Blue Ocean Shift is the essential follow up to Blue Ocean Strategy, the classic and over 4 million copy global bestseller by world-renowned professors W. Chan Kim and Renee Mauborgne.

Drawing on more than a decade of new work, Kim and Mauborgne show you how to move beyond competing, inspire your people’s confidence, and seize new growth, guiding you step-by-step through how to take your organization from a red ocean crowded with competition to a blue ocean of uncontested market space. By combining the insights of human psychology with practical market-creating tools and real-world guidance, Kim and Mauborgne deliver the definitive guide to shift yourself, your team, or your organization to new heights of confidence, market creation, and growth. They show why nondisruptive creation is as important as disruption in seizing new growth.

Blue Ocean Shift is packed with all-new research and examples of how leaders in diverse industries and organizations made the shift and created new markets by applying the process and tools outlined in the book. Whether you are a cash-strapped startup or a large, established company, nonprofit or national government, you will learn how to move from red to blue oceans in a way that builds your people’s confidence so that they own and drive the process.

With battle-tested lessons learned from successes and failures in the field, Blue Ocean Shift is critical reading for leaders, managers, and entrepreneurs alike. You’ll learn what works, what doesn’t, and how to avoid the pitfalls along the way. This book will empower you to succeed as you embark on your own blue ocean journey. Blue Ocean Shift is indispensable for anyone committed to building a compelling future.

Blue Ocean Shift claims to be “THE definitive guide to moving you, your team and your organization to new heights of trust, market creation and growth”. That’s a pretty big claim, but authors Kim and Mauborgne are professors of strategy at INSEAD and co-directors of the INSEAD Blue Ocean Strategy Institute and have an excellent pedigree. In 2005 they wrote Blue Ocean Strategy (it has sold over 3.5 million copies and has become a classic in strategic management). He introduced the concept of red oceans (highly competitive and shrinking profit pools) and blue oceans (uncontested market space, ripe for explosive growth). The key question they asked themselves was “how to get out of this red ocean of bloody competition and generate strong and profitable growth?” What does it take to go beyond the best,

This book, Blue Ocean Shift is a direct response to organizations (B2C, B2B, public, non-profit and government) who have found the transition from the red ocean to the blue ocean more difficult than they think. originally thought. Many organizations that got stuck in red oceans blamed bureaucracy, traditional thinking and a lack of creativity.