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- Welcome to the Idea Climbing podcast.
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- Your business can't operate in a vacuum. You
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- need win win strategic alliances to grow faster
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- than you could alone. It's one thing to
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- say win win. It's another thing to successfully
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- create those situations again and again. I discuss
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- how to do that in this episode with
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- my guest, doctor JC Baker.
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- Doctor Baker has invented the standard for business
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- health and has dedicated his life to reducing
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- business morbidity.
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- He is the founder of the business hospital
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- and the business hospital institute. The business hospital
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- is the only one in the world operating
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- in 15 countries.
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- Doctor Baker is a doctor in business administration
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- with a focus on organizational leadership.
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- He is a six time and number one
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- best selling author with textbooks on how to
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- launch a business and how to make good
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- business decisions.
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- We dive into topics including how to bridge
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- the gap between just giving help but also
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- getting help at the same time, how to
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- ask for help or referrals without coming across
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- as pushy,
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- what to do when an initially win win
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- strategic alliance becomes a one way street,
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- the one thing above all else that you
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- need to do to create a win win
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- strategic alliance,
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- and other golden nuggets of advice. You're gonna
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- love this show.
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- Doctor Baker, thank you for making time to
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- do the idea climbing podcast. I appreciate you.
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- Absolutely. Thanks so much, Mark, for having me.
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- We're gonna be talking about a subject that's
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- near and dear to my heart for a
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- lot of reasons,
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- how to create strategic
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- alliances.
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- Before we get into the tips, the tricks,
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- the strategies with you and the business hospital,
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- Why are strategic alliances so near and dear
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- to you? What's your story with those?
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- Well, we've built our entire practice with strategic
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- alliances and with strategic partnerships.
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- I do wanna clarify for language purposes that
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- partnerships in our mind mean legalities.
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- So, therefore, those are binded relationships that,
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- have a legal ramification.
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- Alliances
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- are collaborations
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- or activations
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- or campaigns or connections that you have
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- with other entities. And so our business hospital
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- has been able to to grow to 15
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- countries on five continents
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- because of those alliances
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- and some of those
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- partnerships because you need other entities in order
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- to, one,
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- expand your reach,
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- create additional expertise or or offerings that you
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- may not have, or even walk you in
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- the doors that those doors otherwise would have
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- been unknown to you. So they've been critical
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- for not just our growth, but even the
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- work we do with our business patients.
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- So where do
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- where does this where does searching for a
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- strategic alliance, where does it start? You want
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- you wanna get some help in business? You
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- think you can do it through an alliance?
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- Where do you even start to look? How
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- do you know what to look for in
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- the first place?
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- Well, my philosophy
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- does not mirror what I've heard most around,
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- especially in The US.
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- You will hear a lot of gurus say,
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- you know, guard your time, be very selective
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- in who you meet with.
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- I don't prescribe to that way of thinking.
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- I say yes to everything
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- because you never know what you're gonna find,
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- who you're gonna find, how you're gonna help
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- someone, and how someone may help you. So
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- you have to be smart with how you
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- navigate your time, but you also have to
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- open yourself up for the opportunity to be
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- there, and they come from a lot of
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- unlikely places. So when you say where does
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- it start, it starts a lot of places.
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- It starts with,
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- networking events. It starts with Chamber of Commerce
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- events. It start with,
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- invites to certain,
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- opportunities where they say, you know what? You're
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- a person that I've been trying to get
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- a hold of, and I would love for
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- you to come support me at such and
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- such event. You should say yes to that
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- if you were asking me because when you
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- get there and if you ask the right
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- questions and you present yourself appropriately,
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- those opportunities for the right alliances and allegiances
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- will start to manifest themselves.
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- And then you get better over time with
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- how to present
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- how you show up in order for someone
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- else to see you appropriately. Say, you know
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- what? I know exactly what I should be
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- doing with Mark or with company a b
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- c or with the business hospital.
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- And then you can also say, you know
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- what? I see what you're into, and guess
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- what would help you because you've had that
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- practice
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- of having that dialogue in so many different
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- areas.
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- So you mentioned asking the right questions. Can
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- you give some examples? How do you know
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- what kind of questions to ask when you
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- get in those scenarios?
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- Well, it's very unique that I actually teach
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- question asking and probing when I'm working with
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- my business patients. Most of the time, it
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- falls under the realm of sales
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- because when you think about sales, most people
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- think it's about the information you give, but
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- it's more about the information you receive
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- based on what questions you ask. So the
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- way that you go about probing is gonna
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- help you understand, one, how to position yourself
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- and then, two, how to provide value to
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- whomever you're probing.
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- So in other words, there's a couple ways
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- of doing this, and and this is more
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- technique at this moment. But you've got the
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- probes that you learned when you were in
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- elementary school. Who, what, when, where, why, and
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- how. You know, we have to really revisit
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- those and say, how am I placing my
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- who, what, when, where, why and how?
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- So for an example,
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- if I'm talking to you, Mark, we just
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- met, we're at a networking event or we're
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- at a seminar or conference.
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- And one of the what's is,
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- yo, what do you do, Mark? Well, Mark's
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- gonna tell me. Now I need to be
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- listening with a very intent ear. And I'm
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- not listening just for the sake of listening.
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- I'm listening for the sake of how do
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- I help them? Not how I make money
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- from him. How do I help him?
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- Because if I understand how to help him,
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- I can see where my skill sets match
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- yours or maybe my resources
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- or my network can benefit you. So that's
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- a simple what. Very easy question.
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- But now you've got your second level probes,
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- and your second level probes are very much
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- like a therapist.
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- Walk me through,
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- explain to me, paint me a picture,
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- tell me a time when. So when you
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- start your questions that way and I say,
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- Mark, paint me a picture
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- of what it is that you would really
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- like to get done over the next three
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- to four months. What does that look like?
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- And you tell me that and I find
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- out whatever you say fits my wheelhouse,
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- I now know that I can bring you
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- value.
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- Now from there, I have to say the
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- same thing to myself.
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- Doctor Baker,
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- really think about what it is that Mark
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- just said
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- that could really benefit what we're doing.
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- And then from there, you're able to ask
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- the right questions because I would have extracted
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- information from you that if I'm listening intently,
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- I now can point that in the direction
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- that benefits you and benefits us. So if
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- it's not mutually beneficial,
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- it's not beneficial.
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- Even if we say mutually beneficial, it's me
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- helping you.
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- Because if you find gratitude in that or
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- you build a platform on the fact that
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- I'm just here to help, that still makes
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- that mutually beneficial.
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- Dig into that a little bit more because
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- I know it's it's an important part of
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- business is how can I help you? How
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- can you help the person make it reciprocal?
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- How do
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- you how do you bridge that gap between
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- I know how can I help you? How
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- can I help you? And then somebody actually
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- being beneficial to you so you're not just
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- running around helping everybody. You're also growing your
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- business at the same time. How do you
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- bridge the gap between helping and getting help?
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- So it really depends on your business model.
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- And so I can speak to mine, and
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- mine may not help anybody that's listening, but
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- I hope there's a nugget in this, is
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- that my work at the business hospital, it's
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- a literal business hospital. It's not metaphorical.
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- So our currency is help.
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- So the more businesses and the more humans
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- that have been made better because of our
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- existence,
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- that's more stories we can tell about the
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- help that we provide, which then gives us
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- more patients
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- as a result of that. So our is
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- ours is inherent in our business model. So
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- even though it comes from a genuine place,
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- it also generates currency for us because our
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- business model is built around the authenticity
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- of help.
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- So that's one reality.
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- But another reality, let's say I had a
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- product.
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- And so I've got
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- a technology. I've got a technology that helps
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- you,
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- organize your human capital better. Let's say that's
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- what I have. I have a technology.
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- And so I'm here helping you in a
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- way. So let's say that what you needed
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- was that you were talking about how to
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- increase your platform,
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- get more eyeballs to your platform. And I
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- said, you know what? I was working with
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- a lady,
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- and her marketing work was so outstanding. It
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- was so stellar that I watched her take
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- four or five podcasts from 10,000 people viewing
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- and listening to over a million. You know
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- what? I'm gonna get her connected with Mark.
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- Let's say that was the help. And so
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- and we'll call her Susan. And let's say
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- Susan went ahead and she increased the work
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- even by 10%, 5%, whatever the number is.
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- She was a benefit. Now that didn't earn
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- me direct currency. There was no cash given
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- to doctor Baker because of that connectivity
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- or that help if you deem it that
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- way. However,
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- what it did do was it allowed me
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- to continue dialogue with Mark because Mark sees
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- me as an advocate.
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- He sees me as an ambassador
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- to what he's doing. And if I understand
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- my position, I could say, Mark,
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- you know for a living, we fix businesses.
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- Surely in your podcast, you've talked to two
265
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- or three or four businesses that in private
266
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- said, Mark, we we just can't figure this
267
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- out. We just don't know what we're doing.
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- It would help me, Mark, if you got
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- me in front of them. And if you
270
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- get me in front of them, what's gonna
271
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- happen is they're gonna recognize you as caring
272
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- about them because you got them the help
273
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- they needed when they told you something that
274
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- wasn't an intimate moment. You listened to them,
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- and you provided them a solution.
276
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- So now me getting you, Susan, to increase
277
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- your marketing
278
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- bought me currency
279
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- because that was a genuine help to you.
280
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- And now that allows me to have a
281
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- a reciprocated ask later. It's not a
282
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- you do for me, I do for you.
283
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- It's not a quid pro quo. It's more
284
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- of we're an ecosystem of assistance.
285
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- And so when you say strategic alliance,
286
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- all strategic means is I know that you've
287
00:10:26.139 --> 00:10:27.980
- got things that's gonna benefit me, and I've
288
00:10:27.980 --> 00:10:29.980
- got things that are gonna benefit you. And
289
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- together,
290
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- we have a a collaborative system that benefits
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- both of us in the most authentic way.
292
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- Once you find someone that you can help
293
00:10:39.745 --> 00:10:41.664
- and they can help you, and I don't
294
00:10:41.664 --> 00:10:43.745
- mean this as a legal structure, like we
295
00:10:43.745 --> 00:10:46.565
- said, partnership, not that, but a strategic alliance.
296
00:10:47.024 --> 00:10:47.845
- How do you
297
00:10:48.304 --> 00:10:50.384
- how do you formalize that once you realize
298
00:10:50.384 --> 00:10:51.750
- I can help you, you can help me,
299
00:10:51.750 --> 00:10:53.669
- maybe a little give and take on both
300
00:10:53.669 --> 00:10:55.669
- sides? How do you make it more formal
301
00:10:55.669 --> 00:10:57.589
- to say, okay. We're gonna help each other
302
00:10:57.589 --> 00:10:59.830
- on an ongoing basis, and we're both gonna
303
00:10:59.830 --> 00:11:02.389
- grow because of this? You have to treat
304
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- that relationship
305
00:11:03.509 --> 00:11:05.429
- very much as how you would treat your
306
00:11:05.429 --> 00:11:06.995
- business development efforts.
307
00:11:07.534 --> 00:11:09.934
- So I'm gonna use a personal example, then
308
00:11:09.934 --> 00:11:11.475
- I'm gonna use a general example.
309
00:11:11.774 --> 00:11:14.355
- So in the business hospital, ours is formalized
310
00:11:14.735 --> 00:11:15.794
- between our
311
00:11:16.174 --> 00:11:18.495
- partners, which are wings, and those are the
312
00:11:18.495 --> 00:11:19.554
- ones that are contracted.
313
00:11:19.934 --> 00:11:21.394
- But then we've got our pharmacy,
314
00:11:21.730 --> 00:11:23.029
- which are not contracted,
315
00:11:23.410 --> 00:11:25.169
- but we have our own system that we
316
00:11:25.169 --> 00:11:27.570
- built called Hospital Plus. It's a MyChart for
317
00:11:27.570 --> 00:11:29.410
- businesses, if you will, and it has a
318
00:11:29.410 --> 00:11:31.570
- built in pharmacy. So when I go into
319
00:11:31.570 --> 00:11:33.970
- that pharmacy, I've got hundreds of businesses in
320
00:11:33.970 --> 00:11:36.289
- there that I've come across over the last
321
00:11:36.289 --> 00:11:36.789
- decade
322
00:11:37.105 --> 00:11:38.705
- and all of the countries that we've been
323
00:11:38.705 --> 00:11:40.705
- in. So when I need a person or
324
00:11:40.705 --> 00:11:43.184
- a business that has a certain thing that's
325
00:11:43.184 --> 00:11:45.345
- a benefit to someone else, I see that
326
00:11:45.345 --> 00:11:46.945
- they're in there. I can conduct an easy
327
00:11:46.945 --> 00:11:48.884
- search and say I need a mediator.
