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Tony Robbins Podcast, Don't Compete. Create. | Tony Robbins Podcast

hey this is Tony Roberts listen thanks

for joining me for this podcast today

I'm really excited for you because

whenever you talk about how do you

really dominate in the marketplace

most people are taught that you get into

business and that you fight for

competitive and you try to battle for

some portion the market share but I'm

here to tell you that's totally

unsustainable if I had tried to just

compete for market share in the personal

development that's a pretty small market

but what I really wanted to do is I

wanted to affect a much larger audience

and I looked for ways to deliver that in

ways that never been delivered before so

I believe if you wanted to damage in

business if you do what everybody else

does and you do it better than everybody

else you get a tiny competitive

advantage but if you do something no one

else is doing in your space you get a

geometric advantage and I can tell you

whenever I'm talking to people in my

business mastery seminars one of the

first questions I ask them is what

business are you in and people usually

give me an answer like well I'm you know

I have a restaurant and a catering

service or you know we have a CRM system

that's superior than anyone else in the

world and whenever they say these things

they usually do I'm a lawyer or I do you

know I wholesale cars and usually they

describe the process of what they do not

the benefit of what they do which is the

first place everybody's got to start if

you can't communicate what you're doing

what your company is in a way that

creates curiosity and it's compelling if

it's not compelling for you first of all

it's not gonna be compelling for anybody

else and what will make your business

more compelling is if you also maybe ask

yourself another question which is what

business do you need to be in you know

instead of saying I'm in the restaurant

business maybe I'm in the business of

creating environments where magnificent

food and sensual desires are met for

every client I don't know I'm making it

up the point of the matter is you need

to be able to create something that's

truly compelling but you also want to

say we're can I compete where no one

else is competing you know my dear

friend Marc Benioff practiced what this

interview is all about which is the blue

ocean strategy you know Marc came to my

seminar of gosh 15 years ago and he been

three unleash the power within seminars

in a row and he said you've pushed me

over the edge you know I'm gonna leave

my current job and I'm gonna start this

company called salesforce.com and I want

you know you helped me to start it and

it's good we're gonna change the

business world work into a hundred

million dollars in business well today I

tease Marc about it fifteen years later

he's gonna do about seven billion I

believe this year on his way to 10

billion very quickly thereafter it's

been quite a growth patch but part of

that is he opened up an area where no

one else was competing there was not a

giant focus on this idea of really

living in the cloud putting your

business in the cloud has seemed so

insecure it seems something businesses

wouldn't even imagine back in those days

but Marc found that space and became the

king of that space and as a result he

dominates at this stage so you're gonna

get a chance to hear an interview with

the woman who created the blue ocean

strategy as a concept and it's certainly

been around but she she put the concept

on it I think the concept understood

fully can move any business person

towards greater success her her name is

Renee MA born her colleagues not

withered also wrote the book with her

loose WH and Kim but I think what you're

gonna find out as blue oceans are really

where demand is created rather than

fought for if you're a red ocean that's

one where there's a lot of competition

and you're fighting for a little bit so

think of you know Netflix they blew up

blockbuster because they went after a

different environment I mean blockbuster

had the chance to buy Netflix for 50

million dollars early in its career they

were doing three billion at Blockbuster

at the time and they thought our we can

do this ourselves they didn't understand

these people within a few years have

rented their first billionth video and

they still didn't pay attention to them

they didn't understand these people are

opening up a blue ocean at versus

working in the old red ocean Amazon did

it with brick-and-mortar shopping ubers

done it with taxi cabs so I think you're

gonna really really enjoy this and our

hostess for this session as anti org

she's gonna do the interview and she's

gonna really give you an understanding

of some of the most the most powerful

insights in this best-selling book blue

ocean the strategies you can use right

away and listen be sure for the end

because I think you're gonna find

there's some really practical ways for

you to start looking at this and

creating what I call a strategy canvas

something that can really allow you see

where you are in the marketplace how you

compete again whether you're you know

army of 10,000 employees or whether your

business that's got two people you still

need to be able to grow your business by

again innovating and innovating the

marketplace in which you enter so enjoy

the podcast and I look forward to

hearing from some of you soon

many of us have been taught to believe

that in business success and prosperity

come by edging the competition out

fighting for the competitive advantage

battling it out for market share and

constantly trying to find new ways to

