Stop Competing and Start Co-Creating Breakthroughs

Two small marketing firms in the same city spent months undercutting each other’s bids. Each believed they had to win clients alone, leading to scattered pitches and wasted ad spend. A chamber networking event changed everything.

Over coffee, the two owners realized their strengths were complementary: one excelled at digital strategy, the other at experiential events. They sketched a quick plan on a napkin—blend their services into a unified “360-degree campaign.” Their first joint pitch won a mid-sized brand they’d both chased separately.

Within six months, their revenue climbed 40% as clients appreciated the seamless integration. By pooling talent, they delivered richer solutions, shared costs, and opened new markets neither could have reached alone. The fierce rivalry melted away into a thriving partnership.

This illustrates game-theory cooperation: in a repeat-play scenario, collaborating yields higher payoffs than zero-sum competition. When you co-create, you expand the pie for everyone. Collaboration isn’t weakness—it’s strategic leverage for breakthrough outcomes.

Start by identifying one area where you’re directly competing with someone. Reach out to propose a small pilot collaboration that targets a shared goal—maybe co-writing an article or running a joint event. Focus on clear mutual benefits and agree on simple success metrics. Once your first project succeeds, use that momentum to explore bigger partnerships. Try pitching your first co-creation by Friday.