11. August 2026
The Three Types of Innovation
In this JTBD podcast shot, Peter Rochel explains the three types of innovation. In just under 11 minutes, Peter shows you how these three types of innovation differ – and why it is vitally important for companies to know them and use them deliberately.
Listen to I+U Season 2, Episode 045 right here
All chapter timestamps for this episode:
00:00:00 Intro
00:01:06 Gambling disclaimer!
00:02:03 Three types of innovation
00:03:01 Sustaining innovations
00:04:15 Efficiency innovations
00:05:41 Market-creating innovations
00:07:36 Where JTBD and WoP help
00:10:33 Get out
Isn’t disruptive innovation missing here?
No – the term “disruptive innovation” is too misleading and ambiguous. Clay Christensen himself grew increasingly unhappy with how the term was being used, as it had drifted far from his own definition. That is why we follow Christensen’s suggestion and replace it with “market-creating innovation”, which fits far better.
More episodes on this topic right here
- Podcast shot on the topic of solutions
- Podcast shot: What is a JTBD?
- Forbes article on the disruption dilemma
- Trends in US crude oil production
- US Bureau of Labor Statistics
- Bitcoin – a market-creating innovation?
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