---
name: blue-ocean-strategy
description: 'Create uncontested market space using value innovation instead of competing head-to-head. Use when the user mentions "blue ocean", "red ocean", "strategy canvas", "ERRC framework", "value innovation", "non-customers", "buyer utility map", "eliminate-reduce-raise-create", or "uncontested market". Also trigger when comparing pricing strategies, exploring new market categories, finding underserved customer segments, or asking how to stop competing on price. Covers the Four Actions Framework, buyer utility map, and value-cost trade-offs. For tech adoption strategy, see crossing-the-chasm. For product positioning, see obviously-awesome.'
license: MIT
metadata:
  author: wondelai
  version: "1.1.0"
---

# Blue Ocean Strategy Framework

Strategic framework for creating uncontested market space that makes the competition irrelevant, based on simultaneous pursuit of differentiation and low cost.

## Core Principle

**Don't compete in bloody red oceans. Create blue oceans of uncontested market space.**

Most companies fight for market share in existing industries (red oceans). Winners create new market space where competition is irrelevant (blue oceans) by delivering a leap in value for both buyers and themselves.

**The foundation:** Competition-based strategy is zero-sum. Value innovation creates new demand and breaks the value-cost trade-off.

## Scoring

**Goal: 10/10.** When evaluating business strategy or value proposition, rate 0-10 based on blue ocean principles. A 10/10 means clear value innovation, elimination of unnecessary factors, and creation of new demand; lower scores indicate competing in red oceans. Always provide current score and improvements to reach 10/10.

## Red Ocean vs. Blue Ocean

| Red Ocean Strategy | Blue Ocean Strategy |
|-------------------|---------------------|
| Compete in existing market space | Create uncontested market space |
| Beat the competition | Make competition irrelevant |
| Exploit existing demand | Create and capture new demand |
| Make value-cost trade-off | Break value-cost trade-off |
| Align whole system with strategic choice of differentiation OR low cost | Align whole system in pursuit of differentiation AND low cost |

**Examples:**

**Red Ocean:**
- Airlines competing on routes, amenities, price
- Smartphone makers adding features competitors have
- Restaurants in same category fighting for customers

**Blue Ocean:**
- Cirque du Soleil: Not circus vs. circus, but new form of entertainment
- Netflix: Not video rental, but streaming entertainment
- Nintendo Wii: Not graphics power, but accessible motion gaming

See: [references/blue-ocean-examples.md](references/blue-ocean-examples.md) for detailed case studies.

## Value Innovation

**Value innovation = the cornerstone of blue ocean strategy.**

**Definition:** Simultaneous pursuit of differentiation and low cost, creating a leap in value for both buyers and company.

```
Value Innovation = Utility × Price × Cost
```

**The value innovation logic:**

| Traditional View | Value Innovation View |
|-----------------|---------------------|
| High value = High cost | High value CAN = Low cost |
| Differentiate OR cut costs | Differentiate AND cut costs |
| Better performance on established factors | New factors, eliminate old factors |

**How it works:**
- **Eliminate** factors the industry takes for granted → Reduces costs
- **Reduce** factors below industry standard → Reduces costs
- **Raise** factors above industry standard → Increases value
- **Create** factors industry has never offered → Increases value

**Result:** Lower cost structure AND superior value proposition.

**Example: Cirque du Soleil**
- **Eliminated:** Animal shows, star performers, multiple show arenas (reduced costs)
- **Reduced:** Fun and humor, thrill and danger (less important for target audience)
- **Raised:** Unique venue, artistic music and dance (differentiation)
- **Created:** Theme, refined watching environment, multiple productions (new value)
- **Outcome:** Higher prices than circus, lower costs than theater, new market created

See: [references/value-innovation.md](references/value-innovation.md) for value innovation frameworks.

## Strategy Canvas

**The diagnostic tool for understanding current strategic position and discovering blue oceans.**

**How to create a Strategy Canvas:**

### Step 1: Identify Competing Factors

List all the factors the industry competes on.

