Change the format
While the two spitting on every record sounds dope and all, they should switch up the format and be unconventional with it. Don’t just make seven songs where Kendrick takes the first verse, then Cole comes in right after with a 16 afterwards. Or vice versa. Flip the script. Only give Kendrick a hook on one record. Go every 4-8 bars like Jadakiss and Styles P on a track with no chorus. Do solo joints. Write a verse and make the other spit it. Do concept records.
The possibilities are endless.