ERRC GRID - BLUE OCEAN STRATEGY What is this tool? Blue Ocean strategy was developed by two business school professors: W. Chan Kim and Renée Mauborgne . It helps companies fight competition by NOT fighting the competition and creating new markets instead, thereby making the competition irrelevant. The name comes from a metaphor picturing competitors as sharks circling in a sea, competing and fighting over food – creating a swirling ‘red ocean’. The strategy includes a variety of analytic tools and frameworks to help you distance yourself from this red ocean of competitors and create a “blue ocean” of undisturbed market space where it is possible to operate without competition. Among those tools, we will be focusing on the ERRC grid. When and why is this tool used? The ERRC grid is a helpful tool for any startup or company is trying to identify new opportunities, new products or services to offer, or a business model to differentiate it from the competition. It facili