The document discusses various misconceptions regarding market-creating strategies, identified as 'red ocean traps'. It highlights six specific traps that hinder innovation and market creation, including the misunderstanding of technology innovation and the equating of market-creating strategies with niche or low-cost strategies. The authors encourage organizations to be aware of these traps and offer workshops to address them.

1. April
2015
Contact:
alineapartners@icloud.com
From
Blue
Oceans
to
Red
Ocean
Traps!

2. Compe&&ve
Advantage
is
about
more
than
differen&ated
value
proposi&ons
…

3. 10
years
since
Blue
Ocean
Strategy…..
the
willingness
to
change
is
there,
but
Mental
Models
are
geBng
in
our
way

5. Red
Ocean
Traps!

6.
Trap
#1
Seeing
Market-­‐Crea&ng
Strategies
as
Customer-­‐Oriented
Approaches

8.
Trap
#2
Trea&ng
Market-­‐Crea&ng
Strategies
as
Niche
Strategies

10.
Trap
#3
Confusing
Technology
Innova&on
with
Market-­‐Crea&ng
Strategies

11. Technological
breakthroughs
don’t
necessarily
create
new
markets.

12.
Trap
#4
Equa&ng
Crea&ve
Destruc&on
with
Market
Crea&on

13. Does
market
crea9on
always
involve
destruc9on?

14. Trap
#5
Equa&ng
Market-­‐Crea&ng
Strategies
with
Differen&a&on

16.
Trap
#6
Equa&ng
Market-­‐Crea&ng
Strategies
with
Low-­‐Cost
Strategies

18. Take
Aways
….
• Trap
One:
Seeing
Market-­‐Crea9ng
Strategies
as
Customer-­‐Oriented
Approaches
• Trap
Two:
Trea9ng
Market-­‐Crea9ng
Strategies
as
Niche
Strategies
• Trap
Three:
Confusing
Technology
Innova9on
with
Market-­‐Crea9ng
Strategies
• Trap
Four:
Equa9ng
Crea9ve
Destruc9on
with
Market
Crea9on
• Trap
Five:
Equa9ng
Market-­‐Crea9ng
Strategies
with
Differen9a9on
• Trap
Six:
Equa9ng
Market-­‐Crea9ng
Strategies
with
Low-­‐Cost
Strategies

19. Don’t
get
caught
….
Contact
us
about
bring
a’
Red
Ocean
Trap’
Workshop
to
you!
alineapartners@icloud.com
Or
office@alinea-­‐partners.com