Professors Kim and Mauborgne coined the words red and blue ocean in their book titled blue ocean strategy.
Red oceans are all the industries in existence now and include the known market space, where industry boundaries are well defined. In this market, the tricks of the trade are known to most participants. Therefore, to outperform their rivals to grab a more significant share of the existing market, companies become highly competitive. It consists of cutthroat competition that turns the ocean bloody red; therefore, it is called ‘red’ oceans.
Blue oceans denote all the industries not in existence today – the unknown market space and processes, unexplored and untainted by competition. Like the ‘blue’ ocean, the new market is vast, deep and powerful in opportunity and profitable growth.
The red concentric circles in our logo represent the red ocean.
The blue concentric circle repents the blue ocean business environment that is vast, deep and powerful in terms of opportunity and profitable growth.
In summary, our company mission is to move you from the red ocean environment and help you get to the blue ocean so that you can grow and thrive at the next level and beyond.
For the back story of our logo design, click this link.