OnBoard Consultancy -

What is Blue Ocean Strategy Go where no business has been before! Blue Ocean Strategy (BOS) is a simultaneous pursuit of differentiation (a leap in buyer value) and low-cost (drive down industry cost) to create new market space. BOS is not about competing, it's ultimately about making the competition irrelevant
Create a Reconstructionist View Consider reconstructing existing boundaries and industry structures that dominate management thinking in your industry. Existing boundaries and structures should not hinder you from identifying ways to create new demand. Shift your thinking from Supply to Demand!
Create New Demand There are non-customers out there who are currently not served by your industry and could become your new customers. Look outside your existing customer base! Capitalise on existing demand but ensure you leave no stone unturned in exploring ways to convert non-customers into customers
Challenge the Industry Cost Surely the industry you operate in has a degree of over capitalisation that is not adding value and is simply not needed by your customers. Whether that is in product, service or delivery systems. You need to identify these areas and eliminate them from your value proposition. Ultimately, in your pursuit to Value Innovate you need to be the leader in driving down the industry cost.

MEDIA COMMENTS - source:© Kim & Mauborgne, 2007

"Blue Ocean Strategy will have you wondering why companies need so much persuasion to stay out of shark-infested waters". - BusinessWeek, USA

"Examples of successful blue ocean companies, from Cirque du Soleil to Australian winery Casella Wines, help make it clear how well these techniques work and how they can be implemented in almost any industry." - BizEd,UK

"Blue Ocean Strategy challenges everything you thought knew about strategy" Kim and Mauborgne are methodical. Their work is characterized by rigorous research and attention to detail." - Business Strategy Review,UK

"In the fierce climate of today's business world, it's startling to hear the assertion that the way to win is to stop competing. That's exactly what Blue Ocean Strategy proposes. W. Chan Kim and Renee Mauborgne, a European strategy Guru team []... a comprehensive study of companies that achieve blue ocean status." Dallas Morning News, USA

"Blue Ocean Strategy...is by far the most potent book I've read in 2005." Across the Board

"Challenges everything you thought you knew about strategy. " -Business Strategy Review

"Even before you have finished [Blue Ocean Strategy's] 240 pages of analysis and action frameworks you will be trying to figure out which ocean your company is sailing on (it may be both) and at what cost to growth and profits (probably higher than you think)." Industry Week, USA

"A book like this is a rare thing. Everyone should read it. It must give rise to discussion in management committees and boards of directors. Put it on your table as a reminder and as a provocation." Børsen, Denmark

"Read this book. Not tomorrow. But today. Turn off your television. Light your lamp and go for a sail on the blue ocean, where none of your competitors have ever been. And where the rules are unknown. That is where you will find all the possibilities. This is one of the greatest strategy books ever!" Jyllands Posten, Denmark© Kim & Mauborgne, 2007