Putting Blue Ocean Strategy into action

Make the Competition Irrelevant

While it is one thing to speak about creating new markets, it is all together different to have the tested and proven methodologies and frameworks to systematically create them.  Until recently, the field of strategy has been dominated by competitive strategy analytics: they are clear, precise, and important approaches that would only be dropped at a company’s peril. Yet, these analytics keep us trapped in the red Ocean of bloody competition.  Without the proper tools and methodologies to successfully create and capture uncontested market space, managers cannot be expected to act on the call to break out of existing competition.

Blue Ocean Strategy seeks to addresses this imbalance by providing a set of tools and frameworks that make the pursuit of new market space as methodical, codified, and executable as competing in the traditional competitive landscape.  A proven and practical approach to creating profitable growth strategies,  Blue Ocean Strategy can be applied across the entire value chain from products, to services, to delivery, and across industries from consumer goods to business-to business to agriculture.  In this workshop, participants will be introduced to the why and how of using the family of Blue Ocean Strategy tools, methodologies, and frameworks are applied to systematically create new demand and make the competition irrelevant.

What is Blue Ocean Strategy?

Blue Ocean Strategy is the result of a decade-long study of 150 strategic moves spanning more than 30 industries over one-hundred years (1880 – 2000).

• The objective of Blue Ocean Strategy is not to out-perform the competition in your existing industry, but to make it irrelevant through the simultaneous pursuit of higher value and lower cost
• A proven and practical approach to creating profitable growth strategies, Blue Ocean Strategy is based on a family of frameworks, tools, and methodologies, including: strategy canvas, value curve, four actions framework, six paths, buyer experience cycle, buyer utility map, and Blue Ocean idea index
• While innovation has been seen as a random/experimental process where entrepreneurs and spin-offs are the primary drivers, Blue Ocean Strategy offers a systematic and reproducible process in pursuit of value innovation by both new and existing firms
• These frameworks and tools are designed to be visual in order to not only effectively build the collective wisdom of the company but also to effectively execute through easy communication
• The three key conceptual building blocks of Blue Ocean Strategy are: value innovation, tipping point leadership, and fair process. You will be applying what you learn to your own business during the workshop

Warren Cook is an Affiliated Consultant with the Australasian chapter of USCI Blue Ocean Strategy Regional Centre, and GM of Melbourne-based advertising, marketing and communications agency McCallum.  Warren has worked within the marketing arena for over 25 years.  He has held a variety of positions including Advertising Manager for the Gas and Fuel Corporation of Victoria and National Marketing Manager for Captain Snooze, a recognised national bedding chain within Australia.

Over the past 13 years Warren has consulted in strategic planning, marketing and brand development for many of Australia’s household brands such as Mitre 10, Angus & Robertson, the Danks Group, Medicare, Primus, Sports Power, the Frontline group, Holy Sheet, BIG4, Penrite Oil, PBR, Bosch Australia, Marshall Batteries, Falls Creek Snow Resort, Graffiti Education and Geelong Bellarine Tourism, to name but a few!

Warren’s development within Marketing has grown from his initial tertiary marketing education to an extensive understanding of communications through further study in online, PR, marketing and media. Warren conducts workshops for management groups in areas such as Defining Visions & Directions, Creating Goals, Objectives and Action Planning and general management directional facilitation.

With a strong communications background, Warren has presented on both a national and international stage, conducting lectures as a guest speaker and workshops in many facets of marketing.  Warren draws on over 25 years of industry experience to create compelling business models, uses his personality to build relationships with his audiences, his communication skills to get them to grasp concepts, and his ability to share knowledge to assist in growing their businesses.