Competition should not occupy the centre of strategic thinking.In time, competition emerged, but firms still managed to find new blue ocean opportunities in these markets. Many of the industries we know today started out as blue oceans – automotive, electronics, computers, aviation, shipping containers, petrochemicals, biotechnology, smartphones, mobile banking etc. Chan Kim and Renée Mauborgne is underlined by descriptions of the success stories of many companies who have implemented blue ocean strategies. It is about getting “out of the red ocean of bloody competition and into a blue ocean of uncontested market space characterised by new demand and strong profitable growth”. Would you rather operate in a highly competitive market or in one free from competition? That’s the question posed by the book Blue Ocean Strategy. But what is it all about and what are the important lessons we can learn as business leaders looking to forge our own strategic direction and succeed?

Talk to us about building your strategyīlue Ocean Strategy is one of the best-selling and most important books on business strategy ever written.

Align the value, profit, and people propositions.Focus on the big picture, not the numbers.8 Guiding Principles of Blue Ocean Strategy.

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