Blue Ocean StrategySailor’s Lessons Log
© iCanPilot 2010
All markets head towards commodity status
How do you differentiate in a meaningful way?
The commoditization curve is getting dangerous
It is time for a new track
PRICE ▼
We know we have got to change something
We need to transform our businesses
What is bigger: the risk of not changingor the fear of change?
NEWBUSINESS
MODEL
We are all looking for proven recipies & toolsthat we could apply with confidence
BLUEOCEAN
STRATEGY
BUSINESSMODEL
INNOVATION
DISRUPTIVEINNOVATION
LEAD USERRESEARCH
DESIGNTHINKING
CROWDSOURCING
OUTCOMEDRIVEN
INNOVATION
BLUE OCEAN STRATEGYis the simultaneous pursuit of high value and low cost
to create new market space.
Source: Kim & Mauborgne
Source: Kim & Mauborgne
Field WorkVisual Exploration
Visual Awakening
Module 1
Visual Exploration
Module II
Milestone /Calibration
Module III
Visual Strategy Fair
Module IV
Field WorkVisual Awakening
Field WorkVisual strategy Creation
Mapping theBusiness Portfolio
Visualize CurrentStrategy
UnderstandCustomer
Experience
Visual Exploration -Reconstruct
MarketBoundaries
IdentifyNon-customerCommonalities
Four Actions
Framework
Create Series of “To Be”StrategyCanvases
Visual Strategy
Fair
Final “To Be”
Strategy Canvas
1 2 3 5 6
7
48
9
Visual Awakening Visual Exploration Visual Communication
PMS Map“As Is”
Strategy Canvas Buyer Experience
Cycle
Six Paths Analysis
3 Tiers of Non-customers 4 Actions
“To Be” Strategy Canvas
“To Be” Strategy Canvas
Lesson #1. Visualize your current strategy on an AS IS Strategy Canvas
HIGH
LOW
Price Meals Seatingclass
choices
Lounges Hubconnectivity
Friendlyservice
Speed Frequentpoint-to
pointdepartures
Average Airlines
Southwest
CarTransport
Tagline: The Speed of a plane at the price &
flexibility of a car
Tagline: The Speed of a plane at the price &
flexibility of a car
Lesson #2. Stop focusing only on beating your competition
Compete in existing market space
Benchmark to beat the competition
Exploit existing demand with the existing customer base
Red Ocean Strategy
Create uncontested “market space”
Ignore & make
the competition irrelevant
Create & capture new demand from a new customer base
Blue Ocean Strategy
Source: Kim & Mauborgne, Blue Ocean Strategy
Lesson #3. Look at the non-customers of your industry
How do wereconstruct the marketboundaries?
Source: Nintendo Wii
Lesson #4. Use six paths framework to reconstruct market boundaries
How do wereconstruct the marketboundaries?
Alternatives& substitutes
Segments Chain of buyers
TrendsEmotional vsfunctional orientation
Complementary products
Look at alternatives.
Callaway Golf
Look at the chain of buyers.
NovoNordisk
Source: Novo Nordisk
Lesson #5. Look at the buyer experience cycle.
Yellow Tail
iCanPilot Case Study
Genesis
What if we offered the value of consulting to those who can’t afford it?
CUSTOMERS
NON-CUSTOMERS
What makes people hire a consultantvs. buy a book and do it themselves?
ERRC Grid
Eliminate• Consultant in sales &
delivery process
Reduce• Price
Raise• Ease of purchase• Ease of use• Ability to reuse the process
Create• DIY virtual facilitation
projectware• Practitioner community• Affiliate marketing
partnerships
iCanPilot Strategy Canvas
0
2
4
6
8
10
Price Get in-depthknowledge
about the themethod
Get confidencein taking theteam throughthe process
Minimisecomplexity
(mental effort)to implement
Make purchaseeasy
Increase theeffectiveness ofimplementation
Access to learnfrom other
practitioners
Increasedcapability for
future projects
iCanPilot
Consultant
Book
Course/seminar
The result
„It really feels like having Kay in the room with you”
Barry FleckFormer client
Summary
Every method lets you see things differently
Often when all is said and done, more is said than done.
The value is in shared language and joint action
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