Michael E. Raynor

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because Disruptions necessarily take root in unattractive markets, the quest for innovation can begin by looking not where the money is (the essence of good management) but, rather, where the money isn’t (the essence of good Disruption). Consequently, rather than encourage a wide range of solutions to a host of problems—typically the result of an emphasis on variation—innovation processes can begin by focusing people’s creative efforts on carefully defined opportunities.

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