Why Shared Values Accelerate Trust in Collaborations

When I co-founded Children Learning through Outdoor Experience (teachchloe.org) more than five years ago, it rolled out as an agriculture education initiative. The truth is, I didn’t found ChLOE just because I wanted people to understand farming. I had an ulterior motive. I could see public trust in agriculture slipping away, and the urgency of the situation was clear. Any farmer's freedom to operate ties to the industry's social license - the privilege of operating in a society with minimal restrictions and regulations through maintaining public trust. Trust equals freedom and business efficiency. Lack of confidence leads to burdensome operations, negative media and increased cost of doing business. Trust in agriculture, including the people and companies that work in the industry, positively influences consumer attitudes, purchase intentions, and actual buying behavior. Loss of trust leads to increased regulation, reduced sales and damage to agriculture’s reputation. Research shows that shared values are three to five times more important to the public than technical prowess or scientific data. Rather than relying solely on scientific evidence or proof of increasing efficiency, agriculture must quickly shore up public trust. We must prove our trustworthiness through words and action, resulting in alignment with consumer values around environmental stewardship, animal welfare, and food safety. Earning and maintaining consumer trust requires ongoing engagement and demonstration of responsible practices. This ongoing effort is crucial, as it requires leaders in agriculture to engage the public, fearlessly ask questions about our practices, and then deeply consider how our practices and promises align with what we hear. Agriculture must continuously show its commitment to the public through production improvements, willingness to listen and thoughtful information sharing. It's about talking the talk and walking the walk. Engaging the public also offers myriad advantages to agriculture. Continuous consumer engagement keeps agriculture attuned to evolving consumer preferences and concerns. Regular interaction creates opportunities to showcase innovations and improvements in farming practices. This dialogue can inspire new ideas and collaborations that benefit agriculture and consumers. By prioritizing consumer trust through transparency, shared values, and genuine sustainability efforts, agriculture cannot only maintain its social license and freedom to operate, but also reap the benefits of increased consumer loyalty, positive reputation, and business efficiency.

When corporate–startup partnerships fail, it’s rarely because the tech/product/strategy didn’t work. It’s because the trust didn’t. So, how can corporates and startups build trust so the value goes beyond capital? This was one of the key questions we discussed at the NeXTT Awards panel recently. If you want partnerships to deliver value beyond capital, the foundation has to be built before the deal on shared intent, aligned ways of working, and human connection. I’ve seen the most successful collaborations follow a simple rhythm: Build trust before the deal - be transparent about why you’re partnering, not just what you’ll get. Design for mutual wins - share KPIs, not just invoices. Reduce operational friction - fast-track decisions and simplify processes. Keep relationships human - senior sponsors and everyday champions matter more than quarterly reviews. Invest in the ecosystem together - co-create, share knowledge, and celebrate wins publicly. Because trust isn’t built in contracts. It’s built in conversations, in small acts of reliability, and in the sense that both sides are equally invested in the success of the other. When both sides feel heard, supported, and respected, that’s when value truly goes beyond capital. #Startups #CorporateInnovation #Trust #Leadership #Collaboration #BeyondCapital

Woke up this morning thinking about partnerships—what they really mean, and what makes them successful. In business, the best partnerships go far beyond transactions. They’re built on mutual values, shared goals, and real collaboration. Whether it’s with distributors, retailers, entertainers, or teammates—we’re not just working together, we’re growing together. When I think about our distributing partners, I’m reminded it’s not just about getting beer on shelves. It’s about real-time feedback, local market strategy, activations, and building a brand together. That kind of support and alignment is invaluable—and it’s the foundation for long-term success. When someone pitches me a sponsorship or advertising idea, what stands out isn’t just the proposal—it’s the thought behind it. The best ones come with a spirit of partnership: introductions, shared value, and a real plan for how both sides can win. I’ve seen firsthand how powerful partnerships can be—with sports teams, music events, investors, and even one-time collaborations that turn into something much bigger. Also, treating others like true partners—especially talent, influencers, and colleagues—opens the door to real impact. Internally, I also think of partnerships every day. It takes trust, alignment, and shared commitment between departments to bring ideas to life. Whether it’s sales, marketing, ops, or legal—we move further when we move together. Here are a few principles I believe make partnerships thrive: 🔹 Trust & Transparency – Be open. Set clear expectations. Give honest feedback. 🔹 Mutual Benefit – Make sure both sides gain—whether through reach, growth, or impact. 🔹 Commitment to Growth – Lean in, especially when things get tough. 🔹 Shared Brand Alignment – From talent to retailers, authenticity wins. 🔹 Consistent Support – Show up. Follow through. Bring energy. At the end of the day, a partnership isn’t just a deal—it’s a relationship rooted in shared wins, long-term vision, and helping each other succeed. #partnerships