Name: Blue Ocean Strategy
Rating: 4.2 (358 reviews)
Author: W. Chan Kim

What’s in it for me? Conquer uncontested market space.

Every business asks themselves the same question: how can we beat out the competition? And almost every business comes up with the same answer: we need to become bigger, better, and faster to outperform our rivals.

But what if your business didn’t have to beat the competition because there wasn’t any? What if you could enjoy unlimited growth without worrying about limited demand? This isn’t some idle fantasy but a strategic approach that a handful of successful businesses have already made reality. How did they do it? And how can your business do the same? This short Blink will give you a taste.

Escape your competition by setting sail to a blue ocean.

When you establish a new business, competition can be brutal. Whether you’re selling wine, audio books, or life insurance, the market for a product can only get so big. So you’re left to fight with hundreds of other companies for your share of a limited demand. No surprise that America’s most popular business TV show is called Shark Tank! Markets today are like oceans, swarming with hungry companies ready to kill each other. There’s so much blood in the water, we can call these markets red oceans.

But every once in a while, a company emerges that seems to sail past all the competition. These are businesses that rise fast, grow uncontested, and seem to play by their own rules. What are they doing differently?

Well, instead of fighting over scraps in red oceans, these businesses navigate uncharted territory: blue oceans. You can think of blue oceans as all the markets we haven’t yet discovered, for products and services that don’t yet exist. Demand isn’t limited because demand isn’t there – it has to be created. But this isn’t a handicap, it’s an opportunity. Because if the size of your market isn’t limited, neither are your growth and profits.

In blue oceans, the water isn’t bloodied by cut-throat competition. It’s deep, clear, and full of undiscovered potential. The blue ocean strategy gives you the methodology and tools to conquer such uncontested markets. The basic tenet is this: It’s true that the space in a certain industry might be limited. But who’s to say that a business can’t create an entirely new industry?

Let’s look at an example of this in action: famous Canadian circus company Cirque du Soleil. With its extraordinary variety shows, Cirque du Soleil has entertained millions of people worldwide. On top of that, it’s made record profits. Not something you would expect from a circus company! How did the company do it?

Well, Cirque du Soleil did two interesting things. First, it got rid of the old circus staple of animal acts. Then, it supplemented its human acts with live music and compelling storylines. The first move reduced costs while the second introduced exciting new elements into the world of circus. In effect, Cirque du Soleil created a blue ocean: it carved out an entirely new market for artistic theater experiences. And people love it.

Lower your costs and differentiate yourself.

Perhaps you find the example of a circus company a bit too eclectic? No problem. There are thousands of other businesses that have successfully implemented a blue ocean strategy. Companies like Ford, Nintendo, Netflix, Nespresso, Yellow Tail, Southwest Airlines, and even The Body Shop. In this section, we’ll take a closer look at how they succeeded.

But first, a few more words about red oceans. In red oceans – industries that are already established – everyone plays by agreed rules. Not so long ago, these rules might have looked something like this: “Movies can be bought or rented.” “Wine needs to have an air of sophistication.” “Air travel is expensive.” But in blue oceans, none of these rules apply. Blue oceans are actively shaped by the actions of the industry players who create them.

About the Author

W. Chan Kim and Renée Mauborgne are professors of strategy at INSEAD, an international business school with campuses in France, Abu Dhabi, and the US. Their business classic Blue Ocean Strategy sold over four million copies worldwide. In 2017, its follow-up Blue Ocean Shift became a New York Times best seller. In 2019, Kim and Mauborgne were named the number one management thinkers in the world by Thinkers50.