"The biggest opportunities - and the biggest profits - don't come from playing the game differently. They come from changing the game itself .... Changing the game itself is the essence of business strategy."
Co-opetition: A Revolutionary Mindset that Redefines Competition and Cooperation: 2. The Game Theory Strategy That's Changing the Game of Business, by Adam M. Brandenburger, Barry J. Nalefuff, 1996.
