Launch 2015
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A different way of thinking about how your small company can get going quickly building alliances with a large firm: growth hacking the alliance / channel world
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Launch 2015
- 1. Partner Judo Accelerating strong alliances between small and large companies Nigel Beck, Vice President Strategy and Business Development, IBM
- 2. Copyright Eva Rinaldi [CC BY-SA 2.0 (http://creativecommons.org/licenses/by-sa/2.0)] http://commons.wikimedia.org/wiki/File:Mick_Cutajar,_International_Judo_Federation,CJC_mast_(8722511264).jpg
- 4. The way to illumination appears dark.The way to illumination appears dark. The way that advances appears to retreat.The way that advances appears to retreat. The way that is easy appears to be hard.The way that is easy appears to be hard. -Lao Tzu-Lao Tzu Copyright Tom@HK [CC BY 2.0 (http://creativecommons.org/licenses/by/2.0)] http://commons.wikimedia.org/wiki/File:Statue_of_Lao_Tzu_in_Quanzhou.jpg
- 8. Big Company
- 12. Your cool idea/product Copyright Jordy Meow [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)] http://en.wikipedia.org/wiki/Aokigahara
- 16. Fear Greed
- 18. Copyright Steve (originally posted to Flickr as Horses 2) [CC BY 2.0 (http://creativecommons.org/licenses/by/2.0)] http://commons.wikimedia.org/wiki/File:Horses_2.jpg
- 19. If starting your company is about creating successful customers…
- 20. Copyright daysofthundr46 [CC BY-SA 2.0 (http://creativecommons.org/licenses/by-sa/2.0)] http://en.wikipedia.org/wiki/List_of_TNA_Television_Champions …getting your alliance started is about creating successful sales people
- 23. Copyright Brocken Inaglory (Own work) [GFDL (http://www.gnu.org/copyleft/fdl.html), CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0/) or CC BY-SA 2.5-2.0-1.0 (http://creativecommons.org/licenses/by-sa/2.5-2.0-1.0)]
- 24. I think, therefore I am. -Descartes
- 30. The way to illumination appears dark. The way that advances appears to retreat. The way that is easy appears to be hard. -Lao Tzu
Editor's Notes
- Image: Image owned by speaker Speaker notes: Welcome to Partner Judo. We’ll talk about how to build strong alliances between small companies and large companies.
- Image: http://commons.wikimedia.org/wiki/File:Mick_Cutajar,_International_Judo_Federation,CJC_mast_(8722511264).jpg Speaker notes: Oftentimes, when smaller firms are working with big firms, there are so many differences—in experience, opinion, values—that it can be a struggle. But you don’t need to be at odds with your partner.
- Entrepreneurs are persistent, so often, the long and lonely road, when things are difficult, they inadvertently view as positive – it must mean they are doing something right https://ununsplash.imgix.net/uploads/14127101912749510b8ed/82743738?q=75&fm=jpg&s=2150993787c74416103059d6ebac09f5 creative commons license
- Image: http://commons.wikimedia.org/wiki/File:Statue_of_Lao_Tzu_in_Quanzhou.jpg Speaker notes: The key to eliminating the struggle is to find the easy way. And the easy way depends and realizing what each of your strengths are, and using those to everyone’s advantage.
- Speaker notes: To find the easy and avoid the hard way, let’s think about how you and Big Co are different.
- Image: http://en.wikipedia.org/wiki/Top_hat (Public Domain) Speaker notes: As you can see…big companies are known for their diversity… But for real—big companies all have to deal with issues of scale and complexity.
- Image: https://openclipart.org/tags/bacteria Speaker notes: You and your team…you might be the kids that got beat up at recess for trying to sell lemonade to everyone! You’re a different breed. And to big companies you seem like you’re from a different planet.
- Image: http://en.wikipedia.org/wiki/File:American_Cash.JPG (Public Domain) Speaker notes: Your goal is easy enough to understand though…you want to be successful and make money! So how do you overcome your differences with big company in order to have an effective partnership?
- Image: https://openclipart.org/detail/169410/presentation-by-bitterjug Speaker notes: You are an expert. You understand your customer needs. You’re great at pitching your stuff to them. Investors listen to you too, because they’re looking for cool and new ideas!
- Image: http://en.wikipedia.org/wiki/Aokigahara Speaker notes: But big co is not an expert on your product, and a cool idea is not necessarily enough to woo them away from the day-to-day challenges that come with working in a large company. It will bounce off the barrier of their complexity.
- Image: hhttp://themetapicture.com/cats-and-dogs-vs-human-furniture/ Speaker notes: But Big Co is an expert in scale and complexity. So to get through to them, you need to turn your pitch on its head. Don’t talk about what your product does, talk about how it can accelerate Big Co’s message.
- Image: http://themetapicture.com/truly-useful-inventions-that-you-never-knew-you-needed/ Speaker notes: Maybe your product does a really cool and unique thing, but you need to talk about it in terms that are valuable to the big company, and you also have to find the right person at Big Co to be your friend.
- Image: https://openclipart.org/detail/189906/yin-yang-symbol-by-cinemacookie-189906 Speaker notes: So how do you get your Big Co relationship going? Let’s think about the motivations of people on the large company team: what do they need and what do they fear?
- http://iconbug.com/detail/icon/816/green-pencil/
- Image: http://commons.wikimedia.org/wiki/File:Horses_2.jpg Speaker notes: In sales, they need attainment, and they fear any risk that would distract from customer satisfaction and selling what’s on the truck.
- Image: Speaker notes: If you are helping your big co counterpart find the ‘new’ stuff they need (stories, ideas, demos…) it will make them look good.
- Image: http://themetapicture.com/so-shiny/ Speaker notes: Find someone who does want the new shiny object. They need press, and they fear repeating old lines and old examples.
- Image: http://commons.wikimedia.org/wiki/File:Multy_droplets_impact.JPG Speaker notes: So how do you get your relationship to Big Co counterpart to gain momentum and ripple through the company? If you think about your big co counterpart as being and expert in scale and complexity….you need to accelerate what they’re already doing, not demand that they do something different.
- Image: http://commons.wikimedia.org/wiki/File:Frans_Hals_-_Portret_van_Ren%C3%A9_Descartes.jpg (Public Domain) Speaker notes: Just like you, Big Co counterpart needs to justify their existence. So hand it to them! How about regular status reports that show how successful THEIR work and THEIR idea is?
- Image: http://themetapicture.com/peeing-like-a-boss/ Speaker notes: When you leave the building, you can say and think whatever you want about Big Co.
- Image: https://openclipart.org/detail/172120/rude-king-by-j4p4n-172120 Speaker notes: But when you’re in the building, you need to lay at the Big Co’s feet what makes THEM successful. Accelerates THEIR strengths.
- http://www.integratedbrands.org/news/the-idea-behind-viral-marketing/title_image
- By creating a status report that is really a piece of viral marketing to your large company counterpart, you can ensure that everyone is claiming credit for your work and trying to get in on the action: make the 30s video of successful sales people, the subscribe button, the click here to get us to come help you with a deal, etc.
- Image: Image owned by speaker Speaker notes: To summarize….don’t struggle with each other’s weaknesses, play upon each other’s strengths. That’s the easy way.