Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant

I have read many business books and am an MBA from University of Maryland, Smith School of Business (a great program), so I have also read many business textbooks. This book is not a textbook, but has a systematic approach that entrepreneurs can use in developing lines of business or recreating them in a profitable manner. I particular like that it does not use a "wild west" approach but still encourages you to explore and take risks, just calculated risks. Beginning in 2025, our startup of a bootstrap business has made great use of this older book with weekly meetings on each chapter and the book assigned business development/idea activities. Using Blue Oceans, our startup is now making significant dollars and paying employee salaries. It takes time (~ 6 months) to properly work through this awesome book (not simply read it), but if you want a better shot at succeeding while minimizing costs and unlocking new business development ideas, this book is the pinnacle of great. I hear "Blue Ocean Strategy, Enhanced Edition: How to Create Uncontested Market Space" is being released in ~May 2026. Note that I am 100% unaffiliated with this book and do not know the author.

I am a software engineer starting an automotive advertising business. I have been edifying myself on business over the last year, absorbing all the business info I can from reading books and talking to people. I have to say that this book has been the most helpful, with its out-of-the-box thinking backed with solid real world examples and powerful, simple, and implementable strategies. Most books that address the issues of competing in a crowded market concentrate on how to develop a niche and focus a those customers that demand it. This book addresses this issue from a whole different angle, and very elegantly I might add. The authors tell you to identify all the factors that your competitors (and you) currently compete on. Decide which factors you will eliminate and reduce, factors that reduce margins, etc. Then, focus your efforts on innovating new business factors; factors where you will not go head to head with your competition, yet offer the customer added benefits. There are so many real examples in the book along with their six strategy process that I immediately thought of a few new business factors for my upcoming business. Diverging from the status quo, in effect, moves you from the violent red ocean into the calm blue ocean. Then you need to create a barrier to your newly created ocean. If the new business factors are patentable, required large/existing/non-attainable assets, or created some other natural barrier to the market, then your safe for awhile. Otherwise you will need to use strategic pricing as your barrier, like South West Airlines did. Strategic pricing (process detailed in the book) and creating new business factors (customer benefits) IS value-innovation! This is giving the customer more for less and can only happen in the blue ocean. Companies would go broke doing this in the red ocean! Strategic pricing will help you set your price low enough that you will attract customers from the red ocean and your newly created business factors may even attract customers that were previously non-existent. The execution of your strategy must be very swift and focused, trying to gain as much market share as quickly as possible and making it tough for competitors to enter your blue ocean, much like Microsoft and Wal-Mart have done. This strategy totally goes against the traditional "find a niche, concentrate on select customers", in-the-box kind of thinking that I have been accustomed to reading for the last year. I really love this book and could go on and on. I would easily have paid many times more for this book, as it has become an asset to my new business. As a software guy, all problems look like software problems (if the customers don't like it, add more bells and whistles, etc.). Well, I think this book has finally got me thinking like a business savvy exec.

