From a relationship, alliance and marketing perspective, 2 + 2 = 7 or you shouldn’t pursue it! What in the world am I talking about?

We can waste an incredible amount of time working on marketing ideas and business partnerships and alliances where 2 + 2 = 4. Why bother? If you aren’t going to significantly better your results, why invest time, resources and potentially money into something that is likely to turn out as a negative return on investment when everything is considered? For example, I pursued a potential business alliance that would be the equivalent of each of us contributing the effort of $1 in order to make $2. What’s worse is that I also spent considerable time and wasted energy in the process. With that said, there are times when I still deliberately follow this course if I’m not sure whether it could turn into $7. OR if I am getting enjoyment or some other benefit from the process – money is definitely not all that matters.

On the other hand, I’ve recently had several examples of 2 + 2 = 7. I’m extremely glad I took the opportunity to pursue those alliances/ marketing ideas, as they delivered! I spent much of the Memorial Day weekend working on website updates, and if it wasn’t for the valuable input/ feedback of a relatively new friend and business alliance partner, Andrea, I could easily have spent twice as much time to achieve half the results. Another example relates to a friend from my most recent consulting project, K: we have kept in touch, and I’ve driven 3-4hrs round trip (in bad traffic) on multiple occasions to have lunch and keep in touch. One might wonder if I was off my rocker in terms of time management – and I think some did; however, my friendship and business association has definitely turned 2 + 2 = 7. She is not only a valued friend but she has also helped me overcome what seemed like insurmountable obstacles (isn’t it funny how they usually seem that way at the time?) on numerous occasions. I have not typically been known for pure creativity (re-application in new ways, seeing trends and hidden opportunities I can do, but I’ve typically left pure creativity to the experts). Therefore, I panicked when I had to develop a new graphic for my first case study – had no idea in the world where to start. I might as well have been trying to write in Russian. So, I called my friend and asked for help – of course, she not only helped me think through the process but also had a key benefit to add to another section of the case study that I had overlooked. Since leaping over the first hurdle, I suddenly had the ability to develop the next set of graphics on my own. I could give you at least a 1000 examples….

Have you considered re-thinking how to create an environment where 2 + 2 = 7 for you or your business?

1 Comment

  • Tammi says:

    Lisa, I love your thoughts here. I’ve always appreciated and respected the idea of synergy in groups, especially when you find those rare companies and business leaders who look and plan for that – amazing and rare. The fact that you’re out there, promoting this concept, which not only benefits the business, but also the people involved, is very cool and reassuring. Behind it all is the concept that each individual brings to the table certain strengths. Finding a place for them to express those strengths within a team supercharges their results.
    Thanks for sharing, Lisa! (:

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