Every business is an ecosystem. You may have a supply chain, resellers, joint marketing agreements, affiliates in global markets, accountants, creative agencies. You may have a Board and shareholders. At the very least, you have clients or customers!
A successful business thrives on the influence that an ecosystem creates. Allies who are industry thought leaders say nice things about your vision to the people you need to convert. Advisors introduce you to potential customers and help you make shrewd business decisions. Peers who have trod the same path cheer you along. Your friends and colleagues refer business your way.
All of the members in a healthy and dynamic ecosystem must understand your vision and your business. For that to happen, you need to have active, healthy, relationships sustained by dialogue. You need to speak to them in a way that matters to them. Over and over and over again. And then again. Forever.
Here’s how:
First – define clear partner messages. Tailor these messages to speak specifically to the agenda of each segment of your beautiful, complex, vibrant ecosystem.
Second – consistently and graciously deliver those messages via preferred channels. Take the time to find out which channels people in your ecosystem actually prefer!
Third – repeat. Repeat again. Your message can never be too clear, too easy to find, too often repeated. Yes, you need to broadcast all the time.
Fourth – remember that dialogue goes both ways. Listen to your partners. Ask questions. Ask for their suggestions. Respond to their inquiries and concerns and ideas with enthusiasm and respect.
Fifth – clearly demonstrate your appreciation for your ecosystem’s loyalty, ideas and contributions to your business.
Finally – make the care and feeding of your ecosystem a personal priority. It’s great to have a strong business development and alliances team. Get those people on board. But don’t delegate the most important relationships in your ecosystem to others entirely. As the leader you must be visible, engaged with and invested in your key partnerships.
A thriving ecosystem is the foundation that energizes and sustains a business that’s scaling. Grow your ideal ecosystem with plenty of care and nourishment. Ecosystems thrive on consistent communication and great relationships!
Communication is the essential last mile in finding and motivating the right teams, acquiring strong allies, powerfully bonding with customers, and capturing mindshare with compelling stories. Nothing will serve you and your vision better than developing exceptional communication skills.
