Green Innovation Shows New Markets Don’t Have to Be Disruptive

Contrary to popular belief, companies can create innovative solutions that address environmental challenges for society while delivering immediate economic benefits for themselves - it doesn’t have to be either or. Nondisruptive creation, an approach to innovation that is comfortably familiar without being fully familiar, could open up a profitable path for industries while you address environmental concerns, allowing you to achieve positive-sum outcomes for your company, your industry, and society without compromising either or.