10 crisis-proof ways to help partners under pressure
IN PARTNERSHIP WITH ARCHIMEDES
Welcome to Partnership Wednesday #95 featuring ideas you can use to create partnerships faster, with less guesswork, and confidently close 6-figure deals.
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A LESSON TO BUILD ON
Adidas x LEGO’s was more than a product drop, it was a masterclass in emotional co-branding. By combining LEGO’s playful creativity with adidas’ performance credibility, the two brands created customisable shoes that appealed across generations. Kids loved the novelty. Adults loved the nostalgia. This wasn’t about selling shoes, it was about building imagination you could wear. The result? New audiences, brand warmth, and a halo effect that made adidas more inclusive and joyful.
Leadership Lesson: Choose partners who expand your emotional footprint. When your brand is trusted, find joy. When it’s fun, find trust.
AN ANSWER TO HELP YOU MOVE FASTER
We have partners that are struggling at the moment and we need them to be at their best. How can we help them get through this rough patch? I was asked this question from the crowd this week. Here’s my answer:
All businesses hit headwinds and great leaders act to show: “We’re still in this with you.”
Here are 10 crisis-proof way to reduce pressure when the pressure is on:
1. Extend Their Runway
→ Offer flexible payment terms or pause minimums to reduce stress
2. Share Market Insight
→ A short note with trends or customer signals can help them adapt faster
3. Co-Create a Quick Win
→ Launch something simple within 7 days. Momentum > perfection
4. Loan Internal Talent
→ Lend a designer or ops lead to help them ship something stuck
5. Lower the Bar, Keep the Value
→ Ease delivery pressure, without diluting quality
6. Promote Them Generously
→ Spotlight their work in your content or next client call.
7. Check In Without an Agenda
→ Ask: “What’s hard right now?” Then just listen.
8. Create a Shared Relief Offer
→ Give mutual customers something useful, timely, and generous.
9. Spotlight Their Team
→ Celebrate their people publicly. It lifts morale and builds loyalty.
10. Revisit Shared Intent
→ Go back to why you partnered. That clarity is a compass.
Remember: Small signals of trust > grand gestures
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THIS WEEK’S MOMENT
What if your biggest competitor could be your greatest ally? Discover how historic rivalries turned into powerhouse partnerships, and how you can do the same.
In this 7-minute episode:
Learn how to spot the exact moment when partnering with a competitor makes more sense than outcompeting them
Discover frameworks for building limited-scope alliances that protect your core while expanding your reach
Gain a practical six-step playbook for structuring coopetition, tailored for small to mid-sized businesses
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/21-may-2025
Until next Wednesday,
Phil Hayes-St Clair - Partnership Expert & Executive Coach
When you're ready, there are three ways I can help you:
1. The Partnership Lab (Applications for the June cohort close 28 May): 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: 45-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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