Table of Contents
Preface: This book needs you! xiii
Part 1 Why? Collaborative Advantage: a better goal for business
1 Introducing Collaborative Advantage 3
The view from outer space 3
Creating Collaborative Advantage 6
Quick review 10
2 The rise of Competitive Advantage 11
Competition and the birth of strategy 11
Bruce Henderson, the Boston Consulting Group 13
Bill Bain Jr, Bain & Company 14
Fred Gluck, McKinsey 16
Michael Porter, Harvard Business School 17
Competition takes all? 19
Quick review 20
3 The fall of Competitive Advantage 21
Trying to be the best? 22
The tyranny of the accountants 23
Who are your competitors anyway? 25
Broken models 25
Ever-diminishing returns 25
Changing business models 26
Shareholder value versus stakeholder value 26
A better understanding of how we make decisions 27
Is strategy ripe for re-invention? 28
Quick review 29
4 Long live Collaborative Advantage! 31
Changing opportunities and expectations 31
A radical alternative 33
A new mind-set 34
Changed assumptions 35
Removing the upper limit on success 39
Innovation ex machina 40
The Agency of the Future 42
A new framework for success 43
Collaborative Advantage and the bottom line 44
Quick review 48
Part 2 How? Using Outside In to create Collaborative Advantage
5 Introducing Outside In 51
8 Step One: find common purpose 54
Brand agenda versus brand identity 55
Brand agenda for start-ups 58
Brand agenda for global brands 59
On purpose 62
A little more action please 64
One thing leads to another 65
Segmentation by purpose 67
Giving voice to your people 69
Quick review 71
Step One: strategic audit 72
7 Step Two: create opportunities 74
Let's get useful 75
Dining, but not as we know it 77
Who is your chief experience officer? 80
Fixing things before they're broken 82
How much will you play me? 84
Breathing fire 86
Quick review 88
Step Two: strategic audit 90
8 Step Three: engage participation 92
What the world learned from eBay 93
Who would you give your car keys to? 94
What's yours? 96
Roles, customs and rituals 97
Sleight of brand 99
Quick review 106
Step Three: strategic audit 107
9 Step Four: iterate and accelerate 109
Bridging the divide 111
Show me the money 112
Learning from early adopters 113
Bring a friend 114
The march of the copycats 116
Bringing the data in sight 117
Hacking for growth 120
Quick review 122
Step Four: strategic audit 123
10 Step Five: build partnerships 125
Pimp My Cause 126
David and Goliath join forces 130
Strange bedfellows 131
Marriages of convenience 132
New beginnings 136
Quick review 137
Step Five: strategic audit 138
Part 3 What? Putting Collaborative Advantage into practice
11 Solving problems in business 143
Beyond fools, friends and family 146
Complete the sequence: Talk, write, click, tap and…? 148
On a mission to sell 151
That's life 154
Spin the wheel 157
Sony united 159
Making cooperatives more… cooperative? 163
The building society that helps you build society 170
Creating a climate for change 171
The joy of influence 173
Quick review 175
12 Addressing global challenges 177
Our most important capability? 178
UN2.0 181
A world of risks 181
Making a humanitarian of everyone 184
Surthrival unlocked 186
Meet the Surthrivalists 188
Surthrival for change 190
Surthrival insurance 190
The Surthrival index 191
The Surthrival app 192
Surthrival Aid 193
United Beyond Nations 194
The Leading Edge 195
Towards 2030 197
Quick review 198
Conclusion: the art of improving people's lives at a profit 199
Further collaboration 207
Acknowledgements 209
Index 211
