The Innovator's Manifesto
Deliberate disruption for transformational growth
Disruption is a theory of innovation that explains how particular types of new products and services come to achieve success or even dominance, often at the expense of once-powerful incumbents. From the rise of the telephone in the late 19th century to automobiles for the masses in the 1920s to restaurant meals available to all in the 1950s to Intel in the 1970s, personal computers in the 1980s, low cost airlines in the 1990s and social media sites today – disruption captures the essence of the “creative destruction” that has long characterized modern American capitalism.
Disruption was first explained by Clayton M. Christensen in the bestseller, The Innovator’s Dilemma. In 2003, Christensen and coauthor Michael E. Raynor teamed up to deliver The Innovator’s Solution, a blueprint for understanding and managing the forces that influence disruption so that companies can shape high-octane business plans to create disruptive growth.
But for all this, the question remained: does disruption really work? Can disruption get beyond merely explaining the past and actually make it possible for any manager to more accurately predict the future?
Based on Raynor’s research, the answer, it turns out, is “yes.” In The Innovator’s Manifesto, Raynor is back with specific data and analysis demonstrating that disruption has predictive power. In addition, Raynor lays bare the causal mechanisms of disruption in ways that allow the newcomer to these ideas to understand and apply them quickly and successfully, even as Raynor brings new clarity and insight to the most conscientious students of disruption.
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