ABSTRACT
Collaboration is the key to unlocking our potential as the generation which takes these problems out of the 'too difficult' box and works out how to solve them, together. The cost–benefit judgement depends on understanding the potential collaborative advantage: extra people can achieve by working with others, rather than working alone. So collaborative advantage is that truly sweet spot, when not only do people meet goals of own that they wouldn't be able to otherwise, they can also make things better for people and the planet. If the potential collaborative advantage is not high enough, or people can achieve their goals just as well working alone, then it may be that collaboration is not the best approach. A breakthrough came when a small group of fishing and seafood processing companies began to see that their own interests, of retaining economically viable fisheries and into the future, could be met only through collaboration in a green-business enterprise offering market-based incentives.
