That marketing and business is all about finding and maximising your competitive advantage has always been the accepted way to win.
But what if it was really about collaborative advantage? Paul Skinner, author of “Collaborative Advantage”, and Jossy Pilgrim, Planning Director at HeyHuman, debate if the idea of competitive advantage has had its day.
Neil, Paul and Jossy apply their different experiences and expertise to the question and explain why the answer is “probably yes”.
Tune in and learn:
- Why competitive advantage is no longer relevant
- The difference between competitive and collaborative advantage
- How to use collaborative advantage to make a difference for your business and brands
We live our lives assuming understanding of people and our world. The same is true for marketing. But most of these assumptions are probably wrong, and marketing science and expertise explains why. This series challenges our existing knowledge and considers the implications and opportunities of realising that it’s probably wrong.