Contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Epigraph
  5. Preface
  6. PART ONE
    Blue Ocean Shift
  7. 1.   Reach Beyond the Best
  8. 2.   The Fundamentals of Market-Creating Strategy
  9. 3.   The Mind of a Blue Ocean Strategist
  10. 4.   Humanness, Confidence, and Creative Competence
  11. PART TWO
    The Five Steps to Making a Blue Ocean Shift
  12. Step One: Get Started
  13. 5.   Choosing the Right Place to Start
  14. 6.   Constructing the Right Blue Ocean Team
  15. Step Two: Understand Where You Are Now
  16. 7.   Getting Clear About the Current State of Play
  17. Step Three: Imagine Where You Could Be
  18. 8.   Uncovering the Hidden Pain Points That Limit the Size of Your Industry
  19. 9.   Discovering an Ocean of Noncustomers
  20. Step Four: Find How You Get There
  21. 10. Reconstructing Market Boundaries—Systematically
  22. 11. Developing Alternative Blue Ocean Opportunities
  23. Step Five: Make Your Move
  24. 12. Selecting Your Blue Ocean Move and Conducting Rapid Market Tests
  25. 13. Finalizing and Launching Your Blue Ocean Move
  26. Epilogue: A National Blue Ocean Shift in Action
  27. Acknowledgments
  28. About the Authors
  29. Bibliography
  30. Notes
  31. Newsletters

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