Blue Ocean Strategy

This is a book written by W Chan Kim and Renee Mauborgne.

Some excerpts.

* There are no permanently excellent companies.
* We need to make a positive difference and to replicate it systematically
* We need to create a blue ocean strategy
* Red ocean is bloody competition
* Blue ocean is uncontested market space that makes competition irrelevant
* It grows demand and breaks away from competition

It quotes the example of Cirque du Soleil. Instead of adopting a red ocean strategy to compete with other circus on the same operating model, e.g. use animals, it adopted a blue ocean strategy and created a new type of experience using highly trained gymnasts. It became very successful, and grew the market without having to face any competition.