In a LinkedIn post shared last year, the general manager of PepsiCo Labs, Anna Farberov, shared her frustration with the strategic errors start-ups make when pitching to corporations. Having attended 3,500 such meetings, she felt she had the expertise to detail their mistakes. However, the backlash to her post was severe, with employees and founders of start-ups keen to highlight the issues they faced when approaching corporations. Both sides clearly wanted to collaborate. But they struggled to find ways to engage in successful and lasting engagements.