Showing posts with label Affiliate Marketing. Show all posts
Showing posts with label Affiliate Marketing. Show all posts

The Meaning of Millionaire Partnerships in Modern Business: How Strategic Alliances Drive Wealth and Growth

The myth of the "self-made" millionaire is one of the most persistent lies in modern business. We celebrate the lone genius in the garage, yet we ignore the reality: wealth is not a solo sport. It is a team game played by people who understand the physics of leverage.

From the legendary synergy of Warren Buffett and Charlie Munger to the "PayPal Mafia" that birthed the modern tech ecosystem, the most aggressive wealth creation in history hasn't come from working harder—it has come from partnering smarter.

In 2026, the solo-preneur ceiling is lower than ever. To break through, you don't need more hours; you need Millionaire Partnerships.

What Is a Millionaire Partnership? (Plain-English Definition)

The 60-Second Answer: A millionaire partnership is a strategic business alliance where two or more parties combine complementary assets—skills, capital, or distribution—to create growth that is mathematically impossible to achieve alone. It is built on asymmetric upside, where the collective output far exceeds the sum of individual inputs.

While a standard partnership might be two people sharing a desk, a millionaire partnership is designed specifically for scale. It is an agreement focused on "Equity over Income," where the primary goal is the compounding of value through shared risk and outsized rewards.

Why Millionaires Rarely Build Wealth Alone

If you are an agency owner, consultant, or founder, you’ve likely hit the "Operator’s Wall." You have reached the limit of your personal bandwidth.

Wealthy individuals avoid this wall by treating business like a puzzle rather than a marathon. They recognize that they are missing pieces.

1. Capital vs. Skill Arbitrage

You might have the "Alpha"—the unique insight or skill—but lack the "Fuel"—the capital or infrastructure. A millionaire partnership closes this gap. Instead of spending years saving $500k to launch a project, a founder partners with an investor to launch in five weeks.

2. The Network Effect

High-level alliances provide status-by-association. When you partner with a respected entity, their trust becomes your trust. This "borrowed credibility" allows you to skip the line, access premium deals, and command higher prices immediately.

3. De-risking the "Single Point of Failure"

Solo builders face 100% of the risk. In a strategic alliance, risk is distributed. More importantly, the diversity of perspective prevents the "founder blindness" that leads to catastrophic legal or financial errors.

The M.P.L.A. Framework: The Architecture of Wealth Alliances

To differentiate a high-value alliance from a "handshake disaster," we use the M.P.L.A. Framework. This is the proprietary standard for evaluating whether a partnership has millionaire potential.

🔺 Multipliers (Skills, Capital, Distribution)

A partnership shouldn't be 1+1=2. It should be 1+1=11.

  • Skills: If you are a product visionary (The Steve Jobs), you need a technical engine (The Steve Wozniak).
  • Capital: Access to liquidity to move faster than the market.
  • Distribution: A partner who already owns the attention of your target audience.

🔺 Positioning (Status, Credibility, Access)

Who does this partner make you become? A millionaire partnership should elevate your brand. If the alliance doesn't open doors that were previously locked, it’s just a job with a witness.

🔺 Leverage (Other People’s Resources)

The goal is to decouple time from money. Millionaire partnerships leverage OPT (Other People’s Time) and OPN (Other People’s Networks). You are looking for a partner who brings a machine you can simply plug your talent into.

🔺 Alignment (Incentives > Trust > Contracts)

Trust is a feeling; alignment is a structure. The most successful alliances succeed because the incentives are "anti-fragile." If the partner wins, you win. If the partner loses, you lose. When incentives are perfectly aligned, the need for micromanagement disappears.

Real-World Examples: Success vs. Disaster

The Win: Berkshire Hathaway

Warren Buffett provided the capital and the analytical framework, while Charlie Munger provided the psychological discipline and "mental models" that pushed Buffett beyond his early limitations. Their partnership lasted over half a century because their incentives were perfectly aligned toward long-term compounding.

The Disaster: The "Equity Handout"

A common mistake for agency owners is giving away 50% of their company to a "co-founder" who only brings a similar skill set. This isn't a partnership; it’s a redundancy. Without complementary multipliers, the partnership eventually implodes under the weight of diluted profits and conflicting egos.

