Beyond Disruption: Innovate and Achieve Growth without Displacing Industries, Companies, or Jobs

by W. Chan Kim, Renée Mauborgne

Blue Ocean Strategy , the #1 global bestseller, forever changed how the world thinks about strategy. Now W. Chan Kim and Renée Mauborgne offer up a bold, new idea that will transform how we all think about innovation and growth. Disruption dominates innovation theory and practice. But disruption, for all its power, is destructive—displacing jobs, companies, and even entire industries. Are we missing an alternative approach to innovation and growth? With three decades of research, the #1 global bestselling authors of Blue Ocean Strategy , W. Chan Kim and Renée Mauborgne, reveal another way to innovate and grow. Just as Blue Ocean Strategy redefined the essence of strategy as creating not competing, Beyond Disruption redefines and expands the existing view of innovation by introducing a new approach, nondisruptive creation , that is free from the destructive displacement that happens when innovators set out to disrupt. Kim and Mauborgne reveal the distinct advantages of nondisruptive creation to business and society, showing how this new approach to innovation allows companies to grow while also being a force for good. With examples that reach across all sectors of the economy and a practical framework for guiding innovation efforts, this book A practical guide for driving innovation and growth, the rich research behind the book, coupled with its frame-breaking message, make it the must-read book for the next generation of innovators.

Genres: Business, Nonfiction, Design

240 pages, Hardcover

Published May 2, 2023

About the author

W. Chan Kim is the Co-Director of the INSEAD Blue Ocean Strategy Institute and a Chair Professor of Strategy and International Management at INSEAD. His book Blue Ocean Strategy, co-authored with Renée Mauborgne, has sold 3.6 million copies and is recognized as one of the most iconic and impactful strategy books ever written. It is being published in a record-breaking 44 languages and is a bestseller across five continents.
Kim is ranked in the top 3 management gurus in the world in the Thinkers50 listing of the World’s Top Management Gurus. He was selected for the 2011 Leadership Hall of Fame by Fast Company magazine and was named among the world's top 5 best business school professors by MBA Rankings. He also received the Nobels Colloquia Prize for Leadership on Business and Economic Thinking. He is a Fellow of the World Economic Forum and an advisory member for the European Union. He also serves as an advisor to several countries.

Reviews

[John (LHBC) · Rating 4 out of 5]

"Beyond Disruption: Innovate and Achieve Growth without Displacing Industries, Companies, or Jobs" by W. Chan Kim and Renée A. Mauborgne is a book that delves into the fundamentals of innovation, offering a fresh perspective on how businesses can grow without resorting to disruptive practices. Released on May 2, 2023, this book challenges the prevailing mindset of disruption and opens up exciting opportunities for new thinking.

The authors highlight the increasingly complex nature of relationships among various stakeholders in both business and society, emphasizing the need for a fundamental shift in how we perceive and manage businesses. By exploring numerous examples of "nondisruptive" innovations that have proven successful, the book effectively illustrates the power of this alternative approach.

As someone familiar with the authors' previous work on the "Blue Ocean" strategy and having undergone related training at work, I found "Beyond Disruption" to be a valuable resource focused specifically on the concept. The book offers insightful knowledge on how to create new products and services without resorting to the destruction of competitors, which is a refreshing departure from traditional disruptive innovation.

However, one aspect that I found slightly overwhelming was the volume of information presented. The book covers a wide range of examples and concepts, which can be daunting for readers seeking a more concise and user-friendly approach. While the depth of information is great, a streamlined version could potentially benefit a wider audience and make the ideas more accessible.

In the end, "Beyond Disruption" provides a thought-provoking exploration of nondisruptive innovation, challenging conventional wisdom and offering practical insights. It serves as a valuable resource for individuals seeking to foster innovation in their organizations while minimizing the negative consequences associated with disruption.

[Hanie Noor · Rating 4 out of 5]

Shift your mindset and opt for a stance where economics & social good are not trade-offs.

