Essential No. 4: Leverage Alliances for Growth

Little Brothers need to create win-win alliances with Big Brother companies to help them open new, high-margin markets, advises David G. Thomson

When high-growth companies or business units are small, they need help from larger companies to break into new markets and gain credibility with marquee customers. This type of asymmetric relationship is what I call a "Big & Little Brother Alliance"—one in which a bigger company helps a smaller company by giving it credibility in the market, offering market intelligence, and leading it to Marquee Customers.

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