Business Partners Respond to Who You Are—Not What You Want

Irwin See
Jun 26
3 min read

In the world of business development, partnerships are everything. A strong business partner can open doors, unlock markets, and fuel growth. But time and time again, entrepreneurs and executives make one crucial mistake when approaching potential partners: they focus too much on what they want—and too little on who they are.

Let’s be clear: every partnership is, at its core, a relationship. And like any relationship, trust, alignment, and authenticity matter more than the pitch. The truth is simple but often overlooked

—business partners respond to who you are, not just what you want.

The Problem With Leading With “The Ask”

It’s tempting to jump straight to the point:

“We’re looking for a distributor.”
“We want to expand to your market.”
“We’d like you to invest in our model.”

But think about it from the other side of the table. Why should they say yes? Why should they care? You may have a great product, service, or opportunity—but so do countless others. The difference is you.

What people are really assessing is character, intent, and long-term fit. They’re asking themselves:

Is this someone I trust?
Do they understand my market?
Are they here to build something, or just take what they can and leave?

When your first impression is purely transactional, you miss the chance to show them who you are—and that’s the real deal-breaker.

Who You Are Speaks Louder Than Any Proposal

Strong business partners look for more than opportunity. They look for alignment in values, mindset, and reputation. Here’s what “who you are” really means in this context:

Your Track Record – Do you follow through? Have you built something before? Are you someone who solves problems or causes them?
Your Intentions – Are you here for a quick win, or do you have a long-term vision? Are you looking to grow with them or off them?
Your Market Understanding – Do you respect their landscape, or are you here to impose your model blindly?
Your Attitude – Are you open, collaborative, and transparent? Or do you come off entitled or purely self-serving?

When partners see your credibility, humility, and commitment—they begin to open up. They start seeing themselves in the journey. And that’s when conversations turn into partnerships.

A Real-World Example

We’ve seen this play out across markets in Southeast Asia and the Middle East. One founder approached a potential Indonesian partner with a polished deck and aggressive targets. No rapport. No curiosity about the partner’s business. Just numbers and asks. The meeting ended politely—but went nowhere.

Another founder, working in the same space, began with storytelling—why they started the business, what challenges they’ve faced, and how they see the Indonesian partner as a co-builder, not just a channel. They asked questions, showed respect, and shared their hopes. That meeting ended in a handshake and a signed letter of intent.

Same market. Same offering. Different who.

So How Can You Lead With Who You Are?

Start With Relationship, Not Request:
Ask about their story. Learn about their market. Share your journey—not just your goals.
Be Transparent:
Vulnerability builds trust. Admit what you’re still learning. Be clear about where you shine—and where you’ll need help.
Show Respect for Local Context:
Whether it’s cultural norms, regulatory systems, or buyer behavior—show that you’ve done the work to understand and adapt.
Be a Value-Add, Not a Value-Taker:
Show what you bring to the table beyond the product—expertise, collaboration, marketing, innovation.

Final Thought

In business, the “what” gets you in the door, but the “who” keeps you in the room. Great partnerships are built not just on opportunity, but on trust, character, and shared vision.

So the next time you approach a potential business partner, ask yourself:

Am I leading with what I want—or with who I am?

Because at the end of the day, business partners respond to people—not pitches.

About Us

Curt & Co Pte Ltd is a consulting company started amongst a group of business owners who were looking for a consulting company themselves for advice !

Our offices and our focus markets are in Philippines, Indonesia, Singapore, Vietnam and Malaysia. With clients ranging from 1 man operating SMEs to listed companies, we are proud to have helped our clients across different industries gain market entry into the South East Asian region.