All the disruption that has occurred in the world in the past has left us and our organizations wounded and exhausted, and we are constantly feeling anxious and uneasy.
So we've been longing for a new, less destructive and more hopeful path forward for business and the economy.
A path that transcends the conflict between economic growth and social benefits, clashing and ultimately dividing them, will allow business and society to move in lockstep and prosper together.
In this book, we aim to suggest a path that can achieve both innovation and growth.
It's the path to new industries, new jobs, and profitable growth.
A path where no companies close, no communities are hurt, and no jobs are lost in the aftermath of destruction.
We call this path 'nondisruptive creation.'
On this path, everyone can innovate and grow without experiencing destruction or social suffering.
---From the "Preface"

So our authors dug deeper.
For the past two decades, "disruption" has been the battle cry in the business world.
'Destroy this.
Destroy that.
'If you don't destroy, you perish.' This call for destruction resonated throughout Silicon Valley, in the boardrooms of major corporations, in the media, and at business conferences around the world.
Corporate leaders have been warned time and again that disrupting their industries, even their own companies, is the only way to survive and grow.
Naturally, many people came to think of 'destruction' as synonymous with 'innovation'.
But is disruption the only way to innovate and grow? Is it the best way? Our research and various innovation cases suggest otherwise.
Many people talk about destruction.
Destruction is certainly important and is widespread around us.
But the over-focus on destruction has led us to neglect other avenues of innovation and growth.
We believe that another path is just as important as destruction.
That path means creating new markets without destruction or replacement.
We came to think of this as 'non-destructive' creation.
Non-disruptive creation creates new industries without putting companies out of business, eliminating jobs, or disrupting markets.
It offers tremendous potential to create new markets that never existed before.
If we better understand the innovations that create new markets and how they work, we can better prepare to achieve them.
---From "Innovation and Growth Without Destruction"

Microfinance changed that.
In 1983, Yunus officially founded Grameen Bank.
The world's first microcredit bank, it provided very small loans to the poor.
By solving a problem long ignored, microcredit has enabled people who previously had no access to capital to create new small businesses, new jobs, higher living standards, and hope.
This non-disruptive move (in blue ocean strategy, the object of analysis is not a company or a person, but a strategic move - translator's note) created a new market called microfinance without replacing other industries.
Microfinance has grown into a multi-billion dollar industry with a current loan repayment rate of 98%, and there is significant potential for future growth.
As Yunus said, microcredit cannot eliminate all poverty.
But by lifting many out of severe poverty, it is helping build a fairer and more prosperous future for all.
---From "Three Ideas That Changed the World"

Disruptive and non-disruptive creation are at opposite ends of the innovation spectrum of creation and growth, which creates and grows new markets.
Non-disruptive creation means creating a new market 'outside' or 'beyond' the boundaries of existing industries, while disruptive creation means creating and expanding a new market 'within' the boundaries of existing industries.
A key factor that distinguishes the two is their impact on the economy and society.
Disruptive creation can result in either a winner-takes-most economic outcome or a win-lose game where new things emerge to replace existing companies and jobs.
Here, growth through the creation of new markets leads to industrial and social destruction, such as the replacement of existing markets and the businesses and jobs within them.
And this destruction forces economic and social interests into a trade-off as the world adapts to this replacement.
In contrast, non-disruptive creation creates something new without disrupting existing markets and the businesses and jobs associated with them.
It creates positive-sum growth because there are no winners and no market participant is disadvantaged.
That is, it does not cause destruction or suffering to industry and society, and helps to narrow the gap between economic and social benefits.
---“Among the spectrum of innovations that create markets,

Consider the following example:
Netflix vs. Blockbuster, Amazon vs. bookstores or the retail industry, Uber vs. taxis, airplanes vs. transatlantic ships.
There are many other examples across different industries and time periods.
They have three main elements in common:
First, they are all examples of destructive creation.
If you read articles, reports, executive interviews, or investment analysis reports about these companies, the word most often used to describe this dynamic is "disruption."
Second, they all reflect a clear winner-loser situation.
Third, even when it benefits consumers, it imposes painful adjustment costs on society.

---From "The Economic and Social Impact of Nondestructive Creation"

First, like destruction, non-destructive creation provides attractive value to buyers, whether individual consumers or corporate customers.
It changes lives in a positive way, and a new market is created when people buy or use the product or service.
But if you don't provide attractive value, new markets won't form.
This is a prerequisite, as is destructive creation.
For example, the non-disruptive movement created by [Sesame Street] presented new opportunities for families.
It allows preschool children to learn important skills like colors, shapes, the alphabet, and listening while watching the program, all from the comfort of their own home.
Parents can now take a short break from worrying about their children and take a shower or do housework.
The mix of fantasy and reality, exciting songs and playfulness, and the colorful and lovable Muppets also captured the hearts of children.
Children naturally entered the world of early education.
Look at 3M's Post-it notes.
People find Post-it notes to be a very attractive product.
These little pastel-colored memos not only stick well anywhere, but once they're stuck, they're unlikely to fall off.
However, when you try to remove it, it can be removed without any effort and does not leave any marks.
It's common to see people using Post-it notes for the first time being amazed as they stick them on, take them off, look at the paper from the front and back, and stick them on again.
We all know because we've all done it.
Post-it notes, used for reminders and notes, have become an essential tool in companies, schools, and homes.

---From "When Market-Creating Innovation Produces Positive-Sum Results"