328
00:11:49.259 --> 00:11:52.220
- I need a fractional CMO. I need whatever
329
00:11:52.220 --> 00:11:54.059
- it is I might need there in that
330
00:11:54.059 --> 00:11:56.559
- pharmacy. So I have it built out formally,
331
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- and I have it built out in a
332
00:11:58.379 --> 00:12:00.480
- way where you don't have to be contracted,
333
00:12:00.540 --> 00:12:02.815
- but I'm not gonna forget you because you're
334
00:12:02.815 --> 00:12:04.654
- in that pharmacy. And because you're in that
335
00:12:04.654 --> 00:12:07.615
- pharmacy, I get notifications that tell me you
336
00:12:07.615 --> 00:12:09.615
- haven't talked to Mark in a while. You
337
00:12:09.615 --> 00:12:11.855
- said Mark was a good strategic partner. You
338
00:12:11.855 --> 00:12:13.294
- need to reach out to Mark and make
339
00:12:13.294 --> 00:12:14.975
- sure that he knows that you care about
340
00:12:14.975 --> 00:12:16.834
- him. So that's formalized
341
00:12:17.600 --> 00:12:18.500
- in an informal
342
00:12:19.279 --> 00:12:21.360
- way. Well, if it's business development, you should
343
00:12:21.360 --> 00:12:23.920
- have a CRM tool. No matter what business
344
00:12:23.920 --> 00:12:26.000
- you have, whether you are a single member
345
00:12:26.000 --> 00:12:28.580
- LLC and an as an owner operated entity,
346
00:12:28.800 --> 00:12:31.940
- you should have a CRM customer relationship management
347
00:12:32.000 --> 00:12:35.465
- tool or customer retention management tool. You should
348
00:12:35.465 --> 00:12:37.785
- have that CRM, and in that CRM, you
349
00:12:37.785 --> 00:12:40.424
- should put those strategic alliances in there. And
350
00:12:40.424 --> 00:12:41.865
- you should say, you know what? Every six
351
00:12:41.865 --> 00:12:43.384
- weeks, I'm gonna make sure I talk to
352
00:12:43.384 --> 00:12:43.884
- Tim
353
00:12:44.264 --> 00:12:45.865
- because I need Tim to know that I
354
00:12:45.865 --> 00:12:47.865
- care about him, and I also need Tim
355
00:12:47.865 --> 00:12:50.559
- to know to not forget about me. Because
356
00:12:50.559 --> 00:12:52.419
- we deemed that it was strategic,
357
00:12:52.799 --> 00:12:55.279
- we need to formally put a process in
358
00:12:55.279 --> 00:12:57.759
- place that allows me to informally keep our
359
00:12:57.759 --> 00:12:58.820
- relationship going.
360
00:12:59.919 --> 00:13:01.365
- So once you get into a relationship
361
00:13:02.804 --> 00:13:04.625
- some examples? How do you ask for help?
362
00:13:04.625 --> 00:13:06.004
- Whether you're reaching out every six weeks, eight
363
00:13:06.004 --> 00:13:08.424
- weeks, whatever it might be, what does asking
364
00:13:08.485 --> 00:13:09.544
- for help look like?
365
00:13:10.004 --> 00:13:12.565
- So it it's it's everything that I've ever
366
00:13:12.565 --> 00:13:14.399
- done in my life, and this is more
367
00:13:14.639 --> 00:13:17.040
- personal, less professional, but I use my personal
368
00:13:17.040 --> 00:13:18.740
- as professional in this instance.
369
00:13:19.440 --> 00:13:20.800
- I do a 100%
370
00:13:20.800 --> 00:13:22.580
- of all things a la carte.
371
00:13:23.440 --> 00:13:24.340
- For an example,
372
00:13:25.120 --> 00:13:27.680
- when I am emailing or sending out a
373
00:13:27.680 --> 00:13:28.180
- campaign,
374
00:13:28.754 --> 00:13:30.215
- I craft those personally.
375
00:13:30.595 --> 00:13:31.495
- There are no
376
00:13:31.875 --> 00:13:34.274
- systems in place that are gonna automatically do
377
00:13:34.274 --> 00:13:36.674
- it. We have a society that says you
378
00:13:36.674 --> 00:13:38.674
- can speed time up. You can do things
379
00:13:38.674 --> 00:13:40.295
- more effectively and more efficiently
380
00:13:40.754 --> 00:13:42.455
- by using this, that, and the other.
381
00:13:42.929 --> 00:13:45.009
- I am very much of the I'm gonna
382
00:13:45.009 --> 00:13:46.929
- show up and shake your hand, look you
383
00:13:46.929 --> 00:13:49.649
- in the eye, write a letter, type this
384
00:13:49.649 --> 00:13:50.149
- personally,
385
00:13:50.529 --> 00:13:53.889
- remember your children, remember your birthday. I'm very
386
00:13:53.889 --> 00:13:55.110
- much gonna do that.
387
00:13:55.464 --> 00:13:57.065
- Always been the case. I I was number
388
00:13:57.065 --> 00:13:59.464
- one in sales in five different industries, and
389
00:13:59.464 --> 00:14:01.225
- I knew for a fact that that was
390
00:14:01.225 --> 00:14:04.264
- one of the primary methods of me converting
391
00:14:04.264 --> 00:14:06.504
- at a high level because I knew everyone
392
00:14:06.504 --> 00:14:08.904
- that I spoke with intimately, and they knew
393
00:14:08.904 --> 00:14:10.524
- that they could tell that it wasn't
394
00:14:10.889 --> 00:14:11.389
- automated.
395
00:14:11.850 --> 00:14:14.350
- Well, from there, when we're thinking about
396
00:14:15.210 --> 00:14:16.269
- what is the frequency,
397
00:14:16.889 --> 00:14:18.570
- how do you go about doing it, it's
398
00:14:18.570 --> 00:14:20.190
- gonna be based on the entity.
399
00:14:20.730 --> 00:14:22.809
- It's gonna be based on what they offer,
400
00:14:22.809 --> 00:14:24.570
- who they are, how I know them, where
401
00:14:24.570 --> 00:14:25.470
- they are geographically,
402
00:14:26.045 --> 00:14:27.504
- what we mean to one another.
403
00:14:27.805 --> 00:14:29.805
- And so those touch points are gonna be
404
00:14:29.805 --> 00:14:31.345
- more frequent or less frequent
405
00:14:31.725 --> 00:14:34.125
- based on that level of intimacy because not
406
00:14:34.125 --> 00:14:36.225
- all strategic alliances are the same.
407
00:14:36.605 --> 00:14:39.024
- If you have a business that has microtransactions
408
00:14:40.009 --> 00:14:41.690
- where you need a bunch of of of
409
00:14:41.690 --> 00:14:44.809
- just economics turning over regularly or regularly, well,
410
00:14:44.809 --> 00:14:46.809
- that might be a one or a two
411
00:14:46.809 --> 00:14:47.309
- time,
412
00:14:48.649 --> 00:14:51.370
- reality where you make some form of a
413
00:14:51.370 --> 00:14:53.965
- deal even if it's a handshake deal. But
414
00:14:53.965 --> 00:14:55.804
- the more of those things are moving forward,
415
00:14:55.804 --> 00:14:59.325
- they're economically benefiting from it. That strategic alliance
416
00:14:59.325 --> 00:15:00.845
- is a win for both of you because
417
00:15:00.845 --> 00:15:03.245
- you're selling more and they might be selling
418
00:15:03.245 --> 00:15:06.684
- more. Well, there's also other situations where you
419
00:15:06.684 --> 00:15:08.445
- might only need one or two transactions in
420
00:15:08.445 --> 00:15:10.820
- a year or one or two realities in
421
00:15:10.820 --> 00:15:13.059
- a year. Well, those touch points might have
422
00:15:13.059 --> 00:15:15.460
- to be a little less frequent, but they
423
00:15:15.460 --> 00:15:17.059
- have to be more impactful when you have
424
00:15:17.059 --> 00:15:18.820
- them so that when you catch up, it's
425
00:15:18.820 --> 00:15:20.899
- like catching up with an old friend that
426
00:15:20.899 --> 00:15:22.500
- maybe you haven't talked to in the last
427
00:15:22.500 --> 00:15:24.074
- five, six years, but it feels like you
428
00:15:24.074 --> 00:15:25.754
- never left off. You still got the same
429
00:15:25.754 --> 00:15:28.394
- inside jokes. You're still kidding around the same
430
00:15:28.394 --> 00:15:30.334
- way. All of it is the same.
431
00:15:31.034 --> 00:15:33.595
- Right? And so it really depends. So my
432
00:15:33.595 --> 00:15:35.375
- recommendation is that you legitimately
433
00:15:36.074 --> 00:15:37.934
- and authentically take an individualized
434
00:15:38.315 --> 00:15:41.279
- approach based on how that relationship was nurtured.
435
00:15:42.220 --> 00:15:43.740
- So what do you do when you it
436
00:15:43.740 --> 00:15:45.419
- it starts out looking like a two way
437
00:15:45.419 --> 00:15:47.120
- street, a good strategic alliance.
438
00:15:48.220 --> 00:15:50.799
- Some time goes by, and it's not benefiting
439
00:15:51.019 --> 00:15:53.345
- you. How do you end it? What do
440
00:15:53.345 --> 00:15:54.945
- you do when you realize we thought this
441
00:15:54.945 --> 00:15:56.784
- was a two way street? It's really not.
442
00:15:56.784 --> 00:15:58.544
- It's not helping me with my business. What
443
00:15:58.544 --> 00:16:00.865
- do you do in situations like that? Well,
444
00:16:00.865 --> 00:16:03.105
- I I I think that that is something
445
00:16:03.105 --> 00:16:05.204
- that looms over many
446
00:16:06.040 --> 00:16:07.899
- good hearted business professionals
447
00:16:08.840 --> 00:16:11.000
- is that they really want to help. They
448
00:16:11.000 --> 00:16:13.820
- really wanna serve. They really want the opportunities.
449
00:16:14.360 --> 00:16:16.200
- They really want an you know, a chance
450
00:16:16.200 --> 00:16:18.200
- to give you what they got and and
451
00:16:18.200 --> 00:16:19.980
- do as much for you as they can,
452
00:16:20.075 --> 00:16:22.735
- but it gets lopsided. That's human nature where
453
00:16:23.034 --> 00:16:25.695
- not everyone has the same intent or understand
454
00:16:26.154 --> 00:16:28.794
- relationships the same way. And and quite frankly,
455
00:16:28.794 --> 00:16:30.634
- there's a lot of people that use people.
456
00:16:30.634 --> 00:16:32.309
- They could care less about the
457
00:16:32.789 --> 00:16:35.110
- the the the the collective component of it.
458
00:16:35.110 --> 00:16:37.350
- It's only about me, me, me, me, me.
459
00:16:37.350 --> 00:16:39.110
- Then you have to know when is there
460
00:16:39.110 --> 00:16:41.110
- a time that I shut this off, so
461
00:16:41.110 --> 00:16:43.750
- therefore I'm not abusing myself. One part of
462
00:16:43.750 --> 00:16:45.590
- it is them abusing you. Another part is
463
00:16:45.590 --> 00:16:48.044
- you abusing you, and you should never contribute
464
00:16:48.044 --> 00:16:49.024
- to your own abuse.
