Discovery-Driven Growth: How to Reduce Risk and Seize Opportunity
MEDIA
Knowledge@Wharton sits down with Ian MacMillan and Rita Gunther McGrath, management professors and authors of Discovery-Driven Growth. Together they explore why most initial business plans are wrong, how unchecked assumptions derail innovation, and strategies for seizing new opportunities even during economic downturns.
THE SOLUTION
In this session, discover why successful innovation starts with admitting that your initial plan is wrong. Wharton professor Ian MacMillan and Columbia Business School professor Rita Gunther McGrath join Knowledge@Wharton to discuss the pitfalls of traditional planning in uncertain environments.
Instead of relying on rigid forecasts that often hurt companies, the authors advocate for a "discovery-driven" approach. This video outlines how to systematically uncover and test the assumptions that threaten your business, allowing you to pursue growth with confidence—even in a tough economy.
