Process To Divide Business By Essence
Into Wealth-Building Jobs of the Mind

The basic responsibilities all need a purpose. For, a responsibility cannot exist by itself. For example, look at the first responsibility on the list (next page): buy television spots. Could buying TV spots exist on its own if not for the television marketing program? Of course not. That responsibility is dependent on the television marketing program. The television marketing program is the purpose of the first responsibility on the next page, the purpose of buying television spots. The television marketing program is a job with purpose -- a wealth-building job in Integrated Management Associates that thrives on creativity. Buying television spots along with nine other responsibilities integrate into the television marketing program as will become clear over Diagrams Two, Three, and Four. As we will learn, one person will handle that fully integrated job with purpose, that money-making job of the mind, the television marketing program.

Randomly running down the list: could buying ad space in newspapers exist on its own? No. It needs a purpose. Could renting mailing lists (known as list brokering) exist on its own? No. It needs a purpose. Could accounting exist on its own? No. It needs a purpose. Could order processing exist on its own? No. It needs a purpose. And so on.

Today, however, all the responsibilities on the next page are established as departments in the traditional publishing companies, existing on their own as ends in themselves instead of integrating into their purposes. That is why all jobs today are dead-end streets. For, no way exists to build a mere responsibility that is split from its integrated purpose. Again, how can one build renting mailing lists without that responsibility being integrated to its purpose: the direct mail marketing program? Yet, list brokering is treated as an independent department in nearly every direct mail company today.

To determine the purpose of each basic responsibility, simply finish the sentence: "This responsibility exists due to_________________________." For example, "Buying television spots exists due to the television marketing program." Integrated Management's example of this process is done on the next page. Several of the responsibilities exist in more than one purpose. For example, accounting could not exist on its own. That responsibility is dependent on, for example, the television marketing program. The television marketing program is its purpose. Also, other accounting records exist due to other marketing programs. Therefore, that responsibility will exist in more than one purpose as seen on the next page.

Process To Divide Business By Essence
Into Wealth-Building Jobs of the Mind

Diagram Three

Diagram Four