Trap 4: Equating Creative Destruction with Market Creation
Blue Ocean Shift | Strategy

An Opinion on BOS and Creative Destruction

I have been studying the Blue Ocean Strategy for many years now. My MBA thesis was also on the same. While I do agree that creative destruction is not necessary for achieving a blue ocean, it is somewhat important. If we look at past trends, many recent innovative strategies hold their roots in creative destruction. Disruptive innovation, for example. The point is that with innovation, the gradual destruction of old ideas and methods is imminent. Nintendo Wii or Cirque Du Soleil did not cause creative destruction, however they did gradually erase certain essential components and ideas related to their respective industries. But yes, I agree that creative destruction is not something one should solely rely on for blue market creation. It is how you position your market and select your customers (and non-customers) that matters more.