📑Blue Ocean Strategy: simultaneous pursuit of differentiation, creating ‘blue oceans’, with no competition, to open up a new market space & create new demand.

"Beyond Disruption" serves as an extended research project into the field of innovation. The authors argue that while disruption has been a dominant theme in innovation theory & practice, it often leads to destructive outcomes, displacing jobs, companies, & entire industries. The book introduces a new approach called "nondisruptive creation," which offers an alternative way to innovate & achieve growth without the negative consequences of disruption.

Key Points:
* Nondisruptive Creation: emphasises a more balanced & sustainable approach to innovation by creating new markets & opportunities without destroying existing industries or jobs.
* Real-World Examples: multiple examples of nondisruptive innovations that have worked across industries.
* Practical Framework: practical framework as guide for aligning innovation efforts using nondisruptive creation approach.

Personally, I found it an amazing read, as it provides a fresh perspective by challenging the prevailing mindset of disruptive innovation & offering a new, thought-provoking perspective on how innovation can be achieved. Apart from concepts, it also provides a practical framework & steps for organisations to better align their innovation efforts. Given the authors' previous books, "Blue Ocean Strategy" and "Blue Ocean Shift”, this book complements their earlier ideas by exploring the concept of innovation.

While “Blue Ocean Strategy” introduced the concept of creating uncontested market spaces, "Beyond Disruption" focuses on the innovation process itself whilst positively impact communities. It serves as a valuable addition to the authors' work, offering new insights for those looking to foster innovation in a balanced and sustainable way.

In short, it encourages readers to reconsider the ways innovation is approached and executed, making it a relevant and engaging read for strategists, business owners, and those interested in business strategy and innovation alike.

[석관 김 · Rating 1 out of 5]

Innovative Way to Create Business Buzzword: Make Counter Concept to Another Well-Known Concept!

In their 2023 book, "Beyond Disruption: Innovate and Achieve Growth without Displacing Industries, Companies, or Jobs", authors of "Blue Ocean Strategy", Professors W. Chan Kim and Renée A. Mauborgne, propose a new innovation strategy called "non-disruptive creation". Non-disruptive creation refers to innovation that creates new markets outside existing industries without destroying existing industries, companies, or jobs. The authors argue that non-disruptive creation should be of interest to businesses and governments because it can avoid the negative consequences of disruptive innovation and drive positive-sum growth that benefits everyone.

But I think the real purpose of this book is to create a new business buzzword by proposing counter concept of famous scholar's existing concept. I can raise 6 points of critique as follows: First, non-disruptive creation is not a new concept. It's just a new name for a phenomenon that can be explained by existing technology life cycle theories and studies on the first mover (dis)advantages. Second, it's not non-disruptive. You don't destroy someone until you create a market, at which point competition from late entrants and disruption from the next generation of technology awaits. Third, the fact that you create a market non-disruptively does not guarantee its subsequent success. Fourth, it is difficult for governments to prioritize non-disruptive creation over disruptive innovation. This is because curtailing disruptive innovation can delay technological progress and undermine national competitiveness. Fifth, while the authors are correct in their assessment that technology is a means to innovate customer value, not an end, it should not be overlooked that many opportunities for non-disruptive creation follow major technological change. Sixth, the book suffers from biased case selection and biased case descriptions. In conclusion, comparing non-disruptive creation and disruptive innovation, which are not significantly different in nature, is an inappropriate question with no theoretical or practical utility, and the authors answer that inappropriate question with a biased answer through biased case selection and narratives.

[Chad Manske · Rating 4 out of 5]

In their groundbreaking book, "Beyond Disruption: Innovate and Achieve Growth without Displacing Industries, Companies, or Jobs," W. Chan Kim and Renée Mauborgne challenge the prevailing notion that disruption is the only path to innovation and growth. Drawing on their extensive research and experience, the authors argue that disruption, while often successful, can also be destructive, leading to job displacement, industry upheaval, and social unrest. Kim and Mauborgne propose an alternative approach to innovation, one that they term "nondisruptive creation." This approach focuses on creating new market space by redefining the boundaries of existing industries, rather than tearing down existing businesses and industries. The authors provide numerous examples of companies that have successfully employed nondisruptive creation, such as Cirque du Soleil, Starbucks, and Haier. “Beyond Disruption" is a powerful and timely book that offers a fresh perspective on innovation and growth. It is a must-read for business leaders, policymakers, and anyone interested in shaping a more sustainable and equitable future.

