The theories presented in Blue Ocean Shift challenge existing paradigms by advocating for the creation of new market spaces, or 'blue oceans', rather than competing in existing markets, or 'red oceans'. This approach challenges the traditional focus on competition and instead encourages businesses to innovate and create unique value propositions. The book also introduces the concept of a buyer utility map and the idea of looking beyond the traditional target customer to a longer chain of buyers, which can open up new market spaces.

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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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A purchasing decision usually involves a chain of buyers, not just one target customer. There are the users of the product; the purchasers who pay for it; and sometimes the influencers whose opinions can make a difference. Looking beyond the traditional target customer to this longer chain of buyers can open up new market space.

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A small business can use the key topics or framework covered in Blue Ocean Shift to grow by implementing the following strategies:

1. Identify a new market space: The book encourages businesses to look beyond the traditional target customer to a longer chain of buyers. This can open up new market opportunities.

2. Create value innovation: This involves creating a leap in value for both the company and its customers. It's about creating new demand and making the competition irrelevant.

3. Overcome key organizational hurdles: The book provides a systematic approach to overcome key organizational hurdles that stand in the way of a blue ocean shift.

4. Build execution into strategy: This involves aligning the key activities of a company with its strategic goal of creating a blue ocean of new market space.

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