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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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#1 WALL STREET JOURNAL BESTSELLER
Blue Ocean Shift is the essential follow up to Blue Ocean Strategy, the classic and over 4 million copy global bestseller by world-renowned professors W. Chan Kim and Renee Mauborgne.
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.
- Print length336 pages
- LanguageEnglish
- PublisherHachette Books
- Publication dateSeptember 26, 2017
- Dimensions6.25 x 1.25 x 9.25 inches
- ISBN-100316314048
- ISBN-13978-0316314046
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#1 WALL STREET JOURNAL BESTSELLER
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Named a Best Book of 2017 by Amazon
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."
―Library Journal
"BLUE OCEAN SHIFTproves 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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Product details
- Publisher : Hachette Books (September 26, 2017)
- Language : English
- Hardcover : 336 pages
- ISBN-10 : 0316314048
- ISBN-13 : 978-0316314046
- Item Weight : 1.2 pounds
- Dimensions : 6.25 x 1.25 x 9.25 inches
- Best Sellers Rank: #45,818 in Books (See Top 100 in Books)
- #63 in Strategic Business Planning
- #106 in Systems & Planning
- #801 in Leadership & Motivation
- Customer Reviews:
About the authors
W. Chan Kim is the Distinguished Professor of Strategy and International Management Emeritus and the Co-Director of the INSEAD Blue Ocean Strategy Institute.
He is the co-author of Beyond Disruption: Innovate and Achieve Growth without Displacing Industries, Companies, or Jobs, and the over 4 million copy global bestseller Blue Ocean Strategy, which is recognized as one of the most iconic and impactful strategy books ever written, and the New York Times, #1 Wall Street Journal, USA Today, and Los Angeles Times bestseller Blue Ocean Shift.
To date, blue ocean strategy and blue ocean shift teaching materials have been adopted by over 2800 universities across the globe. In 2022, Harvard Business Review selected Blue Ocean Strategy as one of the most influential and innovative articles published in Harvard Business Review over the last 100 years. And in 2023 Kim along his colleague Renée Mauborgne were honored as two of the four leading thinkers in the 100 years of Harvard Business Review’s publication for the global impact of their paradigm-breaking body of research and ideas.
Kim has published numerous articles in top academic and managerial journals including Academy of Management Journal, Management Science, Organization Science, Strategic Management Journal, Administrative Science Quarterly, Journal of International Business Studies, Harvard Business Review, MIT Sloan Management Review, The Wall Street Journal, The New York Times, and The Financial Times, among others. The Journal of International Management recognizes Kim as one of the world’s most influential academic journal authors in global strategy.
Kim is the recipient of numerous academic and management awards 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, the Eldridge Haynes Prize for the best original paper by Academy of International Business, among others. He along with his colleague Renée Mauborgne was named the most influential management thinker in the world by Thinkers50.
To learn more, visit www.blueoceanstrategy.com.
Renée Mauborgne is the Co-Director of the INSEAD Blue Ocean Strategy Institute and The INSEAD Distinguished Fellow and a professor of strategy at INSEAD. Mauborgne served on President Barack Obama’s Board of Advisors on Historically Black Colleges and Universities (HBCUs) for the President’s two terms. She is also a Fellow of the World Economic Forum. Her book Blue Ocean Strategy, co-authored with W. Chan Kim, has sold over 4 million copies and is recognized as one of the most iconic and impactful strategy books ever written. She is also a co-author of the New York Times and #1 Wall Street Journal bestseller, Blue Ocean Shift.
Mauborgne is ranked #1 most influential management thinker in the world in the Thinkers50 listing of the World’s Top Management Gurus. She is the first woman ever to top the ranking. She was named among the world's top 5 best business school professors in 2013 by MBA Rankings. Mauborgne received the Nobels Colloquia Prize for Leadership on Business and Economic Thinking 2008.
To learn more, visit www.blueoceanstrategy.com.
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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.
11) Launch!
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.
At the same time, they're entering into a 'red ocean' competition with the Disruptive Innovation model: "We address key issues, such as why focusing on creative destruction and disruptive innovation is limiting and captures only a partial picture of how new markets are created". It seems that they haven't succeeded to create a 'blue ocean' for their own product :)
They are using their only preferred 'hammer' to treat cases like the Groupe SEB's ActiFry as a pure blue ocean 'nail', while it is in fact a mix of Disruptive Innovation (simplicity of use, low cost of cooking, based on a proprietary technology) and Blue Ocean Strategy (healthy cooking, using less fat).
Describing tens of recent cases where companies successfully created new market space, and building on concrete market-creating tools, they take the reader step-by-step through the process of creating new market space. They make the apparent randomness of market creation become a humanistic, teachable and systemic process that can be reproduced.
Whereas the first book, Blue Ocean Strategy, presented the frameworks and thinking of Blue Ocean Strategy, this book is a practical guide on how to apply it to your organization, big or small. The book describes and explains step by step how to run the market creation process in your organization, from the beginning to the end of the journey. It also explains in details how to inspire and build people’s confidence to own and drive the process for effective execution, or what the authors call humanness.
I particularly liked the case of Malaysia’s Community Rehabilitation Program, which is a specific example of how a governmental organization specifically applied the Blue Ocean process and tools to do a Blue Ocean Shift and break the value-cost trade-off.
This is a must-have book for whoever is tired of being confined within an established market, and is looking to a practical guide on how to create new markets of explosive growth.
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.
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Okay, so not touching upon a world of Gen AI and Metaverse, but it doesn't take a leap of faith to propose how one might use the Blue Ocean Shift frameworks with these new technologies.
And that is part of the point why this is a different business management book, because it offers a clear thinking framework to open up new ideas and frame issues in different ways. It can be utilised in both micro and Marco senses and unlike many other books of this ilk, it is easy to pick up and use in the moment.