CHAPTER 2

Disruptive Innovation

 

“[The CEO] thinks Tesla could be a big disrupter if we’re not careful. History is littered with big companies that ignored innovation that was coming their way because you didn’t know where you could be disrupted.”

—GM spokesperson1

For Green Giants, sustainability is the springboard to innovation. These companies are not introducing incremental improvement or a greener, more ethical, socially responsible variation on the status quo. Instead, they are implementing some of the most disruptive and successful business innovations of the past decade. It’s the kind of innovation that has made all of the Green Giants regulars on the Fast Company or Forbes lists of the World’s Most Innovative Companies over the past ...

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