Blue Ocean Strategy, the #1 global bestseller, forever changed how the world thinks about strategy. Now W. Chan Kim and Renée Mauborgne offer up a bold, new idea that will transform how we all think about innovation.

Disruption dominates innovation theory and practice. But disruption is destructive?displacing jobs, companies, and even entire industries. Are we missing better, and even bigger, opportunities to innovate and grow?

With three decades of research, the number one global-bestselling authors of Blue Ocean Strategy W. Chan Kim and Renée Mauborgne reveal another way to innovate and grow?nondisruptive creation. Just as Blue Ocean Strategy redefined the essence of strategy as creating not competing, Beyond Disruption redefines and expands the existing view of innovation by introducing a new approach?nondisruptive creation?that is free from the destructive displacement that happens when innovators set out to disrupt.

Kim and Mauborgne reveal the distinct advantages of nondisruptive creation to business and society, showing how this bold, new approach to innovation allows companies to grow while also being a force for good. With examples that cut across all sectors of the economy and a practical framework for guiding innovation efforts, this book shows:

• Why nondisruptive creation matters to all of us and why it's about to become a lot more important in the future
• How to create innovation strategies that trigger nondisruptive creation instead of disruption
• How to identify and execute on nondisruptive opportunities
• How companies can more thoughtfully pursue their growth and innovation strategies in a way that better balances business and society

A practical guide for driving innovation and growth, the rich research behind the book coupled with its frame-breaking message make it the must-read book for the next generation of innovators who want to do well and do good.

W. Chan Kim and Renée Mauborgne are Professors of Strategy at INSEAD and Codirectors of the INSEAD Blue Ocean Strategy Institute. They are the authors of the recently released USA Today bestseller, Beyond Disruption: Innovate and Achieve Growth without Displacing Industries, Companies, or Jobs; the over 4-million copy global bestseller Blue Ocean Strategy, which is recognized as one of the most iconic and impactful strategy books ever written; and The New York Times and #1 Wall Street Journal bestseller, Blue Ocean Shift. Blue Ocean Strategy is being published in a record-breaking 49 languages and is a bestseller across five continents. In 2023, on its 100th anniversary, HBR honored Kim and Mauborgne as two of its four most influential authors for their contribution to management research and ideas. In 2019 they were also named the most influential management thinkers in the world by Thinkers50. They are the founders of the Blue Ocean Global Network. For more on these authors and their new book, BEYOND DISRUPTION, see blueoceanstrategy.com.