[Alexander Krastev · Rating 3 out of 5]

Even though I liked the “non-disruptive innovation” concept, the book is another long-form TED talk.

[Zee · Rating 2 out of 5]

Over-explains the obvious in the way typical of academic business studies without tapping into deeper or golden-nugget mental models or frameworks. Provides a handful of only somewhat useful example businesses that the reader could easily do oneself.

[M Subaiei · Rating 4 out of 5]

a very good book

This book is very informative on non disruptive innovation and how to achieve it. It is less than previous book Blue Ocean.

[Mukesh Gupta · Rating 5 out of 5]

I got a digital galley copy of this book and here is my review:

What I really liked about the book:

- Just like their previous books, this is an easy book to read, with stories and case studies and simple but profound models.
- The book is a logical extension to their previous work around Blue ocean strategy.
- The book shines a spotlight on a very important and crucial fact that we need to think more about, which is about non-disruptive innovation, which like Antifragility, helps societies and businesses get better because of the innovation instead of leaving a trail of disruption and destruction in their wake. By doing this, and because of who they are, I am sure that they will have started a ripple effect that will reverberate across the world and we start seeing established businesses and startups looking to deploy the alternate way that they recommend to grow their businesses.

What could have been better:
- I think that their preamble in the early chapters could have been shorter and more crisper. I think they tried too hard to set up the importance and relevance of the concept of non-disruptive innovation, which they need not have taken so much time and space for.

[Răzvan · Rating 5 out of 5]

citEști. „Beyond Disruption” de W.Chan Kim și Renee Mauborgne: Ce mai înțelegi azi din transformarea piețelor prin inovație disruptivă
W.Chan Kim și Renee Mauborgne, „Beyond Disruption- Innovate and Achive Growth without displacing Industries, Companies, or Jobs”, Harvard Business Review Press, 2023
CITAT „În business și în economie tânjim după o altă cală, una care să implice mai puțină distrugere și mai multă speranță.”
TEXT Ai auzit des în ultimi ani despre disruption. Uite că profesorii care ți-a propus Strategia oceanului albastru merg mai departe și caută exemple pentru o nouă raportare la peisajul reușitei. În volumul „Beyond Disruption”, W.Chan Kim și Renee Mauborgne te îndeamnă să inovezi și să obții progresul fără să distrugi domenii, companii ori locuri de muncă. Secretul? Înveți să deschizi noi câmpuri de dezvoltare pentru domeniul tău. Iar exemplele lor țin de cele mai profunde schimbări de perspectivă. De exemplu, dacă visezi la scară mare dar pornești de la detalii.
CITAT „Astăzi, o persoană obișnuită cu un smartphone și o legătură la internet are o putere informațională mai mare decât avea guvernul Statelor Unite acum treizeci de ani.”

https://www.youtube.com/watch?v=rqlwe...

[Piers Blackett · Rating 5 out of 5]

The destruction of small and creative businesses by megastores has been commonplace over the past two decades and disruptive ventures appear evermore pervasive not only in the business world but in professions and institutions. However, this phenomenon is seldom challenged. The authors have done just that by describing the issue and countering with a sound and inspiring case for non-disruptive creation. Meaningful examples are described and their unwanted effects on livelihoods are contrasted with stories of passionate, creative, and non-disruptive ventures with successful outcomes in terms of both profit and human benefit. The concept is skillfully presented in two parts answering what and why in part one, and how in part two.

