Visual Awakening / Visual Exploration / Visual Strategy Fair / Visual Communication
Visual Awakening / Visual Exploration / Visual Strategy Fair / Visual Communication is the four step process of the Blue Ocean Strategy methodology.
1. Visual Awakening
The Visual Awakening serves as a wake-up call for companies to challenge their existing strategy. A common mistake is to discuss changes in strategy before resolving differences of opinion about the current state of play. Another problem is that managers are often reluctant to accept the need for change.
In the Visual Awakening stage drawing the PMS Map and “as is” strategy canvas brings home the need for change quickly and forcefully.
2. Visual Exploration
During Visual Exploration, teams of managers go out into the field to explore the Six Paths Framework gathering noncustomer insights. Here they are looking to observe the distinct differences of alternative products and services to see which factors should be eliminated, reduced, raised, or created in the company’s offerings.
3. Visual Strategy Fair
The penultimate step is the Visual Strategy Fair. Here teams begin to draw their “to be” strategy canvases based on insights from the Visual Awakening and Visual Exploration stages. The strategy fair invites senior corporate executives, external constituencies—the kinds of people met during the teamsʼ field work, including noncustomers and customers of competitors. The objective is for each team to present their various alternative strategy canvases and gain feedback to build the best possible “to be” future strategy canvas.
4. Visual Communication
After a lot of work perfecting their “to be” strategy canvases, the last step is to communicate it in a way that can be easily understood by all employees. This step is called Visual Communication. This is executed principally by distributing a one-page picture showing the new and old strategic profiles on the strategy canvas so that every employee can see where the company stood and where it has to focus its efforts to create a compelling future.
Index
A
Adoption Hurdles 1
Alternative Industries 1
Angels 1, 9
Atomization 1
B
Blue Ocean Idea 1, 2
Blue Ocean Strategy 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12, 13, 14
Blue Oceans 2
Buyer Utility Map 3
Buyers 2, 3, 5, 7
C
Cognitive Hurdles 3
Cold Spots 3
Commonalities 4
Complementary Products and Services 4
Consigliere 4
Create 4, 5
D
demand 2, 4, 8, 10, 11
Devils 4, 9
Divergence 4
E
Eliminate 4, 5
Emotional Appeal 5
Engagement 5, 6
ERRC 4, 5, 14
Expectation Clarity 5
Explanation 5, 6
F
factor 1, 2, 4, 5, 6, 7, 8, 9, 11, 12, 13, 14
fair process 5, 6, 10
Fair Process 5, 6
Fishbowl Management 6
Focus 6, 10
Four Actions Framework 6, 14
H
Horse Trading 7
Hot Spots 7
I
influencer 3
K
Kingpins 7
M
Migrators 7, 8
Motivational Hurdles 7
N
Noncustomers 8
P
Pioneer-Migrator-Settler 7, 8, 9, 11
Pioneers 8, 9
PMS 7, 8, 9, 11, 14
Political Hurdles 9
Price Corridor of the Mass 9
purchaser 3
R
Raise 4, 5
Reconstructionist View 10
Red Oceans 11
Reduce 4, 5
Resource Hurdles 11
S
Settlers 8, 11
Six Paths Framework 4, 11, 14
Strategic Groups 11
Strategic Move 12
Strategic Pricing 12
Strategic Profile 12
strategic sequence 10
Strategy Canvas 12
Substitutes 12
T
Tagline 12
Target Costing 12
Time 13
Tipping Point Leadership 13
U
user 3
V
Value Curve 13
Value Innovation 14
Value-Cost Trade-off 13
Visual Awakening 14
Visual Communication 14
Visual Exploration 14
Visual Strategy Fair 14