Blue Ocean Shift - a podcast by You Exec

Any company can move out of a “red ocean” of intense competition and into a
new value-cost market space – a wide-open “blue ocean.” Doing so requires
completing five steps, each of which yields valuable insights into the
structure of the industry and the company’s particular vulnerabilities. The
shift of a company’s culture, product portfolio, and strategy from a red
ocean to a blue ocean is the transformation process introduced in “Blue
Ocean Shift.”

A shift starts with a Pioneer-Migrator-Settler map, to get a good view of
your current offerings, followed by creating a picture of the state-of-play
in the industry with a Strategy Map. Next, delve into the actual experience
of your customers and what they really want with a Buyer Utility Map, and
identify how the total demand landscape for your offering could be
expanded. With this information, the team can dive into systematic field
research, using six paths that will enable them to decide what to
eliminate, reduce, raise or create and so reconstruct the boundaries of the
industry. Finally, after holding a Blue Ocean Fair and drawing up a new
business model, the company will be ready to roll out its Blue Ocean Shift.
Established bureaucratic companies, companies in regulated industries, or
even government agencies surrounded in red-tape, can open up and create new
blue oceans. Blue Ocean Shift not only provides a recipe to identify and
transition companies into blue oceans but also focuses on the human-side
(or “humanness”) of a transition. It does this by introducing many
strategies and tactics that help shift the culture of an organization from
its current state to one will allow any organization to welcome a shift.

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