As Managing Director of Blue Ocean Strategy Australia I clearly have a self interest in promoting Blue Ocean Strategy.

That said, I would encourage you to have another look at the book and rethink your comment “The framework presented does not (in my view) get to the core of how people can be innovative. In other words, it can help, but it is not what’s most important.”

What I find again and again, is that the Blue Ocean Strategy tools and framework and very valuable in helping organisations and individuals learn how to innovate in ways that are attractive to buyers and commercially viable.

Instead of innovation by “whiteboard” or “blank sheet of paper”, using the tools in the correct way and sequence is systematic, reproducible, thought-provoking and inspiring.

Using the six paths, the buyer experience cycle and the buyer utility map together and in the right way leads to valuable insights and alignment.

Many people also miss in the book the need to conduct field research to discover insights, and test and validate your ideas - ie. “don’t outsource your eyes”.

I look forward to discussing this more with you and I hope I can demonstrate to you the value that is achievable through application of the tools - beyond the simple explanations and case studies in the book.