[Fred Cheyunski · Rating 4 out of 5]

From Scarcity to Abundance Mindsets? - When looking for a recent business book, I came upon this title and it seemed like an apt topic to explore given the prevalence of disruption particularly since the rise of the internet (e.g. see my review of Christensen et als’ “Seeing What’s Next”). While having a passing idea of the authors' previous work, it seemed this text would bring me up to date and point toward further areas to explore. Sure enough, they allude to their previous books and the significance of this one related to addressing unmet needs, opening new markets, and “expanding the pie” with more options and possibilities.

More specifically, the book’s contents include 6 chapters in two parts. Namely, there is Part One – Non-Disruptive Creation - What it Is, Why it Matters: (1) Innovation and Growth without Disruption, (2) The Economic and Social Impact of Nondisruptive Creation, (3) The Four Sources of Business Advantage, (4) The Rising Importance of Nondisruptive Creation, (5) The Three Paths to Market-Creating Innovation and Growth. Then comes Part Two – How to Realize Non-Disruptive Creation: (6) Lead with the Right Perspectives, (2) Identify a Nondisruptive Opportunity, (3) Find a Way to Unlock the Opportunity, (4) Realize the Opportunity, and (6) Build a Better World Together. At the end of the book, there are Notes, an Index, Acknowledgements, and information About the Authors.

Aspects that stood out included, the authors’ definition, allusions to particular examples and methods for pursuing non-disruptive innovation. For instance, (in Kindle Locations 291 and 302) Kim and Mauborgne indicate such innovation includes efforts “. . . to solve a brand-new problem or create and seize a brand-new opportunity” and “ . . . a distinct concept that can universally be defined as the creation of a brand-new market outside or beyond the boundaries of existing industries.” They give many recent and more long-standing examples such as the prosthetic 3D printing facility from Not Impossible Labs in South Sudan (Location 205), Curnard’s shift from transatlantic passenger ship transport to invent the vacation cruise industry (Location 450), Sesame Street’s foray into preschool learning and entertainment (Location 504), French postal service, La Poste “Watch Over My Parents” program (Location 704), Grameen Bank’s microloans to poor women (Location 822), US Defense Department new service Spaceforce (Location 1302), Kickstarter fundraising platform (Location 1320), and GoPro action-camera industry creation (1403). Part Two essentialiy outlines and details their distilled approach.

Also of particular interest were the authors’ comments on the impacts of different types of innovation on stakeholders and dealing with technology. For example, they say nondisruptive creation is “easier for incumbents’ internal stakeholders to get behind”(Location 1453) and “largely avoids triggering negative backlash from external stakeholders.” Others may suggest different reactions such as in Freeman’s “Stakeholder Theory” and Garmus’s “Lessons in Chemistry” (see my reviews). As they say (Location 1247) “The challenge is how to reduce the negative human impact of the technological revolution without losing its benefits.”

Among the drawbacks are that the book seems repetitious at times and does not deal with what happens to non-disruptive innovations as they proceed in their own life cycles and more recent developments such as AI. For instance, I was hoping they might refer to what happens when these types of innovation face disruptions of their own such as Sessame Street with the advent of streaming and the fragmentation of the children’s TV market. Also, they refer (in Location 2142) to the “convergence of exponential technologies—from artificial intelligence and smart machines to robotics, blockchain, and virtual reality” yet they provide little in response. The question they ask (in Location 1838) “Can the creation of the technology breakthrough of AI, for example, be leveraged and deployed by innumerable firms in diverse industries to create new growth at the macro level?” remains to be answered. Books such as Suleyman’s “The New Wave” and Mayer’s “Dear Fellow Time-Binder” may be helpful in this regard (see my reviews).

Even with my criticism, this book suggests a business pathway that could be particularly helpful as we seek to progress and address the pressing issues of the day. As the authors ask (in Location 1493) “What if we could instead shift our frame of thinking from fear to hope, from a scarcity-based mindset to one of abundance?” Indeed!

[Jared Fontaine · Rating 3 out of 5]

It was good used most of the same examples from Blue Ocean Strategy etc. I just didn't see a clear picture of how you save jobs from being disrupted by AI. The book says 50 million jobs will be disrupted but not really a way to solve this problem.

