Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth

Very interesting reading.

The first book, blue ocean strategy, was groundbreaking in its perspective on strategy - but the reader was left wondering whether it was in fact possible to implement it in real life, and the big question, how? The authors Kim and Mauborgne have thoroughly answered that question here, by explaining how an array of companies, non-profits, and even governments have successfully used blue ocean strategy in practice. What I like is that the examples in this book are entirely new and are covered in more detail than the first book. 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.

Highly valuable in thinking new thoughts

This was purchased for a college leadership class. Truly opened a new way of thinking about the marketplace and what it takes to be successful. Worth the read.

The sequel to Blue Ocean Strategy, Blue Ocean Shift outlines a methodology to identify blue ocean opportunities. In the prior book the tools were described, but this book follow up with instructions on sequencing and use. Specifically, to find blue ocean opportunities: 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.

The strategical thinking and frameworks on how to compete in an established market have been well known for the last few decades. In Blue Ocean Shift, Kim and Mauborgne demystify the mystic, and explain how to create a new market space in the first place. 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.

Blue Ocean Strategy forced us to think about strategy from a new perspective but we were left with the problem of HOW to actually implement it. Blue Ocean Shift answers that through the systematic five step process to creating a blue ocean move. The new detailed cases, especially the case of the Malaysia government, make is especially interesting and helpful to realising that blue ocean strategy can be used in any situation. What I especially liked were the templates provided and the companion Blue Ocean Studio that, together with the book, provides a holistic approach to creating blue ocean moves. Blue Ocean Shift is an easy-to-read guide for any individual, company or organisation looking to shift their perspectives, be more creative and create new markets. 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.

There are thousands of books on strategic planning, the authors created a blue ocean for themselves in this field with the Blue Ocean Strategy. Obviously, they walk the walk, talk the talk, and have proven that it works by successfully selling millions of copies around the world. In Blue Ocean Shift, the authors extend the strategy with more helpful tools and accessories (some are free and some paid) based on their ten years of experience teaching this strategy to help companies explore and navigate their blue oceans. If you are hunting for a set of tools to help your organization develop a new strategic plan, this book can be helpful for charting the new territory. Why only 3 stars then? The term Blue Ocean is just a nifty term to differentiate this strategic planning tool from others. When you get deep into the blue ocean, you'll find that it's just another term for USP (Unique Selling Proposition), or some other terms that other strategic planning tools may use for differentiation. You can go as far back as 2,500 years ago to Sun Tzu's Art of War--a strategic plan for warfare that has been used in today's business planning. Sun Tzu taught the leaders to pick a different engagement zone where the enemies are not engaging, which is basically a blue ocean strategy. There are books written by scholars to show how Japan used Sun Tzu's Art of War to win the trade war against the U.S. in the late 20th century. You can say that Blue Ocean Strategy is Sun Tzu's Art of War in modern language. However, the weakness of this book is it's not a complete strategic planning tool. Discovering your blue ocean doesn't mean you automatically have all the necessary infrastructure to occupy that territory. Recent history has shown that many companies have entered the blue ocean only to find other well-structured and nimble companies take over. Where is Netscape? Where is Geocity? Some people might not even recognize these names today. What else do I need in addition to Blue Ocean Strategy to be more comprehensive? Among many, I would recommend Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers . Blue Ocean Strategy will nicely complement the Business Model Generation and the combination of the two will keep you nimble on the cutting edge. Another star is deducted for price gouging on the digital version. That's publisher's fault, not the authors, but I want to make a statement as someone who has just bought five copies for my team. The digital books cost next to nothing to reproduce. Any digital book pricing over ten bucks is overpriced. Personally, I protest against publishers for their price gouging practice.

実質10年ぶりの本格的出版。Blue Ocean Strategyが理論の解説中心であったのに対し、こちらは理論をプラクティショナーがコンサルティングプロジェクトとして適用、実践した事例が中心です。英語版にはハードルを感じる方も多いと思いますが、少し頑張って、こちらを読まれた方が、本質が理解できると思います。

Muy bueno. Estrategia del Océano Azul explicado en la práctica. No solo la teoría.

Great book. Helped me to understand the marketing strategy.

Avant de l'acheter j'ai lu des commentaires, certains disaient qu'il ne fallait pas l acheter car , exactement ce qui est écrit dans océan bleu,le livre initial. Pour ma part ce livre est une mise en œuvre de la stratégie océan bleu étape par étape ,donc forcément utile de l'avoir si on veut non pas juste savoir que océan bleu est une stratégie qui existe quelque part .. Mais si on veut l'appliquer

I've been very impressed with the authors' blue ocean thinking, ever since I read the early articles in the Harvard Business Review. I gave the Blue Ocean Strategy book a five star review. When the revised Blue Ocean Strategy book was published several years ago, I appreciated the extended text and give it five stars again but I was a little disappointed as well. I felt the authors would have learnt a great deal about how to find and implement blue ocean strategies and this was missing from that revised book. Finally, the information I wanted is here, in The Blue Ocean Shift. This is a step by step guide on how to look at your existing market position and see the lack of differentiation offered by you and your competitors. The idea is to shock the organisation into recognising the difficulties of red ocean competition. It then takes you through the process of investigating the customer (and non-customer) frustrations that limit or stop buying decisions. Then looking in detail at the different opportunities available before selecting the particular proposition to develop. While the book is written mainly for large companies the basic process of how to look at the market and find new opportunities can be adapted to smaller businesses and entrepreneurial start-ups. It is a very easy decision to give this five stars and it replaces Blue Ocean Strategy in my selection of the 12 best business books for business owners and entrepreneurs. The book can be read as a stand-alone guide as it covers the tools in the first book. However, if you want to move in this direction, I think the extra examples provided by the first book will increase your understanding. Paul Simister, a business coach who helps business owners who feel stuck, get unstuck.