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# When disruption isn't the way
- URL: https://www.pesec.no/when-disruption-isnt-the-way/
- Published: 2025-04-28T07:00:05.000Z
- Updated: 2025-04-28T07:00:05.000Z
- Description: And what to do about it.
- Author: Bruno Pešec
- Tags: Innovation, Strategy

[Managing innovation](https://www.pesec.no/managing-innovation-at-all-levels/) [at scale](https://www.pesec.no/managing-innovation-at-scale/) is not about putting all your money and people on a single disruptive idea. In fact, that is a short-cut to failure. Focusing investment on a diverse portfolio of innovative initiatives and ventures is the way to go. My friend [Dan Toma](https://www.linkedin.com/in/dantoma/?ref=pesec.no) recently published an article warning that disruptive innovation might be a bad business idea, and what to focus on instead:

> **Adjacent Innovation as a Lower-Risk Growth Strategy** – Expanding into related markets or customer segments allows businesses to leverage existing assets while minimizing operational and financial disruptions.

> **Diversified Companies Outperform in Uncertain Markets** – Research shows that companies with a diversified portfolio tend to be more resilient and financially successful, especially during economic downturns.

Read the full article [here](https://weareoutcome.co/blog/why-disruptive-innovation-is-a-bad-business-idea-and-what-can-you-do-instead/?ref=pesec.no).