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January 18, 2024, vizologi

Blue Ocean Magic: Making Value Innovation Easy

“Blue Ocean Magic” is a new way to create value in the business world. It helps companies stand out by creating new market space and meeting untapped demand. This approach can lead to significant growth and success.

In this article, we’ll explore the principles of Blue Ocean Magic and how it can benefit businesses of all sizes. Let’s set sail and uncover the secrets of this game-changing strategy!

Understanding Value Innovation

What Is Value Innovation?

Value innovation is crucial for long-term corporate growth.

Companies can achieve this by creating new market spaces and putting the customer at the center of their strategy rather than focusing on competition.

To start the value innovation process, companies should find radical ideas that bring significant value to customers.

This means asking challenging questions, trying new methods, and not conforming to industry norms.

Successful value innovation involves shaping industry conditions, focusing on what buyers value, and changing offerings to capture the identified market segment.

By simplifying products or services, eliminating features that offer no value, and creating new features, companies can achieve value innovation and create new demand in untapped market spaces.

The Importance of Value Innovation

Value innovation is essential for staying competitive in the market. It allows companies to significantly improve the value they provide customers instead of just small ones. By being a value innovator, a company can find radical ideas and find new market space where competitors haven’t been. This makes the other players not as important.

Value innovation helps a company stand out and attract new customers by asking fresh, industry-defying questions like “What if we started fresh and forgot everything we know about our industry’s existing rules and traditions?” This approach leads to innovative practices that accidentally result in a competitive advantage.

For example, Virgin Atlantic attracted business-class customers, full-economy-fare, and first-class passengers of other airlines by cutting first-class airline service and providing more excellent value for business-class passengers. Not prioritizing value innovation in a business strategy could mean failing to capture the market by neglecting what most buyers value. It could also mean missing out on opportunities to change the industry’s conditions and shape market demand.

How to Begin With Value Innovation

First Steps to Take

Value innovation involves taking the first steps to identify radical ideas that bring big changes in customer value. Instead of sticking to industry rules and traditions, companies should challenge conventions to find untapped market spaces. It’s also important to focus on what most buyers value and streamline offerings by eliminating features that don’t benefit customers. Companies should enhance high-value features, create new ones, and aim to shape industry conditions.

The ultimate goal is to simplify products or services and put the customer at the center of the strategy to achieve success in value innovation.

Creating Magic in the Market

Cut Out Everyday Stuff

Individuals can create value innovation by identifying and cutting out everyday stuff. This leads to significant improvements in the value provided to customers. One effective way is to shift focus from matching competitors on cost or quality to staking out new market space. By asking, “What if we started fresh and forgot everything we know about our industry’s existing rules and traditions?”, individuals challenge the status quo and pave the way for innovation.

Lowering certain aspects while enhancing others can lead to the creation of something brand-new. For instance, Virgin Atlantic cut first-class airline service and channeled cost savings into more excellent value for business-class passengers, attracting a broader customer base.

Simplifying products or services, improving high-value features, and creating new offerings all play a role in successfully bringing in something brand new.

Lower Some Stuff A Bit

Cutting everyday stuff and lowering certain aspects can lead to value innovation by creating new market spaces. Companies can simplify products or services that have been overdesigned and eliminate features that offer no value to customers to create new value.

For example, the French hotelier Accor reshaped the budget hotel industry in the mid-1980s by providing inexpensive yet superior accommodations, focusing on what budget travelers valued most – a good night’s sleep at a low price.

Value innovation involves identifying what customers truly value and redefining industry conditions. Staying smart and efficient in pursuing value innovation can be achieved through cost-effective strategies such as simplifying processes and reducing unnecessary features, ultimately creating new customer value.

For instance, Google’s Moto X allowed users to customize the color of their smartphones completely, presenting a distinctive market position by providing new value through complete personalization.

Make Certain Things Better

Value innovation in the market is about making things better. By focusing on creating value step by step, companies can develop radical ideas that significantly improve what they offer to customers. This means challenging the usual ways of doing things in the industry and creating new market spaces that competitors haven’t explored yet.

For instance, a hotel in France shook up the industry by offering budget-friendly yet high-quality accommodations, focusing on what customers want the most: a good night’s sleep at an affordable price.

Companies can also eliminate unnecessary features, simplify overly complex products, and improve high-value features to create new offerings in the market. By strategically implementing value innovation, companies can establish a unique position in the market and achieve long-term growth.

Bring in Something Brand New

Companies looking to bring something new to the market can use strategies like focusing on what their buyers value, redefining industry conditions, and identifying radical ideas that significantly improve customer value. By breaking away from traditional industry rules, companies can create new market spaces that competitors have not explored.

To ensure their new offerings are genuinely innovative and not just minor improvements, companies should eliminate features that offer no value to customers or detract from value. Simplifying products and services while improving high-value features can help avoid focusing on technology rather than customers.

For example, a company can use the Four Actions Framework to eliminate and reduce certain features, raise others, and create new ones the industry has never offered.

Bringing something new to the market can enhance customer value and create new demand. This can help companies simultaneously achieve differentiation and low cost, leading to a distinctive market position and rendering competitors irrelevant. Companies can achieve sustainable long-term growth and success by focusing on value innovation and customer-centric strategies.

Being Smart and Efficient

Key Moves to Stay Smart

Value innovation is vital to stay ahead in the market. Instead of just trying to compete on cost or quality, companies can make their competitors irrelevant by exploring new market space. This can be done by being a value innovator and developing radical ideas that significantly improve customer value. Companies can discover new market opportunities by asking, “What if we started fresh?” and ignoring existing industry rules.

To achieve value innovation, companies can focus on what most buyers value, remove unnecessary features, and simplify products or services that have been overly complicated. This approach, demonstrated by French hotelier Accor, can create new concepts, like Accor’s Formula 1 budget hotels. It’s about shaping the industry’s conditions, streamlining offerings, and delivering new features never before seen in the industry.

This method enables companies to create new market spaces by focusing on customer needs and preferences rather than just on competition.

Learning from Success Stories

Look at Cool Example: Google Moto

Google Moto website

Google Moto is an excellent example of value innovation. It incorporated radical ideas that delivered significant leaps in customer value.

One of the notable innovations was complete color customization for smartphones, creating a new market space. The company altered its offerings to capture this identified market by focusing on what customers valued most.

Google Moto’s approach eliminated and reduced features that did not add value while enhancing features that resonated the most with consumers. This resulted in new features that the industry had not previously offered.

As a result, Google Moto achieved a distinctive market position through value innovation, effectively making other players irrelevant in the smartphone marketplace.

Must-Have Elements for Success

Key Elements to Win at Value Innovation

Value innovation means creating both value and innovation together. Companies can do this by creating radical ideas that provide excellent value to customers. They can break the trade-off between value and cost and find new areas in the market where competitors are not present. Companies can create a competitive advantage through value innovation by changing their offering to attract the market they’ve identified, focusing on what most buyers want, and shaping their industry’s conditions.

This can be achieved by eliminating features that don’t benefit customers, simplifying products or services, improving valuable features, and adding new features that the industry has never seen. The Blue Ocean Strategy combines differentiation and low cost and is a crucial approach to value innovation, helping companies rethink the market space and create new opportunities.

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+100 Business Book Summaries

We've distilled the wisdom of influential business books for you.

Zero to One by Peter Thiel.
The Infinite Game by Simon Sinek.
Blue Ocean Strategy by W. Chan.


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