This is a quote by Phillip Evans that I found on p. 294 of Walter Kiechel's The Lords of Strategy that I come back to on occasion.

In this emerging world,” according to Evans, “the key way to think about competitive advantage is to think about how to design an ecology in such a way to achieve goals you’re trying to pursue. To say that we’re trying to design an ecology means I’m trying to shape my behavior, the behavior of people who are co-employed with me, the behavior of people who are not co-employed with me but with whom I’m collaborating, and with people who are not employed with me and with whom I’m competing.

Designing an ecology requires a fundamentally different way of thinking about relationships.