Beyond Disruption | Book Review by Prof. Suresh Srinivasan published by The Hindu Business Line

The authors say it is possible for companies to reimagine growth without disruption and, thereby, eliminate the social cost of displacement. The ideas in the book prescribe that managers running companies should constantly explore unarticulated and unmet customer needs and customer pain-points, and in parallel, re-orchestrate the company’s capabilities to deliver solutions to such ‘pain points’ at a price-point that delights the customers, thereby, creating a new market by itself, which was neither visualised by the competition, nor by the customers themselves! Who are referred to as customers, encompasses not only their existing customers, but also potential ‘non-consumers’ who’s ‘pain-points’ can be addressed by extending the firm’s existing capabilities.