Good book recommendation: heading for the Blue Sea

        Authors: W. CHAN KIM and RENBEE MAUBORGNE
         Publishing House: World Magazine
         Publication date: 25 July 2018

        Trade wars have disrupted the world order, the new economy has broken the old rules, the environment has changed rapidly, and the fierce competition in the Red Sea is even more fierce than before. How should enterprises transform and break through, create business opportunities in the Blue Sea and open a new situation? Following the Blue Ocean Strategy, the author has spent more than 10 years tracking, analyzing and researching the transformation cases of more than 150 organizations and government agencies around the world. The key elements of successful "Blue Ocean Shift" and the strategic action program of opening up new markets have been summarized to help enterprises grasp the correct transformation direction and practical path and effectively overcome organizational obstacles. The Best Strategic Guide to the Blue Sea.
        
         Navigation to the Blue Sea is a journey of enterprise transformation, which requires a clearer idea and strategy. The key elements of success are "Blue Sea View", "Tools for Market Creation" and "Humanized Process". Combining the three elements and opening the new value-cost boundary is the strategic essence of creating a new blue sea. The establishment of the Iraqi National Youth Symphony Orchestra and the French Cyber Group's introduction of oil-free French fried pots are the best examples. Their organization and industrial positioning are quite different, but they can change the assumptions of the industry, develop a strategy of differentiation and low cost, create unprecedented customer value, and let the organization move from the Red Sea market to the new blue sea without competition.
        
         This book suggests that enterprises can achieve Blue Sea change through five steps and six analytical tools. (1) Start the transition: Use "Pioneer-Mover-Stabilizer Map" to set the correct scope of Blue Sea project, and form a cross-sectoral team. (2) Understanding the industry in which you are: Drawing a "strategic sketch" of the situation, mastering your own situation and relative competitive status, and building a consensus on the strategic significance. (3) Imagine the future situation: Find out the pain points of consumers and the deterrent points of restricting the development of industry by "Buyer's Benefit Map", explore the Blue Ocean opportunities objectively, and focus on "three-tier potential customers". (4) Finding the way to reach the target: Developing alternative blue sea goods through "six systematic approaches" and "four action frameworks" and opening up new value-cost boundaries are the key to reaching the blue sea. (5) Action: Quick market testing and the introduction of blue sea products will bring strong profit growth to enterprises.
        
         There is no end to the enterprise's journey to explore the Blue Sea. All colleagues must take steps to break away from the thinking framework, move from "competition" to "pioneering", rethink the elements of competition from the perspective of "customers", apply the "elimination, reduction, promotion, creation" principle to reduce costs and provide new types of customer value, break through the existing industrial boundaries, and make Blue Sea travel through the systematic process. Moving in to a promising business model, Transform in Dynamic Era to Embrace New Economy, sail and sail actively towards the New Blue Sea.