Collaboration is all the rage. As it should be. But far too many people and organizations can get demoralized when collaboration attempts seem forced or collaboration attempts produce less results than the hyped expectations.

Why is this? I believe it is because far too many companies don’t get to real collaboration where co-creation is happening. Think of the difference like this. Most collaboration is analogous to standing side by side. You are working next to each other, but not necessary with each other. Real collaboration is about truly working together (not side by side) to co-create for a mutually defined goal.

The next time your collaboration effort flops, consider whether you were working side by side, and truly working together to co-create something for mutual benefit.

Image: Co-Creation by michelle pacansky-brock via Flickr cc