How Strategic Alliances Multiply Wealth Faster

In the modern digital economy, growth is non-linear. Strategic alliances act as a "wormhole" in the business journey.

Solo Growth Path

Millionaire Partnership Path

Incremental revenue increases

Exponential equity jumps

High personal "burnout" risk

Shared operational load

Linear networking

Instant access to "closed" ecosystems

Slow brand building

Rapid "Authority Transfer"

By leveraging Joint Ventures (JVs) or Revenue-Sharing Models, businesses can test new markets without the overhead of hiring. You aren't buying a team; you are renting an ecosystem.

Risks, Failures & Partnership Killers

We must address the elephant in the room: Most partnerships fail. But they don't fail because partnerships are bad; they fail because of poor engineering.

  • The "Vibe" Trap: Choosing a partner because you like them, not because they fill a gap. Friendship is a terrible foundation for a multi-million dollar equity split.
  • Undefined Exit Strategy: If you don't know how the partnership ends, it will end badly. Millionaires plan the divorce before the wedding.
  • Asymmetric Effort: When one partner provides 90% of the value but only gets 50% of the reward. This creates resentment, the ultimate silent killer of wealth.

How to Structure a High-Value Partnership Safely

If you are ready to move from solo operator to strategic partner, you need a technical roadmap. Do not rely on a "handshake."

  1. Draft a Memorandum of Understanding (MOU): Outline roles, expectations, and the "Non-Negotiables" before spending a dime on legal fees.
  2. Define the Vesting Schedule: Use tools like Carta to manage equity. Never give away large chunks of your company upfront. Equity should be earned over 3–4 years to ensure long-term commitment.
  3. The "Buy-Sell" Agreement: Hard-code what happens if one partner wants out, dies, or becomes incapacitated.
  4. Use Modern Legal Tech: Standardize your agreements through DocuSign or specialized legal platforms to ensure your Intellectual Property (IP) is firewalled.

Are Millionaire Partnerships Right for You?

Ask yourself these three questions:

  1. Is my growth capped by my own hours?
  2. Do I lack a specific "superpower" (capital, tech, or sales) required to reach the next tier?
  3. Am I willing to own 50% of a $100M company rather than 100% of a $1M company?

If you answered "Yes" to all three, you are no longer a solo founder. You are a dealmaker in waiting.

High-Intent FAQ

Q: Are partnerships the fastest way to become a millionaire?

Yes. While solo efforts can build a comfortable living, partnerships allow for resource stacking. By combining capital, existing audiences, and specialized talent, you can scale a business to a seven or eight-figure valuation in a fraction of the time it would take to build those assets from scratch.

Q: What is the ideal equity split in a millionaire partnership?

There is no "perfect" number, but the "Equal Split" is often a trap. Equity should be based on Relative Value Contribution. Use a "Grinding" vs. "Funding" model where the active operator and the capital provider have clear, performance-based milestones to unlock their shares.

Q: How do I find a high-level business partner?

High-value partners aren't found on job boards; they are found in high-proximity environments. Look to investor networks, elite masterminds, or industry-specific ecosystems like Y Combinator or LinkedIn's executive circles. Demonstrate your "Multiplier" first to attract theirs.

Q: What are the legal risks of a strategic alliance?

The primary risks include "Joint and Several Liability" and IP theft. This is why a formal Partnership Agreement or LLC Operating Agreement is mandatory. Always ensure your personal assets are shielded from the partnership's liabilities.

Q: Can a partnership work without 50/50 ownership?

Absolutely. In fact, many of the most successful "Millionaire Partnerships" are structured as 70/30 or 60/40 to ensure there is a clear "Tie-breaker" or lead decision-maker.

The Path Forward: From Operator to Architect

Stop looking for more work and start looking for more leverage. The difference between a $100k consultant and a $10M agency owner isn't the quality of their work—it’s the quality of their alliances.

The world’s wealthiest people aren't the smartest people in the room; they are the people who built the best rooms. They understand that alignment beats effort every single day.

You have the skills. You have the ambition. Now, you need the Multiplier.

Your next level of wealth isn't hidden in a new "hack" or a longer workday. It is hidden in the person you haven't partnered with yet.

Ready to audit your partnership potential?

[Download our Partnership Readiness Kit] to evaluate your current alliances and identify the "missing multipliers" in your business today. Don't build a cage for yourself—build an empire with others.

