From the authors known for the groundbreaking strategy book introducing 'red oceans' and 'blue oceans', comes Blue Ocean Shift. This book showcases real-world examples of leaders shifting from crowded markets to new, uncontested market spaces. It provides a step-by-step guide on boosting confidence within your team and capturing new opportunities for growth. Blue Ocean Shift challenges traditional thinking on competition, encourages non-disruptive innovation, and outlines a systematic five-step process for anyone within an organization to transition from red to blue oceans. It emphasizes the importance of confidence, strategic thinking beyond competition, and shaping industry conditions for growth.