Quotes from W. Chan Kim

Don't fight alone. Get the higher and wider voice to fight with you. Identify your detractors and supporters—forget the middle—and strive to create a win-win outcome for both. But move quickly. Isolate your detractors by building a broader coalition with your angels before a battle begins. In this way, you will discourage the war before it has a chance to start or gain steam.

This is a trap many companies fall into. Lacking a holistic understanding of strategy

According to Gallup, only 30% of employees actively apply their talent and energy to move their organizations forward.

A main cause of employee disengagement is poor leadership

The creators of blue oceans, surprisingly, didn't use the competition as their benchmark.17 Instead, they followed a different strategic logic that we call value innovation. Value innovation is the cornerstone of blue ocean strategy. We call it value innovation because instead of focusing on beating the competition, you focus on making the competition irrelevant by creating a leap in value for buyers and your company, thereby opening up new and uncontested market space.

Find the right price for an irresistible offer, which, by the way, isn't necessarily the lower price.

By fair process we mean engaging all the affected people in the process

blue oceans were seldom the result of technological innovation per se;

people in the front line care as much about the proper process as those at the top.

os próprios clientes não são capazes de imaginar como criar novos espaços de mercado inexplorado.

Most blue oceans are created from within, not beyond, red oceans of existing industries

By questioning conventional definitions of who can and should be the target buyer, companies can often see fundamentally new ways to unlock value.

The underlying logic was that increments in performance could be achieved only with proportional increments in resources—the same inherent logic guiding most companies' view of performance gains.

People realize that compromises and sacrifices are necessary in building a strong company. They accept the need for short-term personal sacrifices in order to advance the long-term interests of the corporation.

By violating fair process in making and rolling out strategies, managers can turn their best employees into their worst, earning their distrust of and resistance to the very strategy they depend on them to execute. But if managers practice fair process, the worst employees can turn into the best and can execute even difficult strategic shifts with their willing commitment while building their trust.

industry history shows, new market spaces are being created every day and are fluid with imagination.

We call it value innovation because instead of focusing on beating the competition, you focus on making the competition irrelevant by creating a leap in value for buyers and your company, thereby opening up new and uncontested market space.

Blue ocean strategy challenges companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant. Instead of dividing up existing—and often shrinking—demand and benchmarking competitors, blue ocean strategy is about growing demand and breaking away from the competition.

Does your industry compete on functionality or emotional appeal? If you compete on emotional appeal, what elements can you strip out to make it functional? If you compete on functionality, what elements can be added to make it emotional?

Blue ocean strategy challenges companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant.

What trends have a high probability of impacting your industry, are irreversible, and are evolving in a clear trajectory? How will these trends impact your industry? Given this, how can you open up unprecedented customer utility?

individuals seek recognition of their value, not as "labor," "personnel," or "human resources" but as human beings who are treated with full respect and dignity and appreciated for their individual worth regardless of hierarchical level.

A rising call for creative new solutions. Just look at a broad swath of industries that matter fundamentally to who we are: health care

The theory that any idea that takes more than ten minutes to communicate is probably too complicated to be any good