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Announcing the launch of Collaborative Advantage

Have we now reached a turning point in history from which creating competitive advantage is no longer in our best interests? And is there a more powerful alternative to help us grow our businesses more effectively?

My forthcoming book Collaborative Advantage: How Collaboration Beats Competition as a strategy for success explores how we can re-think the fundamental assumptions on which business strategy is based. It presents an alternative model that organisations around the world are now using to drive a greater level of success that can be better for business, better for customers and better for society.

Success today can be more a case of survival of the friendliest than survival of the fittest. Which is why I’ve developed Collaborative Advantage as a radical alternative to the conventional goal of competitive advantage.

The book is intended to show how Collaborative Advantage can be applied to grow any business or non-profit and is brought to life with examples of businesses that are putting the principles of Collaborative Advantage into practice around the world.

Rory Sutherland, Vice-Chairman of Ogilvy Group UK and The Spectator’s Wiki Man, said ‘[the book is] 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’.

Writing the book has been a very collaborative process itself. Many of you have contributed short sections to include in the book or provided vital feedback. You’ve suggested relevant examples that illustrate Collaborative Advantage in action and you've inspired me with your own business models and campaigns. Clients at the Agency of the Future have helped me to learn more about how Collaborative Advantage can be created by any organisation of any size in any sector. And Pimp My Cause has been a living laboratory of Collaborative Advantage in practice. Thank you for your encouragement, support and inspiration!

The book will be published by Little, Brown Book Group on the 22nd of June and is now available for pre-purchase on On the morning of the launch we’ll be celebrating with a breakfast event at the Museum of Brands. If you would like a free ticket to the book launch, let me know. There are limited places, but I’d love to see you there.

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