As a strategy consultant, I am always looking for new methods, frameworks, and tools related to corporate strategy. This book, Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant, presents a simple, cohesive, and practical framework to think about value innovation and corporate strategy. The core concepts of the book, red oceans and blue oceans, are intuitive and lead to interesting insights. The authors present some unique case studies and provide a plethora of visual tools and strategies to implement blue ocean concepts. So what are red oceans and blue oceans? Red oceans are contested market space where existing competitors struggle with each other for customers and profit. This ocean that they exist in is bloodied by competition, and is not where you want your company to be. Blue oceans are uncontested market space, pools of demand and customers that have not been reached by any competitor. The reason for this is that the blue ocean is masked by conventional wisdom and product/service design. To open blue oceans, companies must look at their products, customers, non-customers, and industry in new ways. This book provides tools to accomplish this and illustrates them well with examples such as Cirque Du Soliel and Southwest Airlines. The book has been criticized for being simplistic, catchy, and for borrowing concepts from others. However, when you look at corporate strategy, it is a field which has been examined thoroughly and completely. Hundreds of frameworks, concepts, and tools have been developed and re-hashed. When I think about strategy, this is not the only framework I'm going to use, which is okay. I'm not looking for one solution to all problems. What this book provides is a fresh way of looking at competitive strategy and some simple tools. This book is not a weighty tome, is quick to read, and is easy to understand. This is something I relish. As a strategy consultant, I work alongside my clients to critique current strategies and develop strategies for the future. In that context, simple is better. This book tries to keep things simple and does not bog things down with weighty research and financial analysis. To some, this will be a deal-breaker. There are strategy people out there who think that coming up with presentation full of scientific looking research methodologies and reams of spreadsheet analysis means they've done their job. This is not the case. Developing a blue ocean strategy is not a simple process. You should do your due diligence and consider financial analysis and market projections. However, you cannot let these things bog you down. This is why so many strategies fail or are never implemented. This book is not a panacea which will show you how to dominate your market. It isn't meant to be. What you will gain from this book is another way of thinking about strategy, some useful tools, and case studies to illustrate how to use things. The rest is up to you. Key Reasons To Buy: * Concise and easy to understand * Presents intuitive and applicable concepts related to strategy and innovation * Provides tools and case studies to illustrate concepts as well as conceive/execute blue ocean strategy on your own Perceived Weaknesses: * Some frameworks are derivative in nature * Research is not rigorous or quantitative

BLUE OCEAN STRATEGY: Authors - W. Chan Kim and Renee Mauborgne, distinguished Fellows of INSEAD, "the business school for the world, which brings together people, cultures and ideas from around the world to change lives and to transform organizations" [...] Major article contributors to name a few, ie., the Harvard Business Review, Financial Times, Wall Street Journal and the New York Times, etc. Both founders of the Value Innovation Network (VIN) and Value Innovation Action Tank (VIAT) in Singapore. Summary - How do you create an uncontested market space and make the competition irrelevant? The content of this book is based on the authors believe that high growth and profits can be generated to produce new demand in uncontested and untapped market space, or "Blue Ocean" versus "Red Ocean" strategy, which the competitive rules are known and the industries market space boundaries are defined. Blue Ocean's proposed strategy is to differentiate between product/service and lower cost. This book provides career professionals with creative, insightful innovative ideas through consideration of utility placed on value, price and a cost affective strategy approach to gain uncontested market space. The impact of their strategies will enable a company to position themselves within new market space to sustain profit, growth and maneuver successfully through the worldwide sensitivities, competition and uncertainties affected by the factors and variables of a global economy. The authors provide proven cases, models strategies and examples which substantiate their approach. What five things gleaned from this book regarding the importance of Blue Ocean Strategies are: 1. Marketing leaders would be wise to consider the opportunities of redefining and reconstructing buyer value elements and innovation to create new forms of strategy leading to changes and discovery of recombination(s) and find new solutions to subsystem activities, to serve and reinforce an existing strategic position. 2. Companies would do well to capture the mass of target buyers from the outset and expand the size of the market by offering radically superior value benefits at price points accessible to them. 3. The focus of Blue Ocean Strategy does not restrict output at a high price but rather on creating new aggregate demand through a leap in buyer value at an accessible price. This creates a strong incentive, not only to reduce costs to the lowest possible level at the start but also to keep it that way over time to discourage potential free-riding imitators. 4. Firms with monopolistic positions often do not focus on efficiency and cost reduction and hence consume more scarce resources, consumer demand drops and prices artificially increase. The monopolistic practice, by consuming more of the society's resources, incurs dead weight loss for the society at large and achieved at the expense of consumers and society at large. 5. Learning to develop a Blue Ocean Strategy approach of non-rival and non-excludable goods, such as knowledge, ideas and entrepreneur ingenuity cannot be reproduced and have potential to increase growth. Concluding that Blue Ocean Strategy is based on a non-combative approach to a win-win break through in value achieved by innovation to create new forms of strategy leading to changes and discovery of recombination(s) and finding new solutions to subsystem activities, to serve and reinforce existing strategic position. Buyers win and society at large benefits from improved efficiency.

