At best, one company in ten is able to sustain profitable growth. Yet capital markets demand that all companies seek it relentlessly and mercilessly punish those who fail. Why is consistent, persistent growth so difficult to achieve? Surprisingly, it’s not for lack of great ideas or capable managers, nor is it because customers are too fickle or innovation too unpredictable. In this book, Christensen and Raynor say innovation fails because organizations unwittingly strip the disruptive potential from new ideas before they ever see the light of day. The authors argue that innovation can be a predictable process that delivers sustainable, profitable growth.