What is it?

An innovation workshop designed around the insights from the book "Blue Ocean Strategy" by W. Chan Kim and Renée Mauborgne.

Why is it useful?

This workshop introduces tools and a framework for businesses to achieve sustainable growth by creating uncontested market space rather than competing in saturated markets.

Objectives

• To create uncontested market space for our organisation and systematically innovate beyond our existing competition.

Resources Required

• Time: 1 day.
• Number of People: 4-30.
• Presentation Equipment: Projector, screen, laptop.
• Printed Handouts: Framework summaries (Four Actions Framework, Strategy Canvas, Six Paths Framework).
• Sticky Notes and Markers: For interactive exercises and Gallery Walk feedback.
• Flip Charts and Markers: For group brainstorming sessions.
• Whiteboard and Markers: For facilitators to illustrate concepts.
• Notebooks and Pens: For participants to take notes.

Process

Step 1: Welcome and Introduction (30 minutes)

1. Objective: Build rapport and set the stage for the Blue Ocean mindset.
2. Activity: Icebreaker — Attendees introduce themselves and share a product or service they think created a "Blue Ocean" in their industry.

Step 2: Understanding Red Oceans vs. Blue Oceans (60 minutes)

1. Presentation: Overview of Red Oceans vs. Blue Oceans (30 mins)
   • Introduction to the core concepts of "Blue Ocean Strategy".
2. Interactive Group Discussion: “Finding Red Oceans” (30 mins)
   • In small groups, attendees identify industries with intense competition and share examples with the larger group.

Step 3: Value Innovation and the Four Actions Framework (75 minutes)

1. Presentation: Introduction to Value Innovation and the Four Actions Framework (15 mins).
2. Group Exercise: Applying the Four Actions Framework (45 mins)
   • In groups, participants pick a familiar industry and brainstorm how to Eliminate, Reduce, Raise, and Create factors to redefine market boundaries.
3. Share Back: Groups present their ideas (15 mins).

Step 4: The Strategy Canvas (60 minutes)

1. Presentation: How to Use the Strategy Canvas (15 mins).
2. Hands-On Exercise: Mapping a Strategy Canvas (45 mins)
   • Attendees work individually or in pairs to map the current state of a specific industry and identify opportunities for differentiation.
3. Gallery Walk: Participants post their canvases on the wall, and everyone walks around to view and leave sticky-note feedback.

Step 5: Non-customers and New Demand (45 minutes)

1. Presentation: Targeting Non-customers (15 mins).
2. Interactive Activity: “Who Are the Non-customers?” (30 mins)
   • In groups, attendees identify potential non-customers for a given product or service and brainstorm ways to convert them.
3. Debrief: Each group shares their key insights.

Step 6: Designing a Blue Ocean Move with the Six Paths Framework (60 minutes)

1. Presentation: Introduction to the Six Paths Framework (15 mins)
2. Hands-On Workshop: Craft Your Own Blue Ocean Strategy (45 mins)
   • Participants apply the Six Paths Framework to their own company or project, using tools like the Four Actions Framework and Strategy Canvas to design a strategic move.
3. Debrief: Each group shares their Blue Ocean Strategy.

Step 7: Reflection & Closing (30 minutes)

1. Group Reflection: What are your key takeaways? (15 mins)
   • Attendees share their reflections and commitments to applying the Blue Ocean principles.
2. Wrap-Up & Next Steps: Summary of the day's learning and how to continue the journey (15 mins).
   • Participants receive handouts summarising the key frameworks and tools used today.