As the author of twenty-two books on organizational development, it pains me to say this but Blue Ocean Strategy is the finest book on business strategy that I have ever read. It is groundbreaking, practical, powerful and useful in the most fundamental terms possible. One of the more important contributions that Blue Ocean Strategy makes is the notion that the system we use to think through a problem tends to determine the (form or type of) answer that we will eventually come up with. The author’s example of this of course is that the market is presented to us as a two-headed supply and demand monster (my analogy, not theirs) which historically inclines us to think historically on the supply side of that equation as opposed to the demand side. This of course leads even bends us to a “me too” mind-set frothing about, even spilling our blood in an infinitely red ocean. BOS helps us to think “systematically” on the “demand” side of the question. They show us “systematically how to innovate something that customers don’t even know they need, nor do our competitors by the way, and thus we are able to render the competition irrelevant. In other words with this book the authors show how to not compete in a market, but how to create the market. Then the authors show the six ways we can “systematically” think our way through on the demand side of the equation to a solution that is innovative and strongly needed by the market. There are several other very powerful concepts, posited in Blue Ocean strategy, primarily around the systematization of the innovation process and the persnickety issues of follow-through that every leader needs to know. I think that every business leader would do well to read this book. I am quite sure that it is destined to become a classic as I’m sure it likely already is. Gary "Buddy" Burge Ph.D. “The CEO Coach” 96 Hedgerow Lane Kleinburg, Ontario L0J 1C0 905-893-2463 info@buddyburge.com www.buddyburge.com

But certainly not deceiving, like so many "how to manage well" works of the last several decades. I found this book not just inspiring, but also immediately useful in reframing how business can be done. There are many very good summaries of the contents by other reviewers in this forum, so I will not repeat. The central point is so straightforward and simple that I whacked myself on the forehead and wondered why someone hadn't expressed the point of view so well earlier. That central point to me was that a business, maybe any business, can for a time break into an area of low competition, high customer value with their product or service. It is almost too obvious that this is where most enterprises would truly like to be, rather than beating their heads daily or hourly against teeth-grinding, sometimes destructive competition. I personally found the analysis useful, and being of quantative nature, actually liked doing the listing and charting to generate ideas. The reader will probably spot some areas (small, to be sure), that can be safely ignored: - The authors' comment about spotting an "incoherent strategy" by a jagged value curve (p. 42, hardcover) is nonsense, as you could generate many value curve shapes by how you arrange the value items across the bottom of the graph. - The "principles of fair process" (p. 174) is stuff that has been written about a zillion times, and the correct answer is mostly a "if it comes out right, it was the right way" kind of thing. Nevertheless, I highly recommend this as one of the best marketing books I have seen in some time.

I had high expectations of "Blue Ocean Strategy". The book never came recommended, but it has been a business best-seller... though I'm not quite sure whether that says anything about the quality of a book. I have to say that the book isn't bad but it wasn't very fantastic either. It had its good moments (earlier chapters) but also its bad moments (when it becomes too much like a recipe). Blue ocean strategy is about creating an organizational strategy that is not based on the competition but based on finding a new market. The book consists of three parts: 1) Overview, 2) Formulating a strategy, 3) Executing the strategy. The first part defines Blue Ocean strategies and gives several examples of where companies have created a blue ocean. It also introduces several tools that are useful for analyzing markets and that might enable finding a blue ocean (which they call unlock a blue ocean). The second part talks about how to formulate blue ocean strategies. It shows how to the the strategy canvas for mapping out the current markets and how to break out of these by eliminating or enhancing factors of the product. Also it covers how to look beyond customers and find out how to create new customers by delivering additional value (which is what they name value innovation). The last part covers the execution of a strategy (which was the part I liked least). The authors realize that a strategy without execution won't be too beneficial, but realize there are certain common obstacles for executing a blue ocean strategy, especially related to the organization. They give examples of how you can overcome these hurdles. The book was ok written. I felt it was a bit dry at times. The case studies were pretty good, but they were all retrospectively. That is also what bothered me most about the book, which is the authors have analyzed many cases and then created a process about how such a strategy could have been created. But in most cases, I guess, the tools from this book were probably not used as the road from strategy to execution doesn't go in the nicely defined steps the authors describe (at least, not in my experience). This caused a feeling that the book was too theoretical. It isn't a bad book but it was definitively not a 'yeah' book either. I wouldn't quickly recommend it except for people intensely interested in strategy. So, just three stars.

