From Cooperation to Co-Creation: The Power of Cross-Sector Thinking

WIG is an independent, not-for-profit organisation with the charitable purpose of improving collaboration between the sectors for the common good. A cross-sector community of forward-thinking leaders united by a common purpose: to make the UK the best place to invest, thrive and succeed. WIG’s membership comprises over 250 leading organisations across the UK, including Cardiff University. Cardiff University alumni, Dr Neil Bentley-Gockmann OBE and Chief Executive of WIG, recently presented on the findings of the WIG 2024 State of Cross-Sector Collaboration survey at a Cardiff University Innovation Network (CUIN) event held in sbarc|spark. In this blog, Neil delves further into the insights, along with the hurdles, possibilities, and rewards of working across sectors.  

Today’s biggest challenges—economic uncertainty, technology, climate change, skills shortages, and the drive for higher productivity and innovation—are interconnected. No one sector has all the answers – but when leaders from business, government, education and civil society collaborate, they unlock new ways of thinking and working that lead to smarter, more sustainable solutions.  

We’re living through a time where the shared challenges we face—economic uncertainty, climate change, security, technological disruption—don’t sit neatly within sectors or boundaries. The solutions won’t either. That’s why cross-sector collaboration isn’t just important—it’s essential. 

Cross-sector collaboration blends the policy insight of the public sector, the agility of industry, and the trust and reach of the not-for-profit sector.  We’ve seen this in action—from universities and industry accelerating innovation, to public and private partnerships improving infrastructure delivery and digital inclusion.  

It’s not just about cooperation. It’s about co-creation—building the trust, shared purpose, and leadership capabilities needed to shape long-term prosperity together. 

A platform for changemakers

At WIG, we are committed to providing the resources and platforms necessary to foster meaningful cross-sector partnerships that drive sustainable economic growth. Our focus is always on what helps leaders lead better—whether they’re navigating today’s uncertainty or shaping tomorrow’s opportunities.

We support our member organisations in three key ways:

• We convene strategic dialogue—briefings, roundtables and events that bring together decision-makers and cross-sector leaders to build trust and exchange insights on shared policy and operational challenges. 

• We develop cross-sector leadership capabilities through programmes, mentoring, secondments and board-level placements that enable leaders with the skillset and mindset to collaborate confidently and lead with authenticity. 

•  We benchmark what works, offering deep-dive organisational raids, case studies, and insight series showcasing best practices across sectors.  

One resource we have developed recently, to help leaders navigate the complexities of cross-sector collaboration, is the Collaboration Playbook . This practical guide was developed in partnership with the Blavatnik School of Government at the University of Oxford. Informed by academic research and real-world case studies, the guide provides insights into effective collaboration practices, focusing on five critical areas where collaborations often face challenges: leadership, trust, culture, power, and learning. 

Mapping the gaps 

Our 2024 State of Cross-Sector Collaboration survey, which gathered insights from over 270 leaders across the public, private, non-profit and education sectors, revealed a strong consensus on the importance of collaboration for the UK’s economic growth.

However, it also highlighted significant gaps between intent and action:​ 

• While 92% of leaders view cross-sector collaboration as essential to economic growth, only 14% feel confident in collaborating effectively.  
• Just one-third of respondents reported having the necessary skills to collaborate across sectors.  
• Only 11% of respondents (including 16% from the education and not-for-profit sectors) rated the current state of cross-sector collaboration as “good” or “excellent,” indicating room for improvement in building effective partnerships. 
• Cross-sector leaders highlighted net-zero initiatives, long-term infrastructure delivery, public service reform, and regional economic growth as top priorities where collaboration is needed ​ 

These findings underscore the necessity of deliberate leadership and targeted support to bridge the gap between the recognised importance of collaboration and the current leadership capabilities to execute it effectively.  

Despite broad agreement on its value, cross-sector collaboration often falls short in practice—there’s a stark gap between intent and action.  

The barriers are less structural and more behavioural: misaligned incentives, clashing accountability models, and a lack of trust or shared language. Culture clashes and poor communication often derail efforts, especially when organisations don’t invest in building relationships from the outset. 

Overcoming these challenges demands a shift from siloed decision-making to shared leadership. That takes courage, time, and deliberate investment in relationships. 

From Ivory Tower to Bridge Builder 

Universities play a vital role in cross-sector collaboration—not just as research partners, but as convenors of innovation, talent, and long-term thinking. Their ability to bridge public priorities and private capability is essential for tackling complex national challenges.  

We’ve seen this through partnerships like those with Cardiff University and Eriez®, where academic expertise in signal processing has directly accelerated commercial innovation. That’s collaboration with real economic impact. 

Universities also create space for applied learning, where business, government and educational institutions can test ideas, share risks, and build the skills that drive sustainable growth. That role is even more important given the leadership gaps highlighted in our survey: while collaboration is seen as critical, two-thirds of leaders still don’t feel equipped to do it well. 

Universities can help close that gap, not only by developing future talent but by supporting current leadership. They have a powerful role to play in building the skills, evidence base, and trust needed to solve complex, national challenges. 

Shaping space, sparking connections 

Sbarc|spark is more than just a building; it’s a statement of intent. You feel it the moment you walk in: it feels like a space designed to break down silos, spark ideas and connect people who might not otherwise cross paths. It embodies the kind of environment we need more of – where innovation, research and industry come together not as a bolt-on, but by design. Speaking at the CUIN event in that setting was an absolute pleasure, not only as a proud alum of Cardiff University, but it also reinforced how powerful space can be in shaping collaboration.

Spaces like Sbarc and networks like CUIN play a vital role in turning collaboration from concept into action. They remove physical, cultural, and organisational barriers and replace them with opportunities to connect, explore and build trust. They help to overcome obstacles by creating the conditions leaders need to think beyond their sector, experiment with new ideas, and forge relationships rooted in shared purpose. 

When we bring people together with the right mindset, environment, and support, we don’t just co-create solutions, we grow the confidence and capability to lead long-term change. 

Whether you’re a policymaker, business leader, educator, or social innovator, you have a role in shaping the future. 

I look forward to working with Cardiff University to help shape a better future – one that is better for business, government, and society – for the public good. 

Further information: 

For more information on the WIG Collaboration Playbook website. 

For more information on the Cardiff University Innovation Network: Innovation Network – Work with us – Cardiff University

Find out opportunities for working with Cardiff University: Work with us – Cardiff University