Now I get it...you have to be starting a company or in charge of one.
Right now my blue ocean strategy is for people in China to outsource work to me. As a middle manager in the U.S. I can do the job of three people and without flinching go toe to toe with the competition.
I picked this book up at the bookstore when I saw it because of the bookclub and paged through. It is a swan song for the idea that Coke came up with expanding your POND. Remember the book, Every business is a Growth Business by Noel Tichy. In his book he says grow the pond. In this book they say get a new ocean. Same business tactics on product differentiation and avoiding competitive markets. For me, I'll keep reading Franchise Magazine.