Disruptive innovation is not a tactic. It’s a mindset.


Quote: Richard Branson, The Money Programme, BBC, July 1998.

Disruptive innovation is not just about following a process.

It represents a mindset—a rebellious instinct to discard old business clichés and remake the market landscape. An eagerness to deliberately target situations where the competition is complacent and the customer has been consistently overlooked or under-served.

Richard Branson captures the essence of disruptive thinking when he says this:

“One has to passionately believe it is possible to change the industry, to turn it on its head, to make sure that it will never be the same again.”

The potential for reinvention is all around us, and it’s an exciting time to be thinking about how to structure (or restructure) your business, your community, or your life in ways that create new value.

Enjoy the possibilities.