No Ocean Strategy: Why Sailing For Blue Ocean Is A Ticket On The Titanic
9 min readOct 2, 2021
Category creators and category designers do not hop aboard a ship in search of “uncharted territory.”
They create net-new territories.
Category design is about ocean manufacturing, not ocean discovery. Discovery implies there’s one big ocean, most of it is red, some of it is blue, and your job is to go out and find…
