Yahoo! should spend its Alibaba IPO cash on engaging sites like Pinterest or Yelp as opposed to buying traffic via an AOL acquisition, said Karl Ronn, co-author of The Reciprocity Advantage. Ronn added that the IBM/Twitter partnership is ideal because IBM has data and analytics to help Twitter, and Twitter can help IBM extend its corporate reach. Likewise, IBM is helping Apple scale by bringing its products into the office and IBM benefits through its association with Apple's must-have products. Finally, Ronn said companies should seek partnerships to create growth that they cannot achieve alone.