Nondisruptive Creation: Rethinking Innovation and Growth (MIT Sloan)

Startups are taught to seek “disruption” by destroying existing value creation chains and becoming the king of the rubble: see Uber “disrupting” taxis and AirBnB in the hotel industry. But that is a very narrow view of generating growth. The real opportunities are in creating new markets where none existed before.

https://sloanreview.mit.edu/article/nondisruptive-creation-rethinking-innovation-and-growth/