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