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BLUE OCEAN STRATEGY ACTION WORKSHOP

Creating Uncontested Market Space . . .. . . And Making the Competition Irrelevant

In the last two decades we have become the masters of efficiency. Never before in the history of humankind have we mastered production and distribution so well that function and value are merely the price of entry into the global marketplace. However, in this productivity-driven business environment, creativity takes a back seat where new ideas tend to be incremental, predictable, and all too easy for the competition to emulate. Tomorrow's truly remarkable companies will be best compared to a pair of scissors. One blade is efficiency in production and execution; the other blade is creativity. One blade cannot be understood without the other. Yet, creativity is often portrayed as something that cannot be defined, described, or copied. It is actually far less mysterious. Novel products, services, and theories are not conjured out of thin air. Creativity results from using old ideas in new ways, places, or combinations. But simply asking people to be creative is not enough. The traditional approach to creativity in business is chaotic, judgmental, surprising, and speculative. We are told to "embrace the mess" and "learn from failure." However, most businesses do not have the time, capital or patience to be profligate gamblers.

It is one thing to speak about injecting creativity into your offering, and it is all together different to have the tested and proven methodologies, tools, and frameworks to systematically create organic growth.

Blue Ocean Strategy is the simultaneous pursuit of differentiation and low-cost to create new market space. A proven and practical approach to creating breakthrough business ideas, blue ocean strategy seeks to make the competition irrelevant by creating a leap in value for both the company and its buyers. While innovation has been seen as a random / experimental process, blue ocean strategy offers systematic and repeatable methodologies and processes in pursuit of innovation by both new and existing firms. “Blue Ocean Strategy”, by Professors W. Chan Kim & Renée Mauborgne, is an international bestseller over 5 continents, with more than 2 million copies sold worldwide and published in 41 languages.

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In our workshops, we present ideas, tools, and frameworks based on the principles of Blue Ocean Strategy that have been further tested and refined over the years in corporate and public sectors practices in Asia, North America, and Europe. Specifically, we apply the frameworks of Value Innovation across a wide array of business issues including business strategy formulation, product and service offering development, customer experience management, validating and enhancing planned and existing business offerings, and developing and aligning functional strategies to support a business strategy. Furthermore, in our workshop we navigate ‘value’ and ‘innovation’ beyond traditional business imperatives byencompassing social good and responsibility with the economic. The possibility of attaining social outcomes via breakthrough business ides becomes evident.

At INSEAD, we have applied this process to companies such as, Johnson & Johnson, Axa, Aviva, Akzo-Nobel, Danone, Hansa Bank, Pfizer and Starwood Hotels among others.

“I firmly believe that Blue Ocean will eventually become a significantdriver of growth, a general business approach within Pfizer, and a corecomponent of our business.”

"The participants found this program very useful indeed. They wereexposed to a structured approach to developing new propositions in themarket and were able to generate interesting new ideas for our business.As (the company) faces ever more intense competition, I was delighted tosee the focus on creating real value for customers and the search forbolder innovation in our future market propositions."

“As leaders we are often asked to think "out of the box" about ourstrategic direction. However, that can be difficult given all the tacticaldemands we face. Value Innovation has given us a tool that helps sortout the truly innovative from the tactical ones. It provides us thecapability not only to gain competitive advantage in our existing market,but also develop new markets.”

Some citations:

Pedro Lichtinger, President, European Pharmaceutical Operations Pfizer

Paul Mcnamara, Group Strategy Director AXA - United Kingdom

Harry Walpole, Senior Vice President-Finance, AXA – USA

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“HCL Technologies’ market capitalisation has doubled since it adopted Blue Ocean thinking. The company is among the fastest growing IT services companies today. And its stock is one of the best performing in India’s information technology sector .”

“The Blue Ocean Strategy team's expertise in conducting marketexplorations showed us that asking the right questions of customersand non-customers is critical to getting insight into new value curves.The Value Innovation process brought to light information about whatcustomers were really saying that they wanted. The team led my teamto new and different thinking about how to structure our offering.”

Vineet Nayar , CEO, HCL Technologies

Robyn Pratt, Vice President, Six Sigma and Operational Innovation Starwood Hotels - EAME

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Workshop facilitators:

Stephanos George Eapen

Dr. Sujit Ghosh

Over 20 years developing and delivering programs in executive education around the world, George has held various academic roles including Affiliated Professor of the Practice of Management in Strategy at INSEAD in Abu Dhabi, Academic Program Director at CEDEP in France and Visiting Professor at the Russian School of Business at Skolkovo.

He has been responsible for developing and managing relationships with large multinational clients such as Tata, Danone, Axa, Valeo and L’Oreal. He designed and delivered custom programs all over the world.

