Exploring Non-Disruptive Opportunities

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Innovation can extend beyond disruptive blue ocean strategies to encompass non-disruptive opportunities. While some innovations like Amazon's approach can be destructive, there are markets that are created without displacing existing industries. It is valuable to broaden the focus from disruption to considering opportunities that do not disrupt existing markets. By exploring non-disruptive avenues, businesses can venture into untapped areas and create new markets, as demonstrated by examples like pet Halloween costumes becoming a lucrative industry.

Best-selling author and economics professor Renée Mauborgne thinks that too many entrepreneurs focus on the wrong things—consumed with making their companies outperform one another as they fight for a greater share of a crowded market space. But what if entrepreneurs focused on creating new markets instead of fighting over old ones?

This week on How I Built This Lab, Renée shares insights from her Blue Ocean Strategy series to help founders crack open new opportunities. Plus, what is non-disruptive innovation and can it offset job displacement in the age of AI?

This episode was produced by Kerry Thompson with music by Ramtin Arablouei.

It was edited by John Isabella with research help from Sam Paulson. Our audio engineer was Neal Rauch.

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