Blue Ocean Strategy
Purpose
Help clients find uncontested market space instead of competing head-on
How to Use
1. Plot the industry's competitive factors on a strategy canvas (x-axis = factors, y-axis = offering level). 2. Apply the Four Actions Framework: Eliminate (remove entirely), Reduce (lower below industry standard), Raise (above industry standard), Create (new factors never offered). 3. Draw the new value curve. 4. Test against three criteria: focus, divergence, compelling tagline. 5. Identify non-customer segments the new offering could reach. 6. Develop implementation roadmap.
Created by W. Chan Kim & Renee Mauborgne
When to Use
This tool is suited to the following coaching and facilitation contexts:
| Context | Relevant |
|---|---|
| Individual Coaching | |
| Team Coaching | |
| Leadership Development | |
| Facilitation / Workshop | |
| Online / Virtual |