Blue Ocean Strategy

Recognized as one of the most iconic and impactful strategy books ever written, Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any organization can use to create and capture their own blue oceans. It challenges everything you thought you knew about the requirements for strategic success. It argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Based on a study of 150 strategic moves, this perennial bestseller argues that lasting success comes not from battling competitors but from creating "blue oceans"—untapped new market spaces ripe for growth.