Co-opetition by Adam Brandenburger and Barry Nalebuff
The two things that jumps off the page at you about this book is that it is the unlikely collaboration of a Harvard Business School and a Yale School of Management professors. The second is the uniquely coined phrase “Co-opetition”. Co-opetition is a revolutionary mindset that combines competition and cooperation the book jacket screams. It also uses one of my favorite strategies and theories “Game Theory” to elucidate on game changer strategies that are replacing some of the failed business strategies of the eighties and nineties. It has powerful implications for education.
Perhaps most interesting is the potential application of the is book to the institution of education in regard to its slow moving behemoth like structures as it looks to where the future is moving. Interestingly, the competition model used in the fifties and sixties gave slowly way to the collaboration and cooperation models of the late seventies, eighties and nineties.
Notably, in the previous eras which could support low skills with high wage jobs, competition was encouraged in the school setting. There could be winners and losers in the educational game because no conscience was needed because students who did not prosper in the institution could shuffle off to steel mills and manufacturing concerns, support their families, have the “toys” of the middle class and enjoy a relatively high quality of life. This equation changed somewhat radically during the late seventies when public institutions came under the influence of “cooperative learning”, a social theory developed by Drs. Johnson from Minnesota. In my opinion, this social theory had some of its roots in the business sector and the application in the schools emanated from employers requests to teach students how to work together, work in a work environment, get along with others and be productive.
As we moved with Title IX to making sure everyone had the same sets of opportunities as everyone else and as the civil rights movement finally began to take shape in influencing policy, the understanding of cooperation and collaboration began to take on a new meaning. The pendulum swung fully from competition to cooperation within a generation. It was almost like a conservative/liberal change or moving from a Republican viewpoint (competition is the key or cornerstone of American Democracy) to a Democratic view where the Great Society has a responsibility to care for all citizens and provide the appropriate programs and supports.
What Nalebuff and Brandenburger have accomplished in this highly intellectual informative read is to show how you need both to remain vital and flourishing in the new global economy. Key concepts in this book include: complements, added value, how to change the game, rules of the new game, links between the games and how to prepare for change.
Karl Marx is attributed as having said ” Philosophers have only interpreted the world. The point is, however to change it.” Most people think of the change as coming from changing the rules of how the game is played. They are correct. But that is only one way to change the game. Nalebuff and Brandenburger suggest the following acronym to better understand the change process” Players, Added Value, Rules, Tactics and Scope are the keys to the game changer process (PARTS)
This book, if read with intensity and purpose, will change the way you see and do business. Cui Bono? Who stands to gain? You do.
Dr. Tim Gavigan of CESA 1 located in Brookfield Wisconsin has applied this to his 14 million dollar organization and is currently using its management constructs to positive ends in the education arena.
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