what’s in a name

I wrestled for a long time about what to call this ‘thing’ I needed to get off of my chest based upon the past decade of work in digital marketing. I’ve watched all the inertia in adoption of digital marketing slowing being overcome only to land in a place of disconnected, complicated channel silos in nearly every industry and context. While there are calls-to-action for marketers and brands to achieve a 360 degree view of our customers, the actual work to achieve a unified version of what I’ve grown tired of calling the ‘customer journey’ seems much like summiting Everest - only possible for those endowed with the funding, stamina and luck to survive such an endeavor.

Radical United is driven by the belief that marketing technology alone (and the combinations of tools and integrations, therein) is not enough to summit Everest. We hope to not only provide a fresh perspective, but also ground recommendations based upon what’s reasonable, what’s achievable and leaving behind those things that don’t matter.

If there is thought leadership to be shared, it will be based upon a collage of stories about the realities of the endeavor, to help more C-Suite leaders see what their role could/should be in leading the kind of change that not only meets their customers expectations but could ultimately separate winners from losers. I landed on these two words that have their own unique meaning by themselves, but paired together, could describe the kind of inspiration and dialogue that I hope to share.

rad·i·cal:

1. adj. (especially of change or action) relating to or affecting the fundamental nature of something; far-reaching or thorough;

2. noun. a group of atoms behaving as a unit in a number of compounds.

3. slang. excellent, cool

u·nit·ed:

1. adj. made into or caused to act as a single entity

2. antonym. siloed, disconnected