--- title: "ASAE 2013: Unexpected Partnerships Produce Results" id: "18882" type: "post" slug: "asae-2013-unexpected-partnerships-produce-results" published_at: "2013-08-06T22:00:03+00:00" modified_at: "2026-03-15T20:51:25+00:00" url: "https://associationsnow.com/2013/08/06/asae-2013-unexpected-partnerships-produce-results/" markdown_url: "https://associationsnow.com/2013/08/06/asae-2013-unexpected-partnerships-produce-results.md" excerpt: "Cinnabon President Kat Cole talks about the importance of strategic partnerships at ASAE 2013. Plus: One leader's cheerful creative outlet." taxonomy_category: - "Business Development" taxonomy_post_tag: - "AssociationsNow" - "Business" - "Business Development" - "partnerships" - "Strategic Alliances" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "C-Level" - "Executive Team" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » ASAE 2013: Unexpected Partnerships Produce Results If you want to make your association’s initiatives successful, have you considered partnering with the competition? That’s the unexpected advice from Cinnabon President Kat Cole. The details, and more, in today’s Social Media Roundup: ### STRATEGIC PARTNERSHIPS > My [#asae13 (opens in a new tab)](https://twitter.com/hashtag/asae13?src=hash&ref_src=twsrc%5Etfw) > interview w/ [@KatColeATL (opens in a new tab)](https://twitter.com/KatColeATL?ref_src=twsrc%5Etfw) > of [@Cinnabon (opens in a new tab)](https://twitter.com/Cinnabon?ref_src=twsrc%5Etfw) > on Strategic Partnerships, Tech, etc. [http://t.co/IRXqvBFU3b (opens in a new tab)](http://t.co/IRXqvBFU3b) > [#livefromasae (opens in a new tab)](https://twitter.com/hashtag/livefromasae?src=hash&ref_src=twsrc%5Etfw) > [@personifycorp (opens in a new tab)](https://twitter.com/Personifycorp?ref_src=twsrc%5Etfw) > > — Jay S Daughtry M.Ed. (@ChatterBachs) [August 6, 2013 (opens in a new tab)](https://twitter.com/ChatterBachs/status/364739083219636224?ref_src=twsrc%5Etfw) **You can’t always go it alone.**What’s the secret to making an organization or association successful? It’s often something you least expected. So says Kat Cole, the president of Cinnabon, in [a live interview with Personify’s Jay Daughtry (opens in a new tab)](http://www.personifycorp.com/presents/live-from-asae/the-importance-of-strategic-partnerships) at ASAE’s [2013 Annual Meeting & Expo (opens in a new tab)](http://www.asaeannualmeeting.org/) . For instance, she suggests partnering with groups you might think of as the competition. Cinnabon did just that and scored a gooey, delicious home run when it partnered with Burger King. Strategic partners can teach you new things as well as put your product or message out into a new channel. [Watch the interview (opens in a new tab)](http://www.personifycorp.com/presents/live-from-asae/the-importance-of-strategic-partnerships) . *(ht @[ChatterBachs (opens in a new tab)](https://twitter.com/ChatterBachs) )* ### Meet SMILEY GUY > [#SmileyGuy (opens in a new tab)](https://twitter.com/hashtag/SmileyGuy?src=hash&ref_src=twsrc%5Etfw) > is such a clever idea. Props [@bethsurmont (opens in a new tab)](https://twitter.com/bethsurmont?ref_src=twsrc%5Etfw) > ! [#asae13 (opens in a new tab)](https://twitter.com/hashtag/asae13?src=hash&ref_src=twsrc%5Etfw) > IS1 [pic.twitter.com/Vq4l22NEUY (opens in a new tab)](http://t.co/Vq4l22NEUY) > > — Ernie Smith (@ErnieSmithAN) [August 6, 2013 (opens in a new tab)](https://twitter.com/ErnieSmithAN/status/364769722123841536?ref_src=twsrc%5Etfw) **Smile like you mean it:** Last year, IEEE Senior Manager of Strategic Programs Beth Surmont conducted a creative experiment. She took a small, yellow “Smiley Guy” plastic figure and [shot pictures of him in various creative poses (opens in a new tab)](http://www.flickr.com/photos/smileybeth/) , like slicing pizza and riding a Roomba, for a full year. During a fast-paced Ignite session at ASAE’s Annual Meeting & Expo, she discussed how the endeavor gave her creative space and helped her get through a challenging 2012. Could a similar idea help other leaders fire up their playfulness—or more importantly, their creativity? *(ht @[ErnieSmithAN (opens in a new tab)](https://twitter.com/ErnieSmithAN) )* What links are you sharing today? Let us know in the comments. (iStockphoto/Thinkstock) [Chris Brandon](https://associationsnow.com/author/chris-brandon/) Christopher Brandon is a contributor to Associations Now. 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