Classics From the Vaults of Creating Blue Oceans
Today at Creating Blue Oceans we're continuing to pass along the holiday spirit by opening up the Creating Blue Oceans vaults and pulling out one of our favorite Blue Ocean Strategy gems. Consider it a re-wrapped Holiday gift from us.
“All the rest of that day, on these wild screaming beaches, The Fix-it-Up Chappie kept fixing up Sneetches.”
Theodore Geisel, the creator of Dr. Seuss, is a wonderful example of a Value Innovator. His stories and characters redefined a whole segment of the book industry and significantly grew its target audience in the process. Here is how:
In the 1940’s so called ‘early readers’, books designed to teach children to read in the U.S., only used the 223 words approved by the Dolch reading list. Not surprisingly the books were boring and unimaginative and hence did not inspire youngsters to read. Breaking this mold completely, Dr Seuss stories took these 223 words, but set out to combine the best of early readers (their simplicity) and those of traditional fairy tales (entertaining story and moral message), adding his trademark zany humor and illustrations to the mix. As a result, he created books not only kids but adults love to read.
Using the visual tools of Blue Ocean Strategy, the Value Innovation of Dr. Seuss is depicted in the chart below. The ‘Value Curves’ clearly illustrate the compelling new market space occupied by Dr. Seuss: The combination of the best attributes from two traditionally separate, alternative solutions (early readers and fairy tales) and the creation of a totally new dimension (zany humor).
“All the rest of that day, on these wild screaming beaches, The Fix-it-Up Chappie kept fixing up Sneetches.”
Theodore Geisel, the creator of Dr. Seuss, is a wonderful example of a Value Innovator. His stories and characters redefined a whole segment of the book industry and significantly grew its target audience in the process. Here is how:
In the 1940’s so called ‘early readers’, books designed to teach children to read in the U.S., only used the 223 words approved by the Dolch reading list. Not surprisingly the books were boring and unimaginative and hence did not inspire youngsters to read. Breaking this mold completely, Dr Seuss stories took these 223 words, but set out to combine the best of early readers (their simplicity) and those of traditional fairy tales (entertaining story and moral message), adding his trademark zany humor and illustrations to the mix. As a result, he created books not only kids but adults love to read.Using the visual tools of Blue Ocean Strategy, the Value Innovation of Dr. Seuss is depicted in the chart below. The ‘Value Curves’ clearly illustrate the compelling new market space occupied by Dr. Seuss: The combination of the best attributes from two traditionally separate, alternative solutions (early readers and fairy tales) and the creation of a totally new dimension (zany humor).
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