As 2008 draws to a close, we end the year on a humorous note, based on our story from Monday entitled ‘Blue Ocean Strategy Path 4: Look Across Complementary Products and Service Offerings.’ Looking across complementary offerings enables companies to create blue oceans by zeroing-in on new types of offerings that add new dimensions of value to their current product or service — even new offerings that are well outside their traditional industry boundaries.
As a comic illustration, picture steep, downward stretches of mountainous roads with an up-ramp by the side. The up-ramp is a long, uphill dirt runoff, its purpose being to provide drivers a means to slow down and regain control of their car in case of brake failure during descent. These up-ramps represent an untapped source of energy and entertainment, and hence complementary offerings.
A car barreling out of control down a mountain road has built up considerable speed and energy. This energy is completely wasted as the car comes to a gradual stop on the ramp. Why not place a power generator on the ramp that could harness the energy of runaway vehicles? Or why not put in a loop the loop roller coaster feature that would spice up the slowing down process? People who just narrowly escaped disaster would certainly welcome such distracting entertainment. And naturally, they could be charged an entrance fee for the ride.
[Image via Raphael G.]