No Journey is Easy, and No Friendship is filled only with Laughter.  But if you want to make a difference, to create a company that builds a future where customers, employees, shareholders, and society win – then it is NOT easy, but it is WORTH it!

We will not “win” by taking customers from an already established industry but we create a new Market Space where our Vision will be able to swim in fresh blue waters that are not bloody from competition.

Again, this will NOT be easy.  If it were easy, everyone would do it.  However, not many people will ever be apart of the creation of a company that is bigger than any one person.

The waters of this blue ocean are NOT calm; they come with big waves – waves with big ups and downs.  Some might be lost in a down, but if you believe in the Vision, and believe in each other, the Ups will come and we will ride some great waves together.

It is time, time for Service, time for Khidmah, and time for us to LEAD ON!
Sutton

Creating a New Market Space or a Blue Ocean Strategy

The only way to BEAT the competition is to stop trying to BEAT the competition.

RED Oceans: There are known market spaces, where everyone currently competes and the water is made bloody from the competition.  The competitors are trying to outperform their competition on price or on quality.  As the competition increases, the prospects for profits and growth decreases.  Products become commodities, and cutthroat competition turns the red ocean bloodier.

BLUE Oceans: Then there are Blue Oceans where no one competes and there is UNKNOWN market space, demand creation, and the opportunity for highly profitable growth.  Most blue oceans are created from within red oceans by expanding existing boundaries. In Blue Oceans, competition is irrelevant because the rules of the game are waiting to be set.   Companies must go beyond competition to seize new profit and growth opportunities.  They need to create blue oceans.

Most strategies lead to Red Oceans and are based on either to choose a strategic position of low cost or differentiation, or focus to benchmarking the competition.

Value Innovation: This is the cornerstone of blue ocean strategy.  It is called 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

Value Innovation places equal emphasis on value and innovation. Value without innovation tends to focus on value creation an incremental scale, something that improves value but in not sufficient to make you stand out in the marketplace.  Innovation without value tends to be technology-driven, market pioneering, or futuristic, often shooting beyond what buyers are ready to accept and pay for.

Value innovation occurs ONLY when companies align innovation with:

• Utility
• Price
• Costs positions

Lead On!
Sutton