Main principle

When companies work together, they can create a much larger and more valuable market than they ever could by working individually.
Industry players should therefore focus more on ‘growing the pie’ than ‘splitting up the pie’.
After all, it’s better to own 20 percent market share of a $10 billion market than to own a 75 percent share of a $2 billion market.
Real long-term business success comes not solely from competing successfully within your current industry (playing the game), but also from being an active participant in shaping the industry’s future (changing the game to your own advantage).