The Strategy Canvas
The strategy canvas is both a diagnostic and an action framework
for building a compelling blue ocean strategy. It serves two purposes.
First, it captures the current state of play in the known market
space. This allows you to understand where the competition is
currently investing, the factors the industry currently competes on
in products, service, and delivery, and what customers receive from
the existing competitive offerings on the market. Figure 2-1 captures
all this information in graphic form. The horizontal axis captures
the range of factors the industry competes on and invests in.