A key premise of the Slingshot Framework is to shift focus from targeting only blue oceans, which is interpreted as transformational or disruptive market moves and therefore seen as elusive and risky. Instead, the focus is on pursuing 3 levels of blue waters simultaneously in a constantly flowing motion:


Blue Lake - Continuously refreshing and optimizing your current market offerings and value proposition
Blue Sea - Expanding your offerings to broaden your customer relevance
Blue Ocean - Creating new offerings that offer unprecedented value

By simultaneously pursuing all 3 levels of innovation – from incremental to transformational – the waters blend together. A blue lake idea can expand into a blue sea or blue ocean opportunity, while a blue ocean must be continuously refreshed by inflowing blue lakes. This allows you to create ongoing distinction and separation from competitors without being forced back into red waters.


See this short video on the topic:
https://lnkd.in/dSUR4h7a


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