Why did you write Blue Ocean Shift?

Blue Ocean Shift addresses a key challenge facing virtually every organisation today. How to move yourself, your team and your organisation from competing to creating. Or, from cutthroat markets to wide open new markets in a way your people own and drive the process.

Think about it. What industry today doesn’t face intense competition? Take retail. It’s getting decimated. The competition is fierce. It’s tough. It’s rough. It’s what we refer to as a bloody red ocean.

But the successful companies aren’t in those red oceans. They’re moving into and creating new markets. What we think of as blue oceans.

The question is: How can all of us do that too?

This book lays out the path anyone can follow to get there, using proven steps.

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