W. Chan Kim and Renée Mauborgne

Blue ocean strategy is about creating demand instead of fighting for it.

To succeed in blue oceans, you need to think differently.

A blue ocean strategy requires a different kind of thinking.

In a crowded marketplace, fitting in is failing.

The hardest part of strategy is to choose what not to do.

Creating uncontested market space is the essence of blue ocean strategy.

To escape the red ocean of competition, you must create blue oceans.

Create a leap in value for buyers and your company.

Competition is not the best way to win.

The only way to win is to learn faster than anyone else.