Hey everyone, it’s good to be back. Welcome to the refreshed version of the podcast: new rhythm, same depth, and a lot more inspiration.
We’ve taken a little time to reset and rethink what this show could be. And from this month, we’re moving to one episode every three weeks – slower, more intentional, and packed with real takeaways.
You can expect a mix of in-depth insights and learnings, the kind of thoughtful, reflective conversations we’ve always had along with reviews and recommendations of things I’ve seen, read, or listened to that I think you’ll love too.
And for our first episode in this new chapter, we’re talking about something that sits right at the heart of great business, great creativity, and great campaigns: Collaboration.
So, let’s dive in!
Full Transcript (unedited)
INTRO
Collaboration is something that’s shaped my work right from the start, and honestly, it’s one of the biggest reasons I’m still doing what I do today.
Over the years, I’ve had the chance to collaborate with some brilliant people and teams; Sarah Rawlings now at Invisible Agency, Jo Twisleton at Twist, PR Agency One, Distinctive Communications, Paper Films, and more recently, the fantastic team at Thinking Place.
Most of these partnerships have come about not through strategy documents or networking plans, but simply because I’ve loved the humans involved – the people who run those companies and the ones who deliver the great work within them, and we often will have a sense of shared values.
That’s something I’ve learned to value deeply. You can have all the processes and frameworks in the world, but the best collaborations happen when you genuinely like, trust, and respect the people you’re working with.
Those relationships have challenged me, taught me, and brought out my best work, and they’ve also reminded me that collaboration doesn’t just create better projects; it creates better people.
WHY COLLABORATION MATTERS
Collaboration has always been part of how we work , but today, it’s more than just teamwork. It’s a growth strategy.
The world of business and creativity moves fast. No one has all the answers, and no one can do it all alone. When you find the right collaborators, people or brands who share your values and bring different strengths, you unlock new ideas, new audiences, and new energy.
But here’s the thing: collaboration is only powerful when it’s right. When it’s wrong, it can be painful. It can drain time, energy, and confidence. And I know that from experience.
PERSONAL REFLECTION: LEARNING TO TRUST COLLABORATION
When I started Henbe, interestingly, nearly nine years ago now, I was so cautious about working with other people. I don’t even think I realised how protective I was of the work.
Collaborating felt a bit like letting all the gold, all the family jewels, out the door. I had this sense that if I shared too much, I might somehow lose what made the work unique. So I kept things close.
It took me a long time to understand that the right partnerships don’t take anything away, they actually add something new.
And honestly, that realisation didn’t come from theory or books, it came from experience. Collaborations that stretched me, some that didn’t work, and some that completely changed how I think.
Working with Thinking Place has been one of those collaborations that really stood out. You know, it’s funny, collaboration can be hard work, and sometimes uncomfortable. It will challenge your way of thinking.
But when you find a partner who gets it, who brings out your best, makes the work better, and still knows when to have a laugh along the way, that’s rare.
And that’s been the case with Thinking Place. We’ve had honest conversations, shared ideas, and found that sweet spot between strategy and creativity.
We’ve also had those moments where we just had to laugh — because perspective and humour keep things healthy.
So yes, collaboration can be painful if it’s not right, but when it is right, it’s incredibly powerful. And for me, that balance, the trust, the challenge, and the shared sense of fun,is what collaboration should feel like.
THE ANATOMY OF AN EFFECTIVE COLLABORATION
Through my own work, and watching others, I’ve noticed a few things that separate successful collaborations from the ones that just look good on paper.
1. Shared purpose beats convenience.
The best collaborations start with a clear reason for existing. Both sides care about the same outcome, not just exposure or profit.
2. Clarity builds creativity.
When roles and expectations are clear, people feel free to experiment. Boundaries don’t limit creativity — they support it.
3. Diverse perspectives spark better ideas.
The magic often happens in the mix — different experiences, skills, and opinions colliding to form something new.
4. Communication keeps things healthy.
Regular, honest check-ins keep collaborations aligned and resilient.
5. Mutual benefit sustains it.
A collaboration should work for everyone involved — including the audience.
GOOD COLLABORATIONS — AND WHY THEY WORK
Let’s look at a few examples from the brand world, because some have absolutely nailed it.
One of my favourites is Nike and Apple.
When they teamed up for the Nike+ iPod experience, it just made sense. Nike stood for movement and motivation; Apple stood for innovation and simplicity. Together, they turned running into a connected experience — a fusion of performance and technology.
It didn’t feel like marketing — it felt useful.
That’s the sweet spot: shared purpose, shared audience, and authentic overlap.
Then there’s GoPro and Red Bull.
Both live in the world of energy and adventure, Red Bull gives you wings, GoPro lets you capture where they take you. Their collaboration wasn’t a one-off campaign; it was an entire creative ecosystem of events, stunts, and storytelling.
It’s a reminder that when brand values align, co-creation becomes culture.
And for a quieter but equally smart example, HubSpot and Semrush in the B2B world. HubSpot helps marketers manage customers; Semrush helps them understand their audiences through SEO data. Their integration meant marketers could see search insights directly in HubSpot dashboards. Not glamorous, but genuinely valuable.
That’s the kind of collaboration that builds loyalty by solving real problems.
WHEN COLLABORATIONS GO WRONG
Of course, not all partnerships hit the mark.
Remember the Pepsi and Kendall Jenner ad?
It tried to connect Pepsi to social activism, but came across as tone-deaf and insincere. It looked like a brand trying to borrow meaning instead of earning it.
It’s a classic lesson: if your collaboration doesn’t come from authenticity, audiences will see right through it.
And even in B2B, the very high profile Microsoft and Nokia failure. OK more of a takeover, but on paper, perfect: one had software, the other had hardware. But they had completely different company cultures and timelines, and the partnership never found its rhythm.
It’s a reminder that collaboration isn’t just about strategy. It’s also about chemistry.
WHAT WE CAN LEARN
So what do these stories tell us?
That the best collaborations aren’t just about shared resources, they’re about shared beliefs. They’re not about combining logos; they’re about combining purpose. Which for bigger brands is about brand alignment.
If you’re thinking about your next collab, whether it’s a creative project, a business alliance, or even an internal collaboration, ask yourself these 3 things:
- Do we believe in the same outcome?
- Are our strengths complementary?
- Will our audience genuinely benefit from this?
If you can say yes, you’ve got the ingredients for something powerful. But if you’re forcing a fit, it’s probably not the right time, or the right partner.
CLOSING THOUGHTS
Collaboration, done right, multiplies your impact. It builds things that no single person or brand could create alone.
And for me, personally, having been cautious for so long about who to collaborate with, I’ve realised that the best partnerships don’t take your gold away; they help you forge more of it.
They challenge you, support you, and remind you that the process should also include a bit of balance, and a laugh along the way.
Because at its best, collaboration isn’t just about output. It’s about connection, trust, and the joy of making something together.
So, whether you’re teaming up on a new project, co-creating a campaign, or simply reaching out to learn from someone else, remember:
The smartest growth strategy might just be working together.
If you enjoyed this conversation, make sure you’re subscribed, new episodes drop every three weeks, with a mix of insights, reflections, and reviews of things I think you’ll love too.
Thanks for listening, and welcome to the next chapter.