"The best way to beat the competition is to stop trying to beat the competition."
Chan Kim and Renée Mauborgne
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.
START CREATING YOUR BLUE OCEAN TODAY
Think like a blue ocean strategist. Leave your competition behind.
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.
Look inside Module 2
Watch this explainer video that tackles the concept of shifting to a blue ocean perspective. Learn the fundamental differences between red ocean and blue ocean strategy and how shifting your focus from existing customers towards noncustomers will start you on the path to creating a blue ocean.
Curriculum
The Blue Ocean Practical Introduction™ online course will introduce you to key concepts and tools of blue ocean strategy and blue ocean shift.
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.
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.
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.
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!
"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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$227 USD
One-time payment. Instant access.
To enroll as a team contact us at hello@blueoceanstrategy.com for corporate sales.
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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, email us within 14 days of purchase, and we’ll refund you the course fee. Read more about our refund policy in our terms and conditions of use.
Please note: If more than 50% of the course content was accessed before the refund was requested, we may reject your request for refund. We won’t be able to refund you the course fee when the certificate of completion has already been issued to you.
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Still have questions? Contact us at hello@blueoceanstrategy.com
Rethink the way you do strategy
Enroll in the Blue Ocean Practical Introduction™ online course
$227 USD
Instant access. One-time payment.
To enroll as a team contact us at hello@blueoceanstrategy.com for corporate sales.
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!