Couverture / Jaquette

In the world of business innovation, disruption is worshipped as the holy grail. Break everything, start fresh and change the game. But what if that is the wrong approach? With three decades of hands-on experience in product design, innovation consulting and investing, The Disruption Fallacy is Costas Papaikonomou's battle-tested reality check on how innovation actually works.

Why do large corporations disrupt their own business more than their markets? Why do startups crash against the realities of scaling, no matter how well they are funded? Why do leaders mistake noise for progress? Packed with sharp insights, humor and no-nonsense wisdom, The Disruption Fallacy explains why most breakthroughs do not come from reckless reinvention but from smart, strategic evolution. Whether you are in consumer goods, tech, or any industry balancing ambition with reality, this book will help you disrupt the right thing and nothing more.

Drawing from hundreds of real-world projects in mass-market industries, he reveals why true progress is not about tearing down what exists, it is about knowing what to fix and what to leave alone.

Yes, you need to break eggs to make an omelet.

But that's no excuse to burn down the kitchen.

Note biographique

Co-Founder of global creative innovation agency Happen Group, which created over $5Bn incremental revenue for its clients, now part of Accenture. Costas writes books about the ugly reality of business in crowded markets.Since 1996, Costas has worked across the globe in many areas of innovation, from strategy to design, from commercialization to manufacturing. He has continuously pursued the balance between technology, consumer need and business relevance, driving for the innovative leap to achieve all three. He earned his Master of Science in Industrial Design Engineering degree with a perfect score at the University of Delft, the Netherlands. Before starting Happen, Costas worked as consumer product designer and engineering manager, picking up several pan-European design and engineering awards on the way. Costas has led insight-led projects across cultures and categories on all continents (including the Antarctic), for over 100 major consumer goods companies, helping them create evolutionary and revolutionary breakthroughs that grow revenue through smart execution.

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