Questions before:

How do you know that your Blue Ocean is not a puddle?

How do you expand the targets of your market boundaries?

Questions after:

How do you do good execution?

How do you do good execution in a new area such as a Blue Ocean?

Main Points:

There are 3 tiers of non-customers. One that is at the border. You need to provide value that differs from the competition to bring them in. One that actively refuses your products. You have to listen to their desires and address their concerns. One that have never heard your product or thought of using your product. Their needs were assumed to be belonging to another market. You need to look at it a way so that your product can help this market. This is pretty much how you push the boundaries of the market that you are in to create a Blue Ocean

General Notes:

You should challenge 2 conventional strategies.

1. Focus on existing customers
2. Drive for finer segmentation to accommodate buyer differences
   1. Your target market is typically too small.

Need to look at non-customers and how to get them. Build on commonalities that buyers value. Callaway Golf targeted people that were outside of the current golf market by building a tool that would make golf easier. They pretty much made the golf head bigger.