differentiate and distinguish ourselves

but is this really the way to create

sustainable profitable growth in the

International best-selling book Blue

Ocean Strategy Renee my born and her

colleague w chan Kim like in cutthroat

competition to a red ocean of rivals

fighting over an ever-shrinking profit

pool by examining 150 strategic business

moves spanning over a hundred years

across 30 industries the authors

discovered that real lasting success

does not come from fighting the

competition but from creating blue

oceans that is untapped new market

spaces that are primed for growth these

strategic moves which the authors refer

to as value innovation yield substantial

leaps and value that have the power to

make the competition irrelevant here to

speak more about the blue ocean strategy

and how you can use it to chart a new

path towards success is renamed ma born

professor at NC N and co-director of the

NC ed blue ocean strategy Institute and

author of best-selling book blue ocean

strategy which has sold over 3.5 million

copies across five continents and was

recently updated and expanded in 2015

Rene thanks so much for joining us

thanks Anna I want to start just by

asking basic concept what is a blue

ocean strategy how is it different from

traditional competitive strategy that's

a great opening question blue ocean

strategy is all about how can any

company or organization break out of

that red ocean of bloody competition or

existing industries to create

uncontested market space and as you

articulate mate the competition Arella

and the way that it does that is by

simultaneously pursuing both

differentiation and low-cost the beauty

of that is it creates a huge win for the

market when you're differentiating low

costs you have fans not customers but it

creates strong profitable growth for

their company so it's about creating

that win-win and I think the way that it

principally differs and you said it very

well in your introduction as well as

that traditionally strategy has always

been thinking about the competition

right competition based strategies so

when companies think about what they

want to do they focus on benchmarking

the competition and striving to be

better than them but the more they look

to the competition the competition ends

up setting their strategic agenda and

the ironic impact of that is is that the

more you look to the competition the

more you end up looking like the

competition in effect achieving the

exact opposite of your intention which

is you commoditize yourself and your

industry when that happens you have the

exact opposite result of blue ocean

strategy which is your differentiation

goes down you look like the competition

but because you're matching every move

your cost structure goes up and so that

was what we see what we call red ocean

strategy or competitive strategy doing

blue ocean is of course the opposite not

looking to competition but looking to

make it irrelevant so that would be the

key differentiators between the two

right so just to help illustrate can you

give us some examples of red and blue

ocean companies and specifically in 2016

are there any companies out there now

that are either in the news or we're

just hearing about that you're seeing

carve out new markets you know art book

and by the way the database of course

has grown well beyond 150 moves about

companies and organizations creating

blue oceans of new market space and you

know some very classic ones I think

anyone can relate to is just what Cirque

de Soleil did in the circus industry

creating a whole new market space and

lifting the price point of that industry

up or what curves had done in the

fitness industry again another red ocean

industry and carved out a new market

space of fitness for women in that

industry today if you go to the blue

ocean strategy blog we're doing some

really exciting things is that pollution

strategy has such has had such an uptake

in the world there are many companies

that have been applying those ideas

systematically to their industries and

we are interviewing people that have

applied the ideas and what kind of

turnarounds they have so in an upcoming

blog we'll have we're going to be

talking to I think it's Aurora Medical

let me just see it's Aurora Medical

Center in Wisconsin and they've actually

been applying it to health care and

they've been receiving 350 percent

increase in their margins after doing

this and creating all new customers so

our website has a whole slew of examples

but even recently if you look at what

Drybar is doing in the beauty industry I

think that's a great example of a

company carving out new market space in

the hair salon industry so they're there

all over they're abound and our website

blue ocean strategy comm has even more

examples people can learn from great so

that's a great example of how it spans

across multiple industries what about

different sizes so is is it applicable

to both small and medium-sized companies

not just large ones you know it

absolutely is if you look at our book

right and you look our database Cirque

du Soleil started with a bunch of circus

performance curve started with a husband

and wife small team a company called JC

taco which is to say the largest outdoor

advertiser in the world you'll see their

banner in all major airports and city

centers they started this small family

business but the difference is when you

pursue differentiation low costs and you

stop benchmarking the competition you

set yourself up for strong growth

because you don't have customers your

fans and you have a huge profit engine



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hey this is Tony Roberts listen thanks

