The pioneers – examples of blue ocean products
With pioneers, we wanted to focus on companies that were seeking new categories or use cases for their products. These are companies that are finding new paths to create demand for what they offer and these companies create demand for themselves in multiple ways. This is what’s referred to as a blue ocean: a competitive landscape that’s still being formed, that doesn’t see a lot of competition (yet), and that has to advocate for its own demand. It’s relatively straightforward to explore the market in a red ocean because so many pathways have been created. There is already a thriving ecosystem to learn and navigate. But pioneers have to work for this knowledge.
Partially, the companies themselves have to do enough research and development to warrant the pursuit of this industry they’re helping build. Blue oceans also put a lot of onus on the early players in their industries to create thought leadership...
