In this episode of The Brainy Business podcast, you will learn from Priscilla McKinney about the power of collaboration in business. Priscilla emphasizes the mindset shift required for successful collaborations. She highlights the importance of embracing different perspectives, being prepared for unexpected situations, and thinking on your feet. Priscilla also discusses the value of connections and networking, sharing her own collaboration with host Melina Palmer at an event. They demonstrate that collaboration can exist even among competitors, bringing unique perspectives and ideas to the table.  Priscilla's book, Collaboration is the New Competition, provides practical guidance on fostering collaboration within organizations. By shifting from competition to collaboration, businesses can thrive in today's interconnected world. Key takeaways include understanding people's behavior in marketing, the value of collaboration in business success, the power of networking, and the need for differentiation. This engaging and thought-provoking conversation highlights collaboration as a key driver of innovation, growth, and success in business. In this episode: Enhance collaboration and foster partnerships for increased business success. Unlock the power of mindset to drive effective collaboration. Build valuable connections through strategic networking. Shift from scarcity to abundance mindset for greater collaboration opportunities. Harness the power of differentiation to drive successful collaborations. Show Notes: 00:00:00 - Introduction, Introduction to the episode and guest, Priscilla McKinney, who is the author of Collaboration is the New Competition. 00:02:06 - Background and Expertise Priscilla shares her background as the CEO of Little Bird Marketing and her experience in anthropology. She emphasizes the importance of understanding people and culture in marketing. 00:05:01 - Personal Experiences and Cultural Anthropology Priscilla discusses how her personal experiences as a missionary's child and living in different countries shaped her understanding of collaboration, culture, and the importance of getting along. 00:07:39 - Collaboration and Marketing Priscilla explains the connection between collaboration, marketing, behavioral science, and cultural anthropology. She highlights the role of collaboration in building strong relationships and achieving success in business. 00:09:52 - Origin of Collaboration The discussion revolves around Melina's collaboration with Maru Group and Protobrand, where Will Leach connected her as the MC. They emphasize the value of collaboration and how it can overcome competition. 00:16:09 - The Value of Collaboration Priscilla discusses the value of collaboration and how her early experiences in the credit union industry taught her the importance of cooperation and sharing ideas. She emphasizes the abundance mindset and the willingness of credit unions to help each other thrive. 00:17:30 - The Power of Networking Priscilla and Melina highlight their shared experiences in the banking and credit union industry. They highlight the importance of surrounding yourself with like-minded people who are willing to collaborate and share knowledge. Priscilla emphasizes the cooperative nature of the market research industry. 00:18:57 - Opening Minds to Collaboration Priscilla encourages readers to open their minds to collaboration and challenges them to rethink their previous experiences with it. She suggests that what people may have considered collaboration in the past may not have been true collaboration. She invites readers to give it another try. 00:20:21 - Collaboration Gone Wrong Priscilla discusses the common pitfalls of collaboration, using the example of a group project in which one student ends up doing all the work while others take credit. She emphasizes the need for equity, transparency, and a desire to win for true collaboration to occur. 00:24:24 - The Framework for Collabor