Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth

Reach beyond the best -- The fundamentals of market-creating strategy -- The mind of a blue ocean strategist -- Humanness, confidence, and creative competence -- Step one: Getting started -- Choosing the right place to start -- Constructing the right blue ocean team -- Step two: Understand where you are now -- Getting clear about the current state of play -- Step three: Imagine where you could be -- Uncovering the hidden pain points that limit the size of your industry -- Discovering an ocean of noncustomers -- Step four: Find how you get there -- Reconstructing market boundaries, systematically -- Developing alternative blue ocean opportunities -- Step five: Make your move -- Selecting your blue ocean move and conducting rapid market tests -- Finalizing and launching your blue ocean move -- Epilogue: A national blue ocean shift in action.