Ecosystem strategy is crucial for companies, but the focus on company centrality can hinder alignment and limit effective strategies. Apple's success in extending its mobile data device ecosystem contrasts with its failures to expand into new businesses. The consequences of these failures affect not only Apple but also its complementors. Successful ecosystems require alignment among leaders and followers, with leaders making the initial investment and followers benefiting from the value proposition. In unsuccessful ecosystems, there are only losers. The hierarchy of ecosystem winners includes leaders, followers, and unsuccessful followers. The case of mobile payments in the US illustrates the challenges of ecosystem leadership. Collaboration among smartphone players, banks, retailers, and mobile operators is essential, but the egosystem trap can hinder alignment and value creation. Companies should evaluate their leadership claim, foster followership, and shape the larger game. Smart followership involves choosing the right leader, shaping the rules, and leveraging their power. Avoiding the egosystem trap is crucial for both leaders and followers.