Rather than offering disruptive breakthrough solutions to existing problems, we can focus on “nondisruptive” creation. Chan Kim & Renee Mauborgne, co-authors of Beyond Disruption, share insights on BigThink
, by W. Chan Kim and Renée Mauborgne. Reprinted by permission of Harvard Business Review Press. Copyright 2023 Harvard Business School Publishing Corporation. All rights reserved.
What we ultimately achieve through our imagination and digitally enabled power, however, is dependent on the kind of problems we set out to solve and the kind of opportunities we set out to create. Instead of confining our imaginations to offering breakthrough solutions to existing problems, which leads to disruption, the opportunity for all of us is to go beyond disruption and displacement of the old for the new, to what we have come to call.
World energy demand is on track to be 50 percent higher in 2030 than it was in 2016. What’s more, with cars increasingly transitioning from fossil fuel to electric, the demand for electricity is expected to explode.
We should also think about crucial emerging issues associated with the environment. The rising production of waste, for example, creates ecological issues such as the Great Pacific Garbage Patch, an area three times the size of France that contains more than a trillion pieces of plastic, posing safety and health issues for marine life, damaging our food chain, and destroying the ocean’s divine beauty.
We believe that nondisruptive creation, has the potential to serve as a counterbalancing and socially stabilizing economic force as domestic economies and the global economy as a whole thirst for growth but meet the new wave of radically transforming technologies on track to displace a wealth of existing core players, core markets, and current jobs. As we ponder the many challenges faced by our planet and the human race, we will need innovative market-creating solutions.
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