Partnerships and principles

Simon Hall explores and celebrates an essential element of a successful business partnership which all too often gets overlooked...

Children at the Cambridge Rare Disease Network art event

I have an important principle whenever I or Creative Warehouse start work with a new partner.

It sounds simple but in my experience is sadly overlooked by a large number of businesses.

The principle is this:

   - To really, truly, properly understand the company or organisation we are working with

 

Sounds obvious? But time and again I see big fails on this score. 

   - It could be a website which flits around but doesn’t nail exactly what the business does, or can’t quite capture its ethos.

   - It could be a video which is fine, with people talking to the camera, lots of smiles, and positive messages, but doesn’t actually capture the soul of the company.

   - It might be a news release which seems okay, covers the basic facts, but doesn’t truly convey the importance of what the organisation is doing.

 

The problem in each case is always the same.

There hasn’t been sufficient time taken to properly think, feel, and understand.

And that's invaluable and indispensable.

 

Here's an example.

Creative Warehouse has just established a new partnership of which I’m incredibly proud.

We're working with the Cambridge Rare Disease Network, who support families living with rare illnesses, and campaign for more research, funding, and care to treat such conditions.

I’d already heard a lot about the charity from its leaders, but to truly understand its work, I asked to join a get together.

 

The Network's main support group for families living with rare conditions is called Unique Feet, and they held an art event one Saturday afternoon.

The first thing I noticed was that I was made very welcome, despite doing photography and videography of the day, something which can often be offputting and intimidating.

Everyone was happy to talk to me, and share their stories.

But what I loved most about the day was the interactions between the people.

 

First of all, the mums and dads who were so pleased to see each other, chatting and smiling over cups of tea.

But most of all, the children.

Here, for once, was a place where they didn’t have to explain about their condition.

Everyone instantly understood, and just got on with the simple, joyful business of being young and having fun.

As you can see from the picture!

 

The principle of being there, at the heart of the action, the centre of events, probably goes back to my BBC days. 

We had an overriding conviction you can only report a story properly by really being a part of it.

I know with all the work I now do with the Rare Disease Network that I will never forget my afternoon with Unique Feet, and so will be able to convey exactly what the Network does, and, more importantly...

   - What it means to those who are a part of it

 

I hope you've already got a clear sense of that, but for a true immersion you can see the charming and uplifting video I produced of the day here.



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