Excellent book! As the Blue Ocean Strategy volume before it, the book is full of interesting examples. This book also describes the process a company can use to shift its business to a “blue ocean” of customer value and reduced competition.
Blue Ocean Shift is possible in a variety of business areas (b-to-b and b-to-c), nonprofits, and even government institutions.
Examples of Blue Ocean Shift in different industries:
Citizen M hotel: a hotel targeted to a specific segment of travelers with a unique balance of services and price to delight its customers.
Actifry: how to create a better fryer? Frying requires oil and customers perceived fried products as unhealthy; plus the danger of hot oil and oil disposal. Actifry created a new market and held market leadership thanks to timely secured patents.
Maestro for the masses: expansion of classical music to a new audience (people who normally do not listen to classical music); inclusion more accessible pieces into concerts and moving concerts to stadiums, which can accommodate a larger audience.
Malaysia‘s Community Rehabilitation Program: the program reduced the cost of isolating petty criminals (re-purposed unused military bases), isolated petty criminals from hardened criminals, and transferred the program to the rehabilitation objective rather than incarceration. The prisoners had more contact with their families, learned marketable skills, and earned money during their incarceration. The recidivism rate is a fraction of a “typical” prison system while costs are lower.