Why Most Online Partnerships Fail (And the Scar Tissue Framework to Pick a Winner)

60-80% of strategic online partnerships—including affiliate deals, joint ventures (JV), and influencer collaborations—fail to reach their projected ROI. According to data from Gartner and CB Insights, the primary drivers of these collapses are trust deficits, misaligned incentives, and a lack of operational commitment.

I’ve lived these statistics. Over the last decade, I have lost over $140,000 across three high-profile joint ventures that looked perfect on paper but rotted from the inside out. To stop the bleeding, I developed the Partnership Scar Scorecard, a 12-point vetting matrix designed to filter out the "hype-men" and identify high-velocity winners.

If you are tired of "all-star" collaborations that result in ghosting, legal headaches, or flat-lined revenue, this is the blueprint you need.

The Brutal Truth: 60-80% of Online Partnerships Crash—Here’s Why

In the "gold rush" era of 2020–2024, everyone was a "partner." If you had an email list and I had a product, we had a business. That era is dead. Today’s market is sophisticated, skeptical, and weary of the "launch-and-burn" cycle.

Current 2025 industry reports highlight a stark reality: despite more tools (like PartnerStack and ShareASale) making tracking easier, the human element of partnership is failing at an industrial scale.

Why the "Win-Win" Mantra Often Leads to Loss

We are taught that partnerships fail because of "bad luck" or "market shifts." That’s a lie. Partnerships fail because of asymmetric risk. Usually, one party has everything to lose (reputation, customer trust), while the other is just "testing the waters."

Top Failure Reasons Backed by Data (With Real Stats from 2025)

·         Trust Deficits (42%): Research from Harvard Business School indicates that most online JVs fail not because of product-market fit, but because of "Information Asymmetry." One partner knows the numbers are declining and fails to disclose it.

·         The Four Dysfunctions of Vince Menzione: Industry expert Vince Menzione often cites scarcity mindset and lack of commitment as the silent killers. In 2026, if your partner isn't "all-in," they are effectively "all-out."

·         Incentive Misalignment (31%): Acceleration Partners found that "vanity partnerships"—where influencers are paid for reach rather than conversion—have a 75% higher churn rate than performance-based models.

·         Operational Friction: Most partners agree on the "What" (let's make money) but never the "How" (who handles the 2 AM server crash?).

My $140k Partnership Failures: The Scars That Built This Framework

I don’t talk about this to vent; I talk about it to save you a six-figure tuition fee.

Case Study A: The "Big Ego" Launch (Loss: $47,000)

In 2022, I partnered with a "top-tier" influencer with 500k followers. We spent $15k on high-end production and $30k on ad spend.

·         The Red Flag: He was slow to reply to Slack but fast to post on Instagram.

·         The Result: On launch day, his "warm audience" was actually a bot-bloated list. We converted at 0.02%. He blamed my sales page. We haven't spoken since.

Case Study B: The Tech Integration Nightmare (Loss: $93,000)

I merged a SaaS product with a larger marketing agency.

·         The Red Flag: They refused to share their historical churn data.

·         The Result: Their "customer base" was a revolving door of low-ticket leads. The cost of support (onboarding their messy clients) exceeded the revenue share. I had to buy my way out of the contract.

These "scars" taught me that gut feeling is a liability. You need a scorecard.

The Partnership Scar Scorecard: Vet Winners Before You Commit

Stop asking, "Can we work together?" and start asking, "Does this partner pass the Scar Scorecard?" This is a 12-point vetting matrix where each category is scored 1–10. If the total is below 85, you walk away.

1. Trust Velocity (Past Proof)

Does the partner have a "Receipts Folder"? I no longer accept screenshots of Stripe dashboards (which are easily faked). I want a screenshare of the live backend or a reference check with a former partner.

·         The Test: Ask for the contact info of their last three JV partners. If they hesitate, the score is zero.

2. Incentive Symmetry

Are you both risking something? If I’m putting up the capital and you’re just "providing the face," the incentives are skewed.

·         The Goal: Equal skin in the game.

3. Communication Cadence

Bad partnerships die in the silence between emails.

·         The Test: During the "flirting" stage of the deal, send a high-priority question on a Friday afternoon. Do they reply by Monday morning with a solution, or do they "circle back" three days later?

4. Exit Readiness

Every partnership should have a "Pre-Nup."

