Some managers are lucky. They passively coast to growth inside high growth markets – the market drives their growth. Eventually they’ll fail, of course, but for now, it’s great to be them. Most managers, however, face the difficult decision of how to allocate resource between the other two available growth drivers: 1) organic growth, and 2) innovation.
Many leaders believe they must choose one or the other, that it is not possible to execute both successfully. In fact, it’s become quite fashionable to claim that only “white space strategies” – disruptive innovation – can drive growth.