Scott Galloway, author and business savant, recently wrote an ode to collaboration that I liked:
"Humans ... evolved hiding in the trees while stronger, faster, and more sharply clawed creatures roamed the savanna. So we developed a robust neurological system for identifying threats, gauging their severity, and responding quickly, often before we’re conscious of the threat level. But fight-or-flight wasn’t enough to shepherd us out of the forests. First we had to develop our superpower: cooperation. The cocktail that’s made us the apex of apex predators is cooperation on the rocks of conflict. Under threat, we become a “band of brothers,” establishing “sisterhood” to “fight the power” and form “one nation, indivisible.” "
At Bridge, we use cooperation between brands and retailers to help indie stores thrive online.