465
00:16:49.404 --> 00:16:51.485
- So in that reality, if you've sent out
466
00:16:51.485 --> 00:16:52.625
- whether it's time,
467
00:16:53.485 --> 00:16:55.024
- other allocated resources,
468
00:16:55.485 --> 00:16:58.605
- actual dollars, and you've been putting that into
469
00:16:58.605 --> 00:16:59.904
- soil that's not fertile,
470
00:17:00.259 --> 00:17:02.580
- you should stop doing that. Now that's also
471
00:17:02.580 --> 00:17:03.320
- based on
472
00:17:03.860 --> 00:17:05.079
- behavior and
473
00:17:05.619 --> 00:17:07.940
- really your temperament. So when I say behavior
474
00:17:07.940 --> 00:17:08.599
- and temperament,
475
00:17:09.220 --> 00:17:11.460
- I kinda run into conflict. I'm okay with
476
00:17:11.460 --> 00:17:13.700
- punching conflict right in the face. I'll call
477
00:17:13.700 --> 00:17:14.819
- you out on it and say, why are
478
00:17:14.819 --> 00:17:17.035
- you being such a weirdo? You just taken
479
00:17:17.035 --> 00:17:18.634
- from the hospital and you're not given to
480
00:17:18.634 --> 00:17:20.474
- the hospital. Are you one of those types
481
00:17:20.474 --> 00:17:21.994
- of people? I'm a call it out on
482
00:17:21.994 --> 00:17:23.355
- the street and then I'm a make a
483
00:17:23.355 --> 00:17:25.515
- declaration on if I wanna continue to participate
484
00:17:25.515 --> 00:17:26.174
- or not.
485
00:17:26.555 --> 00:17:28.795
- Some people don't like conflict of any type.
486
00:17:28.795 --> 00:17:30.414
- They don't want it to be uncomfortable.
487
00:17:30.779 --> 00:17:32.700
- They don't want anything to seem like there's
488
00:17:32.700 --> 00:17:33.840
- any level of tension.
489
00:17:34.220 --> 00:17:37.019
- So they might just kinda quietly disappear very
490
00:17:37.019 --> 00:17:39.740
- much like the Homer Simpson into the bushes
491
00:17:39.740 --> 00:17:41.740
- type of of of of of of of
492
00:17:41.740 --> 00:17:43.039
- of gift. But
493
00:17:43.555 --> 00:17:45.095
- what really happens is saying,
494
00:17:45.634 --> 00:17:47.634
- yeah. I won't be sending so much more
495
00:17:47.634 --> 00:17:49.634
- back your way because I don't see where
496
00:17:49.634 --> 00:17:52.914
- this is mutually beneficial. Or, hey, Rick. I'm
497
00:17:52.914 --> 00:17:54.355
- just reaching out to you to let you
498
00:17:54.355 --> 00:17:56.115
- know. I'm a send you one more thing.
499
00:17:56.115 --> 00:17:57.634
- I would love to see this thing come
500
00:17:57.634 --> 00:17:59.109
- back, but but I'm only sending one more
501
00:17:59.109 --> 00:18:00.490
- thing. But at some level,
502
00:18:00.789 --> 00:18:02.950
- you've gotta draw a line and say, you
503
00:18:02.950 --> 00:18:04.730
- know what? This is now more abusive
504
00:18:05.029 --> 00:18:07.349
- than it is beneficial, and we're not in
505
00:18:07.349 --> 00:18:08.490
- business to be abused.
506
00:18:09.750 --> 00:18:11.269
- How about the other side of the coin?
507
00:18:11.269 --> 00:18:12.789
- When you find something that's a good it
508
00:18:12.789 --> 00:18:14.944
- is it is a good two way street.
509
00:18:15.325 --> 00:18:17.904
- What are ways you can foster intentionally
510
00:18:18.365 --> 00:18:20.684
- foster those relationships to make them even better
511
00:18:20.684 --> 00:18:21.664
- for both of you?
512
00:18:22.284 --> 00:18:23.265
- A lot of times,
513
00:18:24.125 --> 00:18:25.825
- even though it seems disingenuous,
514
00:18:26.365 --> 00:18:28.144
- it isn't. It's really transactional
515
00:18:28.630 --> 00:18:30.549
- components. It's making sure the other person's making
516
00:18:30.549 --> 00:18:31.210
- more money.
517
00:18:31.589 --> 00:18:33.109
- The more money you can make that other
518
00:18:33.109 --> 00:18:35.909
- person, the more they feel appreciated by that
519
00:18:35.909 --> 00:18:38.730
- relationship. And so now in your business model,
520
00:18:38.950 --> 00:18:41.109
- you should be including them when you make
521
00:18:41.109 --> 00:18:41.690
- a dollar.
522
00:18:42.154 --> 00:18:43.755
- Is is there 10¢,
523
00:18:43.755 --> 00:18:44.634
- 15¢
524
00:18:44.634 --> 00:18:46.394
- that I can find to give to the
525
00:18:46.394 --> 00:18:48.794
- strategic partner in a way that's natural to
526
00:18:48.794 --> 00:18:50.474
- their business to where they don't have to
527
00:18:50.474 --> 00:18:52.794
- reinvest to get some of that? It looks
528
00:18:52.794 --> 00:18:54.815
- like it's appreciation. That's one.
529
00:18:55.269 --> 00:18:57.369
- Number two is new opportunities
530
00:18:57.670 --> 00:18:59.670
- that arise, and you bring them into those
531
00:18:59.670 --> 00:19:00.329
- new opportunities
532
00:19:00.789 --> 00:19:02.230
- so that they can be a part of
533
00:19:02.230 --> 00:19:04.630
- the ground level of that. So for an
534
00:19:04.630 --> 00:19:05.130
- example,
535
00:19:05.910 --> 00:19:07.644
- I'll use my own self. I do a
536
00:19:07.644 --> 00:19:09.805
- lot of work with chambers of commerce, economic
537
00:19:09.805 --> 00:19:11.265
- development centers, municipalities.
538
00:19:12.125 --> 00:19:14.545
- So if I'm going into a new municipality
539
00:19:14.684 --> 00:19:17.085
- and there's a strategic alliance that I think
540
00:19:17.085 --> 00:19:18.625
- could have a, a participation
541
00:19:19.005 --> 00:19:20.900
- effort, I might say, hey. I'm gonna go
542
00:19:20.900 --> 00:19:23.220
- over to this new county, this new state,
543
00:19:23.220 --> 00:19:25.619
- this new city. I'm thinking about bringing you
544
00:19:25.619 --> 00:19:27.380
- in there in this role or function. What
545
00:19:27.380 --> 00:19:29.299
- do you think? And should we alter this,
546
00:19:29.299 --> 00:19:31.299
- or how do you see yourself participating in
547
00:19:31.299 --> 00:19:32.914
- it? Well, they don't know that I was
548
00:19:32.914 --> 00:19:35.234
- thinking about them in that way, but that
549
00:19:35.234 --> 00:19:36.375
- turns into currency.
550
00:19:36.755 --> 00:19:39.315
- Whether we execute it well or not, they
551
00:19:39.315 --> 00:19:41.315
- know that I was willing to take a
552
00:19:41.315 --> 00:19:42.535
- part of my investment
553
00:19:42.914 --> 00:19:45.315
- or my revenue and share it with them
554
00:19:45.315 --> 00:19:47.414
- because of my appreciation of them.
555
00:19:48.809 --> 00:19:50.490
- Once you get a hit a point where
556
00:19:50.490 --> 00:19:52.509
- you you've got a lot of strategic alliances
557
00:19:52.569 --> 00:19:53.069
- going
558
00:19:54.009 --> 00:19:55.549
- and just come full circle,
559
00:19:55.849 --> 00:19:57.849
- in the beginning, you mentioned saying yes to
560
00:19:57.849 --> 00:19:59.849
- almost everything and going to events. You never
561
00:19:59.849 --> 00:20:01.789
- know who you're gonna meet, things like that.
562
00:20:02.265 --> 00:20:03.865
- Does there come a time when you have
563
00:20:03.865 --> 00:20:06.664
- to guard relations the the guard the number
564
00:20:06.664 --> 00:20:08.345
- of relationships? Do you ever hit a point
565
00:20:08.345 --> 00:20:10.105
- where you're like, I am gonna scale back
566
00:20:10.105 --> 00:20:12.105
- on going to events and searching for new
567
00:20:12.105 --> 00:20:12.845
- ones because
568
00:20:13.144 --> 00:20:15.144
- I've got so many that I can't handle
569
00:20:15.144 --> 00:20:17.464
- anymore, or is it always an open field
570
00:20:17.464 --> 00:20:19.639
- with, sure, the more the merrier?
571
00:20:20.899 --> 00:20:23.460
- So, personally, it's always an open field for
572
00:20:23.460 --> 00:20:25.779
- me, but I know how to discern. And
573
00:20:25.779 --> 00:20:28.099
- so that's where you talk about knowing the
574
00:20:28.099 --> 00:20:29.079
- difference between
575
00:20:29.779 --> 00:20:31.940
- direction and distraction. And I'll give you a
576
00:20:31.940 --> 00:20:33.904
- great example of that. I I was talking
577
00:20:33.904 --> 00:20:35.984
- with one of the chambers of commerce out
578
00:20:35.984 --> 00:20:36.565
- of Kentucky,
579
00:20:37.105 --> 00:20:39.904
- and I frequent Kentucky regularly for a lot
580
00:20:39.904 --> 00:20:41.585
- of their events. I've got a lot of
581
00:20:41.585 --> 00:20:43.744
- really good business interest in the state of
582
00:20:43.744 --> 00:20:45.664
- Kentucky. And I was telling one of the
583
00:20:45.664 --> 00:20:47.904
- workers, we went to lunch together, and I
584
00:20:47.904 --> 00:20:48.964
- told her, I said,
585
00:20:49.299 --> 00:20:50.820
- every time you all throw an event and
586
00:20:50.820 --> 00:20:52.339
- you see me at that event, don't you
587
00:20:52.339 --> 00:20:53.400
- see me leave early?
588
00:20:53.859 --> 00:20:55.059
- She was like, yeah. I do. I said,
589
00:20:55.059 --> 00:20:56.980
- because I walk in there for about fifteen
590
00:20:56.980 --> 00:20:58.820
- minutes. I know exactly what I wanna get
591
00:20:58.820 --> 00:21:00.660
- done. I get it done, and then I
592
00:21:00.660 --> 00:21:01.160
- leave.
593
00:21:01.774 --> 00:21:03.214
- Well, now I don't have a two hour
594
00:21:03.214 --> 00:21:05.154
- obligation. I have a fifteen minute obligation,
595
00:21:05.454 --> 00:21:08.255
- but that fifteen minute obligation might earn me
596
00:21:08.255 --> 00:21:08.755
- exponentially.
597
00:21:09.375 --> 00:21:11.454
- So I understand the direction of that. Now
598
00:21:11.454 --> 00:21:13.774
- if I'm uncertain, I might be there all
599
00:21:13.774 --> 00:21:14.434
- two hours
600
00:21:15.000 --> 00:21:17.079
- trying to figure out what am I trying
601
00:21:17.079 --> 00:21:18.839
- to pull out of it. But I'm an
602
00:21:18.839 --> 00:21:20.680
- expert at my work now. I know exactly
603
00:21:20.680 --> 00:21:22.140
- what I need out of every event.
604
00:21:22.440 --> 00:21:24.759
- And sometimes you might be in something because
605
00:21:24.759 --> 00:21:27.240
- you're supporting someone else and support is a
606
00:21:27.240 --> 00:21:30.045
- currency as well. So it just depends on
607
00:21:30.045 --> 00:21:32.204
- what you are trying to obtain from it
608
00:21:32.204 --> 00:21:34.365
- and what does that mean to whether it's
609
00:21:34.365 --> 00:21:36.684
- the event, the event holder. So if I've
610
00:21:36.684 --> 00:21:37.585
- got a strategic,
611
00:21:37.884 --> 00:21:39.505
- you know, alliance partner
612
00:21:39.884 --> 00:21:40.384
- that
613
00:21:40.880 --> 00:21:42.480
- is putting on an event. Like, I went
614
00:21:42.480 --> 00:21:44.400
- to one the other day. It was in
615
00:21:44.400 --> 00:21:46.320
- the evening. I had to find someone. You
616
00:21:46.320 --> 00:21:48.240
- know, I had to rearrange my my my
617
00:21:48.240 --> 00:21:50.240
- evening to get my daughter to to soccer,
618
00:21:50.240 --> 00:21:51.619
- and, you know, like, it was a thing.
619
00:21:51.840 --> 00:21:53.600
- And I really didn't want to do it,
620
00:21:53.600 --> 00:21:55.644
- but I cherish the human. I didn't really
621
00:21:55.644 --> 00:21:57.404
- care about the event, but the human was
622
00:21:57.404 --> 00:21:57.904
- important.
623
00:21:58.365 --> 00:21:59.964
- So I went and I supported the entire
624
00:21:59.964 --> 00:22:01.105
- event for the human.
625
00:22:01.404 --> 00:22:03.644
- But I do know that the human is
626
00:22:03.644 --> 00:22:04.224
- a dividend
627
00:22:04.765 --> 00:22:06.525
- and has been and will continue to be
628
00:22:06.525 --> 00:22:08.525
- a dividend, so that two hours was a
629
00:22:08.525 --> 00:22:11.069
- two hour investment into them. But let's say
630
00:22:11.069 --> 00:22:12.829
- that was an event that came across my
631
00:22:12.829 --> 00:22:13.329
- calendar
632
00:22:13.869 --> 00:22:17.329
- and no particular human is of my interest.
633
00:22:17.549 --> 00:22:19.549
- The event is of interest. Well, now I
634
00:22:19.549 --> 00:22:21.390
- can make a discernment on, is this ten
635
00:22:21.390 --> 00:22:22.755
- minutes or is this two hours?
636
00:22:23.154 --> 00:22:24.515
- And who's gonna be there? And when I
637
00:22:24.515 --> 00:22:25.555
- get there and if I don't see the
638
00:22:25.555 --> 00:22:27.394
- faces I wanna see or if I see
639
00:22:27.394 --> 00:22:28.835
- on that list that that's not the list
640
00:22:28.835 --> 00:22:30.515
- that I want, you come in, you get
641
00:22:30.515 --> 00:22:33.234
- out, and you're more decisive in your movement.
642
00:22:33.234 --> 00:22:35.255
- You're more of a sniper in that instance
643
00:22:35.394 --> 00:22:38.269
- than guerrilla warfare. So it really all depends.
644
00:22:38.269 --> 00:22:39.170
- It's all contextual.
645
00:22:39.549 --> 00:22:40.049
- How
646
00:22:40.750 --> 00:22:42.589
- explain the unpack that a little bit more.
647
00:22:42.589 --> 00:22:44.769
- When you say discernment, how do you get
648
00:22:44.829 --> 00:22:46.049
- to be more discerning
649
00:22:46.829 --> 00:22:47.890
- without being
650
00:22:48.429 --> 00:22:49.329
- too transactional
651
00:22:49.630 --> 00:22:50.369
- in the situation?
652
00:22:50.990 --> 00:22:51.490
- So
653
00:22:54.884 --> 00:22:57.304
- one state event I went to,
654
00:22:58.484 --> 00:23:00.884
- the governor was gonna be there. I knew
655
00:23:00.884 --> 00:23:02.565
- the governor was gonna be there, and the
656
00:23:02.565 --> 00:23:04.105
- governor was my only target.
657
00:23:04.565 --> 00:23:06.744
- Governor wasn't coming on for forty minutes.
658
00:23:07.200 --> 00:23:08.880
- So I had to wait forty minutes before
659
00:23:08.880 --> 00:23:10.339
- I knew I could see the governor.
660
00:23:10.880 --> 00:23:12.899
- So that forty minutes, what are you doing?
661
00:23:13.440 --> 00:23:15.359
- Well, I know that if a business comes
662
00:23:15.359 --> 00:23:16.659
- to me and that business,
663
00:23:17.679 --> 00:23:19.839
- let's say there's an entry level worker or
664
00:23:19.839 --> 00:23:21.059
- a mid level worker
665
00:23:21.404 --> 00:23:23.505
- that wants to try to network with me.
666
00:23:23.725 --> 00:23:25.105
- I'm not gonna disrespect
667
00:23:25.404 --> 00:23:27.664
- the entry level or the mid level worker
668
00:23:27.725 --> 00:23:29.105
- that's working at this accountancy,
669
00:23:29.884 --> 00:23:31.805
- but I know that that's not the decision
670
00:23:31.805 --> 00:23:33.900
- maker that I should be working with. So
671
00:23:33.900 --> 00:23:35.740
- I can easily get in and out of
672
00:23:35.740 --> 00:23:38.160
- that conversation or force that conversation
673
00:23:38.539 --> 00:23:40.779
- to get me to the highest level person
674
00:23:40.779 --> 00:23:42.619
- that's in that room. So therefore, I can
675
00:23:42.619 --> 00:23:43.599
- have that introduction
676
00:23:44.059 --> 00:23:45.519
- to use my forty minutes.
677
00:23:46.085 --> 00:23:48.884
- But if I spend twenty five minutes learning
678
00:23:48.884 --> 00:23:50.345
- about this person's journey
679
00:23:50.805 --> 00:23:52.424
- to mid level management,
680
00:23:52.805 --> 00:23:55.224
- then I just abuse my own business.
681
00:23:55.924 --> 00:23:58.105
- So it's not a disrespect to the human,
682
00:23:58.244 --> 00:24:00.184
- it's a disrespect to the function.
683
00:24:01.890 --> 00:24:03.490
- Does that make sense when we talk about
684
00:24:03.490 --> 00:24:03.990
- discernment?
685
00:24:04.690 --> 00:24:07.330
- That makes that makes perfect sense without being
686
00:24:07.330 --> 00:24:08.070
- too transactional
687
00:24:08.450 --> 00:24:10.849
- about the about life the point about being
688
00:24:10.849 --> 00:24:12.609
- at the person or the business and things
689
00:24:12.609 --> 00:24:14.950
- along those lines too. Definitely. Yes. Correct.
690
00:24:15.335 --> 00:24:17.015
- Because if you're in there and you got
691
00:24:17.015 --> 00:24:19.414
- a product to sell, well, you should know
692
00:24:19.414 --> 00:24:22.055
- automatically if let's say that you're a business
693
00:24:22.055 --> 00:24:23.494
- to business. A great one that comes to
694
00:24:23.494 --> 00:24:26.075
- mind is a furniture company, one that sells
695
00:24:26.295 --> 00:24:29.414
- office furniture when there's relocations and big brick
696
00:24:29.414 --> 00:24:31.659
- and mortar moves or, you know,
697
00:24:32.200 --> 00:24:34.539
- custom transformations of certain office space.
698
00:24:35.000 --> 00:24:36.839
- You should not be talking to a person
699
00:24:36.839 --> 00:24:38.220
- that can't write the PO
700
00:24:38.599 --> 00:24:39.579
- for that service.
701
00:24:40.039 --> 00:24:42.359
- So as you're navigating, if you're talking to
702
00:24:42.359 --> 00:24:42.859
- the
703
00:24:43.240 --> 00:24:44.299
- marketing personnel,
704
00:24:45.000 --> 00:24:46.220
- you just harmed yourself.
705
00:24:46.865 --> 00:24:48.865
- You were nice to that human, but you
706
00:24:48.865 --> 00:24:51.525
- lost yourself an hour's worth of work time.
707
00:24:51.585 --> 00:24:53.345
- And if you're worth $300
708
00:24:53.345 --> 00:24:55.684
- an hour, you just spent $300
709
00:24:56.144 --> 00:24:57.445
- talking to that person
710
00:24:57.825 --> 00:24:59.605
- for what dividend from that?
711
00:24:59.950 --> 00:25:01.970
- And the answer would be none, potentially.
712
00:25:02.670 --> 00:25:05.549
- Now that marketing person might get you to
713
00:25:05.549 --> 00:25:07.230
- a person, but now you've got to foster
714
00:25:07.230 --> 00:25:09.789
- that through business development. So now there's another
715
00:25:09.789 --> 00:25:12.029
- hour going by. So you're 600 in a
716
00:25:12.029 --> 00:25:13.984
- hole trying to convince that person to give
717
00:25:13.984 --> 00:25:15.984
- you the right introduction for you to sell
718
00:25:15.984 --> 00:25:16.964
- them office furniture.
719
00:25:17.825 --> 00:25:19.284
- You should not have done that.
720
00:25:20.784 --> 00:25:22.544
- Well, it sounds like we've come full circle
721
00:25:22.544 --> 00:25:25.184
- as far as discernment and finding you know,
722
00:25:25.184 --> 00:25:27.329
- making it a two way street, and we've
723
00:25:27.329 --> 00:25:29.329
- covered a lot of ground in a really
724
00:25:29.329 --> 00:25:31.009
- short period of time. When it comes to
725
00:25:31.009 --> 00:25:34.130
- creating strategic alliances, someone's listening or watching, like,
726
00:25:34.130 --> 00:25:35.650
- I get it. There's a lot of good
727
00:25:35.650 --> 00:25:37.410
- info here. If you were to say if
728
00:25:37.410 --> 00:25:41.029
- you wanna successfully create strategic alliances, whether it's
729
00:25:41.825 --> 00:25:44.065
- restating something you already said or touching on
730
00:25:44.065 --> 00:25:45.505
- something you haven't yet, if you were to
731
00:25:45.505 --> 00:25:47.365
- say at least do this one thing,
732
00:25:47.744 --> 00:25:49.904
- at least do this one thing above all
733
00:25:49.904 --> 00:25:51.664
- else, what would you tell people to do
734
00:25:51.664 --> 00:25:52.884
- to form successful
735
00:25:53.424 --> 00:25:54.484
- strategic alliances?
736
00:25:55.279 --> 00:25:57.859
- It's know what you have to offer
737
00:25:58.639 --> 00:26:00.880
- and what you want to receive that's mutually
738
00:26:00.880 --> 00:26:01.380
- beneficial.
739
00:26:04.079 --> 00:26:06.720
- That is awesome. Thank you, doctor Baker. And
740
00:26:06.720 --> 00:26:08.559
- if people wanna find you online, where's the
741
00:26:08.559 --> 00:26:10.500
- best place or places to go?
742
00:26:10.904 --> 00:26:13.785
- Best place is the website, thebusinesshospital.com.
743
00:26:13.785 --> 00:26:15.545
- Everything you wanna know would be there. We
744
00:26:15.545 --> 00:26:16.445
- do have a LinkedIn,
745
00:26:17.065 --> 00:26:18.984
- presence. It's very small, but you can see
746
00:26:18.984 --> 00:26:21.225
- me there. Just look up doctor JC Baker,
747
00:26:21.225 --> 00:26:23.225
- and you can see me on LinkedIn. But,
748
00:26:23.225 --> 00:26:25.384
- really, the website is there. How to contact
749
00:26:25.384 --> 00:26:26.525
- us is there as well.
750
00:26:27.279 --> 00:26:28.880
- This has been great. Thank you again. I
751
00:26:28.880 --> 00:26:31.299
- appreciate you, doctor Baker. Thank you, Mark.
752
00:26:33.359 --> 00:26:33.859
- And
753
00:26:34.160 --> 00:26:34.660
- scene.
754
00:26:35.279 --> 00:26:35.779
- Okay.
755
00:26:36.799 --> 00:26:38.799
- Good job, Mark. Thank you for joining us
756
00:26:38.799 --> 00:26:40.984
- today. I hope you enjoyed the episode. I
757
00:26:40.984 --> 00:26:43.065
- also hope that you'll subscribe to the Idea
758
00:26:43.065 --> 00:26:45.325
- Climbing podcast and rate us on iTunes.
759
00:26:45.945 --> 00:26:47.705
- Visit ideaclimbing.com
760
00:26:47.705 --> 00:26:49.785
- to learn more about Idea Climbing and hear
761
00:26:49.785 --> 00:26:51.484
- more episodes about mentoring,
762
00:26:52.025 --> 00:26:53.725
- marketing, and big ideas.
1
00:00:00.799 --> 00:00:02.980
- Welcome to the Idea Climbing podcast.
2
00:00:03.520 --> 00:00:05.919
- Your business can't operate in a vacuum. You
3
00:00:05.919 --> 00:00:08.720
- need win win strategic alliances to grow faster
4
00:00:08.720 --> 00:00:10.719
- than you could alone. It's one thing to
5
00:00:10.719 --> 00:00:13.380
- say win win. It's another thing to successfully
6
00:00:13.599 --> 00:00:16.454
- create those situations again and again. I discuss
7
00:00:16.454 --> 00:00:17.975
- how to do that in this episode with
8
00:00:17.975 --> 00:00:19.835
- my guest, doctor JC Baker.
