The only way to beat the competition is to stop trying to beat the competition.W. Chan Kim
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.W. Chan Kim
Value innovation is the cornerstone of blue ocean strategy. We call it value 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.W. Chan Kim
The strategic logic that suggests companies should seek greater size to leverage scale can also limit their growth opportunities.W. Chan Kim
In blue oceans, demand is created rather than fought over. There is ample opportunity for growth that is both profitable and rapid.W. Chan Kim
Blue oceans are defined by untapped market space, demand creation, and the opportunity for highly profitable growth.W. Chan Kim
In the final analysis, business strategy is seeking to convert noncustomers into customers.W. Chan Kim
The more you subtract, the more you add, the more you create.W. Chan Kim
It is easier to create new demand than to fight over existing customers.W. Chan Kim
Rather than accepting your industry as given, you have the ability to reshape it, in your favor, by opening up blue oceans.W. Chan Kim
High payoff comes when you create blue oceans where none existed before.W. Chan Kim
Strategic moves, and not company or industry, are the right unit of analysis for explaining the creation of blue oceans and the root of good performance.W. Chan Kim
The simultaneous pursuit of differentiation and low cost creates a leap in value for both buyers and the company.W. Chan Kim