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Blue Ocean Strategy

TTool · Blue Ocean Strategy

By , Editor · · What’s Next

You've benchmarked every rival. You've squeezed every margin. The team keeps fighting for share in a market where the rules reward everyone equally badly.

Blue Ocean Strategy is W. Chan Kim and Renee Mauborgne's framework for creating uncontested market space. You map competitive factors on a Strategy Canvas, then use the Four Actions Framework — eliminate, reduce, raise, create — to reconstruct buyer value in a way that sidesteps the existing contest entirely.

A four-cell grid labelled eliminate, reduce, raise, and create, each posing a question about industry factors, set beneath a header contrasting an industry curve with a blue ocean.
Method visual — Blue Ocean Strategy
A move inside a Playbook

“I've just been told the strategy has changed and I have to reset everything by Friday.”

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