BLUE OCEAN SHIFT – Beyond Competing

Proven steps to inspire confidence and seize new growth

BLUE OCEAN SHIFT is the essential follow up to Blue Ocean Strategy, the classic and 3.6 million copy global bestseller by world-renowned professors Chan Kim and Renée Mauborgne. Drawing on more than a decade of new work, Kim and Mauborgne show you how to move beyond competing, inspire your people’s confidence, and seize new growth, guiding you step-by-step how to take your organization from a red ocean crowded with competition to a blue ocean of uncontested market space. By combining the insights of human psychology with practical market-creating tools and real-world guidance, Chan Kim and Renée Mauborgne deliver the definitive guide to shift yourself, your team, or your organization to new heights of confidence, market creation, and growth. They show why nondisruptive creation is as important as disruption in seizing new growth.

BLUE OCEAN SHIFT is packed with all-new research and examples of how leaders in diverse industries and organizations made the shift and created new markets by applying the process and tools outlined in the book. Whether you are a cash-strapped startup or large, established company, nonprofit or national government, you will learn how to move from red to blue oceans in a way that builds your people’s confidence so that they own and drive the process.

With battle-tested lessons learned from successes and failures in the field, BLUE OCEAN SHIFT is critical reading for leaders, managers, and entrepreneurs alike. You’ll learn what works, what doesn’t, and how to avoid the pitfalls along the way. This book will empower you to succeed as you embark on your own blue ocean journey. BLUE OCEAN SHIFT is indispensable for anyone committed to building a compelling future.



Go where the profits and growth are and the competition isn’t.

A landmark work that upends traditional thinking about strategy, this bestselling strategy book, written by Chan Kim and Renée Mauborgne, challenges everything you thought you knew about strategic success and charts a bold new path to winning the future.

When first published in 2005, Blue Ocean Strategy challenged the tenets of competitive strategy, the then dominant school of strategy, and called for a shift of focus from competition to creating new market space and hence making the competition irrelevant. Based on over a decade-long study of 150 key strategic moves spanning more than a hundred years and thirty industries, the authors W. Chan Kim and Renée Mauborgne argue that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool and that lasting success comes not from battling competitors but from creating “blue oceans” – untapped new market spaces ripe for growth. Kim and Mauborgne present a systematic approach to making the competition irrelevant, outlining principles and tools any organization can use to create and capture their own blue oceans.

Embraced by organizations and industries worldwide, Blue Ocean Strategy is a global phenomenon that has sold 3.5 million copies, is published in a record-breaking 44 languages and is a bestseller across five continents. Updated and expanded with fresh content, consider it your guide to creating uncontested market space – and making the competition irrelevant.