9
00:00:20.214 --> 00:00:22.935
- Doctor Baker has invented the standard for business
10
00:00:22.935 --> 00:00:25.255
- health and has dedicated his life to reducing
11
00:00:25.255 --> 00:00:26.154
- business morbidity.
12
00:00:26.695 --> 00:00:28.714
- He is the founder of the business hospital
13
00:00:28.774 --> 00:00:32.070
- and the business hospital institute. The business hospital
14
00:00:32.130 --> 00:00:34.130
- is the only one in the world operating
15
00:00:34.130 --> 00:00:35.270
- in 15 countries.
16
00:00:35.729 --> 00:00:38.310
- Doctor Baker is a doctor in business administration
17
00:00:38.689 --> 00:00:40.869
- with a focus on organizational leadership.
18
00:00:41.409 --> 00:00:43.409
- He is a six time and number one
19
00:00:43.409 --> 00:00:45.885
- best selling author with textbooks on how to
20
00:00:45.885 --> 00:00:47.804
- launch a business and how to make good
21
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- business decisions.
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- We dive into topics including how to bridge
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- the gap between just giving help but also
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- getting help at the same time, how to
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- ask for help or referrals without coming across
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- as pushy,
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- what to do when an initially win win
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- strategic alliance becomes a one way street,
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- the one thing above all else that you
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- need to do to create a win win
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- strategic alliance,
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- and other golden nuggets of advice. You're gonna
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- love this show.
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- Doctor Baker, thank you for making time to
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- do the idea climbing podcast. I appreciate you.
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- Absolutely. Thanks so much, Mark, for having me.
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- We're gonna be talking about a subject that's
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- near and dear to my heart for a
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- lot of reasons,
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- how to create strategic
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- alliances.
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- Before we get into the tips, the tricks,
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- the strategies with you and the business hospital,
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- Why are strategic alliances so near and dear
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- to you? What's your story with those?
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- Well, we've built our entire practice with strategic
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- alliances and with strategic partnerships.
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- I do wanna clarify for language purposes that
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- partnerships in our mind mean legalities.
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- So, therefore, those are binded relationships that,
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- have a legal ramification.
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- Alliances
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- are collaborations
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- or activations
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- or campaigns or connections that you have
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- with other entities. And so our business hospital
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- has been able to to grow to 15
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- countries on five continents
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- because of those alliances
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- and some of those
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- partnerships because you need other entities in order
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- to, one,
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- expand your reach,
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- create additional expertise or or offerings that you
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- may not have, or even walk you in
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- the doors that those doors otherwise would have
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- been unknown to you. So they've been critical
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- for not just our growth, but even the
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- work we do with our business patients.
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- So where do
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- where does this where does searching for a
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- strategic alliance, where does it start? You want
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- you wanna get some help in business? You
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- think you can do it through an alliance?
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- Where do you even start to look? How
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- do you know what to look for in
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- the first place?
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- Well, my philosophy
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- does not mirror what I've heard most around,
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- especially in The US.
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- You will hear a lot of gurus say,
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- you know, guard your time, be very selective
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- in who you meet with.
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- I don't prescribe to that way of thinking.
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- I say yes to everything
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- because you never know what you're gonna find,
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- who you're gonna find, how you're gonna help
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- someone, and how someone may help you. So
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- you have to be smart with how you
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- navigate your time, but you also have to
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- open yourself up for the opportunity to be
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- there, and they come from a lot of
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- unlikely places. So when you say where does
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- it start, it starts a lot of places.
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- It starts with,
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- networking events. It starts with Chamber of Commerce
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- events. It start with,
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- invites to certain,
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- opportunities where they say, you know what? You're
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- a person that I've been trying to get
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- a hold of, and I would love for
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- you to come support me at such and
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- such event. You should say yes to that
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- if you were asking me because when you
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- get there and if you ask the right
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- questions and you present yourself appropriately,
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- those opportunities for the right alliances and allegiances
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- will start to manifest themselves.
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- And then you get better over time with
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- how to present
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- how you show up in order for someone
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- else to see you appropriately. Say, you know
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- what? I know exactly what I should be
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- doing with Mark or with company a b
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- c or with the business hospital.
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- And then you can also say, you know
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- what? I see what you're into, and guess
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- what would help you because you've had that
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- practice
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- of having that dialogue in so many different
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- areas.
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- So you mentioned asking the right questions. Can
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- you give some examples? How do you know
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- what kind of questions to ask when you
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- get in those scenarios?
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- Well, it's very unique that I actually teach
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- question asking and probing when I'm working with
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- my business patients. Most of the time, it
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- falls under the realm of sales
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- because when you think about sales, most people
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- think it's about the information you give, but
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- it's more about the information you receive
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- based on what questions you ask. So the
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- way that you go about probing is gonna
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- help you understand, one, how to position yourself
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- and then, two, how to provide value to
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- whomever you're probing.
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- So in other words, there's a couple ways
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- of doing this, and and this is more
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- technique at this moment. But you've got the
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- probes that you learned when you were in
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- elementary school. Who, what, when, where, why, and
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- how. You know, we have to really revisit
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- those and say, how am I placing my
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- who, what, when, where, why and how?
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- So for an example,
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- if I'm talking to you, Mark, we just
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- met, we're at a networking event or we're
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- at a seminar or conference.
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- And one of the what's is,
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- yo, what do you do, Mark? Well, Mark's
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- gonna tell me. Now I need to be
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- listening with a very intent ear. And I'm
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- not listening just for the sake of listening.
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- I'm listening for the sake of how do
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- I help them? Not how I make money
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- from him. How do I help him?
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- Because if I understand how to help him,
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- I can see where my skill sets match
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- yours or maybe my resources
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- or my network can benefit you. So that's
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- a simple what. Very easy question.
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- But now you've got your second level probes,
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- and your second level probes are very much
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- like a therapist.
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- Walk me through,
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- explain to me, paint me a picture,
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- tell me a time when. So when you
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- start your questions that way and I say,
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- Mark, paint me a picture
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- of what it is that you would really
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- like to get done over the next three
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- to four months. What does that look like?
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- And you tell me that and I find
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- out whatever you say fits my wheelhouse,
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- I now know that I can bring you
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- value.
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- Now from there, I have to say the
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- same thing to myself.
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- Doctor Baker,
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- really think about what it is that Mark
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- just said
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- that could really benefit what we're doing.
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- And then from there, you're able to ask
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- the right questions because I would have extracted
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- information from you that if I'm listening intently,
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- I now can point that in the direction
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- that benefits you and benefits us. So if
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- it's not mutually beneficial,
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- it's not beneficial.
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- Even if we say mutually beneficial, it's me
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- helping you.
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- Because if you find gratitude in that or
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- you build a platform on the fact that
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- I'm just here to help, that still makes
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- that mutually beneficial.
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- Dig into that a little bit more because
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- I know it's it's an important part of
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- business is how can I help you? How
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- can you help the person make it reciprocal?
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- How do
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- you how do you bridge that gap between
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- I know how can I help you? How
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- can I help you? And then somebody actually
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- being beneficial to you so you're not just
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- running around helping everybody. You're also growing your
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- business at the same time. How do you
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- bridge the gap between helping and getting help?
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- So it really depends on your business model.
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- And so I can speak to mine, and
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- mine may not help anybody that's listening, but
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- I hope there's a nugget in this, is
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- that my work at the business hospital, it's
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- a literal business hospital. It's not metaphorical.
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- So our currency is help.
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- So the more businesses and the more humans
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- that have been made better because of our
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- existence,
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- that's more stories we can tell about the
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- help that we provide, which then gives us
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- more patients
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- as a result of that. So our is
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- ours is inherent in our business model. So
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- even though it comes from a genuine place,
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- it also generates currency for us because our
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- business model is built around the authenticity
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- of help.
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- So that's one reality.
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- But another reality, let's say I had a
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- product.
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- And so I've got
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- a technology. I've got a technology that helps
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- you,
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- organize your human capital better. Let's say that's
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- what I have. I have a technology.
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- And so I'm here helping you in a
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- way. So let's say that what you needed
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- was that you were talking about how to
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- increase your platform,
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- get more eyeballs to your platform. And I
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- said, you know what? I was working with
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- a lady,
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- and her marketing work was so outstanding. It
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- was so stellar that I watched her take
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- four or five podcasts from 10,000 people viewing
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- and listening to over a million. You know
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- what? I'm gonna get her connected with Mark.
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- Let's say that was the help. And so
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- and we'll call her Susan. And let's say
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- Susan went ahead and she increased the work
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- even by 10%, 5%, whatever the number is.
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- She was a benefit. Now that didn't earn
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- me direct currency. There was no cash given
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- to doctor Baker because of that connectivity
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- or that help if you deem it that
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- way. However,
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- what it did do was it allowed me
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- to continue dialogue with Mark because Mark sees
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- me as an advocate.
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- He sees me as an ambassador
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- to what he's doing. And if I understand
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- my position, I could say, Mark,
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- you know for a living, we fix businesses.
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- Surely in your podcast, you've talked to two
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- or three or four businesses that in private
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- said, Mark, we we just can't figure this
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- out. We just don't know what we're doing.
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- It would help me, Mark, if you got
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- me in front of them. And if you
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- get me in front of them, what's gonna
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- happen is they're gonna recognize you as caring
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- about them because you got them the help
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- they needed when they told you something that
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- wasn't an intimate moment. You listened to them,
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- and you provided them a solution.
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- So now me getting you, Susan, to increase
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- your marketing
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- bought me currency
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- because that was a genuine help to you.
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- And now that allows me to have a
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- a reciprocated ask later. It's not a
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- you do for me, I do for you.
283
00:10:15.365 --> 00:10:17.445
- It's not a quid pro quo. It's more
284
00:10:17.445 --> 00:10:19.784
- of we're an ecosystem of assistance.
285
00:10:20.245 --> 00:10:22.424
- And so when you say strategic alliance,
286
00:10:22.860 --> 00:10:26.139
- all strategic means is I know that you've
287
00:10:26.139 --> 00:10:27.980
- got things that's gonna benefit me, and I've
288
00:10:27.980 --> 00:10:29.980
- got things that are gonna benefit you. And
289
00:10:29.980 --> 00:10:30.480
- together,
290
00:10:31.100 --> 00:10:34.639
- we have a a collaborative system that benefits
291
00:10:34.700 --> 00:10:36.879
- both of us in the most authentic way.
292
00:10:38.065 --> 00:10:39.745
- Once you find someone that you can help
293
00:10:39.745 --> 00:10:41.664
- and they can help you, and I don't
294
00:10:41.664 --> 00:10:43.745
- mean this as a legal structure, like we
295
00:10:43.745 --> 00:10:46.565
- said, partnership, not that, but a strategic alliance.
296
00:10:47.024 --> 00:10:47.845
- How do you
297
00:10:48.304 --> 00:10:50.384
- how do you formalize that once you realize
298
00:10:50.384 --> 00:10:51.750
- I can help you, you can help me,
299
00:10:51.750 --> 00:10:53.669
- maybe a little give and take on both
300
00:10:53.669 --> 00:10:55.669
- sides? How do you make it more formal
301
00:10:55.669 --> 00:10:57.589
- to say, okay. We're gonna help each other
302
00:10:57.589 --> 00:10:59.830
- on an ongoing basis, and we're both gonna
303
00:10:59.830 --> 00:11:02.389
- grow because of this? You have to treat
304
00:11:02.389 --> 00:11:03.129
- that relationship
305
00:11:03.509 --> 00:11:05.429
- very much as how you would treat your
306
00:11:05.429 --> 00:11:06.995
- business development efforts.
307
00:11:07.534 --> 00:11:09.934
- So I'm gonna use a personal example, then
308
00:11:09.934 --> 00:11:11.475
- I'm gonna use a general example.
309
00:11:11.774 --> 00:11:14.355
- So in the business hospital, ours is formalized
310
00:11:14.735 --> 00:11:15.794
- between our
311
00:11:16.174 --> 00:11:18.495
- partners, which are wings, and those are the
312
00:11:18.495 --> 00:11:19.554
- ones that are contracted.
