More and more companies are choosing to join an established or emerging business ecosystem as part of a strategy to deal with industry disruption, increased uncertainty, and customers demanding solutions of ever-greater complexity and depth. Whether it’s a well- known consumer ecosystem such as that led by Apple, or a business-to-business ecosystem such as that led by ARM or Amazon Web Services (AWS), the same critical question arises: if I don’t lead the ecosystem, how can I succeed in becoming a profitable ecosystem partner?