[...]... propositions is the understanding and systematic use of cash and non-cash relationship currencies as well as a method of valuing, measuring, and managing the utility of those currencies ❚ Integral to enhancing value propositions is the systematic use of relationship currencies as well as a method of valuing, measuring, and managing their utility CREATING A COLLABORATIVE RELATIONSHIP Now that we understand the. .. Relationship Matrix as a way of looking at business relationships and assigning them to one of four quadrants based on the nature and the rhythm of the relationship The benefit of this approach is that it enables you to categorize all of your relationships in terms of their ability to provide you with strategic and financial value At the same time, each of the four relationship quadrants also reflects the resources... relationships a continuous stream of value propositions that produce increasing value for each party is what is important And integral to enhancing those value propositions is the understanding and systematic use of cash and non-cash currencies as well as a method of valuing, measuring, and managing the utility of those currencies CHAPTER 6 Deciding Who to Dance With T he last chapter introduced the Relationship. .. shift your relationships, interaction after interaction, iteration after iteration, into a more desirable quadrant 90 Part Two ❘ Purposeful Collaboration WHAT HAVE WE LEARNED? 1 ❚ The objective of purposeful collaboration is to create a win-win relationship while engaging in activities that satisfy both parties’ customers and build a profitable business 2 ❚ Start by analyzing every business relationship. .. rhythm of the relationship was non-intensive as Dave had limited interactions with Max other than sending in his rent, thereby expending limited resources However, by approaching Max with a new value proposition, one in which they both realize increased value, Dave and Max are transforming their relationship into a collaborative one: a relationship that has a direct impact on one or more of the three 5. .. that a relationship remaining in the transactional quadrant over the long run is perfectly acceptable and in fact expected For example, you probably consider your relationship with the landlord of space you rent as transactional On the first of every month you send the landlord a check, and the landlord makes sure you have occupancy of the rented space as specified in the lease Having a transactional... collaborative relationship is one in which the other party provides core value to you and you provide core value to it And reflective of the value accruing to both, the rhythm of the relationship is intensive 14 ❚ Never forget that achieving and maintaining success in business is a never-ending, iterative process 15 ❚ The ability to identify the most important relationships and then bring to those relationships... and the resources involved in realizing that value, you’ll probably maintain relatively few You don’t need every relationship to be collaborative to be successful The ability to identify the most important relationships and then bring to those relationships a continuous stream of value propositions that produce increasing value for each party is what is important And integral to enhancing those value. .. collaborative relationship with is likely to change Most important, never forget that achieving and maintaining success in business is a never-ending, iterative process Obviously, it is impossible for all your relationships to be collaborative No one has a sufficient level of resources to maintain an intensive rhythm in every relationship In fact, given the value that collaborative relationships bring and... of the Relationship Matrix is to momentarily take the human element out of the relationship and allow you to analyze the business value of your relationships Such an analysis is vital to the success of your business, particularly in an age when collaboration is essential Our analysis is not about friendship; it is about how best to allocate your energy and resources throughout your business day This . more customers to the farm and more members to the organization. And similar to a transactional relationship, a relationship in the collaborative quadrant is viable because it is a win-win for both. done. The real incentive for forming collaborative relationships, therefore, is a value proposition that brings increased value to each party, and value is created when an exchange of currencies. important. And integral to enhancing those value propositions is the understanding and systematic use of cash and non-cash relationship currencies as well as a method of valuing, measuring, and managing