Skip to main content

Blue Ocean Strategy

Funny! I received an email from a prospect, he runs business development for a US Corp., that suggested my site looks like a big blue ocean and was wondering if we had any connection to the authors of "Blue Ocean Strategy". My answer is no we don't.

From Seth Godin, The long life of a great idea. Seth has a post about, Shorter, faster, smaller from Chris Anderson on the longtail.

So, there are thousands of different strategies. Our goal is to change the whole idea of how strategies are hatched and implemented.

Anyway, I pulled together a few links on "Blue Ocean Strategy".


"Don't Compete with Rival's Make Them Irrelevant"

Companies have long engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation.

Harvard pdf version... $6.00

Description: Despite a long-term decline in the circus industry, Cirque du Soleil profitably increased revenue twenty-two-fold over the last 10 years by reinventing the circus. Rather than competing within the confines of the existing industry or trying to steal customers from rivals, Cirque developed uncontested market space that made the competition irrelevant. Cirque created what the authors call a blue ocean--a previously unknown market space. In blue oceans, demand is created rather than fought over. There is ample opportunity for growth that is both profitable and rapid. In red oceans--that is, in all the industries already existing--companies compete by grabbing for a greater share of limited demand. As the market space gets more crowded, prospects for profits and growth decline. Products turn into commodities, and increasing competition turns the water bloody. There are two ways to create blue oceans. One is to launch completely new industries, as eBay did with online auctions. But it's much more common for a blue ocean to be created from within a red ocean when a company expands the boundaries of an existing industry. In studying more than 150 blue ocean creations in over 30 industries, the authors observed that the traditional units of strategic analysis--company and industry--are of limited use in explaining how and why blue oceans are created. The most appropriate unit of analysis is the strategic move, the set of managerial actions and decisions involved in making a major market-creating business offering. Creating blue oceans builds brands. So powerful is blue ocean strategy, in fact, that a blue ocean strategic move can create brand equity that lasts for decades.

Demo here of social networking software application!

Blue Ocean Strategy at MCN from

Kim: Unlike other books on strategy, this book is the result of more than a decade of research and practice. Many strategy books conceptualize without providing a framework for what and how to do things. In our book, we generate action steps based on our experience of putting theory into practice.