Don't Compete, Create 3 Top Strategies from Creators Like Tony RobbinsDisrupt this, disrupt that. That’s the mantra of business today. And disruption is clearly one way to seize new growth. But, when you focus on disruption, you are effectively pitting yourself against existing players – many of whom have deeper pockets, wider market reach and will most likely come out slugging.
But is that the only way? And is that the wisest way? Our research suggests no. Disruption is only half the picture when it comes to how markets get created. The other more interesting half is what we call non-disruptive creation. Non-disruptive creation occurs when you create a new market where there once wasn’t any. As a result, it doesn’t heroically pit you against Goliath.
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