·         The Question: "If this hits $0 or $1M, how do we part ways?" If they find the question "negative," they aren't professional enough for your business.

5. Technical Stack Alignment

In 2026, if your CRM doesn't talk to their affiliate tracker, you are dead in the water. We use PartnerStack or ClickBank to ensure transparency.

Red Flags That Kill Partnerships (And How to Test for Them Early)

Most red flags aren't shouted; they are whispered. Here is how to spot them before the contract is signed:

·         The "Secretive" Partner: If they won't show you their refund rates, their product is likely a "leaky bucket."

·         The "Vague" Partner: Watch out for phrases like "massive potential," "synergy," and "disruptive." If they can't define a KPI (Key Performance Indicator) in the first 15 minutes, they are a hobbyist, not a partner.

·         The "Over-Promiser": "I'll get Pat Flynn and Amy Porterfield to promote this!" (Spoiler: They won't).

·         The Lack of a "No": A good partner will push back on your ideas. If they agree with everything you say, they aren't thinking—they’re just waiting for the check.

The 30-Day "Sprint" Test

Never sign a 12-month contract first. Run a 30-day micro-campaign. * Co-host a single webinar.

·         Run one small email swap.

·         Measure the "Trust Velocity" during this month. If it's stressful now, it will be a disaster in six months.

Step-by-Step: How to Build a Winning Partnership in 2026

If you’ve vetted the partner and they’ve passed the Scar Scorecard, follow this deployment sequence:

Phase 1: The Alignment Doc

Create a shared document that lists:

1.      Hard Goals: (e.g., $50k Revenue, 1,000 New Leads).

2.      The "Who-Does-What" Matrix: No overlapping duties. If you own the traffic, they own the tech.

3.      The Crisis Protocol: What happens if the site goes down during a launch?

Phase 2: The "Receipts" Integration

Set up transparent tracking immediately. Use 2026-standard AI tracking tools that account for "dark social" and cookie-less environments. If you can't see the data in real-time, the partnership isn't real.

Phase 3: The Brutal Honesty Sync

Hold a weekly 15-minute "Loves and Lows" meeting.

·         Loves: What’s working?

·         Lows: Where is the friction?

Address the "Lows" while they are small sparks, before they become a forest fire.

Real Examples: Failed vs. Winning Online Partnerships

Feature

Failed JV (The "Hype" Model)

Winning JV (The "Scar" Model)

Foundation

Verbal "handshake" and excitement.

Signed agreement with "Kill Switch" clause.

Vetting

Based on social media following.

Based on historical conversion data + reference checks.

Communication

Messy WhatsApp threads.

Dedicated Slack channel + Weekly Sync.

Result

$12k Revenue / $15k Expenses (Net Loss).

$120k Revenue / $20k Expenses in 90 Days.

FAQ: Your Burning Questions on Online Partnerships

Why do most online business partnerships fail?

Statistically, 60-80% fail due to Trust Misalignment and Lack of Commitment. According to Gartner, B2B alliances often crumble because the "operational reality" doesn't match the "executive vision." In plain English: the bosses liked each other, but the teams couldn't work together.

What are red flags when choosing affiliate or JV partners?

1.      Inconsistent communication.

2.      Refusal to show "Live" data (Stripe/Analytics).

3.      No clear exit strategy.

4.      History of "burned" former partners.

How do I vet an online partner in 2026?

Use a rigorous framework like the Partnership Scar Scorecard. Score the potential partner on Trust Velocity, Incentive Symmetry, and Technical Alignment. Always run a 30-day "Trial Sprint" before committing to a long-term contract.

Are joint ventures better than affiliates?

JVs usually involve deeper integration and higher profit splits, meaning higher ROI but higher risk. Affiliates are "low-touch" and scalable but offer less control. Choose JVs for high-ticket launches and affiliates for evergreen volume.

Final Thought: Stop Searching for "Stars," Start Searching for "Systems"

I spent years chasing the "big names" in the industry, thinking their authority would rub off on me. It didn't. It just cost me time and money.

The most successful partnerships I run today are with people you've never heard of. They aren't "influencers"; they are operators. They have systems, they have data, and they have the same "scars" I do.

Partnership is not a strategy for the lazy. It is a high-leverage tool for the disciplined. If you aren't willing to vet your partner with the same intensity you use to vet your investments, you aren't ready for a joint venture.

