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Proximity's powerful. Recall being caught through the sugary scent of Cinnabon whilst hurrying with the airport? Whatever is nearby we're very likely to sample. So what if they had handy locations near home, work or places you visit where you could borrow or rent a bike, rather than get in a car?

That's a healthy choice. That's why the health insurance firm, Humana partnered with Trek to give more people that tempting choice. Together they launched a ZipCar-style program for bicycles. First, Humana offered the service to their own employees. To make their service part of a movement the partners reevaluated edgy ad agency, Crispin Porter + Bogusky. With B-cycle, you can purchase and return a bike at handy locations. All three firms reaped considerable press coverage once they demo'd the program in the Republican National Convention along with the Democratic National Convention.

Next step I'd suggest: involve the major cycling organizations along with the National League of Cities in creating a how-to template to help towns jumpstart their own program.

What, for example, have Philadelphia, Montreal, Denver colorado, Minneapolis, Miami South Beach learned? Creating the template and an online community around B-cyle would encourage crowdsourcing best practices for faster adoption - and keep the original partners in the heart of the movement.

Following? The partnering firms could invite the mayors to become listed on them in asking the feds for the money for more towns to look at that green and heathy web template. (Partnering, done right, inspires participants to discuss and hone what they've done - and use bigger benefits for everyone.)

The core partnership benefits the following illustrates:

o By encouraging people, which include their clients, to have more exercise, Humana saves funds.

o By piggybacking to the much larger Humana with regard to marketing power, Trek reaches more would-be bike buyers

o Unlike bikes, health insurance is harder to picture not as fun. Humana advantages from the friendly "face" of Trek.

o By creating a first ever service, partners help launch a mobility and inevitably attract particular attention. (The Humana/Trek partnership is the main sustainable transportation movement.)

Sign: What could you co-create with partners that would benefit your customers while reducing your costs of doing business?