The world is becoming more competitive, driving down profits and making it harder for organizations to thrive. This challenge is captured by the metaphor of a "red ocean" - an ocean full of bloody competition. To address this, the concepts and tools of Blue Ocean Strategy can help organizations move into uncontested market space characterized by new demand and growth. This is represented by the metaphor of a "blue ocean". The key ideas of blue ocean strategy remain highly relevant today. Organizations that apply them can move out of crowded, highly competitive red oceans and into wide open blue oceans of new opportunities. The goal is to systematically maximize opportunity while minimizing risk. No company should be a riverboat gambler. The framework addresses analytic and human aspects of bringing people along willingly. Building trust and commitment is key, as is intellectual and emotional recognition. Though blue ocean opportunities have always existed, poor understanding prevented their systematic creation and capture. This book provides a unified framework so you can be a driver of market expansion through blue oceans in the future.