Renée Mauborgne

And this brings us to one of the most fascinating shifts in modern business strategy, blue ocean strategy.

This is based on Chan Kim and Renée Mauborgne's research, where they looked at over a hundred and fifty strategic moves across thirty different industries spanning a whole century, and they completely reject the premise that you have to benchmark yourself against your rivals.

Right.

They divide the business universe into two totally distinct spaces, red oceans and blue oceans.

You should render them completely irrelevant.

Blue Ocean Strategy, authored by W. Chan Kim and Renee Mauborgne, is arguably one of the most influential frameworks for market reconstruction ever published.

It really forces a complete philosophical shift in how a founder defines competition.

They divide the entire business universe into two distinct types of environments, red oceans and blue oceans.