The Reciprocity Advantage

PREFACE

Reciprocity and advantage—long thought of separately—will become increasingly synergistic. The next competitive advantage will be reciprocity advantage. This book shows you how to create a reciprocity advantage for your business.

The disruptions of the next decade will require organizations to think about and practice reciprocity on a massive scale. Now is the time to move, to ride the coming disruptions to your own benefit—and to the benefit of others.

Reciprocity will be key to business growth in the future. If you can create a reciprocity advantage, you will be able to grow your business in new ways. You may not have to do so right now, but you will within a decade. This is a future you cannot avoid.

Reciprocity is a means for disruptive ...