Deciding which type of company to partner with requires an understanding of the market structure and how the unique technology of the start-up fits into that structure.

FORBES: Strategies For Small Firms Partnering With Big Companies

In this type of agreement, the partner institution owns the credit risk for the cards issued, handles customer relationships and is responsible for transaction authorization, billing and pricing.

FORBES: Quick Take

Back to my lunch: I obviously had no idea what type I was, and I listened with bemused interest as the partner explained the instrument to me.

FORBES: What type of business person believes in personality tests?

Bydureon is the first once-weekly treatment for type 2 diabetes, the most common form of diabetes, Amylin and its partner Alkermes Inc.

WSJ: FDA Approves Amylin's Bydureon Diabetes Drug After Delays

Publicizing it is "an effective way to highlight the type of client we are dealing with most often, " says Kelly Brothers, a partner at the firm.

WSJ: Do You Make the Asset Cut?