Trust is always a vital but often enigmatic ingredient in collaborative business relationships. In Part One, I explored why, for some people, it is often their biological wiring that leads them to shy away from investing in a new relationship. In this follow-up piece, I am going to look at the commercial aspects of trust – and what you can do to encourage it within marketing partnerships.
It was great to this week receive a re-posting of my Partnership Marketing Manifesto from the bona fide marketing legend – Gary Hamel. Currently Hamel is Visiting Professor of Strategic and International Management at the London Business School and also the Innovation Architect at the very interesting website – The Management Information eXchange – MIX. Hamel is of course the author behind such seminal texts as ‘Competing For The Future’ , the superb ‘Alliance Advantage’ and a further seven leading books on competitive marketing and innovation. Why did I decide to promote a Partnership Manifesto within MIX?
When faced with lightning fast changes to core technology why try to solve everything yourself? In an uncertain marketing landscape why choose to cross it alone? As Kevin Kelly pointed out in a great piece from mid-2010 the smartest businesses form alliances, build collaborations and use the power of networks to get an advantage.