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An Idea A Day by David Thompson

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COLLABORATION

HELP YOUR ALLIES TO HELP YOU

Jim Blythe

IN MANY BUSINESS situations, you will have allies. These are companies that sell to the same target audience, but do not compete directly with you. For example, people who read the local paper obviously live locally and are therefore within your catchment area; having the local paper on your side would be a good thing.

Sometimes it is possible to operate on a larger scale—especially if you have a large number of possible allies.

The idea

When Tate Modern (the London art gallery) opened its doors it needed to attract the kind of audience that would enjoy modern art, and especially the kind ...

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