It’s happening more and more often and its beginning to seem like one big marketing experiment. We’re all in this big beautiful boat, sailing uncharted waters. The conference room salon all abuzz, everyone excited and brainstorming about collaboration. New ideas flying across the table and filling our sails with wind. Everyone trying to understand how to work together for mutual success and mapping out routes to new revenue streams. The underlying major question we see – that no one seems to mention – who will lead? Is it the team with more clout, followers and a larger audience? Or is it the brand with history, subscribers and a trusted voice?