Title: Blue Ocean Shift Beyond Competing
The essence of this book is to introduce 5 steps to make a blue ocean change. Of course, recognizing that your organization (or department, brand) is trapped in a red ocean is a critical first step, but the ability to identify and reach a blue ocean requires a shift in mindset and capability. (which is by no means easy). I always remember the quote attributed to Einstein: “We cannot solve our problems with the same thought that we used when we created them.” The authors claim that if you follow the five steps outlined below, you will be able to create and capture a blue ocean.
Begin.
“Energy goes where attention goes”. A startup or single product/service organization doesn’t have the same problem here as an existing organization with multiple offerings, picking the right scope isn’t straightforward. The authors provide a tool called the pioneer-migrant-settler map to help with this. Building the right team to lead is essential to success. The human dynamic is something many leaders overlook. This evolution requires a balance between the representation of functional departments and the right combination of openness and commitment from all team members.
The authors advocate the creation of a strategy canvas (“a one-page visual analysis that describes how the organization configures its offerings to buyers relative to those of its competitors”). This strategy canvas (which is similar to a SWOT) plays a vital role in getting everyone on the same page before moving on to the creative stage of building a blue ocean.
Imagine where you could be.
It’s a struggle for well-established companies to challenge their existing category definition. The authors suggest trying to uncover the hidden pain points that existing industries impose on buyers; Blue Ocean Shift Beyond Competing
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