The book "Blue Ocean Strategies" was written by W. Chan Kim and Renée Mauborgne. Their book uses the term "ocean strategies" to describe the marketplace. It says that the usual market that most of us know and explore is the "Red Ocean Market" - this because it is being bloodied by the competition.

The authors describe new marketplaces as Blue Ocean, and they assert that no company can prosper by only sailing Red Ocean waters. 

Podcaster Lawrence Poole does not see the market as one solid mass. Rather he sees a series of market niches that can join together in common interests for mutual gain. Poole tells creative leaders how they can sail Blue waters.

He also reveals the 9 ways that markets niche. (10.27)

Download the FREE eBook The Art of Woo