The word “partnership” is broken.
It’s a catch-all that blurs the line between a relationship and a transaction.
Here is how I think about it:
1. The True Partnership: Trust Transfer
This is a transfer of trust. A respected voice introduces you to their audience not because you paid them, but because they believe in your value.
This is the ultimate go-to-market strategy and the highest form of leverage where you want your program to play.
2. The Sponsorship: Access for Cash
This is a straightforward transaction. An ad.
You write a check for temporary access to an audience.
When the money stops, the access is gone. This works only if the numbers back it up. But for most, the ROI just isn't there.
3. The Partner Program: A System, Not a Tactic
Stop building an "affiliate program."
Start building a partner program.
An affiliate is just one type of partner—like an agency, a community, or an influencer. This small mindset shift will change how you think about building your entire growth system.
Remember this:
A partnership transfers trust.
A sponsorship purchases access.
An affiliate is a channel in your ecosystem.
Clarity is leverage.
Keep stacking 🧱
TG