Take your partner

Companies have always worked together to deliver products and services that benefit the end customer and the partners involved, but we are certainly seeing more teaming up now – and making a point of announcing it – than we have before as the game changes and everyone jostles for advantage. ‘Partnership’ has become something of an overused word, often not reflecting the true nature of the relationship it’s referencing, but however it’s used I think we’re in for a lot more to come. Agree?