Create Blue Oceans
Tools and frameworks for creating and capturing blue oceans
The Strategy Canvas
- Captures the current state of play in the known market — understand where the competition is investing, the factors the industry competes on in products, service, and delivery, and what customers receive.
- The horizontal axis captures the range of factors the industry competes on and invests in.
- The vertical axis captures the offering level that buyers receive across all these key competing factors. High score = company offers buyer more = invest more.
- The value curve: graphic depiction of a company’s relative performance across its industry’s factors of competition.
- Focus on alternatives rather than competition, on noncustomers rather than customers.