Book

What Is Blue Ocean Strategy

W. Chan Kim, Renée Mauborgne · blueoceanstrategy.com Free Intermediate

The classic framework for finding uncontested market space instead of fighting head-on in a 'red ocean' - directly useful when you're deciding between a wedge strategy and going toe-to-toe with funded competitors.

  • Distinguishes red oceans (existing, competed-over markets) from blue oceans (uncontested space)
  • Introduces 'value innovation' - pursuing differentiation and lower cost simultaneously
  • Official summary page from the book's own site, free to read before buying the full book
Open on blueoceanstrategy.com ↗

It answers 2 questions

  1. Should I try to create a whole new category like 'bed in a box' did, or just fight for share in an existing one?
  2. A bigger brand just copied my positioning almost word for word - what do I actually do about it?

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