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It's the kind of book you would read at say Stanford GSB or Harvard Business School--it's definitely reputable.

That said, davidw just summarized pretty much everything a tech entrepreneur would get out of the book.

All it says is that the wide-open markets are "blue oceans," the competitive ones are "red oceans." Many of the most successful companies started out in a blue ocean. Thus, you should opt to be in a blue ocean too.



A good book that I read that actually talks about the mental processes involved in attempting to create something innovative is this:

http://www.squeezedbooks.com/book/show/5/lateral-marketing-n...

It takes you through cataloging the 'dimensions' of an existing product, then changing one or more radically, and going back to look and see if it could make sense. It's an interesting mental exercise, if nothing else.




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