Inside Outside

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. What is collaborative advantage? - 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.  - Businesses need to be improving people’s lives, if not, why should they exist? - See customers as primary value creators or non-profits help to create social change Examples of companies/communities/organizations moving towards collaborative advantage? - Rotterdam - Connected to other cities through the port. City water scheme is a reusable water bottle with a financial contribution to water systems