Why Blue Ocean Strategy Doesn’t Work

In 2005, a little book called Blue Ocean Strategy grew into a global bestseller.

With over 4 million copies sold and industry recognition as “one of the most iconic and impactful strategy books ever written,” Blue Ocean Strategy changed the way many people thought about business. We tip our hats to the title, and the framing of the idea, because it is a legendary example of Languaging. More than 15 years later, and you will still hear people in business meetings referencing “blue oceans” and “red oceans.”

But…

There are a few problems.

The book assumes the ocean.

The book assumes incumbents are the ones that create new categories.

The book assumes blue oceans are not about technology innovation.

The book assumes Superconsumers and data-flywheels play a limited role in category domination.

The book assumes category leadership is about product and company design, not the ability to create and design categories.

Wait, Don’t Pirates Like Blue Oceans?

First of all, Pirates reject the premise! They don’t just blindly accept the way it is.