An assemblage

September 2026

ESSAY

“Blue Ocean Shift: Beyond Competing” out now!

The main gripe I had with Blue Ocean Strategy, was the lack of "the strategy" in the book. The book was mostly about being aware of the concept of Blue Ocean and Red Ocean, rather than how to find the Blue Ocean amidst that clutter and noise of the Red Ocean battles. And when Blue Ocean Shift was announced, Joji immediately got onto the preorder list, and we had gotten the book as soon as Amazon was able to ship it.

Wyatt Lim, Joji · 16 Oct 2017