Think disruptive! How to manage in a new era of innovation

Purpose The current downturn may offer a unique opportunity for astute corporate leadership to undertake the kind of innovation that disrupts markets, channels or even industries says Scott Anthony, president of innovation consultancy Innosight, co‐founded by disruptive innovation guru, Clayton Christensen. This paper aims to investigate this issue. Design/methodology/approach In this interview, Anthony reviews how the tenets of disruptive innovation – identify the job the customer cannot get done, look for innovative ways to get that job done, focus on experimentation and learning – apply in a recessionary environment. Findings Anthony warns that in recessions, a company may think has a choice – risk innovation or choose the safety of survival mode. But it is a false choice. The only way to survive is to innovate. Practical implications Anthony explains that “Scarcity is a great innovation enabler. Lean teams have to focus on the most critical issues.” Originality/value Anthony's golden rule: “The best way to develop disruptive capabilities is to start small and learn as you go.”