vSente is a marketing consultancy. We help challenger enterprises wage and win battles for market shares.

Disciplines - Advertising | Marketing | Sales
Competency - Challenge | Defend
Deliverable - Profitable Market Share
Audience - CEO's | Marketing | Sales
Scale - Small | Medium-sized Enterprise
Services - Campaigns | Workshops
Location - San Francisco | London


Join vSente's Campaigner list and get a free download of vSente's Campaign Planner.

This is the generic version of the planner we use for our workshops and campaigns. The planner is in Excel format and includes the campaign worksheet and one-page plan of campaign. Enter your name and email address to join and receive your planner.
If you're responsible for sales or marketing in a small or medium-sized enterprise, then I'd like to invite you to join vSente's Campaigner list. This list is composed of marketers interested in learning more about accountable and effective marketing campaigning techniques.

Weekly we send via plain text email a short description of a competitive marketing tool or technique along with a link to a resource you can download and use. These resources come from vSente's Armory and consist of wizards, manuals, white papers, planners all focused on helping marketing managers battle larger competitors.

The content and resources are free to members of the campaigner list. But should you find yourself engaged in a tough battle for market share against a larger competitor then you will likely gain value from paying for a monthly subscription to vSente's Armory, booking our two-day workshop or engaging us to help with your campaign.

This community is not for all marketers. If you're looking for basic marketing techniques, like trade show tips, writing press releases, designing a flyer, optimizing landing pages, etc. this is not the list for you. On the other hand if you're interested in exploring the underlying dynamics of competitive advantage, then the topics discussed on this list will be of help.

Submit your name and email address above and the link for the planner will be sent immediately to the email address you used to sign up. Then look for a plain text email from vSente weekly.

Blue Ocean Strategy - Is Cirque Du Soleil Really A Blue Ocean?

I had an excellent comment on the Blue Ocean Strategy from Jim Ninivaggi of the Maremma Group. With his permission I have elevated his comment to a posting so more folks might read it. Bottom line with Jim is he questions whether many of the case studies in Blue Ocean even qualify as blue oceans as defined by the authors. Jim is a seasoned sales pro who has been-there-done-that many times so I think you'll find his viewpoint quite provocative:

I've now read Blue Ocean Strategy twice, and have come away with the belief that many of the examples used in the book are not truly "blue ocean" as defined by the authors.

The most glaring example of this is the Cirque du Soleil case study.  They do not "create a new market" as the book describes, but rather creating a new, compelling product for an existing market.

Cirque du Soleil does not compete with the traditional circus.  People who go to the circus I would put into a marketplace of "family entertainment".  These are parents who take their families to things like the movies, arcades, Ice Capades, theme parks, family-themed theater (The Lion King on Broadway), etc.  Cirque du Soliel is not a typical alternative for this marketplace -- and therefor building the entire case study on a side-by-side comparison of traditional circus vs. Cirque du Soliel was distracting beyond measure and had me wondering if the authors realized how they diluted their own concepts.

The marketplace Cirque du Soleil does compete in is what I'll call "adults who go out".  These are adults who attend the movies, theater, cabaret, concert events, cultural exhibits, etc.  Using the concept of "circus for adults" , Cirque du Soliel simply created a compelling and unique alternative to meet existing demand -- not create new demand. Simply put, a tourist to New York city might opt to attend Cirque du Soleil (if they are in town) over attending a Broadway show. Not true "blue ocean" as defined by the authors.

What do you think?

Download vSente's Free Campaign Planner to learn more about how we help marketing managers battle larger competition.

Return to the Commentaries Index