Blue ocean

focus, divergence, compelling tagline


a break from an industory’s prevailing strategies.

execute blue ocean strategic moves avoid direct competition in a saturated market.

Companies in red ocean tend to dual over quality and price. As such, growth comes slowly.

Buyer utility

initial itemus test for any blue ocean idea. A successful product must unlock exceptional utility for consumers.

6 utility layers

  • Consumer productivity
  • Simplicity
  • Convenience
  • Risk
  • Fun and image
  • Environmental friendliness

6 stages of the buyer experience cycle

  1. Purchase
  2. Delivery
  3. Use
  4. Supplements
  5. Maintenance
  6. Disposal

3 levers of cost reduction

  1. Streamlining and cost saving
    • Changin the way you produce, distribute, support the product.
    • Example
      • Swithing materials from metal to plastic.
      • Moving the call center from the US to India.
      • Simplify and optimize operations
  2. Partnering
    • Example
      • from strategic alliances to share cost burden.
  3. Pricing innovation
    • Example
      • change the industry’s pricing model.

Smooth Adoption

For smooth adoption, engage and educate 3 primary stakeholders.

  • Employees
  • Business partners
  • The general public

Blue Ocean Idea Index

Category Question Offering
Utility Is there exceptional utility?  
Price Is the price easily accessible to the mass of buyers?  
Cost Does the cost structure meet the target cost?  
Adoption Have you addressed adoption hundles up front?