Blue Ocean Strategy

We can make BLUE OCEAN thinking work for you

Developed by Professors Chan Kim and Renee Mauborgne of INSEAD, BLUE OCEAN STRATEGY is a proven system for breaking out of competition and creating new market space.
The official website for Blue Ocean Strategy is

Start your Blue Ocean journey

Blue Ocean Strategy enables you to create uncontested market space and achieve profitable growth through  value innovation: the simultaneous pursuit of high value and low cost. Breaking the value-cost tradeoff enables you to stand out from the rest and make the competition irrelevant.

Over the past fifteen years, we have helped numerous organizations all around the world systematically apply blue ocean strategy. We can help you understand, formulate and execute blue ocean strategy.

Contact us today to get started on your blue ocean journey!


Experience the Power of Blue Ocean Strategy

Make competition irrelevant

Blue ocean strategy doesn’t aim to out-perform the competition. It aims to make the competition irrelevant.

Break the value cost tradeoff

Blue ocean strategy involves value innovation - the simultaneous pursuit of differentiation AND low cost.

Reconstruct boundaries

Blue ocean strategy enables you reconstruct industry boundaries and create uncontested marketspace.

Tools & frameworks

Blue ocean strategy comes with visual easy-to-use tools that allow you to shift from red oceans to blue oceans.

Step-by-step process

Blue oceans are created by following a systematic step-by-step process.

Maximize opportunities

Blue ocean strategy focuses on maximizing upside opportunities while minimizing downside risks.

Strategy execution

Blue ocean strategy employs humanness to build people’s confidence and drive execution.

Win-win outcomes

Blue Ocean Strategy aligns value, profit, and people propositions to create win-win outcomes.

Profit and revenue impact of


This chart represents the performance impact of creating blue oceans, as researched by W. Chan Kim and Renee Mauborgne based on a study of the business launches of 108 companies across thirty industries.

While 86% of the launches were line-extensions, that is incremental improvement within the red ocean of existing market space. Yet they accounted for only 62% of total revenues and a mere 39% of total profits. The remaining 14% of the launches were aimed at creating new blue oceans. They generated 38% of total revenues and 61% of total profits.