If you cannot afford or find the official , here are three legal alternatives:
Contrast this with a , which represents all the industries in existence today. The boundaries are defined and accepted. Competitive rules are understood. As more competitors enter, waters become bloody with cutthroat competition, turning the ocean red. Blue Ocean Strategy by W. Chan Kim PDF
A is an analogy for a market space that does not currently exist. It is undefined, uncontested, and ripe for growth. In a blue ocean, demand is created, not fought over. There is ample opportunity for growth that is both profitable and rapid. If you cannot afford or find the official
Before this book, business strategy was largely defined by military metaphors. The goal was to defeat the enemy (competitors) and capture territory (market share). This approach results in a "Red Ocean," where rivals fight over shrinking profit pools, turning the ocean bloody with competition. As more competitors enter, waters become bloody with
Don't just add features. Take away what customers don't value. Often, the most powerful Blue Ocean move is elimination (e.g., no salespeople, no physical stores, no long contracts).