Blue Oceans

An article by Seth Godin entitled “Who Are These People” refers to the masses, and I believe it can serve as a good example for this article. With data in hand, he defines the bulk of the North American population—among other things, what he describes as the masses—as having read two books in the past year, Harry Potter and The Da Vinci Code, and primarily using two websites, Google and Facebook… What is true is that the average American reads one book a year, but which of the 75,000 books published is the one they choose? I do not even want to imagine the fierce battle that would result if every publisher aspired for its book to be the “only book read by every average citizen”. Can books be tailored to measure? Blue Oceans are characterised by the creation of markets in areas that are not currently being served, generating opportunities for profitable, sustained long-term growth. Teaching someone who cannot read to read my book; giving my book to someone who cannot afford to buy it. Creativity in strategies of this kind plays an important role, and competition takes a back seat. Sometimes, wanting to achieve everything means losing everything. Strengthening relationships with specifically created niches, despite their smaller size, is an investment in sustainable long-term marketing. Once again, conversation, customer relationships and today’s environment can help us define our Blue Ocean.