Get the key ideas from

Blue Ocean Shift

Beyond Competing – Proven Steps to Inspire Confidence and Seize New Growth

By W. Chan Kim and Renée Mauborgne
18-minute read
Audio available
Blue Ocean Shift: Beyond Competing – Proven Steps to Inspire Confidence and Seize New Growth by W. Chan Kim and Renée Mauborgne

Blue Ocean Shift (2017) is a step-by-step guide to moving past competition in an overcrowded industry. These blinks, based on decades of the authors’ practical experience, explain why you should endeavor to make competition obsolete and how you can open up whole new worlds of opportunity.

  • Entrepreneurs, managers, CEOs and business leaders
  • Small business owners
  • Business scholars and theorists of competition and market strategy

W. Chan Kim and Renée Mauborgne are professors of strategy at INSEAD and co-directors of the INSEAD Blue Ocean Strategy Institute. They co-wrote the 2004 international bestseller Blue Ocean Strategy. In addition to receiving numerous awards, they were also listed by Thinkers50 among the top three management gurus in the world.

Go Premium and get the best of Blinkist

Upgrade to Premium now and get unlimited access to the Blinkist library. Read or listen to key insights from the world’s best nonfiction.

Upgrade to Premium

What is Blinkist?

The Blinkist app gives you the key ideas from a bestselling nonfiction book in just 15 minutes. Available in bitesize text and audio, the app makes it easier than ever to find time to read.

Discover
3,000+ top
nonfiction titles

Get unlimited access to the most important ideas in business, investing, marketing, psychology, politics, and more. Stay ahead of the curve with recommended reading lists curated by experts.

Join Blinkist to get the key ideas from
Get the key ideas from
Get the key ideas from

Blue Ocean Shift

Beyond Competing – Proven Steps to Inspire Confidence and Seize New Growth

By W. Chan Kim and Renée Mauborgne
  • Read in 18 minutes
  • Audio & text available
  • Contains 11 key ideas
Upgrade to Premium Read or listen now
Blue Ocean Shift: Beyond Competing – Proven Steps to Inspire Confidence and Seize New Growth by W. Chan Kim and Renée Mauborgne
Synopsis

Blue Ocean Shift (2017) is a step-by-step guide to moving past competition in an overcrowded industry. These blinks, based on decades of the authors’ practical experience, explain why you should endeavor to make competition obsolete and how you can open up whole new worlds of opportunity.

Key idea 1 of 11

Transcend competition with a blue ocean shift.

When choosing a business strategy, it’s important to decide which direction you want it to take, and most people assume your choices are limited to two: the value-driven path, along which your business expands through outstanding quality and service, and the low-cost strategy, through which your business endeavors to offer the best price among all its competitors.

Those two options are all well and good, but there’s a third strategy that can do much more. It’s called the blue ocean shift. The blue ocean shift is about taking your business beyond competition into markets that are entirely untouched.

Just take the example of Groupe SEB, a well-established French maker of small appliances like those that make french fries. One of the basic assumptions in this industry was that making french fries involved deep frying and using a great deal of oil. Nobody ever thought to challenge this idea, even though cooking in liters of oil is expensive, dangerous, messy and, of course, unhealthy.

But in 2006, Groupe SEB came out with the ActiFry, introducing a whole new way of making french fries that requires no frying and employs just a tablespoon of oil. ActiFry brought in new customers, opened up a brand-new market and positioned Groupe SEB as a global leader.

In other words, the essence of a blue ocean shift is moving from a market that’s pervaded by fierce competition, a so-called red ocean, into a blue ocean, a market that’s wide open and full of opportunity. Such a move might seem like a magic trick, but there’s a straightforward method behind it that abides by three key components.

First, you need a new blue ocean perspective that expands the horizon of your thinking; second, you need humanness along the way to motivate people into helping you make the shift of perspective; and third, you have to have the market-creating tools to transform that perspective into an attractive product.

However, these concepts are all very abstract. In the following blinks, you’ll learn all the nitty-gritty details of how this process works and how you can put it into action.

Upgrade to continue Read or listen now

Key ideas in this title

Upgrade to continue Read or listen now

No time to
read?

Pssst. Sign up to your secret to success: key ideas from top nonfiction in just 15 minutes.
Created with Sketch.