I read this 257 pg book last night and loved it’s concepts, easy to follow and realize… Like many things, my business approach steers my journey by natural instinct - this is reassuring that I am on the right path …

In short the books says dont waste your time in the shark infested bloodied red waters of existing old markets with battered war veteran competitors. This road is a river of damnation for success…

The only way to beat the competition is to stop trying to beat the competition. Blue oceans denote all the industries not in existence today. This is the unknown market space.
There is little practical guidance on how to create them simply because they are the unknowns. You focus on making the competition irrelevant by creating a leap in value for buyers and your company, thereby opening up new and uncontested market space.

These businesses who journey blue waters follow a different strategic logic that we call value innovation…

Imagine your clock forward twenty years?or perhaps fifty years? and ask yourself how many new / now unknown industries will likely
exist at this time in the future. If history is any predictor of the future, again the answer
is many of them.

The reality is that industries never stand still. They continuously evolve and the capacity to create new market space that is uncontested.

Cirque du Soleil, truly DID reinvent the circus…

It is conventionally believed that companies can either create greater value to customers at a higher cost or create reasonable value at a lower cost.

Incontrast, those that seek to create blue oceans pursue differentiation and low cost simultaneously.

Cirque du Soleil paid no heed to what the competition did. Instead of following the conventional logic of outpacing the competition by offering a better solution to the given problem? reinvent the circus.

Although the theme of Cirque du Soleil is somewhat vague sometimes (and intentionally so), it brings harmony and an intellectual element to the show - theres magic there…

Of course, there is no such thing as a riskless strategy.

The Six Principles of Blue Ocean Strategy

Formulation principles	Risk factor each principle attenuates
- Reconstruct market boundaries - Focus on the big picture, not numbers - Reach beyond existing demand - Get the strategic sequence right	- Search risk - Planning risk - Scale risk - Business model risk
Execution principles	Risk factor each principle attenuates
- Overcome key organizational hurdles - Build execution into strategy	- Organizational risk - Management risk

To address these factors and questions, we turn to the strategy canvas, an analytic framework that is central to value innovation and the creation of blue oceans.

By looking across alternatives, however, Casella Wines, an Australian winery, redefined the problem of the wine industry to a new one: how to make a fun and nontraditional wine that?s easy to drink for everyone.

Truly when reading this book I was so excited, this is my favorite most enjoyable wine I have found for myself! I am grateful my Partner turned me on to Yellow Tail and shared how and why to appreciate wines from many regions of the world… Larry the owner of Zucchis’ Restuarunt also inspired me with his many journeys from spain, and northern california… I loved the Winery limestone caverns I explored in Paris. This is such a passion you can get lost within…

Reduce
Which factors should be reduced well below the industry?s standard?

Eliminate
Which of the factors that the industry takes for granted should be eliminated?

Raise
Which factors should be raised well
above the industry?s standard?

Create
Which factors should be created that
the industry has never offered?

… all fuse to a centralized concept:
A New Value Curve

The next chapter goes on to talk about NTT DoCoMo (of who I fear monopoly of Telecomm industry) , NetJets who really have never had any competition in thier niche SMB sized private jetline service…

The Home Depot has transformed enormous latent demand for home
improvement into real demand, making ordinary homeowners into
do-it-yourselfers.

Curves; which exploded demand in the U.S. fitness industry, unlocking a huge untapped market, a veritable blue ocean of women struggling and failing to keep in shape through sound fitness.

Ralph Lauren created the blue
ocean of ?high fashion with no fashion.?

Look Across the Chain of Buyers
The purchasers who pay for the product or service may differ from the actual users, and in some cases there are important influencers as well. But consumer purchasers, although strongly influenced by the channel, do not value these things.

Look Across Complementary
Product and Service Offerings
Another is to consider a theater if they offered like a babysitting service, (my 2 cents to the book) or like Mark Cuban wants to do is sell DVDs of the mivies as the viewer leaves the very movie they just saw… why leave this income to Blockbusters…

other conceots to keep in mind…

Reach beyond existing demand. This is a key component of achieving value innovation.

Go for the Biggest Catchment

Secure a Consigliere on Your Top Management Team

the rest of the book delves into detail and examples but you get the vision of the book… email me if you want it…

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