May 02, 2023
Disruptive innovation has proven such a powerful idea that many people no$w equate innovation with market disruption. But INSEAD strategy professor Renée Mauborgne says there’s a powerful way to create new markets without destroying jobs, companies, and communities: “nondisruptive creation.” She explains how some entrepreneurs and companies have been able to grow billion-dollar businesses that are new markets rather than displacements of existing ones. Two examples are the microfinance industry and the firm Square. And she explains how leaders can seek out these opportunities to foster profitable growth with less social harm. (For more on this idea, listen to episode 730 with Square cofounder Jim McKelvey.) With fellow INSEAD professor W. Chan Kim, Mauborgne wrote the new book Beyond Disruption: Innovate and Achieve Growth without Displacing Industries, Companies, or Jobs.