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Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth

3.90  ·  Rating details ·  1,209 ratings  ·  142 reviews
Blue Ocean Shift is the essential follow up to Blue Ocean Strategy, the classic and 3.6 million copy global bestseller by world-renowned professors W. Chan Kim and Renee Mauborgne.

Drawing on more than a decade of new work, Kim and Mauborgne show you how to move beyond competing, inspire your people's confidence, and seize new growth, guiding you step-by-step through how
Hardcover, 336 pages
Published September 26th 2017 by Hachette Books
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Average rating 3.90  · 
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 ·  1,209 ratings  ·  142 reviews

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Dec 12, 2017 rated it liked it
I love the metaphor. But in the end, this book feels like one more “how to be awesome” business book. It’s better than many, but there are others that more adequately and effectively show what makes for health and success.
Dec 03, 2018 rated it liked it
As Blue Ocean is so closely tied to the INSEAD brand, it seems to be almost required reading for Alumni. If we assume that the really brilliant ideas would be considered mathematically "elegant" - ie obvious once you see them, perhaps this book is brilliant. However, like Blue Ocean, it takes a couple of hundred pages to get through some pretty simple ideas.

So takeaways:
1. Find out what people want and the industry is currently not providing, and deliver more of that.
2. Find out what people don
Nov 05, 2017 rated it liked it  ·  review of another edition
"Blue Ocean" is a nice metaphor, but is it a method? Supposedly it is "proven," so what is the proof?
After reading this book, I'm not sure. There are a few examples given of successful endeavors, but it's not clear to me what that means. Did the authors consult with 1,000 organizations and come up with 10 positive examples? Are there examples of Blue Ocean success from organizations that didn't use their procedures or even hear of their metaphor? Are there any rigorous evaluations of this approa
Eli Holbourne
Sep 04, 2017 rated it it was amazing
Blue Ocean Shift was a liberating experience for me, a mind-blowing read! To think like a blue ocean strategist is to free yourself from the shackles of your industry’s boundaries and best practices. The authors show you why don’t need to put up with unfavorable conditions and focus so much on the competition. The book is full of brand new concepts and fascinating examples, one of my favorites is how one company created a French fry maker that makes healthy fries without frying, and to this day ...more
Tõnu Vahtra
Oct 14, 2018 rated it really liked it
Because swimming in the red oceans is too mainstream... Should have started from the original "Blue Ocean Strategy" first probably, this is the book of applying the blue ocean strategy. I was not particularly impressed from the first chapters of the book as the message was quite common sense but it did get better later. The key differentiation of this book is the focus on "non-customers" (both primary non-customers who are missing something from offering and also secondary who had different alte ...more
Jacek Bartczak
Oct 21, 2019 rated it really liked it
Very useful framework but a quite too long book. Or maybe the style of writing just wasn't for me - I've never had such problems in concentrations. Everything changed once I had switched to the audiobook. But I still have to come back to some parts in a paper because they were too precious to not rethink them for a while ...more
Anise Pertl
Nov 15, 2017 rated it really liked it  ·  review of another edition
A practical play by play.
Benjamin Marcher
This review has been hidden because it contains spoilers. To view it, click here.
Ashfaque Reza
Apr 07, 2020 rated it liked it
Very disappointing after reading its legacy book "Blue ocean strategy". Its just an old book with unnecessary extension. ...more
Max Lapin
Dec 12, 2018 rated it it was ok
Very disappointingly banal book. Utilizing the bright blue ocean strategy idea the authors wanted to write yet another bestseller a dozen years later. They failed.

It is a very sad story on “presentations must be under 5 minutes”, “appoint a strong leader”, “keep dissent up” with hardly any new content.

Even the “new” six path approach is a replica of Porter’s five
Christopher Lawson
Aug 18, 2017 rated it really liked it
In BLUE OCEAN SHIFT, Professors W. Chan Kim and Renee Mauborgne continue their analysis, following up on the well-received BLUE OCEAN STRATEGY. In this sequel, the professors dive into more detail, and provide a detailed “Blue Ocean” plan. Do not expect to just breeze right through this book; it will take time to grasp the details.

The theme of this book:

“Study those who had applied our theory and methodology to their organizations to create and capture blue oceans.”