**Example: Wine industry**
- Price
- Prestige/awards
- Aging quality
- Vineyard legacy
- Marketing
- Complexity (tasting language)
- Range (selection)
- Above-the-line marketing

### Step 2: Map Current State

Plot how you and competitors score on each factor (low to high).

**Typical result:** Everyone's curves look similar (red ocean).

### Step 3: Analyze

**Questions:**
- Which factors does the industry compete on but buyers don't care about?
- Which factors could be eliminated or reduced?
- Which factors could be raised or created?
- Where are there points of pain in the buyer experience?

**Example: Yellow Tail Wine**

| Factor | Industry Average | Yellow Tail |
|--------|-----------------|-------------|
| Price | Medium-High | LOW |
| Prestige | High | LOW |
| Aging quality | High | LOW |
| Vineyard legacy | High | LOW |
| Complexity | High | LOW |
| Range | High | LOW |
| Easy drinking | Low | HIGH |
| Fun/adventure | Low | HIGH |
| Accessibility | Low | HIGH |

**Result:** Different curve = blue ocean.

See: [references/strategy-canvas.md](references/strategy-canvas.md) for templates and examples.

## Four Actions Framework (ERRC Grid)

**The tool for creating value innovation.**

**The framework:**

```
ELIMINATE                      RAISE
- Which factors the           - Which factors should be
  industry takes for            raised well above the
  granted should be             industry standard?
  eliminated?

REDUCE                         CREATE
- Which factors should        - Which factors should be
  be reduced well below         created that the
  the industry standard?        industry has never
                                offered?
```

**How to use:**

### 1. ELIMINATE

**Question:** What can we eliminate that the industry competes on but adds no value for customers?

**Examples:**
- **Cirque du Soleil:** Animals, star performers
- **Southwest Airlines:** Meals, seat assignments, hub transfers
- **IKEA:** Sales staff, assembly service, delivery

**Benefits:**
- Reduces cost structure
- Simplifies operations
- Often removes friction customers don't want anyway

**Warning:** Don't eliminate factors buyers truly value. Test assumptions.

### 2. REDUCE

**Question:** What can we offer well below industry standard?

**Examples:**
- **Yellow Tail:** Aging quality, prestige, complexity
- **Jet Blue:** Route flexibility (focused on key routes)
- **Salesforce:** Customization (v1.0 was simple)

**Benefits:**
- Lowers costs
- Removes over-served aspects
- Focuses resources on high-value factors

### 3. RAISE

**Question:** What should we raise well above industry standard?

**Examples:**
- **Cirque du Soleil:** Artistic value, unique venues
- **Dyson:** Suction power, design
- **Apple:** User experience, design aesthetics

**Benefits:**
- Creates differentiation
- Justifies premium pricing (if aligned with customer value)
- Hard for competitors to match

### 4. CREATE

**Question:** What new factors should we create that the industry has never offered?

**Examples:**
- **Cirque du Soleil:** Theatrical themes, refined environment
- **Netflix:** Unlimited streaming, no late fees, recommendation algorithm
- **Uber:** Real-time tracking, cashless payment, driver ratings

**Benefits:**
- Opens new value sources
- Attracts non-customers
- Creates competitive moat

**Putting it together:**

| Action | Effect on Cost | Effect on Value |
|--------|---------------|-----------------|
| Eliminate | ⬇ Reduces | — (no loss if done right) |
| Reduce | ⬇ Reduces | — (over-served area) |
| Raise | ⬆ May increase | ⬆ Increases significantly |
| Create | ⬆ May increase | ⬆ Increases significantly |

**Net result:** Value increases more than cost (value innovation).

See: [references/errc-grid.md](references/errc-grid.md) for ERRC templates and exercises.

