Head-to-head competition can only get you a larger piece of an existing pie. To break free from the pack and stake out new ground requires a different competitive mind-set and a systematic way of looking for opportunities. This article, which originally appeared in the January-February 1999 Harvard Business Review, is offered in audio form exclusively through Audible.
Public Domain (P)1999 by the President and Fellows of Harvard College, All Rights Reserved
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A good read for Marketers
As a MBA student who aims to get into marketing, this article is just a classic.
A Blue Ocean primer
If you've read Blue Ocean Strategy, there is no need to listen to this. Otherwise, great info as in the book.