What is Blue Ocean Shift?

Blue Ocean Shift is a roadmap to move you, your team, and your organization to new heights of confidence, market creation and growth.

Whether you are a cash-strapped start-up or large, established company, non-profit or national government, you can SHIFT from cutthroat markets – red oceans – to wide-open new markets – or blue oceans of uncontested market space – by following a simple five-step process that brings your people along so they own and drive the process.

What is Blue Ocean Shift?

Blue Ocean Shift Process

You don’t have to be an entrepreneur to make a blue ocean shift. Anyone can follow the five-step blue ocean shift process to move from red oceans of bloody competition to blue oceans of uncontested market space.

Step 1: Get Started

  • Choose the right place to start your blue ocean initiative and construct the right team.

Step 2: Understand Where You Are Now

  • Get clear on the current state of play.

Step 3: Imagine Where You Could Be

  • Uncover the hidden pain points imposed by your industry
  • Discover the ocean of noncustomers

Step 4: Find How You Get There

  • Reconstruct market boundaries – systematically
  • Develop alternative blue ocean points

Step 5: Make Your Move

  • Select and rapidly test your blue ocean move
  • Formalize your big-picture business model and launch your move


Create a business strategy that sets you apart

Learn the basics of blue ocean strategy and shift created but the
#1 Management Thinkers in the World.

Get ready to stop struggling and seize new growth !

For anyone tired of competing head-to-head and not getting far.



Three key components of a successful Blue Ocean Shift

Blue Ocean Shift Examples

Leaders in diverse industries and organizations have made the shift from red to blue oceans and created new markets by applying the process and tools outlined in the book Blue Ocean Shift.

The Book

Blue Ocean Shift is the essential follow up to Blue Ocean Strategy, the classic and over 4-million-copy global bestseller by world-renowned professors Chan Kim and Renée Mauborgne.

Drawing on more than a decade of new research, Blue Ocean Shift is the definitive guide to help you move beyond competing, inspire your people’s confidence, and seize new growth.

Blue Ocean Shift Competing Confidence


New York Times Bestseller
Wall Street Journal 1# Bestseller
USA Today Bestseller

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