Matt Ridley is one of the world’s great science journalists and the ex-Science editor for The Economist. A common theme in his work – is the story of how collaboration and the exchange of ideas is the vital ingredient that powers great invention, trade, social change – and (and this is the important lesson for marketers) – commercial innovation. In the TED video below, Ridley explains the importance of specialism and working together. It’s an uplifting, fun and positive presentation – with a valuable message. This is something he explores in his excellent book – The Rational Optimist. Ridley points out that businesses manage a whole ecosystem of specialist suppliers, experts and increasingly, in our hyper connected super fast world, accessing those most valuable of raw business materials: knowledge and ideas. Nobody can do it alone. At Benchstone we believe in the vital importance of critical third party collaborations that need be driven by relationship managers with attention to Fit, Planning – and Momentum. For more information on how effective partnership management and smarter collaboration strategies can sharpen your marketing approach visit Benchstone Marketing
Despite 300 years of business history and the best brands today consistently demonstrating that collaboration is the driver of innovation – why do most organisations still struggle to source and keep meaningful, long-term marketing alliances and partnerships? It is tempting to turn to issues regarding technology, markets, mechanics and commercial returns but one of the key hurdles is quite simple and very, very human: Trust is the magical ingredient and if you don’t have it, creative marketing partnership and innovative pioneering with a third-party is impossible.
Continue reading “Trust & Marketing Partnerships: Part One”