The classic Blue Ocean Strategy, written by world-famous professors W. Chan Kim and Renee Mauborgne, sold 3.6 million copies worldwide. Blue Ocean Shift is a critical follow-up to that work. Kim and Mauborgne guide you step-by-step through how to move your organisation from a red ocean of competitiveness to a blue ocean of uncontested market space by drawing on more than a decade's worth of new work to demonstrate how to go beyond competing, how to inspire people's confidence, and how to seize new growth. Kim and Mauborgne provide the undisputed manual for elevating yourself, your group, or your organisation to new levels of self-assurance, market creation, and growth by fusing the insights of human psychology with useful market-creating methods and real-world assistance. They explain the benefits of disruptive creation.