I went to a Malbec class at Napa Kitchen and Wine in Midlothian, and I haven't stopped thinking about it. Not just the wine (although, yes, the wine). What stuck with me was the business move behind it.
Here's a restaurant that sells wine. That's their thing. But they took their business a step further and found someone who could give a lesson on Malbec.
And the teacher? He wasn't from a business at all. He was just a local guy in IT who likes wine.
Sit with that for a second. A guy who loves wine. A restaurant with a room and a wine list. A group of people who wanted to learn something new. Everybody in that room got something out of it.
But what if that was your business?
One class leads to the next
In fact, later this month a winery paired with them to do a wine "blending" class. Same idea, one more step. The restaurant brings the space and the people. The winery brings the craft. The guests get a night out that's worth leaving the house for.
Now imagine you're a local dairy owner. Could you do a wine and cheese pairing?
Or maybe you're a travel agent, or just a traveler who likes wine and can talk about it. Could you stand up in that room and walk people through the places you've been, one glass at a time?
None of these people need to own a vineyard. They just need to be adjacent.
I grew up working in my parents' restaurant and spent years running restaurants of my own, so I've spent a lot of years thinking about how to bring people through the door. And honestly? Some of the best ideas don't come from inside your own four walls. They come from the people standing right next to you.
What's your adjacent?
This is how I think about partnerships. I ask one question: What's your adjacent?
Picture a color wheel. Your business sits right in the middle. All around it are the things that sit next to what you do. The activities, likes, and common interests your customers already have. The stuff you could do together with someone else.
I made a wheel for this, and here are the six pieces I walk through with it:
Activities. What can people do with you? Taste, make, learn, move, build. What can you teach?
Interests. What do your customers love outside of what you sell? Wine, travel, food, fitness, books. Who else serves that same love?
Space. Do you have space? A dining room, a patio, a studio, a shop that sits quiet after closing. Space is a real advantage, and plenty of talented people don't have it.
Craft. Do you have a craft? Something you make or do with your hands that people would love to watch or try for themselves?
Skills. What do you know that other people want to learn? It doesn't have to be your day job. Remember, the Malbec teacher works in IT.
People. Can you bring people together? Your regulars, your email list, your neighbors, your community. Who can you gather?
Then ask yourself the big one: What do you have at your advantage? Usually it's one or two of these. Your best partner is often someone who has the others.
A few pairings to get you thinking
Some of these come straight from that night. Some are just me dreaming out loud:
A local dairy and a wine shop or restaurant: a wine and cheese pairing night.
A travel agent (or a well traveled wine lover) and a restaurant: an evening of wine and stories from the places it comes from.
A bakery and a coffee roaster: a Saturday morning class on what pairs with what.
A yoga studio and a juice bar: a morning flow followed by fresh juice and conversation.
A bookstore and a tea shop: a cozy evening book club with a tea tasting.
None of these need a fancy plan. They need a conversation.
Start small, start local
I like to say growing a business is a lot like climbing a mountain. You don't get to the top in one leap, and you don't have to climb it alone. A good partner is like a good climbing buddy. They bring gear you don't have, and you bring gear they don't.
So here's a small step for this week. Draw your own wheel. Put your business in the middle. Fill in each of the six pieces. Then circle the one where you're strongest and ask, "Who has what I don't?"
Then reach out. Buy them a coffee. Ask them what they'd love to teach, or what they wish they had room for.
I started my first business at 13 selling my mom's laundry soap, and I still believe the same thing I believed then. Growth comes from people. It comes from bringing them together.
This is the first of two posts on partnerships and classes, so stick around for the next one.
In the meantime, I'd love to hear what's on your wheel. Come share it in my free Facebook group, Small Business Growth Circle by Willis Growth Studio, where small business owners swap ideas just like this. Or reach out to Willis Growth Studio anytime. Let's figure out your adjacent together.
