“Stop benchmarking the competition.
The more you benchmark your competitors, the more
you tend to look like them.”

W. Chan Kim is Co-Director of the INSEAD Blue Ocean Strategy Institute and The Boston Consulting Group Bruce D. Henderson Chair Professor of Strategy and International Management at INSEAD, France. Read more

Renée Mauborgne is The INSEAD Distinguished Fellow and a professor of strategy at INSEAD. She is also Co-Director of the INSEAD Blue Ocean Strategy Institute. Read more