The handshake that launched an exclusive 65-year partnership
IN PARTNERSHIP WITH PHYLLOME
Welcome to Partnership Wednesday #93 featuring actionable insights to sharpen your partnership skills and help you confidently close 6-figure deals.
A LESSON TO BUILD ON
After quarrelling with the McDonald brothers, Ray Kroc bought the McDonald’s business, including the name and the now famous golden arches logo, in 1961 for $2.7 million. Six years earlier, Kroc shook hands with Coca-Cola. It wasn’t just a beverage choice, Kroc was locking in a growth partner. That handshake launched a 65-year exclusive partnership that scaled both companies into global icons. Coke piggybacked on McDonald’s global expansion. McDonald’s relied on Coke’s local bottlers to set up shop. Promotions like the Value Meals became cultural staples.
Leadership Lesson: Real partnerships are built on commitment. The most enduring alliances are those where both sides build each other’s business. Your future depends on your choice of partner. Choose wisely.
AN ANSWER TO HELP YOU MOVE FASTER
How do I navigate a partnership in the messy middle (before we have real traction to show)? I was asked this question from the crowd this week. Here’s my answer:
The truth is most deals stall right after they’re signed.
The halo fades. Reality hits. No one knows who’s driving what.
If you're in the messy middle of a new partnership, these 5 moves will get you on track.
1. Anchor to the first win.
• Revisit the result that validates the partnership
• Focus everyone on landing that win, even if it’s smaller than planned
⤷ Clarity beats ambition at this stage
2. Tighten the loop.
• Ditch the monthly updates
• Move to fortnightly check-ins
⤷ Most momentum problems are usually communication problems.
3. Make progress visible.
People lose energy when they can’t see traction.
Use a shared doc or dashboard to track:
→ What’s done
→ What’s blocked
→ What’s next
4. Ask: “Where are we under-committed?”
• Misalignment hides in the gaps.
• Check if both sides are truly invested, with time, people, and decision-making power.
⤷ If not, rebalance now.
5. Reconnect on intent.
• Ask: Why did we start this?
• Shared intent is the heartbeat of every high-trust partnership.
⤷ If it’s missing, no playbook will save you.
THIS WEEK’S MOMENT
What if the smartest move your company could make… is backing something you don’t control? In a world where most partnerships are built around contracts and control, this episode unpacks IBM's billion-dollar bet on Linux, an open-source movement that no one owned.
In this 7-minute episode:
Discover how to reframe what a "partner" is—and why the next big opportunity might not be another company.
Learn why aligning with a trend or movement can generate more value than owning the product itself.
See how investing boldly in innovation (not ownership) can unlock massive brand credibility and long-term returns.
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/7-may-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 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: 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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