
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