Driving Blue Ocean Strategy into the Organization

By Steven J. Stowell, Ph.D.

elping organizations out of the destructive Red Ocean competitive cycle is critical for long-term, sustained business growth (red oceans are all of the industries in existence today; known market space). Every senior management team should evaluate the areas in which they want to compete and steer their business toward Blue Oceans where they can stand uniquely alone in the marketplace and be rewarded for their creativity. However, to achieve Blue Ocean success (blue oceans are all of the indistries not in existence today, or unknown market space), executives must move the Blue Ocean strategy1 from the boardroom to the shop floor. In other words, if you want to get traction and power behind your Blue Ocean strategy, you must capture the motivation and energy of everyone in the business.

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We believe the key to Blue Ocean strategy success depends on linking and aligning all employees with Blue Ocean initiatives. The way this is done is through the Applied Strategic Thinking (AST) process. Without AST, Blue Ocean strategy initiatives float like a cork on the surface of the ocean and never penetrate the organization. AST helps your strategy filter out into the organization where the real strategic action takes place. So what is AST anyway? Simply put, it is a process of teaching everyone how to be a Blue Ocean force. It shows everyone in the organization how to be more entrepreneurial and original in the way they handle their own individual job responsibilities and assignments. AST invites everyone to think strategically in the same way the organization thinks about Blue Ocean strategy.

more than being informed about the business Blue Ocean direction. What AST is all about is turning each person into a Blue Ocean stream or lake that feeds the corporate ocean. In fact, AST creates a blue rainstorm of ideas and individual initiatives that fill the Blue Ocean. It does not mean that people forget about tactical execution of their existing duties. It does not mean that people forget the immediate task at hand. But it does mean that everyone sets aside some energy, creativity, and time to think about how they can make corporate Blue Ocean strategy a reality. Applied Strategic Thinking training is exciting and highly interactive. The training teaches all employees how to control their time, identify Blue Ocean strategic targets they can aim at, and how to clear the way to move their individual strategies towards fruition. When people in the organization see and understand the companys Blue Ocean strategy, it unleashes a tidal wave of energy and commitment when these people are empowered to generate and define their personal contribution to the organizations strategy.

Without Applied Strategic Thinking, the Blue Ocean strategy initiatives float like a cork on the surface of the ocean and never penetrate the organization.
Unfortunately, in many organizations, people believe that strategic thinking is primarily done at the senior level. With AST training, leaders, supervisors, and employees are taught how to be a Blue Ocean force and how to construct an individual Blue Ocean roadmap. The roadmap spells out how everyone plans to contribute to the organizations Blue Ocean. The roadmap enables managers to ensure that a strong linkage exists between the Blue Ocean plans of the organization and those of the employees. Managers then use monthly Blue Ocean reviews, in a team setting, to maintain accountability for results, and to inform other team members of progress and change. This process forces people to think about their individual jobs in a Blue Ocean way. AST is much more than participation in corporate Blue Ocean strategy development. It is much
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What AST is all about is turning each person into a Blue Ocean stream or lake that feeds the corporate ocean.
The only way to truly accomplish Blue Ocean strategy is to gain the commitment of employees who bring the ocean to life. People form the currents and drive results. To learn more about Applied Strategic Thinking, please give our CMOE team a call, or refer to our hardbound book, Ahead of the Curve: A Guide to Applied Strategic Thinking.
Kim, W. Chan, and Renee Mauborgne. Blue ocean strategy: how to create uncontested market space and make the competition irrelevant. Boston, Mass.: Harvard Business School Press, 2005.
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2012 CMOE Press

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About CMOE

The Center for Management and Organization Effectiveness (CMOE) was founded in 1978 with the vision and mission to help organizations improve their leadership and team member skills through training, consulting, and research services. Over the years, CMOE has developed highly effective, skill-based training programs, workshops, materials, and high-impact experiences that address the specific learning and development needs of individuals and organizations. Our content is designed around timely, applicable research that has practical, easily transferable relevance in the workplace. CMOE also continues to develop customized courses for our clients that make an impact on the leaders and team members of today and tomorrow. In addition, CMOE has certified facilitators located in all regions of the world, making us one of the most flexible service providers in our industry.

Sample Workshops
Coaching Skills Coaching TIPS2 Applied Strategic Thinking Exploring Teamwork Qualities of Leadership Strategic Leadership Virtual Leadership Mini-MBA Facilitation Skills Transition into Leadership Advanced Management and Leadership Custom Workshops and Curriculum

For a complete list of topics, for both stand alone and customized workshops, visit www.CMOE.com.

Delivery Methods
Classroom workshops Blended learning Individual coaching and mentoring Sustainability services Train-the-Trainer services Webinars (Live or on-demand ) Webcasts (Live or on-demand) Offsite Retreats

Publications

These titles may be purchased through CMOE at www.CMOE.com or Amazon.com.

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A Short List of Our Clients

Cargill Ernst & Young ESPN Gulfstream Aerospace JBS/Pilgrims Pride Kelloggs McCormick McKesson Pfizer Saudi Aramco T-Mobile U.S. Department of Defense WelchAllyn Johnson Controls, Inc. Supervalu

Why CMOE?

Committed design and facilitation teams with experience in different topics, industries, and countries. Unparalleled professionalism and customer service. Cost-effective solutions with measurable business results and ROI. Research-based organization with practical and transferable solutions. Processes for sustaining changes and client partnership over the long term.

Contact: 9146 South 700 East Sandy, UT 84070 + 1 801-569-3444 www.CMOE.com

2012 CMOE Press