Value Analysis and Engineering Reengineered

16 • Value Analysis and Engineering Reengineered

leaders who are the creators of blue oceans (uncontested market spaces)

pay little attention to matching or beating their rivals. Instead, they follow

the strategic logic known as value innovation. In value innovation, instead

of focusing on beating the competition you focus on making the competi-

tion irrelevant by creating a leap in value for customers and your com-

pany, thereby opening up new and uncontested market space. In order to

be a perpetually excellent company, you need to consistently make strate-

gic moves for creating and capturing blue oceans. Blue-ocean strategy is

about revolut ...