Quotes from Renée Mauborgne

Create. Don't Compete.

The natural strategic orientation of many companies is toward retaining existing customers and seeking further segmentation opportunities.

Blue oceans are right next to you in every industry.

Which of the factors that the industry takes for granted should be eliminated? Which factors should be reduced well below the industry's standard? Which factors should be raised well above the industry's standard? Which factors should be created that the industry has never offered?

Every company wants one, yet few companies have one: a compelling strategy.