Swimming in the Blue Ocean

photo by Josh Cole

Mina Boström Nakićenović @

Mina Boström Nakićenović

 Once upon a time…

Computer
Science
Software !
Development
Youth champion
in breaststroke Children
Head of Development
@

Mina Boström Nakićenović

After a 27 years long break…

Mina Boström Nakićenović

Effort should be
rewarded not
results!

Mina Boström Nakićenović

I am not faster now… …but I am smarter!

Mina Boström Nakićenović

medals
desired state

current state

time
Model: S-Curve Analysis

Former Swimmers

Former Athletes

New Swimmers

Mina Boström Nakićenović

 Red Ocean Strategy

Fighting against each other for a share of the

marketplace makes ocean red of a bloody competition.
Mina Boström Nakićenov
Compete in existing market space. Create uncontested market space.
Beat the competition. Make the competition irrelevant.

Mina Boström Nakićenović

Mina Boström Nakićenović
Blue Ocean Strategy
Reneé Mauborgne, W. Chan Kim

Mina Boström Nakićenović

 Strategy Canvas
high
offering level

former swimmers

new swimmers

low
former athletes
train" freestyle" short" middle-long" long" not my best"
hard distances distances distances distances discipline

competing factors Mina Boström Nakićenović

 Four Actions Framework

Compelling Tagline

Divergence

Mina Boström Nakićenović

 Strategy Canvas Swimming in !
the Blue Ocean

high
create
offering level

raise
former swimmers

reduce eliminate new swimmers

low
former athletes
train" freestyle" short" middle-long" long" not my best "
hard distances distances distances distances discipline
competing factors
Mina Boström Nakićenović
 The Sweet Spot

10
0m
fly

ba
te r
t

c
u

ks
b
m

tr
0 0

ok
2

200m backstroke

Mina Boström Nakićenović

 I can swim all 4 swimming
techniques

I can swim all distances

Mina Boström Nakićenović

VRIO Framework
200m
butterfly

200m
backstroke

100m
backstroke

Mina Boström Nakićenović

former swimmer

other swimmers
performing the same
market analysis

Mina Boström Nakićenović

 Minimum Viable Effort
desired state
current state

Not to get "

disqualified!

What is the most

important in order
to get a medal?

Mina Boström Nakićenović

focus on practicing turns
instead of training hard

Mina Boström Nakićenović

Return of Investment?

”Link innovation to value!”

Mina Boström Nakićenović

The Sweet Spot - Shrinking and moving

Mina Boström Nakićenović

Swimming in the Red Ocean

Mina Boström Nakićenović

When your Blue Ocean is getting Red…

Mina Boström Nakićenović

When your Blue Ocean becomes Red…

Mina Boström Nakićenović

 Directional Innovation

number
of
ideas

time

Mina Boström Nakićenović

Intersectional Innovation

number of
ideas

exponential
growth

time
Mina Boström Nakićenović
Genetic evolution Principles for Biological systems
+ building houses +
Cultural Behavior + Computer Science
= Software =
Memetics Lagrange’s Theorem
Development Swarm Intelligence
(Dawkins) +
=
Telephone line
Design Patterns
=
(Gang of Four)
Pupin Coils
(1894)

Mina Boström Nakićenović

 Strategy Canvas Simskytte
high
create
raise
offering level

former swimmers

reduce eliminate new swimmers

low
former athletes
train freestyle short middle-long long sports
not my!
best
hard distances distances running"
discipline
distances distances shooting"
competing factors
Mina Boström Nakićenović
Mina Boström Nakićenović
Mina Boström Nakićenović
Mina Boström Nakićenović
Mina Boström Nakićenović
 !
VE
Creative Destruction superior technology destroys the

I
previously existing one

PT
RU
Disruptive Innovation inferior technology transferres

S
DI to a superior one

identify and solve a brand

Non-Disruptive Innovation new problem or seize a
brand-new opportunity

Mina Boström Nakićenović

”Blue/Red Ocean Strategy Comic”, Simon 9 years

Mina Boström Nakićenović

Mindset!

Mina Boström Nakićenović

 Shift in focus
from competing to creating!

Mina Boström Nakićenović

Blue Oceans ahead!

Mina Boström Nakićenović

Swimming in my Blue Ocean

photo by Josh Cole

Mina Boström Nakićenović