The need for collaboration has never been greater in the aid sector. This is due to scarce resources, the scale and incidence of emergencies, and the severe dilution of the impact of the aid dollar through fragmentation, short-termism, inconsistency and ad hoc decision-making. In conflict- and disaster-affected situations, where tough humanitarian decisions are the norm, there is no shortage of commentators and experts who advise on ‘what’ should be done and ‘why’. Few, however, offer concrete suggestions on ‘how’ to short circuit the current vicious circle. We combine deep experience in the corporate world and disaster response to demonstrate how answers can be found in improved collaboration and recognition of the practical use of humanitarian principles. Because the majority of humanitarian emergencies occur in fragile states, where over half of the world's population lives on less than USD 1.25 a day (OECD), our core team and associates particularly strive to help people who are addressing poverty and physical vulnerability in these environments.