Gabriel,
Thanks for this post! As someone who is about to launch his first product and do it mainly through the use of JVs and Affiliates, it is pretty timely - and kind of daunting at the same time. It is clear that one really has to think through this process very carfully to stand out among the crowd.

What I really liked about your post was that it focused not just on the financial split but on the process of making a real connection with your partners. The nugget hidden in there is that we all need to be strategic about this process.

It helps to think of your potential partners as small 'Centers of Gravity' in your launch process. Then you articulate in your own mind ( and write it down) what the future state of that relationship needs to be in order for both of you to be successful.

What you then have to do is to create a plan to connect with them (sometimes on an individual basis) and go and make it happen.

Thanks again for a great post.

Jim