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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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"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 advantages 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
About the Author
W. Chan Kim and Renée Mauborgne are Professors of Strategy at INSEAD and Co-Directors of the INSEAD Blue Ocean Strategy Institute. They are the authors of the international bestseller Blue Ocean Strategy, which is recognized as one of the most iconic and impactful strategy books ever written. Blue Ocean Strategy is a bestseller across five continents, and is published in a record-breaking 44 languages. Kim and Mauborgne are ranked in 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 www.blueoceanshift.com.
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With this book I feel that right now I got the missing piece that I was looking for.
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.
Blue Ocean Shift is heavy on the upbeat and the obvious but short on demonstrated stakeholder returns. Considerable narrative revolves around 'grant' type projects ranging from the Iraq youth symphony creation to the Malaysian prison system expanding real estate on unused military acreage. The results cited are subjective ... spectators applaud and the Iraq symphony is awarded in spite of the admittedly less than competent mastery of the product. Malaysian military acreage prisoners report that they are rehabilitated at rates unheard of criminal rehab. There are interesting stories in the narrative.
The business enterprise Blue Ocean implementers discussed are, on further investigation, not world beaters by any stretch and represent miniscule demand/market disruption in the bigger scheme.
Here lies the thought process that every entrepreneur/business that I know of obsess over ... creating greater demand. The business owning, business reader gets it in spades.
The formula here is to get the 'right' people together - apply and concentrate on Blue Ocean - and market innovation in depth will output. Voila! What is not revealed here is the engineered discipline or metrics schema that would lift this broad premise into systemic and reasoned deployment and action.
Long story short ... it seems like the entrée to the "Blue Ocean" consulting engagement.
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.