This advice comes from Jay Conrad Levinson in his book “Guerrilla Marketing Excellence – The 50 Golden Rules for Small-Business Success.”
If Levinson were writing about the software development industry, his list of stakeholders would no doubt include suppliers, eCommerce companies, bankers, businesses who target the same audience with non-competing products or services, and employees.
Levinson advises that when we’re thinking about partnerships, “think profit, not marriage.” Cooperate with partners. Don’t compete with them. Create a network of people who are helping you succeed.
If you build effective alliances by following Levinson’s advice, you’ll have a significant edge over other software developers.
– by Al Harberg, the Software Marketing Blog guy