for joining me for this podcast today

I'm really excited for you because

whenever you talk about how do you

really dominate in the marketplace

most people are taught that you get into

business and that you fight for

competitive and you try to battle for

some portion the market share but I'm

here to tell you that's totally

unsustainable if I had tried to just

compete for market share in the personal

development that's a pretty small market

but what I really wanted to do is I

wanted to affect a much larger audience

and I looked for ways to deliver that in

ways that never been delivered before so

I believe if you wanted to damage in

business if you do what everybody else

does and you do it better than everybody

else you get a tiny competitive

advantage but if you do something no one

else is doing in your space you get a

geometric advantage and I can tell you

whenever I'm talking to people in my

business mastery seminars one of the

first questions I ask them is what

business are you in and people usually

give me an answer like well I'm you know

I have a restaurant and a catering

service or you know we have a CRM system

that's superior than anyone else in the

world and whenever they say these things

they usually do I'm a lawyer or I do you

know I wholesale cars and usually they

describe the process of what they do not

the benefit of what they do which is the

first place everybody's got to start if

you can't communicate what you're doing

what your company is in a way that

creates curiosity and it's compelling if

it's not compelling for you first of all

it's not gonna be compelling for anybody

else and what will make your business

more compelling is if you also maybe ask

yourself another question which is what

business do you need to be in you know

instead of saying I'm in the restaurant

business maybe I'm in the business of

creating environments where magnificent

food and sensual desires are met for

every client I don't know I'm making it

up the point of the matter is you need

to be able to create something that's

truly compelling but you also want to

say we're can I compete where no one

else is competing you know my dear

friend Marc Benioff practiced what this

interview is all about which is the blue

ocean strategy you know Marc came to my

seminar of gosh 15 years ago and he been

three unleash the power within seminars

in a row and he said you've pushed me

over the edge you know I'm gonna leave

my current job and I'm gonna start this

company called salesforce.com and I want

you know you helped me to start it and

it's good we're gonna change the

business world work into a hundred

million dollars in business well today I

tease Marc about it fifteen years later

he's gonna do about seven billion I

believe this year on his way to 10

billion very quickly thereafter it's

been quite a growth patch but part of

that is he opened up an area where no

one else was competing there was not a

giant focus on this idea of really

living in the cloud putting your

business in the cloud has seemed so

insecure it seems something businesses

wouldn't even imagine back in those days

but Marc found that space and became the

king of that space and as a result he

dominates at this stage so you're gonna

get a chance to hear an interview with

the woman who created the blue ocean

strategy as a concept and it's certainly

been around but she she put the concept

on it I think the concept understood

fully can move any business person

towards greater success her her name is

Renee MA born her colleagues not

withered also wrote the book with her

loose WH and Kim but I think what you're

gonna find out as blue oceans are really

where demand is created rather than

fought for if you're a red ocean that's

one where there's a lot of competition

and you're fighting for a little bit so

think of you know Netflix they blew up

blockbuster because they went after a

different environment I mean blockbuster

had the chance to buy Netflix for 50

million dollars early in its career they

were doing three billion at Blockbuster

at the time and they thought our we can

do this ourselves they didn't understand

these people within a few years have

rented their first billionth video and

they still didn't pay attention to them

they didn't understand these people are

opening up a blue ocean at versus

working in the old red ocean Amazon did

it with brick-and-mortar shopping ubers

done it with taxi cabs so I think you're

gonna really really enjoy this and our

hostess for this session as anti org

she's gonna do the interview and she's

gonna really give you an understanding

of some of the most the most powerful

insights in this best-selling book blue

ocean the strategies you can use right

away and listen be sure for the end

because I think you're gonna find

there's some really practical ways for

you to start looking at this and

creating what I call a strategy canvas

something that can really allow you see

where you are in the marketplace how you

compete again whether you're you know

army of 10,000 employees or whether your

business that's got two people you still

need to be able to grow your business by

again innovating and innovating the

marketplace in which you enter so enjoy

the podcast and I look forward to

hearing from some of you soon

many of us have been taught to believe

that in business success and prosperity

come by edging the competition out

fighting for the competitive advantage

battling it out for market share and

constantly trying to find new ways to

differentiate and distinguish ourselves

but is this really the way to create

