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The Reciprocity Advantage

How can reciprocity be an advantage?

In their 2014 book The Reciprocity Advantage, Bob Johansen and Karl Ronn explain that “reciprocity, an old concept, will be reimagined within a future context of connective technologies, generational shifts, and new organizational models to provide a distinct competitive advantage.”

To win in this world, businesses, institutions and individuals will need to:

  1. Uncover their “right-of-way”, the underutilized resources they already own that they can share with others;
  2. Find partners who can help them do what they cannot do alone;
  3. Experiment to learn through cloud-based systems; and
  4. Scale the results. Only when the business’ reciprocity advantage is desirable, viable, and own able will it work. “If it’s not scalable, it’s not worth doing” say the authors who describe technologies that make scaling up faster than ever.

“The Reciprocity Advantage is a must-read for current and rising-star leaders who are ready to disrupt their industry through radical collaboration, creating greater value for a greater number of people along the way.”

About the authors

Bob Johansen is a distinguished fellow at the Institute for the Future in Silicon Valley, where he helps top leaders around the world prepare for and shape the future. He works with corporations such as McKinsey, Tesco, UPS, Kellogg, Disney, and McDonald’s—as well as major universities and nonprofits. This is Bob’s ninth book.

Karl Ronn is the managing director of Innovation Portfolio Partners. Previously, he was vice president of Research and Development and general manager of New Business for Procter & Gamble, where he was one of the key innovators behind Febreze, Swiffer, and Mr. Clean Magic Eraser.

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