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Profiting from 
Partnerships
Excerpt from ASAP Summit 
Presentation, Orlando 2015
Profiting from 
Partnerships
Excerpt from ASAP Summit 
Presentation, Orlando 2015
Ben Gomes‐Casseres
Brandeis University
bgc@brandeis.edu
Alliance Strategy Consulting
www.alliancestrategy.com
© Benjamin Gomes‐Casseres 2015.  All Rights Reserved.
What is “Remix Strategy?”
In contemporary music and art, a “remix” is a piece of media 
that is created by combining bits and pieces from other 
media. A collage is a remix of pictures. New songs can come 
from remixing the sound tracks from other songs.
Remix Strategy: The Three Laws of Business Combinations
applies this concept to the remix of business assets. I argue that 
the combining of resources, assets, and capabilities of one 
organization with those of another is a powerful strategy for 
creating value. The book’s framework explains how value is 
created and captured when companies combine resources, and 
why this mixing of assets and capabilities is fundamental to 
competitive advantage.
From: Remix Strategy: The Three Laws of Business Combinations (Boston: Harvard 
Business Review Press, 2015). 
The Three Laws of Business Combinations
Identify Potential 
Joint Value
Govern the 
Collaboration
Share the 
Value Created
From: Remix Strategy: The Three Laws of Business Combinations (Boston: Harvard 
Business Review Press, 2015). 
The Three Laws of Business Combinations
First Law
Identify Potential Joint Value: The combination must have 
the potential to create more value than the parties can alone
Second Law
Govern the Collaboration: The combination must be 
designed and managed to realize the joint value
Third Law
Share the Value Created: The value earned by the parties 
must motivate them to contribute to the collaboration
From: Remix Strategy: The Three Laws of Business Combinations (Boston: Harvard 
Business Review Press, 2015). 
Finding Promising Combinations (Tool #7)
Value Stack of Each Business
Two complementary businesses
Business A Business B
Outputs •Product
•Service
Activities •Operations that 
transform inputs 
into outputs
Resources
Capabilities •Skills
•Know‐how
•Organization
Assets
Intangible
Tangible
•Brand
•Rights
•Technology
•Plant & equipmt
•Land
From: Remix Strategy: The Three Laws of Business Combinations (Boston: Harvard 
Business Review Press, 2015). 
Profits to you =
your share of total value created
Joint Value and Earned Value
Your contribution 
to partnership 
advantage
Competitive power 
of the partnership 
vs rivals
From: Remix Strategy: The Three Laws of Business Combinations (Boston: Harvard 
Business Review Press, 2015). 
Thank you!
Further reading:
www.alliancestrategy.com
Further conversation:
bgc@brandeis.edu
Book order:
http://www.amazon.com/Remix‐
Strategy‐Three‐Business‐
Combinations/dp/1422163083/

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Profiting from Partnerships