Blue Ocean Strategy

Argues that lasting growth comes from value innovation — simultaneously raising buyer value and lowering cost — to open new demand rather than out-competing rivals. Tools include the Strategy Canvas and the Eliminate-Reduce-Raise-Create grid.

Core concepts

Best when

• The market is commoditized and everyone competes on the same factors
• You want growth without a head-to-head price war

Watch-outs

• Examples are selected post-hoc; reproducing them prospectively is hard
• Underplays how fast blue oceans turn red