If you’re a team who reaps the rewards of strategic partnerships in the marketplace, you may notice that everyone falls into one of two categories.
Advocates: In the ‘spirit of shared success’ they will seek out ways to grow with you on the assumption that growth begets growth.
NothingPersonals: In the ‘spirit of the game’ they will feign advocation until it no longer suits them. “It’s nothing personal.”
All partnerships are one of these. Both have their place. Invest lavishly into the former. Keep your eye on the latter.
Do you know who each of your partnerships is