The W. Chan Kim and Renée Mauborgne Blue Ocean Strategy Reader
by W. Chan Kim, Renée A. Mauborgne
Knowing a Winning Business Idea When You See One
IN 1998, MOTOROLA ROLLED OUT a product that was supposed to redefine the world of mobile telephony. The Iridium, declared the company, would be the first mobile phone to provide uninterrupted wireless communication anywhere in the world, no matter what the terrain or country. It was a complete flop. In its rush to embrace a new technology, Motorola overlooked the product’s many drawbacks: the phone was heavy, it needed a host of attachments, and it couldn’t be used in a car or building—exactly where jet-setting global executives needed it most. At $3,000, people couldn’t see any compelling reason to switch from their $150 cell phones.
As this tale illustrates, even the most admired companies can ...