Blue Ocean Shift

Beyond Competing

W. Chan Kim, Renée Mauborgne

Publisher: MacMillan, 2017, 320 pages

ISBN: 978-1-5098-3219-4

Keywords: Strategy

Last modified: Oct. 5, 2021, 7:53 p.m.

From the authors who brought you one of the most iconic and impactful strategy books ever written — and changed the language of business forever with the power concepts of 'red oceans' and 'blue oceans' — comes Blue Ocean Shift.

Blue Ocean Shift  is packed with inspiring, real-world examples of how leaders in diverse industries and organizations made the shift from red oceans of crowded competition to wide, open blue oceans of new markets space by applying the process and tools outlined within. Blue Ocean Shift shows you, step-by-step, how to build the confidence of your people and seize new growth. Here you'll learn:

  • WHY focusing on competing misses huge growth opportunities and HOW to expand your thinking on strategy beyond competing
  • WHY thinking of creative destruction and disruption as sources of innovation is limiting and HOW you can grow through nondisruptive creation
  • HOW anyone in any organization can move from red to blue oceans with Blue Ocean Shift's systematic five-step process — not just entrepreneurs
  • WHY people's confidence is essential to create and execute your growth strategy and HOW to build it
  • WHY you should not build your growth strategy based on existing environmental and industry conditions and HOW you can shape them in your favor for growth
  • Part One: Blue Ocean Shift
    1. Reach Beyond the Best
    2. The Fundamentals of Market-Creating Strategy
    3. The Mind of a Blue Ocean Strategist
    4. Humanness, Confidence, and Creative Competence
  • Part Two: The Five Steps to Making a Blue Ocean Shift
    • Step One: Get Started
      1. Choosing the Right Place to Start
      2. Constructing the Right Blue Ocean Team
    • Step Two: Understand Where You Are Now
      1. Getting Clear About the Current State of Play
    • Step Three: Imagine Where You Could Be
      1. Uncovering the Hidden Pain Points That Limit the Size of Your Industry
      2. Discovering an Ocean of Noncustomers
    • Step Four: Find How You Get There
      1. Reconstructing Market Boundaries — Systematically
      2. Developing Alternative Blue Ocean Opportunities
    • Step Five: Make Your Move
      1. Selecting Your Blue Ocean Move and Conducting Rapid Market Tests
      2. Finalizing and Launching Your Blue Ocean Move
  • Epilogue: A National Blue Ocean Shift in Action