Happy New Year and Go for the Blue –Blue Ocean Strategy

Posted January 19, 2011

In this new year, if anyone needs an inspiration and feels that they are fighting for crumbs of work in a highly competitive and commodity market for low fees – they need to take a deep breath, assemble the brightest and fresh thinkers and read and discuss Renee Mauborgne and W. Chan Kim’s Book: “Blue Ocean Strategy: How to create uncontested market space and make competition irrelevant”.

Competing in overcrowded markets for many was an issue before “the great recession”. Renee says to “shift attention from the competition to buyers, and from dividing up current demand to creating new demand in order to lead themselves and the world out of this crisis”. When I first read this book I thought it was one of the best most needed books available – I feel the same way now, years later.

There is a Q&A between interviewer Karen Christensen and Renee in Rotman Magazine Spring 2009 that I just ran across in my file of favorites.

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CLIENT:	Large Engineering Firm
CHALLENGE:	Extend and secure new contracts in the area of Data Centers for telecommunication, finance and media industries.
RESEARCH:	Designed face-to-face interviews that reveal the challenges and the breakdowns that cause the most pain in data centers.
DISCOVERY OF UNTAPPED POTENTIAL:	Identified “downtime” as the most critical concern evidenced by a financial institution losing $260 million dollars a minute when their check processing centers went off line. A variety of well- intentioned vendors, designers, departments and process operators were responsible for getting back online but we discovered they were often working independently in silo’s – a cumbersome and inefficient response to an expensive problem.
HARNESS POTENTIAL:	Plucked individuals from across departments and disciplines to assemble a team dedicated to “Collaborative Design and Operations for Data Center Uptime. Newly formed team collaboratively built and marketed a unique practice promising result. Data Center Uptime Named the Offer > OnlinEnivronments. Specified all the moving parts of the OnlineEnvironments Design Solution and the cost benefit. Geography of Facility – Architecture and Engineering of Facility – IT Infrastructure and Facilities Management – Process Design and Outage Prevention Management
RESULTS:	Out-of-the-gate this untapped potential accelerated growth and generated 14million dollars of new revenue. This success demonstrates how a distinctive solution accelerates a company’s capacity to become market leaders, to choose their clients and to charge more for it. The optimum result of working with Bright Operations is the creation of a structural and operational eco-system that is sustainable over time, producing preferred transactions and smart market extensions over and over again. In other words, “Wow, we’ve done it again!”

Happy New Year and Go for the Blue –Blue Ocean Strategy

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Happy New Year and Go for the Blue –Blue Ocean Strategy

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