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Element 29. Partnering Candidates > Where to Find This Answer

Where to Find This Answer

Look for frailty or weakness in your company or product that can be solved with a big partner, possibly a charter customer. Be careful to avoid partners who might some day devour you.[1] Examine most closely the distribution networks looking toward the potential for piggybacking. With any good fortune you will find a superb partner who offers you the opportunity to grow in a number of directions while at the same time allowing you to exploit their customers. Partnering offers marketing advantages to firmly establish your business and carry it into and past break even.

[1] Big partners are two-edged swords. They certainly can be invaluable in conquering some market dragon. However, they can also be used to cut your company in two. Partners learn all about your business and if they like your business, they can simply wait for the right opportunity and then “assist” you with finance or other resources that will cause you to sacrifice control to them.


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