Disruption Isn’t the Only Path to Innovation

Disruptive innovation has proven such a powerful idea that many
people now equate innovation with market disruption. But INSEAD
strategy professor Renée Mauborgne says there's a powerful way to
create new markets without destroying jobs, companies, and
communities: "nondisruptive creation." She explains how some
entrepreneurs and companies have been able to grow billion-dollar
businesses that are new markets rather than displacements of
existing ones. Two examples are the microfinance industry and the
firm Square. And she explains how leaders can seek out these
opportunities to foster profitable growth with less social harm.
With fellow INSEAD professor W. Chan Kim, Mauborgne wrote the new
book Beyond Disruption: Innovate and Achieve Growth without
Displacing Industries, Companies, or Jobs.