313
00:11:19.934 --> 00:11:21.394
- But then we've got our pharmacy,
314
00:11:21.730 --> 00:11:23.029
- which are not contracted,
315
00:11:23.410 --> 00:11:25.169
- but we have our own system that we
316
00:11:25.169 --> 00:11:27.570
- built called Hospital Plus. It's a MyChart for
317
00:11:27.570 --> 00:11:29.410
- businesses, if you will, and it has a
318
00:11:29.410 --> 00:11:31.570
- built in pharmacy. So when I go into
319
00:11:31.570 --> 00:11:33.970
- that pharmacy, I've got hundreds of businesses in
320
00:11:33.970 --> 00:11:36.289
- there that I've come across over the last
321
00:11:36.289 --> 00:11:36.789
- decade
322
00:11:37.105 --> 00:11:38.705
- and all of the countries that we've been
323
00:11:38.705 --> 00:11:40.705
- in. So when I need a person or
324
00:11:40.705 --> 00:11:43.184
- a business that has a certain thing that's
325
00:11:43.184 --> 00:11:45.345
- a benefit to someone else, I see that
326
00:11:45.345 --> 00:11:46.945
- they're in there. I can conduct an easy
327
00:11:46.945 --> 00:11:48.884
- search and say I need a mediator.
328
00:11:49.259 --> 00:11:52.220
- I need a fractional CMO. I need whatever
329
00:11:52.220 --> 00:11:54.059
- it is I might need there in that
330
00:11:54.059 --> 00:11:56.559
- pharmacy. So I have it built out formally,
331
00:11:56.620 --> 00:11:58.379
- and I have it built out in a
332
00:11:58.379 --> 00:12:00.480
- way where you don't have to be contracted,
333
00:12:00.540 --> 00:12:02.815
- but I'm not gonna forget you because you're
334
00:12:02.815 --> 00:12:04.654
- in that pharmacy. And because you're in that
335
00:12:04.654 --> 00:12:07.615
- pharmacy, I get notifications that tell me you
336
00:12:07.615 --> 00:12:09.615
- haven't talked to Mark in a while. You
337
00:12:09.615 --> 00:12:11.855
- said Mark was a good strategic partner. You
338
00:12:11.855 --> 00:12:13.294
- need to reach out to Mark and make
339
00:12:13.294 --> 00:12:14.975
- sure that he knows that you care about
340
00:12:14.975 --> 00:12:16.834
- him. So that's formalized
341
00:12:17.600 --> 00:12:18.500
- in an informal
342
00:12:19.279 --> 00:12:21.360
- way. Well, if it's business development, you should
343
00:12:21.360 --> 00:12:23.920
- have a CRM tool. No matter what business
344
00:12:23.920 --> 00:12:26.000
- you have, whether you are a single member
345
00:12:26.000 --> 00:12:28.580
- LLC and an as an owner operated entity,
346
00:12:28.800 --> 00:12:31.940
- you should have a CRM customer relationship management
347
00:12:32.000 --> 00:12:35.465
- tool or customer retention management tool. You should
348
00:12:35.465 --> 00:12:37.785
- have that CRM, and in that CRM, you
349
00:12:37.785 --> 00:12:40.424
- should put those strategic alliances in there. And
350
00:12:40.424 --> 00:12:41.865
- you should say, you know what? Every six
351
00:12:41.865 --> 00:12:43.384
- weeks, I'm gonna make sure I talk to
352
00:12:43.384 --> 00:12:43.884
- Tim
353
00:12:44.264 --> 00:12:45.865
- because I need Tim to know that I
354
00:12:45.865 --> 00:12:47.865
- care about him, and I also need Tim
355
00:12:47.865 --> 00:12:50.559
- to know to not forget about me. Because
356
00:12:50.559 --> 00:12:52.419
- we deemed that it was strategic,
357
00:12:52.799 --> 00:12:55.279
- we need to formally put a process in
358
00:12:55.279 --> 00:12:57.759
- place that allows me to informally keep our
359
00:12:57.759 --> 00:12:58.820
- relationship going.
360
00:12:59.919 --> 00:13:01.365
- So once you get into a relationship
361
00:13:02.804 --> 00:13:04.625
- some examples? How do you ask for help?
362
00:13:04.625 --> 00:13:06.004
- Whether you're reaching out every six weeks, eight
363
00:13:06.004 --> 00:13:08.424
- weeks, whatever it might be, what does asking
364
00:13:08.485 --> 00:13:09.544
- for help look like?
365
00:13:10.004 --> 00:13:12.565
- So it it's it's everything that I've ever
366
00:13:12.565 --> 00:13:14.399
- done in my life, and this is more
367
00:13:14.639 --> 00:13:17.040
- personal, less professional, but I use my personal
368
00:13:17.040 --> 00:13:18.740
- as professional in this instance.
369
00:13:19.440 --> 00:13:20.800
- I do a 100%
370
00:13:20.800 --> 00:13:22.580
- of all things a la carte.
371
00:13:23.440 --> 00:13:24.340
- For an example,
372
00:13:25.120 --> 00:13:27.680
- when I am emailing or sending out a
373
00:13:27.680 --> 00:13:28.180
- campaign,
374
00:13:28.754 --> 00:13:30.215
- I craft those personally.
375
00:13:30.595 --> 00:13:31.495
- There are no
376
00:13:31.875 --> 00:13:34.274
- systems in place that are gonna automatically do
377
00:13:34.274 --> 00:13:36.674
- it. We have a society that says you
378
00:13:36.674 --> 00:13:38.674
- can speed time up. You can do things
379
00:13:38.674 --> 00:13:40.295
- more effectively and more efficiently
380
00:13:40.754 --> 00:13:42.455
- by using this, that, and the other.
381
00:13:42.929 --> 00:13:45.009
- I am very much of the I'm gonna
382
00:13:45.009 --> 00:13:46.929
- show up and shake your hand, look you
383
00:13:46.929 --> 00:13:49.649
- in the eye, write a letter, type this
384
00:13:49.649 --> 00:13:50.149
- personally,
385
00:13:50.529 --> 00:13:53.889
- remember your children, remember your birthday. I'm very
386
00:13:53.889 --> 00:13:55.110
- much gonna do that.
387
00:13:55.464 --> 00:13:57.065
- Always been the case. I I was number
388
00:13:57.065 --> 00:13:59.464
- one in sales in five different industries, and
389
00:13:59.464 --> 00:14:01.225
- I knew for a fact that that was
390
00:14:01.225 --> 00:14:04.264
- one of the primary methods of me converting
391
00:14:04.264 --> 00:14:06.504
- at a high level because I knew everyone
392
00:14:06.504 --> 00:14:08.904
- that I spoke with intimately, and they knew
393
00:14:08.904 --> 00:14:10.524
- that they could tell that it wasn't
394
00:14:10.889 --> 00:14:11.389
- automated.
395
00:14:11.850 --> 00:14:14.350
- Well, from there, when we're thinking about
396
00:14:15.210 --> 00:14:16.269
- what is the frequency,
397
00:14:16.889 --> 00:14:18.570
- how do you go about doing it, it's
398
00:14:18.570 --> 00:14:20.190
- gonna be based on the entity.
399
00:14:20.730 --> 00:14:22.809
- It's gonna be based on what they offer,
400
00:14:22.809 --> 00:14:24.570
- who they are, how I know them, where
401
00:14:24.570 --> 00:14:25.470
- they are geographically,
402
00:14:26.045 --> 00:14:27.504
- what we mean to one another.
403
00:14:27.805 --> 00:14:29.805
- And so those touch points are gonna be
404
00:14:29.805 --> 00:14:31.345
- more frequent or less frequent
405
00:14:31.725 --> 00:14:34.125
- based on that level of intimacy because not
406
00:14:34.125 --> 00:14:36.225
- all strategic alliances are the same.
407
00:14:36.605 --> 00:14:39.024
- If you have a business that has microtransactions
408
00:14:40.009 --> 00:14:41.690
- where you need a bunch of of of
409
00:14:41.690 --> 00:14:44.809
- just economics turning over regularly or regularly, well,
410
00:14:44.809 --> 00:14:46.809
- that might be a one or a two
411
00:14:46.809 --> 00:14:47.309
- time,
412
00:14:48.649 --> 00:14:51.370
- reality where you make some form of a
413
00:14:51.370 --> 00:14:53.965
- deal even if it's a handshake deal. But
414
00:14:53.965 --> 00:14:55.804
- the more of those things are moving forward,
415
00:14:55.804 --> 00:14:59.325
- they're economically benefiting from it. That strategic alliance
416
00:14:59.325 --> 00:15:00.845
- is a win for both of you because
417
00:15:00.845 --> 00:15:03.245
- you're selling more and they might be selling
418
00:15:03.245 --> 00:15:06.684
- more. Well, there's also other situations where you
419
00:15:06.684 --> 00:15:08.445
- might only need one or two transactions in
420
00:15:08.445 --> 00:15:10.820
- a year or one or two realities in
421
00:15:10.820 --> 00:15:13.059
- a year. Well, those touch points might have
422
00:15:13.059 --> 00:15:15.460
- to be a little less frequent, but they
423
00:15:15.460 --> 00:15:17.059
- have to be more impactful when you have
424
00:15:17.059 --> 00:15:18.820
- them so that when you catch up, it's
425
00:15:18.820 --> 00:15:20.899
- like catching up with an old friend that
426
00:15:20.899 --> 00:15:22.500
- maybe you haven't talked to in the last
427
00:15:22.500 --> 00:15:24.074
- five, six years, but it feels like you
428
00:15:24.074 --> 00:15:25.754
- never left off. You still got the same
429
00:15:25.754 --> 00:15:28.394
- inside jokes. You're still kidding around the same
430
00:15:28.394 --> 00:15:30.334
- way. All of it is the same.
431
00:15:31.034 --> 00:15:33.595
- Right? And so it really depends. So my
432
00:15:33.595 --> 00:15:35.375
- recommendation is that you legitimately
433
00:15:36.074 --> 00:15:37.934
- and authentically take an individualized
434
00:15:38.315 --> 00:15:41.279
- approach based on how that relationship was nurtured.
435
00:15:42.220 --> 00:15:43.740
- So what do you do when you it
436
00:15:43.740 --> 00:15:45.419
- it starts out looking like a two way
437
00:15:45.419 --> 00:15:47.120
- street, a good strategic alliance.
438
00:15:48.220 --> 00:15:50.799
- Some time goes by, and it's not benefiting
439
00:15:51.019 --> 00:15:53.345
- you. How do you end it? What do
440
00:15:53.345 --> 00:15:54.945
- you do when you realize we thought this
441
00:15:54.945 --> 00:15:56.784
- was a two way street? It's really not.
442
00:15:56.784 --> 00:15:58.544
- It's not helping me with my business. What
443
00:15:58.544 --> 00:16:00.865
- do you do in situations like that? Well,
444
00:16:00.865 --> 00:16:03.105
- I I I think that that is something
445
00:16:03.105 --> 00:16:05.204
- that looms over many
446
00:16:06.040 --> 00:16:07.899
- good hearted business professionals
447
00:16:08.840 --> 00:16:11.000
- is that they really want to help. They
448
00:16:11.000 --> 00:16:13.820
- really wanna serve. They really want the opportunities.
449
00:16:14.360 --> 00:16:16.200
- They really want an you know, a chance
450
00:16:16.200 --> 00:16:18.200
- to give you what they got and and
451
00:16:18.200 --> 00:16:19.980
- do as much for you as they can,
452
00:16:20.075 --> 00:16:22.735
- but it gets lopsided. That's human nature where
453
00:16:23.034 --> 00:16:25.695
- not everyone has the same intent or understand
454
00:16:26.154 --> 00:16:28.794
- relationships the same way. And and quite frankly,
455
00:16:28.794 --> 00:16:30.634
- there's a lot of people that use people.
456
00:16:30.634 --> 00:16:32.309
- They could care less about the
457
00:16:32.789 --> 00:16:35.110
- the the the the collective component of it.
458
00:16:35.110 --> 00:16:37.350
- It's only about me, me, me, me, me.
459
00:16:37.350 --> 00:16:39.110
- Then you have to know when is there
460
00:16:39.110 --> 00:16:41.110
- a time that I shut this off, so
461
00:16:41.110 --> 00:16:43.750
- therefore I'm not abusing myself. One part of
462
00:16:43.750 --> 00:16:45.590
- it is them abusing you. Another part is
463
00:16:45.590 --> 00:16:48.044
- you abusing you, and you should never contribute
464
00:16:48.044 --> 00:16:49.024
- to your own abuse.
