Blue Ocean Strategy, by Renee Mauborgne and W. Chan Kim (Harvard Business School Press, 2005), conceived of a new way for companies to drive profitable growth: by creating uncontested market spaces (blue oceans) where the competition is irrelevant, instead of fighting it out in overcrowded, commoditized industries (red oceans). In blue oceans, companies invent and capture new demand by turning noncustomers into customers, and by providing customers with more value while streamlining costs and building brand equity.