🌟 Dive into the world of strategic innovation with "Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space." This groundbreaking book presents a fresh approach to business strategy, guiding readers on how to discover new market opportunities and create uncontested space for growth. Get ready to embark on a journey of strategic discovery and unlock your organization's full potential! 🌟 🌼 Top 5 Takeaways 🌼 1️⃣ Beyond Competition: "Blue Ocean Strategy" challenges the traditional approach of competing in crowded market spaces. It introduces a concept of creating uncontested market space, allowing organizations to break free from fierce competition and open up new avenues for growth and success. 2️⃣ Value Innovation: The book emphasizes the importance of value innovation, which involves delivering exceptional value to customers while simultaneously reducing costs. By focusing on both differentiation and low cost, organizations can unlock new market opportunities and redefine industry boundaries. 3️⃣ Strategic Framework: "Blue Ocean Strategy" provides a practical framework for identifying and developing blue ocean opportunities. It guides readers through a systematic process of analyzing existing markets, exploring new customer segments, and creating innovative value propositions that disrupt traditional industry norms. 4️⃣ Real-Life Examples: The book features numerous real-life examples and case studies that illustrate successful blue ocean strategies across different industries. These examples offer valuable insights into how organizations have created uncontested market space and achieved significant growth and success. 5️⃣ Implementation Roadmap: In addition to theory and concepts, "Blue Ocean Strategy" offers a roadmap for implementation. It provides practical guidance on how to overcome organizational hurdles, align stakeholders, and execute blue ocean strategies effectively, making it a valuable resource for turning concepts into action. ⭐ Pros ⭐ ✅ Fresh approach beyond traditional competition. ✅ Emphasis on value innovation for growth and success. ✅ Strategic framework for identifying blue ocean opportunities. ✅ Real-life examples across various industries. ✅ Implementation roadmap for effective execution. ⛔ Cons ⛔ ❌ Requires adaptability and openness to challenge existing business practices. ❌ Some concepts may require careful adaptation to specific industries or contexts. 🌟 In summary, "Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space" is a groundbreaking resource for organizations seeking to break free from the confines of traditional competition and explore new market opportunities. With its strategic framework, real-life examples, and implementation roadmap, it provides valuable insights and practical guidance for organizations aiming to redefine industry boundaries and achieve sustainable growth. Dive into the blue ocean and unleash your organization's untapped potential with this transformative book! 🌟

Blue Ocean strategy “Blue Ocean Strategy” by W. Chan Kim and Renee Mauborgne is definitely a good read for imminent strategists. What is Blue Ocean's strategy? – It is all about - a) Creating uncontested market space. b) Making competition irrelevant c) Creating and capturing new demand d) Breaking the value–cost trade-off e) Aligning the entire system in pursuit of differentiation and lost cost. It turns on the head the erstwhile principle that states high pricing and high cost only create value The four-legged principle of a Blue Ocean strategy is eye-opening: 1. Eliminate 2. Reduce 3. Raise 4. Create All the principles need to work together for the new path-breaking strategy to be implemented. The sequence of the Blue Ocean strategy revolves around the below four steps: 1. Buyer utility 2. Strategic pricing 3. Target costing 4. Adoption hurdles It is good to wrap your head around the contents, it will certainly give a ripple effect.

This book is an absolute must-have for anyone in a startup or really small or medium sized business. There is nothing that disturbs me more than people who struggle in business with their fingers in their ears swimming in a red ocean. In Canada we have a lot of monkey-see-monkey-do businesses that rely on continuous rounds of big government money and meandering from one tech bubbles to the next to survive and it drives me nuts. This book is the solution.

Great Book for Bussiness

Excelente libro para mejorar las ventas Crea una nueva visión de cómo vender en estos tiempos modernos. No solo se enfoca en lo convencional, también le da importancia al trabajo interno en la empresa

Ottimo libro con buoni spunti. un MUST da leggere.