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Nondisruptive Creation: Rethinking Innovation and Growth By: W. Chan Kim…
Nondisruptive Creation: Rethinking Innovation and Growth
By: W. Chan Kim and Renée Mauborgne
Some see disruption as a synonym for innovation
innovation must be disruptive is a myth
Create without destroying
Nondisruptive creation
advantages over disruption
All around us
Disruption occurs when an innovation creates a new market and business model that cause established players to fall.
Industries think that disruption is the only way
Destroy to create
it can happen in developed nations or developing countries
Nondisruptive creation is a key to innovation an growth
Non disruptive innovation doesn't affect existing markets or products
Schumpeter,
creative destruction occurs when an innovation creates a new market that displaces an earlier technology or an existing product or service.
No social pain
in the 4th industrial revolution human must use a non disruptive strategy
Companies must not focus only in disruption, this creates advantages
Making execution emotionally and politically easier
Offering a good counterresponse to disruption
A Growth Model of Innovation Strategies
Redefining an existing problem and solving it
Balanced
Identifying and solving a new problem
Non disruptive
Breakthrough solution to an existing problem
Disruptive
When innovation strikes there is a balance between non and disruptive techniques
We need a model that recognizes and embraces both disruptive and nondisruptive creation
different strategies
Use best of both worlds
Pursue innovation
Identify and solve a brand-new problem or seize a brand-new opportunity
Redefine an existing industry problem and solve the redefined problem.
Offer a breakthrough solution to an industry’s existing problem
Think in innovation in a distinctive way:
Follow three steps
Step two is to understand which organizations or industries would typically address the problem or opportunity and to figure out why they have overlooked it.
The third step is to look for new technologies, platforms, and/or methods that allow you to solve the problem or seize the opportunity in a high-value, low-cost way.
First, they tend to think deeply about burning but overlooked issues in the world, in their industry, or in their vocation that they truly care about and that people or organizations are struggling with.
Innovation brings new opportunities
Innovation brings new trends to the industry
expansive view = chance to improve the world