How to steer your strategy towards real blue oceans

As an executive, you want to be part of a team that directs your company toward fresh, uncharted waters. But the directions given by the book Blue Ocean Strategy aren’t working. One of the biggest mistakes in corporate strategy took place in a publisher’s office in 2004, when the authors of Blue Ocean added the word “strategy” to the title. The use of that single word has misled a generation of leaders. The sad fact is that executives everywhere rightly believe in the idea.