The strategy canvas is both a diagnostic and an action framework for building a compelling blue ocean strategy. The horizontal axis captures the range of factors that the industry competes on and invests in, while the vertical axis captures the offering level that buyers receive across all of these key competing factors.
The strategy canvas serves two purposes:
• To capture the current state of play in the known market space, which allows users to clearly see the factors that the industry competes on and where the competition currently invests and
• To propel users to action by reorienting focus from competitors to alternatives and from customers to noncustomers of the industry
The value curve is the basic component of the strategy canvas. It is a graphic depiction of a company’s relative performance across its industry’s factors of competition. A strong value curve has focus, divergence as well as a compelling tagline.
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