Blue Ocean Shift

Blue Ocean Shift is a groundbreaking strategy guide that empowers businesses to stop competing—and start creating. Written by bestselling authors W. Chan Kim and Renée Mauborgne, this follow-up to Blue Ocean Strategy offers a proven, step-by-step framework for unlocking new growth by shifting from saturated “red oceans” to untapped “blue oceans” of market opportunity.

What makes Blue Ocean Shift essential is its blend of strategic insight and real-world practicality. Through inspiring case studies—from small nonprofits to global brands—it shows how anyone can innovate without massive resources or risky bets. The book introduces tools like the Pioneer-Migrator-Settler Map, Buyer Utility Map, and the Blue Ocean Idea Index, helping leaders rethink value, break industry boundaries, and reduce risk while maximizing impact.