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BLUE OCEAN SHIFT
and FRAME
“Framing” (미트질)
Credit: Baseball Prospectus
Credit: 『프레임』, 서울대 심리학과 최인철 교수
“프레임은 한 마디로
세상을 바라보는 마음의 창이다.”
『프레임』, 서울대 심리학과 최인철 교수
Credit: Evernote
DON’T THINK OF AN ELEPHANT
Credit: National Geographic
Credit: 『Don’t Think of an Elephant』, George Lakoff
Blue ocean shift
Red Ocean
▼
Blue Ocean
Framework
for
Blue Ocean
Blue ocean shift
한 마디로,
“Frame 타파!”
Red Ocean
• 경쟁, Benchmarking
• Pie 쪼개기
• 전략 (Trade-off)
• 원가 절감
• 가치 제고 (w/ 원가 상승)
• 산업 간 경계 명확
Blue Ocean
• 非경쟁, 非고객
• Pie 늘리기
• 가치 혁신
• 원가 절감 + 가치 제고
• 산업 간 경계 불명확
1. 시작한다: PMS 지도
2. 어디에 있는가: 전략 캔버스
3. 어디에 도달하는가: 구매자 효용성 지도
4. 어떻게 도달하는가: 경로/액션 프레임워크
5. 실행한다: 블루오션 품평회
• 팀을 구성한다.
• 과제를 시작하기에 적절한 곳을 선정한다 (개척자 vs. 안주자)
• 조직 전체의 현 상황을 보여준다.
• 산업이 구매자에게 부과하는 문제점을 발견한다.
• 전체 수요 전망을 확인한다.
• 시장의 경계를 재구성하기 위한 체계적 경로를 적용한다.
• 차별화와 저비용을 동시에 달성하는 전략 대안을 개발한다.
• 전략적 움직임을 선택하고, 시장성 테스트를 실시한다.
• 사업 모델을 공식화해 블루오션적인 전략적 움직임을 완성한다.
“난 오늘 경계선을 넘을게”
“Live Wire”, 서태지 7집
Credit: Seotaiji YouTube Channel
Credit: Cirque du Soleil
Convergence
(서커스 + 연극 + 극장) – 동물 – 텐트
→ 非고객 확보
→ 차별화
→ 비용 우위
Credit: Hotels.com
1. Location
2. Star / Price
3. Breakfast
호텔 선택의 기준
Credit: CitizenM
Credit: CitizenM
Credit: Amazon.com
Credit: Amazon.com
Credit: Oprah Winfrey’s Instagram (https://www.instagram.com/p/VxF-mZySyD/)
Credit: SEB
• 바삭함
• 가격
• 건강
• 안전
French Fries
• Delivery
• Sales
• Dog mattress
• Viral
Credit: Casper
Blue Ocean 역시
하나의 Frame일 수 있다.
Credit: The New York Times (https://www.nytimes.com/2011/02/17/business/media/17borders.html)
큰 성공을 거둔 기업들인가?
혁신적이라 할 만한가?
Blue ocean shift
o 포커스
o 차별화
o 멋진 슬로건
나의 Framework는?
나의 Frame은?

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Blue ocean shift