It’s time to dispel the myth that innovation must be disruptive. Non-disruptive creation is an alternative path to growth.
Many have come to view disruption as a synonym for innovation. But is disruption the only way to innovate and grow? Is it even the best way? Writing for MIT Sloan Management Review, W Chan Kim and Renée Mauborgne say a single-minded focus on disruption leads companies to overlook another, more important building block of innovation and growth: non-disruptive creation.
Most companies remain stuck in the mindset that in order to create you must disrupt or destroy. But non-disruptive creation offers a new way of thinking about what’s possible. It highlights the huge potential for creating new markets where none existed before. This is creation without disruption or destruction. All the demand generated by this kind of innovation is new.