sustainable profitable growth in the

International best-selling book Blue

Ocean Strategy Renee my born and her

colleague w chan Kim like in cutthroat

competition to a red ocean of rivals

fighting over an ever-shrinking profit

pool by examining 150 strategic business

moves spanning over a hundred years

across 30 industries the authors

discovered that real lasting success

does not come from fighting the

competition but from creating blue

oceans that is untapped new market

spaces that are primed for growth these

strategic moves which the authors refer

to as value innovation yield substantial

leaps and value that have the power to

make the competition irrelevant here to

speak more about the blue ocean strategy

and how you can use it to chart a new

path towards success is renamed ma born

professor at NC N and co-director of the

NC ed blue ocean strategy Institute and

author of best-selling book blue ocean

strategy which has sold over 3.5 million

copies across five continents and was

recently updated and expanded in 2015

Rene thanks so much for joining us

thanks Anna I want to start just by

asking basic concept what is a blue

ocean strategy how is it different from

traditional competitive strategy that's

a great opening question blue ocean

strategy is all about how can any

company or organization break out of

that red ocean of bloody competition or

existing industries to create

uncontested market space and as you

articulate mate the competition Arella

and the way that it does that is by

simultaneously pursuing both

differentiation and low-cost the beauty

of that is it creates a huge win for the

market when you're differentiating low

costs you have fans not customers but it

creates strong profitable growth for

their company so it's about creating

that win-win and I think the way that it

principally differs and you said it very

well in your introduction as well as

that traditionally strategy has always

been thinking about the competition

right competition based strategies so

when companies think about what they

want to do they focus on benchmarking

the competition and striving to be

better than them but the more they look

to the competition the competition ends

up setting their strategic agenda and

the ironic impact of that is is that the

more you look to the competition the

more you end up looking like the

competition in effect achieving the

exact opposite of your intention which

is you commoditize yourself and your

industry when that happens you have the

exact opposite result of blue ocean

strategy which is your differentiation

goes down you look like the competition

but because you're matching every move

your cost structure goes up and so that

was what we see what we call red ocean

strategy or competitive strategy doing

blue ocean is of course the opposite not

looking to competition but looking to

make it irrelevant so that would be the

key differentiators between the two

right so just to help illustrate can you

give us some examples of red and blue

ocean companies and specifically in 2016

are there any companies out there now

that are either in the news or we're

just hearing about that you're seeing

carve out new markets you know art book

and by the way the database of course

has grown well beyond 150 moves about

companies and organizations creating

blue oceans of new market space and you

know some very classic ones I think

anyone can relate to is just what Cirque

de Soleil did in the circus industry

creating a whole new market space and

lifting the price point of that industry

up or what curves had done in the

fitness industry again another red ocean

industry and carved out a new market

space of fitness for women in that

industry today if you go to the blue

ocean strategy blog we're doing some

really exciting things is that pollution

strategy has such has had such an uptake

in the world there are many companies

that have been applying those ideas

systematically to their industries and

we are interviewing people that have

applied the ideas and what kind of

turnarounds they have so in an upcoming

blog we'll have we're going to be

talking to I think it's Aurora Medical

let me just see it's Aurora Medical

Center in Wisconsin and they've actually

been applying it to health care and

they've been receiving 350 percent

increase in their margins after doing

this and creating all new customers so

our website has a whole slew of examples

but even recently if you look at what

Drybar is doing in the beauty industry I

think that's a great example of a

company carving out new market space in

the hair salon industry so they're there

all over they're abound and our website

blue ocean strategy comm has even more

examples people can learn from great so

that's a great example of how it spans

across multiple industries what about

different sizes so is is it applicable

to both small and medium-sized companies

not just large ones you know it

absolutely is if you look at our book

right and you look our database Cirque

du Soleil started with a bunch of circus

performance curve started with a husband

and wife small team a company called JC

taco which is to say the largest outdoor

advertiser in the world you'll see their

banner in all major airports and city

centers they started this small family

business but the difference is when you

pursue differentiation low costs and you

stop benchmarking the competition you

set yourself up for strong growth

because you don't have customers your

fans and you have a huge profit engine


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