## The Six Paths Framework

**Six ways to identify blue ocean opportunities by looking beyond existing boundaries.**

### Path 1: Look Across Alternative Industries

**Principle:** Customers choose between alternatives in different forms.

**Question:** What are the alternative industries to yours?

**Example:**
- Movie theaters compete with restaurants, bars, concerts (entertainment alternatives)
- NetJets (fractional jet ownership): Alternative to commercial airlines AND owning private jets

**How to apply:** Map alternatives → identify unmet needs across them → create solution

### Path 2: Look Across Strategic Groups

**Principle:** Industries have clusters of companies pursuing similar strategies.

**Question:** What are the strategic groups, and can you create a new one?

**Example:**
- Car industry: luxury vs. economy
- Lexus: Created "luxury at accessible price" group

**How to apply:** Map strategic groups → identify over/under-served needs → position between groups

### Path 3: Look Across the Chain of Buyers

**Principle:** Who influences the purchase may not be the end user.

**Question:** Can we target a different buyer in the chain?

**Chain:** Purchasers → Users → Influencers

**Example:**
- Novo Nordisk insulin pens: Targeted doctors (influencers) not patients (users)
- Bloomberg terminals: Targeted traders (users) not IT departments (purchasers)

**How to apply:** Identify all buyers in chain → explore unmet needs of overlooked groups

### Path 4: Look Across Complementary Products/Services

**Principle:** Value is often affected by complementary products.

**Question:** What happens before, during, and after using your product?

**Example:**
- Babysitting is complementary to movie theaters → AMC: "Date night" package
- Installation/training complements software → Salesforce: Built-in onboarding

**How to apply:** Map customer's total experience → identify pain points → bundle solutions

### Path 5: Look Across Functional or Emotional Appeal

**Principle:** Industries compete on either functional or emotional appeal, rarely both.

**Question:** Can we add emotional appeal to functional industries (or vice versa)?

**Examples:**
- **Add emotion to functional:** Swatch (watches as fashion, not just time-telling)
- **Add function to emotional:** The Body Shop (cosmetics with ethical sourcing story)

**How to apply:** Identify current appeal → explore opposite dimension → create hybrid

### Path 6: Look Across Time

**Principle:** Trends shape industries over time.

**Question:** What trends are shaping your industry, and how can you act on them now?

**Example:**
- Apple iPod/iTunes: Anticipated digital music trend before others
- Tesla: Bet on electric vehicles before mainstream adoption

**How to apply:** Identify irreversible trends → project future state → build for it today

See: [references/six-paths.md](references/six-paths.md) for detailed path exercises.

## Three Tiers of Non-Customers

**Blue oceans are created by converting non-customers, not stealing competitors' customers.**

### Tier 1: "Soon-to-be" Non-Customers
- On the edge of your market
- Minimally using offerings
- Ready to jump ship

**Opportunity:** Small shifts could win them over

**Example:** Pret A Manger won busy professionals who were "soon-to-be" non-customers of fast food (wanted healthy, fast)

### Tier 2: "Refusing" Non-Customers
- Considered your industry but consciously rejected it
- See offerings as unacceptable or beyond their means

**Opportunity:** Understand why they refuse, eliminate barriers

**Example:** JCDecaux bus-shelter advertising—cities refused outdoor ads until JCDecaux offered free bus shelters in exchange

### Tier 3: "Unexplored" Non-Customers
- In markets distant from yours
- Never considered your offerings as an option

**Opportunity:** Reframe offering to serve distant needs

**Example:** Callaway Big Bertha golf clubs—expanded market to beginners and occasional golfers (unexplored)

**Process:**
1. Map all three tiers
2. Find commonalities across tiers
3. Identify what would unlock massive demand
4. Build offering to convert non-customers

See: [references/non-customers.md](references/non-customers.md) for non-customer analysis frameworks.

## Sequence of Blue Ocean Strategy

**The right strategic sequence:**

```
1. Buyer Utility → 2. Strategic Price → 3. Target Cost → 4. Adoption
```

### 1. Buyer Utility

**Question:** Is there exceptional utility?

**Test:** Does your offering unlock a leap in buyer utility for each of the six utilities?

**Six utility levers:**
- Customer productivity
- Simplicity
- Convenience
- Risk reduction
- Fun and image
- Environmental friendliness

