In today’s final red ocean trap, we learn that some believe that blue ocean strategy is synonymous with creative destruction or disruption. This is actually not the case. In the case of disruption or creative destruction, we see a displacement of a previous offering. The horse and its staff of caretakers was displaced by the automobile and its completely alternative supply chain. The traditional retailer has in great part been displaced by Amazon. While there are blue ocean elements to those industries they were destructive of the previous industries with their displacement characteristics.
Blue ocean strategy is not predicated on displacement or destruction of markets. One classic example of success used in Blue Ocean Strategy, How to Create Uncontested Market Space and Make the Competition Irrelevant is Viagra. This “lifestyle” brand was the outgrowth of research being done in an unrelated field of medicine. As a result of the findings, a new class of medication was born and creative non-destructive innovation was exhibited. A new market was created.
The same is holding true in today’s world of philanthropy, job loss, restaurant closures, and the need to feed people. By looking across all of these different buyer groups, chef José Andrés is tying together significant elements of the traditional restaurant supply chain to creatively and non-destructively, feed the masses. It’s scalable and workable across the country, as long as there is financial support to do so. The pic is a hotline to the story but it’s here as well. https://www.cbsnews.com/news/jose-andres-chef-feeding-coronavirus-impact-60-minutes-2020-04-19/
The tool used to ask the right questions is the Blue Ocean Strategy Six Paths Framework. To transcend and rewrite your industry’s boundaries, you have to start with the right questions. The chart below provides the high level view of the framework.
If you are interested in a discussion around these processes in the context of your company, count me interested in that conversation as well. There is no charge for the time and I’d count it an honor to discuss your business.
You may set up a time that fits your schedule but clicking here.
Sherman G. Mohr is an Insead Certified Blue Ocean Strategist based in Nashville, TN