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.

HBR On Strategy curates the best case studies and conversations with the world’s top business and management experts, to help you unlock new ways of doing business. New episodes every week.

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

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