All new business relationships go through a "honeymoon" phase. The research firm Gartner, Inc., studied the "Honeymoon effect" and found that experiences between parties at the start of the collaboration are usually very positive, but satisfaction decreases over time. Often there is more focus and attention to the objectives at the start of the collaboration, but over time the "A" team that sold the deal is replaced by the "B" team or even the "C" team. Ultimately, this leads to a dissatisfied organization and a partner who cannot perform, after which it is often decided to look for a new partner. This pitfall can be prevented by rewarding the right objectives and establishing a long-term governance structure (Vested rules 4 and 5).