I used to believe I had to keep my cards close to my chest. That if I shared too much, someone would copy me, take my ideas or move ahead faster. That mindset was rooted in scarcity. And it kept me stuck.
The truth is that most people aren’t competing with you. They’re trying to keep their business afloat just like you. However, the real wins come when you stop guarding and start giving.
Scarcity Thinking Is a Trap
We’ve been taught that there’s only room for one. One expert. One thought leader. One person at the top.
But that’s a lie. There’s enough space for everyone, especially if you’ve built your brand on authenticity, not imitation, because no one can replicate your lived experience, your voice or your values. Not in a way that truly connects anyway.
I recall running my first business years ago; I was cautious about engaging with people in the same space. I’d see someone launching a similar programme or offering advice in a way that felt close to mine, and my first reaction was to retreat.
Now? I actively reach out. I’ve had the most unexpected collaborations come from people I once saw as competitors. And those partnerships grew my audience, deepened my credibility and helped both of us win.
People Trust What Feels Real
In a world obsessed with vanity metrics and attention, people are craving authenticity more than ever. They don’t want to watch you perform success. They want to see you build it with others, not just for yourself.
When you collaborate, it signals confidence. It shows you’re secure enough in your expertise (and skin) to share space with others. It also sends a clear message to your audience: I’m here to build, not to hoard. That builds loyalty fast.
Some of the most trusted names out there didn’t build alone. They built with people. They mentioned them in rooms that mattered. They reposted content. They co-hosted events. It’s strategic, yes, but it’s also generous. And people remember generosity.
Collaboration Strengthens Positioning
Here’s what collaboration does better than competition: it multiplies your impact.
Think about it. When you co-create a webinar, become a guest on someone’s new podcast or run a joint campaign, you don’t just share audiences. You combine credibility. Your name gets seen in different spaces. Your message travels further.
This is especially powerful for founders. You don’t need to compete with every other founder in your niche. You need to work with the ones whose values align. That way, instead of trying to outshine each other, you amplify each other.
One of the best decisions I made was to start interviewing people on my website. I wanted it to be a space to learn from other founders and people doing brilliant things in their industries. What started as a simple idea to highlight others quickly became something bigger.
Their stories, their mindset, their way of navigating success, it’s all shaped how I think about my own journey. Some of the biggest breakthroughs in my personal brand came directly from those conversations. And none of it would’ve happened if I hadn’t just reached out.
And yes, be smart. Vet the people you align with. Make sure your standards match. But don’t mistake discernment for fear. Closed doors close off opportunities.
How to Start Building Collaboration-Led Relationships
You don’t need a massive following to collaborate. You just need intention. Start small:
- Send a DM to someone you respect in your space. Tell them what you appreciate about their work. Just connect genuinely and give flowers to those who deserve to smell them.
- Share someone else’s post with your thoughts added. Give them credit. Add value.
- If you see someone launch something great, hype it up, repost and share. Not because you want something back, but because you want to support.
Life has a funny way of passing the baton. Everyone gets their moment to run. Make sure you’re clapping when it’s someone else’s turn because if you only show love when the spotlights are on you, you’ll miss what really matters.
And if you’re building a brand? These connections will outlast any content strategy. Because relationships scale impact in ways solo hustling never will.
Moving Forward
You don’t need to be louder than the person next to you. You need to be clearer on who you are and open to building with people who get it.
Abundance starts with a mindset and once you have that covered, move on to strategy.
See you next week!
