BREAKING THROUGH DISRUPTION 13 HOW TO BOLDLY B R E A K AWAY AND START YOUR INNOVATION PIVOT We know cruising along until a crisis hits, is not a smart strategy. So what is? What can we learn from those who are prevailing in this period of rising and persistent disruption? Which companies have managed to go their own way and outperform their industry peers? We used our time-series data to identify companies that continued to generate value despite their industries’ exposure to disruption. Specifically, we analyzed the way they responded to disruption and how these strategies differed from those of their peers. What we found was that the nature of disruption in your industry should inform, but not constrain, when and how you focus your innovation efforts.