Competing head to head is no longer a fashionable way to sustain superior performance. A world that is tech-savvy, knowledge based, hyper-competitive and fiercely turbo-charged requires boundary-shifting companies. This means that business breakthroughs that the competition finds unfathomable must be sought and executed. Achieving this requires boldness, clarity, consistency.

Markets are seen as given. We posit they can be created and reconstructed. Competitive strategies and dynamics are defined in an ‘’either/or’’ basis, and mutually exclusive. We contend that this is a fallacy. Industry analysis models have been presented as largely gravitating around five major forces. We question the validity of this thinking.

How do you create a blue ocean strategy that creates uncontested market space? How do you make the competition irrelevant as well as create and capture new demand? How do you break the value/cost trade off? How can you pursue differentiation and yet achieve low cost in your business model? What does it take to bring the blue ocean strategy at scale and alter the entire industry ecosystem?