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Here's what people who have read The Reciprocity Advantage are saying about it.


"In Reciprocity Advantage Bob Johansen and Karl Ronn share some practical insights in how to make your business model more future proof, now and for generations to come simply by driving the power of true relationships to higher levels."

– PAUL POLMAN, CEO, Unilever


"In a world where the pace of change is accelerating, this book is a required reading for business leaders trying to connect foresight into insight and insight into action."


– CARLOS BRITO, CEO, Anheuser-Busch InBev




“In this groundbreaking work, Bob Johansen and Karl Ronn set forth nothing less than a blueprint for the future. The Reciprocity Advantage is an up-to-the-minute analysis of what business has to abandon and what it has to embrace in order to achieve success in a world where disruption is increasingly the norm. The book is indispensable reading for business leaders whose survival depends on staying ahead of the curve. In other words, all of us.”


– BRUCE D. BROUSSARD, President and CEO, Humana Inc.




“Read The Reciprocity Advantage if you want to understand how to leverage the disruptive technologies and ideas of the network age to design the winning businesses of the future.” 


– TIM BROWN, President and CEO, IDEO




“The Reciprocity Advantage presents a provocative new recipe for innovation and sustainable growth. Instead of guarding all of your assets, you should give some of them away. With rich cases and practical recommendations from a futurist and an innovator, this excellent book sets the stage for companies to learn more and profit more.”


– ADAM GRANT, Wharton professor and author of Give and Take




For a long time believer of giving and reciprocity in my personal life it is very encouraging and refreshing to see how reciprocity is becoming a business advantage. A must read of the year!


– GUANGYU LI, Senior Partner, McKinsey & Company, Greater China Office




Johansen and Ronn grabbed and held my attention with wonderful cases ranging from Apple’s App Store to the Global Food Safety Initiative.  They blend these cases with their decades of deep experience to provide a playbook of concrete and tested methods for putting The Reciprocity Advantage to work in your organization. 


– ROBERT I SUTTON, Stanford Professor and co-author of Scaling Up Excellence




“This is a thinker’s book that will make companies and leaders face the future with
potential answers rather than uncertainty. A practical read from start to finish.”


– NIGEL TRAVIS, Chairman and CEO, Dunkin’ Brands



“If your business is squeezed by ever-tightening margins and confronted daily by
disruptive forces, understanding your reciprocity advantage will open you to the
potential of nontraditional partnerships as a path to large-scale growth.”




“Few industries have been more disrupted by the Internet than news media and
print publishing. This new ‘how to’ guide provides a road map that can allow
publishing companies to become disruptors and create a bright future for themselves
and the people they serve.”

BILL TOLER, CEO, Swift Communications



“In The Reciprocity Advantage, Ronn and Johansen provide a new golden rule for
business: give to grow and share to scale. A must-read.”

SCOTT ANTHONY, Managing Partner, Innosight, and author of

The First Mile and The Little Black Book of Innovation



“Every winning strategy is based on a compelling insight, and The Reciprocity
Advantage is loaded with insight. Capturing a reciprocity advantage will be the
next strategic advantage.”

WILLIAM G. PIETERSEN, Professor of the Practice of Management,

Columbia Business School, and author of Strategic Learning



“Bob Johansen and Karl Ronn have produced a book that offers masterful insight
into one of the defi ning features of today’s world: advantage through reciprocal
value creation. Our old win-lose models are no longer fi t for purpose. The best
businesses today are aiming higher. Bob and Karl’s vision will help any leader
unlock new forms of value with new thinking.”

ARON CRAMER, President and CEO, Business for Social Responsibility



“The Reciprocity Advantage is required reading for my Marketing for Social Profi t
students. It gives readers at all levels of business experience perspectives and actionable
information to enhance business and innovation results. Anyone interested
in growing and making a positive collaborative impact should read this book.”

LINDA L. GOLDEN, Marlene and Morton Meyerson Centennial Professor

in Business,The University of Texas at Austin



“With their uncanny knack for seeing the future, Bob Johansen and Karl Ronn offer
a priceless gift—a fresh, practical strategy for collaboration that can advance
both margin and mission in organizations of all kinds. Leaders at every level will
benefit from their wisdom.”

JOHN R. RYAN, President and CEO, Center for Creative Leadership




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