CEOs often fail in their efforts to create new markets because they don't talk to non-customers of the industry. The Expanded Edition provides two tools that can help executives identify pain points, blind spots and intimidation. It also includes a six-pass framework for how to make an industry more emotional so it attracts young people who care about cool things.
Blue ocean strategy is a landmark business idea, but its co-creator, Renée Mauborgne, says it’s not a guaranteed win. She discusses what specifically can go wrong when you try to implement blue ocean strategy, including the common traps managers fall into.