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