Mark Osborne compares two growth paths: deepening relationships with platforms like TikTok to dominate a niche, or building your own sales pipeline to source business directly. The choice shapes how dependent you are on partners.
So there are some companies in that space that all they do is focus on deepening their relationship with the provider. So in your example, they would just deepen their relationship with TikTok and focus all of their kind of business development efforts on deepening that relationship and proving to TikTok that you're the best for your niche. Whereas other companies would sort of see it as, I want to go out and build my own pipeline and source of business.
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