Blue Ocean Shift
Question & Answer

Kim & Mauborgne
Answer Your Questions Here

Here W. Chan Kim and Renée Mauborgne, the authors of Blue Ocean Shift & Blue Ocean Strategy, answer some of the most common questions they receive on blue ocean shift from around the world. We hope these will be of interest to you too!

What is Blue Ocean Shift?

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. […]

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Why did you write Blue Ocean Shift?

Blue Ocean Shift addresses a key challenge facing virtually every organisation today. How to move yourself, your team and your organisation from competing to creating. […]

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How does Blue Ocean Shift build upon and go beyond Blue Ocean Strategy?

A decade ago we wrote our first book Blue Ocean Strategy, which went on to sell over 3.6 million copies and become a bestseller on five continents. As the tidal wave of interest grew, individuals […]

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What are the key lessons of Blue Ocean Shift?

You need two things to shift. Without them you are going to struggle. […]

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What are the five steps to making a Blue Ocean Shift?

Ninety percent of businesses fail within ten years. In almost any other context, that would be a shocking statistic. But it’s something the entrepreneurial community seems to accept as standard. […]

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How is a blue ocean strategist different from a red ocean strategist?

There are four defining characteristics that separate the mind of a blue ocean strategist from a red ocean one. They determine the questions you ask and what you see and don’t see, which makes your […]

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What is nondisruptive creation?

Nondisruptive creation is where one’s gain doesn’t have to come at the expense of others. Very often entrepreneurs associate market creation with disruption or creative destruction […]

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What is “humanness”? Why is it a key component to making a successful Blue Ocean Shift?

Humanness is having a humanistic process in your organization. It’s a topic we explore in detail in Blue Ocean Shift. […]

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What’s the difference between creating new market space, or blue oceans, and disruption?

Disruption matters. But as our research reveals, that’s only half the picture of how new markets and blue oceans are created. The other half, and we would argue the more important half of how new […]

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Are entrepreneurs the only ones capable of creating new markets?

Market creation can be achieved through a reliable and systematic process by anyone, not just entrepreneurs. […]

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What should all young, first-time entrepreneurs know before they start a business?

The first thing every entrepreneur or small business owner needs to know is that if they want to grow and scale, they need to move away from competing. Instead they should move into and create new […]

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Where should a startup start their Blue Ocean Shift process?

For a startup, the first step should be to have a clear understanding of where you stand. To do this, you should draw your as-is strategy canvas that will give you and your team a big picture view of the […]

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What’s different between Blue Ocean Shift and the other strategy books out there? Does it bring anything new to the table?

Most strategy books are focused on how to compete. But our research shows the future is on how to create. And what we have been lacking is a roadmap to get there with tools and guidance anyone can apply. […]

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