Home » Archive » The best sort of blue

, written by Jeremy. Read the commentary.

The good part of Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant by W. Chan Kim and Renée Mauborgne.

The best part of the book is their Strategy Canvas. That paradigm alone is worth the price (which is high and shows they haven’t even innovated on pricing). I’ll leave it to you to grab the book, I don’t want to steal their thunder, but it’s excellent.

Amongst the “metrics” there’s a great framework for identifying alternative markets. The authors provide choose-your-own-adventure quests:

– Look across alternative industries,
– Look across strategic groups within industries,
– Look across buyer groups,
– Look across complementary product and service offerings,
– Look across functional-emotional orientation, and
– Look across time.

They also stamp out a template for building a strategy once a chimeric opp has been spotted. Visual awakening, visual exploration, visual market fairs and visual communication are good methods for filling in the details of the plan (despite the bs names).

At a deeper level their six stages of buyer experiences and road blocks to purchase are super. And the grid they built to illustrate it is one of the few good tables they constructed.

Overall the book is great for spotting dream niches and finding ways to quickly take advantage of them. But a few questions were left unanswered.

For other “Blue Ocean Strategy” posts in this series:

When sharks visit your blue ocean: A quick glimpse of the choice at hand.
Blue Ocean Strategy: The one sentence overview.
When blue oceans turn purple: The low-end of Blue Ocean Strategy.
Blue ocean revival: New interest in Blue Ocean process and discipline.

Comments are closed.