The only way to beat the competition is to stop trying to beat the

competition. The market universe is composed of two sorts of oceans, the

red oceans and blue oceans. Red oceans are the known market space that
represents all the industries in existence today. Blue oceans, in contrast, are
defined by untapped market space, demand creation, and the opportunity
for highly profitable growth. Some are created well beyond existing industry
boundaries; however, most are created from within red oceans through
expanding existing industry boundaries. Competition is irrelevant because
the rules of the game is not yet set and there are many opportunities for
growth and profitability. Blue Ocean strategy does not limit the target
market and customers, it also focuses on the creating valuable innovation
that leads to lower costs and increase value for customers. The blue ocean
strategy is a combination of cost leadership and product differentiation
together with value innovation.