The integration of sales, marketing, product development and experience creation when done right, creates "high barriers to entrance" by competitors. These disciplines are implemented by teams within an organization. The reasons for working in teams are simple; by building on one another’s ideas and skills, sounder decisions are made, thereby producing better results than could be achieved by working alone.

Teams are also important because so many decisions impact multiple areas of an organization. Teamwork involves focusing on the success of the entire group; recognizing that ultimately it will reflect each individual’s success and unique contribution. It involves each team member performing at a level to assure that every other team member achieves equivalent success. The result? Decisions that are not "mine," not "yours," but are better. Great teams elicit everyone’s participation and actively seek both dissenting and affirming opinions. However, once the team makes a decision, all individuals commit to it.