Disruption dominates innovation theory and practice. But disruption is destructive-displacing jobs, companies, and even entire industries. Are we missing better, and even bigger, opportunities to innovate and grow? With three decades of research, the number one global-bestselling authors of Blue Ocean Strategy W. Chan Kim and Renée Mauborgne reveal another way to innovate and grow-nondisruptive creation. Just as Blue Ocean Strategy redefined the essence of strategy as creating not competing, Beyond Disruption redefines and expands the existing view of innovation by introducing a new approach-nondisruptive creation-that is free from the destructive displacement that happens when innovators set out to disrupt.