In a new book with longtime collaborator W. Chan Kim, Beyond Disruption, Renée Mauborgne describes an alternative path to pursue innovation and growth. Non-disruptive creation taps into a new market outside or beyond the boundaries of existing industries, to not only drive economic growth but also have a positive impact on society by avoiding the negative aspects of disruption, like job displacement.

Together with Martin Reeves, Chairman of BCG Henderson Institute, Mauborgne discusses the rising importance of non-disruptive creation given increased sensitivity to the social impact of business. She explains the differences between non-disruptive creation, disruptive creation, and blue ocean strategy and provides tools for companies to identify and unlock non-disruptive opportunities.

Mauborgne, a professor of strategy at INSEAD, is also the co-author of the influential Blue Ocean Strategy and has been recognized by Thinkers50 as one of the World’s Most Influential Management Thinkers.

Key topics discussed: 

[00:53] What is non-disruptive creation (NDC)
[08:27] How companies can identify and invent NDCs
[16:01] The role of disruptive creation
[21:08] Challenges and capabilities needed for NDC
[23:53] AI and NDC
[26:22] Renee on coining NDC

Transcript: 

If you’d prefer to read this conversation, you can download the AI-generated, lightly edited transcript here.

Additional Inspiration from Renée Mauborgne:

• Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant (Harvard Business Review Press, 2015)
• Blue Ocean Shift: Beyond Competing – Proven Steps to Inspire Confidence and Seize New Growth (Hachette Books, 2017)