How to turn lukewarm interest into signed deals
IN PARTNERSHIP WITH PHYLLOME
Welcome to Partnership Wednesday #90 featuring actionable insights to sharpen your partnership skills and help you confidently close 6-figure deals.
By the way, if you’re experiencing endless back-and-forth, wasted time, or people who ‘love the idea’ but don’t commit to your partnership idea, consider joining the Partnership Lab . Applications for the May cohort are now open. Apply here.
A LESSON TO BUILD ON
In 2017, Apple partnered with Stanford Medicine to study whether the Apple Watch could detect irregular heart rhythms. Over 400,000 people joined. By 2019, the study showed the Apple Watch could successfully identify atrial fibrillation in a meaningful percentage of cases. It wasn’t just a PR move, it was a partnership with purpose, clear value for both sides, and a trust-building first win.
Key Lesson: When brand power meets research credibility, and both serve the end user, learning and innovation turn from possible to inevitable.
AN ANSWER TO HELP YOU MOVE FASTER
How do I assess if one partner is better for my business growth compared to another? I was asked this question from the crowd this week. Here’s my answer:
Your business will be the product of the partnerships you forge today.
Let’s break down the anatomy of partnerships that stand the test of time, through the IDEAL lens:
I = Intent was clear
→ Both sides knew exactly what they were trying to achieve
⤷ Not vague ambition—real alignment on purpose
D = Dual benefit for both partners
→ Value flowed in both directions
⤷ If one side wins, it doesn’t last.
E = Era
→ They started with a three-year horizon in mind
⤷ The conditions were set to fondly look back on the partnership
A = Allies
→ The right people were committed on both sides
⤷ They weren’t chasing buy-in, they had it in the room
L = Landing first win
→ A fast, visible win proved the potential early
⤷ It built trust, created momentum, and set the tone
Partnership last when their foundation is strong and they can evolve as things changed.
That’s why the best partnerships feel simple. Because they are IDEAL by design.
THIS WEEK’S MOMENT
Today’s business climate is unpredictable. If you're a leader navigating economic turbulence, regulatory shifts, or supply chain chaos, this episode gives you the tactical moves to evolve, not just endure. In this 7 minute episode:
Learn the 4-step playbook to build resilience into any partnership.
Hear how iconic brands like Apple, Vrbo, and American Giant turned pressure into performance.
Avoid the top 3 partnership killers—silence, rigidity, and assumptions—that threaten joint success.
Get every episode of the Partnership Playbook on your next commute or workout. Subscribe to the show on Apple Podcasts, Spotify and Youtube!
KNOW PEOPLE WHO FEEL STUCK?
Want to share this issue of Partnership via text, social media or email? Just copy and paste this link:
https://philhsc.com/partnership/16-april-2025
Until next Wednesday,
Phil Hayes-St Clair - Partnership Expert & Coach
When you're ready, there are three ways I can help you:
1. The Partnership Lab (Applications for the May cohort close 25 April): The Partnership Lab is an AI-fuelled system for sales and marketing leaders who need to close 6-figure partnerships—fast.
2. The Partnership Decision Sprint: 30-minute sessions built for leaders facing high-stakes partnership decisions. Invite up to three people from your team and walk away with clear, actionable next steps.
3. Leadership Events: From Cochlear and Lifeblood to military leaders, I have shared inspiring stories and practical frameworks and insights that shift how leaders leverage partnerships for growth. Book me to speak at your next conference, offsite, or leadership event.
Looking for something different? Send me an email.
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