On Upside Down Thinking FROM Blue Ocean Strategy

Ziya G. Boyacigiller

This presentation was created and given by Ziya Boyacigiller who was leading Angel Investor and a loved mentor to many young entrepreneurs in Turkey. We have shared it on the web for everyone’s benefit. It is free to use but please cite Ziya Boyacigiller as the source when you use any part of this presentation. For more about Ziya Boyacigiller’s contributions to the start-up Ecosystem of Turkey, please go to www.ziyaboyacigiller.com

WHY Challenge Assumptions

1. Class participates to

“uncover all the assumptions”

of a traditional circus.

2. Use a MINDMAP to do focused thinking.

Some Assumptions

• A big tent• Animals• Cheap tickets• Barkers selling souvenirs• Several acts performing at

the same time• Playful music • Clowns• Popcorn• Strong men• Flaming hoops

• A small tent• NO Animals• Expensive tickets• NO Barkers selling souvenirs• One act performing

• Sophisticated music • NO Clowns• NO Popcorn• NO Strong men• NO Flaming hoops

Ziya G. Boyacigiller (c) 2007 5

Four Actions Framework(how to reconstruct buyer value)

1. Which of the factors that the industry takes for granted should be eliminated? (have no value for customers, or even detract from value)

2. Which factors should be reduced well below the industry’s standard? (overdesigned in race to match or beat competition, overserving customers and increasing cost for no gain)

3. Which factors should be raised well above the industry’s standard? (uncover and eliminate the compromises forced on customers)

4. Which factors should be created that the industry has never offered? (discover entirely new sources of value for buyers and create new customers, shifting strategic pricing of the industry)

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Apply to Other Industries1. Students form groups of 3,

2. Select an industry they all know about,

•Fast food restaurants•Hotels•Airlines•Sporting events•Education• Etc…

3. Apply “uncovering assumptions”, and make a list

4. Challenge assumptions using Four Actions Framework.