THE BOOK
What if your biggest competition was your greatest asset?
The Pie Gets Bigger: Complementors Over Competitors challenges everything you think you know about competition. Built on 20+ years of real-world strategy, this is the playbook for founders who’d rather grow together than fight over scraps.
Competition isn't the only way
Most business advice treats every other business as a threat. The Pie Gets Bigger argues the opposite: that complementors — businesses that grow alongside you, not against you — can grow the whole pie, not just fight over slices of it.
Drawing on Nikki’s 20+ years across financial services, a self-funded global startup, and a regional ag industry built on collaboration, this book is a practical reframe for any founder tired of zero-sum thinking.
What's inside
Complementors over competitors
A framework for identifying the businesses that can grow alongside yours — and how to build real relationships with them.
Real-world case studies
From Starbucks and Barnes & Noble to Airbnb and Ocean Spray — drawn from across industries, geographies, and business sizes to show that complementors over competitors isn’t just a theory. It’s how the best businesses in the world actually grow.
Practical, not theoretical
Every framework in this book comes with a real business behind it — something you can read, recognise, and apply to your own situation before you’ve even finished the chapter