CHAPTER 11image

Avoid Red Ocean Traps

IN THE ORIGINAL VERSION OF OUR BOOK, we focused on defining what blue ocean strategy is and offering frameworks and analytic tools for creating commercially relevant new market space as expressed by the strategy canvas, four actions framework, the six paths, and so on. At the time, we felt reassured that we had reached a level of articulation and clarity on blue ocean strategy that would prevent misunderstandings from arising by all who chose to dive into the book. Over the ensuing years, however, we found that our assumption was not fully correct. People’s mental models, coming from their backgrounds and preexisting ...

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