Non-Disruptive Creation: Innovation and Growth Without Disruption

In the realm of business, many people have come to view disruption as a near-synonym for innovation. But is disruption the only way to innovate and grow? And is it the best way? In an excerpt from their latest book, the authors of Blue Ocean Strategy suggest the answer is No. They argue and that the overriding focus on disruption has led us to largely overlook another avenue of innovation and growth-one that is at least as important. 'Non-disruptive creation' involves creating new markets without disrupting or displacing other companies. Presenting examples including Sesame Street, the men's cosmeceutical industry and smartphone accessories, they show that this approach has immense potential to create brand new markets where none existed before.