How to Make Partner Podcast

Why Me? Why Now? The Two Questions Every Business Case Must Answer

21 Feb 2026

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Have you ever had a partner read your Business Case and ask: “But why should it be you? And why now?”That can feel deflating. Especially when you’ve spent years building your practice and the answer feels obvious to you. But here’s the truth: the vast majority of Business Cases never answer those two questions explicitly. And partners feel that gap, even when they can’t immediately articulate what’s missing. In this episode, you’ll discover exactly how to build your answers to both questions; with the evidence that makes a partnership say yes.In This Episode You Will Learn:• Why your technical skills and track record are the wrong answer to the ‘Why Me’ question. And what your partners are actually looking for instead• How Jem, a sales director already winning hundreds of millions in client business, transformed his partnership pitch by answering these two questions, and was told it was the best pitch his firm had ever seen• The four types of evidence that make a strong ‘Why Me’ answer.• The three ‘Why Now’ arguments, and how to identify which one applies to your situation right nowIf you find this episode useful, don’t forget to like it and then subscribe so you don’t miss another episode. What Help Is Out There For You?If you’re thinking, ‘I get the concept, but I’m not sure how to build my full Business Case into a document that actually lands,’ our Progress To Partner Academy can help you.That’s precisely why we have the on-demand course ‘How to Create a Cast-Iron Business Case for Partner’ in the Progress to Partner Academy. It takes you step by step through building your Business Case and Business Plan using the STAGe model, including how to develop and evidence your ‘Why Me’ and ‘Why Now’ arguments so they are specific and hard to argue with.Join our Progress To Partner Academy - https://subscribe.howtomakepartner.com/progresstopartner/ and use the code PODCAST10 to get 10% off 12 months of premium annual membership.Links:Complete our FREE Partnership Readiness Assessment - https://careerprogressionreadiness.scoreapp.com to see where you have gaps in your own development - you'll get a personalised report with actions for what progress your career forwardConnect with me on LinkedIn - https://www.linkedin.com/in/heathertownsend/Join our Progress To Partner Academy - https://subscribe.howtomakepartner.com/progresstopartner/ and use the code PODCAST10 to get 10% off 12 months of premium annual membership.Buy your copy of Poised for Partnership - https://amzn.to/3ETEYk3Buy your copy of How To Make Partner And Still Have A Life - https://amzn.to/4iLxugMBuy your copy of The Go To Expert - https://amzn.to/3HGPYlPBuy your copy of The Financial Times Guide To Business Networking - https://amzn.to/406QPma Get full access to How to Make Partner at howtomakepartner.substack.com/subscribe

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13:00H | 21 DIC 2025 | Fin de Semana

01 Jan 1970

Fin de Semana

10:00H | 21 DIC 2025 | Fin de Semana

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12:00H | 20 DIC 2025 | Fin de Semana

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2ª PARTE | 06 ENE 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

3ª PARTE | 22 ENE 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

3ª PARTE | 04 MAR 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

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How to Make Partner Podcast

Why Me? Why Now? The Two Questions Every Business Case Must Answer

This episode hasn't been transcribed yet

Other recent transcribed episodes

13:00H | 21 DIC 2025 | Fin de Semana

10:00H | 21 DIC 2025 | Fin de Semana

12:00H | 20 DIC 2025 | Fin de Semana

2ª PARTE | 06 ENE 2026 | EL PARTIDAZO DE COPE

3ª PARTE | 22 ENE 2026 | EL PARTIDAZO DE COPE

3ª PARTE | 04 MAR 2026 | EL PARTIDAZO DE COPE

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