When thinking of partnerships, don't be too narrow, cautions Andrew Christison, vice president of strategic partnerships at Sendlane. Good partners do more than provide leads; they can give knowledge and insider information. Sendlane is focused on the e-commerce customer experience, Andrew says. That means more personalized marketing, better timing, better testing, and better delivery. All that can yield exponential rewards. Many of the most successful companies Andrew and Sendlane have worked with focus on "conscious capitalism," focusing on sustainability. Customers today care more about the backstories and look for value alignment. In Part 2, Andrew talks about: * How Steve Jobs and Apple succeeded with partner and product development. * Why improving customer experience should be a mission. * Good partnerships can create a ripple effect. * Why consumers look for value alignment. * The application of the Parthenon theory in business. * Make sure you explore every avenue that can become a pillar for your business. * Future plans, including coupling working with agencies across the board for different service lines.   Join Ramon Vela and Andrew Christison as they break down the inside story on The Story of a Brand.   For more on Sendlane, visit: https://www.sendlane.com/    Subscribe and Listen to the podcast on all major apps. Simply search for “The Story of a Brand,” or click here to listen on your favorite podcast player: Listen now.   *   This episode is also brought to you by Sendlane.   If all DTC companies were forced to turn off Facebook ads, they'd be dead on arrival. Why is that?   They over-invest in paid acquisition and under-invest in retention.   Luckily, Sendlane makes it easy to solve this problem. Sendlane is an E-Commerce Customer Experience Platform helping hundreds of DTC brands to tighten their existing customer relationships.   Sendlane automates personalized customer experiences through Welcome and Abandoned Cart workflows, SMS, Deep Data Integrations with Shopify and WooCommerce, multi-store functionality, and much more.   Plus, they don't stand for lazy customer support. Their San-Diego-based team has an average 1-minute response time from a live human, making sure you never get stuck in a chat queue ever again.   Curious about how Sendlane can help your DTC brand grow? Schedule a demo with a Specialist. Visit https://www.sendlane.com/story