The dictionary defines congruity as meaning: arrangement, harmony, or fitness.That definition may likewise be employed to define the perfect firm, one where all of sections of the business are accountable for stability, and / or fitness. In that best firm, all facets of this firm fit with each other. Each component (section / function / activity / etc.) should complement the other, and together they all perform to build the full total. This means marketing creates the promises, generation / fulfillment keeps those claims, and the administration oversees everything. By way of example, in the event the advertising department was designing a pro motion, all aspects – that the message, the newspaper, logo, the typeface, the design, feel, and texture – should be congruent to maximize the efficacy of the content. To illustrate my purpose, one could choose various fonts to publicize a carnival versus a mortuary.