The supplier partnership that helped save Apple
IN PARTNERSHIP WITH KIT (THE EMAIL FIRST OPERATING SYSTEM)
Welcome to Partnership Wednesday #102 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
In 1997, Apple was bleeding cash. By selling its Singapore factory and partnering with NatSteel, it offloaded cost, gained speed, and returned to profitability. NatSteel quickly became Apple’s primary printed circuit board supplier, in fact so vital they built plants next to Apple’s. But in 2001, NatSteel was acquired and by 2007 NatSteel’s brand had disappeared and Apple moved on. Why? The model had peaked.
Leadership Lesson: Don’t wait until it breaks. Exit at the apex. Strategic partnerships are tools, not trophies. Know what era you're in and when it’s time to close the chapter. Learn more about this case study here.
AN ANSWER TO HELP YOU MOVE FASTER
I keep hearing ‘generosity wins in partnerships’ but what does that actually mean? I was asked this question from the crowd this week. Here’s my answer:
Times inevitably get hard in partnerships and when they do generosity is what keeps partners in the room.
Some see being generous as being soft. In great partnerships, generosity is the strategy.
Here are 10 under-the-radar decisions that great partners make, especially when no one’s watching:
1. Offer the Bigger Share (First)
→ “Take 60% of this one. We’ll make it up on the next.”
Leaders who bet on the long game usually win it.
2. Lend Your Best Person
→ Your lead designer. That operations guru. A trusted PM.
A few weeks of brilliance can unstick months of mess.
3. Extend Terms Without Being Asked
→ “We’re good to push payment until you’re through the crunch.”
It’s not just relief. It’s unforgettable.
4. Take Less Credit
→ “Let’s shine the spotlight on your team in the press release.”
Partners who share the stage get invited back.
5. Share Your Playbook, Not Just the Product
→ Give away the template, the system, the insight.
If they win more, so do you.
6. Make the No-Strings Intro
→ Connect them to someone powerful, with no ask attached.
It’s social capital invested, not spent.
7. Help Them Exit Gracefully
→ Sometimes generosity is letting go without drama.
Even the ending builds reputation.
8. Highlight Their Work Publicly
→ Post, podcast, keynote shoutout.
Third-party praise is more powerful than private thanks.
9. Reduce the Scope, Keep the Spirit
→ If they’re overwhelmed, suggest a smaller version of the deal.
It says: “We care more about the relationship than the revenue.”
10. Say Thank You in a Way That Really Hits Home
→ A personal letter. A gift to their team. A story about what changed.
Appreciation is strategy.
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THIS WEEK’S MOMENT
Are you sick of investing time in potential partners, only to be let down by mismatched values or hidden agendas?
In this 6-minute episode:
Learn how online behaviors like comments and content engagement can predict partnership success
Discover the fastest way to weed out time-wasters and focus on aligned, high-impact players
Build your own “Partner Playbook” to consistently qualify the right collaborators at scale
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/9-july-2025
Until next Wednesday,
Phil Hayes-St Clair - Executive Coach
When you're ready, there are three ways I can help you:
1. The Partnership Lab (Applications for the August cohort close 31 July): 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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