MODERN LEADERSHIP
actually encourage collaboration
on a commercial level, as
businesses not only bounce ideas
off each other but tend to pass
leads, clients and opportunities
to each other – particularly within
the same sector. For example,
an advertising agency, a social
media consultancy, a copywriting
team, and a photographic studio
– imagine the commercial
opportunities if these were all
under the same creative roof?
4. Establish an ‘intelligence
bank’ with other SMEs: seek out
businesses that complement your
company’s skill set. For example,
if you are producing disposable
plastic bottles, look for a design
studio and an online marketing
company. Establish an exchange
of skills/services in return for
cross-promotional opportunities
and the chance to gain new sector
exposure. Often SMEs are cash-
poor and ability rich. Working
collaboratively in this way means
an eventual expansion for all
concerned, without financial outlay
in the first instance.
5. Think of commercial
collaboration as ‘evolution’, not
‘revolution’: don’t try to reinvent
the wheel. If you are that company
making plastic bottles, don’t
suddenly start making an app
that tells people where they can
buy your plastic bottles, or how
to shoot plastic bottles off a
wall. Instead, much as Coke have
done, collaborate with your new
‘intelligence partner’ the design
studio, and use their skills to
demonstrate to people how to
recycle your plastic bottles into
cool things. It may not seem
you will sell as many – but your
profile is raised, and therefore
your revenue will also be on the
upswing.
Janine Garner is a businesswoman
and entrepreneur, passionate about
the return to open and transparent
corporate relationships and the power
of commercial collaboration in futureproofing careers and businesses. Janine
is the author of From Me To We – Why
commercial collaboration will future-proof
business, leaders and personal success
published by Wiley. She is the Founder
and CEO of LBDGroup and works with
senior leaders to build high performing
teams.
For more information visit http://www.
janinegarner.com.au
January 2016
ModernBusiness
45