When you first embark on an collaboration project, you can expect a lot of raised eyebrows and crossed arms?from coworkers as well as trading partners. Here\u2019s what people typically think and sometimes say to each other.FROM A SUPPLIER TO A MANUFACTURER: "If we share more information, you\u2019re going to squeeze us on cost even more."FROM A MANUFACTURER TO A SUPPLIER: "If we share more information, you\u2019ll go directly to the customer and cut us out of the loop."FROM A RETAILER TO A SUPPLIER: "If we share promotional information, our competitors will find out." FROM ALL PARTIES: "If the collaboration project does prove to be useful, the other side will get more value than we do." "We can\u2019t share information or processes. That\u2019s our competitive advantage."