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Digital Subscriptions > Newsweek International > 17th June 2016 > THE GENESIS IPO


The most exciting companies don’t shake up existing industries. They create new ones



DISRUPTION is so last decade. Creation is the thing now. That may seem like semantics, yet in all kinds of businesses, creating and dominating a new category is the winning strategy. Geoffrey Moore’s Crossing the Chasm revolutionized how we think about new products. Clayton Christensen’s The Innovator’s Dilemma taught us about disrupting an aging market. But now, as my co-authors and I describe in our book Play Bigger, great enduring businesses are about creating a market and changing how customers think.

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