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Beyond Disruption with Renée Mauborgne

"Non-disruptive creation is when you create a new market where there once wasn't any. So there's no displacement of industries, companies, or jobs. In a sense, it's the flip side of disruption."

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


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

Additional Inspiration from Renée Mauborgne:

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