There are times when having a partner in something – whether official or unofficial – a joint venture or collaboration – just makes doing it easier, better,more interesting and potentially more successful. We are developing a partnership right now that got me thinking about this idea of partnership versus profits. When you share revenue, naturally, you’re getting less of it than if you did it yourself. But when a partnership means that another party/person or company can do something better than you can, can execute it more quickly and without hiccups, and is EXCITED about the opportunity – maybe there’s a good argument for making less money but developing another aspect of your brand or company? As a small outfit, you quickly realize you can’t do everything – so it becomes SO IMPORTANT to identify your core talents and strengths, as well as your weaknesses. Sometimes where you aren’t good, someone else can be great, and you can reap the rewards and keep your customers or clients happy — that’s still a profit!