A member of the Blue Ocean Strategy Network, George co-founded Strategy Regeneration a group that uses the Blue Ocean methodology to run in-company workshops. He worked with Chan Kim and Renée Mauborgne, authors of The Blue Ocean Strategy, in the development and delivery of Blue Ocean Strategy Programmes and Seminars for Executive Development in the global marketplace. He adapted the methodology to challenges at the Base of the Pyramid and Sustainability, working with the Centre for Social Innovation at INSEAD.

Prior to his academic career, he spent a decade in research and consulting, focusing on innovation in the field of management and strategy. He has worked in industries such as healthcare/pharmaceuticals, electronics and software.

George has an MBA from INSEAD (1975). He has resided between India and France since 1975. He speaks fluent English, French, German and Hindi.

Over 20 years’ experience in the field of public health and international development, Sujit provides expertise in strategy, national and multi-country programme design, operational planning, policy analysis and programme review and evaluation in the social sector. Sujit is an accomplished trainer in experiential and participatory methods and has run workshops in Asia, Europe, Africa and Latin America. He is also guest lecturer at the School of Pharmacy, University of London and School of Oriental and African Studies, London.

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www.kariyaforchange.com

Sujit has proficiency in multi-stakeholder consultation and cross-sector collaboration and specializes in cross-cultural management. His consultancy recipients are multilateral organisations including UN agencies, WHO, World Bank and bilateral donors such as DfID, AusAID and BUZA in addition to international non-profit organisations. He also consults for private sector organisations on social purpose initiatives and workplace health and wellbeingprogrammes. He was architect for the design and roll out of Standard Chartered Bank’s GOAL Initiative and Levi Strauss & Co’s Global HIV/AIDS programme for employees and their families.

Sujit is a Psychiatrist by training and has post graduate management certification from INSEAD and degree from Lancaster University. His latest initiative is the setting up of KARIYA ( ), a dynamic network of value based developed and developing context organisations and individuals. KARIYA aims to bring together private sector companies and social purpose and not for profit organisations to co-create solutions for social change.

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Learning methodology

Workshop deliverables

This three day workshop features a mix of lectures, discussions, case analysis and activities where participants analyze their own businesses in an economic and social context. As a participant, you are encouraged to come with a specific opportunity that you would like to work on during the program. An important part of the program is the opportunity to immediately start applying blue ocean tools and frameworks to analyse and visually explore your own organisation’s strategic challenge. In addition, you will gain valuable experience providing feedback and ideas to others as they search for their blue ocean.

Following the workshop, participants are provided remote 1-2-1 mentoring sessions and access to online education material up to a period of 12 weeks/months.

Knowledge and Insights

Through hands-on experience and high-energy lectures participants undergo an intensive training in the blue ocean strategy process and learn how to integrate it into their businesses.

Applied Experiential Learning

Participants learn concepts and methodologies by applying them to their own businesses providing immediate relevance to learning and ongoing strategy initiatives.

Generate Shared Understanding of Assumptions

By the end of the course, you and your team will have a shared understanding of your company’s implicit strategic challenges, and most importantly, a common foundation for addressing them.

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At the end of the two day workshop teams can engage in a facilitated process with a combination of online coaching: email, telephone or skype

And two face to face sessions along the journey and a final session to prepare the presentations.

Visual Awakening

VisualExploration

VisualStrategy Fair

Visual Strategy Creation

Coached workshop process

Field WorkBuyer Experience

Cycle

Visual ExplorationWorkshop II

Visual Strategy FairWorkshop IV

Visual AwakeningWorkshop I

Visual StrategyWorkshop III

Field WorkVisualExploration

Field WorkValidation

© Blue Ocean Strategy Institute

Final Blue OceanStrategy

To BeStrategy Canvas

Visual Exp loration-Reconstruct Market

Boundar ies

Six Paths Analysis

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Visual Strategy Fair

Mapp ing the Business Portfolio

PMS Map

Visualize CurrentStrategy

As IsStrategy Canvas

UnderstandCustomer Exper ience

Buyer Experi ence Cycle 3 Tiers of

Noncustomers

Create Ser ies ofTo Be Strategy

Canvases

To BeStrategy Canvas

Four ActionsFramework

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Recommended Readings:

1.Chan Kim and René Mauborgne . . Harvard Business Review . June 2002-

- explains how tools used in Blue Ocean Strategy can make the strategic planning process more effective.

2. Chan Kim and René Mauborgne . Harvard Business Review . October 2004

- examples of how companies created uncontested market spaces

3. Tim Brown . Harvard Business Review . June 2008

- How thinking like a designer can transform the way you develop products, services and processes

4. Michael E Porter and Mark R. Kramer . Creating Shared Value.

Harvard Business Review . January 2011

- How to reinvent capitalism – and unleash a wave of innovation and growth.

Charting your Company’s Future

Blue Ocean Strategy.

Design thinking. .