Blue Ocean strategy · IN SHORT
The Blue Ocean skill examines what your market competes on and why some people do not buy. It helps decide what to eliminate, reduce, raise or create, then turns that direction into experiments.
Your brief
A fictional cycle workshop competes on hourly rates and a large parts range. Three conversations suggest that customers mainly worry about how long they will be without their bike.
Possible draft
A pilot might simplify packages, reduce standard stock, make collection arrangements clearer and test a regular maintenance slot. Three conversations give a research lead, not proof of market-wide demand.
01 / THE FOUNDATION
You get current and proposed strategy canvases, an eliminate–reduce–raise–create grid and a plan for testing the direction over 30, 60 and 90 days.
02 / SEE HOW IT WORKS
A fictional cycle workshop competes on hourly rates and a large parts range. Three conversations suggest that customers mainly worry about how long they will be without their bike.
A pilot might simplify packages, reduce standard stock, make collection arrangements clearer and test a regular maintenance slot. Three conversations give a research lead, not proof of market-wide demand.
A different value curve does not prove a new market exists. Proposed gains and cost reductions need real-world evidence.
03 / GET STARTED
Compare your offer and competitors against the same factors. Investigate three tiers of non-customers and alternatives beyond your industry.
Decide what to eliminate, reduce, raise and create. Examine lower costs alongside increased customer value.
Check the new value curve for focus, difference and a credible promise. Turn it into experiments for 30, 60 and 90 days.
04 / MAKE IT YOURS
The English ZIP contains the SKILL.md instructions and is free to download without an account. The file declares the MIT licence; retain its source and licence notices when adapting or sharing it. Need help applying this skill? Book a call.
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File language: English
Explore the details at your own pace.
You tell Claude in a few sentences where your market is stuck, and the skill walks through the eight steps of the Blue Ocean framework of Kim and Mauborgne: from the diagnosis of your red ocean, through the Strategy Canvas and the three tiers of non-customers, to an ERRC grid, a new value curve with a tagline, and a 30-60-90 day plan to test the move. No vague advice, no "you must differentiate": every step forces a concrete choice, and every assumption the skill makes itself is labelled as an assumption.
the lines above come from the zip on this page · SKILL.md is 7,504 bytes
This is the example that sits in the SKILL.md itself, shown here step by step: a landscape gardener in a market where everyone charges €45 to €55 an hour and customers pick on price. Watch the order. This coach does not jump straight to ideas, but first works through the diagnosis, the canvas and the non-customers, because that is where the innovation comes from.
The Blue Ocean Strategy Coach is a free skill from the skill library of TheSEO. A skill is an instruction file, SKILL.md, that gives an AI assistant a fixed method for one task. Not software you install, no subscription, no tool with its own login: one text file of 1,172 words that tells Claude how to apply the Blue Ocean framework of W. Chan Kim and Renée Mauborgne to your product, service or market. You download the zip at the top of this page, put it in your Claude environment, and from that moment on Claude runs through the same eight steps for every strategy question, in the same order, without skipping one.
The problem the skill solves will be familiar to anyone in a crowded market. Competitors copy each other until everyone offers the same thing, customers choose on price because there is nothing else to choose on, and every year the margin gets a little thinner. The reflex is then to get better at the same points: a bit faster, a bit cheaper, a bit friendlier.
The framework calls that the red ocean, and the heart of the file is there in one sentence: stop competing by being better at the same things, and make the competition irrelevant by achieving differentiation and lower cost at once. That combination is called value innovation, and the eight steps of the skill exist to make it concrete instead of leaving it hanging as a slogan.
This one was written for business owners, product managers, marketers and strategists who feel their market becoming saturated. It is part of the skill library of 100 skills that we make available for free from the AI and automation service, with no account and no sales email afterwards.
One thing you should know up front: the skill thinks along with you, but it does not know your market. Everything it claims about your competitors and customers comes either from your input or from an assumption it visibly labels as an assumption. The quality of the analysis therefore stands or falls with the honesty of what you supply, and the file says so itself.