The issue is that nobody cares if you are disrupted as they only care about profits as the Milton Friedman formula the book talks about. So good book but not as ground breaking as the first two books

[Manouane Beauchamp · Rating 1 out of 5]

Au bout de quelques pages, j'ai compris que la théorie des auteurs consiste à élaborer un modèle d'analyse des innovations dites "non disruptive". Autrement dit, les auteurs essayent de monter une théorie pour expliquer les innovations qui ne changent ou ne bousculent rien. Donc la question : si ça ne change rien, est-ce toujours une innovation?
J'ai arrêté de lire à la page 53.

[Rakesh Vajpai · Rating 2 out of 5]

Being a fan of the authors' earlier work on blue ocean strategy, I had high expectations from this book. Unfortunately this work comes across as a sequel with no fresh ideas or insights. Most of the success stories cited in the book suffer heavily from hindsight bias.

[Moteib Al · Rating 5 out of 5]

Fantastic

Another great book by the authors, It really answered a lot of questions regarding disruption and non disruption,
I do highly recommend reading this book

[Prabhakar · Rating 4 out of 5]

Interesting. A good sequel to blue ocean strategy. Chapter on opportunity is very much practical

[Chris Yahnker · Rating 3 out of 5]

Good ideas and concepts, but gets very repetitive.

[Nicola De Filippo · Rating 4 out of 5]

It good book, but i think could be shorter

[Brendan Brooks · Rating 4 out of 5]

Very thought-provoking, innovative thought-provoking, opportunity thought-provoking.

[John Stinebaugh · Rating 3 out of 5]

This is a great concept but it doesn’t feel enough for a full book. So many anecdotes and stories were repeated it felt like filler and didn’t demonstrate anything new.

[Eddie Chua · Rating 4 out of 5]

Innovation, creation need not be disruption of the market. Finding solutions to demands, to bring greater creation, synergy and cooperation.

[Greg · Rating 5 out of 5]

This book explans the concept of nondisruptive creation in a clear and comprehensive way. Supported by facts and business stories, the book provides an outstanding guide on how companies can be successfully creative without provoking opposition from anyone.

[Mirek Jasinski · Rating 4 out of 5]

It is a good read but it is not disruptive, as it does not make a revolution in your head. The authors, seemingly have exhausted the possibilities of creating blue oceans through differentiation and are suggesting that while innovating you should change the question "what should I do?" into "what can I do?".

[Ganesh Subramanian · Rating 5 out of 5]

Beyond Disruption by W. Chan Kim is a compelling examination of the power of innovation in the modern business landscape. The author provides a thought-provoking analysis of how companies can not only survive but thrive in a world of rapid change and disruptive technologies.

The book's strength is its emphasis on the need for businesses to embrace a mindset of constant innovation. Traditional business models and strategies are becoming increasingly obsolete, and companies must adapt to the volatile and uncertain environment they operate. Numerous examples of companies that have successfully disrupted their industries through innovative thinking and execution are interspersed throughout the book.

The author borrows from the concept of "blue ocean strategy" which he introduced in his previous work. He explores how companies can create uncontested market spaces, thereby rendering competition irrelevant. He highlights the importance of value innovation, where companies simultaneously pursue differentiation and low cost, to create new market demand.

The book is well-researched, drawing on a wide range of case studies from various industries. The writing style is clear and accessible, making complex concepts easily understandable for both business professionals and general readers.

More importantly, the book is highly actionable. The provides practical frameworks and tools that business leaders can apply in their organizations to foster a culture of innovation and navigate the challenges posed by disruptive forces.

To conclude, Beyond Disruption is a must-read for anyone seeking to navigate the rapidly changing business landscape. The insights are invaluable, and the emphasis on innovation as a core driver of success is both timely and compelling. This book will undoubtedly inspire and guide business leaders in their pursuit of sustainable growth and competitive advantage.