2005 Harvard Business Press
W. Chan Kim and Renée Mauborgne

After over two decades, these practices are as relevant today as when they were first published. SHERPA Institute has used the Blue Ocean Canvases, Maps and Frameworks with organizations of all types and sizes around the world.  What matters most is that all key stakeholders participate; this is not a spectators’ sport.

From the cover flap: “Companies have long engaged in head-to-head competition in search of sustained, profitable growth. … Yet in today’s overcrowded industries, competing head-on results in nothing but a bloody “red ocean” of rivals fighting over a shrinking profit pool. … Blue Ocean Strategy provides a systematic approach to making the competition irrelevant.”.