Anyone in a crowded market hears the same advice from everyone: stand out. The trouble is that this advice has no content. Stand out on what? For whom? And what do you drop in return? Without a method, differentiation becomes a moodboard exercise that ends where it began: at a slightly different house style and the same price list.
The first trap is wanting to be better on the existing factors. If everyone in your market competes on price, speed and experience, then every improvement on those points is a move your competitor copies next month. The Strategy Canvas in step 2 makes that visible: you draw your own value curve and that of a typical competitor, and in a red ocean those curves lie almost on top of each other. That is not an opinion but a picture, and it is usually confronting.
The second trap is looking only at existing customers. Your current customers ask for more of the same, a bit better and a bit cheaper. The biggest room sits with the people who do not buy today. That is why step 3 marches you past the three tiers of non-customers of Kim and Mauborgne: the soon-to-be non-customers who leave at the first better alternative, the conscious refusers who have rejected the market, and the unexplored group that has never thought about your market at all. Those three tiers are called your most important source of innovation.
The third trap is renewing without cutting. Anyone who only adds things makes their offer more expensive and more crowded, and goes on swimming in the same ocean. The ERRC grid in step 5 therefore forces four columns at once: what do you eliminate, what do you reduce to below the industry standard, what do you raise above it, and what do you create that the industry has never offered. The first two columns push your cost down, the last two push your value up. Exactly that combination is the difference between a nice idea and value innovation.
In diff form, with lines pointing to the landscape gardener example from the skill: what goes out and what comes back in its place.
The Strategy Canvas is the central image of the framework, and the skill simply draws it in text: competing factors on one axis, the level low, medium or high on the other. The canvas of the landscape gardener example. Grey is the typical competitor, red is the gardener today, blue is the new curve after the ERRC choices. Where red and grey coincide you see the problem; where blue departs you see the strategy.
A skill is only as good as its instructions, so we simply describe them here. The file opens with frontmatter that says when Claude should pick the skill up: at terms such as blue ocean, strategy canvas, ERRC or value innovation, but also at sighs without any jargon. How do I really stand out, competitors already do this, everyone charges the same price, my market is saturated. Say something like that to Claude while the skill is loaded and you get it automatically. The frontmatter also states version 1.0.0 and the MIT licence.
Then comes the compulsory method: eight steps carried out in exactly this order, with the explicit rule that none is ever skipped. Step 1 is the diagnosis of the red ocean, with at most four clarifying questions about your offer, the five to eight factors your market competes on, your two or three biggest competitors, and what customers and non-customers give up on with the current suppliers. Important detail: if you have already given enough context, the skill does not wait for answers but makes reasonable assumptions and labels them as assumptions.
Step 2 draws the Strategy Canvas of today, with your value curve beside that of a typical competitor and a conclusion about where they resemble each other. Step 3 hunts for the latent demand through the three tiers of non-customers, and step 4 runs through the Six Paths Framework in at most six lines: looking across alternative industries, strategic groups, buyer groups, complementary products, the functional or emotional orientation of your market, and time.
Step 5 is the heart: the ERRC grid as a table with four columns and at least three concrete points per column. Beside it the file lays the logic: eliminate and reduce push the cost down, raise and create push the value up, and that is how value innovation happens.
Step 6 draws the canvas again with the new curve and gives the strategy a name of at most seven words. Step 7 tests the result against the three criteria of a good blue ocean strategy, focus, divergence and a compelling tagline, each with a mark from 1 to 10 and one sentence of explanation. And step 8 closes with a 30-60-90 day plan with three actions per phase, concrete instead of vague.
The instruction also prescribes the output structure, in eight fixed parts from summary to plan, so that you always get the same document back. And it closes with a list of what the skill never does, plus four source references to the work of Kim and Mauborgne. More on those limits and sources below.
The ERRC grid is where the analysis turns into choices. The instruction demands at least three concrete points per column, and the four columns work in pairs: the left half takes cost out of your model, the right half builds value the industry does not offer. Here is the grid, with the question from the file per column and the landscape gardener example.
