How to establish competitive advantage by creating a new class of customers or unique business proposition in an area of unmet need.
Blue Ocean Strategy is about creating a new market for goods or services that is not currently being served and for which your organization is ideally positioned. Insights come from keenly observing your customers and anticipating a need that is not fully expressed.
Why is this important for associations?
Associations are already uniquely positioned in the competitive environment but often do not think or behave in an entrepreneurial manner. The need to compete in a tight economy will force associations out of their comfort zone and adopting a "Blue Ocean Startegy" can be the answer to their future survival.