CREATE NEW GROWTH, TOGETHER
Your team works through Blue Ocean Strategy on your business and leaves with a clear view of where your next growth can come from, and how to create it.
You’ll be in great company
Creating new market space isn’t a flash of genius reserved for a few. It’s a discipline, and these are some of the organizations whose teams are applying it.
Most strategy meetings end in the same place
Everyone brings their own read of the market.
SALES
“Customers want a lower price.”
OPERATIONS
“We need to cut cost.”
MARKETING
“Let’s copy what the biggest competitor just did.”
The debate goes round, and next year’s plan turns into this year’s plan with harder targets.
That’s what a red ocean does to a team. When everyone in your industry competes on the same factors, the only moves left are to cut price, add features, rush into AI because everyone else has, and push harder.
Every point of growth has to be taken from someone else.
How can we create new demand, instead of fighting over the demand that exists?
AI won’t create your blue ocean. Your team will.
Many companies are adding AI to what they already sell, because everyone else is. In their Harvard Business Review article, Make Sure Your AI Strategy Actually Creates Value, Chan Kim and Renée Mauborgne argue that too many companies are putting the AI “cart” before the strategy “horse.”
The companies that get value from AI follow a sequence: strategy first, then the leap in value they’ll offer buyers, and only then the technology that delivers it. Companies that lead with the technology risk weakening the very value buyers came to them for.
The stakes are rising for every company. Buyers now ask AI agents to compare every option, large and small. That favors whoever offers exceptional value, whatever their size, and exposes whoever doesn’t.
AI can’t decide what leap in value you’ll offer, or to whom. That’s the work your team does together, and once it’s clear, deciding where AI helps gets much easier.
The Blue Ocean Creation Program is built on decades of research and practice by the authors and their dedicated practice teams. It trains your team to think the blue ocean way, and empowers them with the tools and frameworks to build their own judgment instead of outsourcing their thinking to AI.
General-purpose AI can produce plausible-sounding answers, but plausibility is not strategic insight. Our proprietary AI is built on the practice knowledge of how Blue Ocean Strategy is actually applied in real projects.
It responds with insight, not agreement.
What changes when your team works through the Blue Ocean Creation Program together
A shift in perspective across the team
Your team stops focusing on benchmarking and beating rivals, and starts asking where new demand could come from. They learn to see opportunities and risks differently, and that way of thinking stays with them.
A team aligned on where to go
Everyone learns the same tools and a common language for innovation. When people use the same words for the same things, debates move forward instead of going round in circles. A strategy only takes hold when the people who carry it out understand it the same way.
One shared picture of where you stand
The team maps your business against your industry on the factors it competes on. Teams are often surprised how differently their own people see the company’s position. Seeing it together opens their eyes to why change is needed.
Eyes beyond today’s customers
Instead of only asking what current customers want, the team learns to look at the noncustomers your industry has written off. That’s where they start to see the new demand you could create.
One move the team agrees on
What to eliminate, reduce, raise and create, so you can offer more value to your buyers and lower your costs at the same time.
A strategy the team owns
Nobody has to be sold on a plan they built themselves. Your team moves from decision to action without the usual rounds of persuading and buy-in.
What every person on your team gets
The Blue Ocean Strategy Workspace
Where each person puts Blue Ocean Strategy to work on your business, one tool at a time. The key tools are interactive, with our proprietary AI built into every one to give a starting point, assess their work and challenge their thinking.
The Blue Ocean Sprint Online Course
Learn Blue Ocean Strategy from the ground up: the concepts, frameworks, and thinking behind them, across 10 concise modules, with explainer videos, case study videos, business scenarios and quizzes.
The Companion Workbook
Additional examples, step-by-step guidelines for using the blue ocean tools, and thought-provoking questions that push each person to think through your business from a different perspective.
Plus, for whoever leads the team
The Leader’s Guide
Suggestions for running each team discussion, so the person leading the team can bring everyone’s work together and help the team agree on one direction.
How your team works through it
For each step, everyone prepares on their own, then the team meets to discuss, debate and agree. Here’s a suggested timeline. Your team sets its own pace.
From teams that have done it
“
The course has been instrumental in providing us with a structured roadmap to get and maintain traction.
“As a leadership team, we read the books Blue Ocean Shift and Blue Ocean Strategy. It became immediately clear that we wanted to leverage this knowledge to get us out of the ‘red ocean’ in some areas of our business and to continue to stay in the ‘blue ocean’ in others. We decided to invest in running each of our business development sectors through the online course and then in developing our strategy. The course has been instrumental in providing us with a structured roadmap to get and maintain traction. We are thankful for the tools the Blue Ocean team has provided and our organization has every intention of continuing to use them!”
Shara Wokal
Chief Financial Officer, LSW Architects
“
The Blue Ocean Shift had a mind-blowing effect on our scaling-up strategy. Passing through the stages of this innovative methodology we’ve discovered new possibilities for our business that we wouldn’t think of before. All our team fell in love with this course and generated some bold ideas, one of them being already implemented.
Daniel Dumitrescu
Chief Investments Officer, InnovX BCR
“
It was indeed a very enriching learning experience as it provided a framework for creative thinking to challenge the status quo.
Abbas Shahani
Manager, Fatima Group
Meet Chan Kim and Renée Mauborgne
Professors of Strategy
Chan Kim and Renée Mauborgne are the creators of Blue Ocean Strategy. They are Professors of Strategy at INSEAD, one of the world’s top business schools and co-directors of the INSEAD Blue Ocean Strategy Institute. In 2023, they were recognized as two of the four leading thinkers, and Blue Ocean Strategy was chosen as one of the three most important theories for its impact on business in the 100-year history of Harvard Business Review’s publication. In 2019, they were selected as the #1 Management Thinkers in the World by Thinkers50.
4M+
books sold worldwide
3,000
universities teach it
30 yrs
of research behind it
Is this right for your company?
Yes, if:
Growth is a priority for your company
You compete in a crowded industry and want to break away from the competition
You want your team aligned on where new, profitable growth can come from
You want a systematic process your team can use again and again, so the methodology stays with you and your team
How to get started
Start creating your blue ocean this week.
Tell us your team size.
We send one price for your whole team.
Pay by card, or by bank transfer.
We enroll everyone.
Prefer email? Write to hello@blueoceanstrategy.com
