Aesop, as you may know, is famous for the fables passed down over many generations that contain wisdom that applies throughout cultures and throughout the ages. One of his fables was about a lion and three bulls. The three bulls pastured together for a long time. The lion waited in ambush for them, but was afraid to attack while they were all together. At last, by guileful speeches, he succeeded in separating them. The lion was then able to attack them without fear, and feasted on them one at a time, at his leisure.

The lesson here is that strength is in unity. This is just as true in business as it is elsewhere, both internally and externally. If your business cultivates a strong team willing to work for each other rather than just with each other, your chances of success are multiplied. Externally, relationships with other businesses are often the difference between success and failure. Cultivate those relationships. Look for opportunities to help other business owners when you can - and certainly return favors done for you.

Marketing is about promoting your business, and working together with other businesses is a great way to do that. Not only are they likely to think of you the next time they need your service, but think of all the contacts outside your sphere that a different business is likely to have - and how likely they are to mention you when you do them a good deed. A good place to start is by networking with other business owners. Find them locally, find them online, find them in your social media circles (on places like Facebook, LinkedIn, and Twitter). A great way to help others online is just by answering questions. You might even consider signing up for a service specifically designed for that purpose, like the15minutementor.com.

We've found from our own experience that favors can lead to paying business - often indirectly. The point is, if you're working together with other businesses, then you're helping to market your own business... and you're less likely to get eaten by the lion.