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Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth Hardcover – September 26, 2017
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Winner of The Best Leadership and Strategy Book of 2017 by 800-CEOREAD
"Kim and Mauborgne have followed one blockbuster book with another. BLUE OCEAN SHIFT takes the groundbreaking principles of their original work and offers a smart, systematic plan to help any organization move from competing in existing markets to creating new markets altogether. You needn't be an entrepreneur or techie to take advantage of these insights. You just have to be willing to challenge the assumptions of your industry, ask fresh questions, and--get this--embrace your humanness."―Daniel H. Pink, New York Times bestselling author of Drive and To Sell Is Human
"BLUE OCEAN SHIFT is great: Practical, useful, real-world."―Inc.
"An exciting new book that synthesizes their experience in assisting with the implementation of Blue Ocean strategy....BLUE OCEAN SHIFT provides us with a comprehensive guide to enable any organization with the right mindset to launch and implement a Blue Ocean initiative."―Forbes
"The challenge of any business is to grow in markets that are crowded and competitive, and to do it in a way that is intelligent, effective, and humane. In BLUE OCEAN SHIFT, you will find all of that and more as Kim and Mauborgne guide you on a journey that will open your eyes to the untapped growth opportunities in your business, whether you are a startup, small business, or Fortune 500 company."
―Ram Charan, CEO and board advisor, New York Times bestselling author of Execution
"[A] stirring business primer...[BLUE OCEAN SHIFT] includes powerful real-life examples....This invaluable guide will be empowering to business-minded readers."―Publishers Weekly
Starred Review: "While [Blue Ocean Strategy] helped to identify new avenues for strategic success, it fell short on providing the actual steps needed to jump from a crowded marketplace into the fabled blue ocean of the title. [BLUE OCEAN SHIFT], however, provides a clear process for business identifying opportunities and developing plans for change...This tide provides a course of action for readers of the authors' previous books and should find a large readership among all organizational levels. Highly recommended."
"BLUE OCEAN SHIFT proves to be worth the wait. It is a practical, well-written guide to finding and exploiting blue ocean markets, informed by the experiences of companies and other organizations that have chosen to seek them out rather than compete toe-to-toe in established markets."―Strategy + Business
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I also like how they now provide a step-by-step guide, called the five-step process, to developing a blue ocean strategy, that makes it so much easier to implement blue ocean strategy in reality. It takes away some of the uncertainty of the idea-creation process and makes it easy to try to develop your own blue ocean idea in your team or company.
If previously the concepts and tools of the first book were somewhat scattered and not entirely cohesive, in this book they lay out which tools are used in which step, and for what purpose. Which I find super helpful.
Overall it's a worthy follow up to the first book. Well worth buying if you were intrigued by the first book but couldn't quite wrap your head around using blue ocean strategy in practice. This book will get you there.
I found Blue Ocean Shift inspiring and extremely useful. Like the first book, Blue Ocean Shift describes the key principles of this new way of thinking. In addition, it includes great stories of companies, not-for-profit organizations and even governments that have found success by applying the Blue Ocean approach. And importantly, the book is full of practical expert advice on how to implement a Blue Ocean project inside your organization. If you are a manager or entrepreneur considering driving innovation with your team or a consultant interested in bringing the Blue Ocean approach to your clients, this book is the perfect guide for you. For all, this book will inspire you to think differently about the value you can create for yourself, your organization and your customers.
As someone who was anxious to get to tactics, I found that this book had too many stories of other large corporations that I had to sift through to get to the tactics. Plus, a lot of the advice was based on how to get your business team to help with market research and thinking differently, which I found irrelevant as a sole business owner.
Sometimes I found the tactics to be difficult to apply to my online service based business, because the formulas/charts and examples are largely based on physical products. This made it hard to understand how to apply the knowledge to my industry, although the concepts themselves were straight forward.
Ultimately, I dont feel the book really helped me any more than before I purchased it. I'll have to keep looking for a marketing book that better serves solo-entrepreneurs who sell services, spinning off the Blue Ocean concept.
1) Take a lay of the land by using the Pioneer-Migrator-Settler chart.
2) Create one or more as-is Strategy Canvases.
3) Use the Buyer Utility Map to plot pain points and blocks to utility.
4) Identify customers and noncustomers, the latter being the key to finding new blue oceans. Cross-reference those with pain points.
5) Use the six-path framework to discovery insights that enable the creation of a new strategic offering.
6) Apply the Four Action Framework, deciding which key factors of the as-is offering to eliminate, reduce, raise, and create.
7) Cross reference your key factors with the six-path factors: make sure to get out and about in the real world.
8) Draw to-be strategy canvases: the new offering. Make sure it offers differentiation and low costs.
9) Host a blue ocean fair; share to-be strategy canvases with one another and have the team discuss and vote.
10) Work through pricing, potential partners; build your offering.
For each phase there is more in-depth analysis about how to use the various tools and many case studies, many from businesses that used Blue Ocean Strategy to create a new offering. There are also several introductory chapters that expand on the core premise of the first book.
