Perhaps you work in an industry that has enormous barriers to entry and is full of old-school techies who are quite happy to bob along with the status quo. If so you can stop reading here, kick back, light up an enormous Cuban cigar, and chuckle quietly to yourself.
The likelihood is, however, that your competition is pretty tech-savvy and reasonably on-the-ball when it comes to getting innovative new products and services to market sooner rather than later.
If you’ve ever attended an official Amazon Web Services event like the AWS Summit, where Amazon is presenting its latest updates and services to potential customers, you’ll have noticed a big area next to the lecture theatres: the partner zone.
Some people ask: why does AWS put such emphasis on their partners? Does AWS not have a business strategy like IBM or HP?