BLUE OCEAN ONLINE COURSE
Create a Business Strategy That Sets You Apart
Are you and your company ready to thrive? Learn HOW with the Blue Ocean Practical Introduction™. An online course designed to help YOU take the reins and set an innovative strategy for your organization that creates new demand for your product or service and scales your business.

Imagine If... Instead...
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You could define and implement a strategic direction for your organization that would put everyone in the company on the same page and rally behind your strategy.
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You could transform your company to deliver a differentiated product or service that would clearly distance your organization from the competition.
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You had the reputation of an innovative leader and were widely respected for your strategic thinking.
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You had a roadmap for creating a new market for your product or service.
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You could land that coveted promotion and reach the dream C-suite level based on your business growth results.
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You had the tools to build an innovative strategy that would make your dreams as a successful entrepreneur or business owner come true.

Do you know HOW to get there?
INTRODUCING...
The Blue Ocean Practical Introduction™ Online Course
A proven framework to take your business from struggling and barely surviving to thriving

The Only Official Certificated Blue Ocean Online Course

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.
Blue Ocean Practical Introduction™ Online Course
10 engaging modules covering the fundamentals of blue ocean strategy and blue ocean shift. Study at your own pace and access at any time for one year.
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.
✔ Real-Life Business Scenarios
Put yourself in the shoes of executives, business owners, and managers and solve their business problems using blue ocean tools and frameworks.
✔ Assessment Quizzes
Take a quiz to help you focus on and retain the salient learning points brought out in each case study.
Some of the featured case studies
The Companion Workbook
Your space to apply the knowledge you gained in the online course to your business situation to get you started.
The downloadable workbook has 145 pages of additional examples, step-by-step guidelines on how to use blue ocean tools in sequence, 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.

The Blue Ocean Practical Introduction Online Course is fantastic. Not only does it provide a deeper understanding of this strategic framework made famous by Professors W. Chan Kim's and Renee Mauborgne's two books—Blue Ocean Strategy and Blue Ocean Shift—but it also shows how easy it is to adopt many of its supporting tools—As-Is Strategy Canvas, Four Actions Framework, Six Paths Framework, 3 Tiers of Noncustomers, Buyer Utility Map, and To-Be Strategy Canvas. This course is valuable to anyone interested in expanding their knowledge of strategic thinking—from consultants to C-suite executives to board members—and wishing to discover new opportunities from a different perspective.
– Dickson L. Louie Lecturer, University of California, Davis

Module 1
Blue Ocean Creativity
In this module:
- We'll introduce you to blue ocean creativity, a systematic process of new market creation.
- Find out whether you are on track to a blue ocean or if you are sinking in bloody red ocean.

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.

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.

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.

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.

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).

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.

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.

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.

Module 10
Make Your Blue Ocean Move
In this module:
- You'll get a summary of everything you’ve learned on the course.

LEARN
Blue Ocean Practical Introduction™ Online Course

All sales are final.

As a leadership team, we read the books Blue Ocean Shift and Blue Ocean Strategy. It became immediately clear that we wanted to leverage this knowledge to get us out of the "red ocean" in some areas of our business and to continue to stay in the "blue ocean" in others. We decided to invest in running each of our business development sectors through the online course and then in developing our strategy. The course has been instrumental in providing us with a structured roadmap to get and maintain traction. We are thankful for the tools the Blue Ocean team has provided and our organization has every intention of continuing to use them!
– Shara W, Chief Financial Officer, LSW Architects
Invest in the Power of Your People
People are the most valuable asset in your organization. Take the course as a team and create a blue ocean together.
The course will create a shared understanding among the team about the current situation your organization is in and the need to change the status-quo.
Designed for busy executives in mind, this course is an efficient and effective way of developing a common-language system.
World-Class Learning for Your Team
Strengthen the strategic-thinking, innovation, and creativity of your employees and business leaders through online learning.
Interested in introducing our online course in your company? Download the brochure for more information or email us at:
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.

You’ll be in Great Company
People from these organizations already took the course and set sail towards a blue ocean.

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.
LEARN
Blue Ocean Practical Introduction™ Online Course

All sales are final.
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Still have questions? Contact us at [email protected]
Need help or have questions?
Check out our FAQ section above or email us at [email protected]
We’re happy to answer any questions you have!