One of the best business books I have read in years. Provides a full perspective of a systematic approach to strategy planning that creates a new 'blue ocean' (a runaway, profitable new market) for the company using this approach. The book walks you through the steps of how to analyze consumer buying motivations and then to create a new product or service that engages the non-participants - those that have historically stayed away from purchasing the goods or services of the market. The classic example is the Ford Model T. The additional gems in this book, in addition to the nicely structured HOW TO for how to re-invent your product or service, are the discussion of how to overcome internal resistance to new ways of doing things and the prophetic reminder that all industries change and that blue oceans eventually become "red oceans" (fiercely competitive markets). Hence the importance for businesses to have the ability to reinvent themselves. If you are a strategist at heart, you will love this book like I did.
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