A New Value Curve (IM 971)

The book, Blue Ocean Strategy suggested four strategy for the industry to be in a blue ocean by escaping the red ocean. (The difference between red and blue ocean is here)

Reduce: What factors should be reduced well below the industry's standard?

Eliminate: What factors from the industry should be eliminated?

Raise: What factors should be raised will above the industry's standard?

Create: What factors should be created that the industry has never offered?