The rebels – examples of red ocean products

Red oceans are markets that have become inhospitable environments with a full, mature, and developed competitive landscape. In this environment, many paths have already been formed and you have to choose one to live in and serve. You still have the option to create something new and you can employ many strategies to beat out the competition and specialize, but you’re challenged with having enough intuition to see what the next step should be. Part of the challenge with having such a diverse and thriving ecosystem of competitors is that it’s hard to know what direction you want to really go in, or which competitors are truly taking a piece of your business.

Lacework, a California-based cloud cybersecurity company, has shown a lot of promise, receiving a collective $1.9 billion in funding, according to Crunchbase. Cybersecurity is a blood bath when it comes to the competitive landscape. Between companies cannibalizing...