Blue Ocean Strategy - 09

-Step 1: Visual Awakening-

A common mistake is to discuss changes in strategy before resolving

differences of opinion about the current state of play.

-

Another problem is that executives are often reluctant不情愿的 to accept the need for 

change; they may have a vested既定的 interest in the status quo, or they may feel 

that time will eventually vindicate澄清 their previous choices. 

Asking executives to draw the 【value curve of their company’s strategy】 brings 

home the need for change. It serves as a forceful 【wake-up call】 for companies 

to challenge their existing strategies.

-Step 2: Visual Exploration-

Getting the wake-up call is only the first step. The next step is to send a

team into the field, putting managers face-to-face with what they must

make sense of: 【how people use or don’t use their products or services】.

★★★

A company should never outsource★外购/外包 its eyes. There is simply no 

substitute for seeing for yourself. 

-

Great artists don’t paint from other people’s descriptions or even 

from photographs; they like to see the subject for themselves.

-

The same is true for great strategists.

★★★(语法分析)

Great strategic insights like this are less the product of genius than of

getting into the field and challenging the boundaries of competition.

像这样的重大战略洞察更多地是通过深入实地并挑战竞争边界获得的，而不仅仅是天才的产物。

the first port of call should be the customers顾客. But you should

not stop there. You should also go after noncustomers.

-

And when the customer is not the same as the user, you need to extend your 

observations to the users, as Bloomberg did. You should not only talk to 

these people but also watch them in action.

Identifying the array of complementary products and services that are consumed 

alongside your own may give you insight into bundling opportunities.

识别出与你自己的产品或服务一起消费的一系列互补产品和服务，可能会让你发现打包销售的机会。

-

Finally, you need to look at how customers might find 【alternative ways of fulfilling 

the need】 that your product or service satisfies.

- 

For example, driving is an alternative to flying, so you

should also examine its distinct advantages and characteristics.

★★★depict 描述/描绘

-Step 3: Visual Strategy Fair-

★：p129：获取用户反馈的价值曲线的方法

The new value curve exhibited the criteria(评判)标准 of a successful strategy. It

displayed more focus than the previous strategy; investments that were

made were given a much stronger commitment than before.

-Step 4: Visual Communication-

After the future strategy is set, the last step is to communicate it 

in a way that can be easily 【understood by any employee】.

-Using the Strategy Canvas-