The traditional business model suggests that the way to succeed is to outsmart and outshine all of your competitors. A possible strategy might involve focusing on heavily marketing your firm’s expertise and accomplishments, with a goal of positioning your company as the best possible provider of every service in a given market—and, conversely, implying that your competitors are much less capable.

Today’s business environment demands a different approach, particularly among 3D imaging service providers. The industry is still in its infancy, and with technology changing so rapidly, commoditization is the least of our concerns. Instead, our biggest challenge is how to keep up with the latest software and workflows to avoid getting left behind. So what’s the best way to prosper?

Some of the most successful companies aren’t pursuing success as a solitary endeavor. Instead, they are reaching out to other firms with complementary areas of expertise and building a solid network. Through organizations like the U.S. Institute of Building Documentation (USIBD), like-minded professionals are finding increased strength and expanded capabilities in working together toward a common goal.

There is a tremendous amount of value in working closely with people from around the country who are operating in a broad range of markets with a variety of different skill levels. Through a willingness to share information and help each other, we are all able to learn more about how to apply technology to better serve our clients. Together, we’re able to resolve challenges that are too big for one firm to handle alone. And by collectively working through tough issues such as standards and formatting, we’re able to level the playing field so that everyone has a fair shot at success.

Competition is still alive and well, but it’s not a survival of the fittest. Instead, a better way of doing business is to focus on expanding your network of trusted relationships. Through that network, you will be positioned to achieve greater success than you ever thought possible.