A complement is a product, service, or competency that adds value to the original product offering when the two are used in tandem.28 Complements increase demand for the primary product, thereby enhancing the profit potential for the industry and the firm. A company is a complementor to your company if customers value your product or ser- vice offering more when they are able to combine it with the other company’s product or service.29 Firms may choose to provide the complements themselves or work with another company to accomplish this. Several examples illustrate this point: