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“Blue Ocean Strategy, Expanded Edition” by W. Chan Kim and Renée Mauborgne is a guide to creating new market spaces free from competition, enabling companies to innovate and grow without being constrained by traditional industry boundaries. Its relevance to business leaders, entrepreneurs, and self-improvement seekers lies in its practical frameworks and tools, such as value innovation, that challenge conventional wisdom.

Blue Ocean Strategy is a revolutionary approach to business strategy, designed to help companies break away from crowded, competitive markets (red oceans) and create their own uncontested space (blue oceans). The authors advocate for a new way of thinking where businesses focus on innovation and value creation, rather than trying to outperform competitors in existing markets.