Part one. Blue ocean shift
The fundamentals of market-creating strategy
The mind of a blue ocean strategist
Humanness, confidence, and creative competence
Part tow. The five steps to making a blue ocean shift
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
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.
