conditions. Without it, companies are stuck in the trap of competitive

Blue ocean strategists do not seek to beat the competition. Instead they aim to make the competition irrelevant. Most organizations are stuck in the trap of

That is, they love them because the technology

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

HealthMedia, is another—a struggling company in 2006, with a mere US$6 million in sales—which, under Ted Dacko’s leadership, created the new market space of digital health coaching and in two short years was sold to Johnson & Johnson for US$185 million.

Blue ocean strategists simultaneously pursue differentiation and low cost. They aim to break, not make, the value-cost trade-off.

What will your verse be? What will ours? We have never stopped asking ourselves this question. What do we want to stand for? What narrative arc do we want to focus our efforts on in the hopes of adding a small verse to the powerful play that is life

In 2008, with the launch of its first hotel in Amsterdam’s Schiphol Airport, citizenM opened up a new value-cost frontier of affordable luxury for frequent travelers. Soon after, citizenM began opening hotels in major cities, like London, Paris, and New York. Consider these facts: Its hotels earn the highest guest rankings in the hospitality indust

But the key lesson to remember here is that to succeed in creating a new market, your focus must be on offering a quantum leap in value for buyers, not on technology innovation per se.13 Google Glass, Motorola’s Iridium, and Apple’s Newton