The Ways to New

Chapter 2Disrupt the Way You Innovate

We need to fight against the widely held view that Disruption is destruction.

Some think that our only choice lies between incremental, evolutionary strategies at one end and revolutionary but destructive strategies at the other. In truth, a whole range of strategies is available to us, so that corporations can improve market share by adopting a disruptive approach, without going so far as destroying their marketplace. Not everyone has to be Uber or Airbnb.

Having said that, many of today's marketing departments appear to satisfy themselves with only incremental innovation. They do what they can to make marginal improvements. But disruptive innovation, though more demanding of imagination and commitment, also always turns out to be more fruitful. Not only does disruptive innovation create top-line growth, it also has a powerful impact on the bottom line.

Innovate against, Innovate for, Innovate with

So how does the Disruption methodology help? The answer is easy. It makes you think in many different ways.

Generally, most people innovate against or they innovate for. People innovate either where they think change is needed or because they believe they have something new to offer. In 1984, Apple innovated by challenging IBM. That was innovating “against.” Sixteen years later, in 2000, Apple was no longer an outsider. It had become a global leader: it was bringing the fruits of its amazing inventiveness to the world. It was innovating “for.” ...