The 3 lessons I've learned to set up unique Partnerships

Why partnerships are so much more than working together

People love people. We often spend more time with colleagues, customers and calls than with our own friends. Then it's okay to say that cooperation is important, right? Of course, the quality of the work is important — I trust my team blindly. But for me, the real difference lies in how you work together. And it is precisely in that process — working together, feeling, building — that I've learned a few important things over the past few years.

What partnerships mean to us

Partnerships, as we approach them at ON A DAILY BASIS, are about connecting two brands — or, as we call it, two worlds. Brands that find each other in shared beliefs, and set up a brand initiative together to touch a community. Sometimes this is a campaign focused on ideas, inspiration and increasing cultural momentum. Sometimes it's conversion-focused — focused on actually activating new customers.

But in all cases, the following applies: the core must be right. You have to speak each other's language, or at least want to learn to understand each other. And when that works, something beautiful will happen.

This is reflected in many of the cases I'm working on: big brands collaborating with smaller initiatives that have tough fans — what we call micro-audiences. Communities that may be small in reach but big in engagement. That's where the energy lies. And me? I bridge the gap between those worlds. I'll make sure it's accurate. Strategically and culturally.

Working according to The Big 10

At our commercial level, we work according to 'The Big 10'. Ten beliefs we've built over the years. No rules, but principles that keep us sharp — on cooperation, on each other, and on the bigger picture.

For me, partnerships are mainly about being able to build bridges. Between brands, between worlds, between people. That's what gives me energy. And honestly? That's also what I'm good at.

Attention makes everything better

The principle that always sticks for me is number 3 — Give attention. Not on autopilot. But sincerely. Really contribute ideas. Sensing what someone needs — even when it's not spoken.

Creative partner in crime

That's also where I prefer to position myself: as a creative partner in crime. I know, it sounds cliche. But for me, it means standing next to someone, not opposite. Not selling a service, but helping build an idea, a brand, a collaboration that works.

1. Shared values = shared energy

When brands work from the same beliefs, flow occurs. Then cooperation is not a compromise. The strongest collaborations we've built with ODB didn't start with a pitch — they started with shared values. You believe in the same thing, so you're looking in the same direction.

2. The target group is the source of inspiration

The best collaborations are built on the end user. Not on egos or campaigns. When you think from the community — behavior, culture, language — you create space for something that affects people. Then you are not building a campaign, but a brand movement. And that just makes the partnership logical. Because it's true. Because people feel it.

3. The happiness factor exists — but you have to understand it

Sometimes it just clicks. The partnership makes (what we call it) “sense”. This is not always based on a shared target group or core values. In fact, it is a completely surprising combination. It's really those partnerships that help brands move forward.

The Power of True Collaboration

Building partnerships is no trick. It's a way of working, thinking and feeling. And if it works, something extraordinary will be created: a bridge between brands, worlds and target groups.

Because in the end, that's what it's about: making something together that goes beyond yourself. Collaborations in which brands reinforce each other, appeal to new audiences and create something that sticks.

That starts with listening. When giving. And with the guts to really build together.

That poster next to my desk? There are nine other principles on it. Maybe I'll share them again.

Be sure to also check here the news about one of my favorite partnerships, the one between TNO and NPL — Breaking Boundaries. in which brands reinforce each other, appeal to new audiences and create something that sticks.