What We Stand For

Blue Ocean Strategy - What We Stand For

Life has its challenges and tribulations. But we believe that it is not beyond people’s ability to shape their future. The world we aspire to help advance isn’t one defined by competition, where one person’s gain comes at the expense of others. Competition exists, and so do win-lose scenarios, but they aren’t what captures our imagination, nor what we believe our world needs more of.


A larger economic pie for all

What inspires us are the organizations and individuals that go beyond competing to create brand new opportunities, growth, and jobs. Where success is not about dividing up an existing, often shrinking, pie but about creating a larger economic pie for all—what we refer to as blue oceans. Blue oceans are less about disruption and more about nondisruptive creation, where one’s gain doesn’t have to come at the expense of others.


A clear roadmap and the confidence to act

But how do you translate aspiration into action, intention into reality? We need a roadmap that can shift our perspective and free our imaginations, so we can suspend belief in the limits of today and start seeing and creating the possibilities of tomorrow. And for that we need to inspire confidence in ourselves and in our people. Without the confidence to act, few will venture down a new path, no matter how clear the roadmap. Confidence is that magical quality that allows us to transcend the quiet self-doubt that tugs at most of us. It shows us the emotional way forward by allowing us to believe in ourselves and trust the process.


Go beyond competing to create new markets and growth

During our 30 years of research, we studied organizations large and small, for-profit and non-profit and even governments. We looked at how they moved beyond competing in existing crowded markets—what we think of as red oceans—to new heights of confidence, market creation and growth. This culminated in our first book, Blue Ocean Strategy. Ten years of new research and analysis later, we published our second book, Blue Ocean Shift.


You don’t have to be a creative genius, you just need the right tools

In Blue Ocean Shift, you’ll discover a tested process and market-creating tools that will move you, your team, and your organization from red to blue oceans. We show you how your people can own and drive the process and see it through to success. So whether you are born Steve Jobs or not, you too can succeed on the journey.

We all are capable of shaping our companies, our industries and, ultimately, our lives. Don’t take the boundaries you think are holding you back as a given. You don’t have to be a creative genius, you just need the right process and tools to create your blue ocean.

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