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The official Blue Ocean Online Certificated Course

Create a Business Strategy That Sets You Apart 

✔ Move from red ocean of cut-throat competition to blue oceans of uncontested market space

✔ Learn the essentials of blue ocean strategy and shift created by #1 Management Thinkers in the World, grow your business, and make your competition irrelevant.

✔ For individuals and organizations ready to seize growth and create new markets.

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ENROLL NOW
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The official Blue Ocean Online Certificated Course

Create a Business Strategy That Sets You Apart 

✔ Move from red ocean of cut-throat competition to blue oceans of uncontested market space

✔ Learn the essentials of blue ocean strategy and shift created by #1 Management Thinkers in the World, grow your business, and make your competition irrelevant.

✔ For individuals and organizations ready to seize growth and create new markets.

ENROLL NOW
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Learn how to:

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Seek out noncustomers and de-segment the market

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Generate creative ideas for your organization

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Create new demand for your product or service

Do you need to rethink your strategy?

You want to grow your business, increase sales, and stand apart from the competition. Right?

So why are you competing for a greater share of ever-shrinking demand when you can generate new growth and make the competition irrelevant?

Why not learn how to shift your perspective and start to think differently?

It's time to change course. Use blue ocean tools and methodology to seize new growth and take your business to new heights.

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Do you need to rethink your strategy?

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You want to grow your business, increase sales, and stand apart from the competition. Right?

So why are you competing for a greater share of ever-shrinking demand when you can generate new growth and make the competition irrelevant?

Why not learn how to shift your perspective and start to think differently?

It's time to change course. Use blue ocean tools and methodology to seize new growth and take your business to new heights.

Does this sound like you?

"I’m in an overly saturated industry that doesn’t allow for high profit margins. We mainly compete on price and the competition is fierce!"

"I struggle to attract new clients and create new demand for my products and services."

"I can’t come up with creative ideas that would differentiate us from the competition. I don’t know how to stop our customers from moving over to our rivals."

"I don’t have the right strategy to sell my services. I need guidance and process to follow."

"I know we need to change. Margins are under pressure. Growth is slow. And there are new competitors on the horizon. If we don’t do something differently, we may need to start letting people go."

Does this sound like you?

"I’m in an overly saturated industry that doesn’t allow for high profit margins. We mainly compete on price and the competition is fierce!"

"I struggle to attract new clients and create new demand for my products and services."

"I can’t come up with creative ideas that would differentiate us from the competition. I don’t know how to stop our customers from moving over to our rivals."

"I don’t have the right strategy to sell my services. I need guidance and process to follow."

"I know we need to change. Margins are under pressure. Growth is slow. And there are new competitors on the horizon. If we don’t do something differently, we may need to start letting people go."

You're not alone

What industry today doesn’t face intense competition?

In the current business environment, crowded with competition, it is more and more difficult to stand out. If you want to create, grow and scale a business, you need to move away from competing.

By analyzing and benchmarking what everyone else is doing, you end up looking like them – undifferentiated, fighting for the same pool of customers, with shrinking profit margins.

Competition will always matter and will always be a fact of business life. But with supply exceeding demand in almost every industry, it will not be sufficient to sustain high performance.

You need to go beyond competing and move into, and create, new markets – blue oceans.

Successful companies are not competing in red oceans. They are creating blue oceans – wide-open new markets.

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You're not alone

What industry today doesn’t face intense competition?

In the current business environment, crowded with competition, it is more and more difficult to stand out. If you want to create, grow and scale a business, you need to move away from competing.

By analyzing and benchmarking what everyone else is doing, you end up looking like them – undifferentiated, fighting for the same pool of customers, with shrinking profit margins.

Competition will always matter and will always be a fact of business life. But with supply exceeding demand in almost every industry, it will not be sufficient to sustain high performance.

You need to go beyond competing and move into, and create, new markets – blue oceans.

Successful companies are not competing in red oceans. They are creating blue oceans – wide-open new markets.

"The best way to beat the competition is to stop trying to beat the competition."

Chan Kim and Renée Mauborgne

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Meet Chan Kim and Renée Mauborgne

#1 Management Thinkers in the World

Chan Kim and Renée Mauborgne are the creators of blue ocean. 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 2019, they were ranked the #1 Management Thinkers in the World by Thinkers50.

The books that changed the way we think about strategy

Blue Ocean Strategy and Blue Ocean Shift

Kim and 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 what it takes to create new market space and make the competition irrelevant.

