Often when I talk to small businesses about collaboration, I’m told “we don’t collaborate” and I stand there with my mouth open. I think of how many emails are sent trying to finalize a report, update an inventory list, review a plan, etc. Email is immediate which makes us feel good because we got “it” off our desk or checked off our list and now we are ready for “next”. But email isn’t efficient, personal, intuitive or secure. Assuming that our email was received we are always waiting for the response. I think of collaboration as more than just sharing information; collaboration is working together on a common problem with a common goal, and tools. Our dependence on technology is sometimes like the “forest for the trees”; we forget the importance of personal communication to our business.

The real question of collaboration is whom do you work with and what is the nature of that relationship? Often current communications and information share approaches are impersonal and static. We download poor quality deck pages from presentation power point slides with limited or no context. The opportunity to work with someone on a project is a means to develop a relationship which could mean a more cohesive staff or better working relationship with a colleague or client. We believe that stronger working relationships make for more cohesive businesses and business relationships. Let’s look at those relationships more closely.

Whom do you share or work with? The obvious answer is our office or company colleagues. The more business minded of us expand these networks to include clients and some vendors engaging with LinkedIn, Facebook, Twitter, Yelp, MeetUp, BizNik, etc. What other relationships do you seek? In order to publish this blog, I collaborate with a content manager and a technical adviser. If you are a web designer and spend time complaining about a client who can’t get content to you, have you considered working with a copy writer who can assist the client to firm up their content and meet deadlines? Also, do you know a good cartoonist or graphic illustrator to shore up your weak areas?

I have a friend Aaron Lind, www.executive-data.com, who markets time keeping systems; of course he markets to employers but he also partners with accountants and payroll services. The issue isn’t the technology but who can he work with. If you are a real estate agent, in addition to a good client and mortgage company, what level of rapport do you have with home inspectors, home repair specialists, home stagers, plumbers, electricians, painters, carpet cleaners, and commercial and residential cleaning services? Can you think of more examples?

As the “cloud” grows, more tools will become available for all types of businesses. the option for small businesses to grow through collaboration is enormous as more niches are created from specialty skills and unique relationships. Technology, the tool, is a fact of business life and a critical investment for your business but in growing your business I challenge you to examine your concept of collaboration. Review the list categories and members in your social and business networking groups, who can you, share with? Can you create a unique niche in which to market?