1+1=New Product: The Fruit of Collaborating

Originally published in ‘So to Speak’ the national newsletter of CAPS, The Canadian Association of Professional Speakers. www.CanadianSpeakers.org

Many of us work alone yet realize through participating in CAPS we don’t have to make it entirely alone. We learn from each other, gain ideas and encouragement. Then why not collaborate to create product?

It can save time, add needed resources, (money, credibility & experience), and tap into that ol black magic – synergy. It worked for Rogers & Hammerstein, Simon & Schuster, Jack Canfield & Mark Victor Hanson and Bender & Torok.

You might collaborate on books, tapes, CDs, seminars, or a consulting project.

Patricia Fripp worked with Larry Wilde to produce a 6 tape audio tape. She interviewed him before a live audience regarding interviews he conducted decades earlier with some of the greats of comedy. This entertaining tape set includes excerpts from Larry Wilde’s old interviews with people like George Burns, Jerry Lewis and Jimmy Durrante interspersed with commentary from Fripp and Wille. How’s that for creative collaboration?

When Peter Urs Bender suggested that we should write a book together on marketing, I slapped my head with an ah-ha – the perfect collaboration. Why did it work and how might it work for you?

1. Define common goals and methods
Agree on the look, and purpose of your product. Our goal was to create a book that positioned us as the marketing experts. It was also clear to us that I would benefit more from this because Peter was already established with two national bestsellers and was known as Canada’s presentations guru.

2. Have complimentary strengths
Like building a business team find those who can work together yet bring different strengths and even disagree occasionally. If you have the same mind set and agree on everything what is the point of collaboration? You want people who make you look good. The product should be greater than the sum of the parts.

3. Trust each other
To trust you must first know each other. I don’t suggest bumping into someone at a CAPS meeting and exclaiming, “Hey we should write a book together.” Work a few smaller projects first and learn what it is like to work with that person.

Genuinely respect and like each other. If you do you can depend on each other for support and encouragement. It will easier to deal with the unplanned crises.

4. Put the plan and agreement in writing
Do this for clarity not for lack of trust. State who does what and when. The other then has the right and obligation to follow-up. How will you spilt the proceeds and invest in promotion. Build in contingency options. What if one of you is late?

You could even agree to a system of fines and alternative options. for example, if you do not complete this major task on time you pay an agreed fine to a charity and/or we outsource the task at your cost. This must be fair to both and freely agreed to.

5. Communicate with each other
You must be able to disagree and trade crazy ideas without fear of ridicule. Along with the schedule of work set a schedule of when you talk, review and make decisions. One option you must include is that one may wish to leave the project before completion. Agree on check points and who owns what if the other quits the project.

By working together you can build your product store, generate new revenue streams, and enhance credibility.

George Torok is co-author with Peter Urs Bender of the national bestseller, "Secrets of Power Marketing". Their next project is a audio tape set. Their joint website is www.PowerMarketing.ca George can be reached at 905-335-1997