Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant

by W. Chan Kim

Value innovation is the cornerstone of blue ocean strategy.

To fundamentally shift the strategy canvas of an industry, you must begin by reorienting your strategic focus from competitors to alternatives, and from customers to noncustomers of the industry.

three criteria that define blue ocean strategy: focus, divergence, and a compelling tagline.