• Rachel Zlatar

A New Approach to Partnerships to Grow Your Business. 🤝

Updated: Aug 31

Let me preface this article by saying, partnerships is NOT sales.

Partnerships can support sales. But it can also support your product team, supply chain functions, HR and even marketing tactics.

For creative results, you're going to need a creative approach to partnerships...and that's where I like to jump in!

1. Getting Into a Mindset for Partnerships. Think of partnerships like the art of making friends. 🤍

You don't go into a friendship thinking, "What can I get from this person?" -or- "How can I get this person to buy into MY dream?" (Or, maybe you do...) Just like with friends, you go into business partnerships because you genuinely like being around the person, align with their values and hopefully, you mutually inspire each other in different ways and

maybe you even learn a thing or two. You may not know how this friendship will develop or the exact role you will play in eachothers' lives, but that's part of the fun!

2. How to Find Partnerships for Your Business.

Friends, much like partnerships can be found ANYWHERE. And I mean anywhere. If you keep yourself stuck in the mindset that partnerships will flow through your business like a highly curated sales're wrong.

Here's some of the craziest (yet fairly normal) places I have been introduced to partners for my own business and for my clients:


  • After a yoga class.

  • In a flatshare.

  • On a night out.

  • In the desert.

  • Airport lines.

  • Coworks.

  • Uber drivers.

If you're going to continue to believe that business opportunities only are found via your be it. But at least follow these best practices for making friends both IRL and in the DMs.

3. Best Practices for Initiating a Partnership.

I cannot stress this enough...NOBODY wants to be friends (let alone do business with) that stranger who sends you a spammy message trying to sell you their services via Instagram DMs.

  • Scratch the agenda.

  • Talk to strangers.

  • Open doors.

  • Take chances.

  • Seek out your tribe.

  • Connect with like-minded people.

  • Invest time into relationships.

  • Keep an open mind.

  • Be willing to co-create.

  • It's not all about money.

4. Developing (Long-Term) Business Relationships.

During the "getting to know" each other phase, is when both parties have a chance to understand what people are working on, where they need support and what they want to create.

  • Ask questions.

  • Get to know how they work.

  • Is there overlap in your visions?

  • Do you like working with them?

  • What value do you bring to the table?

  • What can they teach you?

  • Are they open to co-creating with you?

The best types of partnerships are the ones where the way you work together may change, or develop over time. The execution part doesn't really matter, because at the foundation, you resonate with each other and the underlying vision.

Again, if it aligns, it aligns. If it doesn't, and you don't get what you wanted, don't just dump the relationship. You never know where other peoples' adventures may take them, who they meet and what potential opportunities may come up down the road. The unknown is where the magic can happen. ✨


👇🏼If you're looking to develop a partnerships strategy to drive growth + innovation to your marketing, product or sales efforts... let's chat👇🏼.




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