Today’s overcrowded industries are like sharks competing in a “bloody” ocean of rivals competing for ever shrinking profits, making growth impossible. To succeed, the companies of the future will have to create value innovation that seeks out an uncontested market space with new demand where rivals are obsolete. But this is easier said than done! How does IT help identify what has worked and what didn't and find that new value innovation? How can IT get the organization back to a blue ocean of profitability?