They have a place in business. What we’re talking about is alliances that can be mutually beneficial. Sometimes called Frenemies – but they don’t have to be competitors; they can just be people, companies or organizations that can be mutually-beneficial. It’s as simple as a phone referral from someone you do business with to something as elaborate as a two-company point-of-purchase promotion (think summer barbeque events where the charcoal maker and condiment company offering a shared coupon). Start thinking strategically: Who do you know with whom you should do business to the benefit of both of you?