The authors remind the reader
Jun 06, 2018 rated it it was ok  ·  review of another edition
The book initiated some good ideas and a different way of thinking. It helped me and my colleagues think of our business venture at least a little differently. It provoked discussion. In the end though, its big-company mentality dwarfed my small corporation, and the tasks at the end got increasingly ridiculous. If one had enough bandwidth to do all the research and investigation the book suggested, then it would be unlikely that one could find himself in need of the book in the first place.
May 08, 2018 rated it really liked it
We’ve all heard the old trope, “If you build a better mousetrap, the world will beat a path to your door,” but how many of us have thought about how to actually do this in our own industries? Our third book in the Thought Readers book club presented by Lisa Larter takes the “what” from the 2005 best seller, Blue Ocean Strategy, and provides the “how” with the 2017 release of Blue Ocean Shift.

So, WHAT is a “blue ocean” anyway?
In 2005 W. Chan Kim and Renee Mauborgne wrote the international best-se
Jack Greenrose
Mar 17, 2019 rated it liked it
This is a why-not business book. Why not read it? The original blue ocean was great. Why not? Well, why not. I did. And this book is definitely okay. I even had a few moments of clarity while reading it that may help me turn my business and industry around. So most certainly reading this wasn't a waste of time. But this can be a very repetitive piece of writing. The same examples are told and retold again and again and yet again until the dead horse's meat is kicked so tender that you could eat ...more
Sep 27, 2017 rated it liked it  ·  review of another edition
As a business book, I would recommend this title for organisations looking to shift their business out of a rut where they may not be performing as they would like to. It's more a workbook, so you'll need a physical/digital copy, plus the bonus materials it mentions, to get the full benefit of it.

I listened to the audio book and would not recommend this as you can't pull over and make lists of things, or remember all the things you should be doing when you have your next Blue Ocean Shift team me
Katrina De Leon
Oct 26, 2019 rated it liked it
Shelves: business-books
The long-anticipated follow-up to Blue Ocean Strategy, Blue Ocean Shift provides a decade of new research, as well as detailed systems and processes to get the transformation started as quickly as possible in your organization. Slightly repetitive to the first book, however, I can’t get enough of these blue ocean case studies. This one also took things a step further by offering up exercises to dive in quicker.

One of my fave exercises is to ask your team to look around the room for 30 secs and a
Jan 25, 2018 rated it it was ok
Blue Ocean Strategy is a classic for a reason. However, this sequel is full of fluff.
John Stinebaugh
Apr 23, 2020 rated it it was amazing
A good practical guide to guiding the Blue Ocean Process. If you are responsible for implementation this is a book for you.
Marko Cadez
Jul 04, 2020 rated it really liked it  ·  review of another edition

GOING OPERATIONAL! There is one (but not only one) main gain in reading this great book! A lot of stuff was written on Blue Ocean Shift, but never going so far inside practical, operational actions, steps, moves. Never so transferable from the discourse to the real business environment we are living in.

Reduced to the maximum there are two concepts if not mindsets of assessing opportunities. The first known as RED OCEAN STRATEGY (which is market-competing /
Nov 05, 2017 rated it liked it  ·  review of another edition
This review has been hidden because it contains spoilers. To view it, click here.
Aaron Mikulsky
Nov 20, 2020 rated it really liked it
When Blue Ocean Strategy (I loved this book!) was published in 2005, authors W. Chan Kim and Renée Mauborgne overturned traditional strategic management practices. They argued that traditional cutthroat competition tactics produced nothing more than a “red ocean” of bloody rivals chasing a shrinking pool of profits. Lasting success, they argued, lay in “blue oceans” - untapped markets with limited competition that were ripe for exponential growth. Kim and Mauborgne’s follow up book, Blue Ocean S ...more
Petteri Luukkainen
I first got familiar with the BOS concept about 10 years ago during my studies and have used the whole model or parts of it after that every now and then at work and also been part of the "external evaluation team" of the BOS shift demonstrations with student groups at local university of applied Sciences couple of times. BOS offers I nice set of easy-to-use tools for business modeling. One of it's greatest strengths is it's simplicity and low threshold for the deployment wether the participants ...more
Feb 01, 2018 rated it it was amazing
This is a follow up to the best selling Blue Ocean Strategy. This time, the professors from INSEAD are back and they are going to coach you for the price of this book. They broke down the process to achieve Blue Ocean nirvana into steps:

