by W. Chan Kim and Renée Muborgne

I like the idea behind this title: that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool, and that lasting success comes from creating “blue oceans,” which are the untapped new market spaces ripe for growth.

This book will challenge you to see your competition in a new light, focusing on a creative rather than a combative approach. The authors provide a systematic approach to making the competition irrelevant, presenting a proven analytical framework and the tools for successfully creating and capturing blue oceans.

The authors examine a wide range of strategic moves across a host of industries while highlighting the six principles every company can use to successfully formulate and execute blue ocean strategies They base their views on a study of 150 strategic moves spanning more than a hundred years and thirty industries that they call value innovation. That kind of innovation will create powerful leaps in value for your organization.