Instead of billboards, think Grand Prix cars. Drive down a typical highway and you’ll see a succession of billboards, each one a stand-alone advertisement for a single brand. Watch a Grand Prix race, on the other hand, and you note a different approach: every car carries a multitude of brands. These complicated, high-performance machines are expensive to build and maintain. With just one sponsor, a car wouldn’t amount to much. Much like billboards, today’s community-oriented efforts are undertaken independently, and proudly associated with single company names. What if companies thought of community programs more like Grand Prix cars? What if they recognized the vast support communities often need, and partnered up to provide it? Via Harvard Business Review