The first step for a company marketing its values to its channel partners is to understand the partners’ own values. In Marketing 3.0, collaboration between two business entities is like a marriage between two human beings. Mirroring the purpose, values, and identities—beyond understanding each other’s business model, applying win-win negotiation, and writing sound legal contracts—is essential. That is why the personal approach, exemplified by Anita Roddick, is always the best.