I have personally used this methodology as a product and business developer in both Fortune 500 businesses and small companies and can attest that it works.
Top international reviews
When the revised Blue Ocean Strategy book was published several years ago, I appreciated the extended text and give it five stars again but I was a little disappointed as well.
I felt the authors would have learnt a great deal about how to find and implement blue ocean strategies and this was missing from that revised book. Finally, the information I wanted is here, in The Blue Ocean Shift.
This is a step by step guide on how to look at your existing market position and see the lack of differentiation offered by you and your competitors. The idea is to shock the organisation into recognising the difficulties of red ocean competition. It then takes you through the process of investigating the customer (and non-customer) frustrations that limit or stop buying decisions. Then looking in detail at the different opportunities available before selecting the particular proposition to develop.
While the book is written mainly for large companies the basic process of how to look at the market and find new opportunities can be adapted to smaller businesses and entrepreneurial start-ups.
It is a very easy decision to give this five stars and it replaces Blue Ocean Strategy in my selection of the 12 best business books for business owners and entrepreneurs.
The book can be read as a stand-alone guide as it covers the tools in the first book. However, if you want to move in this direction, I think the extra examples provided by the first book will increase your understanding.
Paul Simister, a business coach who helps business owners who feel stuck, get unstuck.
Denn die Methodik ist universell einsetzbar: für kommerzielle Produkte, für ein Jugendorchester und sonstige Non-Profit-Projekte und sogar für ganze Nationen.
Wie sein Vorgänger, der Weltbestseller "Blue Ocean Strategy" beruht das Buch auf dem Gedanken, dass es möglich ist, außerhalb der blutroten Ozeane, in denen alle Wettbewerber um dieselben Kunden kämpfen, einen neuen Ozean zu schaffen (einen blauen Ozean), in dem man sehr erfolgreich sein kann und keinen oder wenig Wettbewerb findet.
Denn viele Unternehmen vernachlässigen die Nicht-Kunden. Die Autoren unterscheiden drei Gruppen von Nicht-Kunden:
1.) Kunden, die nur deshalb die bisherigen Produkte kaufen, weil sie keine andere Alternative haben. Sobald es eine bessere Alternative gibt, sind sie weg.
2.) Kunden, die sich bewusst gegen die bisherigen Angebote entschieden haben.
3.) Kunden, die die bisherigen Angebote überhaupt noch nicht in Betracht gezogen habe, weil sie dachten, die Lösungen in anderen Branchen zu finden.
Wichtig dabei ist: Diese Betrachtungen beziehen sich auf die gesamte Branche. Denn die Blue Ocean Strategie ist geeignet, eine neue Branche zu eröffnen.
Seit dem Erscheinen des Vorgänger-Buches haben die Autoren viel weitere Erfahrung gesammelt, positive Beispiele und Fehlschläge ausgewertet. Und dadurch die Methodologie entwickelt, die in diesem Buch sehr ausführlich beschrieben ist.
Die Schritte sind (in meinen Worten):
a) Den Ausgangspunkt zu bestimmen für die eigenen Angebote
b) Die derzeitige Situation in der Branche zu analysieren
c) Sich vorzustellen, wo man sein könnte
d) Herauszufinden, wie man dorthin gelangt
e) Sich dorthin zu bewegen durch schnelle Markttests und weitere Schritte.
Was bestechend ist an dem Buch:
+ Dass zu jedem Schritt sehr wirkungsvolle und dabei doch einfache Tools zur Verfügung gestellt werden
+ Dass darauf hingewiesen wird, worauf man sich im Laufe des Prozesses einstellen sollte, insbesondere auch mögliche Schwierigkeiten und wie man damit umgehen kann
+ wie durch Beispiele aus allen möglichen Bereichen der Horizont extrem erweitert wird.
Wer die "Blue Ocean Strategy" liebt, sollte dieses Buch unbedingt als Ergänzung lesen. Doch das Buch ist auch aus sich selbst heraus verständlich und daher auch für alle geeignet, die sich das erste Mal mit dieser Thematik befassen.
Diejenigen Partien, die sich mit Teamführung und internen Kommunikationsprozessen befassen, sind für Solopreneure im Zweifel nicht so relevant, dafür umso mehr für größere Unternehmen. Doch diejenigen Solopreneure, die ihre Einzigartigkeit verwirklichen wollen und dabei ein profitables und vielleicht sogar verkaufsfähiges Business aufbauen wollen, finden hier die Systematik, wie sie dabei vorgehen können.
Some very simple things like the Pioneer-Migrator-Settler map are not new, but might recall you that you have to start at this level before you do high level implementation. It gives also more detailed information about how to create strategy canvasses as well the implication of the Tier-x customers.
To be strongly recommended for the readers of the first book when implementation has to follow.
The basic premise of the book is simple. Organisations tend to turn inwards or towards the competition when they're trying to expand. However, they should turn outward and think broader than sheer competition.
Organisations should cross the strategic boundaries set by existing practices and set out to build their own reality.
Authors have provided tools alongside major ideas. These tools turn the ideas into practical realities.