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Partnerships often look straightforward from the outsideL processes, playbooks, KPIs. But as most partnership leaders know, the real work happens in conversations: the good ones that build momentum, and the difficult ones that quietly stall it.
During our recent live Q&A session, Caroline Jacob, a partnerships consultant and certified coach with 28 years of experience, joined us to talk about the human elements that make partnerships work. Her message was simple: long-lasting partnerships aren’t built on persuasion, but on genuine connection.
Below is a structured look at the key insights she shared.
1. Why Talking Less Helps You Understand More
Caroline opened with a story many partnership managers can relate to. Early in her career, she approached new partners with enthusiasm—explaining the product, listing the benefits, filling every silence. Eventually, a partner said something that changed her approach:
“That’s not what we need.”
She realised she had never asked what partnership success looked like for them.
Since then, she has shifted from explaining to exploring.
Key takeaway: Before you introduce solutions, ask questions. What are they trying to achieve? What would make the partnership meaningful? You can only co-create value once you truly understand their needs.
2. The First 10 Minutes Shape the Entire Conversation
Caroline shared how her coaching background helped her rethink the opening moments of a call. Instead of trying to prove value immediately, she now uses the first 10 minutes to learn.
Questions like:
- “What’s your goal for this partnership?”
- “What would make this collaboration valuable for you?”
invite openness and clarity. Silence plays a role here, too. People often need a moment to reflect; giving them that space signals respect and presence.
Key takeaway: Use the beginning of every conversation to understand, not to convince. You’ll set a tone of trust that helps both sides navigate the partnership more confidently.
3. Trust Is Built Through Presence, Not Perfection
A recurring theme in the session was trust, specifically, how difficult it is to build and how easy it is to damage when the conversation is rushed.
Caroline encouraged attendees to focus on presence:
- Remember small personal details.
- Ask human questions, not just business ones.
- Share a bit about yourself when appropriate.
- Follow the partner’s rhythm rather than forcing your own.
Key takeaway: Trust comes from letting partners feel heard, not from presenting the “perfect” pitch.
4. Why Lightness and Humor Change the Dynamic
Caroline’s most memorable story involved accidentally showing a silly home video during a meeting with a very formal partner. She expected the worst—she got laughter.
Then someone said:"We really needed this.”
From that point on, the relationship shifted. The conversations became easier, the atmosphere lighter, and collaboration more natural.
Key takeaway: A bit of humor or humanity can break tension, reset the tone, and create space for real connection. Professionalism doesn’t have to come at the expense of warmth.
Closing Thoughts
Caroline ended with a reminder that partnership work is uniquely challenging. Managers often need to fight for support internally while building trust externally. But when you slow down, ask the right questions, and let people feel heard, the work becomes easier and the relationships more meaningful.
Partnerships thrive when we treat them as human relationships first. Everything else flows from that.
