A powerful new kind of competitive advantage is now possible thanks to
technological and social disruptions that are already occurring. These
disruptions revolutionize how companies can partner to create new
growth. The Reciprocity Advantageshares a model for creating that
growth: define your right-of-way (the underutilized resources you
already own that you can share with others), partner to do what you
can't do alone, experiment to learn, and scale the new business at low
risk.
Reciprocity and advantage are words that are not normally seen together,
but reciprocity--giving now to get later--will become a normal part of
winning in the future. The Reciprocity Advantage shows you how to
leverage new forces like digital natives and cloud-served supercomputing
now into massively scalable, profitable, incremental growth for your
business. Provocative and pragmatic, leading ten-year forecaster Bob
Johansen and experienced business developer Karl Ronn describe how to
lean in to disruptions to create new growth for your business. They
include actual cases showing early successes for a range of companies
and nonprofits like IBM, Microsoft, Google, Apple, and TED. They then
provide key exercises to define your promising new ideas and nurture
them into healthy new businesses. Their recommendations are based on
practical experience in managing the problems of new business creation
and many years of helping others see the future more clearly. Distilled
from hands-on work, this book gets you started today on creating your
own reciprocity advantage.
