How to win the competition? You can challenge your opponents on a head-to-head competition. Suppose that your target is to book 200 contracts each month. In order to fulfil the target you can compete on pricing. It means that you should give bigger discount than your opponents.

But head-to-head competition has its own limitation. There is another way to compete. A smarter way. Chan Kim and Mauborgne propose another solution:

Don’t compete with your competition, why don’t you make them irrelevant!

The book idea is to give your customers better services without any head-to head competition. It gives you a framework helps you to re-design your products/services. It helps you find your niches.



The book is quite easy to read and has an excellent and brilliant idea. It’s a must for anyone responsible in decision making.

Innovation plays a central role in  businesses that want to stand out and not fit it. This book  has practical tools on how to position yourself as a blue ocean company.


Some of the interesting quotes I underlined from the book:


– “What consistently separated winners from losers in creating blue oceans was their approach to strategy.  The companies caught in the red ocean follow the conventional approach, racing to beat the competition by building a defensible position within the existing industry order.  The creators of blue oceans, surprisingly, didn’t use the competition as their benchmark.  Instead they followed a different strategic logic that we call value innovation.” 


– “Value innovation is the cornerstone of blue ocean strategy.  We call it valued innovation because instead of focusing on beating the competition, you focus on making the competition irrelevant by creating a leap in value for buyers and your company, thereby, opening up new and uncontested market space.”


– “Value innovation places equal emphasis on value and innovation.  Value without innovation tends to focus on value creation on incremental scale, something that improves value but is not sufficient to make you stand out in the marketplace.  Innovation without a value tends to be technology driven, market pioneering, or futuristic, often shooting beyond what buyers are ready to accept and pay for.”


– “Value innovation requires companies to orient the whole system toward achieving a leap in value for both buyers and themselves.” 

– “Blue ocean strategy challenges companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant. Instead of dividing up existing and often shrinking demand and benchmarking competitors, blue ocean strategy is about growing demand and breaking away from the competition.” 

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