What is a partner?

What is a partner? And what is a vendor? In today’s buzzword soup of “strategic synergies” and “exclusive collabs,” the meaning of partner has lost all meaning. Real partnerships require skin in the game: shared risks, not just shared headlines. Here's how to spot the difference, and why it’s time to stop faking the intimacy.

By Matt Wurst

Published April 28, 2025

From the Product Lab community. A community for ambitious PMs and builders exploring ecommerce, social, marketing, platforms, productivity, dev, and AI. Learn from peers launching, scaling, and iterating products. Share processes, test ideas, and turn vision into execution in the spirit of innovation.

Posted in Marketing and Sales Products. Explore tools driving growth: CRM, automation, analytics. Should products serve sellers or buyers first? Debate adoption challenges, design tradeoffs, and innovation paths that power modern marketing and sales.

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