Their seminal work, Blue Ocean Strategy, is recognized as one of the most iconic and impactful strategy books ever written. The book has since sold over 4 million copies worldwide and has been translated into record-breaking 46 languages, becoming a bestseller on five continents.

The follow-up, New York Times and #1 Wall Street Journal bestseller, Blue Ocean Shift, shows a step-by-step process for creating new markets and seizing new growth. Published in 2017, it is already being translated in over 30 languages.

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The books that changed the way we think about strategy

Blue Ocean Strategy and Blue Ocean Shift

Kim and 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 what it takes to create new market space and make the competition irrelevant.

Their seminal work, Blue Ocean Strategy, is recognized as one of the most iconic and impactful strategy books ever written. The book has since sold over 4 million copies worldwide and has been translated into record-breaking 46 languages, becoming a bestseller on five continents.

The follow-up, New York Times and #1 Wall Street Journal bestseller, Blue Ocean Shift, shows a step-by-step process for creating new markets and seizing new growth. Published in 2017, it is already being translated in over 30 languages.

START CREATING YOUR BLUE OCEAN TODAY

Think like a blue ocean strategist. Leave your competition behind. 

Blue Ocean Practical Introduction™

The official blue ocean online course showing you how to create new market space, fast!

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ENROLL NOW

Blue Ocean Practical Introduction™

The official blue ocean online course showing you how to create new market space, fast!

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ENROLL NOW
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What you'll learn

Here's what you'll gain by completing this course.

✔ The basics behind the world-famous business strategy 

Understand the essentials of blue ocean strategy and shift, created by the #1 Management Thinkers in the World, Chan Kim and Renée Mauborgne.

✔ Think like a blue ocean strategist

Learn how to reorient your perspective from focusing on the competition to understanding where blue ocean opportunities reside. 

✔ Market-creating tools and frameworks

Get a clear understanding of the key blue ocean tools and frameworks and how to start to apply them in real life.

✔ The proven process of creating blue oceans

Get a basic understanding of the systematic process for creating new market space.

✔ Blue ocean insights 

Learn how to systematically generate blue ocean insights for yourself or your organization.

What you'll learn

Here's what you'll gain by completing this course.

The basics behind the world-famous business strategy 

Understand the essentials of blue ocean strategy and shift, created by the #1 Business Thinkers in the world, Chan Kim and Renée Mauborgne.

Think like a blue ocean strategist

Learn how to reorient your perspective from focusing on the competition to understanding where blue ocean opportunities reside. 

Market-creating tools and frameworks

Get a clear understanding of the key blue ocean tools and frameworks and how to start to apply them in real life.

The proven process of creating blue oceans

Get a basic understanding of the systematic process for creating new market space.

Blue ocean insights 

Learn how to systematically generate blue ocean insights for yourself or your organization.

Curriculum

The Blue Ocean Practical Introduction™ online course will introduce you to key concepts and tools of blue ocean strategy and blue ocean shift.

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Module 1

Blue Ocean Creativity

In this module:

  • We'll introduce you to blue ocean creativity, a systematic process of new market creation.
  • You will take a short assessment to check whether you are swimming in a bloody red ocean of competition.
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Module 2

Shifting to a Blue Ocean Perspective

In this module:

  • You will learn the fundamental differences between red ocean and blue ocean strategy.
  • You will understand how shifting your focus from existing customers and existing industries towards noncustomers and new demand will start you on the path to creating new market space that will make the competition irrelevant.
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Module 3

Visualizing Your Strategic Reality

In this module:

  • You will learn the concept behind, and the power of, the as-is strategy canvas, one of the key tools of blue ocean strategy.
  • It will give you an overview of the current state of play in your target industry and show you in a simple picture the assumptions the industry acts on that you can later overturn and the degree of competitive convergence across existing players.
  • You’ll have a baseline to assess new ideas against.
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Module 4

Discovering Hidden Pain Points

In this module:

  • You’ll focus on the buyer utility map, a blue ocean tool to identify the specific pain points buyers face and identify concrete solutions that remove these blocks to utility.
  • You’ll see how the buyer utility map can help you unlock hidden value to create new demand.
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Module 5

Looking Beyond Existing Demand

In this module:

  • You’ll explore the concept behind the three tiers of noncustomers.
  • By understanding the three tiers, you will gain insight into how to identify real opportunities and unlock new demand by identifying both who fall in each tier and the commonalities within and across the tiers.
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Modules 6

