Blue Ocean – What makes you unique?

Iedereen is uniek. Onze DNA, opvoeding en omgeving waarin we ons bevinden maakt ons uniek. En als een groep mensen zich aan één doel verenigen dan ontstaan unieke bedrijven. Bedrijven waarvan er maar één bestaat op de hele wereld.

Voor het belang daarvan moet je ook kijken naar het prachtig stel hersenen wat mensen hebben. Hersenen die in een splitsecond de “juiste” beslissing moet nemen om te kunnen overleven. (lees ook: de onbewuste beïnvloeding in marketing & sales) Niet alleen in het nemen van een goed besluit maar ook om dit zo energie efficiënt te doen. Daarom is het brein continue op zoek naar patronen. Ons brein is dan ook supergoed in hokjes denken. Ons brein weet inmiddels instinctief dat je bij de bakker brood kunt kopen.  

En iedereen is gek op brood en zo zijn er duizenden bakkers ontstaan in Nederland. Elk jaar weer meer. Bakkers die allemaal gelijk zijn. Ze maken namelijk allemaal brood. Maar ook allemaal uniek zijn op hun eigen unieke manier. Maar wat maakt ze dan uniek? Bij bakkers kan je dan natuurlijk denken aan assortiment, locatie,

Everyone is unique. Our DNA, upbringing and environment we find ourselves in make us unique. And when a group of people unite around one goal, then unique companies are created. Companies of which only one exists in the entire world.

You also have to look at the beautiful set of brains that people have for the importance.Brains have to make the “right” decision in a split second to survive. (Read: the unconscious influence in marketing & sales) Not only in making the right decision but also to do this as energy-efficient as possible. Therefore, the brain is constantly looking for patterns. Our brain is also very good at thinking in terms of boxes. Our brain now instinctively knows that you can buy bread at the bakery.

And everyone loves bread, and so thousands of bakeries have sprung up in the Netherlands.More and more every year. Bakers who are all the same. They all make bread. But they are also all unique in their unique way. But what makes them special? With bakers, you can think of assortment, location, method of preparation, the baker himself, that friendly saleswoman,and so on—pretty tangible unique features.

  

Bakers chart CBS_1

As with bakers, the same is valid with Managed Service Providers or other IT vendors. But how do you make sure you are found unique as an MSP? What makes you different from others? As with bakers, what makes you unique?

Blue & Red Ocean

That’s where The Blue Ocean Strategy can help. This strategy is described by W. Chan Kim and Renee Mauborgne and can answer that. The method indicates that it is not adequate to put yourself in the same box as your competitors. You will then find yourself in a so-called Red Ocean. An ‘ocean’ that is characterised by a lot of competition. The competition that must be beaten, with price and product differentiation. This results in a battle in which manytypes of blood flow and the ocean change from blue to deep red. We see that IT companies mainly act according to the Red Ocean strategy.

You will have to recreate your added value (Value Innovation) to break through this. Within this value innovation, you will have to take two necessary steps, namely:

Renewal of the service or product

Cost reduction

By implementing this innovation and cost reduction, a Blue Ocean is created. An ocean without competition. I’ll give you two examples that are often used:

Cirque du Soleil – By combining circus, dance and ballet, the Canadian Cirque du Soleil created a new type of performance. In addition, many fixed costs such as circus animals and expensive star performers were eliminated from the program. Cirque du Soleil allowedcreating a new kind of “circus” with higher revenues, which created a very profitable “circus” concept.

Nintendo Switch – An innovation in controlling the game console and not betting on an increasingly powerful game console with expensive components opened up a new market. A game console that was unique because of its controls and could be put away at a reasonableprice without the costly components.

How is that for IT?

Looking closer to home, you can see Office365 as a Blue Ocean. Microsoft has reinvented its application suite, turning it into service by looking differently at the traditional way software was sold as a product with a box and a distribution model. Companies pay only for the use of the suite. In addition, by cutting out production and distribution, it has cut out a large portion of traditional costs.

You will also have to look closely at your products and services for IT vendors and MSPs.What are things that you can combine or add to your service that makes your solution unique? What helps here is to offer your service to a specific target group.

Which (new) target group can you appeal to with this? Where are the opportunities in that target group? What additions to your portfolio will make your solution connect even better with that target group? In analogy with Nintendo, as an IAAS provider, are you going to offer more capacity and computing power, or will you enable more intelligent controls and applications?

Would you also like to swim in a Blue Ocean? But don’t know where to start? Get in touch to work with us to bring your unique features to the surface.

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