What if we applied the idea of exponential growth to your view of a strategic relationship? Start by succinctly understanding and focusing your efforts on building relationships with specific and highly relevant individuals. Next, educate your team, organization, or the market at large about the unique value you add. Then by demonstrating successful outputs (results) for others you engage, allow prospective relationships to reach out to you with their specific interests.
When you collaborate in unique ways to create value for others and empower others to share their experiences, it’s amazing how often those people become evangelists and advocates of your brand.
Many care a lot less about your input, that is, your methodology, products, and services, and much more about the outcome, that is, how they will benefit from working with you. In the process, they educate the market for you. Anyone who has ever found a job or closed a sale based on a strong pull through referrals can attest to this. In addition, your advocates create further marketing gravity or pull for a relationship with you.
Which growth curve are you on? Which growth curve should you be on, and how do you know?
To learn more, read the revised and updated Relationship Economics paperback edition with 40 percent new content, including an all-new chapter 10 on social media and business relationships (Wiley, Feb. 2011).