Most people are taught that you get into business and you fight for competitive advantage. You try to battle for some portion of the market share. But I’m here to tell you that this is totally unsustainable.
If I had just competed for market share in the personal development business, that would have been a pretty small market. What I really wanted to do is affect a much larger audience. I looked for ways to deliver that, in ways that had never been delivered before.
So I believe: if you do what everyone else does, and you do it better than everybody else, you get a tiny competitive advantage. But if you do something no one else is doing in your space, if you create a blue ocean, you get a gigantic advantage.
The concept, understood fully, can move any business person towards greater success.
This quote was mentioned in The Tony Robbins Podcast on Blue Ocean Strategy.