Blue Oceans

A Toro book club pic for 2017.  If you haven’t yet read it, we highly recommend you pickup up a copy of Blue Ocean Strategy, by Renée Mauborgne and W. Chan Kim.

First published in 2005, and expanded and reissued in 2015, this book is a favourite of Toro’s and a number of our clients that we work with to infuse innovation and create new market space in their organizations.

What is a Blue Ocean strategy?  In their book, Mauborgne and Kim observed that “companies tend to engage 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. Lasting success increasingly comes, not from battling competitors, but from creating blue oceans of untapped new market spaces ripe for growth.”

Similar to Toro’s strategic approach, a Blue Ocean more