The Serial Strategic Partnership Syndrome

Are you suffering from the serial strategic partnership syndrome? If you exhibit a collection of business cards stacked high on your desk, or you’re one of those who has excuses why you can’t work with another brand then you got the bug. Too many times we tell ourselves these stories from “oh I’m too busy,” to “I’ll reach out to them soon.”Ultimately In the end you never fortify these partnerships. And just like that you’ve fallen prey to the “Serial Strategic Partnership Syndrome.” If you’re wondering what that is, well here’s some the symptoms.

You’re a Business Card Hoarder:

If you have a stack of cards on your desk or in a drawer. That’s the first sign that you’re being a strategic partnership hoarder. I know it’s polite to take people’s cards when they offer it to you but you also have to do something with it. If they’re not the partners that your brand needs then throw away the cards. Just like the good cleaning rule states, if you haven’t touched it in six months give it away or throw it out.

Let’s Collaborate Disease:

Everyone seems to be throwing this line out all the time but is your brand backing these words up with action? Don’t say it if you don’t mean it or you don’t find any value in partnering up with another brand.

The Ignore:

If you’re being approached by people to work together, are you ignoring them? So many times brands ignore other brands and it ends up being a missed opportunity. The least you can do is hear them out.

So you ask, “how can I remedy this syndrome,” well it’s quite easy. Here’s how:

Get Clear:

What are your brand’s core values? Being very clear about what your brand stands for will allow you to align your brand with the right partner. Not every partnership is supposed to be pursued. But by making sure your values are similar to that of your partner brand, it will prevent you from holding onto every partner that you come in contact with. When you work with brands that compliment your brand the partnership can be successful.

Creative Partners:

It’s important that your partner brand is open minded and creative in their approach because it increases the chance of you both creating a unique end product. And not to mention lots of engagements evoking curiosity.

Complementary Products:

Make sure you’re working with a brand that complements yours and vice versa. You both don’t want to be competing against each other in the partnership. It defeats the meaning of strategic partnership.