Google the Giant, as I like to refer to the mega-search engine, has done it again with an incredibly creative and smart partnership move. For those who prefer two wheels to four for their transportation, Google has now added biking directions to Google Maps. And they have partnered with none other than the Rails-to-Trails Conservancy, a non-profit organization in D.C. with a mission to create a nationwide network of trails from former rail lines and connecting corridors to encourage people to engage in a healthier lifestyle. Bikers can now determine the best route from more than 12,000 miles of bike-friendly roads and trails in 150 U.S. cities. Mapped out routes help cyclists avoid traffic, identify hills, and provide the most efficient directions to customized trips. What a brilliant partnership! News like this just begs the question of us as resellers. Whom can you partner with to provide the end-user with the best, most efficient products and services? What new tools—social media, online video, podcasts, product demonstrations, customer service—can you create with your partners for the most efficient channel possible? How can you be more innovative so you become more valuable? Isn’t it time you mapped out your route through your own channel with smart resources available to you? Tap into the minds and worlds of your vendors. Collaborate and see where the trail may lead you.