In creating this blue ocean, readers can avoid fighting for incremental competitive advantage and market share in what the authors call 'the red ocean.' Red oceans are the overcrowded, bloody, cutthroat arenas where companies struggle to stand out and compete amidst shrinking profits. Blue ocean strategy provides a clear four-step process to help readers redesign their market. The principles are comprehensive, easy to learn, and easy to implement for a new start-up or an existing business that wants to push the boundaries in a red ocean within their industry. The systematic approach of the blue ocean strategy is founded on principles that can create a great leap in value that can make competitors irrelevant. 'Value innovation requires companies to orient the whole system toward achieving a leap in value for both buyers and themselves.'

By creating demand, rather than competing for limited demand, companies can stop fighting a fight they have little chance of winning. Readers will find that this approach of value innovation, a process where a company introduces new technologies designed to achieve both product differentiation and low costs, is far more effective than merely pursuing innovation for its own sake. Summaryīlue Ocean Strategy is based on the alignment of the three strategy positions of value, profit, and people. Readers will learn that strategic success depends on creating a 'blue ocean,' a market space that is uncrowded and primed for growth, by investing in innovation that brings more value to customers. Based on a study of 150 strategies in 30 industries, the authors make their case for using innovation instead of fighting for position in a competitive market. Typically, head-to-head competition is the norm for increasing market share, but this book teaches readers that there is a better way to compete and win. This book challenges readers to rethink traditional incremental innovation approaches.

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