Blue Ocean Classics

Companies have a huge capacity to create new industries and re-create existing ones, a fact that is reflected in the deep changes that have been necessary in the way industries are classified.

blue ocean is created from within a red ocean when a company alters the boundaries of an existing industry.

Blue oceans denote all the industries not in existence today—the unknown market space, untainted by competition. In blue oceans, demand is created rather than fought over.

Products turn into commodities, and increasing competition turns the water bloody.

Red oceans represent all the industries in existence today—the known market space.

a blue ocean strategy is ultimately a creative act. It’s about seeing your world differently and unleashing the creativity of the people in your organization.