Reconstructing Market Boundaries – Part I

In this module:

  • You’ll learn about the six paths framework, a powerful tool that anyone can apply to reconstruct market boundaries and re-examine the familiar from a new perspective.
  • You’ll discover how to distill key insights for creating blue oceans by applying the first two paths of the framework.
  • You'll achieve this by looking across industries (path one) and looking across strategic groups (path two).
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Module 7

Reconstructing Market Boundaries – Part II

In this module:

  • You'll learn more about the six paths framework and how to shift your perspective to look across boundaries.
  • Here we’ll explore the remaining paths that you can apply to systematically reconstruct market boundaries.
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Module 8

Developing Alternative Blue Ocean Moves

In this module:

  • You'll learn how you can simultaneously create a leap in value for buyers while keeping costs low in building your blue ocean move.
  • You’ll be introduced to the cornerstone of blue ocean strategy - what we call value innovation.
  • To achieve this, we'll introduce you to two powerful tools – the four actions framework and its companion, the eliminate-reduce-raise-create (ERRC) grid.
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Module 9

Communicating Your Blue Ocean Move

In this module:

  • You’ll gain insight into successful strategy formulation and execution.
  • You’ll learn how to use the to-be strategy canvas to effectively communicate and secure group buy-in during strategy formulation and execution.
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Module 10

Make Your Blue Ocean Move

In this module:

  • You'll get a summary of everything you’ve learned on the course.

What people like most about the course

A selection of course takers' comments from the anonymous survey at the end of the course.

❝ Everything! The content, the pace, the tools, the design.❞

❝ Clear strategy, concise cases, helpful quizzes, great graphics.❞

❝ I loved the structure and simplicity.❞

❝ Overall, I found this course extremely powerful, yet simple. It will help shift my thinking from Red Ocean to Blue Ocean and I look forward to applying to my daily life.❞

❝ What struck me is the focus on noncustomers versus customers. Also I find it fascinating to define Blue Ocean within or outside our core vertical market.❞

❝ The short case vignettes and follow up quiz were an easy way to drive home the basics of each concept quickly. The corresponding book references were helpful as well.❞

❝ Helped me rethink my business, products and market.❞

❝ The video illustrations helped keep interest and the content was seamlessly delivered.❞

❝ It’s a great course value for money for sure.❞

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(Average customer satisfaction rating for this course)

What's inside

The Blue Ocean Practical Introduction™ online course is made up of 10 interactive modules.

Study at your own pace and earn a certificate of completion to highlight your new achievement.

 
✔ Explainer videos 

10 explainer videos introducing and covering blue ocean concepts and frameworks.

✔ Key learning points

A clear and easy-to-understand summary of the main insights from each module.

✔ Real-life business scenarios

Test your understanding of blue ocean tools and frameworks by working through real-life business scenarios.

✔ Blue Ocean examples

Examples of blue ocean strategic moves in a variety of different industries and sectors.

✔ Assessment quizzes

Take a quiz after each blue ocean example to help you focus on and retain the salient learning points brought out in each example.

✔ Book references

Dive deep into the concepts outlined in each module with specific references to the two bestselling books. 

✔ Exercise templates

Practice working through the blue ocean tools with our downloadable exercise templates, which give you step-by-step guidance on how to use and interpret blue ocean tools. 

Print and use on your own or with your team. By working through them in sequence, you’ll realize their collective power of helping you come up with blue ocean insights.

Create a blueprint for creating your own blue ocean. You’ll be amazed at what you come up with! 

 
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✔ Exercise templates

Practice working through the blue ocean tools with our downloadable exercise templates, which give you step-by-step guidance on how to use and interpret blue ocean tools. 

Print and use on your own or with your team. By working through them in sequence, you’ll realize their collective power of helping you come up with blue ocean insights.

Create a blueprint for creating your own blue ocean. You’ll be amazed at what you come up with! 

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"An e-learning course with fun and interactive content. I strongly suggest taking this companion course alongside the books. I'm confident that you will enjoy it as much as I did."

Adnan Boz, United States, AI Product Leader

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"An e-learning course with fun and interactive content. I strongly suggest taking this companion course alongside the books. I'm confident that you will enjoy it as much as I did."

Adnan Boz, United States, AI Product Leader

Bonus resources

Enroll today and get these bonus resources – available for limited time only!

