Partnerships & Strategic Alliances
The best partnerships give each side something it cannot buy directly.
The business case
Making an Invisible Component Famous — Intel Inside · United States · from 1991. Intel made processors — a component buried inside a computer that consumers never saw and could not evaluate. Its customers were computer manufacturers, not the public.
Why it matters
The best partnerships give each side something it cannot buy directly. Intel did not ask manufacturers for a favour. It designed an exchange where the partner's own interest was served by doing what Intel wanted. Most partnership proposals from small ventures fail because they describe what the founder needs. The successful ones describe what the partner gains, in the partner's terms. Ask what you have that is valuable to them and invisible to you — an audience, a capability, credibility, or content.
What you will be able to do afterwards
- The main partnership types and when each fits
- Approaching a partner without an introduction
- MOUs and agreements: what to write down
32 screens, audio-narrated, with a quiz at the end.