Blue Ocean Stategy, book by W. Chan Kim and Renee Mauborgne. That's what we discussed at the recent MSAE Board Retreat. If you haven't read it - try it. It's not an easy read, but it has some practical, unique and easy ways to look at our organizations and steer them into the blue ocean of an uncontested marketplace.
Most of us spend our time in the Red Oceans:
Focus on existing customers
Compete in existing marketplace
Beat the competition
Exploit existing demand
Make the value-cost trade-off
Align the system of activities with the strategic choice of differentiation or low cost.
We should be striving for the Blue Ocean:
Focus on non-customers
Make the competition irrelevant
Create and capture new demand
Break the value-cost trade-off
Align the system of activites in pursuit of differentiation and low cost.
The MSAE board has committed to reconstruct market boundaries. Focus on the big picture. Reach beyond existing demand. Get the strategic sequence right. We will be looking at what we do that will allow us to eliminate, reduce, raise and create. Ideas? Let me know.
Monday, January 12, 2009
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