Podcast
How I Built This with Guy Raz
The book discusses the disruption approach and how it is not always the best approach for companies. It suggests that non-disruptive creation is a better way to create new markets by focusing on problems that are not currently being addressed.
Your new book, your latest book is called Beyond Disruption.
— Episode: Less competition, more creation with Ren...
Episode: Less competition, more creation with Renée Mauborg...
The book discusses the disruption approach and how it is not always the best approach for companies. It suggests that non-disruptive creation is a better way to create new markets by focusing on problems that are not currently being addressed.
Your new book, your latest book is called Beyond Disruption.
So actually, our view is that disruption and what we talk about beyond disruption, we have this idea called non-disruptive creation or non-disruptive innovation when you create a new market beyond the bounds of an industry.
But what we started to find out in our research, we saw, yes, some cases of opening a blue ocean are disruptive like Amazon's blue ocean, but it's disruptive.
And what we're saying is you can broaden your horizon to not only look at disruption, but look at this non-disruptive opportunities as well.
It's not to take disruption down, but to open up this other part, the other end of the innovation spectrum and say, let's not forget about this too.