**Buyer Experience Cycle:** Purchase → Delivery → Use → Supplements → Maintenance → Disposal

**Goal:** Identify where the biggest blocks to utility are, and solve them.

### 2. Strategic Price

**Question:** Is pricing accessible to mass of buyers?

**Approach:** Price against alternatives (not costs or competitors in same industry)

**Steps:**
1. Identify alternatives (different forms, not just direct competitors)
2. Map price/performance of alternatives
3. Price within reach of mass buyers

**Example:** Cirque du Soleil priced higher than circus, lower than theater

### 3. Target Cost

**Question:** Can we achieve target cost while preserving utility?

**Formula:** `Strategic Price - Target Profit Margin = Target Cost`

**Approach:**
- Work backward from price
- Use ERRC to eliminate/reduce costs
- Partner to achieve cost target
- Refuse to sacrifice utility

**Anti-pattern:** "We'll achieve cost target later" (usually doesn't happen)

### 4. Adoption

**Question:** What are the adoption hurdles?

**Common hurdles:**
- Employees resist change
- Partners resist change
- General public resists
- Regulatory/legal barriers

**Solutions:**
- Educate stakeholders on benefits
- Build pilot programs
- Engage partners early
- Proactively address concerns

**Goal:** Clear path to scalable adoption.

See: [references/sequence.md](references/sequence.md) for detailed sequence templates.

## Common Mistakes

| Mistake | Why It Fails | Fix |
|---------|-------------|------|
| **Competing on same factors** | Stuck in red ocean | Use ERRC to eliminate/create factors |
| **Differentiation without cost focus** | Not value innovation | Eliminate/reduce while raising/creating |
| **Incrementalism** | No leap in value | Aim for 10x improvement on key factors |
| **Imitating competitors** | Red ocean thinking | Look across six paths for alternatives |
| **Ignoring adoption** | Great idea, no execution | Plan for adoption hurdles upfront |

## Quick Diagnostic

Audit any strategy:

| Question | If No | Action |
|----------|-------|--------|
| Does Strategy Canvas show different curve? | Still in red ocean | Apply ERRC framework |
| Are we eliminating AND creating? | Not value innovation | Use all four actions |
| Are we breaking value-cost trade-off? | Traditional competition | Identify over-served factors to cut |
| Are we converting non-customers? | Fighting for share | Map three tiers of non-customers |
| Is there a leap in buyer utility? | Incremental improvement | Aim for 10x on key utility factors |

## Reference Files

- [blue-ocean-examples.md](references/blue-ocean-examples.md): Cirque du Soleil, Netflix, Yellow Tail, Nintendo Wii case studies
- [value-innovation.md](references/value-innovation.md): Value innovation frameworks and formulas
- [strategy-canvas.md](references/strategy-canvas.md): Templates, examples, how to create
- [errc-grid.md](references/errc-grid.md): Four Actions Framework exercises and templates
- [six-paths.md](references/six-paths.md): Detailed exercises for each path
- [non-customers.md](references/non-customers.md): Three-tier analysis frameworks
- [sequence.md](references/sequence.md): Utility, price, cost, adoption templates
- [implementation.md](references/implementation.md): Execution, organizational alignment

## Further Reading

This skill is based on Blue Ocean Strategy developed by W. Chan Kim and Renée Mauborgne. For complete methodology:

- [*"Blue Ocean Strategy"*](https://www.amazon.com/Blue-Ocean-Strategy-Expanded-Uncontested/dp/1625274491?tag=wondelai00-20) by W. Chan Kim & Renée Mauborgne (Expanded Edition)
- [*"Blue Ocean Shift"*](https://www.amazon.com/Blue-Ocean-Shift-Competing-Confidence/dp/0316314048?tag=wondelai00-20) by W. Chan Kim & Renée Mauborgne (practical guide to making the shift)

## About the Authors

**W. Chan Kim** and **Renée Mauborgne** are professors of strategy at INSEAD and co-directors of the INSEAD Blue Ocean Strategy Institute. Their research on value innovation and blue ocean strategy has been published in top academic journals. *Blue Ocean Strategy* has sold over 4 million copies, been translated into 46 languages, and is one of the best-selling business books of all time. They work with companies and governments worldwide on strategic renewal and growth.
