2020: One City, Seven People, and the Year Everything Changed

This collection serves as an accessible, high‑impact introduction to blue ocean strategy, the framework developed by W. Chan Kim and Renée Mauborgne for creating uncontested market space rather than competing in crowded, saturated industries. The introduction positions the book as a bridge between their bestselling work Blue Ocean Strategy and the deeper, more technical insights originally published in Harvard Business Review.

The opening sections emphasize the core idea: companies succeed not by outcompeting rivals in “red oceans,” but by shifting the boundaries of existing industries to unlock new demand. The introduction highlights how the articles in the reader collectively explain the tools that make