Nondisruptive creation is when you create a new market without needing to tear down or displace others or your own business. There are no failed companies, lost jobs, or destroyed markets in its wake, opening a path to innovation where business and society can better thrive together. It offers the immense potential to innovate new markets where none existed before: Think of the billion-dollar industry the Square credit card reader unlocked, for example. This excerpt from Beyond Disruption: Innovate and Achieve Growth Without Displacing Industries, Companies, or Jobs details three mindsets to generate this kind of innovation and growth.
For decades, the business and corporate world has been sold on three ideas: One, we should analyze what is, to shape our view of what could be. Two, more than ever today, and even more so in the future, technology innovation is the key to market creation and growth. And three, at the heart of innovation is the lone, smart, and gut-instinct entrepreneur.