Your application workspace
BLUE OCEAN CREATION SPACE
Find your path to growth, away from the competition.
An AI-guided workspace where you apply Blue Ocean Strategy tools and frameworks directly to your specific situation, not in the abstract.
Get a clear direction to grow your business, increase revenue, and unlock new markets.
See it work on your business, not a case study
You bring your business. The AI Navigator meets you at every step, grounded in Blue Ocean Strategy, not a general model's version of it.
- who your customers could be, and why they stay away
- where your industry blocks value and holds back growth
- how you could lift value and lower cost at the same time
- how you could reconstruct the boundaries of the market you compete in
Is this right for you?
Yes, if you're aiming to:
Now — what's keeping you from achieving that?
There is a way to make it real. And it is not prompting for a “blue ocean.”
Since you’ve landed here, you’ve probably heard of Blue Ocean Strategy — maybe even read the books. Most people stop there. What sets apart the ones who actually create blue oceans isn’t knowing the ideas — it’s applying them. And applying them is where almost everyone stalls.
Maybe you’ve tried the shortcut. You typed it into ChatGPT or Claude: “I’m in [industry]; find me a blue ocean.” What came back? A list of random, obvious points. Then 45 minutes of prompt-tweaking for the same vague answer you can’t use. No insight, no structure, no next step—about as productive as scrolling Instagram.
The Blue Ocean Strategy Workspace
Where you apply the tools to your own business
Inside the Blue Ocean Creation Space - the workspace where Blue Ocean Strategy tools and perspectives come to life for you and your business.
By the end, you’ll have worked out a strategy and strategic possibilities, as you and your business run through the tools that point to blue oceans.
See where you are now
Pioneer-Migrator-Settler Map & As-Is Strategy Canvas
Start with a clear read of where your business stands. Assess your portfolio according to how much innovative value it offers buyers - you'll see how strategically vulnerable or healthy your portfolio really is.
Then map your strategic profile against your rivals' on the factors your industry competes on — you'll see whether you stand apart, or march in lockstep with everyone else.
Do it on your own, or use AI Navigator to speed up the legwork. Instead of a blank canvas, you start with the competitive landscape and your position in it.
Find where the opportunity is
Buyer Utility Map & Three Tiers of Noncustomers
Map your buyer's experience with your industry — every stage, not just the one or two everyone competes on. You'll see how narrowly your industry actually plays, and where it leaves buyers' needs unmet: the pain points you can turn into exceptional utility, breaking away from the competition and growing the market.
Then look past your existing customers to the far larger group who don't buy from your industry at all. You'll uncover the noncustomers your industry has written off — and the untapped demand you could unlock by drawing them in. Seeing past the customers you already have is the hard part, so if you get stuck, the built-in AI Navigator offers an outside view to react to and refine.
Find your way to a blue ocean
Six Paths Framework & Eliminate-Reduce-Raise-Create Grid
Look across the boundaries your industry treats as fixed. The Six Paths Framework gives you six ways to shift your view, so you can see opportunities where others see only red oceans of competition.
Then turn what you find into a concrete move. As you decide what to eliminate, reduce, raise, and create, you break the trade-off the rest of your industry accepts — instead of choosing between differentiation and keeping costs down, you do both simultaneously.
Make your blue ocean move
To-Be Strategy Canvas & Blue Ocean Idea Index
Use To-Be Strategy Canvas to draw your new strategic profile and see how far it diverges from the competition.
At the end, run your blue ocean move through the Blue Ocean Idea Index to evaluate whether the utility, price, cost, and adoption of your offering meet the criteria for commercial success.
Meet Chan Kim and Renée Mauborgne
Professors of Strategy
Chan Kim and Renée Mauborgne are the creators of Blue Ocean Strategy. They are Professors of Strategy at INSEAD, one of the world’s top business schools and co-directors of the INSEAD Blue Ocean Strategy Institute. In 2023, they were recognized as two of the four leading thinkers, and Blue Ocean Strategy was chosen as one of the three most important theories for its impact on business in the 100-year history of Harvard Business Review’s publication. In 2019, they were selected as the #1 Management Thinkers in the World by Thinkers50.
4M+
books sold worldwide
3,000
universities teach it
30 yrs
of research behind it
The Books that Changed the Way We Think about Strategy
Blue Ocean Strategy and Blue Ocean Shift
Chan Kim and Renée Mauborgne have been researching what it takes to break out of the red ocean of competition and generate strong profitable growth for over 30 years.
They uncovered a systematic process of achieving growth that works whether you are a cash-strapped startup, non-profit, small business, or a large, established company.
AS SEEN IN
Who will benefit most?
Managers & Executives
Drive growth and create unique value propositions in your company. Explore new growth opportunities beyond traditional market boundaries and run a business where competition looks to you for the next groundbreaking idea.
Business Owners & Entrepreneurs
Find ways to differentiate your business, product, or services in the market. You’ll gain a new way of thinking and a proven process with practical tools to value innovate and grow your business that doesn’t just compete. It stands apart.
Consultants
As a consultant, you need a proven strategy with practical tools applicable to any industry or sector that you can use to guide your clients toward new growth creation and identifying new market spaces, with you as their trusted advisor.
