Pressure testing the Nike+Apple partnership, how to cold call and being an ‘objection expert’
WITH A SPOTLIGHT ON SETH GODIN
Welcome to Partnership Wednesday! Here are 3 ideas from me and 1 question for you to consider this week to create partnerships you never thought possible!
3 IDEAS FROM ME
I.
When Apple and Nike partnered to create the Nike+ iPod Sports Kit, they both had a crystal-clear vision: integrate fitness tracking with personal devices. Apple brought its tech and design expertise, while Nike contributed its understanding of sports and consumer fitness. This partnership has been largely successful, with Apple and Nike continuing to collaborate on products like the Apple Watch Nike edition. However, initial products like the Nike+ iPod Sports Kit faced technical issues, such as connectivity problems between devices, which affected user experience.
Even well-aligned partnerships need flexibility to troubleshoot and evolve with technology and consumer needs.
II.
Cold calling is a powerful tool to kick-start new partnerships. One template I use when sending LinkedIn connection requests goes like this:
Hi [Name], I’m Phil. I noticed your work in [activity/capability/function] at [organisation] and I’d love to explore a partnership to [improve/increase/grow] [relevant metric]. Look forward to hearing from you, and thanks. Phil
III.
You're navigating a partnership. How can you anticipate and overcome potential sources of resistance? I was asked this question from the crowd this week. Here’s my answer:
To excel in partnership development, you must become an 'objection expert'—deeply knowledgeable about the motivations, challenges, and cultural dynamics of potential partner organisations.
Start by posing two-part questions like:
1. What are all the reasons this partnership might fail?
2. For each reason, ask: Why would this factor lead to failure?
These questions often invite partners to share past experiences of failure, giving you a chance to connect and build trust through empathy. This approach also fosters collaboration, as you work together to address and overcome potential obstacles.
By systematically addressing objections, you demonstrate your commitment to the partnership's success.
1 QUESTION FOR YOU
Are your partnerships built to withstand challenges and evolve into something extraordinary?
PARTNERSHIP+ MOMENT
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KNOW PEOPLE WHO NEED THIS?
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Until next week,
Phil Hayes-St Clair - Partnership Expert & Coach, Host of Partnership+
SPOTLIGHT ON SETH GODIN
I love supporting people who do great work, like Seth Godin.
Seth has written 22 best selling books, including Purple Cow, Linchpin and Tribes. This is Strategy - Make Better Plans is his latest which breaks down the art of creating effective, actionable strategies that truly work. True to form, Seth shares practical tools and wisdom to help leaders and teams navigate complexity and plan with clarity and purpose.
If you want to sharpen your strategic skills and set a course for success, this is the book for you. Order it here.
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