The dictionary defines congruity as meaning: agreement, harmony, or fitness.That definition may also be used to define the perfect business, one where all of pieces of the business are accountable for harmony, and / or exercise . In that ideal industry, all issues with this business fit with each other. Each component (department / function / activity / etc.) ought to complement one other, and together they all perform to construct the sum total. That means marketing creates the guarantees, and creation / fulfillment keeps those guarantees, and the administration oversees everything. As an example, in the event the advertising department has been designing a pro motion, all factors – the message, the newspaper, brand, the typeface, the design, feel, and texture – should be congruent to make the most of the power of the content. To illustrate my purpose, an individual could choose unique fonts to market a pirate versus a mortuary.