As someone completely new to JVs I have done my research and always found it kind of odd that you have "build relationships" with people first. I don't have anything against that, but this is business not happy hour or social time for me. In every other form of marketing I've done, it's always business first, then friendships come from doing solid business together. In JV marketing it seems to be the other way around. I know networking is important, but if someone has a solid product why do they have become your buddy before you'll help them promote it?

I'm not knocking it, just saying it's kind of different...?