Blue Ocean Strategy is the work of W. Chan Kim and Renée Mauborgne, both professors at INSEAD. The SKILL.md names its sources, and that is deliberate: it lets you read them and decide for yourself whether you agree with the method. The file points to four sources: the book Blue Ocean Strategy from 2005 with the revised edition from 2015, the follow-up Blue Ocean Shift from 2017, the Harvard Business Review article Value Innovation: The Strategic Logic of High Growth from 2004, and the website of the Blue Ocean Strategy Institute.
The core concept is value innovation. Classical strategy teaching says you have to choose between differentiation and low cost. Kim and Mauborgne showed that the companies which created new market space refused exactly that choice: they cut cost on factors that did not matter to the customer, and invested that money in factors the industry had never offered. The ERRC grid is the toolbox that forces both movements at once.
What the canvas does is make strategy discussable. A value curve on one sheet forces you to reduce your market to five to eight factors, and shows at a glance whether you are truly different or only talk differently. The three quality checks from step 7 come straight from the book: a good strategy has focus, visibly departs from the curves of rivals, and can be summed up in a credible tagline.
The framework does not stand alone. Anyone who wants an honest picture of their own strengths and weaknesses first should start with the SWOT analysis skill. If you want to understand the external forces that decide which competing factors are about to shift, pick up the PESTEL Analyst skill as well. And the classic contrast is Porter: the Porter's Five Forces skill analyses the forces inside an existing market, while Blue Ocean looks for the space beside it. Both are useful, they simply answer a different question.
You can work with these principles without installing the skill as well: draw your own canvas on paper, count how many factors you share with your competitor, and ask yourself for every factor what would happen if you scrapped it.
The SKILL.md has its own section on what the skill does not do, and those four rules matter at least as much as the eight steps. They guard the difference between a strategy and pub talk. In conversation they play out like this: every rule is a request you could make, with the response the skill gives according to its own instructions.
The zip contains one folder, ai-blue-ocean-strategy-coach, with the SKILL.md inside it. Installing is a matter of putting the file in the right place, and that place differs per environment. SKILL.md has been an open standard since December 2025, so the same skill also works in Codex, Cursor and Gemini CLI. You are therefore not downloading a Claude file but a working instruction that any modern AI assistant can read.
~/.claude/skills/ (or .claude/skills/ in your project)./ai-blue-ocean-strategy-coach.AGENTS.md in your repo.AGENTS.md.After that, use is simple: describe your market in a few honest sentences and ask your question. The more concrete your input about factors, competitors and customer complaints, the sharper the canvas. If you are new to skills, first read what Claude skills are; the installation is covered in detail in installing Claude skills, and anyone who wants to adapt the file or build their own variant will find the structure in writing a SKILL.md.
This method is at its strongest when your market feels like a contest nobody wins any more: everyone offers the same thing, price is the only subject of conversation, and you sense that working harder no longer helps. It is also useful at the start of something new, because the three tiers of non-customers and the Six Paths Framework force you to look beyond the audience everyone already serves. And because it all happens in text, it works just as well for a sole trader with a local service as for a software company with a product.
There are also situations where you are better off leaving it alone. There is no market research in it: it fetches no data, calls no customers and validates nothing. The canvas and the non-customer tiers are thinking tools based on your input, and every entry you did not supply is a labelled assumption. The 30-60-90 plan in step 8 exists precisely to test those assumptions for real before you invest heavily. If you first want to work out which job your customer actually wants done, the Jobs to be Done Analyst skill is a better start; if you are looking for targeted creative techniques to fill the Create column, the SCAMPER Innovation Coach skill.
One more honest limit: a blue ocean is neither a guarantee nor an end state. What is uncontested market space today attracts imitation once it succeeds, and then the game starts again. Your own choices get sharp and testable, but carrying them out, measuring them and keeping them up remains your work.
This skill is the free do-it-yourself version of thinking work that we also deliver as a service. It stays complete and free of any catches, but understand well what a skill is: it teaches your AI how to do something, while every new session starts empty. A skill is not the engine and not the memory. You prompt, you supply your market context again every time, you check. Anyone who wants that differently has two next steps: hand over the engine, or sort out the memory.
Step 3 deserves more than a paragraph, because with strategy work in particular memory is the difference. A canvas you drew last month is worthless if nobody can find it again. Jarvis is the organisation brain: it remembers what your AIs need to know, divides the work and keeps track of what happened. You notice it first at the start of a new session.