Beyond the Workspace
Two more things come with it. A course, if you want to learn the concepts and frameworks before you apply them. And a companion workbook, if you like to write your thinking down as you go.
The Course
Learn Blue Ocean Strategy from the ground up: the concepts, frameworks, and thinking behind them, across 10 concise modules. It’s the foundation you apply in the Workspace.
The course includes:
✔ Blue Ocean Explainer videos
10 videos introducing and covering blue ocean concepts and frameworks.
✔ Key Learning Points
Clear and easy-to-understand summaries of all key learning points for each module.
✔ Blue Ocean Case Studies Videos
A rich array of blue ocean strategic moves in a variety of different industries and sectors to show applicability in different contexts.
✔ Business Scenarios
Work through how the blue ocean tools play out across different business situations, so you see the thinking in action before you apply it to your case.
✔ Assessment Quizzes
Take a quiz to help you focus on and retain the salient learning points brought out in each case study.
The Companion Workbook
Your space to write down the insights you gained in the course.
The downloadable workbook includes 145 pages of additional examples, step-by-step guidelines for using blue ocean tools, and thought-provoking questions that will push you to think through your business scenario from a different perspective.
Take a look inside at a few pages from the workbook.
Noncustomers first
The growth you're looking for isn't in your existing market.
Blue Ocean Strategy starts with your noncustomers: the people your industry does not serve today. There are more of them than the customers you compete for, and they sit closer to your market than most companies realize. Instead of competing harder for the customers everyone already fights over, unlock what your noncustomers need, and you create new demand rather than splitting the demand that already exists.
Blue Ocean Creation Space shows you how to find your noncustomers and create an offering that unlocks exceptional utility for them.
What you’ll have at the end
You didn’t come here to learn a theory. You came because you need to know what to do next.
A strategic direction
Where your business stands against everyone else in your industry, where there’s demand nobody is serving, and which move takes you from one to the other.
A case other people can follow
You’ll be able to show how you got there, step by step. That matters when you need a board, a team, or a client to come on board with your strategy.
A process, not a hunch
Most companies go looking for new growth through brainstorming and trial and error. This replaces that with a sequence of steps, each one small enough to act on.
Everything you need to get there
One payment. Immediate access. Move at your own pace.
Interested in enrolling your team? Get in touch for group rates. Contact Us.
You’ll be in Great Company
Creating new market space isn’t a flash of genius reserved for a few. It’s a discipline, and these are the companies whose people are applying it.
Our alumni come from a wide array of companies and organizations, including startups, SMEs, Fortune 500, and nonprofits across a range of industries spanning more than 100 countries.
Blue Ocean Creation Space for Teams
Work out your strategy together, as a team
Enrolling your team in Blue Ocean Creation Space is a great way to build alignment and create a stronger future for your organization. Create a shared understanding of where your company stands and develop a blueprint for growth. When your team goes through this process, they’ll never see or understand your market – or any market - the same way again.
Get in touch for group rates.
CONTACT USEarn a Certificate of Completion
Once you have completed the ten modules of the course, you will receive a certificate of completion from Blue Ocean Academy™, the official Blue Ocean learning provider under the Blue Ocean Global Network, founded by Chan Kim and Renée Mauborgne.
Make Your Résumé and LinkedIn Profile Stand Out
Highlight the new skills and learning you continue to develop. This certificate will help you differentiate yourself and allow you to stand apart in the marketplace.
In their words, from the exit survey
How Leaders Like You Are Applying Blue Ocean Strategy Now
Create a new blue ocean strategy for a 70 year old manufacturing company.
It's becoming the backbone of our startup's launch strategy for our initial offering.
I will use it in my role as a VP of marketing to develop my strategy and to share the insights with my CEO and fellow executives.
I have been in the sun spa (tanning) industry for 31 years and have grown from $250,000/year to over $15 million/year and from 1 to 30 locations. However our target market is very small % and I will use this course to try and explore ways to attract the current non customer.
I have been using traditional strategic planning tools in my consulting practice for years. No more. This opens up the path to innovation and is intuitively more fitting to the times.
I'm currently architecting a major business transformation and using this concept to convince our parent company to invest in blue ocean opportunities instead of the same red oceans.
I am implementing it in my own business but I am seeing a blue ocean opportunity here. I am a growth accountant and here is a way to tap into another industry to become a blue ocean in a red ocean.
Redesign my company strategy which was actually Blue Ocean but without me knowing it. Using the frameworks and language will make it easier to understand and implement.
Join 1000s of strategic thinkers shaping their future with blue ocean strategy
Frequently Asked Questions
How long do I have access?
How long does it take, and can I go at my own pace?
Is this the official Blue Ocean Strategy course?
How soon can I start?
Do I need to prepare before I start?
I've read the books. Do I still need this?
How is Blue Ocean Creation Space different from the Blue Ocean Strategy Practitioner Program?
What are the payment options?
Can I enroll my team?
Can I access this on a mobile device?
Need help or have questions?
Check out our FAQ section above or email us at hello@blueoceanstrategy.com
We’re happy to answer any questions you have!
