Navigating blue oceans

When it comes to competition, the concept of blue ocean is regularly discussed. It is usually defined as a market niche where the level of competition appears relatively low for the foreseeable future and there is attractive revenue potential. In fact, this is something almost all companies, regardless of industry, should aim for. Operating in a market niche where you can dedicate your energy to developing and delivering value propositions and achieving superior growth are ultimate objectives for companies.

However, simply occupying a blue ocean is not enough on its own. It is also important to know how to navigate it. In other words, it is crucial to understand how to make progress and to know when the tides will turn in that particular market niche or blue ocean.