We have been Blue Ocean Strategists since 2005, when Andi met Renée Mauborgne at the Harvard Club.
Andi Simon: She was going to speak on her new book, Blue Ocean Strategy®, and I was in the elevator with her. I had read her book, loved the research, the theory, and the methodology. I said, “I love your book. It is so anthropological.” Her response: “You should become a Blue Ocean Strategist.” My question: “What is that?” And Renee quietly said: “I don’t know, so let’s make it up!” And that is how I became a fan of Blue Ocean Strategy.
I like to share the story with our clients and the reader because Blue Ocean Strategy is as much about listening and showing up as it is about a strategic theory or methodology. What is essential today, perhaps permanently, has been our ability to step back, like an anthropologist, and “see, feel and think” in new ways.