I'm sitting here in Madrid, Spain sipping a cortado.
The sun is out, and the vibes are high.
For the last 10 years, I've been chasing endless summers, splitting my time between the US, Colombia, and Europe. My goal has been to avoid the cold, the gloom, and the predictable "winters."
You can do the same for your business.
Seasons will come and go. They affect all of us.
Most businesses have a "summer." A few great months. A big launch. A high-tide season when the cash flows in.
Then, inevitably, the "winter" comes. Sales dip. Customers go quiet. The pipeline gets cold.
Most people just accept it. They brace for impact and hope it's not too bad.
But you don’t have to.
Keith Cunningham, the business legend, says to ask a simple question: "What is my job?"
The answer isn't to "make sales." That's a tactic.
Your real job is to build a business that endures.
A business that can withstand the predictable winters.
This is about building systems.
Your partnership channel is one of those systems. Instead of hoping for a big sale today, you're building relationships with key partners who will send you customers all year long.
Even when your own marketing goes quiet.
Partnerships offer diversified revenue stream that doesn't rely on your last social post or latest ad spend.
This is the difference between an operator and an owner.
The operator waits for winter. The owner builds the fortress before the storm.
Your business deserves an endless summer.
What’s the one partner you could reach out to today that would make your "winter" feel a little less cold?
Keep stacking 🧱
TG