![]() ![]() ![]() The Strategy Canvas has two main purposes: Then you can identify opportunities to differentiate and create new demand. To build a Blue Ocean Strategy, you first have to understand the current market landscape. In other words, why compete in the current market when you can create your own? Much like the world's oceans that are vast, blue, and widely unknown. ![]() According to Kim and Mauborgne, these blue oceans are where the greatest opportunities lie for growth and differentiation. These are the unknown market spaces, untapped by competition. In red oceans, companies try to outperform each other and gain greater market share in a competitive landscape.īlue oceans represent all the industries that do not yet exist. Red oceans comprise the known market space, including all industries in existence today. Kim and Mauborgne frame the market landscape through the lens of Blue Ocean and Red Ocean strategies. To understand the Strategy Canvas, we first need to understand the Blue Ocean vs. ![]() Chan Kim and Renée Mauborgne, the authors of Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant.Īccording to their website, the Strategy Canvas is “a central diagnostic tool and an action framework that graphically captures, in one simple picture, the current strategic landscape and the future prospects for an organization.” The Strategy Canvas is a tool that helps leaders visualize their current strategic landscape so they can visualize where their business fits in and what opportunities exist to expand into new markets. And even when you’ve achieved all of this, you still have a constant challenge to face: outperforming your competition.īut what if you didn’t have to fight for a bigger slice of the pie? What if you could identify entirely new market opportunities untouched by your competition? Operating and scaling a business requires strategic positioning, market awareness, and lots of hard work. ![]()
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