Emerging Tech

Partner-Up

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Executive Summary

One can never have too many people in his corner. That goes double for a small business owner. Without the resources for a massive advertising campaign, an entrepreneur needs to rely on a little help from his friends to spread the word. Seeking out a fellow entrepreneur- or several-to help spread the word about your product or service can help you get new business the old fashioned way: through word of mouth. "Diversity is key," says the author. "I mean diversity in every sense of the word. Most networks are clumpy, they're cluster-like, and they become insular." An entrepreneur may have the tendency to seek referral partnerships with small business owners solely from his or her own field.

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