How can traditional sectors like manufacturing or retail apply th

Traditional sectors like manufacturing or retail can apply the innovative approaches discussed in the Blue Ocean Shift by shifting their focus from competing in existing markets (red oceans) to creating new markets (blue oceans). This involves making market-creating moves rather than market-competing moves. The first step is to challenge the industry conditions and assumptions, and not see them as constraints. Then, they need to find a balance between value and differentiation, without assuming a trade-off between the two. By doing so, these sectors can break out of their red oceans and move into a blue ocean.

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Whether the head of a large bureaucratic corporation, a small non-profit, or a government department, organization leaders tend to assume that the conditions of their industry are a given, a set of constraints that form the boundaries of the red ocean in which they must compete. Focused on competing over customers, leaders assume that there is always a trade-off between value and differentiation. But that assumption is wrong. Organizations can break out of red oceans and move into a blue ocean with a Blue Ocean Shift. Breaking out of the red ocean starts by swapping market-competing moves in favor of market-creating moves. There are three overall components to a successful Blue Ocean Shift.

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Blue Ocean Shift

Released in early-October 2017 — Blue Ocean Shift — is the continuation of the award-winning Blue Ocean Strategy, a bestselling strategy book based on...

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