HBR On Strategy Innovation Doesn’t Have to Be Disruptive
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Oct 30, 2024 Renée Mauborgne, a strategy professor at INSEAD and co-director of the Blue Ocean Strategy Institute, challenges the notion that innovation must be disruptive. She introduces the concept of 'nondisruptive creation' as a way to foster new markets without harming existing industries. Mauborgne highlights successful examples like Square, illustrating how innovation can thrive alongside job preservation. She also discusses the advantages of this approach, encouraging a shift in mindset to spot opportunities that enhance rather than displace.
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Square's Non-Disruptive Innovation
- Jim McKelvey co-founded Square because he couldn't accept credit cards at his glassblowing studio.
- Square enabled small businesses and individuals to take credit cards via mobile, creating a new market.
Non-Disruptive Creation
- Disruption is a powerful innovation concept, but it assumes creation requires destruction.
- Non-disruptive creation offers a new path to innovation without destroying jobs, companies, or communities.
Creating New Markets
- Non-disruptive creation focuses on creating new markets rather than displacing existing ones.
- It considers unexplored problems and emerging opportunities, leading to societal and economic benefits.
