Our guest today 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 organisation.

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:

Mobilise 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.

We welcome Strategic consultant, social entrepreneur and the author of "Collaborative Advantage: How collaboration beats competition as a strategy for success" - Paul Skinner

We talk:

• The Death and History of Competitive Advantage
• The Birth of Collaborative Advantage
• The "Outside In" framework
• Common purpose
• Personal Purpose
• Engaging the Ecosystem
• The Circular Economy

More about Paul here:

https://www.theaof.com/