{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Inside Outside Innovation","title":"Ep. 149 - Paul Skinner, Author of Collaborative Advantage and Founder of Agency of the Future ","html":"","width":"100%","height":180,"duration":1457,"description":"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.  Brian 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. It has been overshadowed by competitive advantage. Helps us to grow our businesses more quickly. \n - Businesses need to be improving people’s 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. Also, Rotterdam has a gym called Pay More/Train Less. However, If you work out more, you pay less.  \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. Can hold us back. Too often a 0 sum game. Can extract value from both businesses or can be used to prioritize shareholder advantage. Most significant disruptions don’t come from competitors.\n - The dominant story of competition and competitiveness causes us to miss advantages. Reinforces that only value is created inside. \n - Value can be created by customers and is a collective process. Orientate ourselves around our customers so we can co-create value. \n\nCollaborative Advantage Framework - “Outside In” Framework - Audit provided within...","thumbnail_url":"https://img.transistorcdn.com/tuy-Vu65TF9mUCcj2kyt--m9YHQFFUMJkxUQTl68g6A/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/Lzc3ODcvMTY0ODU1/MTQ3MC1hcnR3b3Jr/LmpwZw.webp","thumbnail_width":300,"thumbnail_height":300}