{"id":10582,"date":"2026-08-11T12:55:05","date_gmt":"2026-08-11T10:55:05","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/?p=10582"},"modified":"2026-08-11T12:59:22","modified_gmt":"2026-08-11T10:59:22","slug":"the-three-types-of-innovation","status":"publish","type":"post","link":"https:\/\/oberwasser-consulting.de\/en\/the-three-types-of-innovation\/","title":{"rendered":"The Three Types of Innovation"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2023\/02\/Innovationsfelder-1024x1024.jpg\" alt=\"Innovation consulting across the fields of sustaining innovation, efficiency innovation, market-creating innovation and disruptive innovation\" class=\"wp-image-5620\" width=\"512\" height=\"512\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2023\/02\/Innovationsfelder-1024x1024.jpg 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2023\/02\/Innovationsfelder-300x300.jpg 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2023\/02\/Innovationsfelder-150x150.jpg 150w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2023\/02\/Innovationsfelder-768x768.jpg 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2023\/02\/Innovationsfelder.jpg 1080w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">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 \u2013 and why it is vitally important for companies to know them and use them deliberately.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Listen to I+U Season 2, Episode 045 right here<\/strong><\/p>\n\n\n\n<a href=\"https:\/\/podcasts.apple.com\/de\/podcast\/die-drei-arten-von-innovation\/id1354901024?i=1000575992804&amp;itsct=podcast_box&amp;itscg=30200&amp;ls=1\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-93 size-full\" src=\"http:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2019\/06\/listen-on-apple-podcast.png\" alt=\"\" width=\"171\" height=\"41\"><\/a><a href=\"https:\/\/open.spotify.com\/episode\/54oK2fcYxXHe3nLtFEkvbI?si=c0768baf986745a5\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-97 size-full\" src=\"http:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2019\/06\/listen-on-spotify.png\" alt=\"\" width=\"113\" height=\"41\"><\/a><a href=\"https:\/\/music.amazon.de\/podcasts\/4838bd28-7b97-4912-80cb-de39a6c75654\/episodes\/1a0b6aee-efff-4d5e-9e28-37099c3d0486\/innovate-upgrade-die-drei-arten-von-innovation\" _blank\"=\"\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2932\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/ListenOn_AmazonMusic_button_Black_RGB_5X_DE-300x73.png\" alt=\"\" width=\"168\" height=\"41\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/ListenOn_AmazonMusic_button_Black_RGB_5X_DE-300x73.png 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/ListenOn_AmazonMusic_button_Black_RGB_5X_DE-768x187.png 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/ListenOn_AmazonMusic_button_Black_RGB_5X_DE.png 826w\" sizes=\"auto, (max-width: 168px) 100vw, 168px\" \/><\/a><a href=\"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly96dW04cnkucG9kY2FzdGVyLmRlL29iZXJ3YXNzZXIucnNz\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2934\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x-300x76.png\" alt=\"jobs to be done podcast\" width=\"162\" height=\"41\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x-300x76.png 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x-1024x259.png 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x-768x195.png 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x.png 1200w\" sizes=\"auto, (max-width: 162px) 100vw, 162px\" \/><\/a>\n\n\n\n<div style=\"height:69px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe src=\"https:\/\/embed.podcasts.apple.com\/us\/podcast\/die-drei-arten-von-innovation\/id1354901024?i=1000575992804&amp;itsct=podcast_box_player&amp;itscg=30200&amp;ls=1&amp;theme=auto\" height=\"175px\" frameborder=\"0\" sandbox=\"allow-forms allow-popups allow-same-origin allow-scripts allow-top-navigation-by-user-activation\" allow=\"autoplay *; encrypted-media *; clipboard-write\" style=\"width: 100%; max-width: 660px; overflow: hidden; border-radius: 10px; background-color: transparent;\"><\/iframe>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>All chapter timestamps for this episode<\/strong>:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">00:00:00 Intro<br>00:01:06 Gambling disclaimer!<br>00:02:03 Three types of innovation<br>00:03:01 Sustaining innovations<br>00:04:15 Efficiency innovations<br>00:05:41 Market-creating innovations<br>00:07:36 Where JTBD and WoP help<br>00:10:33 Get out<\/p>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"tel:+4922116903859\" style=\"background-color:#0376a8\">What do you think about it? Leave us your comment on our voicemail +49 221 16903859<\/a><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-fehlt-da-nicht-die-disruptive-innovation\">Isn&#8217;t disruptive innovation missing here?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">No \u2013 the term &#8220;disruptive innovation&#8221; 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&#8217;s suggestion and replace it with &#8220;market-creating innovation&#8221;, which fits far better. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-weitere-episoden-dazu-direkt-hier\">More episodes on this topic right here<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.stattys.com\/de\/methoden\/business-model-generation\/testtools\">Podcast shot on the topic of solutions<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/oberwasser-consulting.de\/en\/the-job-to-be-done-jtbd\/\">Podcast shot: What is a JTBD?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.forbes.com\/sites\/stevedenning\/2015\/12\/02\/fresh-insights-from-clayton-christensen-on-disruptive-innovation\/?sh=22331d914702\">Forbes article on the disruption dilemma<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.eia.gov\/dnav\/pet\/hist\/LeafHandler.ashx?n=PET&amp;s=MCRFPUS2&amp;f=A\">Trends in US crude oil production<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.bls.gov\">US Bureau of Labor Statistics<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/oberwasser-consulting.de\/en\/open-source-jtbd-on-money\/\">Bitcoin \u2013 a market-creating innovation?<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this JTBD podcast shot, Peter Rochel explains what hypothesis-driven work is. In just under 6 minutes, Peter shows you what to watch out for and shares valuable tips and tricks that will save you time, stress and money.<\/p>\n","protected":false},"author":2,"featured_media":5031,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_meta-robots-noindex":"1","_yoast_wpseo_canonical":"","_yoast_wpseo_opengraph-image":"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2022\/08\/InnovationsArten_Beitragsbild-scaled.jpg","_yoast_wpseo_opengraph-image-id":"","footnotes":""},"categories":[1403],"tags":[1295,1405],"class_list":["post-10582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcast-innovateupgrade","tag-jtbd-en-2","tag-shot-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Three Types of Innovation &#8226; Oberwasser Consulting<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Three Types of Innovation\" \/>\n<meta property=\"og:description\" content=\"In this JTBD podcast shot, Peter Rochel explains what hypothesis-driven work is. 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