The Eliminate-Reduce-Raise-Create (ERRC) Grid complements the Four Actions framework. It pushes companies not only to ask the questions posed in the Four Actions framework but also to act on all four to create a new value curve, which is essential to unlocking a new blue ocean. By driving companies to fill in the grid with the actions of eliminating and reducing as well as raising and creating, the grid gives companies four immediate benefits:
- It pushes them to simultaneously pursue differentiation and low cost to break the value-cost trade off.
- It immediately flags companies that are focused only on raising and creating, thereby lifting the cost structure and often overengineering products and services – a common plight for many companies.
- It is easily understood by managers at any level, creating a high degree of engagement in its application.
- Because completing the grid is a challenging task, it drives companies to thoroughly scrutinize every factor the industry competes on, helping them discover the range of implicit assumptions they make unconsciously in competing.