I haven’t read this one myself, but I’m curious if it’s worth it. The idea seems simple to the point of being simplistic. What do the authors have to say about competition once you’ve opened up a new market? Part of your strategy would have to focus on not being squashed by a slower, less innovative competitor, that is, however, better poised to succeed in your ‘blue ocean’. Or for that matter, you might face a Google that comes along and simply does what you do, only much better. There are certainly cases with a big first mover advantage… eBay comes to mind.