The reason Apple was successful was not because of the blue ocean but because of other aspects of its strategy and its execution. Apple went into that ocean, and competed directly with Commodore, in the same ocean, and won. Commodore had a multitasking, full color, multimedia, computer with advanced graphics many years before the Mac had any of these capabilities. Commodore was a very successful company for many years, ahead of Apple in technology and innovations. Let's look at an obvious one: Apple was not the first company to offer a personal computer with integrated monitor and keyboard. Many of the examples, fundamental to the core idea of the book, are not historically accurate. I expected more depth, more actionable steps and better examples. As a student of business, marketing and strategy I had high expectations for this book. Jack Trout has been writing about differentiation, guerrilla nd flanking strategies for decades, I found his books to be more complete and useful. Important for every business, but it is not new. The fundamental concept of blue ocean strategy is a great one.
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