This document discusses upside down thinking and blue ocean strategy. It presents Ziya G. Boyacigiller's framework for reconstructing buyer value, which involves eliminating unnecessary factors, reducing overdesigned factors, raising underserved factors, and creating new factors. The document uses the example of reconceptualizing a circus by challenging traditional assumptions like using animals, clowns, etc. It encourages applying this approach to other industries by uncovering assumptions and using the four actions framework.

1. On Upside Down Thinking FROM
Blue Ocean Strategy
Ziya G. Boyacigiller
This presentation was created and given by Ziya
Boyacigiller who was leading Angel Investor and a loved
mentor to many young entrepreneurs in Turkey. We have
shared it on the web for everyone’s benefit. It is free to
use but please cite Ziya Boyacigiller as the source when
you use any part of this presentation. For more about
Ziya Boyacigiller’s contributions to the start-up Ecosystem
of Turkey, please go to www.ziyaboyacigiller.com

3. WHY  Challenge Assumptions
1. Class participates to
“uncover all the assumptions”
of a traditional circus.
2. Use a MINDMAP to do focused thinking.

4. Some Assumptions
• A big tent
• Animals
• Cheap tickets
• Barkers selling souvenirs
• Several acts performing at
the same time
• Playful music
• Clowns
• Popcorn
• Strong men
• Flaming hoops
• A small tent
• NO Animals
• Expensive tickets
• NO Barkers selling souvenirs
• One act performing
• Sophisticated music
• NO Clowns
• NO Popcorn
• NO Strong men
• NO Flaming hoops

5. Ziya G. Boyacigiller (c) 2007 5
Four Actions Framework
(how to reconstruct buyer value)
1. Which of the factors that the industry takes for granted should be
eliminated? (have no value for customers, or even detract from value)
2. Which factors should be reduced well below the industry’s
standard? (overdesigned in race to match or beat competition, overserving
customers and increasing cost for no gain)
3. Which factors should be raised well above the industry’s
standard? (uncover and eliminate the compromises forced on customers)
4. Which factors should be created that the industry has never
offered? (discover entirely new sources of value for buyers and create new
customers, shifting strategic pricing of the industry)
reducescostsincreasevalue

6. Apply to Other Industries
1. Students form groups of 3,
2. Select an industry they all know about,
•Fast food restaurants
•Hotels
•Airlines
•Sporting events
•Education
• Etc…
3. Apply “uncovering assumptions”, and make a list
4. Challenge assumptions using Four Actions
Framework.

7. Apply to Other Industries
1. Students form groups of 3,
2. Select an industry they all know about,
•Fast food restaurants
•Hotels
•Airlines
•Sporting events
•Education
• Etc…
3. Apply “uncovering assumptions”, and make a list
4. Challenge assumptions using Four Actions
Framework.