Think You're in a Blue Ocean? Check the Water First.

Blue Ocean or Just a Fresh Coat on Red Waters?

The idea of a “Blue Ocean business” is irresistible:

No competition. No price wars. Total differentiation.

A model so unique it attracts customers effortlessly. A category of one. But here’s the truth:

Most founders think they’re in a Blue Ocean but they’re not.

They’re still swimming in red waters, just with better branding.

What Blue Ocean Means

Coined by W. Chan Kim and Renée Mauborgne, Blue Ocean Strategy is about creating uncontested market space, offering new value, not just doing the same thing better.

It’s about innovation, not imitation.

And yet, many businesses claim Blue Ocean thinking while copying their competitors.

How to Know If You’re Actually in a Blue Ocean

If you catch yourself saying:

“We’re just like [competitor], but better/faster/cheaper…”That’s a Red Ocean pitch. Period.

You're in a true Blue Ocean if:

• Customers say, “Wait, how does this even work?”

• You’ve created a new value curve, not just tweaks

• There’s no clear competitor to compare you to

• Your brand becomes the reference point in your space

If you’re still comparing, you’re still competing.

Beware of “Blue Ocean Hypnosis”

It’s easy to convince yourself you’re innovative when really… you’re just rebranded:

• Same funnels, different colors

• Same pricing, different pitch

• Same tactics, different tone

Vision without execution is just marketing theatre.

So, How Do You Build a Blue Ocean?

1. Reimagine the Value You Create

Ask:

• What do we remove that others overcomplicate?

• What do we simplify that others overcharge for?

• What real, unique value do we deliver?

2. Look Outside Your Industry

If you're watching competitors, you're following, not leading.

Borrow from other industries. Solve problems in ways your space hasn’t seen.

3. Align Your Business Model with Your Innovation

Your difference should show in:

• How people find and buy from you

• How you deliver your offer

• How you build long-term value

If your backend looks like everyone else’s, your innovation won’t stick.

Final Thought: Don’t Just Look Different. Be Different.

Blue Ocean Strategy isn’t about branding, it’s about bravery and bold moves.

Ask yourself honestly:

Are you building something truly new? Or just dressing the old model in a new language?

You don’t have to stay in the red.

But you do have to be willing to swim further than most.