Your Next Step: Download the Scorecard

Don't go into your next "discovery call" unarmed. I’ve turned my internal Partnership Scar Scorecard into a downloadable PDF template.

[Click here to download the Partnership Scar Scorecard and stop getting burned by bad deals.]

Ready to scale? If you have a partnership story (good or bad), drop a comment below. I respond to every one.

10 Profitable Affiliate Niches That Pay Recurring Commissions Without Needing Constant Traffic

 

In 2024, I watched a site I’d spent three years building—a high-traffic Amazon Associates powerhouse—lose 70% of its organic reach in a single Google core update. I was chasing the "traffic dragon," needing 100,000 visitors a month just to keep the lights on.

By mid-2025, I flipped the script. I stopped caring about raw volume and started obsessing over LTV (LifetimeValue).

Today, my primary site gets a fraction of that old traffic, yet it generates a steady $9,400 per month in passive, recurring commissions. The secret? I stopped selling "stuff" and started selling "systems."

If you are tired of the content treadmill and the constant anxiety of algorithm shifts, you don't need more traffic. You need better math.

Why Traffic Dependency Is Killing Affiliate Sites in 2026 — And Recurring Commissions Win

The "Golden Age" of SEO volume is over. Between AI Overviews (SGE) providing instant answers and Reddit dominating informational queries, the days of ranking for "best coffee maker" and getting 50,000 clicks are dwindling.

The 2026 reality is this: If your affiliate income drops to zero the moment your traffic dips, you don't have a business; you have a temporary gig.

Recurring affiliate marketing—specifically in SaaS, Fintech, and Subscription-based B2B—allows you to build a "compounding" income. One referral today pays you every month for the next three years. This shifts your focus from acquisition to retention. When you promote products that users integrate into their daily lives or business operations, the "churn" is low, and your financial freedom is high.

My Proprietary Compounding Commission Score: How I Rank These Niches

To evaluate which niches are actually worth your time in 2026, I use the Compounding Commission Score (CCS). This isn't a "gut feeling"—it’s a formula that accounts for the reality of the modern web.

$$CCS = \frac{(Recurring \% \times Avg Monthly Commission \times LTV Multiplier)}{(Competition Index + Traffic Dependency)}$$

  • Recurring %: What percentage of the sale do you keep monthly?
  • LTV Multiplier: How many months does the average customer stay subscribed?
  • Traffic Dependency: How much "new blood" does the niche require to stay profitable?

A high CCS means you can survive a 50% traffic drop and still see your income grow.

1. AI & Automation SaaS Tools (CCS: 94/100)

AI is no longer a novelty; it is the infrastructure of modern business. Tools like Jasper, Make.com, and GoHighLevel are high-stickiness items. Once a solopreneur builds an automated workflow in Make, they almost never cancel.

  • Average Commission: 30% recurring.
  • Why it works: These tools become "load-bearing" walls in a business.
  • Top Programs: GoHighLevel (40% recurring), Jasper, Zapier.

2. Online Course Platforms & LMS (CCS: 89/100)

The "Knowledge Economy" has matured. Creators are moving away from social media and toward owned platforms. When you refer a creator to Teachable or Kajabi, you aren't just selling software; you're selling their digital storefront.

  • Average Commission: 30% lifetime.
  • The "Moat": Moving a course with 5,000 students to a new platform is a nightmare. This means users stay for years.

3. Cybersecurity & Privacy Suites (CCS: 85/100)

In an era of deepfakes and data breaches, cybersecurity is now a non-negotiable utility, much like electricity. NordVPN and Surfshark have moved toward "all-in-one" security suites including password managers and data insurance.

  • Proof Point: My 2023 referrals for VPNs are still paying out in 2026 because users set up "Auto-Renew" and forget it.

4. Personal Finance & Wealth Management (CCS: 82/100)

Forget one-off credit card signups. The real money is in portfolio trackers and automated tax software. Tools that manage a person’s wealth have the highest trust barrier, but once you’re in, you’re in for life.

  • Top Programs: Personal Capital, You Need A Budget (YNAB).

5. Managed Web Hosting for Professionals (CCS: 78/100)

Cheap $3/month hosting is a race to the bottom. But Managed WordPress Hosting (like WP Engine or Kinsta) pays high-ticket commissions and has incredibly low churn.

