Blue Ocean Shift is the indispensable and much-anticipated follow-up to Blue Ocean Strategy, the classic and global bestseller by world-renowned professors Chan Kim and Renée Mauborgne. It is the New York Times, #1 Wall Street Journal, and USA Today bestseller. 

The definitive guide to shift you, your team, and your organization to new heights of confidence, market creation, and growth. 

In 2005, world-renowned professors Chan Kim and Renée Mauborgne changed the international business landscape forever with their 100+ week international bestseller Blue Ocean Strategy, which has sold more than 4 million copies, is translated into 47 different languages, and changed the business lexicon forever.  

Now, after another decade of extensive research, Kim and Mauborgne are ready to change the course of the conversation once again. 


As leaders and managers around the world adopted their theory and began to radically rethink their business strategies, many found that they were stuck in a red ocean. 

They were unsure of how to start the process of moving to blue waters, which would often require getting the members of their team to buy into a concept that directly conflicted with the long-established rules of their industries. 

Entrepreneurs were looking for concrete steps and a systematic process they could follow to create and capture blue oceans at minimal risk. 

In Blue Ocean Shift, Kim and Mauborgne meet this new challenge head-on by analyzing and comparing the successes and failures of blue ocean projects across the globe that have sprung out of the movement they began nearly 30 years ago. 

In a variety of sectors from business-to-customer and business-to-business, to public, nonprofit, and governments, Kim and Mauborgne developed a concise understanding of the process of new market creation and growth that unlocks people’s creativity as much as their confidence to act. 


  • WHY focusing on competing misses huge growth opportunities and HOW  to expand your thinking on strategy beyond competing  
  • HOW anyone in any organization can move from red to blue oceans with BLUE OCEAN SHIFT’s systematic five-step process—not just entrepreneurs 
  • WHY humanness is key to effectuate change and how you can embrace it  
  • WHY you should not build your growth strategy based on existing environmental and industry conditions and HOW  you can shape them in your favor for growth.


blue ocean strategy bestseller

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