It's a cross between positioning and innovation.
You need an innovative product (iPod), but to position that product in a way which will actually "create" demand (as I explained in my branding post which I sent to @Xeon). iPod's success wasn't purely based on it being a "better MP3 player" (too expensive for that) - it was based on the idea that you could "finally" enjoy your entire music collection without having to carry 100's of CD's.
Same deal with iPhone. As a phone, it's marginally better. Obviously a "great" product, but really worth it? The big difference with the iPhone came from its Internet connectivity (3G). This - coupled with the ability to "browse" real websites - switched its proposition from a "phone" to a means to connect more deeply with a larger group of people. "Social media" amplified this and we all know the rest.
As I also explained in my branding post, the problem you have is you're looking at this from an "outside in" perspective. You can't build a "Red Bull" if you're trying to market an "Energy Drink". That's not what people are buying. No one "needs" an energy drink. To quote my post, Red Bull are selling "adrenaline in a can" -- and their "blue ocean" came about from the curation of experiences which could be attributed to a lifestyle conducive to "needing" said adrenaline boost.
Brands (which is basically what you're referring to with this) are focused on the curation of demand. This happens when the people behind the brand actively engage with creating a shift in the market, and create a product/solution which people can use to improve their lives in a new way. Repackaging a product for another audience will NOT achieve this (as it supposes the audience already exists). This is obviously a difficult thing to "get", hence why many company founders are held in reverence.
Ultimately, the reason you're having trouble digesting the book's idea is because you're not being intrinsic with the way marketing works. People are not a "market", they are people with lives & desires. Sparking one of these desires is where the "blue ocean" comes from -- inspiring someone to change their behaviour in some new & exciting way.
I can explain more if required.
You need an innovative product (iPod), but to position that product in a way which will actually "create" demand (as I explained in my branding post which I sent to @Xeon). iPod's success wasn't purely based on it being a "better MP3 player" (too expensive for that) - it was based on the idea that you could "finally" enjoy your entire music collection without having to carry 100's of CD's.
Same deal with iPhone. As a phone, it's marginally better. Obviously a "great" product, but really worth it? The big difference with the iPhone came from its Internet connectivity (3G). This - coupled with the ability to "browse" real websites - switched its proposition from a "phone" to a means to connect more deeply with a larger group of people. "Social media" amplified this and we all know the rest.
As I also explained in my branding post, the problem you have is you're looking at this from an "outside in" perspective. You can't build a "Red Bull" if you're trying to market an "Energy Drink". That's not what people are buying. No one "needs" an energy drink. To quote my post, Red Bull are selling "adrenaline in a can" -- and their "blue ocean" came about from the curation of experiences which could be attributed to a lifestyle conducive to "needing" said adrenaline boost.
Brands (which is basically what you're referring to with this) are focused on the curation of demand. This happens when the people behind the brand actively engage with creating a shift in the market, and create a product/solution which people can use to improve their lives in a new way. Repackaging a product for another audience will NOT achieve this (as it supposes the audience already exists). This is obviously a difficult thing to "get", hence why many company founders are held in reverence.
Ultimately, the reason you're having trouble digesting the book's idea is because you're not being intrinsic with the way marketing works. People are not a "market", they are people with lives & desires. Sparking one of these desires is where the "blue ocean" comes from -- inspiring someone to change their behaviour in some new & exciting way.
I can explain more if required.