Bonus 1

Blue Ocean Leadership (webinar)

Extraordinary times call for extraordinary leadership. Now more than ever, in this time of global upheaval and rapid change, your leadership practices count and can make a difference.

The same way that blue ocean strategy can create uncontested market space, blue ocean leadership can unleash the ocean of untapped talent and employee potential in organizations.

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Watch this 45min Harvard Business Review webinar recording on Blue Ocean Leadership with Renée Mauborgne, #1 Management Thinker in the World and strengthen your leadership. At the time of the recording, the webinar was the most viewed that Harvard Business Review had ever had to date. Available for a limited time only. Don’t miss it!

Bonus resources

Enroll today and get these bonus resources – available for limited time only!

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Bonus 1

Blue Ocean Leadership (webinar)

Extraordinary times call for extraordinary leadership. Now more than ever, in this time of global upheaval and rapid change, your leadership practices count and can make a difference.

The same way that blue ocean strategy can create uncontested market space, blue ocean leadership can unleash the ocean of untapped talent and employee potential in organizations.

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Watch this 45min Harvard Business Review webinar recording on Blue Ocean Leadership with Renée Mauborgne, #1 Management Thinker in the World and strengthen your leadership. At the time of the recording, the webinar was the most viewed that Harvard Business Review had ever had to date. Available for a limited time only. Don’t miss it!

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Bonus 2 

Q&A with Chan Kim & Renee Mauborgne (ebook)

Especially for this course, authors Chan Kim and Renée Mauborgne have answered some of the most frequently asked questions they receive on Blue Ocean Strategy and Blue Ocean Shift. Find out the answers to questions such as:

  • How is a blue ocean strategist different from a red ocean strategist?
  • What’s the one thing that surprised authors in their 30-year research journey?
  • And lots more!
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“I really enjoyed taking the course. The content is presented in a very clear and easy to access way and the video presentations nicely lead into the quizzes which makes it a true learning process.”

Heidi Holvoet, Belgium, Business Strategist

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“I really enjoyed taking the course. The content is presented in a very clear and easy to access way and the video presentations nicely lead into the quizzes which makes it a true learning process.”

Heidi Holvoet, Belgium, Business Strategist

Earn 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.

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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.

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.

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"An online course that allows companies and individuals to challenge the conventional strategic approach and explore new, untapped opportunities by creating and capturing new demand."

Constantinos Chaelis, Project Manager, UK

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"An online course that allows companies and individuals to challenge the conventional strategic approach and explore new, untapped opportunities by creating and capturing new demand."

Constantinos Chaelis, Project Manager, UK

Enroll as a team

Create impetus for change

Take the course as a team and create a blue ocean in your organization together. Bringing people on board from the beginning will help you create impetus for change faster.

The course will create a shared understanding among the team about the current situation your company is in. It will guide you through the tools and frameworks to systematically uncover blue ocean opportunities. By going through the blue ocean tools, your team will soon discover new opportunities.

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Receive progress reports

Create accountability with your team. Track your team’s progress with our progress reports. See who started the course or whether they have already finished. And check how your team perceives the current situation your company is in with our analysis on How Blue is Your Ocean assessment.

Contact us at hello@blueoceanstrategy.com for corporate sales.

Enroll as a team

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Create impetus for change

Take the course as a team and create a blue ocean in your organization together. Bringing people on board from the beginning will help you create impetus for change faster.

The course will create a shared understanding among the team about the current situation your company is in. It will guide you through the tools and frameworks to systematically uncover blue ocean opportunities. By going through the blue ocean tools, your team will soon discover new opportunities.

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Receive progress reports

Create accountability with your team. Track your team’s progress with our progress reports. See who started the course, which module they’re currently in, or whether they have already finished. And check how your team perceives the current situation your company is in with our analysis on How Blue is Your Ocean assessment.

Contact us at hello@blueoceanstrategy.com for corporate sales.

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"I did find the course very entertaining and engaging. The quizzes are sufficiently tricky. For those interested in Blue Ocean Strategy, I strongly suggest this fun course with interactive content."

Julian Rengifo, PMP, Canada, Technology Executive

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"I did find the course very entertaining and engaging. The quizzes are sufficiently tricky. For those interested in Blue Ocean Strategy, I strongly suggest this fun course with interactive content."

Julian Rengifo, PMP, Canada, Technology Executive

Online learning for business

Strengthen the strategic-thinking, innovation, and creativity of your employees and business leaders through digital learning. Empower your people with world-class knowledge, make them feel recognized and bring your business to its full potential.

