Blue Ocean Shift

The tools and frameworks provide the specifics of what it takes to create and re-create markets. They transform your ambition into what we call creative competence and give you the levers of control you need to reshape market boundaries in your favor. When confidence to act and creative competence

Instead, as Paul MacAlindin did at NYOI and Christian Grob did at Groupe SEB, it sought to identify and challenge the industry’s fundamental assumptions.

How do you go about identifying the ocean of noncustomers to create new demand? How can you systematically redefine market boundaries to open up a new value-cost frontier that makes the competition irrelevant?

The first component is adopting a blue ocean perspective, so that you expand your horizons and shift your understanding of where opportunity resides.

We made our choice of what verse we want to bring to the world. We firmly believe that we all are capable of creating new frontiers and verses of our own. As Nelson Mandela once noted, “It always seems impossible until it’s done.” We hope that this book can help you make yours. PART ONE Blue Ocean Shift

Has a business that was once a pioneer, generating huge profits and growth, recently become a settler, suggesting that the organization’s growth is likely to slow if another pioneer is not launched?

That is, they love them because the technology

And once you learn that, you’ll never be the same again.”3

Blue ocean shift is built on this insight. Just as value innovation is a cornerstone of market-creating strategy, a successful blue ocean shift occurs only when unprecedented buyer value is created by opening up a value-cost frontier that didn’t exist before.