465
00:16:49.404 --> 00:16:51.485
- So in that reality, if you've sent out
466
00:16:51.485 --> 00:16:52.625
- whether it's time,
467
00:16:53.485 --> 00:16:55.024
- other allocated resources,
468
00:16:55.485 --> 00:16:58.605
- actual dollars, and you've been putting that into
469
00:16:58.605 --> 00:16:59.904
- soil that's not fertile,
470
00:17:00.259 --> 00:17:02.580
- you should stop doing that. Now that's also
471
00:17:02.580 --> 00:17:03.320
- based on
472
00:17:03.860 --> 00:17:05.079
- behavior and
473
00:17:05.619 --> 00:17:07.940
- really your temperament. So when I say behavior
474
00:17:07.940 --> 00:17:08.599
- and temperament,
475
00:17:09.220 --> 00:17:11.460
- I kinda run into conflict. I'm okay with
476
00:17:11.460 --> 00:17:13.700
- punching conflict right in the face. I'll call
477
00:17:13.700 --> 00:17:14.819
- you out on it and say, why are
478
00:17:14.819 --> 00:17:17.035
- you being such a weirdo? You just taken
479
00:17:17.035 --> 00:17:18.634
- from the hospital and you're not given to
480
00:17:18.634 --> 00:17:20.474
- the hospital. Are you one of those types
481
00:17:20.474 --> 00:17:21.994
- of people? I'm a call it out on
482
00:17:21.994 --> 00:17:23.355
- the street and then I'm a make a
483
00:17:23.355 --> 00:17:25.515
- declaration on if I wanna continue to participate
484
00:17:25.515 --> 00:17:26.174
- or not.
485
00:17:26.555 --> 00:17:28.795
- Some people don't like conflict of any type.
486
00:17:28.795 --> 00:17:30.414
- They don't want it to be uncomfortable.
487
00:17:30.779 --> 00:17:32.700
- They don't want anything to seem like there's
488
00:17:32.700 --> 00:17:33.840
- any level of tension.
489
00:17:34.220 --> 00:17:37.019
- So they might just kinda quietly disappear very
490
00:17:37.019 --> 00:17:39.740
- much like the Homer Simpson into the bushes
491
00:17:39.740 --> 00:17:41.740
- type of of of of of of of
492
00:17:41.740 --> 00:17:43.039
- of gift. But
493
00:17:43.555 --> 00:17:45.095
- what really happens is saying,
494
00:17:45.634 --> 00:17:47.634
- yeah. I won't be sending so much more
495
00:17:47.634 --> 00:17:49.634
- back your way because I don't see where
496
00:17:49.634 --> 00:17:52.914
- this is mutually beneficial. Or, hey, Rick. I'm
497
00:17:52.914 --> 00:17:54.355
- just reaching out to you to let you
498
00:17:54.355 --> 00:17:56.115
- know. I'm a send you one more thing.
499
00:17:56.115 --> 00:17:57.634
- I would love to see this thing come
500
00:17:57.634 --> 00:17:59.109
- back, but but I'm only sending one more
501
00:17:59.109 --> 00:18:00.490
- thing. But at some level,
502
00:18:00.789 --> 00:18:02.950
- you've gotta draw a line and say, you
503
00:18:02.950 --> 00:18:04.730
- know what? This is now more abusive
504
00:18:05.029 --> 00:18:07.349
- than it is beneficial, and we're not in
505
00:18:07.349 --> 00:18:08.490
- business to be abused.
506
00:18:09.750 --> 00:18:11.269
- How about the other side of the coin?
507
00:18:11.269 --> 00:18:12.789
- When you find something that's a good it
508
00:18:12.789 --> 00:18:14.944
- is it is a good two way street.
509
00:18:15.325 --> 00:18:17.904
- What are ways you can foster intentionally
510
00:18:18.365 --> 00:18:20.684
- foster those relationships to make them even better
511
00:18:20.684 --> 00:18:21.664
- for both of you?
512
00:18:22.284 --> 00:18:23.265
- A lot of times,
513
00:18:24.125 --> 00:18:25.825
- even though it seems disingenuous,
514
00:18:26.365 --> 00:18:28.144
- it isn't. It's really transactional
515
00:18:28.630 --> 00:18:30.549
- components. It's making sure the other person's making
516
00:18:30.549 --> 00:18:31.210
- more money.
517
00:18:31.589 --> 00:18:33.109
- The more money you can make that other
518
00:18:33.109 --> 00:18:35.909
- person, the more they feel appreciated by that
519
00:18:35.909 --> 00:18:38.730
- relationship. And so now in your business model,
520
00:18:38.950 --> 00:18:41.109
- you should be including them when you make
521
00:18:41.109 --> 00:18:41.690
- a dollar.
522
00:18:42.154 --> 00:18:43.755
- Is is there 10¢,
523
00:18:43.755 --> 00:18:44.634
- 15¢
524
00:18:44.634 --> 00:18:46.394
- that I can find to give to the
525
00:18:46.394 --> 00:18:48.794
- strategic partner in a way that's natural to
526
00:18:48.794 --> 00:18:50.474
- their business to where they don't have to
527
00:18:50.474 --> 00:18:52.794
- reinvest to get some of that? It looks
528
00:18:52.794 --> 00:18:54.815
- like it's appreciation. That's one.
529
00:18:55.269 --> 00:18:57.369
- Number two is new opportunities
530
00:18:57.670 --> 00:18:59.670
- that arise, and you bring them into those
531
00:18:59.670 --> 00:19:00.329
- new opportunities
532
00:19:00.789 --> 00:19:02.230
- so that they can be a part of
533
00:19:02.230 --> 00:19:04.630
- the ground level of that. So for an
534
00:19:04.630 --> 00:19:05.130
- example,
535
00:19:05.910 --> 00:19:07.644
- I'll use my own self. I do a
536
00:19:07.644 --> 00:19:09.805
- lot of work with chambers of commerce, economic
537
00:19:09.805 --> 00:19:11.265
- development centers, municipalities.
538
00:19:12.125 --> 00:19:14.545
- So if I'm going into a new municipality
539
00:19:14.684 --> 00:19:17.085
- and there's a strategic alliance that I think
540
00:19:17.085 --> 00:19:18.625
- could have a, a participation
541
00:19:19.005 --> 00:19:20.900
- effort, I might say, hey. I'm gonna go
542
00:19:20.900 --> 00:19:23.220
- over to this new county, this new state,
543
00:19:23.220 --> 00:19:25.619
- this new city. I'm thinking about bringing you
544
00:19:25.619 --> 00:19:27.380
- in there in this role or function. What
545
00:19:27.380 --> 00:19:29.299
- do you think? And should we alter this,
546
00:19:29.299 --> 00:19:31.299
- or how do you see yourself participating in
547
00:19:31.299 --> 00:19:32.914
- it? Well, they don't know that I was
548
00:19:32.914 --> 00:19:35.234
- thinking about them in that way, but that
549
00:19:35.234 --> 00:19:36.375
- turns into currency.
550
00:19:36.755 --> 00:19:39.315
- Whether we execute it well or not, they
551
00:19:39.315 --> 00:19:41.315
- know that I was willing to take a
552
00:19:41.315 --> 00:19:42.535
- part of my investment
553
00:19:42.914 --> 00:19:45.315
- or my revenue and share it with them
554
00:19:45.315 --> 00:19:47.414
- because of my appreciation of them.
555
00:19:48.809 --> 00:19:50.490
- Once you get a hit a point where
556
00:19:50.490 --> 00:19:52.509
- you you've got a lot of strategic alliances
557
00:19:52.569 --> 00:19:53.069
- going
558
00:19:54.009 --> 00:19:55.549
- and just come full circle,
559
00:19:55.849 --> 00:19:57.849
- in the beginning, you mentioned saying yes to
560
00:19:57.849 --> 00:19:59.849
- almost everything and going to events. You never
561
00:19:59.849 --> 00:20:01.789
- know who you're gonna meet, things like that.
562
00:20:02.265 --> 00:20:03.865
- Does there come a time when you have
563
00:20:03.865 --> 00:20:06.664
- to guard relations the the guard the number
564
00:20:06.664 --> 00:20:08.345
- of relationships? Do you ever hit a point
565
00:20:08.345 --> 00:20:10.105
- where you're like, I am gonna scale back
566
00:20:10.105 --> 00:20:12.105
- on going to events and searching for new
567
00:20:12.105 --> 00:20:12.845
- ones because
568
00:20:13.144 --> 00:20:15.144
- I've got so many that I can't handle
569
00:20:15.144 --> 00:20:17.464
- anymore, or is it always an open field
570
00:20:17.464 --> 00:20:19.639
- with, sure, the more the merrier?
571
00:20:20.899 --> 00:20:23.460
- So, personally, it's always an open field for
572
00:20:23.460 --> 00:20:25.779
- me, but I know how to discern. And
573
00:20:25.779 --> 00:20:28.099
- so that's where you talk about knowing the
574
00:20:28.099 --> 00:20:29.079
- difference between
575
00:20:29.779 --> 00:20:31.940
- direction and distraction. And I'll give you a
576
00:20:31.940 --> 00:20:33.904
- great example of that. I I was talking
577
00:20:33.904 --> 00:20:35.984
- with one of the chambers of commerce out
578
00:20:35.984 --> 00:20:36.565
- of Kentucky,
579
00:20:37.105 --> 00:20:39.904
- and I frequent Kentucky regularly for a lot
580
00:20:39.904 --> 00:20:41.585
- of their events. I've got a lot of
581
00:20:41.585 --> 00:20:43.744
- really good business interest in the state of
582
00:20:43.744 --> 00:20:45.664
- Kentucky. And I was telling one of the
583
00:20:45.664 --> 00:20:47.904
- workers, we went to lunch together, and I
584
00:20:47.904 --> 00:20:48.964
- told her, I said,
585
00:20:49.299 --> 00:20:50.820
- every time you all throw an event and
586
00:20:50.820 --> 00:20:52.339
- you see me at that event, don't you
587
00:20:52.339 --> 00:20:53.400
- see me leave early?
588
00:20:53.859 --> 00:20:55.059
- She was like, yeah. I do. I said,
589
00:20:55.059 --> 00:20:56.980
- because I walk in there for about fifteen
590
00:20:56.980 --> 00:20:58.820
- minutes. I know exactly what I wanna get
591
00:20:58.820 --> 00:21:00.660
- done. I get it done, and then I
592
00:21:00.660 --> 00:21:01.160
- leave.
593
00:21:01.774 --> 00:21:03.214
- Well, now I don't have a two hour
594
00:21:03.214 --> 00:21:05.154
- obligation. I have a fifteen minute obligation,
595
00:21:05.454 --> 00:21:08.255
- but that fifteen minute obligation might earn me
596
00:21:08.255 --> 00:21:08.755
- exponentially.
597
00:21:09.375 --> 00:21:11.454
- So I understand the direction of that. Now
598
00:21:11.454 --> 00:21:13.774
- if I'm uncertain, I might be there all
599
00:21:13.774 --> 00:21:14.434
- two hours
600
00:21:15.000 --> 00:21:17.079
- trying to figure out what am I trying
601
00:21:17.079 --> 00:21:18.839
- to pull out of it. But I'm an
602
00:21:18.839 --> 00:21:20.680
- expert at my work now. I know exactly
603
00:21:20.680 --> 00:21:22.140
- what I need out of every event.
604
00:21:22.440 --> 00:21:24.759
- And sometimes you might be in something because
605
00:21:24.759 --> 00:21:27.240
- you're supporting someone else and support is a
606
00:21:27.240 --> 00:21:30.045
- currency as well. So it just depends on
607
00:21:30.045 --> 00:21:32.204
- what you are trying to obtain from it
608
00:21:32.204 --> 00:21:34.365
- and what does that mean to whether it's
609
00:21:34.365 --> 00:21:36.684
- the event, the event holder. So if I've
610
00:21:36.684 --> 00:21:37.585
- got a strategic,
611
00:21:37.884 --> 00:21:39.505
- you know, alliance partner
612
00:21:39.884 --> 00:21:40.384
- that
613
00:21:40.880 --> 00:21:42.480
- is putting on an event. Like, I went
614
00:21:42.480 --> 00:21:44.400
- to one the other day. It was in
615
00:21:44.400 --> 00:21:46.320
- the evening. I had to find someone. You
616
00:21:46.320 --> 00:21:48.240
- know, I had to rearrange my my my
617
00:21:48.240 --> 00:21:50.240
- evening to get my daughter to to soccer,
618
00:21:50.240 --> 00:21:51.619
- and, you know, like, it was a thing.
