The Ecosystem Illusion

A newsletter about partnerships strategy &
operations by Bernhard Friedrichs

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Hey there!

Two weeks ago I was on a call with a startup founder who was excitedly telling me about joining a major tech platform's "partner ecosystem."

As he described all the the arrangement and terms & conditions, I couldn't help but notice how one-sided the relationship seemed.

It got me thinking about how we use the word "ecosystem" in business today, and whether these arrangements actually resemble true ecosystems at all.

This article explores that disconnect and what it might mean for your business strategy going forward.

Introduction: The Ecosystem Promise

"Ecosystem" is the business buzzword everyone loves these days. We hear tech companies talk about their ecosystems, their partners, and how everyone grows together. It sounds amazing - companies with different strengths working together, creating something bigger than what any could build alone.

Look at how the big players sell this vision. Salesforce promotes its AppExchange ecosystem. Microsoft talks about its partner network. HubSpot showcases its integration marketplace. They all paint this picture of a thriving community where everyone benefits.

But the question nobody's asking is: “Are all of these really ecosystems? Or is this just clever marketing?” The answer matters—because what’s sold as an "ecosystem" isn't always one. It's something very different, and understanding this difference could save your business from trouble down the road.