Collaborative Advantage

Collaborative Advantage : How collaboration beats competition as a strategy for success

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'Collaborative Advantage offers the perfect recipe for successful businesses that improve lives' -- Ben Cohen and Jerry Greenfield, co-founders of Ben and Jerry's

'A valuable contribution to the vital task of getting people to see the business world as a complex, interconnected ecosystem, rather than as a sharp-elbowed race to the bottom' -- Rory Sutherland, Vice-chairman of Ogilvy Group UK, and the Spectator's 'Wiki Man'.

Strategic consultant and social entrepreneur Paul Skinner argues that we have now reached a turning point in history from which creating Competitive Advantage may no longer be in the best interests of an organization.

He presents today's business and social challenges through a new strategic lens and offers this book as a practical guide to help you create Collaborative Advantage, transform your business and change the world.

You will gain access to world-leading techniques to enable you to:

* Mobilize staff, partners, collaborators and customers around a common purpose that gets everyone you need firmly on your side.
* Foster improved innovation, reach more customers or beneficiaries, build greater loyalty, generate greater income and forge more ambitious partnerships.
* De-couple your potential for growth from the level of resource your organization controls.

This is an indispensable guide that will help you transform the growth of your business or the impact of your non-profit by bringing the fuller value-creating potential of the outside world inside your organization.
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Product details

  • Paperback | 240 pages
  • 152 x 234 x 22mm | 320g
  • Little, Brown
  • London, United Kingdom
  • English
  • 8 integrated illustrations
  • 1408710749
  • 9781408710746
  • 1,195,986

Review quote

Critics of communism often remark that the system, though wonderful in theory, was fatally incompatible with human nature. But the same criticism could be levelled perfectly well at the many current assumptions of modern capitalism. What makes us human is not that we compete - anything can do that: as this book explains, our real difference lies in our near miraculous powers of collaboration. Collaborative Advantage offers the perfect recipe for successful businesses that improve lives -- Ben Cohen and Jerry Greenfield, co-founders of Ben and Jerry's Truly paradigm-shifting books are rare, but Paul's argument seems to me both revolutionary and inevitable -- Alison Jones, coach, strategist and host of The Extraordinary Business Book Club and author of This Book Means Business A powerful approach for ambitious and brave leaders. This book will undoubtedly enable you to overcome big challenges and encourage you to make the changes you want to see -- Gemma Greaves, chief executive of The Marketing Society An absorbing book . . . well worth a read * Intelligent Sourcing * Our world is more connected than ever before, so let us ensure that we open our eyes to the world of possibilities and invite others to join us on our journey through effective collaboration. Paul Skinner's book, Collaborative Advantage, is a very useful and practical contribution to that perspective -- Stuart Wilson, Associate Partner at Food Strategy Associates * Marketing Society * A practical guide to a strategy . . . more sensitive to your teams, clients and the world * Marketing Week * A new day dawns for the world's economic system - and the collaborative model might suit it best * Coop News * Use this book from the pioneer of Collaborative Advantage to grow your business exponentially and make competition for losers -- Sir Tom Shebbeare KCVO, chairman, Virgin Startup and Virgin Money Giving We live in a world where collaboration and collaborative culture are key to unlocking future success. In this work Paul Skinner has set out a highly precious set of gems for anyone tackling a complex task. Whether in business, not-for-profit or social environments, this is a must-read -- Damian Ryan, author of Understanding Digital Marketing and partner, Moore Stephens The new business formula in a world of open innovation and creativity is about getting on and not just getting ahead. Co-operation is no longer a niche. It is a core competence. This book by Paul Skinner, the great advocate of Collaborative Advantage, is a handbook for success in this new commercial world -- Ed Mayo, secretary general, Co-operatives UK
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About Paul Skinner

Paul Skinner is the founder of the Agency of the Future, a collaborative consultancy that helps clients and partners create Collaborative Advantage to drive organizational success, create economic value and improve peoples' lives.

He is also the founder of Pimp My Cause, which uses cause-related challenges to enhance the capabilities of individual marketers and marketing teams and supports over 2,000 charities and social enterprises with access to pro bono marketing in the process.

Paul has advised clients as diverse as PwC and the United Nations, Sony and Save the Children.

In 2014 he was awarded an honorary visiting fellowship at Edge Hill University business school, has twice won Consultant of the Year awards from the Chartered Institute of Marketing and is an advisory board member at London's Museum of Brands, Packaging and Advertising.
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