REVIEW: "Blue Ocean Strategy" - those who have forgotten about the differences

The book's title, which now lies on my desk, it may be misleading its "environmentally friendly." "This is a book about wildlife conservation?" - you ask. And you will be partly right. This book - about preserving the natural ability and diversity of opportunities, "otherness." But not only among species, cultures and peoples, and among businesses. What made "strategy" one of the strategic planning for the most famous books of "zero" - "Tenths," and why she was transferred more than 40 languages ​​(Russian book was published in 2012 "MYTH")? Let's look together.

What is this book?

Authors "Blue Ocean Strategy" IN. Chan Kim and Renee have created a good Moborn step by step guide for anyone who wants to build a traditional business. Not in the sense that it does not want to go to work from 9 to 17 or wants to sell "green" energy instead of diesel and nuclear power plants. And for those who do not want "to copy or steal." Think about it: all niches are occupied, all markets are crowded competitive products, all smart phones look the same, all the air-company offer the same service, everyone knows the approximate size of portions in fast food and even the height of the cups with "cola" strictly regulated. Competition in such markets is only how to make "stronger, higher, faster," your product and thus "bleed" competitor. In this marketing "blood" choke sales offices and senior managers of large corporations and small businesses engaged in only by the fact that trying to blindly emulate their big "brothers" on the market. This picture is called

"Crimson Ocean": A place where all gnaw each other's throats for a place under the sun, trying endlessly to improve the same product, only wrapped in 10 different color and shape of the packaging.

But in the early 90s of the twentieth century are beginning to appear (and then they become more and more), the so-called "Blue oceans". This sections / areas / segments of business (and even whole new industries), where there is no competition "massacre" for the simple reason that they themselves competitors... NO.

"Blue Ocean Strategy" - a story about how emerging business known today billions of people in the early 90s of the twentieth century did not exist in principle,. All these activities and many companies have become by 2013 a giant in the industry, just opened needs niches and whole markets, have created their own and come up with rules for them rather than to bite into the back of the "monster" of 80. And finally - won: Who remembers now the grandeur Atari, Sun? but about Apple, Google, Sony PS everybody knows. Let alone the IT industry: in the "Strategy" you'll find plenty of examples of how the sandwich makers, wine for the mass market and car rental firms can completely and permanently change the industry in which we operate, simply because it showed a little ingenuity and did not want to go the beaten track their areas activity.

The stories told in this book serve not just as popular now "motivator" for those wishing to start their own business. With the help of illustrative graphs, calculations and practical examples in each chapter of the book to show and tell how companies find and develop own "blue" ocean pure commercial "water", where you can embark on a successful "sailing" and breathe life, bringing to customers.

Distinctive features

• Living language and the lack of abstruse language. The book is written so that even a person with no business economic education and considerable experience will be clear and the examples described structure formation of the commercial strategy and the adoption of certain business decisions at every stage of the "discovery of blue ocean. "
• The study and systematization of experiences of companies that did not like each other. From wine to the computer industry, from automobiles to digital music sales - all of the examples can be useful to you if you are in search of their own niches.
• Creative, not destructive motivation for businessmen. Usually classic business books are filled with wording like "win", "to make the competition," "grab the market", "to break the resistance of competitive", "beat indicators opponent." Here, instead of exhausting the "war" and racing ahead of the curve shows the path of a new company and new niches without having to look nervously at what busy competing parties.
• Commercial side of the issue. Price, costs, opportunity costs, sales stage, and decision-making, the impact on supply and demand curves - it's all there in the book. Partly for that reason, "Blue Ocean Strategy" is sometimes referred to as an improved systematization of ideas and works Trout and Porter.

5 lessons of "Blue Ocean Strategy," which I learned after reading

• Modern business can (and should) be "environmentally friendly". New companies (even small), it makes no sense to wage war and "pollute" market marketing husks and copies already made and bored all the products when you can create your own product.
• Ideas are all around you and tell them you can even a minor feature of the product / market / services for which you have to pay attention to customers / users, but not the manufacturing companies.
• Money can be earned there, where others prefer to lose them or not at all looking for. Refusal of many familiar technologies and business processes may open a new niche for your company.
• Rather than launch another media-project / one online store / another diner / another startup "like Facebook, only instagrammom" think about what you do not own enough market: The product or the service and must be implemented by you, if you decide to go into business.
• Diagrams and visual calculations help you assess not only the risks and costs, but also to predict the future path of your company (and who knows - maybe even help you to open your own "blue ocean") 7

To recommend reading

businessmen (Especially for beginners) - that it is too late, neizbity choose the path of development.

Teachers of economic institutions - not to lead their students boring and hackneyed examples of the "largest and most successful" (still 9/10 of your students will not create Microsoft's scale or Ford Motors, so they stop the pump knowingly unrealizable goals and examples Business greatness!)

authors startups - not to create another clone of Groupon, Facebook, Twitter or instagramma combined with pretensions to world domination, and to explore the concept of niche market and pay attention to the immediate needs that can be solved with the help of online technology (remember that buying food, take care of yourself, and choose the things people will always, even when end fashion for a general "vebdvanolnyh" and "for the sake of huskies likes ").

marketers - to understand that the rules "more budget - better sales," no longer exists, and there are many other a much more effective way to achieve success for the company (and among them - to stop to swim in the "scarlet Ocean ").

"Blue Ocean Strategy", Chan Kim and Renee Moborn

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