Here’s why features work
And it’s not just with music
What or who comes to mind?
Essence by Wizkid and Tems, or Numb by Linkin Park & Jay-Z, or Marvin Gaye & Tammi Terrell’s Ain’t No Mountain High Enough, or Hillsong’s Oceans
Or… Founders Larry Page and Sergey Brin of Google, Shola Akinlade and Ezra Olubi of Paystack. Or… Barrack Obama and Joe Biden
Features work because of two things — skill and reputation.
Two people that are great at what they do can make a ruckus and so can two people who both have a great reputation. It’s almost predictable.
There’s a third sect though
Those that have neither, and it may seem unlikely but it's not impossible
It’s not impossible when they cherish the work that they do
…when they hold each other accountable to the goals they set.
…when they are willing to do the work, bank on each other's strengths, and support each other's weaknesses.
…when they show up consistently enough
You might want the big collaboration. And it makes sense to lash in on someone’s skill or reputation but if that’s proving difficult (and it probably will)…it might be wise to find someone who cares.
