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Yes, there are several examples of companies that have successfully implemented the practices of reaching beyond existing demand as outlined in the book "Blue Ocean Strategy". One such example is Cirque du Soleil, which reinvented the circus industry by focusing on adults who were looking for sophisticated entertainment, rather than children. Another example is Southwest Airlines, which created a new market by focusing on non-customers who were previously using other modes of transportation due to high costs of air travel. These companies challenged the assumptions of demand in their industries and discovered ways to create demand with value innovation.
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Reach beyond existing demand. By focusing on non-customers and why they aren't a customer yet, readers can begin to figure out what innovations would result in more value and a broader market. By challenging the assumptions of demand in their industry, companies can begin to discover ways to create demand with value innovation.
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This book challenges readers to rethink traditional incremental innovation approaches. Typically, head-to-head competition is the norm for increasing...
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