An incredibly popular (1M sold in the first year) book with a title I just love. Blue Ocean represents untapped market space. Written by a BCG guy, it’s a good book to talk about the need to create new markets vs. fighting it out over existing turf. They use Cirque Du Soleil as a great example and they’ve got some nice models. It’s based on some research (which I think was biased based on selection) and their “new frameworks” seem good but no one picking up the book could follow it to actually create a new market. Finding latent needs is some of the most sophisticated kind of work I’ve seen. I guess that’s the point. Then you hire BCG. BTW, when I write a book, I’m really going to focus on making it something others can do. We’ll see how I do on that.