Finally, he decided he needed help ...

Charles Roman

- Steve Coerper  

In this case, the whole was far greater than the sum of its parts.

Charles Roman with Charles Atlas

Charles Roman (left) with Charles Atlas

Synergya mutually advantageous conjunction or compatibility of distinct business participants or elements.  The phenomenon observed when two or more people working together maximize the effectiveness of each other, so that the whole is effectively greater than the sum of its parts.

Charles Roman and the synergy principle he illustrated have always intrigued me.  Since you may not be familiar with Mr. Roman, an introduction is in order.  His story actually starts with someone else with whom you may be familiar.

Once there was a 97-lb weakling named Angelino Siciliano.  While growing up in Brooklyn in the early 20th century, he decided to develop a body like the sculptures he’d seen of Greek gods and champions.

Angelino developed his own series of exercises and worked hard.  When he was 28, he won the title “World’s Most Perfectly-Developed Man.”  He had changed his name by then, and every young man wanted to grow up to be just like him:  Charles Atlas.  This name has become a household word for vibrant health, physical power and masculine perfection.

Atlas tried selling his fitness program by mail order.  He had a group of secretaries who helped, and he worked a lot of long hours.  But even with a very good product, and a great body to prove it, Atlas struggled.  Finally, he decided he needed help.

Charles Roman was the low man on the totem pole at the Benjamin Landsman Advertising Agency in New York.  As such, he wound up with the weakest accounts.  That described the Atlas account, but Roman instantly saw the potential.  Atlas and Roman joined forces and became instant millionaires, achieving a level of success neither could have reached alone.


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