Converting non-customers to customers, non-performers to performers, non-motivated staffs to motivated ones and non-interest to interest all go in four phases. This is in emulation of converting low-quality grade coal to a high-quality one. This is a four blocks-based strategy, the acronym of which is RACE.
The C in the RACE strategy is Conversion and not Creativity as is in the Blue Ocean Strategy. In fact, the presentation questions the validity of having a block for creativity.