Instead of dividing up existing-and often shrinking-demand and benchmarking competitors, blue ocean strategy is about growing demand and breaking away from the competition.”Īpple has grown into one of the largest, most profitable, and most admired brands in the world because of its ability to develop new and uncontested markets. Chan Kim writes in Blue Ocean Strategy, “Blue ocean strategy challenges companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant. Books like Brand Relevance, Blue Ocean Strategy, Start With Why, or The Innovator’s Dilemma all lead people in the same direction: pioneer with purpose. They are attempting to develop new industries and new approaches.Ĭhallenging the status quo goes by many names and strategic frameworks. These companies aren’t trying to replicate or out market direct competitors.

In this technologically charged marketplace innovation trumps marketing.Ĭompanies that stand out - companies like Tesla, Uber, Airbnb, and Spotify - are developing new categories and subcategories. Competing on features, benefits, and brand awareness can only take your brand so far. The “my brand is better than your brand” approach to marketing is not effective. “There are two ways to compete in existing markets-gaining brand preference and making competitors irrelevant.” -David Aaker, Brand Relevance

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