Blue Ocean Shift
Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth
Number of pages: 336
Publisher: Hachette Books Group
BBB Library: Sales and Marketing
ISBN: 978-0316314046
Editorial Review
BLUE OCEAN SHIFT is the essential follow-up to Blue Ocean Strategy, the classic and 3.6 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.
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Wisdom to Share
Too many organizations are wedded to industry best practices even as they strive to break away from them.
Adopting the perspective of a blue ocean strategist opens your mind to what could be, instead of limiting it to what is.
Without expanding and reorienting your perspective, striving to open up a new value-cost frontier is like running west looking for the sunrise. No matter how fast you run, you’re not going to find it.
While the right perspective is critical, for most of us it is not sufficient to actually conceive and open up a new value-cost frontier.
If the right perspective is a matter of shifting one’s strategic thinking by asking different questions, market-creating tools and guidance enable you to ask the right questions at the right point in the process and to see the significance of the answers.
To move toward the new frontier, you have to bring people along. Without people’s voluntary cooperation, you will be stopped dead in your tracks, as every professional of a certain age knows.
When companies mistakenly assume new market creation hinges on breakthrough technologies, their organizations tend to push for products or services that are either too “out there”—ahead of their time, too esoteric, too complicated—or, like the Segway, lack the complementary ecosystem needed to open up a new market.
Value innovation anchors innovation to the value it gives buyers, not to the cleverness of the technology.
Ahumanistic, teachable, and systematic process makes market creation accessible to everyone, not just highly creative people or natural-born entrepreneurs. It allows ordinary people like us to create market and do extraordinary things.
Organizations contribute to their owndownfallmore often than they realize, and then blame exogenous market forces they don’t control instead.
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The dominant thinking of strategy work over the past 25 years has only focused on competition-based red ocean strategies. The result has been a fairly good understanding of how to compete skillfully in red oceans, with tools such as downsizing, differentiation, focus and benchmarking the competition. We rarely find any tools that
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