Blue Ocean

Also called Blue Ocean Strategy and Red Ocean

A strategy of creating a new, uncontested market space (a blue ocean) instead of fighting rivals in a crowded existing market (a red ocean). From the book Blue Ocean Strategy.

Why it matters

Competing in a red ocean means fighting on price and features against entrenched players; a blue ocean lets you set the terms. Finding one, by serving a need nobody else does, is a powerful but demanding path.

For example

Cirque du Soleil created a blue ocean by inventing a new kind of show, sidestepping the crowded, price-competitive circus market entirely.

Related terms

Category Creation Disruptive Innovation Positioning

Go deeper

See how founders actually handle this on Growing and marketing, part of the Starting Up hub.

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