The Strategic Edge of “Cooperatition”: Rethinking Competition in High-Growth Markets

After being a management consultant for over 17 years, I have come to believe in the power of breaking the rules when it is strategic. At Anavo, one way we pursue this is what we call “cooperatition”, the combination of cooperation and competition.  In other words, cooperating with trusted competitors to achieve stronger outcomes than you could achieve on your own. Since most businesses are obsessed with protecting turf, this approach often raises eyebrows. But for companies seeking bold growth, embracing cooperatition can unlock powerful opportunities.

Cooperatition is not about diluting your value proposition—it’s about amplifying it through trust and smart collaboration. This can mean using a competitor’s excess capacity when yours is maxed out or allowing a competitor to leverage your unique capabilities with their customers and doing the same in return.  These relationships can create efficiencies and open new revenue streams. We’ve helped clients co-develop offerings, co-sponsor events, and even share specialized talent pools in ways that accelerated everyone’s growth.

At Anavo, we challenge clients to redefine what it means to “win.” Sometimes, victory doesn’t come from locking out rivals but from linking arms with them. That takes guts, clarity of vision, and the emotional intelligence to navigate boundaries and expectations. It also means being intentional—choosing partners who share your values and mindset.

Of course, not every competitor is a cooperatition candidate. That’s where discernment comes in. We help our clients explore the risks, set up guard rails, and quantify the upside. When executed with care, cooperatition isn’t just an interesting idea—it can be a growth multiplier.

If your growth strategy feels hemmed in by traditional thinking, maybe it’s time to redraw the rules. Get together with your leadership team to explore ways to turn bold thinking into bold results, including how cooperatition could be your next strategic advantage.