Collaboration is what some call a 'suitcase' word, in that its meaning and what's 'inside it' can vary for different people. That said, and however it is interpreted, collaboration is not easy nor that well done by the industry to date. In this article, the barriers to collaboration are considered, and new research shared that suggests there are three main elements to any collaboration work. The first is about strategic intent and the business case - will the co-creation and development of two organisations be better, faster and more sustainable than one? The second is about partner and category selection - who to partner with and why and on what categories? Finally, there is the process of collaboration and the requirement to manage it with a clarity of purpose and strong discipline.