Whether you are a cash-strapped startup, nonprofit, or a large, established company with bureaucratic obstacles, Blue Ocean Shift will show you how to move from red oceans crowded with competition to blue oceans of uncontested market space and explosive growth. In Blue Ocean Shift Kim and Mauborgne meet this new challenge head-on by analyzing and comparing the successes and failure of blue ocean projects across the globe that have sprung out of the movement they began nearly 30 years ago. In a variety of sectors from business-to-customer and business-to-business, to public, non-profit, and governments, Kim and Mauborgne developed a concise understanding of the process of new market creation and growth that unlocks people’s creativity as much as their confidence to act.