There are two sorts of oceans: red oceans and blue oceans. In the red oceans, industry boundaries are defined and accepted, and the competitive rules of the game are known; here, companies try to outperform their rivals to grab a greater share of existing demand, and as the market space gets crowded, opportunities for profits and growth are reduced. Products become commodities, and cutthroat competition turns the red ocean bloody. Blue oceans, in contrast, are defined by untapped market space, demand creation, and the opportunity for highly profitable growth. Although some blue oceans are created well beyond existing industry boundaries, most are created from within red oceans by expanding existing industry boundaries. In blue oceans, competition is irrelevant because the rules of the game are waiting to be set.

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Kindly consider buying the intro song, “The Ocean,” Led Zeppelin.