Most companies compete inside the boundaries of an existing market, fighting the same rivals for the same customers and settling for incremental gains. Lasting success comes from a different move: creating “blue oceans,” the untapped market spaces where demand is made rather than fought over.

Blue Ocean Strategy gives any organization a systematic approach and a set of tools for finding and capturing that space. This 20th-anniversary edition adds a new preface and in-depth cases on how NVIDIA and Taylor Swift created blue oceans of their own.