Leverage the Power of Joint Venture (JV) Launches for Explosive Growth—But Only After Internal Testing

After his first solo business ended abruptly, Jeff Walker found himself needing to rebuild from scratch in a new market. Instead of relying only on his new email list, which was just a fraction of what he’d had in the past, he decided to deliver massive value for other industry experts. For months, he offered free help, shared insights, and built real friendships with other marketers through genuine collaboration.

When Jeff finally had a tested offer that converted well with his own audience, he invited these new connections to become JV partners. Because he had invested in their success first, they were eager to support his launch. Each partner sent their list through his launch's proven, conversational sequence. On launch day, the response was explosive—sales soared, lists grew, and his new business was instantly credible in the market. The secret wasn’t the scale of his initial following, but the trust and goodwill he’d fostered by helping and listening before ever asking for a favor. It’s a textbook case of 'reciprocal altruism' and ethical network building, validated both by personal experience and decades of social science research.

Pause before chasing your next big partnership. Instead, spend a week refining your product or service internally, iterating based on results. Research businesses or influencers who serve similar audiences, sign up for their lists, and start by finding ways to help them—share their content or leave a thoughtful testimonial. When it’s time to approach them, be transparent about what’s working, explain exactly how their list will benefit, and make your commission offer generous and fair. Take pride in treating every partner’s subscribers as if they were your own. Lay the foundation for long-term collaboration now, not just a one-off boost.