Disruptive innovation is rare among established industry players because they are comfortable with current practices. Incremental innovation is easier and fits within existing frameworks. Companies seeking disruption should consider creating new businesses.
Innovation should focus on addressing disruptions during significant life events rather than trying to disrupt markets, as customers are more receptive to change during these moments.
Building innovation muscle is essential for companies to keep up with changing landscapes. This involves training employees, using innovation methods frequently and having an innovation capability across departments.