  • The Switch: I moved my focus from "cheap hosting for bloggers" to "enterprise hosting for e-commerce." The commissions are 5x higher and the users are 10x more stable.

6. Email Marketing & CRM (CCS: 91/100)

Your email list is your only owned asset. Therefore, providers like ConvertKit (now Kit) or ActiveCampaign are the last things a business owner cancels during a recession.

  • CCS Insight: ConvertKit’s "Creator Pass" provides recurring income that scales as your referral's list grows.

7. Advanced SEO & Competitive Intel Software (CCS: 88/100)

Despite AI, businesses still need to rank. Professional tools like Semrush or Ahrefs (via their private programs) offer massive recurring payouts.

  • Strategy: Target "agency" owners rather than beginners. Agencies have higher budgets and lower churn rates.

8. Project Management & Team Collaboration (CCS: 84/100)

As remote work becomes "just work," tools like Monday.com and ClickUp have become the digital offices for millions. These programs often pay per-seat, meaning if your referral grows their team, your commission check grows automatically.

9. E-commerce Automation & Inventory Management (CCS: 87/100)

With the rise of "TikTok Shop" and global drop-servicing, niche tools that sync inventory (like ShipStation or Helium 10) are essential. This is a high-ticket, high-stickiness niche.

10. Premium Pet Subscription Services (CCS: 75/100)

The only B2C niche on this list. Why? Because people will cut their own grocery budget before they stop their dog’s "human-grade" food subscription. Services like The Farmer’sDog offer recurring models in a high-emotion category.

Real Proof: My 2023–2026 Earnings Dashboards

Below is an anonymized aggregate of my PartnerStack dashboard. Notice the "Active Referrals" vs. "New Referrals."

Year

New Referrals

Monthly Recurring Revenue (MRR)

2023

45

$1,200

2024

38

$3,850

2025

22

$7,100

Current (2026)

12

$9,420

The revelation: My new referrals decreased by nearly 75% over three years, yet my income grew by nearly 800%. This is the power of compounding. I stopped the "hustle" and started the "harvest."

How to Launch Without Burning Out on Content

You don't need a 500-page authority site. You need a High-Intent Bridge.

  1. The "Comparison" Engine: Instead of "Best AI Tools," write "Make.com vs. Zapier: Which scales cheaper in 2026?" This attracts users who are already at the checkout screen.
  2. The Video Proof Loop: Create a 60-second TikTok/YouTube Short showing a specific "win" using the tool. Link to a deep-dive "Setup Guide" on your site.
  3. The "Agentic" Approach: Build a simple calculator (e.g., "How much will you save by switching to X?") using a basic No-Code tool. This provides a "Zero-Click" utility that AI engines love to cite.

FAQ: Your Top Questions on Passive Affiliate Niches

Is affiliate marketing still profitable without constant traffic in 2026?

Absolutely. By focusing on SaaS and subscription models, you shift the math from Quantity (more clicks) to Quality (longer retention). You can earn more from 100 "right" visitors than 10,000 "wrong" ones.

What affiliate programs offer the best recurring commissions?

Currently, PartnerStack is the gold standard for SaaS. Teachable and Kajabi are leaders in the creator space, offering 30% lifetime cuts.

How much can you realistically earn passively?

Expect a 12–24 month "build phase." Once you hit 100–200 quality referrals in a high-stickiness niche, $5,000/month is a conservative floor.

Stop Chasing Algorithms. Start Building Assets.

The era of "churn and burn" niche sites is dead. Google has made its stance clear: it values experience, authority, and utility. By choosing a recurring commission niche, you align yourself with the only thing that matters in 2026—user retention.

You can keep refreshing your analytics, praying for a spike in traffic that may never come. Or, you can refer one person today who pays you for the next thousand days.

Are you ready to escape the content treadmill?

[Download my "2026 Recurring Niche Starter Kit" and see the exact 5-page site structure I use to generate $9k/month without writing a single new blog post for 90 days.]

Stop being a slave to the click. Start being a master of the margin.

How Central Banks Will Shape Money Flow in a 3.3% Global Growth World (2026 Reality)

In a 3.3% global growth environment, central banks in 2026 will not expand money supply broadly. Instead, they will redirect liquidity towar...