How upskilling your staff through this course will help your business

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First-class education

Offer your team first-class, high-impact education from world-class thought leaders at an affordable price. Designed for busy executives in mind, this course is efficient and effective with a rich blend of content. It comes with a certificate of completion.

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24/7 access, 100% Online

Your team can take the course at their own pace from the safety of their homes. Your employees no longer need to leave the office for training. They can remain focused on their job while studying online in their free time. The course can be consumed in bite-size modules making it efficient and fun to go through.

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Upskill in large numbers

Upskill a large cross-functional team or department with ease. Our team will make the process a breeze by taking care of the enrollment process and providing you with a single consolidated invoice.

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Develop a common-language

By training your team in blue ocean methodology, you’re creating a shared understanding among your team about where your company stands. This creates a common baseline and clarity on the need for change.

"Let your competitors fight it out while you create a blue ocean."

Chan Kim and Renée Mauborgne

Get started now

Enroll in the Blue Ocean Practical Introduction™ online course

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––  Best value ––

$327 USD

One-time payment. Instant access. 

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PURCHASE NOW

To enroll as a team contact us at hello@blueoceanstrategy.com for corporate sales.

This course is for YOU

Entrepreneurs and start-ups

Thinking about starting a new business? Planning to launch a new product or service? Then the proven methodology for generating innovative ideas in this course will set you on the right track. Finally, you’ll be able to see whether your idea is worth turning into business. Don’t build a me-too company. Be a game-changer.

Small and medium-sized businesses

Do you have a business but your growth is stagnant? Or maybe you have trouble getting new clients, and are losing to competition. This course will help you shift your perspective and the tools and frameworks will help you find new opportunities where growth is sustainable and independent of how the economy is doing.

Corporate executives and managers

You know you need to do things differently. Margins are under pressure. New more agile competitors are popping up. But one wrong move and you may need to start letting people go. If you and your team want to shift their mindset from competition to creation, risk free, then this course is a great starting point. Ready to take your business to the next level? Don’t wait. Do it today.

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Career-minded professionals

Do you want to become more relevant in your company? Impress your boss or colleagues with breakthrough insights? This course will help you arrive at innovative solutions everyone around will envy. Learn how to think like a blue ocean strategist.

Anyone who wants to stand out from the crowd

And the course if for everyone who is tired of competing and ready to think differently. You don’t want the status quo to continue. You want to achieve, influence and inspire. Take this course and start to think big and bold. Think blue.

This course is for YOU

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Entrepreneurs and start-ups

Thinking about starting a new business? Planning to launch a new product or service? Then the proven methodology for generating innovative ideas in this course will set you on the right track. Finally, you’ll be able to see whether your idea is worth turning into business. Don’t build a me-too company. Be a game-changer.

Small and medium-sized businesses

Do you have a business but your growth is stagnant? Or maybe you have trouble getting new clients, and are losing to competition. This course will help you shift your perspective and the tools and frameworks will help you find new opportunities where growth is sustainable and independent of how the economy is doing.

Corporate executives and managers

You know you need to do things differently. Margins are under pressure. New more agile competitors are popping up. But one wrong move and you may need to start letting people go. If you and your team want to shift their mindset from competition to creation, risk free, then this course is a great starting point. Ready to take your business to the next level? Don’t wait. Do it today.

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Career-minded professionals

Do you want to become more relevant in your company? Impress your boss or colleagues with breakthrough insights? This course will help you arrive at innovative solutions everyone around will envy. Learn how to think like a blue ocean strategist.

Anyone who wants to stand out from the crowd

And the course if for everyone who is tired of competing and ready to think differently. You don’t want the status quo to continue. You want to achieve, influence and inspire. Take this course and start to think big and bold. Think blue.

Frequently asked questions

Still have questions? Contact us at hello@blueoceanstrategy.com

Rethink the way you do strategy

Enroll in the Blue Ocean Practical Introduction™ online course

$327 USD

Instant access. One-time payment.

PURCHASE NOW
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To enroll as a team contact us at hello@blueoceanstrategy.com for corporate sales.

Our refund policy

We’re here to help you change your business and your life. We stand behind the integrity and value of the Blue Ocean Practical Introduction™ online course and the reputation of our brand.

Our hope is that you’ll benefit from this online course. However, if you find that this course is not right for you, you may be eligible for a refund. Read more about our refund policy in our terms and conditions of use.

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!