619
00:21:51.840 --> 00:21:53.600
- And I really didn't want to do it,
620
00:21:53.600 --> 00:21:55.644
- but I cherish the human. I didn't really
621
00:21:55.644 --> 00:21:57.404
- care about the event, but the human was
622
00:21:57.404 --> 00:21:57.904
- important.
623
00:21:58.365 --> 00:21:59.964
- So I went and I supported the entire
624
00:21:59.964 --> 00:22:01.105
- event for the human.
625
00:22:01.404 --> 00:22:03.644
- But I do know that the human is
626
00:22:03.644 --> 00:22:04.224
- a dividend
627
00:22:04.765 --> 00:22:06.525
- and has been and will continue to be
628
00:22:06.525 --> 00:22:08.525
- a dividend, so that two hours was a
629
00:22:08.525 --> 00:22:11.069
- two hour investment into them. But let's say
630
00:22:11.069 --> 00:22:12.829
- that was an event that came across my
631
00:22:12.829 --> 00:22:13.329
- calendar
632
00:22:13.869 --> 00:22:17.329
- and no particular human is of my interest.
633
00:22:17.549 --> 00:22:19.549
- The event is of interest. Well, now I
634
00:22:19.549 --> 00:22:21.390
- can make a discernment on, is this ten
635
00:22:21.390 --> 00:22:22.755
- minutes or is this two hours?
636
00:22:23.154 --> 00:22:24.515
- And who's gonna be there? And when I
637
00:22:24.515 --> 00:22:25.555
- get there and if I don't see the
638
00:22:25.555 --> 00:22:27.394
- faces I wanna see or if I see
639
00:22:27.394 --> 00:22:28.835
- on that list that that's not the list
640
00:22:28.835 --> 00:22:30.515
- that I want, you come in, you get
641
00:22:30.515 --> 00:22:33.234
- out, and you're more decisive in your movement.
642
00:22:33.234 --> 00:22:35.255
- You're more of a sniper in that instance
643
00:22:35.394 --> 00:22:38.269
- than guerrilla warfare. So it really all depends.
644
00:22:38.269 --> 00:22:39.170
- It's all contextual.
645
00:22:39.549 --> 00:22:40.049
- How
646
00:22:40.750 --> 00:22:42.589
- explain the unpack that a little bit more.
647
00:22:42.589 --> 00:22:44.769
- When you say discernment, how do you get
648
00:22:44.829 --> 00:22:46.049
- to be more discerning
649
00:22:46.829 --> 00:22:47.890
- without being
650
00:22:48.429 --> 00:22:49.329
- too transactional
651
00:22:49.630 --> 00:22:50.369
- in the situation?
652
00:22:50.990 --> 00:22:51.490
- So
653
00:22:54.884 --> 00:22:57.304
- one state event I went to,
654
00:22:58.484 --> 00:23:00.884
- the governor was gonna be there. I knew
655
00:23:00.884 --> 00:23:02.565
- the governor was gonna be there, and the
656
00:23:02.565 --> 00:23:04.105
- governor was my only target.
657
00:23:04.565 --> 00:23:06.744
- Governor wasn't coming on for forty minutes.
658
00:23:07.200 --> 00:23:08.880
- So I had to wait forty minutes before
659
00:23:08.880 --> 00:23:10.339
- I knew I could see the governor.
660
00:23:10.880 --> 00:23:12.899
- So that forty minutes, what are you doing?
661
00:23:13.440 --> 00:23:15.359
- Well, I know that if a business comes
662
00:23:15.359 --> 00:23:16.659
- to me and that business,
663
00:23:17.679 --> 00:23:19.839
- let's say there's an entry level worker or
664
00:23:19.839 --> 00:23:21.059
- a mid level worker
665
00:23:21.404 --> 00:23:23.505
- that wants to try to network with me.
666
00:23:23.725 --> 00:23:25.105
- I'm not gonna disrespect
667
00:23:25.404 --> 00:23:27.664
- the entry level or the mid level worker
668
00:23:27.725 --> 00:23:29.105
- that's working at this accountancy,
669
00:23:29.884 --> 00:23:31.805
- but I know that that's not the decision
670
00:23:31.805 --> 00:23:33.900
- maker that I should be working with. So
671
00:23:33.900 --> 00:23:35.740
- I can easily get in and out of
672
00:23:35.740 --> 00:23:38.160
- that conversation or force that conversation
673
00:23:38.539 --> 00:23:40.779
- to get me to the highest level person
674
00:23:40.779 --> 00:23:42.619
- that's in that room. So therefore, I can
675
00:23:42.619 --> 00:23:43.599
- have that introduction
676
00:23:44.059 --> 00:23:45.519
- to use my forty minutes.
677
00:23:46.085 --> 00:23:48.884
- But if I spend twenty five minutes learning
678
00:23:48.884 --> 00:23:50.345
- about this person's journey
679
00:23:50.805 --> 00:23:52.424
- to mid level management,
680
00:23:52.805 --> 00:23:55.224
- then I just abuse my own business.
681
00:23:55.924 --> 00:23:58.105
- So it's not a disrespect to the human,
682
00:23:58.244 --> 00:24:00.184
- it's a disrespect to the function.
683
00:24:01.890 --> 00:24:03.490
- Does that make sense when we talk about
684
00:24:03.490 --> 00:24:03.990
- discernment?
685
00:24:04.690 --> 00:24:07.330
- That makes that makes perfect sense without being
686
00:24:07.330 --> 00:24:08.070
- too transactional
687
00:24:08.450 --> 00:24:10.849
- about the about life the point about being
688
00:24:10.849 --> 00:24:12.609
- at the person or the business and things
689
00:24:12.609 --> 00:24:14.950
- along those lines too. Definitely. Yes. Correct.
690
00:24:15.335 --> 00:24:17.015
- Because if you're in there and you got
691
00:24:17.015 --> 00:24:19.414
- a product to sell, well, you should know
692
00:24:19.414 --> 00:24:22.055
- automatically if let's say that you're a business
693
00:24:22.055 --> 00:24:23.494
- to business. A great one that comes to
694
00:24:23.494 --> 00:24:26.075
- mind is a furniture company, one that sells
695
00:24:26.295 --> 00:24:29.414
- office furniture when there's relocations and big brick
696
00:24:29.414 --> 00:24:31.659
- and mortar moves or, you know,
697
00:24:32.200 --> 00:24:34.539
- custom transformations of certain office space.
698
00:24:35.000 --> 00:24:36.839
- You should not be talking to a person
699
00:24:36.839 --> 00:24:38.220
- that can't write the PO
700
00:24:38.599 --> 00:24:39.579
- for that service.
701
00:24:40.039 --> 00:24:42.359
- So as you're navigating, if you're talking to
702
00:24:42.359 --> 00:24:42.859
- the
703
00:24:43.240 --> 00:24:44.299
- marketing personnel,
704
00:24:45.000 --> 00:24:46.220
- you just harmed yourself.
705
00:24:46.865 --> 00:24:48.865
- You were nice to that human, but you
706
00:24:48.865 --> 00:24:51.525
- lost yourself an hour's worth of work time.
707
00:24:51.585 --> 00:24:53.345
- And if you're worth $300
708
00:24:53.345 --> 00:24:55.684
- an hour, you just spent $300
709
00:24:56.144 --> 00:24:57.445
- talking to that person
710
00:24:57.825 --> 00:24:59.605
- for what dividend from that?
711
00:24:59.950 --> 00:25:01.970
- And the answer would be none, potentially.
712
00:25:02.670 --> 00:25:05.549
- Now that marketing person might get you to
713
00:25:05.549 --> 00:25:07.230
- a person, but now you've got to foster
714
00:25:07.230 --> 00:25:09.789
- that through business development. So now there's another
715
00:25:09.789 --> 00:25:12.029
- hour going by. So you're 600 in a
716
00:25:12.029 --> 00:25:13.984
- hole trying to convince that person to give
717
00:25:13.984 --> 00:25:15.984
- you the right introduction for you to sell
718
00:25:15.984 --> 00:25:16.964
- them office furniture.
719
00:25:17.825 --> 00:25:19.284
- You should not have done that.
720
00:25:20.784 --> 00:25:22.544
- Well, it sounds like we've come full circle
721
00:25:22.544 --> 00:25:25.184
- as far as discernment and finding you know,
722
00:25:25.184 --> 00:25:27.329
- making it a two way street, and we've
723
00:25:27.329 --> 00:25:29.329
- covered a lot of ground in a really
724
00:25:29.329 --> 00:25:31.009
- short period of time. When it comes to
725
00:25:31.009 --> 00:25:34.130
- creating strategic alliances, someone's listening or watching, like,
726
00:25:34.130 --> 00:25:35.650
- I get it. There's a lot of good
727
00:25:35.650 --> 00:25:37.410
- info here. If you were to say if
728
00:25:37.410 --> 00:25:41.029
- you wanna successfully create strategic alliances, whether it's
729
00:25:41.825 --> 00:25:44.065
- restating something you already said or touching on
730
00:25:44.065 --> 00:25:45.505
- something you haven't yet, if you were to
731
00:25:45.505 --> 00:25:47.365
- say at least do this one thing,
732
00:25:47.744 --> 00:25:49.904
- at least do this one thing above all
733
00:25:49.904 --> 00:25:51.664
- else, what would you tell people to do
734
00:25:51.664 --> 00:25:52.884
- to form successful
735
00:25:53.424 --> 00:25:54.484
- strategic alliances?
736
00:25:55.279 --> 00:25:57.859
- It's know what you have to offer
737
00:25:58.639 --> 00:26:00.880
- and what you want to receive that's mutually
738
00:26:00.880 --> 00:26:01.380
- beneficial.
739
00:26:04.079 --> 00:26:06.720
- That is awesome. Thank you, doctor Baker. And
740
00:26:06.720 --> 00:26:08.559
- if people wanna find you online, where's the
741
00:26:08.559 --> 00:26:10.500
- best place or places to go?
742
00:26:10.904 --> 00:26:13.785
- Best place is the website, thebusinesshospital.com.
743
00:26:13.785 --> 00:26:15.545
- Everything you wanna know would be there. We
744
00:26:15.545 --> 00:26:16.445
- do have a LinkedIn,
745
00:26:17.065 --> 00:26:18.984
- presence. It's very small, but you can see
746
00:26:18.984 --> 00:26:21.225
- me there. Just look up doctor JC Baker,
747
00:26:21.225 --> 00:26:23.225
- and you can see me on LinkedIn. But,
748
00:26:23.225 --> 00:26:25.384
- really, the website is there. How to contact
749
00:26:25.384 --> 00:26:26.525
- us is there as well.
750
00:26:27.279 --> 00:26:28.880
- This has been great. Thank you again. I
751
00:26:28.880 --> 00:26:31.299
- appreciate you, doctor Baker. Thank you, Mark.
752
00:26:33.359 --> 00:26:33.859
- And
753
00:26:34.160 --> 00:26:34.660
- scene.
754
00:26:35.279 --> 00:26:35.779
- Okay.
755
00:26:36.799 --> 00:26:38.799
- Good job, Mark. Thank you for joining us
756
00:26:38.799 --> 00:26:40.984
- today. I hope you enjoyed the episode. I
757
00:26:40.984 --> 00:26:43.065
- also hope that you'll subscribe to the Idea
758
00:26:43.065 --> 00:26:45.325
- Climbing podcast and rate us on iTunes.
759
00:26:45.945 --> 00:26:47.705
- Visit ideaclimbing.com
760
00:26:47.705 --> 00:26:49.785
- to learn more about Idea Climbing and hear
761
00:26:49.785 --> 00:26:51.484
- more episodes about mentoring,
762
00:26:52.025 --> 00:26:53.725
- marketing, and big ideas.
