The Benefits of Innovation That Isn’t Disruptive

Disruption is not the only path to innovation and growth. Creation without disruption or nondisruptive creation is about creating a new market outside or beyond existing industry boundaries, and has its own organizational and business advantages. In this article, the authors outline four advantages to opting for this nondisruptive route: 1) It allows you to avoid direct confrontations with established incumbents. 2) It is an effective way to respond to full-on disruption. 3) It makes it easier to secure support from internal stakeholders. 4) It largely avoids backlash from external stakeholders.