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.
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About the Author
Chan Kim and Renee Mauborgne rank in the top five management gurus in the world in the Thinkers50 list, a title they have held for ten straight years, and are the recipients of numerous academic and management awards around the world including the Nobels Colloquia Prize for Leadership on Business and Economic Thinking, the Carl S. Sloane Award by the Association of Management Consulting Firms, the Leadership Hall of Fame by Fast Company, and the Eldridge Haynes Prize by the Academy of International Business, among others. They are Fellows of the World Economic Forum and the founders of the Blue Ocean Global Network.
Table of Contents
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
About the Authors 413