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Accept their industry's functional or emotional orientation.Define the scope of the products and services offered by their industry similarly.Focus on the same buyer group, be it the purchaser (as in the office equipment industry), the user (as in the clothing industry), or the influencer (as in the pharmaceutical industry).

Look at their industries through the lens of generally accepted strategic groups (such as luxury automobiles, economy cars, and family vehicles), and strive to stand out in the strategic group they play in.Define their industry similarly and focus on being the best within it.Specifically, companies tend to do the following: These six assumptions, on which most companies hypnotically build their strategies, keep companies trapped competing in red oceans. These paths challenge the six fundamental assumptions underlying many companies' strategies. All are based on looking at familiar data from a new perspective. None of these paths requires special vision or foresight about the future. These paths have general applicability across industry sectors, and they lead companies into the corridor of commercially viable blue ocean ideas. Specifically, we found six basic approaches to remaking market boundaries. We found clear patterns for creating blue oceans. And, if there were, we wanted to know whether these patterns applied across all types of industry sectors—from consumer goods, to industrial products, to finance and services, to telecoms and IT, to pharmaceuticals and B2B—or were they limited to specific industries? In conducting our research, we sought to discover whether there were systematic patterns for reconstructing market boundaries to create blue oceans. This challenge is key because managers cannot afford to be riverboat gamblers betting their strategy on intuition or on a random drawing. The challenge is to successfully identify, out of the haystack of possibilities that exist, commercially compelling blue ocean opportunities.

This principle addresses the search risk many companies struggle with. The first principle of blue ocean strategy is to reconstruct market boundaries to break from the competition and create blue oceans.