Introducing IDEAL+ ™
The framework to create strategic partnerships
that are ideal for your business.
The 6 question test for any strategic partnership worth your time.
If you're building a partnership that needs to deliver, on growth, trust, or momentum, this is where to start.
Designed for founders, CEOs, and commercial leaders, IDEAL+™ helps you create and reset strategic partnerships with clarity and confidence. Whether you're running a startup or scaling a global team, this framework cuts through the noise and focuses your effort where it counts.
Every strong partnership answers six questions. When the answer to each of the six questions is YES, you’re not guessing, you’re building with intent.
I = INTENT
Do we have shared intent?
Partnerships drift when intent isn’t clear.
Before you talk terms or timelines, you need to align on why this partnership should exist, and what you both want it to achieve.
This is where the Intent Deck comes in. It’s a five-slide, co-authored conversation that brings clarity to everyone involved. Not just strategy, but trust, timing, and internal buy-in.
When intent is shared, everything else moves faster.
If it’s not? Hit pause. You’re not ready.
IDEAL+
IDEAL+
D = DUAL BENEFIT
Are there two real benefits for each partner?
A high-performing partnership doesn’t just create value, it creates measurable value on both sides.
Your job is to define two benefits per partner. Think of these as your joint scoreboard, often tied to growth and retention, but always specific, trackable, and mutually important.
If the value exchange isn’t clear, the relationship won’t hold.
No guesswork. No lopsided wins. Two benefits each, or keep working.
E = ERA
Can this partnership run for at least 2+1 years?
The best partnerships don’t chase quick wins, they’re built to compound.
Think in eras, not quarters. A solid structure is two years of committed delivery, plus a third year pre-agreed (no renegotiation needed) if things are working.
That third year is where trust unlocks bolder moves.
If you can’t imagine three years together, that’s your signal to rethink the deal.
IDEAL+
A = ALLIES
Do we have five committed allies in their organisation?
Great partnerships are rarely one-to-one.
They’re many-to-many.
You want five allies inside your partner’s business, people who believe in the work, keep it moving, and can step in when the unexpected happens.
Allies help you read the room, solve issues early, and stay resilient through change.
Without them, you’re flying blind.
IDEAL+
IDEAL+
L = LAND
Can we land the first win within six months?
Trust needs proof. That’s what the first win delivers.
It’s not about scale, it’s about signal. This early success shows both teams that the partnership works in the real world. And more importantly, it shows that trust in you was well-placed.
That’s where the Promise Card comes in.
Every leader has a few of these cards, moments when they back someone publicly and risk their credibility.
If they play theirs for you, there’s only one move: deliver.
Do that, and you:
→ Get the Promise Card back, ready to play again.
→ Earn a Promise Card from them, your credibility just grew.
→ Build momentum that opens doors inside their business and yours.
Can’t define the first win? You’re not ready to start.
IDEAL+
+ = NEXT BEST ALTERNATIVE
If this partner says no, what’s your next best move?
Here’s a hard truth: not every deal should happen.
Strong leaders walk in knowing their Next Best Alternative. It keeps the pressure low and the decisions clean. It gives you options, posture, and perspective, especially when negotiations get tricky or timelines slip.
The "+" is your confidence layer.
If this partnership stalls, you’ve already got a smart Plan B.
If you don’t? You’re negotiating from a place of need, and that never ends well.
Ready to put IDEAL+ ™ to work?
This isn’t theory. It’s a filter for clarity and a tool for momentum.
Use it to assess a new partnership, or fix one that’s gone off course.
Need help applying it?
Look forward to hearing from you.
Coach Phil Hayes-St Clair