With a big new idea that will transform how people think about innovation and disruption in the same way that Blue Ocean Strategy changed how the world thinks about strategy and competition, Kim and Mauborgne argue that disruption is not the only, or even the best, way to grow your company. Leaders miss bigger market-creating opportunities when they focus solely on disruption?and, through disruption, they destroy people's careers and livelihoods as markets and companies tumble. As customers, employees, and investors increasingly demand that companies be more accountable to all stakeholders, Kim and Mauborgne give leaders a new perspective and tools to transform their approach to innovation: away from market-destroying to market-creating innovations that achieve profitable growth and greater good for all.Introduces a new approach to innovation that is tailor-made for a world, and economy, in transition: Nondisruptive creation is positioned to play an increasingly important role in companies and our economy as smart machines and AI become more ubiquitous. It allows organizations to pursue their individual growth without imposing social adjustment costs on our communities. All the jobs it creates are additive, not net. In this way, nondisruptive creation is an affirmative step to make sure that everybody comes along as our economies transition.Practical, relevant, and applies broadly: A surprising, counter-intuitive, yet amazingly commonsensical approach to innovation, so much so that you wonder how the world has largely missed this observation and understanding. It also offers a pathway to innovation that is as inspiring as it is practical not only for companies but for governments and public policy as well. Whether a company offers a product or service, whether it is designed for consumers (B2C) or for companies (B2B), or for non-profits, the principles and practices in this book apply.Covers the What, Why, and How: Starting with compelling examples of nondisruptive creation ? and the idea that nondisruptive creation is not meant to detract from or displace the existing theory or practice of disruption, but rather to complement it by opening up the other half of innovation opportunities available to all of us?the book focuses on the How: How do you unlock and execute nondisruptive creation and build a mindset for success of nondisruptive creation, and which areas are ripe for nondisruptive creation now and in the future.Unveils New Analytical Tools: Just as Blue Ocean Strategy gave leaders new analytical tools for strategy and for finding blue oceans, this book gives them a new set of analytic tools to see and act on nondisruptive opportunities and scale them in the market.Lively, Instructive Examples: Fascinating case studies drawn from the authors' research data base will be woven throughout to bring the points to life, highlighting what works and why and how anyone can take these insights and start to apply it for themselves. They include Truepic, Pfizer, Kickstarter, Sesame Street, and companies in industries such as online dating, life coaching, air-to-ground communication, men's cosmeceuticals, and even pet Halloween costumes.Audience: Leaders and aspiring leaders, anyone responsible for growing an organization or for innovation.Professionals at all levels across the for-profit, non-profit, and government sectors.Entrepreneurs.Students, including the MBA and Exec Ed market, and degrees in social policy, technology and engineering.Broader audience of those interested in the future of business.