Are we Taking the Colour Metaphor Too Far?
Andrew Nelson, CEO, Australia
I think we need to be careful with extending the colour metaphor to green, white etc.
: suggests that green is environmental and white is social responsibility, but in fact the original Blue Ocean Strategy recognizes that these components can and must be part of a Blue Ocean Strategy. In the Buyer Utility Map there is a broad customer utility of environmental friendliness which can also be social responsibility.
So a Blue Ocean Strategy based in part on these customer utilities is still a Blue Ocean Strategy, not some different green or white strategy.
The purple metaphor arises all the time because people use the Blue Ocean Strategy process but don't shoot the lights out with their first attempt, so they find something that is taking them away from the red, but maybe not completely into the blue, hence purple.
But I'm not sure anyone would ever go specifically looking for a purple ocean strategy:).