Never outsource your eyes

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Entrepreneurs should lean into their experiences by actively observing and noting what doesn't work, instead of simply complaining. Creating blue oceans and gaining insight requires direct observation and conversation rather than outsourcing this crucial task. Successful entrepreneurs like Steve Jobs and Scott Cook had great insight because they observed the market firsthand and identified pain points. The key is to go out, observe, talk, and experience products and services firsthand.

Best-selling author and economics professor Renée Mauborgne thinks that too many entrepreneurs focus on the wrong things—consumed with making their companies outperform one another as they fight for a greater share of a crowded market space. But what if entrepreneurs focused on creating new markets instead of fighting over old ones?

This week on How I Built This Lab, Renée shares insights from her Blue Ocean Strategy series to help founders crack open new opportunities. Plus, what is non-disruptive innovation and can it offset job displacement in the age of AI?

This episode was produced by Kerry Thompson with music by Ramtin Arablouei.

It was edited by John Isabella with research help from Sam Paulson. Our audio engineer was Neal Rauch.

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