Innovation Doesn’t Have to Be Disruptive

Disruptive innovation has proven to be such a powerful idea that the word “innovation” is often equated with the broader idea of market disruption. But that’s not always the case.

INSEAD strategy professor Renée Mauborgne says there is a way to create new markets without destroying jobs, companies, and communities. She calls this idea: “nondisruptive creation.”

Mauborgne explains how some entrepreneurs and companies have been able to grow billion-dollar businesses by creating new markets rather than displacing existing ones. She points to Square, which enables credit card transactions with a mobile phone or tablet, as one prime example.

Mauborgne also breaks down the key operational advantages that come with nondisruptive creation and explains how to spot a nondisruptive market opportunity and evaluate its potential.

Key episode topics include: strategy, innovation, disruptive innovation, growth strategy, entrepreneurs and founders.

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· Listen to the full HBR IdeaCast episode: Disruption Isn’t the Only Path to Innovation (2023)

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