What Innovators Who Create New Markets Do Differently

Nondisruptive creation is when you create a new market without needing to tear down or displace others or your own business. There are no failed companies, lost jobs, or destroyed markets in its wake, opening a path to innovation where business and society can better thrive together. It offers the immense potential to innovate new markets where none existed before: Think of the billion-dollar industry the Square credit card reader unlocked, for example. This excerpt from Beyond Disruption: Innovate and Achieve Growth Without Displacing Industries, Companies, or Jobs details three mindsets to generate this kind of innovation and growth.