Super comment left by Richard Goutal on the post below : 'It occurs to me that entrepreneurs need a niche to be seen and heard. They need a "long tail" to be found and to be vital. So while it is true that the silos are not that by which marketing decisions should be made, it is also true that generalists are largely unsuccessful in marketing their services unless they have come up with a USP that again allows them to stand out above the rest. I also wish the Twitter specialist luck. But more, I wish him good collaborative thinking, where he takes his special ability and openly collaborates with other media sectors, knowing you can't be good at everything, so collaboration is a survivalist necessity.'