“It's not enough to be the best at what you do; you must be perceived as the only one who does what you do.” ―Jerry Garcia

The Grateful Dead transcended all the typical stereotypes of modern rock superstars - and in the process, created an almost cult-like following of fans that spanned decade upon decade. As seen in the quote above, much of their appeal came from re-thinking the entire category of live performance and music copyright. Instead of slavishly protecting their songs, they actively encouraged fans to come and record concerts. These bootleg tapes in turn became prized classics shared by fans, further driving concert attendance.

At Grateful Dead concerts, fans were rewarded with hearing incredible jam sessions as never heard before songs came to life in the moment. Compared to many performance artists - then and now - who just lipped synced their way through their album list, this dedication to live performance was exceptional in every sense of the word.

When it comes to making change - sometimes the best changes are to “zig when everyone else is zagging”. In other words, head to the Blue Oceans and away from from the bloody Red Oceans of competition. The well-known consulting book Blue Ocean Strategy highlights this powerful approach of strategic planning that can guide both companies and individuals to make dramatic and meaningful change. Instead of competing with everyone else in a bloody ocean of competition (the “Red Ocean”), the Blue Ocean of new and untapped possibilities is where the biggest potential success awaits.

Of course it takes confidence to even begin looking for a Blue Ocean. But, if you can identify a high potential Blue Ocean opportunity, just gaining that insight will fuel even more confidence and provide the needed energy to make bold changes.

According to the authors, “Blue ocean strategy doesn’t aim to out-perform the competition. It aims to make the competition irrelevant by reconstructing industry boundaries.”

It may seem daunting to go up against major competitors, but in reality - the more an industry is entrenched in Red Ocean battles, the more ripe they are for disruption. For example, we might think that Hollywood is filled with Blue Ocean thinking. However, the reality tells a different story as studios have become completely enamored of the endless franchise cycle of sequel upon sequel. This is a real headline from the beginning of 2024!

What is a good Blue Ocean strategy to challenge a Red Ocean of endless sequels? Right now you can be sure there is some unknown design studio already hard at work answering just that question!

Maybe they are using AI. Maybe they have assembled some unique but powerful scriptwriters. Maybe they are building a new crowdsourced production process that will accelerate the time it takes to produce a film. Maybe some combination of all of the above… The important point here is not to go and start your own movie studio (unless that’s your thing) but rather, no matter where you work, and who you work with, there are countless opportunities where you can leave the groupthink of endless same old sequels behind and create something new, viable, meaningful and profitable!

Here are three simple steps to get started on the path to finding your own Blue Ocean:

1. Assess Your Current Position: Evaluate your current market space. Understand the competition, customer demands, and your unique selling propositions.

2. Identify Red Ocean Limitations: Recognize the limitations of competing in existing markets (Red Oceans), where growth is limited, and competition is fierce.

3. Visualize the Blue Ocean: Imagine an uncontested market space (Blue Ocean) where you can create and capture new demand, and deliver new value, making the competition irrelevant.

4. Flip the Script: Question and reimagine the givens. Ask: Why not? and What if? These open-ended questions will steer you away from preconceived solutions and into new areas of potential.

5. Link Technology to Customer Value: In today’s world, many solutions will involve some type of technology. But don’t be seduced by using tech for tech’s sake. Instead, focus on how your technology will create a step change in value for your customers.

If the Blue Ocean of change sounds appealing, it’s definitely worth diving in (no pun intended) at the Blue Ocean website!

Simply by starting to think differently about your current situation, and looking for new and untapped opportunities, you will ignite currents of positive change!

Where are the Blue Oceans all around you waiting to be discovered?