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b'Paul Skinner is the author of Collaborative Advantage: How collaboration beats competition as a strategy for success and founder of Agency of the Future. His work has always been about helping people create a collaborative advantage.\\xa0\\xa0Brian Ardinger, Inside Outside founder, talks with Paul about using a collaborative advantage approach at every level.\\n\\nWhat is collaborative advantage?\\n - Collaborative advantage is the business advantage from harnessing value creation potential outside and inside the business.\\xa0It has been overshadowed by competitive advantage.\\xa0Helps us to grow our businesses more quickly.\\xa0\\n - Businesses need to be improving people\\u2019s lives, if not, why should they exist?\\n - See customers as primary value creators or non-profits help to create social change\\n\\nExamples of companies/communities/organizations moving towards collaborative advantage?\\n - Rotterdam - Connected to other cities through the port. City water scheme is a reusable water bottle with a financial contribution to water systems in other parts of the world. Then you get access to refill bottle from city pipes. Pipes provide business sponsorship opportunities.\\xa0Also, Rotterdam has a gym called Pay More/Train Less.\\xa0However, If you work out more, you pay less.\\xa0\\xa0\\n\\nWhat are the obstacles to embracing collaboration?\\n - Including collaborative advantage in strategies and having a collaborative framework.\\n - Idea of competitive advantage has become so dominant.\\xa0Can hold us back.\\xa0Too often a 0 sum game.\\xa0Can extract value from both businesses or can be used to prioritize shareholder advantage. Most significant disruptions don\\u2019t come from competitors.\\n - The dominant story of competition and competitiveness causes us to miss advantages.\\xa0Reinforces that only value is created inside.\\xa0\\n - Value can be created by customers and is a collective process.\\xa0Orientate ourselves around our customers so we can co-create value.\\xa0\\n\\nCollaborative Advantage Framework - \\u201cOutside In\\u201d Framework - Audit provided within book.\\xa0\\n 1. Find Common Purpose - See as an enabler of change instead of a deliverer of change.\\xa0What do we do to enable people to do better?\\xa0E.g., Amazon changed the competitive model and let customers choose between all the options.\\xa0\\n 2. Make innovation more useful - Structure right opportunities for people to pursue that purpose.\\xa0Put it at the heart of divisions or missions.\\xa0e.g., Argentinian Shopping Center - Instead of an advertising campaign, they built a world-class bridge.\\xa0\\n 3. Make engagement more effective by designing an environment conducive to the purpose you are enabling - Choices are influenced by the environment like the social, customer, and internal environment.\\n 4. Iterate and accelerate - Work with early adopters to better understand and respond to their needs as revealed in practice instead of what people say that they will do.\\xa0E.g., Coke\\n 5. Build partnerships to help us scale over what we can do alone - Look outwards in the same direction.\\xa0Clearly understand the end-user purpose.\\xa0Align interests around purpose.\\xa0Adapt over time to unlock collective value.\\n\\nDoes adopting a collaborative advantage framework have to be top-down driven?\\n - Collaborative advantage begins by defining our core purpose differently.\\xa0There is a role for leadership to play.\\xa0Better to mobilize towards this mission.\\xa0Can be applied at all levels of an organization.\\xa0\\n - Evaluated sustainability programs at Eden Project, an Eco-Tourism development in Cornwall. The most exciting part of the presentation was by the cleaning staff.\\xa0They bought into the sustainability mission.\\xa0They knew the most sustainable ways to clean a toilet.\\xa0Made adjustments to make cleaning processes to be more environmentally friendly.\\xa0\\n\\nFor More Information\\n\\nTo find out more about Paul Skinner or his book Collaborative Advantage, conn...'