Blue Ocean Strategy, by W. Chan Kim & R. Mauborgne
The creation of a new product often happens through imitation. What happens next is that you enter an existing market that is already competitive. You will have to compete with established companies or brands over every market share. This is called a Red Ocean strategy. This ocean (or market) is red because it is full of sharks that are fighting each other.
The Blue Ocean strategy involves exploring new markets, developing products that don’t compare with existing ones, creating a need for the product, and not doing the same thing but better than competition, but rather creating something completely different.
From this point of view, the Blue Ocean Strategy is very attractive. But how do you conceive and implement it? How do you “turn your back” to competition while developing a successful model? Blue Ocean Strategy, a book by W. Chan Kim and Renée Mauborgne, is full of tools for analysis and brainstorming that can help a team improve or create a product.
The book ends with examples of failed integration; a good idea is not enough. You also need the teams and sales to be in agreement.
Blue Ocean Strategy, by W. Chan Kim & & R. Mauborgne (Harvard Business Press, 2005)