Blue Ocean Strategy

In Short

Help clients find uncontested market space instead of competing head-on
Best for: Value innovation and market creation
Blue Ocean Strategy is a structured tool for coaching and facilitation. Help clients find uncontested market space instead of competing head-on. It provides a repeatable framework that can be adapted to individual, team, and leadership development contexts.
Type of tool: Value innovation and market creation
Expected outcomes:
- Improved ability to help clients find uncontested market space instead of competing head-on
- A concrete action or development plan to take forward from the Blue Ocean Strategy process

In Detail

Blue Ocean Strategy is a professional development resource designed to help coaches, leaders, and facilitators help clients find uncontested market space instead of competing head-on. It sits within the category of Value innovation and market creation, making it particularly useful for practitioners working on capability development, team performance, and individual growth in organisational settings.

In practice, Blue Ocean Strategy is delivered as a 6-step process. The process begins by plot the industry's competitive factors on a strategy canvas (x-axis = factors, y-axis = offering level). The session closes by develop implementation roadmap. The structured approach ensures that participants move through a consistent experience while leaving room for the facilitator to adapt pacing and depth to the group's needs.

Blue Ocean Strategy is most valuable when practitioners need a reliable, repeatable approach that can be adapted to different contexts without losing its core structure. It bridges the gap between conceptual understanding and practical application, making it a durable addition to any coaching or facilitation toolkit.

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.

Pros and Cons

Pros	Cons
Directly addresses the challenge of help clients find uncontested market space instead of competing head-on through a structured, repeatable approach Adaptable to different seniority levels, team sizes, and organisational contexts Generates actionable insight that participants can apply immediately in their work	Effectiveness varies based on the facilitator's skill level and familiarity with the tool Requires adequate time for both the exercise and a meaningful debrief to realise full value May not be appropriate for all cultural contexts without adaptation

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

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