We've been stuck on the idea of competitive advantage as the key to strategy for a long time now. Paul Skinner thinks it's had its day.
'Where competitive advantage assumes that the way to succeed is by being better than others, I believe the way to succeed is by supporting others and sharing the value that you can create with them.'
Collaborative Advantage is what Paul describes as his 'book-worthy' big idea, and in this conversation he explains how it's unfolded from a principle that he's applied and developed through the various initiatives and enterprises he's worked with over the years into book form.
There's also great advice on creating stories where the customer, not your business, is the hero. Because those are the stories that change lives.