Kim and Mauborgne have written another blockbuster. Blue Ocean Shift takes the groundbreaking principles of their original work and provides a smart, systematic plan to help any company move away from competition in existing markets to create new ones. You just need to be willing to challenge your industry's assumptions, ask fresh questions, and incorporate your humanity. It is a challenge for any company to grow in crowded, competitive markets, and to do so in an intelligent, efficient, and humane way. In Blue Ocean Shift, you will find all this and more, as Kim and Mauborgne take you on a journey that will open your eyes to the untapped growth opportunities in your business.