Most brands struggle to work effectively with startups due to a lack of clarity and defined processes. Surveys of brands and startups found the biggest barriers to be a lack of speed within brands, complicated procurement processes, and extended payment terms for brands, while startups struggle with understanding brand needs and scaling solutions. Both agree that establishing clear objectives, common goals and metrics, as well as well-defined processes and timelines would improve outcomes. Startups are advised to focus on their core strengths and understanding brand objectives, while brands should embrace risk and define roles to avoid duplication when working with startups.