VIAGRA
With the creation of Viagra, Pfizer created a blue ocean in lifestyle drugs by going beyond the boundaries of the pharmaceutical industry at the time.
Pfizer’s wildly successful blue ocean strategic move that launched Viagra challenged the functional-emotional orientation of the pharmaceutical industry. It shifted its focus from the pharmaceutical industry’s largely functional orientation – medical treatment – to lifestyle enhancement, an emotional orientation.
Like Viagra, are you willing to challenge the functional-emotional orientation of your industry to create new market space, as path five of blue ocean strategy’s six paths framework suggests? When companies are willing to challenge the functional-emotional orientation of their industry, they can often create new market space. Emotionally oriented industries offer many extras that add price without enhancing functionality. Stripping away those extras may create a fundamentally simpler, lower-priced, lower-cost business model that customers would welcome. Conversely, functionally oriented industries can often infuse commodity products with new life by adding a dose of emotion and, in so doing, can stimulate new demand.
VIAGRA
With the creation of Viagra, Pfizer created a blue ocean in lifestyle drugs by going beyond the boundaries of the pharmaceutical industry at the time.
Pfizer’s wildly successful blue ocean strategic move that launched Viagra challenged the functional-emotional orientation of the pharmaceutical industry. It shifted its focus from the pharmaceutical industry’s largely functional orientation – medical treatment – to lifestyle enhancement, an emotional orientation.
Like Viagra, are you willing to challenge the functional-emotional orientation of your industry to create new market space, as path five of blue ocean strategy’s six paths framework suggests? When companies are willing to challenge the functional-emotional orientation of their industry, they can often create new market space. Emotionally oriented industries offer many extras that add price without enhancing functionality. Stripping away those extras may create a fundamentally simpler, lower-priced, lower-cost business model that customers would welcome. Conversely, functionally oriented industries can often infuse commodity products with new life by adding a dose of emotion and, in so doing, can stimulate new demand.
—— APPLY IT
BRING A REAL PROBLEM.
LEAVE WITH A STRATEGY.
Reading about blue ocean strategy is one thing. Applying it to your own business is another. Two programs take you through the process step by step, on a real challenge of your own.
—— SELF-PACED
BLUE OCEAN CREATION PROGRAM
A proprietary AI-guided workspace where blue ocean tools come to life on your business, and an online course to learn the concepts as you apply them. Get a clear direction to grow your business, increase revenue, and unlock new markets. Best if you want to move at your own pace and start immediately.
—— LIVE COHORT
BLUE OCEAN STRATEGY PRACTITIONER PROGRAM
Apply Blue Ocean Strategy to a real situation: an organizational strategy, a business of your own, or a client engagement, with expert feedback at every step. Leave with a growth roadmap and the momentum and confidence to implement it.