USA TODAY BESTSELLERBlue Ocean Strategy the 1 global bestseller forever changed how the world thinks about strategy. Now W. Chan Kim and Renamp233eacutee Mauborgne offer up a bold new idea that will transform how we all think about innovation and growth.Disruption dominates innovation theory and practice. But disruption for all its power is destructivedisplacing jobs companies and even entire industries. Are we missing an alternative approach to innovation and growthWith three decades of research the 1 global bestselling authors of Blue Ocean Strategy W. Chan Kim and Renamp233e Mauborgne reveal another way to innovate and grow. 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 new approach to innovation allows companies to grow while also being a force for good. With examples that reach across all sectors of the economy and a practical framework for guiding innovation efforts this book showsWhy nondisruptive creation matters to all of us and why it is likely to become even more important in the futureHow it complements disruption and how you can identify and execute on nondisruptive opportunitiesHow companies can more thoughtfully pursue their growth and innovation strategies in a way that better balances business and societyA practical guide for driving innovation and growth the rich research behind the book coupled with its framebreaking message make it the mustread book for the next generation of innovators.