Forget trying to outperform your rivals—what if you could make them completely irrelevant? Blue Ocean Strategy challenges everything you thought you knew about winning in business. Instead of battling in overcrowded industries, this groundbreaking book provides a systematic approach to creating "blue oceans"—untapped new markets ripe for growth. Learn the proven principles and tools to create a quantum leap in value for your customers and your company, leaving the competition far behind. Why compete when you can create?