Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth

Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth

by W. Chan Kim, Renee Mauborgne


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Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth by W. Chan Kim, Renee Mauborgne


is the essential follow up to Blue Ocean Strategy, the classic and 3.6 million copy global bestseller by world-renowned professors W. Chan Kim and Renee Mauborgne. Drawing on more than a decade of new work, Kim and Mauborgne show you how to move beyond competing, inspire your people's confidence, and seize new growth, guiding you step-by-step through how to take your organization from a red ocean crowded with competition to a blue ocean of uncontested market space. By combining the insights of human psychology with practical market-creating tools and real-world guidance, Kim and Mauborgne deliver the definitive guide to shift yourself, your team, or your organization to new heights of confidence, market creation, and growth. They show why nondisruptive creation is as important as disruption in seizing new growth.

BLUE OCEAN SHIFT is packed with all-new research and examples of how leaders in diverse industries and organizations made the shift and created new markets by applying the process and tools outlined in the book. Whether you are a cash-strapped startup or a large, established company, nonprofit or national government, you will learn how to move from red to blue oceans in a way that builds your people's confidence so that they own and drive the process.

With battle-tested lessons learned from successes and failures in the field, BLUE OCEAN SHIFT is critical reading for leaders, managers, and entrepreneurs alike. You'll learn what works, what doesn't, and how to avoid the pitfalls along the way. This book will empower you to succeed as you embark on your own blue ocean journey. BLUE OCEAN SHIFT is indispensable for anyone committed to building a compelling future.

Product Details

ISBN-13: 9780316314046
Publisher: Hachette Books
Publication date: 09/26/2017
Pages: 336
Sales rank: 93,747
Product dimensions: 6.30(w) x 9.10(h) x 1.00(d)

About the Author

W. Chan Kim and Renee Mauborgne are Professors of Strategy at INSEAD and Co-Directors of the INSEAD Blue Ocean Strategy Institute. They are the authors of the New York Times, Wall Street Journal, and USA Today bestseller Blue Ocean Shift and the over 3.6 million copy international bestseller Blue Ocean Strategy, which is recognized as one of the most iconic and impactful strategy books ever written. Blue Ocean Strategy is published in a record-breaking 44 languages. Kim and Mauborgne are ranked among the top 3 management gurus in the world in the Thinkers50 list and have received numerous awards from across the globe. They are Fellows of the World Economic Forum and the founders of the Blue Ocean Global Network. For more on these authors and their new book, BLUE OCEAN SHIFT, see

Table of Contents

Preface ix

Part 1 Blue Ocean Shift

1 Reach Beyond the Best 3

2 The Fundamentals of Market-Creating Strategy 40

3 The Mind of a Blue Ocean Strategist 66

4 Humanness, Confidence, and Creative Competence 89

Part 2 The Five Steps to Making a Blue Ocean Shift

Step 1 Get Started

5 Choosing the Right Place to Start 117

6 Constructing the Right Blue Ocean Team 143

Step 2 Understand Where You Are Now

7 Getting Clear About the Current State of Play 163

Step 3 Imagine Where You Could Be

8 Uncovering the Hidden Pain Points That Limit the Size of Your Industry 197

9 Discovering an Ocean of Noncustomers 225

Step 4 Find How You Get There

10 Reconstructing Market Boundaries-Systematically 255

11 Developing Alternative Blue Ocean Opportunities 295

Step 5 Make Your Move

12 Selecting Your Blue Ocean Move and Conducting Rapid Market Tests 321

13 Finalizing and Launching Your Blue Ocean Move 349

Epilogue: A National Blue Ocean Shift in Action 373

Notes 395

Acknowledgments 401

Bibliography 409

About the Authors 413

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Blue Ocean Shift: Beyond CompetingProven Steps to Inspire Confidence and Seize New Growth 5 out of 5 based on 0 ratings. 5 reviews.
Anonymous More than 1 year ago
Great read! This is a really strong read. Both inspiring and with real world examples and guidance. It really got me thinking.
Anonymous More than 1 year ago
The last book by professors Kim and Mauborgne, Blue Ocean Strategy, was a true game-changer in the fields of business and strategy when it was first published. It introduced the concepts of blue oceans - finding uncontested market space, attracting non-customers, and creating value-innovations. The concept of ‘blue ocean’ has now become an ubiquitous part of business lingo, and a part of any strategist’s repertoire. I have to admit I was therefore a bit skeptical about this new book – could it really add something substantially new? I am very happy to see that my initial concern was wholly unfounded. After quickly devouring the 300+ pages, I can only take my hat off to the authors. Professors Kim and Mauborgne again prove why they are considered two of the top business minds alive today, in this exciting, accessible, and very insightful book. In Blue Ocean Shift the authors expands on the theories and principles developed through 30 years of research, and they clearly illustrate why nondisruptive creation is more important now than ever. Whereas the previous book was a great introduction to the theoretical principles of blue ocean strategy, this book is a practical step-by-step guide to exactly how to make the shift to non-competition and how to unlock new opportunities. The book gives rich real-life examples of blue ocean strategy as applied to industries as diverse as youth orchestras, prisons, hotels, kitchen appliances and everything in-between. The step-by-step process of finding blue oceans is laid out in such a clear and concise manner that I felt comfortable to immediately apply the tools myself. The ease of use is the true beauty of this book, and this makes it an essential read for not just business leaders and academics, but also for politicians, budding entrepreneurs, students, and everyone really.
Anonymous More than 1 year ago
The best book I have read in a decade. Couldn't agree more with insights about how important human confidence is in creating a prosperous future and love the process outlined in the book about how to inspire confidence in yourself and your team to achieve the extraordinary. I am super impressed by the simplicity of the growth model that captures complex growth dynamics related to new market creation while delineating and differentiating disruptive and nondisruptive creations . So important for organizational leaders to understand and act upon. The five step blue ocean shift process is easy enough for anyone to follow and powerful enough to propel companies out of the red ocean into blue waters. . The book is both inspirational as well as practical. By the end of the book you will feel inspired to start on your own blue ocean journey and will also feel confident enough that you can do it. Excellent book, persuasive message, outstanding examples. Would strongly recommend this book to anyone interested in exploring creative options for achieving growth and prosperity.
Anonymous More than 1 year ago
Blue Ocean Shift was a liberating experience for me, a mind-blowing read! To think like a blue ocean strategist is to free yourself from the shackles of your industry’s boundaries and best practices. The authors show you why don’t need to put up with unfavorable conditions and focus so much on the competition. The book is full of brand new concepts and fascinating examples, one of my favorites is how one company created a French fry maker that makes healthy fries without frying, and to this day remains unthreatened by competitors. A must-read if you’re looking for a fresh new perspective and want to expand your horizons.
Anonymous More than 1 year ago
5 stars! As a potential future entrepreneur, this book is a valuable guide on how to get started. Loved it. Highly recommended.