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BLUE OCEAN SHIFT is the essential follow up to the classic and 3.6 million copy global bestseller Blue Ocean Strategy. BLUE OCEAN SHIFT shows how to move beyond competing by inspiring people's confidence and seizing new growth, guiding managers step-by-step through how they can move their organizations from a red ocean (crowded with competition) to a blue ocean (uncontested market space). This new book is packed with all-new research and real-world examples. Kim and Mauborgne introduce human psychology into this concrete step-by-step approach--based on practical tools and real world guidance--delivering the definitive guide to shift yourself, your team, or your organization to new heights of confidence, market creation, and growth. With battle-tested lessons learned from successes and failures of established companies, startups, national governments and nonprofits, BLUE OCEAN SHIFT is essential reading for leaders and managers alike. In the wake of Blue Ocean Strategy, organizations the world over had a call to action to get out of red oceans and move into blue waters. Entrepreneurs wanted to avoid red oceans altogether and seek blue ocean opportunities. The question is how? After over a decade of new research, Kim and Mauborgne now have the answer: BLUE OCEAN SHIFT. Here they provide a concrete, systematic process for seizing new growth in a way that inspires people's confidence so that they own and drive the process. This book will empower you to succeed as you embark on your own blue ocean journey.