Blue Ocean Shift

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

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

As Steve Jobs put it, “You tend to get told that the world is the way it is… But that’s a very limited [view]. Life can be much broader once you discover one simple fact. And that is everything around you that you call life was made up by people that were no smarter than you. And you can change it. You can influence it. You can build your own thing

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.

It’s life coaching. Just 25 years ago, the industry did not exist. Now it boasts annual revenues north of US$2 billion. The advent and growth of the life-coaching industry have not come at the expense of any existing industry. Tens of thousands of new coaching jobs have been created without destroying any other jobs. Rather, the industry has create

CitizenM Hotels, the affordable luxury chain, is one of these. It is currently expanding globally from its home base in Amsterdam and enjoys among the highest guest satisfaction ratings in the field of hospitality while having the lowest costs.

converting a technology innovation into what we called value innovation.

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

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