The Blue Ocean Shift introduces several key concepts to help organizations shift their mindset and products. Firstly, it introduces the idea of creating a 'blue ocean', which is an uncontested market space that makes competition irrelevant. Secondly, it emphasizes the importance of innovation in creating this blue ocean. This involves not just creating new products, but also redefining existing ones in ways that create new value for customers. Thirdly, it introduces the concept of 'Fair Process', which is about involving people in decisions that affect them, explaining the reasons behind decisions, and setting clear expectations. This helps to gain their buy-in and commitment to the shift.
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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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Taken together, these three elements make it possible for people not only to buy into the whole process of a Blue Ocean Shift, but also to be willing to actually implement the changes required to make it happen. For example, in many industries innovation creates added risk, which might not be welcomed by some individuals if their objectives or Key Performance Indicators are aligned only with lowering risks. This is typical of regulated industries. During the Fair Process implementation, objectives and KPIs might need to be re-written such that the organizational culture can shift.