The writers of the best-selling book Blue Ocean Strategy, W. Chan Kim and Renée A. Mauborgne, wrote a book called "Beyond Disruption: Innovate and Achieve Growth without Disrupting Industries, Companies, or Jobs." The book challenges the common belief that innovation is about shaking up markets and making new ones. Instead, it says that the most successful innovators are those who create value for both themselves and society by solving problems and making more chances available.
The book gives a plan for making what the authors call "blue oceans of non-disruptive creation." These are new markets that don't take business away from current ones, but instead add to and improve them. The authors use examples from different industries and areas, such as education, health care, energy, entertainment, and technology, to show how blue oceans of non-disruptive creation can be made by following four principles:
- Reimagine boundaries: Find and question the implicit beliefs that limit the scope of innovation and create new demand across different dimensions of value.
- Focus on problems: learn about customers' and non-customers' pain points and unmet needs, and offer answers that get rid of trade-offs and make people happier.
- Reach beyond existing demand: Use the untapped potential of people who aren't customers but could be if they didn't face roadblocks to joining or buying. Give them good reasons to join the market.
- Build platforms for participation: Use network effects and collaboration to increase the innovation's impact and spread and make a system where everyone wins.
The book also gives practical tools and advice for applying the framework to any industry or situation, such as the Non-Disruptive Creation Index, which measures the degree to which an innovation is not disruptive, the Blue Ocean Opportunity Finder, which helps find promising areas for creating blue oceans of non-disruptive creation, and the Blue Ocean Studio, which is an online platform that helps implement the framework.
"Beyond Disruption" is a smart and important book that looks at innovation and growth in the 21st century from a new point of view. It challenges the common story of disruption and competition and shows how innovators can create value for themselves and society by expanding the limits of markets and fixing human problems. Anyone who wants to learn how to develop and grow without displacing industries, companies, or jobs needs to read this book.
Buy this book at Amazon: https://amzn.to/3o9yQvU
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