In a new book with longtime collaborator W. Chan Kim, Beyond Disruption, Renée Mauborgne describes an alternative path to pursue innovation and growth. Non-disruptive creation taps into a new market outside or beyond the boundaries of existing industries, to not only drive economic growth but also have a positive impact on society by avoiding the negative aspects of disruption, like job displacement.

Together with Martin Reeves, Chairman of BCG Henderson Institute, Mauborgne discusses the rising importance of non-disruptive creation given increased sensitivity to the social impact of business. She explains the differences between non-disruptive creation, disruptive creation, and blue ocean strategy and provides tools for companies to identify and unlock non-disruptive opportunities.

Mauborgne, a professor of strategy at INSEAD, is also the co-author of the influential Blue Ocean Strategy and has been recognized by Thinkers50 as one of the World’s Most Influential Management Thinkers.

Key topics discussed: 

00:53 | What is non-disruptive creation (NDC)

08:27 | How companies can identify and invent NDCs

16:01 | The role of disruptive creation

21:08 | Challenges and capabilities needed for NDC

23:53 | AI and NDC

26:22 | Renee on coining NDC