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The Pioneer-Migrator-Settler Map is a strategic tool used in the Blue Ocean Strategy. It helps companies identify their current position and potential for creating a 'blue ocean', a market space free of competition. Pioneers are value innovators with offerings that create new market spaces (blue oceans). Migrators have offerings that are superior to those of the competition in the existing market space (red oceans). Settlers have offerings that meet the industry standard in the existing market space. To shift a company's mindset towards a blue ocean, the map can be used to assess the company's current offerings and identify opportunities for value innovation. This allows the company to move beyond the current industry conditions and create new demand.
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The first step is to map out exactly what industry or product offering you are going to tackle. The best way to do this is to start with the Pioneer-Migrator-Settler Map. Traditional organizational assessments focus on market share and industry attractiveness; but, market share is a lagging indicator that shows where the industry has been, and attractiveness only gives a snapshot of where the industry stands right now. Instead, the first step should be based around the concepts of value and innovation. This lets you look beyond today's performance data and gives you an aerial view of the landscape.
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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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