We have been running on this system ourselves for months. Every agent session, every task and every decision is logged in it and can be read back. A new session therefore does not start blank: it first fetches the recorded decisions, the running projects and the latest changes, and carries on where the last one stopped. So we are not describing a promise but the way we work every day.
All plans are at jarvis/pricing. You pick your own plan. Paying online opens as soon as the last checks are done; until then we set your account up on request. For business agreements and bespoke work there is a conversation.
A blue ocean analysis never stands alone: an honest picture of the current situation comes first, and the Create column needs feeding. These skills from the same library each take a different piece of that thinking work.
The canvas is only as honest as your self-image. These two sharpen that self-image.
SWOT analysisStrengths and weaknesses in a row before you choose which competing factors belong on your canvas.SKILL PESTEL AnalystThe external forces that decide which factors in your market are about to shift.SKILLThe Create column does not fill itself. These two supply the raw material.
SCAMPER Innovation CoachSeven creative operations that produce options for what you can create or eliminate.SKILL Jobs to be Done AnalystThe job your non-customers want done, and why the current offer leaves that job undone.SKILLBlue Ocean steps out of the existing market. These two look right inside it.
Porter's Five ForcesThe forces inside your existing market, the classic counterweight to ocean thinking.SKILL Wardley Mapping StrategistWhich parts of your offer are evolving towards commodity, and when your move becomes urgent.SKILLWhere this skill comes from and what else there is.
The whole skill libraryAll 100 free skills in a row, sorted by subject.HUB AI and automationThe service behind it: from separate skills to working automation in your business.SRV AI trainingIf your team wants to learn to set up this kind of thinking work themselves.SRV Knowledge baseArticles about SEO, AI and online visibility, searchable.DOCNothing. The skill is free, falls under the MIT licence, and you do not have to create an account or leave an email address. You download a 3.5 KB zip containing one folder and a single file, SKILL.md, and that is the complete skill. There is no paid version and no sales email follows.
Yes. SKILL.md has been an open standard since December 2025, so the same file works in Codex, Cursor, Gemini CLI and other tools that follow the standard. In Codex you unzip it into .agents/skills/ in your project, or into ~/.agents/skills/ for all your projects; Codex has supported SKILL.md directly since the open standard of December 2025. Pasting the contents of SKILL.md into your AGENTS.md still works too. The instructions are plain readable text, so any assistant that accepts instruction files can handle it.
No. The skill holds the eight steps of the framework as a written-out working instruction: the Strategy Canvas, the three tiers of non-customers, the Six Paths Framework, the ERRC grid, the three quality checks and the 30-60-90 day plan. The file does name its sources, so anyone who wants to go deeper can put the work of Kim and Mauborgne beside it.
Then the skill carries on anyway. The instruction says literally that it does not wait for answers when there is already enough context: it then makes reasonable assumptions and visibly labels them as assumptions. So you see exactly which parts of the analysis rest on your information and which rest on an estimate you should check.
No. The skill works only with what you supply about your market, your competitors and your customers. The Strategy Canvas is a thinking picture in text, not a measurement: the levels low, medium and high come from the conversation, not from a database. Everything the skill fills in itself is labelled as an assumption, so you can look it up before you build on it.
A SWOT analysis takes a picture of your strengths and weaknesses, and Porter analyses the forces inside an existing market. Blue Ocean does something else: it looks for the market space where that competitive fight does not apply, by eliminating or creating factors the industry takes for granted. The three complement each other and all three are available as a free skill.
Yes, and the example in the file itself is one: a landscape gardener in a market where everyone charges €45 to €55 an hour. The framework asks for no big budget but for sharp choices, and a small business in particular can put those choices through quickly. The eight steps are the same for a sole trader as for a software company.
A new positioning only works once the market gets to see it. Choose a factor that nobody else scores on and you will also want to be found by the people searching for it. The free SEO scan shows in a few seconds where your site stands today. In the guide which strategy model when you can see how this model relates to the others. And if you want to talk further about what AI can do for your business, from separate skills to full automation, we simply do that in a conversation.
