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Core Principles

Reconstruct Market Boundaries

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Reach for Existing Demand

Go to uncontested space.
Challenge 2 conventional strategy practices 1. Focus on existing customers. 2. Drive for finer segmentation to accommodate buyer differences.

Customer Categorization

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Get the Strategy Sequence Right

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Strategy Canvas

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Four Actions to Create Blue Ocean

  • Eliminate: Factors that industry has taken for granted, should be removed.
  • Reduce: Factors to be reduced below the industry standards.
  • Create: Factors that industry has never created.
  • Raise: Factors to be raised beyond industry standards.