As you consider setting up abusiness and involvingvarious kinds of stakeholders in it-particularly those who will become formal investors in the venture-it is critical to understand the difference between ownership and control. Most people think they are the same. As a result, the natural reaction is to focus on how to retain equity (ownership) in order to retain control. In this chapter, we challenge you to think more deeply about what you really want from the venture. Do you want ownership? Do you want control? How are they different? Where does each come from? And how does the combination help you design partnerships that work well for everyone involved?