Idea in Brief
The Problem
Innovation driven by disruption generates a new market and growth, but often with terrible social costs: the destruction of existing companies and jobs and damage to communities.
The Explanation
Most innovators have taken for granted that the surest path to growth is creating a new market by destroying the existing one. That overlooks an alternative approach to innovation that doesn’t disrupt the existing industry.
The Solution
Nondisruptive creation occurs outside the boundaries of existing industries, giving rise to markets where none existed before. Thus it fosters economic growth without incurring social costs, enabling business and society to thrive together.