Let's talk about Super Mario.
Remember how the level only appears as he runs forward?
The pipes, the platforms, the question boxes - they aren't visible from the start screen.
The path is revealed only through forward movement.
Most people building a partner program do the opposite.
They spend weeks trying to map out the entire Mushroom Kingdom. They build complex spreadsheets of every potential partner, analyze every competitor, and try to predict the perfect route to the castle.
They get stuck in "analysis paralysis," trying to achieve 100% certainty before they even press start.
This is a trap. Your perfect partnership map doesn't exist yet.
My S.M.A. framework provides the gear, supplies, support, and accountability.
The path however is revealed as you walk it.
When you launch a partner program, your "Dream 100" list is just the start.
It is a fluid and dynamic process.
The real, high-leverage opportunities—the "mega-yachts" carrying hundreds of your ideal customers—are almost never on that initial list.
You uncover them by talking to the "canoes" and “rafts” first.
At beehiiv, some of our most powerful partnerships didn't come from our initial strategy.
They came from conversations with our first, smallest partners who said, "You know who you really need to talk to..."
They revealed the path.
You can't predict these opportunities. You can only create the conditions for them to appear by taking action.
Here are some notes I drafted over coffee this morning for you:
Stop mapping the whole ocean. Your goal isn't a perfect plan; it's movement.
Identify five "canoes." Forget the mega-yachts for a moment. Who are the 5 easiest partners to talk to right now? Think about your happiest customers, friendly creators in your niche, or a small agency you admire. This unlocks momentum.
Ask the map-revealing question. When you connect with them, don't just pitch your program. Ask the one question that reveals the map: "What other brands or creators in this space do you truly admire and trust?" Their answers will point you toward the next part of the level.
Keep stacking 🧱. The path will appear.
TG