The Book

“Exciting growth markets of tomorrow are small today.”

“In disruptive circumstances – commercialize simpler, more convenient product that sells for less money and appeal to new or unattractive customer set – so entrants likely to beat incumbents.”

“…disruptors – when gain foothold in new or low-end markets, improvement cycle begins – on path that will ultimately crush incumbents.”

This groundbreaking book reveals that innovation is not as unpredictable as most managers have come to believe. Although the outcomes of past innovations seem random, the process by which innovations are packaged and shaped within companies is very predictable. By understanding and managing the forces that influence this process, companies can shape high-octane business plans that create truly disruptive growth. Drawing on years of in-depth research and using new theories tested in hundreds of companies across many industries, the authors identify the processes that create successful innovations and show managers how to tailor their strategies to the changing circumstances of a dynamic world.

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