The world is full of things that aren’t of much use on their own and need to be used in tandem with others.

Shoes and socks, bookshelves and books, pizza and pineapple… You get the idea.

However, they aren’t always sold together in the same place. So what happens then? Customers shop at several places, of course.

And usually, those separate businesses will gladly refer their customers to where they can buy the rest of what they need.

That way, everybody wins:

Are you in a niche which is designed to fulfill only a part of your customers’ needs? If that’s the case, cooperating with other businesses is for you. Today you scratch their back, tomorrow they will scratch yours.