The Blue Ocean Strategy

by W. Chan Kim and Renée Mauborgne

“The Blue Ocean Strategy” presents a compelling argument that businesses can achieve success by creating new market spaces, rather than just competing in crowded, existing ones. The book introduces the concept of “blue oceans,” which are untapped markets with little to no competition, and “red oceans,” which are overcrowded, highly competitive markets.

The authors suggest that businesses should focus on creating new blue oceans rather than trying to outperform their competitors in red oceans. They argue that businesses can achieve sustained growth and profitability by creating blue oceans, rather than just trying to survive in the red ocean with existing competition.


The book provides a practical four-step process for creating a blue ocean strategy: eliminate, reduce, raise, and create. The authors assert that companies can create blue oceans by eliminating factors that are taken for granted in the industry, reducing aspects that are overemphasized, raising elements that are underemphasized, and creating completely new factors.


The book offers numerous examples of companies that have successfully implemented a blue ocean strategy, including Cirque du Soleil, Southwest Airlines, and Nintendo. These companies have created new market spaces and differentiated themselves from competitors by offering unique products or services that were previously not available in their respective markets.


The authors also address potential challenges in implementing a blue ocean strategy, such as the risk of failure, lack of market acceptance, and imitation by competitors. They provide guidance on how businesses can mitigate these risks and ensure the success of their blue ocean strategy.


Overall, “The Blue Ocean Strategy” offers a fresh and innovative approach to business strategy that challenges traditional thinking. The book provides a practical framework for businesses to differentiate themselves and build a sustainable competitive advantage. It is a must-read for anyone looking to create new market spaces and achieve sustained success in business.

Designers Review:

From a design perspective, the idea of creating a blue ocean market aligns perfectly with the concept of innovation. Designers are constantly seeking to create something new and unique, and by identifying a blue ocean market, they can bring a fresh perspective to the table. The authors emphasize the importance of understanding what customers really want, and using that information to create a product or service that fills a gap in the market.

The book also stresses the importance of a holistic approach to design, encompassing not only the product or service itself, but also the user experience, packaging, and branding. By taking a comprehensive view of design, companies can create a strong, differentiated brand that stands out in the marketplace.

Overall, “The Blue Ocean Strategy” offers valuable insights for designers and entrepreneurs alike, emphasizing the importance of innovation, customer understanding, and a comprehensive approach to design. We highly recommend it to anyone seeking to create something new and unique in the marketplace.

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