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Understanding Marketing in a Blue Ocean vs. Red Ocean


The "red ocean" signifies a crowded market with intense competition and price wars. Conversely, the "blue ocean" denotes an untapped market where businesses can innovate and create unique value, thriving without direct competition.
The "red ocean" signifies a crowded market with intense competition and price wars. Conversely, the "blue ocean" denotes an untapped market where businesses can innovate and create unique value, thriving without direct competition.

When it comes to business strategy, few concepts are as visually striking as the idea of Blue Ocean vs. Red Ocean marketing. Coined by W. Chan Kim and Renée Mauborgne in their influential book Blue Ocean Strategy (Harvard Business Review Press, 2005), the metaphor illustrates two different competitive landscapes.


The Red Ocean: A Feeding Frenzy

A Red Ocean represents an environment filled with fierce competition. The “blood in the water” comes from too many players chasing the same clients. It’s crowded, noisy, and every brand is struggling to be heard.


In this kind of environment, differentiation becomes survival. Without a strong brand identity, unique messaging, or distinctive offer, businesses risk being lost in the noise.


The Blue Ocean: Clear and Wide-Open

A Blue Ocean, on the other hand, is an open market space with little to no competition. Companies operating here don’t have to fight tooth and nail for attention. In fact, if competitors are quiet—or ineffective in their marketing—just a small amount of visibility can generate significant attention.


For many B2B businesses, LinkedIn still represents a Blue Ocean. While it may seem crowded with posts, the reality is that relatively few competitors consistently produce quality content. This makes it easier to capture attention by simply showing up.


Why It Matters for LinkedIn

Right now, LinkedIn offers a rare opportunity for businesses to stand out without needing massive budgets or daily viral content. But that window won’t last forever. As more businesses recognize the value of content creation, the platform’s waters will inevitably turn redder.


This means now is the time to:

  •  Build brand visibility before the competition gets stronger.

  •  Establish thought leadership while the barrier to entry is still low.

  • Clarify your value so prospects know who you are, what you stand for, and why they should choose you.


The question isn’t whether the ocean will turn red—it’s how soon. Smart businesses are taking advantage of the blue waters while they can.


Check out my previous LinkedIn post about this topic here.

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