In our book, The Heart of Marketing, we say that the buyer/seller relationship should be experienced as a co-creative partnership, both sides creating the transaction spontaneously as they interact with one another.

That’s all well and good, but just what is a partnership? What does it look and feel like and how does it function? 

Most understand partnership from an external reference, that is the division of tasks, or shares, or legally defined commitments and responsibilities usually spelled out in the form of a contract.

But what are the internal elements of a partnership—the physical, emotional, psychological, and spiritual dimensions that make a partnership real and effective? Read More→