The creative process behind successful collaborations

ollaboration is the next big thing of our generation. Thanks to Twitter & Facebook people have a channel in which they can reach a massive amount of like minds in a short period of time. It's obvious to assume that one will want to work with another that has similar interests, however we need to understand WHAT collaboration is & how it affects the creation process to make it work. Collaboration is when two or more parties come together to realize shared goals. Keyword SHARED goals. That means there needs to be a SPECIFIC objective between both parties. If you do not establish what the goal is it simply boils down to "I love your brand ! How can I get my name on your next project !". Is this fair to both parties ? No. There isn't a common interest so it will be apparent that one side is...