1. Choose an area that has stopped growing

2. Choose a team including at least the heads of all the departments (including backend ones like HR)

3. Go to the ground and experience the product or service in question as a user, to find out the ‘pain points’

4. Put thi
Apr 30, 2020 rated it it was amazing
Blue Ocean Shift was a thrilling experience for me, and an amazing book to read. To do things like a blue ocean strategist is like getting yourself free from the industry’s restrains and best practices. The book showed me why I don’t need to focus on only competing with my current competitors in the industry but think out of the box and look into other opportunity and open a new frontier for yourself. The book is full of brand-new concepts and interesting examples such as the company that came u ...more
Erik Surewaard
Oct 25, 2017 rated it really liked it  ·  review of another edition
As an alumni student of the INSEAD MBA programme, I also had a class on blue ocean strategy given by both authors of this book. Comparing to other strategy frameworks, I was already impressed by the fundamentals and way of thinking behind the Blue Ocean strategy, as also described in their first book.

I honestly have to say that upon buying this book, I was afraid it would be a repeat of the concepts in their first book.. The truth couldn’t have been further from my original assumption.

Whereby ma
Stephanie Thoma
Sep 25, 2018 rated it liked it
The main idea is that a blue ocean is uncharted territory- it’s not about competing or being the best version of something that already exists- that’s a red ocean. My rating is a 3 because I often found myself bored while reading this book. If you have a specific business in mind and can plan as you go it may be a more engaging read.

- 6 stages of the buyer experience cycle: in retail it’d be purchase-chill-open/share-drink-dispose
- identifying non customers of your industry and brainstorm
Angela Lam
I prefer this book to Blue Ocean Strategy (BOS), and I already loved BOS from the onset, so this is definitely a 5* for me.

This book includes all the major ideas and tools from Blue Ocean Strategy. PLUS it now organizes them into a 5-step process, with specific tips on how to put together and bring your team through the exercises and fieldwork. It's clearly structured and written, with great examples/case studies and none of those boring academic writing which is common for such books (whew).

Vivek Gupta
Nov 27, 2019 rated it liked it
I read the original Blue Ocean strategy almost 13 years ago and it was one of my first business strategy books. So When the follow up came out, I had it on my reading list for a while. Finished it last night and the verdict:

Sequels are really hard :) When the original came out, it sparked a new line of thinking and introduced the mainstream business world to blue ocean-red ocean terminology. The new book has a set of good case studies and a recommended methodology on how we can shift from red oc
Jimmy Tu
Dec 11, 2017 rated it it was amazing
I was pleasantly surprise to learn how actionable this book was. I've read a ton of strategy books and they all express researching your customers, but this book goes one step further and provides a series of templates to help you ideate a plan prior to extract every minute of value from your target customer groups.

The 5 phases listed below had forms that helped you break down your information visually to helped my stakeholders and I to plan our next steps. I found the Buyer Utility Map to be mo
Pang Khong Yun
Sep 14, 2019 rated it it was amazing
The methods and steps to execute blue ocean strategy in this book is pretty straight forward but in terms of applicable is generally still in doubt and uncertainty (The book did give a couple of examples, while these are all based on an already succeeded companies which did not really use the same methods to execute their creative and innovative advances, except for Malaysia's CRP program which marked as their most successful case for implementing the method). Overall, the book is accompanied wi ...more
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W. Chan Kim is the Co-Director of the INSEAD Blue Ocean Strategy Institute and a Chair Professor of Strategy and International Management at INSEAD. His book Blue Ocean Strategy, co-authored with Renée Mauborgne, has sold 3.6 million copies and is recognized as one of the most iconic and impactful strategy books ever written. It is being published in a record-breaking 44 languages and is a bestsel ...more

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Why not focus on some serious family drama? Not yours, of course, but a fictional family whose story you can follow through the generations of...
72 likes · 28 comments
“We call this atomization after Einstein’s reflection that if you deconstruct any challenge into its basic components, or atoms, and focus on solving them one at a time, even the largest challenge shifts from being overwhelming to being intellectually and psychologically solvable.” 1 likes
“Blue ocean shift is a systematic process to move your organization from cutthroat markets with bloody competition—what we think of as red oceans full of sharks—to wide-open blue oceans, or new markets devoid of competition, in a way that brings your people along.” 1 likes
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