HBR IdeaCast

Disruption Isn’t the Only Path to Innovation

37 snips
May 2, 2023
Renée Mauborgne, strategy professor at INSEAD and co-author of "Beyond Disruption," discusses the concept of nondisruptive creation. She argues that innovation doesn't have to dismantle existing markets and jobs. Using examples like microfinance and Square, she reveals how new businesses can flourish while enhancing job stability. Mauborgne emphasizes recognizing unaddressed market needs, addressing poverty, and repurposing vacant spaces post-COVID as gateways for economic growth with less social harm.
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ANECDOTE

Square's Non-Disruptive Success

  • Jim McKelvey co-founded Square to address the problem of small businesses unable to accept credit cards.
  • Square's success demonstrates how non-disruptive creation can build multi-billion dollar businesses by expanding existing market boundaries.
INSIGHT

Non-Disruptive Creation

  • Disruption is a powerful innovation concept, but it assumes creation requires destruction.
  • Non-disruptive creation offers a way to build new markets without destroying existing ones, fostering growth and social good.
ANECDOTE

Examples of Non-Disruptive Creation

  • Microfinance, 23andMe, and esports are examples of non-disruptive creation.
  • They created entirely new markets without displacing existing industries or players.
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