"For us, as business scholars, the world we aspired to help advance wasn't one defined by competing and dividing up markets or the globe, where one's gain comes at the expense of others. Competition exists, and win-lose scenarios abound, but they weren't what captured our imaginations, nor what we believed our world needed more of. What we admired, what inspired us, were the organizations and individuals that went beyond competing to create new frontiers of opportunity, growth, and jobs, where success was not about dividing up an existing, often shrinking pie, but about creating a larger economic pie for all—what we refer to as blue oceans. Blue oceans are less about disruption and more about nondisruptive creation, where one's gain doesn't have to come at the expense of others.
But how do you translate aspiration into action, intention into reality?"