In today’s competitive business landscape, it can be difficult for companies to stand out from the crowd. One way to do this is to adopt a new approach to innovation called nondisruptive creation.
Nondisruptive creation is a process of creating new market space that is uncontested by existing competitors. This is done by redefining the value proposition for customers, or by creating new value propositions that are not currently being offered.
The concept of nondisruptive creation was first introduced by W. Chan Kim and Renée Mauborgne in their book Blue Ocean Strategy. Kim and Mauborgne argue that traditional approaches to innovation, such as competing head-to-head with rivals, often lead to destructive competition. This is because companies are forced to focus on reducing costs and differentiating themselves from their competitors, which can lead to lower prices and lower quality.
Nondisruptive creation, on the other hand, is a more cooperative approach to innovation. Instead of competing head-to-head with rivals, companies that use nondisruptive creation focus on creating new markets and opportunities. This can be done by redefining the value proposition for customers, or by creating new value propositions that are not currently being offered.
There are a number of benefits to using nondisruptive creation. First, it can help companies to avoid head-to-head competition with existing rivals. Second, it can help companies to gain a competitive advantage by creating new markets and opportunities. Third, it can help companies to improve customer satisfaction by meeting needs that are not currently being met. Fourth, it can help companies to increase profitability by creating new sources of revenue.
There are a number of ways to implement nondisruptive creation. Some common approaches include:
Redefining the value proposition for customers: This can be done by offering new features, benefits, or services that are not currently available.
Creating new value propositions: This can be done by finding new ways to meet customer needs that are not currently being met.
Building new business models: This can be done by creating new ways to deliver value to customers, or by finding new ways to capture value.
Here are some examples of companies that have used nondisruptive creation to achieve success:
Netflix: Netflix redefined the value proposition for home entertainment by offering a subscription service that allowed customers to watch movies and TV shows online. This eliminated the need for customers to rent or buy DVDs, and it created a new market for digital content.
Airbnb: Airbnb redefined the value proposition for travel by allowing people to rent out their homes to travelers. This eliminated the need for travelers to stay in hotels, and it created a new market for short-term rentals.
Uber: Uber redefined the value proposition for transportation by offering a ride-hailing service that allowed customers to book rides with the touch of a button. This eliminated the need for customers to hail taxis or rent cars, and it created a new market for on-demand transportation.
Nondisruptive creation is a powerful tool that can help companies to achieve growth and innovation without the negative consequences of disruption. If you are looking for a way to create new market space and gain a competitive advantage, Nondisruptive creation is a strategy worth considering.
About the Authors
W. Chan Kim and Renée Mauborgne are professors of strategy at INSEAD, a global business school with campuses in France, Singapore, and Abu Dhabi. They are the authors of the international bestseller Blue Ocean Strategy, which has sold over 3.5 million copies and been translated into 39 languages.
Kim and Mauborgne are recognized as pioneers in the field of strategy and innovation. Their work has been featured in The Wall Street Journal, The New York Times, The Economist, and Harvard Business Review. They have also been featured on CNN, CNBC, and Fox Business News. In 2015, Kim and Mauborgne were named Thinkers50 Global Thinkers of the Year. They are the only people to have been named Thinkers50 Global Thinkers of the Year twice. Kim and Mauborgne’s work has had a significant impact on the way companies think about strategy and innovation. Their ideas have been adopted by companies of all sizes, from startups to Fortune 500 companies.