Dancing with Goliath

Forming a relationship with a large company first requires careful dancing.

Forming a relationship with a large, well-established partner or customer is no easy challenge for a small company.  Whether accidental or intentional, a large company can overwhelm a new company by crushing it with its rules of engagement – essentially, stepping on its toes during the first dance.  Understanding the pitfalls and perils is essential.  One thing that must be considered is that if one refuses to dance, no positive outcome is possible.