Collaboration is the ability to create an environment of inclusion through sharing information and working together to achieve a goal with a mutual sense of duty.When we collaborate with each other, we share a responsibility to watch out for each other.When I talk about collaboration, I use a much broader definition than just getting work done, though that is an important component. Collaboration includes the ability to make joint decisions, effective two-way communication, listening, and helping each other get their needs met. It also means helping each other achieve relationship goals such as working on building trust or reaching a win-win outcome.When one party tries to collaborate and another party does not, frustration and mistrust often occur.
Being committed to the partnership is an important relationship element of trust. If I feel committed to helping us achieve our goals and objectives and feel that you are not, then I will not trust your motives or objectives. If I see that you have a high commitment to the partnership, I will have a sense that you are working to achieve our mutual objectives and a high sense of trust in you. When I feel you are committed to the partnership, I trust that you are going to work as hard as I am to ensure that the alliance will succeed. This builds trust in our commitment to the partnership.
Thought needs to be given to how one avoids head-on confrontation with the market leader, the brand with the most to lose. The market leader can be expected to react strongly against newcomers with the aim of crushing them before they have a chance to get established. The brand that is attacking the market leader therefore needs a valuable, attention-grabbing benefit or distinguishing feature, and the ability to convey its message convincingly. Once a position has been taken, the decisions that follow should ensure that it is consistently defended. Consistency is essential: positioning means striving for leadership in one particular area. Another important decision is therefore the choice of a powerful and simple message. For example, Volkswagen launched the Beetle in the United States with the slogan “Small is Beautiful” and for many years Mars bars purported to help you “Work, Rest and Play” (particularly if eaten every day). But you must know how the message will be received. Often the best way to establish a position is to associate with something that may already be in people’s minds. An example is customers’ desire for value, highlighted by low-cost airlines, such as easyJet, Ryanair and South-West Airlines, which emphasise their no-frills service and low prices.