Renée Mauborgne: The Beauty of Non-Disruptive Innovation
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The content segments discuss the concept of non-disruptive innovation and its potential benefits. Renee Mauborgne, the co-author of "Blue Ocean Strategy" and author of "Beyond Disruption: Innovate and Achieve Growth Without Displacing Industries, Companies, or Jobs," emphasizes the importance of exploring non-disruptive opportunities alongside disruptive ones.
Mauborgne explains that while disruption has been the traditional approach to innovation, there is also a viable path of non-disruptive creation. She mentions Reed Hastings, the founder of Netflix, as an example of someone who chose the disruptive path by creating a new business model that disrupted the traditional video rental industry. However, Mauborgne emphasizes that there are many non-disruptive opportunities that entrepreneurs often overlook.
Her latest book encourages executives and entrepreneurs to consider both disruptive and non-disruptive options when coming up with ideas for businesses. By exploring non-disruptive opportunities, they can tap into a huge opportunity space without having to take on established players or displace existing products or services.
Mauborgne suggests identifying existing problems that have been overlooked or accepted as part of life. She emphasizes the importance of assessing the size of the market and the level of pain or need that people have for a solution.
She also suggests that established companies may not think of creating non-disruptive solutions because they are satisfied with their existing cash flows and don't feel the need to disrupt their own businesses. However, she argues that pursuing non-disruptive creation allows companies to pursue economic gain without causing social displacement or harm.
Mauborgne clarifies that non-disruptive creation is not about undermining the value of disruption. It is about expanding the horizon of thinking and exploring the other half of the market that has been ignored. She highlights the benefits of non-disruptive creation, both economically and socially, as it avoids shuttered companies, harmed communities, and the associated social and human costs.
She also shares examples of non-disruptive responses to disruption, such as Cunard reconceiving the idea of a cruise and the French post office providing human connection services. These examples highlight the power of non-disruptive innovation as a response to disruption, allowing companies to reconceive their value proposition and find new ways to meet customer needs without displacing existing industries.
The content segments discuss the concept of non-disruptive innovation and its potential benefits. Re