The document presents scenarios for how incumbent companies could respond to the rise of the collaborative economy. It outlines five strategies for traditional companies: 1) defend their existing business model through lobbying; 2) adopt collaborative business practices; 3) acquire collaborative startups; 4) partner with startups; and 5) develop new services to support collaboration. It also discusses three strategies for digital giants: 1) deploy their own collaborative platforms; 2) leverage their existing position to become dominant platforms; and 3) enable the collaborative economy through new services. The scenarios are inspired by theorists on the collaborative economy and presented as a "co-business western" in the style of the Clint Eastwood film.